TravelItaly Charme
Website rebrand and build for an established operator in premium, crafted tours and experiences across Italy.
Freelance web designer in London for custom WordPress websites
I’m a freelance web designer in London, designing custom WordPress websites for businesses and charities.
Every site is designed in full in Figma before any code is written, with a focus on typography, usability and accessibility.
Because I design and build the site myself, it goes from Figma to finished website with nothing lost in between. What you sign off is what goes live.
Brands I’ve worked with
Web design with a print background
Before I worked on the web, I spent 11 years as an art director in magazine publishing, after studying communication design at Central Saint Martins. That background shows in the way I design websites: clear hierarchy, careful typography and layouts that guide people to what matters.
Good web design isn’t only about looking good. It has to load quickly, work for everyone who visits and make it obvious what to do next. I design with all of that in mind, and with how the site will be built in WordPress and managed afterwards.
Why work with me
Designer and developer in one
I design and build every site myself, so the design is realistic to build and the finished website matches what you approved.
Designed before it’s built
You see full designs for every page type before any code is written. No surprises at launch.
Accessible and fast by design
Contrast, type sizes and page weight are considered at the design stage, not fixed afterwards.
You deal directly with me
One experienced designer from the first call to launch and beyond.
Web design services
Custom website design
Original designs for your brand and audience, not a theme with your logo dropped in. Every page type designed in Figma for desktop and mobile.
Website redesigns
A fresh design for a site that’s grown tired or no longer reflects your business, keeping the content and SEO you’ve already built up.
Typography and art direction
Type, layout, image treatment and hierarchy handled with the care of print design, so your site looks considered on every screen.
UX and site structure
Navigation, page structure and calls to action planned around how your visitors actually use the site and what you need them to do.
Accessible design
Colour contrast, readable type sizes and clear focus states designed in from the start, in line with WCAG 2.2 AA.
Logos and brand refreshes
Logo redraws, vector conversions and visual refreshes when the brand needs work alongside the website.
My web design process
Discovery
A free call to understand your business, audience, competitors and goals, plus a look at what’s working and what isn’t on your current site.
Structure
A sitemap and content plan, so every page has a clear job before any visual design begins.
Design
Full page designs in Figma for desktop and mobile, shared for feedback and refined together until you’re happy.
Build
I build the approved design as a custom WordPress theme myself, so the finished site matches the design down to the detail.
Launch and beyond
Testing, launch and training, followed by ongoing support and design updates as your business grows.
Recent web design projects
Travel
EventsMelbourne Hall
Website design, development, and a logo revamp for Melbourne Hall. A Grade II* listed historic house and gardens in Derbyshire.
EventsThe iLUKA Collective
Website design and a custom theme for a global events company, built to match an existing brand precisely.
TravelSaharai Morocco Tours
Website design and build for a boutique operator specialising in crafted desert and cultural experiences across Morocco.
Film & TVLocations London
Website design and development for a leading film, TV, and events locations agency based in London.
What clients say about working with me
Rated 5.0 out of 5 on Google (opens in a new tab)Working with Leon was an exceptional experience—five stars simply is not enough! He instantly understood my vision and expertly transformed my website into a more refined and luxurious version. I wholeheartedly recommend him to anyone seeking to elevate their business to the next level.
Moreno Moretti — Italy CharmeLeon has a great eye for designing creative and inspiring websites. He is extremely easy to work with as he is always so willing and helpful to ensure that we, as the client, get exactly what we want. Leon has designed 3 websites for us so far and we have been delighted with the results. I wouldn’t hesitate to recommend him.
Andrew Loyd — Loyd & Townsend RoseLeon is wonderful to work with! I recommend him to anyone looking for creative and responsive website design. He is quick to respond and his communication is always clear, professional and friendly. He has gone above and beyond, making suggestions for slick website additions, whilst always remaining within budget.
Josie Shenoy — Josie Shenoy IllustrationLeon understands essentials like page speeds, usability, and mobile optimisation, then combines these with a keen eye for sharp, crisp design. The results are always spectacular, plus delivered on time and on budget!
Gavin Brightman — Sound ZeroLeon is a pleasure to work with. He is unique in that he has a creative and technical background and so brings a huge amount of experience to each job he does and is able to consider not only the technical aspects but also the creative side.
He is extremely professional and doesn’t just do the bare minimum, he always goes above and beyond on each project.
I would definitely recommend and I look forward to working with him again in the future.
Web design pricing
Design and build are quoted together at a fixed price after a free call, so you know the full cost of your new website up front.
Get a quoteWebsite design and build
Custom design in Figma, built as a bespoke WordPress theme.
From £2,000
Website redesign
A new design for your existing WordPress site and content.
Fixed quote
Design only
Figma designs and a style guide for your own developer.
Fixed quote
Web design FAQs
Why hire a freelance web designer instead of an agency?
You work directly with the person designing and building your site. There are no account managers or juniors, decisions are faster, and you usually pay less than agency rates for the same level of experience.
How much does a custom website design cost?
Design and build together start from £2,000 for a smaller brochure site. Larger sites, custom functionality and online shops cost more, and every project gets a fixed quote after a free call so the full price is agreed up front.
Can’t I just build my website with AI?
For a simple site or to test an idea, often yes. Tools like Lovable, Framer and Wix can produce a decent-looking first draft in minutes. Where they fall short is the work that makes a site earn its keep: a structure built around your customers, copy and design that set you apart from competitors using the same tools, accessibility, solid SEO foundations, and someone to fix it when it breaks. If you’ve already started with an AI tool, I can review it and tell you honestly whether it’s worth building on.
Can we start with something smaller before committing to a full project?
Yes. Larger projects can start with paid project discovery from £1,500: a review of your current site, your goals and competitors, a sitemap and a fixed quote for the build. If you go ahead, the discovery fee comes off the project price.
Do I see the design before the site is built?
Yes. Every page type is designed in full in Figma for desktop and mobile, and nothing is built until you’ve approved the designs.
Can you redesign my existing website?
Yes. I can redesign your current site while keeping its content, URLs and search rankings, or combine a redesign with a move to a new platform. See WordPress migration.
Can you work with our existing brand guidelines?
Yes. If you already have brand guidelines, I design within them, as I did for The iLUKA Collective. If your brand needs work, I can help with that too.
Will my website work on mobile?
Yes. I design mobile layouts alongside desktop ones rather than squeezing a desktop design onto a phone, and test the finished site on real devices.
Do you write the website copy?
I help shape the page structure and headings so the content works for visitors and search engines. You or a copywriter provide the main copy.
I already have a developer. Can you just do the design?
Yes. I can supply Figma designs and a style guide your developer can build from, and I’m happy to answer their questions along the way.
Contact
Planning a new website?
Tell me about your business and what the new site needs to do, and I'll come back with ideas and next steps.
Related services
WordPress Development
Custom WordPress theme development, built the WordPress way for speed, flexibility and accessibility – no page builders, no bloat, just clean code that’s easy to maintain and extend.
WooCommerce Web Development
WooCommerce shops, booking systems and ticketing platforms, plus branded emails and customer notifications at every step of the journey.
Website Strategy & Audit
Developer-led website audits covering performance, accessibility, SEO, and technical structure. No generic checklists – just a clear roadmap of what to fix first.