Custom development is the work behind the page. In the Define–Design–Traffic–Convert method (DDTC) it lands mostly in Convert: the forms, calls, bookings and purchases a site exists to produce, the integrations that carry them into the systems you already run, and the measurement that says what happened.
That covers e-commerce, such as the WooCommerce store built to sell for Berry Bee Energy. It covers the licensing and commerce behind a software product, as in the go-to-market and licensing work for AutoTherm, an engineering tool. It covers the integrations behind a booking page, a lead form or a phone line, so a lead lands where someone will act on it, and the automation of a process a firm currently does by hand. Other builds have included the licensing and commerce plumbing for an engineering software launch, so a desktop product could be bought, activated and delivered without the founder touching each order; the AutoTherm case study walks through it.
Jeff built an agentic system that produces finished client websites, and the same discipline applies to client work: discovery first, a defined scope, a build that is measured once it is live. We do not start by choosing tools. We start by naming what the system has to do and who has to use it, then choose the smallest build that does it well.
A build is scoped as a project, and the ongoing consulting that often follows it is a separate engagement. You hear what is happening while it is built, and you see it working before it goes live.
