Aim high. It’s time to create a website worthy of your business.

To your clients—both current and potential—your website is your business. The experience of using it will be reflected on your bottom line.

And most websites have incredible potential. Making your website a market leader and enjoyable to use is far easier than you might imagine.

So as an expert in technology and human psychology, allow me to be your Website Advisor and help create you an excellent website.

Why a Website Advisor

(Or, “But I already have someone who…”)

There are website designers. There are website developers. There are consultants for website strategy, consultants for website sales and marketing, and consultants for website user experience.

I span all of these skillsets. I can quickly identify where you need to go with your website, and how to get there. I can speak to your website team in their language, give them the blueprints and details they need to succeed, and translate their questions back to you.

And at the end of it all, I know your clients will see your new website, and simply say “Wow. Finally, someone gets it.” Because your website will let people do things so easily, in a way no one else has figured out.

That’s when your website—and your business—will have taken it to another level.

Common Scenarios Where I Can Help

You know something is wrong with your website, but either can’t put it into words, or can’t agree internally on what to change.
You are ready to use your website to elevate your business above the pack, and want someone who knows website design, psychology and sales to show you where that opportunity lies.
Your web agency’s proposed work seems overly complicated and expensive, and you want an expert to cut to the chase and advise you on what’s really necessary.

Example Services

Website Review

From $10k

An expert assessment of your website.

Delivers a detailed report with practical recommendations on how to address issues and improve the website’s user experience.

Perfect for: identifying short-term improvements, getting a fresh, external perspective, and establishing a website strategy.


From $20k

Blueprints for improving your website.

Delivers wireframes and specifications (page layouts and descriptions of how they work) for designers and developers to implement.

Perfect for: when you know what you want to deliver, and wish to deliver it in the best way possible.


$250 per hour

Assistance in arriving at a concensus.

Delivers workshop facilitation, optionally preceded by one-on-one interviews, to arrive at an agreed way forwards for improving your website.

Perfect for: when there are “too many cooks” in the website kitchen, and you need an expert to cut through the misinformation and internal politics.

Breakthrough Workshop

From $5k

Inspiration for the step change.

Delivers a collaborative one-day workshop where we focus on your website’s core offerings, and I present the opportunities for user experience excellence that no one in your industry has considered.

Perfect for: companies looking to leapfrog the competition and stand out as leaders.

Alex Metcalf, MEng MSc

I’ve been a user experience consultant for over a decade, advising everyone from individuals to multinationals and Prime Ministers’ offices.

Previously an award-winning engineer and software developer, I have two Masters degrees in Computer Engineering and Computer Psychology. I’ve led large-scale website research projects, developed website training courses, and conducted hundreds of psychology-based website testing sessions.

I know websites—and website experiences—inside and out.

Next steps

I’m inspired to work with the best, to focus my time and energy on people and businesses that are ready to make their websites exceptional.

If that’s you, please get in touch.