Our Story and Design Philosophy

Miles Hitcham
Miles Hitcham
FOUNDER and Chief Developer


Miles is the founder and chief developer at AmazingWebDesign.

He has been involved with IT and programming since the mid 80's and website design since the early 'frontier days' of the internet.  Later he was a key individual working for a software company which designed and developed applications for private investors and financial institutions.  Whilst there, he was also heavily involved in the development of real-time price and option trading software which was successfully marketed by the London International Stock Exchange.

Miles has a broad experience of designing and developing systems including many database and networked systems, investment software applications and he is also an official Apple IOS and Mac Developer.

In the 1990's the founder also ran a Sage Accounts Development Center from 'scratch' to the point where it became one of the top-7 Sage plc accounting software developers in the UK at the time the PLC company first entered the UK FTSE's top one hundred companies.

The developer mainly now specialises in website design (front and back-end), Apple software application development and the bespoke integration of those with other systems.

The main developer will take on any IT project as long as it is challenging enough and he considers his skills will do it justice.


We are acutely aware that there are many internet sites that pack as much as they can into physically available page space.  This is seemingly done in an attempt to catch visitors attention and 'inform'? And yes a sense of movement is nice but 'more' is not always more.

Our philosophy is not to 'bombard', distract or confuse website visitors, but to let the clear main message of a site breathe and shine through.

However we do like to take full advantage of all the space available on larger screens so making the designs and message appropriate for each device. (For example: this may mean less text for some items on smaller, more mobile devices)

 A website should be an honest, direct and concise communication between an entity with something useful to say and the recipient looking for that straightforward usefulness.  Sounds simple!

Nothing else matters,  and anything else is just a waste of everyone's time!

Good website design is also much more than the graphics, text and effects you see on the page. 

And once you have the content and design layout which works to usefully communicate your straight message, then SEO (and maybe later SEM) are important elements in the mix. But again without the artificial 'stuffing' of pages with unnatural, 'black-hat' attempts to circumnavigate Google's aim of bringing internet users the most useful and relevant content.


Quite simply:  Good useful honest content is King
and needs to be both digestible and seen!


After working on many successful projects in different situations over time, we have found it best to define the specification of a website in considerable detail together with the basic requirements. But one size does not fit all.  Sometimes a more iterative, agile approach over time works well.  Some clients like to build up their site in gentler, smaller steps, whereas others prefer to sanction a more impressive launch or revamp  'all in one go'.

It all depends on the project aims, expectations, the budget and what is already available to be used in terms of design graphics resources and other data.  

For instance, delivering a website from scratch to a more open specification can often produce a better result than 'bolting' many elements onto a website that is already seriously deficient.

We can only really ascertain what is most suitable after listening carefully to a customer and with discussion about the aims and requirements of the particular project.   A template-type, 'one of a few sizes fits all' service where you pick from about three menu option panels vaguely as to what you will get, can never deliver a closely fitting solution to a client's needs. And such a service is rarely interested in developing their templates further as new, more-bespoke needs arise. We do not try to fit your site into any box, but tailor and fine tune a solution which is best for you. 

The main developer, Miles commonly works on bespoke projects himself after they have been specced out.  Any project (or part of a project) which he does not directly work on, is closely authorised and overseen and all work is thoroughly checked and tested until everyone is happy.   There is an emphasis on the use of object-orientated, reusable code where possible, if that is suitable.  In 'Plain English', this means a more efficient, cost-effective and closely fitting solution for the customer, together with the use of programming code which has been tried and tested for a longer period of time. (i.e. reliable)

All projects are different, but see below for our typical workflow.


Our attitude:  Every client,  Every project,  Full personal attention Every time.

workflow overview


After initial contact, the specific enquiry details are perused, clarified and considered as to what we would be able to offer in terms of an effective solution. 


If taken on as a viable proposition after discussion, the project is specced out and formerly quoted for in writing to the customer.  


Once acceptable to both parties, the website project is developed and delivered to an agreed specification and schedule.


A website is always an ongoing process.  All websites need support, updates and further development over time as security threats, technologies and customer needs change