Website strategy
We decide who the site is for, what they need to understand, and which action matters most. That gives every later design decision a reason.
- Audience and goal definition
- Page and content plan
- Conversion path
Independent web design studio · Oklahoma City
A clear, credible website—built around the next step you want customers to take.
Shift Key Software plans, designs, and builds responsive websites for small businesses, professionals, and growing teams. One accountable partner takes the work from strategy and content structure through launch.
Direct collaboration · Responsive by design · Accessible from the start
One point of contactReal responsive designAccessible, semantic buildClear launch ownership
Website services
A complete website process, without the agency maze.
Good websites are not a stack of disconnected deliverables. The strategy, copy structure, visual design, code, accessibility, and launch plan have to support the same business goal.
Custom design
I shape the story into a visual system that feels specific to your business. You see responsive page directions before the build is locked in.
- Visual direction
- Responsive page design
- Reusable design system
Responsive development
The approved direction becomes a fast, accessible website with thoughtful details, clear content, and layouts made for phones—not merely shrunk for them.
- Front-end implementation
- Accessibility and SEO
- Performance-minded media
Launch & refinement
I handle final checks, deployment, and the small release details that turn a build into a dependable public website. There is a practical path for future changes, too.
- Cross-device QA
- Launch support
- Ongoing improvements
Featured website · Collect
A serious service made clear, useful, and approachable.
Collect helps freelancers recover unpaid invoices through professionally escalating email follow-ups. The website turns a stressful, unfamiliar service into a focused story with enough context to build trust—and one obvious way to begin.
The design problem
Make a high-stress decision feel understandable.
A freelancer arriving with an overdue invoice does not need more complexity. The page leads with the desired outcome, explains how escalation works in plain language, and uses product details to make the service feel tangible before asking someone to start.
- Project goal
- Build trust quickly and make the free dispute path easy to understand.
- Project scope
- Brand direction, information architecture, responsive design, front-end implementation, and launch.
- Design decision
- Use the active dispute card as product proof instead of relying on abstract claims.
How it works
Clear decisions from first conversation to launch day.
The process stays focused on what the website needs to accomplish. You see real progress, know what decision is next, and work directly with the person responsible for both design and implementation.
Understand
We define the audience, business goal, strongest proof, and the one action the site should make obvious.
Shape
I turn the raw material into a clear story, page structure, visual direction, and focused set of calls to action.
Build
The approved direction becomes a responsive, accessible website with purposeful motion and real content.
Launch
We test the finished experience, publish it, and keep a practical path open for future improvements.
A good fit
For organizations that need clarity, credibility, and a website they can depend on.
Shift Key is a practical fit when your current website no longer explains the business well, a new service needs a focused launch, or you want design and development handled together instead of passed between vendors.
- Small-business and professional-service websites
- Product and service landing pages
- Existing-site redesigns and content restructuring
- Responsive, accessibility, and performance improvements
Who’s behind the work
A small studio with one accountable point of contact.
Jacob Crandall brings a systems mindset to website work: clear requirements, maintainable implementation, careful release checks, and direct communication. His broader background includes Salesforce administration and development plus native software for the Mac and iPhone.
About JacobCommon questions
Before we start.
Do you work with existing websites?
Yes. A project can start with a focused landing page, a redesign of an existing site, or a clearer version of a site that has outgrown its original structure.
Will I be able to update the site?
We choose the editing approach around the content you actually change. I avoid adding a heavy content system when a simpler, more dependable setup is the better fit.
What happens after launch?
I provide a clean handoff and can continue with measured improvements, new sections, and technical maintenance when the website needs to evolve.
Start a conversation
Tell me what the website needs to do better.
Share what you are building, where the current experience falls short, and what a successful launch should change. If the project sounds like a fit, we can decide on the useful next step.
Prefer a live conversation? Book a 1-on-1 on Cal.com