What I've actually done. Once.

Not a portfolio. The research as it actually unfolded, the decisions that came out of it, and an honest record of what's next as the work continues.

Last entry added March 2026.

First entry

Jelbert's Ice Cream

Newlyn, Cornwall

jelberts.co.uk →

Reviews

396 Google reviews

Rating

4.8 stars

Recipe

Recipe unchanged since before WW2

Prior website

None

01 — How the research unfolded

Step through it. A few steps include a decision that came directly out of what was found — flip those to see what was requested versus what actually got built.

7 steps. Step through them yourself.

Start →

02 — What changed on Google — checked live

Before — reconstructed from research notes

396 Google reviews

No website listed.

Reconstructed from research notes taken before the build — not a screenshot. This is what the index documented before any work began.

After — live right now

03 — What shipped

15 sections built on Carrd Pro Standard

Live open/closed status driven by real opening hours logic

GA4 and Search Console connected

SEO structured data — IceCreamShop schema, full meta

Dynamic weather pulled from OpenWeatherMap on page load

"Rory has been an absolute pleasure to work with from start to finish. His passion and commitment to his trade was quite evident from the research he had undertaken before we had even met and begun the website design. Rory is only starting out in his career path but has shown a maturity and skill set far beyond his years."

— Harry, Jelbert's Ice Cream

Second entry — not yet written

This space is empty because there's only been one project so far. That's it.

What it'll take to add a second

—

A real gap between what's been built and what people can find

—

Willing to have the research shown, not just the finished result

—

A proper conversation first, not a rushed brief

Nothing on this page is a finished case study written afterward. It's the actual sequence — including the point where the plan changed, and what got argued through before it shipped.