Hi. I’m Chris.
I build small-business websites from Northern Rivers NSW. For trades, clinics, accountants, anyone running a business that needs to be found and can’t afford to fight their website to do it.
I build the sites myself. I don’t hand off.
Vellero is one studio, one set of hands. I take the brief, I draw the scope, I write the copy, I build the site, I hand it over. I don’t route through account managers, I don’t subcontract the work to an agency, and the person you meet in the first call is the person you’ll still be working with in week five.
I started the studio because most small-business websites in Northern Rivers NSW weren’t built to rank or convert. They were templated, sold as set-and-forget, and quietly gave up ranking the minute the sale closed. Two years in, the owner is paying a platform fee every month for a site that costs them more in missed leads than the rebuild would.
Vellero is the upgrade. Custom-built. Engineered for speed and local search. Kept working with a monthly care plan so the schema stays valid, the page stays fast, and the Google Business Profile stays maintained. One flat quote. Four to six weeks. No hand-offs.
Northern Rivers is home. I grew up here, lived here for ten years before leaving, and came back to Bogangar three years ago to be near family. It’s not a marketing claim about being local. It’s the place I know how to operate in.
I came to web work sideways. I started in customer success at a tech company, got promoted into digital marketing without a marketing degree, and ran performance marketing across nine years. Health tech, health insurance, fintech, B2B SaaS. I led the build of the fathomhq.com.au website (the Xero, MYOB and QuickBooks reporting tool) with the cofounder and an agency. I’m still in tech, currently as a Senior Product Manager.
That’s the studio’s bedrock: the person briefing your site has shipped digital and marketing work for close to a decade, across the same kinds of industries professional services and trade businesses sit alongside.
What changed is the tooling. Custom small-business websites used to mean compromise: slow templates, or expensive agencies. Three years ago this work needed an agency: schema-complete, fast on mobile, engineered for local search, kept working. One operator can ship it now, at the price an owner-operator can charge. That’s why Vellero exists now and not five years ago.
Vellero is deliberately small. It runs after hours, alongside the day role: one studio, one person, four to six weeks per build, a handful of clients on care plans at any time. I don’t take pre-revenue startups. I don’t bill by the hour. I don’t take agency subcontracting work either. I don’t sell on Wix or Squarespace or any platform that locks you in. I’m based on the Northern Rivers Tweed coast and work across the region and South-East QLD (Gold Coast and Brisbane), with businesses that want to be found by people typing into Google or asking an AI assistant, and that would rather pay a flat quote than negotiate scope-creep invoices. Phone, video, and shared documents are the default; in-person where it adds value.
If you’re reading this and your site isn’t earning what it should, send me a brief. I’ll tell you honestly whether a rebuild, a care-plan uplift, or no change at all is the right call.
- 01
One studio, one set of hands
The person you meet on the call is the person who ships the site. No hand-offs. No account-manager layer. No invisible subcontractors.
- 02
Fixed price, fixed scope
Every Vellero build is a flat quote agreed in writing before the invoice. No hourly billing. No scope creep billed after the fact.
- 03
Built to be found
Every build ships with full schema, fast mobile load (well inside Google's "good" Core Web Vitals band), and Google Business Profile setup. SEO is not an add-on service.
- 04
Kept working
Every Vellero site is offered a monthly care plan that keeps the schema valid, the page fast, and the site maintained. Optional. Most take it.
- 05
You own it
On launch, the code, the domain, and the Google Business Profile are yours. No lock-in. No licence fees. No bought-back assets.
- 06
No promises nobody can keep
No first-page guarantees. No "world-class" anything. No language that would feel dishonest said in a room with the client.