Sanderoof
Service hierarchy · Editorial layout · Responsive design
Uncommissioned redesign concept for an existing business. Not an official site or endorsement.
Independent web designBased in China · Working remotely
Small business.Big firstimpression.
Clear, considered websites that feel like your business. Designed to make your next introduction a good one.
From the design desk
APEXWebsite concept / Desktop & mobile
Good design starts with understanding your business.
Scroll to explore01 / Selected concepts
Different businesses.
Their own character.
Independent design studies, made to explore what a business could look like online. Concept work, not commissioned client projects.
01
Apex
Art direction · Service layout · Responsive design
Fictional business and design study. All services, prices and business details are illustrative.
02 / How I can help
The right website.
Without the clutter.
A focused project, a considered design and a clear agreement on what’s included.
Let’s work out what you needSmall-business websites
Your services, story and contact details in one coherent place. Comfortable to browse on a phone, just as considered on a bigger screen.
Focused landing pages
One page for one clear purpose. A particular service, an offer or a new idea, with an obvious next step for your visitors.
Thoughtful website updates
Practical improvements to content, layout and usability. I check your existing platform and access first, then confirm what’s possible.
Scope, revision rounds, delivery milestones and third-party costs are agreed before work starts. Advanced integrations are assessed separately.
03 / A straightforward process
Less guesswork.
More clarity.
You should know what’s happening, what I need from you, and what comes next.
- 01
First, your business.
We talk about your audience, the information they need and what you want the website to do. Then we agree on the scope and a written quote.
Brief & agreed scope - 02
Make it feel right.
A visual direction becomes a working preview. We refine the agreed pages and content through the included review rounds.
Design & review - 03
Ready for the real world.
We check the agreed pages and functions, confirm your approved content, and prepare the launch and ownership handover.
Checks & handover
04 / The person behind the pixels
Ethan LiIndependent web designer
A small practice.
A personal approach.
Hi, I’m Ethan. I care about making a website feel like the business it represents.
I’m an independent web designer and student based in China, working remotely in English. I’m building a small practice around clear content, thoughtful design and direct communication.
I use AI to help explore ideas and develop websites. It’s part of the process, not a substitute for checking the details. We review your business information together before anything becomes your live site.
One point of contactClearly agreed scopeNo invented promises
05 / Before we start
Good questions.
What does a website cost?
The quote depends on the pages, content, features and any existing site. After a short brief, I’ll send a written scope and fixed project quote. Additional work needs a separate agreement.
Will there be ongoing costs?
A domain normally needs renewing. Hosting, editing tools and optional services may also have recurring fees. These will be identified before you commit; free service tiers can change. Wherever practical, your domain and service accounts stay in your name.
Can I make changes after launch?
Yes. We can scope a simple editing setup or arrange updates separately. Your proposal will explain the included revision rounds, any post-launch support and how additional work is quoted. Ongoing maintenance is not automatically included.
Are the projects here real client work?
No. The featured projects are independent concepts, not commissioned client work. Sanderoof is an uncommissioned redesign concept for an existing business; Apex is a fictional brand. They do not imply a partnership, endorsement or measured business results.
How do you use AI?
AI helps with research, design exploration and development. Generated content and code still need checking. Business claims and imagery need your approval and appropriate usage rights before they appear on your live site.
Can you add bookings, payments or a member area?
Some integrations may be practical, depending on the provider and your requirements. These are assessed and quoted separately, including account ownership, fees, security and ongoing support. They are not included by default.
Have a project in mind?
A conversation is a good place to start.Let’s make
a good impression.
Tell me about your business, your current website if you have one, and what you’d like to change.