I'm Kyle Duncan. I’ve lived in London my entire adult life, and have almost 20 years of experience building websites and systems for small and medium-sized companies.
In the last two years, AI tools have fundamentally changed what one developer can deliver. This means I can offer vastly more complex, custom software to clients without the price tag that would have been attached before.
Since 2008, I have worked primarily with designers and creative agencies. I built hundreds of websites — WordPress, mostly — for clients ranging from solo photographers to FTSE-listed companies.
Until now, timeframes and costs have limited the size of project I could take on myself. I couldn’t accept a 6-month, full-time development project, because my existing clients needed me for at least a few days every month. And as a freelancer, I couldn’t realistically charge what complex, custom software would have cost to build, because companies rightly felt it was too risky to invest £100,000-£200,000 in a one-man band.
AI hasn't just made me faster — it's changed the economics of software development entirely and has greatly de-risked the process. My experience means the software I build follows best practices and is clean, minimal, and well-documented. If I got hit by a bus tomorrow, any competent developer could pick up where I left off, using AI tools to massively reduce their learning curve. That’s what AI has provided: much lower costs and much less risk.
How I work
Every project starts with a conversation — usually a video call where you tell me what's not working and I ask some key questions. If I think I can help, we’ll go from there. For simpler projects, I might be able to get you a specification and estimate almost immediately. For larger ones, there’ll likely be some back and forth as I ask more questions and we clarify exact what you need. At the end of that, I’ll give you a fixed price quote and a realistic timeline. No hourly billing, no surprises.
I build iteratively. You'll see working software within the first couple of weeks, not a specification document. We'll refine as we go, because nobody — including me — gets everything right in a planning document.
What I believe
Honesty, not sales. I won't tell you something takes three months if it takes three weeks. I won't pretend I have a team behind me. I won't recommend a custom build if an off-the-shelf tool would actually serve you better.
I'm direct. I'll tell you if something is a bad idea. I'll tell you if you don't need me. I'd rather lose a project than build something that won’t deliver.
You should own what you pay for. Every system I build belongs to you. No subscriptions to me, no proprietary lock-in, no hostage situations. If you want to take it to another developer next year, you can. The code is clean enough that they'll be able to work with it immediately.
Simple beats clever. I've seen enough over-engineered systems to know that complexity is usually a sign that someone didn't understand the problem well enough. The best software does exactly what it needs to and nothing more.
The AI bit
I use AI extensively. Not as a gimmick, and not to replace thinking — but as a genuine force multiplier. Code generation, testing, documentation, research, content structuring. It's like having several very fast, capable junior developers alongside me.
This isn't about cutting corners. It's about spending my time on the hard problems — architecture, user experience, business logic — instead of writing boilerplate for the hundredth time. The result is better software, delivered faster, at a lower cost. That's not a sales pitch; it's just what happens when experienced judgement meets efficient tooling.
Technologies
Web: Next.js, React, WordPress, Shopify, JavaScript, PHP Mobile: Flutter, Dart (iOS & Android from one codebase) Databases: PostgreSQL, Supabase, MySQL, Redis Infrastructure: Cloudways, Google, AWS, Cloudflare, Vercel, Kinsta Payments: Stripe CMS: Sanity, WordPress, headless architectures Integrations: Google APIs, MailChimp, QuickBooks, DocuSign, SalesForce, Pipedrive, Zendesk, HotJar, Mailerlite, ManyChat, Slack Analytics: Google Analytics, Search Console, server-side tracking, A/B testing
