Customer experience & digital systems
More conversions. Better retention.
Slow, clunky or manual customer journeys cost businesses both new work and repeat custom from their best clients. I fix that — building websites, booking systems, SaaS products and AI tools that make it easier for customers to say yes, and easier for them to come back.
Based in Leeds · Working with businesses across the UK
Where friction costs you customers
Every lost customer left at a point of friction.
The problem is rarely the product — it's the journey around it. I find where customers are dropping off or not coming back, and fix those points end to end.
01
First impression & conversion
A website that doesn't clearly explain what you do, or an enquiry form that takes too long to complete, kills potential work before you even know about it. I build sites and landing pages designed around getting that first response.
02
Booking, payment & onboarding
If getting from "interested" to "confirmed" involves more than one or two steps, you'll lose people — especially the ones who have options. I streamline booking flows, payment, and onboarding so customers get through cleanly and you spend less time chasing.
03
Ongoing experience & self-service
The best clients don't want to wait on hold or dig through email threads to get an answer. SaaS tools, portals and AI-powered search give them what they need instantly — and reduce the support overhead on your side.
04
Repeat business & retention
Winning a customer once is the expensive part. I build systems that keep them engaged and make it easy to come back — whether that's automated communication, renewal flows, or SEO and content that keeps you front of mind.
Why this matters for retention, not just acquisition
Most agencies only care about getting you new customers.
Getting new customers is expensive. Losing good ones — because the booking process was awkward, the follow-up was slow, or the self-service experience was poor — is expensive in a different way. I work on both sides of that: making it easier to convert the first time, and making the ongoing experience good enough that there's no reason to go elsewhere.
Tredgold Digital is led by William Hurt — working with businesses across the UK on the digital systems that sit between them and their customers.
Retention is where the margin is
A customer who comes back doesn't need to be sold to. Fixing the experience for existing clients is often a faster return than chasing new ones.
Friction compounds quietly
A clunky form here, a slow response there, a process that takes three steps too many — individually they seem small. Together they're why good customers drift to competitors.
End-to-end, not just the front door
Websites, booking systems, SaaS tools, AI integrations — these are all tools for solving the same problem. I use whichever one fits rather than recommending what I happen to sell.
Recent work
Friction removed. In production.
Three examples of what removing friction actually looks like — different industries, same problem.
Aviation · SaaS
CrewSwap
UK airline crew were spending hours manually cross-referencing flight time limitation rules to check whether a duty swap was legal. CrewSwap does that check instantly — live product, real paying users, hours of manual work eliminated per swap.
Construction · SaaS
SiteForge
UK civils subcontractors were managing CHAS, SMAS and Constructionline Gold accreditation through paper forms and back-and-forth emails — a process that cost them days and sometimes contracts. SiteForge replaces that with a structured digital workflow that keeps them compliant and audit-ready.
Aviation · AI
Ask Atlas
Airline pilots needed answers from dense technical manuals under time pressure. Ask Atlas is a RAG-powered B2B SaaS tool that lets them ask questions in plain English and get precise, sourced answers instantly — instead of digging through hundreds of pages.
Get in touch
Tell me where you're losing people.
If there's friction in your customer journey — at any point — I can usually spot it quickly and tell you what it would take to fix. No jargon, no obligation.
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