About Shro Web
Small by design.
Shro Web is a Hull-based, UK-wide digital studio led by Callum MacInnes. We build websites, apps, Shopify stores, and SEO foundations for businesses that want digital work with a point of view.
Hull-based. UK-wide. Built to stay close.
Shro Web exists for projects where the early decisions matter. The brief, scope, user experience, technical foundation, search structure, and first product version all affect whether the finished work is useful.
Callum stays close to the work instead of handing the project from sales to delivery. That keeps responsibility clear, shortens the distance between the idea and the build, and makes weak decisions easier to catch early.
We are based in Hull and work across the UK. Local roots matter, but the real fit is ambition: businesses, founders, and ecommerce brands that do not want their digital presence to blend in.
Why founder-led matters
Fewer Handoffs
You are not passed from sales to strategy to delivery. The same senior input stays close to the brief and the build.
Clearer Decisions
We spend time on the choices that shape the outcome: scope, structure, technical approach, search foundations, and what version one should actually include.
Straight Answers
If something is a good idea, we will say so. If it is not, we will say that too. We would rather be useful than agreeable.
Built To Remain Useful
We avoid bloated setups and short-term fixes where possible. The aim is a site, store, or product that is easier to manage, improve, and own after launch.
Business Context
We care about what the work needs to do for the business: clearer trust, better enquiries, smoother buying, a better product version, or stronger search foundations.
Useful After Launch
A launch is rarely the final decision. We can stay available for iteration, SEO improvements, product work, and retained technical direction.
A small team, on purpose
You are not buying access to a sales team and hoping the work lands with the right people. You work directly with the people shaping strategy, design, Shopify development, and the wider build.
Callum MacInnes
Founder / Lead Developer
Callum leads Shro Web and is usually the person translating a business problem into something real on screen. He works across websites, Shopify builds, custom functionality, product development, and SEO foundations, with a focus on keeping decisions clear and the build technically solid.
LinkedIn
Rivers Johansson
Web Designer
Rivers leads design across the studio, shaping websites and interfaces that feel clear, distinctive, and easier to use. The aim is never to decorate for the sake of it. It is to make the business look sharper and the user journey easier to understand.
Luka
Shopify Developer
Luka is a full-stack developer with over 8 years of experience, including more than 6 years specialising in Shopify. He works across front-end and back-end, with a focus on high-performance Shopify builds, CRO-aware UX improvements, tailored themes, and scalable custom implementations.
Between us, we cover strategy, design, Shopify development, and broader web development. If a project needs more specialist production support or we are scheduling around capacity carefully, we bring in trusted people we know well and stay responsible for the work rather than disappearing behind subcontracting.
Extra depth when a project needs it
Most projects are handled by the core team. When a brief needs something more specialist, we work with a small group of trusted partners we have worked with directly before. That lets us stay lean without pretending we do absolutely everything in-house.
Brand and Copy Specialist
For projects that need sharper messaging, clearer positioning, or copy that works as hard as the design.
Native App Development Partner
For projects that need deeper platform-specific mobile engineering beyond the scope of a standard cross-platform build.
Cloud and Infrastructure Specialist
For projects that need heavier hosting, deployment, or infrastructure support than a standard website setup.
SEO and Paid Search Partner
For clients who want stronger post-launch visibility and need technical SEO or paid acquisition support alongside the build.
Accessibility Specialist
For projects with more formal accessibility requirements, audits, or remediation needs.
Video and Motion Partner
For projects where motion, product demos, or video content can add real value to the final experience.
If we bring someone in, it is because they improve the work, not because we are outsourcing responsibility.
Have something that should not blend in?
Tell us what you are building, replacing, or trying to improve. We will come back with honest advice on whether this should be a website, app, Shopify, SEO, strategy, or retained direction brief.