Alfie Flook
Web designer from Williamstown, Melbourne.
I'm Alfie. Born and raised in Williamstown, I learned to ride a bike on the Strand, and I still grab my morning coffee just down the road.
I'm also studying psychology at uni, which is really just a formal way of spending all my time on one question: why do people do what they do? What makes someone stop, trust a place, and actually walk in?
Here's the thing, though, I'm your customer too. I'm the one standing outside your shop on a Sunday, phone in hand, trying to work out if you're open. And when a site's slow, or broken, or still says "Easter hours" in November, I notice. I close the tab and head to the next place. Everyone does now. Your website is doing more selling than your front window, and most of them are quietly letting the side down.
So I taught myself to build the site I'd actually want to find. By hand, in real code, no drag-and-drop, no templates, nothing I don't understand line for line. When something needs changing, I just change it. No plugins to break, no mystery errors, no waiting on someone overseas.
And because it's just me, no office, no account managers, none of the overheads, I can do it properly for a fraction of what an agency charges. Just a local, building websites for the businesses I walk past every day.
I shoot photography, too.
That shot of Wilson's Prom above? Mine. Photography has been a hobby of mine for years, drones, landscapes, and the coast around Williamstown.
Good photos make or break a website. So if you're a small business that needs proper, professional images, your shopfront, your food, your work, I'm happy to lend my camera and my eye for a fraction of what a studio charges. It's part of what I do, not a separate invoice.
Why a psychology student builds better websites.
Every design decision I make is grounded in how people actually think, decide, and act online. Here's how psychology shapes every site I build.
Keep it simple
People can only process a few things at once. Cluttered pages lose visitors in seconds. I strip away the noise so your message lands.
Trust through evidence
People follow what others do. Testimonials, reviews, and real project photos build trust faster than any sales pitch.
Fewer choices, faster decisions
The more options you give someone, the longer they take to decide, and the more likely they leave. I design for clear paths.
Design for how eyes move
People scan web pages in an F-shape, top line first, then partway across, then down the left side. I place your key info where eyes actually go.
Colours that convert
Different colours trigger different feelings. Blue builds trust, red creates urgency, warm tones feel approachable. I pick palettes that match your brand's goals.
Fear of missing out
People are more motivated by what they might lose than what they might gain. "Limited spots" and "Don't miss out" work because our brains are wired that way.