We Build Websites That
Actually Bring In Work
Not a massive agency. Not a freelancer who disappears. Just one developer who understands both business and code — from full-stack e-commerce platforms and custom web apps to small business websites that bring in real customers.
The Short Version
I'm Axel. I've been running businesses for over 10 years. I've done e-commerce, coffee machines, digital marketing — and through all of it, the same thing kept coming up: most small businesses have terrible websites.
They're either paying £50/month for a template that looks like everyone else's, locked into contracts they don't understand, or they've got nothing at all. Tradesmen, local businesses, startups — same story everywhere.
That experience drove me to build better digital products across the board. Axel Up is a full-stack development studio — I build everything from Shopify stores and Django backends to 3D product configurators and API integrations. The £497 tradesman package is one example of fixing a broken market, but it's not the whole story.
Why Listen to Me?
I didn't just learn to code and start calling myself a web designer. I studied business, studied marketing, and ran real companies before building for others.
BSc Business & Management
University of Salford, Manchester · 2013–2017
Understanding how businesses actually work — operations, finance, strategy. Your website isn't just a design project, it's a business tool. I treat it like one.
MSc Digital Marketing
University of Salford, Manchester · 2017–2018
SEO, conversion optimisation, customer journeys — the stuff that turns a website from a digital brochure into an actual lead generator. Built into every site I make.
University of Salford, Manchester
10+ Years Running Businesses
I've been running businesses in some shape or form for over 10 years. E-commerce, retail, services — I've dealt with every problem you have. I know what works because I've lived it.
Full-Stack Developer
Every site is hand-coded. No WordPress, no Wix, no templates. From landing pages to e-commerce — faster load times, better SEO, and a site that's truly yours.
Who We Work With
Small businesses & tradesmen — If you need a professional site without the agency price tag, the £497 fixed-price package gives you 5 hand-coded pages, SEO built in, and full ownership of your code. No subscriptions, no lock-in. It's the model I wish existed when I was building my own businesses.
Businesses needing custom development — Shopify stores, Django backends, 3D product configurators, e-commerce platforms, API integrations, and Cloudflare Workers. If your project needs more than a template, I build it from scratch with clean code and transparent pricing.
Whether it's a five-page brochure site or a full-stack platform, the goal is the same: get you found on Google and turn visitors into customers.
Not Just a Desk Job
I've been on site, in the mud, under floorboards. I understand the businesses I build for because I've done the graft myself. And I like a nice pint of Guinness.. or two.
The Best Man For The Job
I've also been fortunate enough to have been a best man. Standing up for your mates on their big day — delivering the speech, keeping the groom calm, making sure everyone has a good time. It's the kind of trust you don't take lightly.
How We Work
No Bullshit Pricing
Clear pricing up front. Whether it's a £497 tradesman site or a custom Shopify build, you'll know the cost before we start. No surprises on the invoice.
Fast Delivery
7 days from brief to live. We don't drag projects out for months. You need a website, not a pen pal.
You Own Everything
The code, the design, the domain. If you want to leave tomorrow, you take it all with you. No lock-in.
Direct Communication
You talk to us directly. No account managers, no ticket queues, no waiting days for a reply. The people actually building your site.
Skills & Technologies We Use
Python & Django
Building robust backends with Django REST Framework, async task queues, and production-grade APIs.
Shopify
Custom themes & Liquid templates
JavaScript
ES6+, async/await, DOM APIs
PostgreSQL
Complex queries, full-text search, indexing, and performance optimization for high-traffic applications.
Three.js
3D graphics & WebGL
Cloudflare
CDN, Workers & Pages
Git
Version control & CI/CD
REST APIs
API design & integration
Lottie
Vector animations & micro-interactions
Playwright
Browser automation & testing
d3.js
Data visualization
Linux
Server administration
Node.js
Server-side JavaScript
AWS
Cloud infrastructure & services
Adobe Creative Cloud
Photoshop & graphic design
Next.js & React
Server-rendered apps, static sites, and full-stack platforms with React 19 and Next.js.
TypeScript
Type-safe code across the stack
Tailwind CSS
Utility-first styling & responsive design
Stripe
Payments, checkout & subscriptions
Resend
Transactional email delivery
Ready to Get Started?
No hard sell. Just tell me about your business and I'll tell you what I'd build. If it's a fit, we go from there.