EUR
A price calculator instead of a price list
Moving
A moving price is not a line of text, it is a calculator that turns into an inquiry as you scroll past.
Most websites are bad. And they are getting worse.
It has never been easier to build a website. That is exactly why it has never been easier to beat the competition with a genuinely good one. On this page I lay out where almost all websites fail and the principles I build by. Not a tutorial, a manifesto. Every principle with proof from my own companies.
11 years of practicemy own companies as proofBraunschweigStart a project ↗Straight to the comparison
FINDING / THE 5-SECOND SCAN
No one reads websites. They get scanned.
A visitor opens a website and decides in a few seconds: is this for me? They do not read. They skim the page at the speed of light, and if nothing sticks in that first scan, they are gone. Back to Google, on to the competition.
Try it yourself: search for any service provider and open the first three results. You will skim each page first. Only the page that grabs you in that moment gets a second chance and is actually read.
That scan is exactly what I build for. Every section of my websites is its own visual event that sticks as you scroll past: a calculator, a map, a configurator. No body text that looks like the page before it.
On my own sites the numbers show it: where visitors used to stay about 40 seconds on a page, today it runs to several minutes, and about 80 percent stay on the page at all (my own observation in Google Analytics).
Scan time: a few seconds. Whatever does not stick now is gone.
PRINCIPLE 01 / THE HERO
The first screen answers five questions. Or it loses.
Whoever opens a website has to understand at once: who is this, what do they do, where do they do it, for whom and why them of all people. Five questions, three seconds, one screen. It sounds trivial. Almost no website manages it. The operator knows what they do, so they never notice that it is written nowhere.
- Who
- Who is behind it
- What
- What is on offer
- Where
- Where, for which region
- For whom
- Who it is made for
- Why
- Why you of all people
01
02
03
04
05
CASE FILE / FIRST CONSULTATION
A product-design agency from Stuttgart came to my free first consultation because their website brought no customers. In the hero ran a silent video of office scenes. Nowhere on the site did it say they do product design. Big brands in the client base, mentioned nowhere. No references section. An internal team had rebuilt the site several times, and the result stayed the same every time: in the first few seconds visitors do not understand what it is about. So they leave.
The hero is the one chance to answer those five questions. That is why it is the most important part of every website I build.
PRINCIPLE 02 / DESIGN
Beauty is relative. Legibility is not.
With design everyone argues about taste. Yet only two things are non-negotiable. First: everything has to be legible, no gray type on a white background. Second: every section has to stand on its own visually, so it sticks while scrolling. Stack nothing but blocks of text and you build a book. And no one wants to read a book on a website.
EUR
A 3D configurator instead of a stack of photos
Patio roofing
A patio roof is not a stack of photos, it is a 3D configurator you assemble yourself.
An interactive map instead of a list of locations
Land plots
A portfolio of plots is not a list of locations, it is a map on which every location becomes visible at once.
Concept example
Then there is motion. Animations are not a must, but they make a website feel noticeably higher in quality. This page does exactly that as you scroll.
PRINCIPLE 03 / SEO
Without SEO, all of it is nothing.
The best website in the world is worthless if Google cannot find it. Many web designers do not understand SEO and leave it to a free plugin. I build SEO into the code: clean structure, schema, performance and content that truly answers a question.
Built
The site exists. It looks good. And no one sees it.
Found
The site ranks on Google, gets found and brings inquiries. Only then does it work.
umzugservice-braunschweig.de
PRINCIPLE 04 / GEO
/GEO is the new SEO.
umzugs123.de
AI systems like ChatGPT, Perplexity and Gemini find content through classic search signals and then recommend the pages that are structured, fact-rich and machine-readable. GEO builds on SEO: without an SEO foundation there is nothing to cite.
My own sites have been recommended by AI systems like ChatGPT, Perplexity and Gemini for about two years now. That is no accident, it is built citability: content that delivers an answer directly, on a foundation machines can read.
- llms.txt
- Structured data
- Citable content
PRINCIPLE 05 / PSYCHOLOGY
Reasons instead of taste.
A visitor needs a reason to pick this company of all of them and not the competition. Facts, clear differences, an honest comparison. I recommend a comparison table to every client. Here is mine.
Without proof
With proof
FINDING / WORDPRESS
/The WordPress case.
WordPress starts out harmless: a purchased theme, a few plugins for the features that are missing. Many of them in the free version, set up for a later subscription. Then come the plugin incompatibilities, the weekly update breakages, and at some point the security escalation I see again and again:
- 01
A gap in the plugin
A plugin version contains a known security hole. The site owner notices nothing, having installed the plugin only because a feature was missing.
- 02
Bots scan automatically
Automated hackbots comb half the web for exactly this vulnerable version. They need no human who knows the site.
- 03
Spam gets injected
Through the gap, foreign subpages are smuggled in, mostly gambling and casino spam. Google indexes them as if they belonged to the site.
- 04
The domain falls to zero
The domain gets flagged as spam or phishing. Traffic collapses, and the trust the site had built is gone.
I build every website from scratch: my own code, 0 plugins. There is no third-party plugin version that could hide a hole, and nothing for a bot to search for.
SYSTEM / THE COMPARISON
WordPress or an AI builder against my approach.
| Criterion | WordPress or an AI builder | My approach |
|---|---|---|
| Codebase | A purchased theme, lightly customized. | My own code, built from scratch. |
| Plugins | One plugin for every feature, each from a third-party vendor. | Every feature coded myself, no third-party code in the foundation.0 plugins |
| Updates | Constant plugin updates, any one of them can break the site. | No third-party update cycles, nothing breaks unasked. |
| Security | Every plugin is an attack surface, and bots scan deliberately for vulnerable versions. | No known plugin signatures, nothing for a bot to search for. |
| Performance | Theme and plugin bloat slow every page down. | My own code with no bloat, measured on one of my own projects.PageSpeed 95 / 36 to 67 |
| SEO | An SEO plugin installed, the free version, the rest left undone. | SEO in the code: structure, schema, performance, content. |
| GEO | No concept for it. | llms.txt, structured data, citable content. |
| Design | Looks like every other site running the same theme. | Every section designed and visualized on its own. |
| Feature scope | The free version covers the basics. What the site actually needs to do sits in the paid version, behind the paywall. | What the site needs to do gets built. Nothing sits behind a paywall, there is no paid version. |
| Ongoing costs | Six paid versions that sit in almost every commercial build cost around 480 euros a year together, about 40 euros a month. That is the lower bound, counted with one single site license each. | Build once, pay once. No license that comes due again every year, the site is yours.0 EUR per month |
Comparison: WordPress or an AI builder against my approach
Codebase
WordPress or an AI builder
A purchased theme, lightly customized.
My approach
My own code, built from scratch.
Plugins
WordPress or an AI builder
One plugin for every feature, each from a third-party vendor.
My approach
Every feature coded myself, no third-party code in the foundation.
0 pluginsUpdates
WordPress or an AI builder
Constant plugin updates, any one of them can break the site.
My approach
No third-party update cycles, nothing breaks unasked.
Security
WordPress or an AI builder
Every plugin is an attack surface, and bots scan deliberately for vulnerable versions.
My approach
No known plugin signatures, nothing for a bot to search for.
Performance
WordPress or an AI builder
Theme and plugin bloat slow every page down.
My approach
My own code with no bloat, measured on one of my own projects.
PageSpeed 95 / 36 to 67SEO
WordPress or an AI builder
An SEO plugin installed, the free version, the rest left undone.
My approach
SEO in the code: structure, schema, performance, content.
GEO
WordPress or an AI builder
No concept for it.
My approach
llms.txt, structured data, citable content.
Design
WordPress or an AI builder
Looks like every other site running the same theme.
My approach
Every section designed and visualized on its own.
Feature scope
WordPress or an AI builder
The free version covers the basics. What the site actually needs to do sits in the paid version, behind the paywall.
My approach
What the site needs to do gets built. Nothing sits behind a paywall, there is no paid version.
Ongoing costs
WordPress or an AI builder
Six paid versions that sit in almost every commercial build cost around 480 euros a year together, about 40 euros a month. That is the lower bound, counted with one single site license each.
My approach
Build once, pay once. No license that comes due again every year, the site is yours.
0 EUR per monthDECISION / TWO PATHS
Same business, two paths, two outcomes.
Anyone can build a website with AI today. That is not a threat to me, it is my advantage. Path A: built yourself, fast and for about 100 EUR in tokens, and in the end one of many interchangeable sites that no one finds and no one remembers. Path B: a system, built by the principles on this page, for about 4,000 EUR. My own moving company, with a system like that, made 14,300 EUR in revenue from 6 jobs in its strongest month, July 2026. The big jobs came in through the website. Whoever does not invest in their website hands those jobs to the competition. The choice is yours.
STARTING POINTSame business
PATH ABuilt yourself with AI
your-website.de
RESULT: one of many
Cost: about 100 EUR (tokens)
PATH BWith me
your-website.de
RESULT: 14,300 EUR in July 2026
Rank 1 on Google + Maps
Cost: about 4,000 EUR
STARTING POINTSame business
PATH ABuilt yourself with AI
your-website.de
RESULT: one of many
Cost: about 100 EUR (tokens)
PATH BWith me
your-website.de
RESULT: 14,300 EUR in July 2026
Rank 1 on Google + Maps
Cost: about 4,000 EUR
DECISION / WHICH TYPE ARE YOU
Should we work together? It depends on which type you are.
There are two reasons to want a website. Only one of them needs me.
Not sure which type you are? Five questions.
Question 1 of 5
What should the website mainly do?
TYPE A / ONE OF MANY
The website should look the way you picture it.
You have a finished picture in your head. The website should show it, like a nice flyer. Whether it brings customers is secondary. If you only want to be one of many, that is perfectly enough.
Then you do not need me.
Buy a WordPress theme (50 to 150 EUR one-time) and put it together yourself with AI help. Effort: 2 to 3 hours for someone in the industry, 6 to 12 hours for a beginner, depending on IT affinity and the learning curve.
Even simpler: an AI site builder on subscription (20 to 100 EUR a month). You describe how it should look, the AI builds it. And you do not get a hundred plugins for every feature.
TYPE B / YOU TAKE OVER THE INDUSTRY IN YOUR CITY
The website should work and bring customers.
You have a business. You want to rank above the competition, win their customers, take over the industry in your city. The website is not a picture. It is a system.
Projects usually 2,000 to 4,000 EUR, depending on scope
Live in 3 to 4 weeks
If it is urgent: faster is doable, let us talk about it.
The configurator alone would have cost the client over 4,000 EUR. I took on the cost myself and out of it built software that patio-building companies now use on subscription. Every business pays 200 EUR a month.
LOG / FREQUENT QUESTIONS
/Frequent questions.
Why are most websites bad?
Because they are built for the operator instead of the visitor. Visitors scan a website in a few seconds. In that time most sites never answer who is behind it, what is on offer and why you should buy there. Add walls of text with no visual structure and missing SEO. The result: the site exists, but it does not work.
What makes a good hero section?
The first screen has to answer five questions before the visitor scrolls: who, what, where, for whom and why. I build every hero so those answers are graspable in seconds, with a clear statement instead of a decorative video that hides the offer.
Why does Umutcan Atakan build without WordPress?
WordPress means purchased themes and a stack of plugins that have to be maintained, paid for and secured. Every plugin is a potential attack surface that automated hackbots hunt for on purpose. I build every website from scratch with my own code and 0 plugins. There is nothing that breaks weekly, and no known hole for a bot to scan.
Is a website you built yourself with AI enough?
It exists, but it does not win. AI tools build a page fast, but they do not build a system of positioning, visualized sections, SEO and GEO. So you stay one of many interchangeable sites in the industry. That is exactly what makes it so easy for my clients to pull ahead of that competition.
How do SEO and GEO fit together?
GEO builds on SEO. AI systems like ChatGPT, Perplexity or Gemini find content through classic search signals and then cite the pages that are structured, fact-rich and machine-readable. Without an SEO foundation there is nothing to cite. I build both together: rankings on Google and mentions where AI gives its answers.
Your competition builds with themes and templates. That is exactly why you win with me.
I build systems for winners. And I make the competition lose.