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 route is measured before anyone signs it off, and why a fifty-three route build carries the same first-load weight as a six-route one.
Measured
The standard does not move with the size of the site.
Brief to live site. A committed date, not an estimate.
PageSpeed Performance on mobile and desktop at launch — the release floor for every delivered live surface.
A fifty-three route build carries the same first-load weight as a six-route one.
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. 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 code correctness, accessibility, performance and structured data.
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.
Before Release
What has to happen before a site leaves us.
We publish the standards Anvil has to meet, not the recipe it uses to meet them.
Around thirty automated checks before release
A build is held to the same standard before anyone sees it: code correctness, a clean production build, accessibility, heading structure, metadata and structured data. A failed release check stops the build rather than producing a warning somebody has to notice.
Measured before release, not after launch
Every route is rendered and measured before a site leaves us. Lighthouse across all four categories on mobile and desktop, page weight against a fixed budget, and a full-page visual review of every route. A founder reviews the report and the staged build and signs it off.
Staged, versioned, reversible
Every site goes to a staging domain under production-equivalent conditions, so what you approve is what launches. Deployment is to Cloudflare’s edge network. Releases are versioned, and any release can be rolled back.
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.
95+ PageSpeed Performance — mobile & desktop at launch. 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 from components we maintain and audit ourselves, and the system actively pushes your site away from every other site we have made. Sameness is what a template is for. It is not what this is for.
- 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.
For Agencies
One production partner. More than one delivery stack.
Stack chosen per project
React or Next.js as the standard default, Astro for static brochure sites, PHP or Laravel for conventional CMS-style hosting, and a web application variant for bespoke work.
Committed delivery dates
Seven days from build queue as standard, with 24-hour rush available.
White-label by default
No Pellmark branding on output, no Pellmark domain in customer-facing URLs, and Schema.org author and publisher fields set to your client’s organisation.
Staging approval before launch
Versioned releases, and a rollback path on every one of them.
Code handover available
From £499, transferring code, copyright and intellectual property in full.
One production partner
One brief format, one queue, one point of contact, whatever the stack and whatever the volume.
The Line
We publish what Anvil has to meet. The composition stays ours.
Agency partners get a production walkthrough on the discovery call: how briefs are submitted, how builds are queued, what the release checks cover, how review works and what handover involves. We do not publish the internals, and we would not expect a production partner who did.
FAQ
Common questions about how we build.
Every site is held to 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 once you remove the parts that never needed a human.
A founder. The report on every route, the full-page screenshots, and the staged build itself are all reviewed before a site is released, and nothing goes to a live domain without that sign-off.
From a six-page site to fifty-three routes and beyond, size does not change the acceptance rule. Every delivered live surface must achieve Google PageSpeed Insights Performance of at least 95 on mobile and desktop at launch or handover before release.
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 release checks cover, how review works and what handover involves. We do not publish the internals.
Building one site
Apply and we will come back within one business day with the right plan for what you need.
Apply to PellmarkMoving a client portfolio
Wholesale production under your brand, with committed delivery dates and managed hosting you resell.
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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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