The website, and everything behind it. Whether you hold a room, a chair, a case or a callout, the work is the part you are good at. The booking, the quote, the reminder and the invoice should hold themselves.
One practice at a timeDiagnose before we treatA room, a chair, a case, a calloutNo templatesYours outrightOne practice at a timeDiagnose before we treatA room, a chair, a case, a calloutNo templatesYours outright
01 Why we exist
The future is self-employed.
More people will work for themselves this decade than at any point since the trades. Not as a fallback between jobs, but as a first choice. A practice of one, run properly, is a real business, with a real P&L and a real future.
Run properly is the part nobody teaches. You trained to treat, advise, represent or wire a building, not to price a package, build a pipeline or chase an invoice.
So the admin gets done at nine at night, badly, and the business never quite becomes one.
That is the whole job here. Max and Catalin diagnose your business and the way you actually operate (a week of sessions, a day in the van, a morning behind the front desk), find the openings, and help you grow one step at a time. We know how it is. It is exactly how we started.
02 The method
Three steps. Nothing else.
No discovery deck, no brand workshop, no forty-slide strategy you will never open again. We diagnose it, we set the formula, we treat it once: the site and the software under it, as one thing.
Step 01
The Diagnosis
Two long conversations, recorded, and one full week of your operations observed: in the room, in the van, or behind the front desk, wherever the work actually happens. It comes back as a written diagnosis, with the openings ranked by effort and payback.
Step 02
The Formula
One position, one voice, one visual idea, and one way your practice will actually run. If either half could carry another practitioner's name, we throw it out and start again.
Step 03
The Treatment
Hand-written site, hand-built software, wired to the services you already pay for. Yours outright: no page builder, no monthly rent on your own front door, no plugin you are frightened to update.
03 The actives
A practice is more than a homepage.
Most of a one-person practice is admin nobody trained you for. We build the parts you actually need. No suite, no seat licences, no modules you will never open, and we build them to fit the way you already work.
01
Scheduling & dispatch
Real availability, real buffers, real drive time. Rooms, chairs and vans, two-way with the calendar you already live in.
02
Intake & records
Forms people can bear to fill in, consent captured properly, notes and case files kept where the regulator expects them, and nowhere else.
03
Client CRM
One screen per person: history, cadence, what was agreed, what is owed, when you last heard from them.
04
Payments
Deposits on booking, staged payments, sliding scales, insurance references. Invoices raised and chased without you writing the email.
05
Reminders & recalls
The nudge before the appointment and the note after. Six-month recalls and annual services that go out on time rather than when someone remembers.
06
Quotes & estimates
Build a rewire estimate on site or a six-month engagement at your desk, from your own priced components, sent as a page rather than a PDF.
07
Client portal
Somewhere for people to rebook, pay, read what you sent them, and find the thing they lost in their inbox.
08
Jobs & certificates
For the trades: one record per job carrying photos, test results, the certificate and the invoice, plus a link that lets the customer find their own copy.
09
Compliance & audit trail
Retention rules, consent, access logs and the ability to prove any of it later without a morning of searching.
10
Automations
The joins between all of it. A booking becomes a calendar hold, an invoice, a reminder and a follow-up without a single copy-paste.
Wired to what you already use
Google Calendar
Cal.com
Stripe
Mollie
Twilio
Postmark
Notion
Airtable
Moneybird
Make
And anything with an API. Where a service has none, we write the bridge, or we build the piece outright, so it is one less rent you pay.
04 Your routine
How much of your week is machine work?
Set each line to roughly the hours that job eats in a normal week. No email required, nothing sent anywhere. This is the first page of the Diagnosis, done in thirty seconds.
Machine work, of total admin
09/ 12
9 of your 12 admin hours a week are machine work: the better part of two days, handed back to you every week, without hiring anyone.
A one-van electrical contractor and an executive coach. Same studio, same care, nothing shared between them. Not a template, not a component, not a database. The unit of work is different, so everything built around it is different too.
Digital Vitamins is two people, working with practices of one to fifteen. There is no account manager, no junior doing the writing, and nobody you have not met. You work with whoever answers.
M
Systems & build
Max
Six years as a one-man software practice before this one: invoicing at midnight, losing enquiries in an inbox, quoting from a template that flattered nobody. Max builds the machinery: the scheduling, the records, the payments, the joins between services that were never meant to talk to each other. He writes it by hand because a practice that cannot be read cannot be handed over.
C
Strategy & the Diagnosis
Catalin
Spent his first years consulting alone and learned the hard part late: the work is rarely the problem, the shape of the business is. Catalin runs the Diagnosis (the sittings, the week of observation, the pricing, the positioning) and stays through the treatment so the thing we ship is the thing the diagnosis argued for, not a nicer-looking version of what you had.
They spent a week watching how I actually work before they drew a single screen. Nobody had ever asked. The website was the smallest part of what changed.
Maya Keller / Psychotherapy, Rotterdam07 Where we stand
Warm is not the same as forgettable.
The internet has two templates for you. Practices get beige: soft-focus hands, a pastel card, the word journey. Trades get the other one: a checkerboard of stock vans, five-star badges and no job too small. Both read as safe. Both are a way of disappearing, and of paying monthly for the privilege.
01No stock photography of hands, leaves, or light through blinds
02Words written with you, in your register, never generated
03Client data minimised, encrypted, held in the EU, exportable on demand
04WCAG AA and quiet motion; distress is no moment for surprises
05Every system documented, and yours to take elsewhere
Nobody should commission a treatment they have not been shown the case for. So we sell the diagnosis separately, and take it off the treatment if you go on to one.
Treatment slots / 2026
Open, take it
Provisionally held
Committed
JanKeller
FebKeller
MarVan Dijk
AprVan Dijk
MayOpen
JunOpen
JulHeld
AugStudio closed
SepMeridiaan
OctMeridiaan
NovNot open
DecNot open
One treatment at a time, both of us on it. August is closed because we are not there. If the year is full we will tell you on the first call rather than keep you warm.
Start here
The Diagnosis
€9002 weeks
Two recorded sittings with both of us
A week in the room, a day in the van, a morning at the desk
A written diagnosis of how your practice runs today
Five ready-made essentials, one per kind of practice. They are templates and we say so, because everywhere else calls them bespoke solutions and charges accordingly. Buy one outright and host it yourself, or rent it monthly and we will host and run it.
SittingTwo recorded conversations, plus a week of your operations observed2 weeks
FormulaPositioning, voice, one visual idea, presented once, in person1 route
WordsEvery page written with you, edited until it sounds like speechIncluded
SiteHand-written HTML and CSS · no CMS rent · yours outright4–6 weeks
SystemsScheduling, dispatch, records, payments, quotes, recalls, portal: only what you need3–8 weeks
WiringAutomations and third-party connections, documented and monitoredPer practice
CareEdits, hosting, uptime, and a person who answers, for the first yearIncluded
PracticeOne to fifteen people · four to six a year · fixed fee, agreed up frontFrom €6,400
11 Before you ask
The things people ask on the call.
We cannot afford a treatment. Is that the end of the conversation?
No, it is the reason the essentials exist. Five ready-made sets, one per kind of practice, from €1,200 to buy outright or €65 a month to rent. They are templates and we say so on the page. If your week works roughly the way most weeks in your trade work, a kit that fits today beats a bespoke treatment you cannot justify until next year, and moving from one to the other later costs you nothing extra in thinking.
I already have a website. Do I have to start over?
Often, no. Roughly a third of the practices we diagnose keep their site for another year and spend the money on the operations instead, because that is where the hours and the lost enquiries actually are. The Diagnosis will tell you which case you are in, and it will tell you honestly. We would rather sell you the right thing later than the wrong thing now.
Is this safe for clinical notes and client data?
We build to data minimisation: the system holds the least it can, encrypted at rest and in transit, in EU regions, with access logged. Clinical notes usually stay in whatever record system your professional body expects, and we connect to it rather than duplicate it. You get a written data map, a processor agreement, and a one-click export. If a feature would create a liability you do not need, we say so and we do not build it. Named services, regions and the paperwork are on the data page.
What if I want to leave, or work with someone else later?
You take everything. The code is yours outright in your own repository, the data exports in open formats, the accounts are in your name from day one, and the documentation is written for a stranger. There is no proprietary layer, no licence to renew, and nothing that stops working if you stop paying us. The whole inventory, and a four-step guide to leaving, is on the ownership page.
I am not technical. How much of this lands on me?
Two sittings of about ninety minutes, a week where you carry on as normal while we watch the admin, and roughly three hours of reviewing words. That is the whole ask, and the process page breaks it down week by week. We do not send you a content spreadsheet to fill in. Writing your pages is our job, and we do it from the recordings so it sounds like you rather than like a website.
Can you work with the booking tool I already pay for?
Usually yes, and often we recommend keeping it. If Cal.com or your calendar already does the job, we wire it in rather than rebuild it. The goal is fewer moving parts, not more of ours. We only build a piece outright when the rented one cannot do what your practice actually needs, or when the rent has quietly grown past what the thing is worth.
We are four people, not one. Is that still you?
Yes, up to about fifteen. Past that you need someone whose job is change management, and we would say so. Between two and fifteen the problems are actually harder than solo work, not easier: the systems have to survive a rota, a locum, a part-timer and a bad week, and they have to be followed by people who did not choose them. We design for the person who joins next year, not for the person who commissioned it.
I am on the tools all day. When exactly do I do this?
You mostly do not. For a trade the Diagnosis is a day riding along with you (we watch, you work), plus two conversations we can hold at whatever hour suits, including a Saturday morning. During the treatment we need about three hours of your time in total, in short pieces, and we come to you. If you are quoting from the cab at eleven at night, adding homework would be a strange way for us to help.
Why only four to six practices a year?
Because the Diagnosis takes two of us for two weeks, and because we stay through the first year of the Ritual. Six is the number at which we can still answer the phone ourselves. It is also why we say no to work we are not right for. A studio this size cannot afford a project it does not believe in, and neither can you.
12 Enquire
Two openings. This spring.
If you would rather we came to you with something useful already in hand, the seven-question assessment takes two minutes and tells you where you sit before you speak to anyone. Otherwise, just write. Max or Catalin answers personally within two working days, and we will say so plainly if we are not the right studio for it.
The quote that used to take me six days now takes forty minutes, and it closes more often. That is a different business, not a nicer website.