Freelance · 15+ years experience · Based in Exeter UK
Design thinking.
Wordpress craft.
Brand-led website design & custom WordPress development.
My name is Sofi Smith and I help businesses and agencies create clear, credible and easy-to-manage websites, combining strategy, design and development from idea to launch
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strategy: true,
design: ‘brand-led’,
build: ‘custom WordPress’,
outcome: ‘clear, credible, easy to
Freelance design & development services
What kind of design or website support do you need?
I help businesses, founders and creative teams across the UK improve their brand, website and online presence with thoughtful design, clear structure and easy-to-manage WordPress builds, whether you’re refreshing a tired website, launching a new one, or creating a more polished visual identity for your next stage of growth.
New website design & build
For businesses that need a clear, professional website designed around their brand, content and goals — then built properly in WordPress.
Improve or rebuild an existing site
For websites that feel dated, generic, slow, hard to update or no longer reflect the quality of the business behind them.
Custom WordPress development
For businesses and agencies that need a fast, flexible and easy-to-edit WordPress site without relying on bloated page builders.
Agency support
Senior freelance design and WordPress support for agencies that need reliable help with web design, custom builds, overflow work or project delivery.
Selected work
A selection of clients and projects
Sentai
A clearer, more modern brand and website for a digital care solution supporting better care at home.
Eptura
Website and UX design for the launch of a global workplace technology brand bringing nine companies together under one identity.
David Ralph
A bespoke WordPress portfolio designed to present high-end fashion and beauty photography with clarity, speed and minimal distraction.
Brand, website design and WordPress development services
Whether you’re starting from scratch, improving an existing site or looking for reliable freelance support, I can help you shape, design and build a website that feels considered, credible and easy to manage.
Website design & build
Custom website design for businesses that need a professional, credible and easy-to-use online presence. From structure and page layouts to responsive design and WordPress development.
Custom WordPress development
Bespoke WordPress theme development for businesses and agencies that need fast, maintainable websites without unnecessary page-builder bloat.
Website refreshes & rebuilds
For existing websites that need clearer messaging, better design, improved usability or a more flexible WordPress setup.
Branding & identity
Logo design, visual identity and brand direction for businesses that need a clearer, more consistent foundation before investing in a website.
AI can generate a website.
It still takes experience to make it work.
AI tools and website builders can be useful for getting ideas moving, but a successful website still needs clear positioning, considered design, accessible UX, clean WordPress development and an editing experience that works long after launch.
I use modern tools where they make the process better but every project is shaped by human judgement, design experience and proper development standards.
- Clear structure and messaging
- Brand consistency
- Responsive design that feels intentional
- User experience that converts
- Fast, secure and SEO-ready builds
- Easy for you to update
website review
Not sure if your website is helping or holding you back?
If your website feels dated, generic, difficult to update or underperforming, a website review is a practical place to start. I’ll look at your design, messaging, user experience, WordPress setup and overall structure, then give you clear recommendations for what to improve next.
- Design and brand consistency
- Homepage clarity and user journey
- Mobile and responsive experience
- Performance and SEO foundations
- Opportunities to improve trust and enquiries
Kind words from great clients
A selection of reviews from clients I’ve worked with
★★★★★I started working with Sofi off the back of a recommendation and I can totally see why she was spoken of so highly. She made the entire process of helping me bring my brand and website to life so easy and was able to offer helpful suggestions and ideas that were in keeping with what I wanted. Her efficiency and professionalism throughout the process was so refreshing to see and since the launch she has always been available should I need any assistance
Danielle Peazer
★★★★★It was an absolute dream to work with Sofi. She is professional, creative and delivers above and beyond. I was so impressed by her work ethic and ability to take my very sketchy vision and make it a reality.
Robin James Man for Himself
★★★★★Hands down the best designer/coder I have ever worked with. A consummate professional, utterly reliable and a joy to work with. Now in our 3rd year working together!
Charlie Lamdin BestAgent and Moving home with Charlie
★★★★★Sofi works as part of your team and adds creative value to any brief. The work produced is always of a high standard and delivered on time and on budget. A pleasure to work with.
Lynda Sentai
Journal
Latest posts
Custom WordPress Themes vs Pre-Made Themes
Compare custom WordPress themes and pre-made templates, including design, performance, editing, cost and long-term flexibility.
Why You Should Hire a Designer Instead of Using an AI Logo Generator
In today’s digital world, AI-powered logo generators promise quick and affordable branding with just a few clicks. While…
Dark Mode Design in 2025: Best Practices for Web and UI
Dark mode is no longer just a trend — it’s an expected feature. Here’s how to design it…
Exeter based freelance designer & web developer
I’m a Freelance Web Designer and WordPress Developer based in Exeter, Devon, with over a decade of experience helping businesses and agencies bring ideas to life online. I help businesses create or improve their brand & online persona and work comfortably across both design and development, blending strategic thinking with technical execution to deliver beautiful, functional websites and brands.