sW. Smart Websites

Introducing the Facet: a website that adapts to every visitor.

A Facet is a smart website built in five dimensions. It reads each visitor, continues the promise they arrived with, and reshapes itself in real time, so more of them buy, sooner, and for less.

Adaptive Commercepowered byGrowCentric.ai

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See it shaped for your trade:Law firms Accountants Estate agents Hotels Clinics Manufacturers Construction Finance Retail SaaS Agencies Recruiters

What it changes for your business

up to30%

Conversion rate

More of your visitors become customers.

up to40%

Time to purchase

From first hello to sale, shorter.

up to50%

Marketing production cost

Ads and assets, made automatically.

More of your visitors buy.

Indicative "up to" ranges, not a promise.

Why it pays off

What you actually get.

The headline numbers are the start. Underneath, every Facet earns its keep, costs less to run, and is safe to hand to an auditor.

A salesperson, not a brochure
It does not sit there waiting. It reads each visitor and walks them to the decision, the way your best salesperson would in the room, on every visit, at any hour.
Fewer people lost on the way
Every section is placed where a decision happens, so far less of your hard won traffic leaks out of the funnel before they act.
Website and marketing, one process
They stop being two teams passing files. A change goes from idea to live in your brand voice without a queue, a ticket or a bottleneck.
Ads built and tested for you
It connects to GrowCentric.ai to generate the banners and assets and set up the campaigns across Google, ChatGPT ads (UK and US), Meta, LinkedIn and TikTok, tracked and A/B tested against matching website content.
Lower cost to run
Less manual work on assets and campaigns means real savings on staff, agency fees, and the employer costs and taxes that come with them.
You own the code
The site is yours, in your repository. No CMS licence to rent, no lock in, and nothing to lose if you ever choose to take it elsewhere.
Secure by design
Built on a hardened Rails stack, not a tower of plugins, so it is not exposed to the constant stream of attacks that WordPress and its add ons attract.
No ceiling, app included
No template limit: whatever the business needs the site to do, it can do. And if that includes a native iPhone and Android app, a client portal or a booking app, it is built on the same core and included in my fee. If not, you pay nothing for one nobody would open.
Documented, insured, compliant
Every release is version controlled with release notes, a clean audit trail for insurers. And the work is covered by insurance that permits handling sensitive data, backed by a documented, compliant process.

The problem in one breath

Most websites say the same thing to everyone, and then nobody trusts the numbers.

One page for everyone

The shop owner, the founder and the marketing lead all land on the same headline, and each of them thinks it was written for someone else.

Ads that promise, pages that forget

The ad says one thing, the page says another, and the visitor who clicked spends the first five seconds checking they are in the right place.

Numbers nobody believes

Half the visits never show up, the rest arrive in three tools that disagree, and the CMS in the middle is the part everyone dreads touching.

Story

A page that walks people through a decision, one section at a time.

A brochure lists things. A story guides someone from the problem they arrived with to the step they are ready to take. Every section is placed where a decision happens, so the next thing on the screen is always the next thing on the visitor's mind.

Real exampleA business owner comparing three suppliers in one evening, arriving from an ad about one specific service.

1They land on the exact service the ad promised, not a generic welcome.
2The problem they typed is named back to them in the first line.
3A recent, comparable result sits right there, with the number on it.
4The person they would actually work with, not a stock photo.
5One clear next step: a slot this week, one click.

How I use the StoryBrand structure

The same 1,000 visitors

Brochure20 enquiries

Storyup to 26 enquiries

up to +30% enquiries

Indicative "up to" ranges, not a promise.

Signal

Numbers that are always real, so decisions are always yours.

Every placed section reports back, in more than one way at once, so a blocked tracker or a declined banner never leaves a hole in the picture. What you see happened. What you decide is based on that.

No consent gap
No ad blocker hole
No double counting
No monthly PDF

Why most analytics are broken, and the fix

Stage and Memory

The site knows where a visitor is, and remembers them when they come back.

Behaviour on the placed sections tells the site whether someone is just looking, weighing it up, or ready to talk. And a returning visitor who agreed to be remembered gets the site they know, not a stranger's homepage.

First look
Weighing it up
Ready to talk

Remembered only with her consent, first party only, nothing stored before she agreed.

Personalisation without being creepy

Tuesday: Maria clicks through from a post, skims the story and leaves. The site noticed she stopped at the proof.

Thursday: she is back. The page opens where the proof is, and the next step is right there. She books the workshop.

Shape

The page continues the promise the visitor came in with.

An ad about online shops lands on a page about online shops. A post about data lands on a page that talks numbers. Same page, same story, different emphasis, and it happens before the first word is read.

Pick who is visiting. The section reshapes itself. Then try it for real: this whole page reloads as that visitor sees it.

A visitor who arrived cold

I'm Georg. I help ambitious businesses grow on evidence, not hope.

15+ years turning ideas into businesses that grow, as one person who gives your project everything. No agency, no handovers, and you own everything I build.

This is the real copy from the homepage of this site, not a mock up.

Back to the page everyone sees

Prove

Every layer is tested properly, so the winner is data, not a hunch.

A story section, a headline, a preview, a call to action: each can run as two versions against real enquiries, each visitor kept on one version, and a winner declared only when the numbers can carry it.

Winner, on real enquiries

Version A

Winner, on real enquiries

Version B

Sticky per visitor
Real conversions, not clicks
A verdict only at confidence
Nothing decided on vibes

The testing methods I trust

What ships with every smart website

The boring parts, done properly, because that is where sites quietly leak.

Fast and accessible
Built to load fast on a phone and to meet the accessibility standard the law now expects, in both languages.
Tested before it ships
Every behaviour is written down and checked automatically on every release, so a fix never breaks something that worked yesterday.
Watched live
The moment a visitor hits a problem, the report arrives with the full context, usually before a second visitor ever sees it.
Your seat in the hub
Documents, releases, decisions and the numbers, in the same client portal the rest of the work lives in.
Yours, documented
You own the build and everything around it, and it is written for the next person to pick up cold. No hostage code.
Built in the open
Every release is versioned and written up, and the critical parts are verified before they go live.

REST API ready

One website, every screen

Your Facet is built API first, on the same hardened Rails core as my shops and SaaS platforms: a clean REST interface that speaks JSON with the tools you already run. CRM, booking, quoting, ERP, accounting: the enquiry lands there as a record, not as an email someone retypes, and the site knows when a lead became a client.

And if your business needs a native iPhone and Android app, a client portal, a booking app, a loyalty app, it is built straight on top of the same core, sharing the logic, the data and the tests with the website. For my smart website clients that is included in my fee when it is needed, not an upsell. If you do not need one, you do not pay for one nobody would open.

Whether web, app or API, every event lands in the same tracking, analytics and data science system I run for you. One source of truth, every screen measured.

Native app included when you need one

Everything you plug in

CRM and booking tools
ERP and accounting
Partner websites and portals

Your Rails core

REST API · JSON

Native mobile apps

Download on theApp Store

Get it onGoogle Play

AI writes the code. Who is responsible for it?

Yes, AI can build a website. This is what it cannot do for it

A website is the one thing everyone has seen AI produce in minutes. The difference shows up in what happens after: the law, the measurement and the changes.

Accessibility and consent law ignored

Built to the standard the law has required since June 2025, with consent enforced in the code and proof on the page, not a plugin bolted on afterwards.

Numbers that are precise and false

The variants, the stages and the conversions are measured by a tracking design a data scientist signed off, so what the site reports is what happened.

A site you cannot change without breaking it

Rails, tests on the critical paths, documented and in your name. The visual layer is where AI makes me fast; the plumbing underneath is where experience makes it safe.

Where AI builds, where I decide

Low risk: AI builds, I glance

Layouts and styling
Forms and validation
Boilerplate off the critical path
Seed data, scripts, docs

Medium risk: AI drafts, I edit

Edge cases for the tests
Review as a second reader
Refactoring under green tests
Release notes from the tests

Critical path: I decide, AI advises

Architecture and data model
Money, tax, payments
Authentication and permissions
Every verified critical path

The lower the blast radius of a mistake, the more AI builds alone. The higher it is, the more it advises while a person with a name on the contract decides, reads and tests.

Why that costs you less, not more

Account manager
Project manager
Designer
Developer
QA

One accountable engineer
AI on the low risk work

Agency team

Me, with AI

The hours for layouts, forms, scaffolding and documentation have collapsed, and that saving is in my package prices. The hours for judgment, architecture and proof have not, and that is what you pay for. One person, no hand-offs, no coordination overhead, and more tests than before because writing them is no longer the expensive part.

What you can check, not just read

Tests you can read in plain language in your client hub
Critical paths verified and frozen behind approval
A release register and an audit log
Code, data and infrastructure in your name

AI changed who writes the code. It did not change who answers for it.

Start with the free workshop Read the full article: the research, the nine dangers, the twelve questions to ask anyone who builds your software

How every engagement runs

Enterprise discipline, one person

Anyone can promise quality. I run every engagement through systems that prove it: a real client portal, legal clarity before work begins, and evidence for every release. This is what working with me actually looks like.

Your own client portal

Every client gets a seat in the Keferboeck Hub: onboarding, documents, dashboards and live project links in one place. Structured from day one, so nothing important ever lives in a lost email thread.

Legal clarity before work begins

Contracts, terms and insurance documents live in a portal vault. Signed versions are locked forever, every view and download is logged, and onboarding includes a formal review and acceptance step, with the option to hand it straight to your legal team.

Every release documented

Production releases are versioned, timestamped and written up: what was added, what changed, what was removed. You can always answer the question "what exactly went live, and when", because the record exists.

Tests gate every release

The full TDD and BDD suites must pass before anything reaches production, and the runs are recorded as evidence, with coverage tracked. A release that has not proven itself does not ship.

Verifiable by third parties

Critical business logic, how a calculation works, which legal documents a signup binds, is written up in plain language, approved by you, frozen at that state, and exportable as a PDF in English and German for your auditor. Changes reopen the approval, so the record never drifts from reality.

Security tested

Major production releases get web application security testing on top of the automated suites, grounded in formal offensive security training. Systems that hold customer and payment data deserve nothing less.

Insured, properly

A comprehensive insurance package is in place through the broker JMG: professional indemnity, public liability, employers liability and cyber cover. The insurer knows explicitly that my systems handle accounting grade workloads for SaaS products, loan interest and repayment calculations included, so exactly that work is covered.

And if I fall under a bus?

Everything is documented: architecture, decisions, processes, tests and the code itself, all written for the next person to pick up cold. If anyone else ever needs to take over, for any reason, the handover is instant and smooth. No key person risk, no vendor lock in, no hostage code. Very few agencies can honestly offer that; almost no freelancer can.

The other side of that coin: I play a central role in every project and I take responsibility for it. I do not vanish the moment a better offer turns up. The setup is simply built to change as you grow. When the workload gets massive, parts of what I do can move in house, your team owns the day to day, and I focus on whatever challenge matters at that stage of the growth cycle. That is the plan working, not a breakup.

How working with me runs, in full

Accessible by law, by default

Open to everyone, and legally covered

Every website and store I build is accessible from day one. That satisfies the European Accessibility Act, in force across the EU since June 2025, the UK Equality Act, Austria’s Barrierefreiheitsgesetz and Germany’s BFSG. It also means roughly one in five customers, those with a disability, can actually buy from you, and you stay well clear of the fines.

Most business owners never think about this, so here is a live demo. This panel is deliberately running at the bare legal minimum. Hit the switches.

Fines run up to around 80,000 euro in Austria. More to the point, an accessible site simply sells to more people. Every build ships this way as standard.

The loop

The website teaches the advertising.

Which messages, which journeys and which previews turn into enquiries flows straight back into where the next budget goes. The site gets sharper, the ads cost less, and the two stop being separate projects. That loop is Growth Plus.

Growth Plus, the whole loop Performance marketing that reports back

Who it is for

A good fit for some, and honestly not for others.

Made for

Companies that run campaigns and want the page to keep the promise the ad made.
Brands leaving a CMS that costs more time than it saves.
Agencies whose clients keep asking for exactly this, through the partner programme.

The agency partner programme

Not made for

A five page brochure site with no campaigns behind it.
Anyone who wants to move boxes around a layout every week.

What it costs

One monthly price that falls as the site carries itself

A smart website is a managed build, not a licence. The price runs in three phases like every package on the pricing page: £8,400 a month for the build, £7,300 a month while the first winners ship, £6,300 a month from month nine. In euros that is €9,700, €8,400 and €7,200. Final prices, and for EU business clients no VAT is added.

Months 1 to 4: build

£8,400 a month. The workshop plan, the site built in five dimensions on Rails, the tracking and event strategy signed off by a data scientist, share images per page and message, A/B testing set up, AI editing through your portal, hosting, monitoring and documentation. PM and QA on every release.

Months 5 to 8: optimise

£7,300 a month. Experiments running on real conversions, content shaped per stage and message, the first winners shipped, monthly reporting, and edits through your portal with your approval.

From month 9: run

£6,300 a month. Hosting, monitoring, releases, edits, the engine kept sharp, and a quarterly review with the data scientist.

Optional from month 5: the campaign companion at £1,900 a month (€2,200), cancel monthly. Performance marketing on the site's own numbers, with ad spend paid by you directly to the platforms and never marked up. If the business needs a native iPhone and Android app on top of the site, it is built on the same core and included in the fee, not added to it. Every engagement starts with the free workshop, and you keep the plan whatever you decide.

See it on the pricing page How the prices are built

Proof

You are looking at the first one.

Curious what your smart website would look like?

We start with the free workshop: your site, your customer journeys, your plan. Then two weeks of real work, on me. You keep the plan whatever you decide.

Book the free workshop Or just message me on WhatsApp

Why it pays off

A salesperson, not a brochure

Fewer people lost on the way

Website and marketing, one process

Ads built and tested for you

Lower cost to run

You own the code

Secure by design

No ceiling, app included

Documented, insured, compliant