Technology
The system behind a seven day website.
Most studios build websites one at a time, by hand, and bill by the hour. We built Anvil instead: our own production system. It is why a Pellmark site is live in seven days, why every site is measured before anyone signs it off, and why nothing about your business reaches your website unless you told us it was true.
The System
Anvil is engineering.
Anvil is the production system our studio built to work with. It is not a machine we hand your brief to and walk away from. The studio designs, develops and delivers your site; Anvil is what removes the parts of that job that never needed doing by hand twice.
Your brief goes in. Every fact about your business is captured in a structured form. A design direction is set that is kept deliberately distinct from every other client we have built. The site is planned page by page, built, and then put through around thirty automated checks covering accessibility, performance, structured data, unfinished or placeholder output, and factual grounding.
Nothing ships unless every check passes. A build that fails goes back, not out. Then the studio reviews it, a founder signs it off, and only then do you see it.
We built it, we run it, and we do not licence it to anyone.
What It Means For You
Three things follow from it.
Live in seven days
Seven days is not a sprint we promise to survive. It is what the system produces at a normal working pace, which is why we commit to a date instead of estimating one.
Nothing invented about your business
Every claim on your finished site is checked back against what you told us. If something appears that did not come from your brief, it does not ship. Not flagged for later. Stopped.
Changes handled, not queued
The same people and the same system that build your site handle every change afterwards. No rebuild, no waiting list, no being told it will be picked up next month.
Inside Anvil
What is inside it.
We are not going to publish the whole thing. This is what it is made of.
Structured intake
Your brief is turned into a structured profile of your business before anything is designed. Names, services, credentials, hours, addresses, the lot. The rule that governs this stage is that anything your brief does not say is recorded as missing, not filled in. Absence survives as absence all the way to the finished site, which is why a Pellmark site never quietly invents an accreditation you do not hold or an opening time you never gave us.
A design direction that is yours alone
Colour, typography and imagery are set per client and recorded, so that no two clients converge on the same look. We keep registers across every site we have built, and a new build is pushed away from what already exists rather than towards it. Two businesses in the same sector, briefed in the same week, do not come out looking like each other. That is enforced, not hoped for.
A component library we curate
Pellmark maintains its own library of building blocks. Nothing enters it without passing admission: an automated visual quality audit, an automated accessibility audit, and a security screen. Components are tier-classified on the way in, and admission is one way, so an approved component is never quietly swapped underneath you. The library is a source pool, not a cage. Its suggestions are scored, never mandatory, and per-page rules cap repetition and ban lookalike blocks sitting next to each other.
Around thirty automated checks, all of them blocking
A build has to pass the full suite before release. Code correctness, production build, accessibility, heading structure, metadata, structured data, image slots that must be filled by real photography, and a scan for anything unfinished: no placeholder text, no stub sections, no “coming soon”. There are no warnings, only passes and failures. When a build goes red, the system isolates which page and which check caused it, the fix goes in, and the whole suite runs again.
The grounding check
The one we would point at first. A verifier reads the finished pages and checks every extractable claim about your business, credentials, hours, addresses, named people, services, back against the structured profile from your brief. The tolerance is zero. One unsupported claim fails the build.
Measured, staged, then live
Every route is measured before release: Lighthouse at 95 or better across performance, accessibility, best practices and SEO, on mobile and desktop, and in practice higher. Page weight is held to a hard budget, and a fifty-page Pellmark site carries the same first-load weight as a six-page one. Full-page screenshots of every route are captured and reviewed. Then the site goes to a staging domain under production-equivalent conditions, so what you approve is what you get, before the domain is cut over to Cloudflare’s edge network. Deploys are versioned, so there is a way back.
More than one stack
React or Next.js is the standard default. Astro for static brochure sites. PHP or Laravel where a conventional CMS-style hosting environment is required. A web application variant for bespoke, higher value work. Agency partners choose the stack for each project. A template business could not offer that choice.
Found Either Way
Built to be found, by people and by machines.
Every site ships with a clean heading hierarchy, complete metadata, Schema.org structured data, a structured business profile, and an llms.txt file, validated as part of the build rather than added afterwards. On Studio Care and above, and on every agency build, that extends to the full AI-search ready set, including the tool definitions that let assistants act on your site rather than guess at it.
Google PageSpeed 95 or above as standard. Mobile responsiveness tested across devices. Privacy-first analytics with no cookie banner required. See what AI-search ready means.
The Boundaries
What it is not.
- Not a template. There is no template underneath a Pellmark site. Every build is composed against your brief, and the system actively pushes your site away from every other site we have made. A template business could not do that, because sameness is the point of a template.
- Not a builder you log into. No dashboard to learn, no tool to operate. You brief us, we build, you sign off, we handle it from there.
- Not an introductory rate. The price reflects what a build costs to produce here. It is the same at one site or forty, and it does not correct upward once you have moved across.
FAQ
Common questions about how we build.
Every site goes through the same standards and the same checks. What comes out is designed against your brief, and the system is built to keep your site distinct from every other one we have made. Consistent production, not consistent output.
Because the repetitive part of building a website is handled by the system rather than done again from scratch by a person. The brief, the direction, the review and the sign-off are still ours. Seven days is what is left when you remove the parts that never needed a human.
From a six-page site to fifty pages and beyond, without the site getting slower. Page weight is held to the same budget either way.
Pellmark retains ownership of the design, code, and underlying system, and your plan includes a licence to use the site while it is active. Everything you supply, your text, images and logo, stays yours throughout. If you want to take the site with you, an optional code handover package is available from £499, and ownership of the code, copyright and intellectual property transfers fully to your business.
Agency partners get a walkthrough of the production process on the discovery call: how briefs are submitted, how builds are queued, what the checks cover, and what the review gate is. We do not publish the internals.
Ready to see it on your business?
Your next client will Google you before they call you. Make sure what they find matches the business you have built.
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