About latte.
We build websites
from the customer’s side
of the screen.
latte. is a small studio building bespoke, custom-coded websites for service businesses across the US and Canada. Every site we ship is built around one question: will the customer on the other end of the search pick up the phone?
Why we exist
Too many great businesses
are invisible online.
Drive around any city in North America. Count the service businesses doing the work, the landscapers, the foundation repair crews, the custom home builders, the interior designers, the pool builders. Then look them up online.
Most of them either don’t have a website at all, or have one that looks like it was built in 2007. The work is great. The reputation is earned. The website is actively losing them business every week it stays the way it is.
Meanwhile, the agencies filling the gap mostly build the same sites twice, WordPress templates, GHL funnels, Wix themes with a logo swapped in. Those work for a while. They stop working when the market gets competitive.
latte. exists because there’s a better way. Every site we build is fully custom-coded, tailor-made for the business it represents. No builders. No templates. No shared foundation. Just the site your business would have if cost weren’t a factor, and we make it a reasonable factor.
What makes us different
We design for your customer.
Most agencies design websites to impress the business owner paying the bill. They pitch mood boards, argue about headlines, debate hero images, and ship something that makes the client feel good about the spend.
That site fails the moment a customer lands on it.
We design from the other side of the screen. The homeowner at 11pm, scrolling through five contractors on their phone, deciding who to trust with a seven-figure project. The homeowner calling three landscapers and picking the one whose site made them feel calm instead of sold to. The buyer deciding between two real estate agents with identical listings, picking the one whose site made them feel like a human, not a lead.
Layout, copy, photography, CTA placement, load time. We weigh every choice against how it reads to the person on the other end of the search. That’s the only audience that matters.
How we work
Small team, one project
at a time.
Positioning
Before anything gets designed, we figure out what makes your business the obvious choice in your market. Everything else flows from this.
Design
Custom, not template. Built for your audience, your pricing, your geography, your actual work. Every pixel earns its place or doesn’t make the cut.
Build
Fully custom-coded on a modern stack. No WordPress. No GHL. No site builders. No plugins to patch. Fast by default, search-ready from line one.
Launch & support
We ship in 2 to 4 weeks, train you on updates, and stay on call for the first months to fine-tune based on how real visitors behave.
The team
Who builds it.
I spent two years as VP of Technology & Development at a lead-gen company in the auto space, running tech, designing and building their website from scratch, and architecting the proprietary systems behind it, including a custom lead-routing engine that powered the whole operation. The company crossed half a million in annual revenue selling leads before I left.
Since then I’ve built several conversion-focused sites for service businesses and picked up a few things along the way. How to get the right eyes on a company through traditional search. How to show up in AI-driven search like ChatGPT and Perplexity, which is reshaping how buyers find businesses in real time. How to build sites that don’t just look good but pull their weight as business assets.
I started latte. to apply all of it to the businesses that need it most: service businesses that are great at their craft but losing work to competitors with louder websites.
The rest of the studio
Two co-founders and a small sales team round out latte. Every project still runs through Sam directly for design and build. We keep the studio intentionally small so the quality bar stays where it is.
What we believe
The short version.
- A website exists to serve the customer who lands on it, not the business that owns it.
- Templates and page builders are fine for side projects. If your business is your livelihood, it deserves custom work.
- Showing up in Google is the floor, not the ceiling. The next decade of search is AI, and sites need to be built for both.
- Small studio, one project at a time. Every client gets the full attention, not a fraction of it.
- Design without a business case is decoration. Every choice has to earn the phone call.
Let’s talk
See if we’re
a fit.
15 minutes, no pitch deck, no pressure. If we’re not the right studio for your project, we’ll say so and point you somewhere that is.
book a discovery call