Shannon White.
The Bloke Behind This.
One person. Direct line. No handovers, no bullshit.
Someone Who Actually Gets It
I’m Shannon, the bloke behind Steel Cap Digital. I’m a former plumber. I work with tradies every single day. I know you’re flat out, you don’t have time for three design meetings, and you need results not process.
My day job is Google Ads: running Search campaigns, tracking conversions, squeezing cost-per-lead down for businesses spending real money. I do Meta too. I know what works and what’s burning budget.
My day job is running paid Google ads: setting them up, tracking when leads come in, getting the cost per lead down for businesses spending real money. I do Facebook and Instagram ads too. I know what works and what’s wasting money.
Steel Cap Digital is the other side of that: the websites that the ads should be pointing to. The SEO foundation that gets you organic leads on top of paid. Done properly, for what it should actually cost.
Steel Cap Digital is the other side of that: the websites the ads should be sending people to. The Google-ranking groundwork that gets you free leads on top of the paid ones. Done properly, for what it should actually cost.
I’m based in Newcastle. I know the Hunter Valley market. I know what people in Cessnock search for versus Merewether. That local knowledge goes into every page I write.
Check Out My Work →
No Meetings. No Faff.
Most agencies make websites complicated. They hold discovery sessions, brand workshops, stakeholder reviews. That’s because they’re charging you $8,000 and need to justify it.
I build the site based on what I know works for tradies in your suburb, show it to you, and you tell me what you think. If there’s something you want changed, we change it. Unlimited reasonable changes - if you’re being reasonable, I will be too. Most clients barely need any. Every site I build targets WCAG 2.2 AA from the first line of HTML. Accessibility isn’t an afterthought here. It’s the brief.
I build the site based on what I know works for tradies in your suburb, show it to you, and you tell me what you think. If you want something changed, we change it. Unlimited reasonable changes - if you’re being reasonable, I will be too. Most clients barely need any. Every site I build is made for people with disabilities to use from day one. Accessibility isn’t an afterthought here. It’s the brief.
The whole thing is done while you’re out on jobs. You come back to a staging link ready to review. That’s how it should work.
The whole thing is done while you’re out on jobs. You come back to a preview link ready to review. That’s how it should work.
I Know Your Customers
I know the difference between what works in Maitland and what works in Merewether. That specificity is what actually gets pages to rank, not generic copy about “quality craftsmanship” and “customer satisfaction.”
I know the difference between what works in Maitland and what works in Merewether. That detail is what actually gets pages to show up on Google, not generic copy about “quality craftsmanship” and “customer satisfaction.”
Every suburb page is written with the actual Hunter Valley market in mind. It makes a difference.
Let’s Talk →Let’s build something. Start this week.
Free quote. No pressure. Or just buy upfront and I’ll have it underway. Deposit now, balance when you’ve seen it and you’re happy.