About Shro Web
Small by design.
Shro Web is a Hull-based, UK-wide digital studio led by Callum MacInnes. We build websites, apps, Shopify stores, and SEO foundations for businesses that want digital work with a point of view.
Our Story
Hull-based. UK-wide. Built to stay close.
Shro Web exists for projects where the early decisions matter. The brief, scope, user experience, technical foundation, search structure, and first product version all affect whether the finished work is useful.
Callum stays close to the work instead of handing the project from sales to delivery. That keeps responsibility clear, shortens the distance between the idea and the build, and makes weak decisions easier to catch early.
We are based in Hull and work across the UK. Local roots matter, but the real fit is ambition: businesses, founders, and ecommerce brands that do not want their digital presence to blend in.
How We Work
Why specialist matters
Fewer Handoffs
You are not passed from sales to strategy to delivery. The same senior input stays close to the brief and the build.
Clearer Decisions
We spend time on the choices that shape the outcome: scope, structure, technical approach, search foundations, and what version one should actually include.
Straight Answers
If something is a good idea, we will say so. If it is not, we will say that too. We would rather be useful than agreeable.
Built To Remain Useful
We avoid bloated setups and short-term fixes where possible. The aim is a site, store, or product that is easier to manage, improve, and own after launch.
The Team
A small team, on purpose
You are not buying access to a sales team and hoping the work lands with the right people. You work directly with the people shaping strategy, design, Shopify development, and the wider build.
Callum MacInnes
Founder / Lead Developer
Callum leads Shro Web and is usually the person translating a business problem into something real on screen. He works across websites, Shopify builds, custom functionality, product development, and SEO foundations, with a focus on keeping decisions clear and the build technically solid.
LinkedIn →
Rivers Johansson
Web Designer
Rivers leads design across the studio, shaping websites and interfaces that feel clear, distinctive, and easier to use. The aim is never to decorate for the sake of it. It is to make the business look sharper and the user journey easier to understand.
Luka
Shopify Developer
Luka is a full-stack developer with over 8 years of experience, including more than 6 years specialising in Shopify. He works across front-end and back-end, with a focus on high-performance Shopify builds, CRO-aware UX improvements, tailored themes, and scalable custom implementations.
Have something that should not blend in?
Tell us what you are building, replacing, or trying to improve. We will come back with honest advice on whether this should be a website, app, Shopify, SEO, strategy, or retained direction brief.