Senior Software Engineer & Digital Strategist: Driving £17M+ Revenue Growth

Transforming from Pixels to Predictable Profit

I am Wayne Frisby, a Senior Software Engineer & Digital Strategist who transforms digital presence from a cost into an investment. My expertise is rooted in over a decade of experience leading and building multi-award winning bespoke web-based projects that measurably increase revenue for clients.

"How much for a website?"

It's the question that haunted me for years at the agency. The creative director would stumble through his response: "Well, it depends... how long is a piece of string?"

I preferred: "Do you want a shed or a mansion?"

But we were all dodging the real issue. We were answering the wrong question entirely.

The truth? It doesn't matter if it's a shed or a mansion if neither generates a single lead.

The Wake-Up Call

I wasn't supposed to end up here. After drifting through retail management and warehouse leadership (jobs I was inexplicably good at despite caring very little), I thought music might be my escape. A year at BIMM (Brighton Institute of Modern Music) showed me I had the talent, but not the stomach for an industry built on who you know and whose ego you're willing to stroke.

So I fell into web development. Just another job, I thought.

Except this time, something clicked. I actually enjoyed building things. The engineering mindset. Innovation. Good design. For the first time in my working life, I didn't feel like I was just marking time in the rat race.

But there was a problem festering beneath the surface of our award-winning agency.

The Cracks in the System

We were brilliant at building websites. Our awards proved it:

• 2017 Sussex Digital Awards: Gold for Best Responsive Website, two Bronze awards
• 2018 Surrey Digital Awards: Silver for Best Website

The awards finally killed my impostor syndrome. I was made development team lead, not because I was the best coder (I wasn't), but because I understood communication and project management. I was given responsibility for SEO. I learned to price projects.

And that's when I started noticing the rot.

Hourly billing was destroying us from the inside.

Every time we got better, faster, more efficient, we earned less. We were literally punished for improvement. The incentive structure was backwards, driving the owners to hire cheap, inexperienced developers we were too busy to train properly.

But the bigger problem? We were selling the wrong thing.

"Why should I pay £5,000 for this when I can get a WordPress theme for free?"

We had no good answer. Our pitch was essentially: "We'll make your website look pretty and improve your brand image."

That's an incredibly hard sell. And watching the directors struggle on those sales calls, I realised why. We were focused on aesthetics whilst businesses were bleeding revenue from websites that didn't convert.

The Turning Point

I convinced them to let me sit at the design table. Before, developers were just handed signed-off designs (another frustration, because we'd spot issues within minutes). Now I could bake Conversion Rate Optimisation into the wireframes themselves.

The change was shocking to look back on: We hadn't even been including proper CTAs beyond the obvious ones. We'd install Google Analytics and then ignore it until someone asked for vanity metrics like page views. We never showed clients their website's performance—criminal, really, especially since this probably explained why so many churned.

In 2017, I launched my first proper CRO project with A&B, painstakingly adding revenue tracking to Google Analytics. For the first time, we could show a client exactly what their website was worth.

We secured our first retainer for ongoing optimisation. No more churning out websites like robots. No more competing with off-the-shelf products.

We were finally selling what mattered: business outcomes.

When Everything Nearly Collapsed

Then COVID hit. One director left the agency and attempted to take our clients with them, hoping to put us out of business.

The hourly billing model would have killed us.

But by then, I'd discovered something that changed everything: value-based pricing with performance-based billing.

It flipped the entire conversation. Instead of haggling over costs, we were investing in shared success. Both parties incentivised to generate the maximum number of high-quality leads possible.

It saved the agency. And it proved the model works.

The System That Emerged

Now I'm obsessed with performance metrics. Those stats are like Football Manager, but for real businesses. I've learned from people like Alex Hormozi (his book £100M Offers is something I wish my bosses had read ten years ago).

And I've distilled everything into systematic methodologies that actually deliver:

The Results That Matter

Over the last 7.7 years, across 5 custom-built websites for 4 clients:

The Methodologies

The 8.24% Method (for established businesses, £200K–£2M revenue):
Designed for companies experiencing inconsistent lead flow. I transformed a surveying firm facing crisis—including a hacked website—into a business that achieved a 500% ROI in year one and an 8.24% conversion rate by year four.

The Category Domination Blueprint (for ambitious startups under £500K):
Tailored for rapid scaling. This blueprint helped a solo surveyor scale to 25 UK locations and achieve conversion rates in the Top 1% Global (20%+).

The Three Pillars

Every project centres on:

• Digital Transformation Strategy: I present technical problems as tangible revenue opportunities, often starting with a Crisis Audit
• Conversion Optimisation: Implementing CRO from wireframes onwards, ensuring every design decision moves prospects closer to becoming clients
• Lead Generation & Conversion: Using Sales Psychology, Storytelling, and Conversion Copywriting (PAS Framework) to address real customer anxieties

A Different Kind of Partnership

I work collaboratively because your business is unique, and you deserve a say in how it's portrayed. But I'll always give you honest feedback on what will drive growth.

This isn't a vendor relationship. It's a strategic partnership rooted in aligned success through value-based pricing and performance-based billing.

We're both incentivised to win. Together.

Beyond the Work

Outside of solving digital problems, I maintain my artistic pursuits through music (that BIMM year wasn't wasted) and on the football pitch.

But increasingly, I'm fascinated by business itself. How systems work. How offers convert. How to transform websites from cost centres into appreciating business assets.

Because here's what I learned the hard way: The question was never "how much for a website?"

The question is: "How much revenue can we generate together?"