Amy Nortje, Head of Web: I lead web teams that build high‑converting WordPress & WooCommerce sites
With UX, SEO, and speed built in from the start. Ten years in web and 100+ websites built or led, for retail, ecommerce, events, and B2B brands.
- UX
- SEO
- Conversion
- Team leadership
- WordPress
- WooCommerce
- Elementor
- UX
- Technical SEO
- Conversion
- Site speed
- Migrations
- Hosting & DNS
- Team leadership
- AI workflows
- Shopify
- Webflow
- Astro
Results at a glance
- 951%
- growth in ecommerce sales after a site rebuild
- 100+
- websites built or led for B2B and B2C brands
- 20,000+
- posts migrated in one multilingual move
- 10 years
- in web, from solo builder to Head of Web
What I do
I lead the people, the builds, and everything after launch.
I've built sites myself for a decade, so I lead from the inside. I know what good design looks like, what a good build takes, and where projects usually go wrong.
Lead web teams that deliver
I lead the web team and work with every team in the agency as a leader, mentor, and support system: client service on every web project, design direction with the creative team, and SEO guidance for the digital team after launch. Focused build sprints and clear processes mean sites go live faster.
Includes
- Web and client service team leadership
- Design direction with the creative team
- SEO guidance for the digital team
- Focused build sprints
- Process and workflow improvements
- Mentoring and support across all teams
- Web 101: in-house WordPress training
Build sites that bring in business
High-converting WordPress and WooCommerce sites, with UX, SEO, and conversion planned from the first wireframe, not bolted on at launch.
Includes
- WordPress and WooCommerce builds
- Custom Elementor design
- UX and conversion optimisation
- Ecommerce and checkout flows
- Shopify, Webflow, and other platforms
Get found on Google and in AI answers
Organic growth without paid ads: sites built so search engines and AI tools can read them, trust them, and send people to them.
Includes
- Technical and on-page SEO
- Site structure and category hierarchy
- Google Merchant Center and product feeds
- Blog and content best practice
- Schema and AI visibility
- Migrations and 301 redirects
Keep them fast, secure, and online
The unglamorous work that protects rankings and revenue: speed, hosting, and security, handled before anyone notices a problem.
Includes
- Site speed optimisation
- Server-side cron and performance tuning
- Hosting, DNS, and load balancing
- Security and updates
- Ongoing support and maintenance
Run projects clients love
Clear scoping, honest updates, and a proper handover, so clients feel looked after from the first call to long after launch.
Includes
- Scoping and sales support
- Onboarding and offboarding
- Weekly client check-ins
- Training clients to edit their own sites
- Reviews and long-term relationships
The right tool for the job
WordPress when your team will manage it. Custom code when they won't.
My old WordPress site
This custom-built site
For most businesses, WordPress (or another CMS) is the right choice, because in-house content and marketing teams can manage and edit their own site without waiting on a developer. That's why it's what I build on for clients and teams.
My own site is different. I'm the only person who edits it, and I build websites for a living. So I custom-coded it in Astro, a fast static site framework, with every change tracked in Git and GitHub: faster to build, faster to load, and easier for me to manage.
I built it with AI-assisted workflows, which is how I work now: faster builds, same quality control.
The right tool is the one your team can actually use.
Case studies
Conversion results, not just pretty pages
Every project starts with a business goal: more sales, more enquiries, or a site the team can finally run themselves. Here's what I built or led, and what changed after launch.
951%growth in online sales
WooCommerce · UX · Conversion
A rebuild that grew ecommerce sales by 951%
20k+posts migrated, multilingual
Migration · Technical SEO
Moving 20,000+ posts from a custom CMS to WordPress
2-in-1retail store and wholesale portal
WooCommerce · B2B & B2C
One online store for trade and retail customers
Salesbigger baskets, more checkouts, higher revenue
WooCommerce · UX · Conversion
An online sweet shop built to sell and scale revenue
24/7event info and the route to tickets, around the clock
WordPress · Events
A website for a prestigious awards event
0stock images: every graphic is drawn in code
Astro · AI workflow · SEO
How I built this website with an AI workflow and Astro
Let's connect
Follow along on LinkedIn
I share what I'm learning about leading web teams, building high-converting WordPress and WooCommerce sites, UX, SEO, and AI workflows. Come and say hi.