About MyDiro

“Tell me what you want your customers to do. We'll build around that.”

My background is engineering, where you have to explain your decisions and show that something works. I brought that habit into MyDiro: a standard we can check, and being able to show a business owner exactly what we have done and why.

The research, the technical build and the final checks are mine. I work out what the website needs to achieve, build the foundations and make sure everything joins up. I am usually the one asking, "What happens after someone presses that button?"

Outside work I am a tinkerer. Give me something that does not work properly and I will happily lose a Sunday finding out why. I like a long walk too, although I have normally thought of another project before I get home.

Stoke-on-Trent and Newcastle-under-Lyme are my patch. There are some brilliant businesses here run by people who quietly get on with doing a good job. Helping them look as capable online as they are in person is a big part of why I started this.

“Your website should feel like meeting you.”

My background is in aesthetics, and I run my own business, EMA, alongside my creative work at MyDiro. That has taught me how much trust matters before someone even gets in touch. I bring a business owner's perspective: how personal it feels to put your name, your work and your reputation online.

The visual direction is mine: colours, photography, film and the overall impression. I help translate what an owner has in their head into something they can actually see. My favourite moment is when they look at a design and say, "That feels like us."

Outside work it is photography and interiors. My phone is full of pictures of lighting, shopfronts, rooms and little details I have spotted somewhere. I am usually the person who wants to visit a café because I have seen a photograph of the inside.

Eccleshall and the surrounding villages feel like home: the independent shops and the familiar faces. A walk around Trentham is another favourite, especially when I need to switch off for a while.