The Business
A channel that became a business.
Nuffinbutfishing started as a YouTube channel. It grew into something much bigger — a genuine multi-stream business built around Joe Wooltorton's voice and expertise: videos, tuition, digital products, and brand sponsorships, all powered by a loyal and engaged audience.
The business was thriving. The web presence hadn't kept up.
The Problem
Everything, everywhere — but nowhere.
There was no single place that held it all together. A link to a video here, a booking link there, a discount code somewhere else. The full picture of what Nuffinbutfishing offers never landed in one place — so the audience only ever saw fragments, and every new opportunity meant another orphaned link.
Joe didn't need a landing page. He needed a hub: one home that feels unmistakably like the brand, organises everything the business does, and is built to grow with it — not something to rebuild in twelve months when the next opportunity lands.
The Approach
Architecture first. Design second.
Most creator sites are built for now and fall apart when the business grows. This wasn't a landing-page brief — it was a platform brief. So we worked in that order.
Before a single screen was designed, we mapped the architecture: the sitemap, the content model, and how every piece fits — with an explicit eye on where the business is heading. E-commerce, a members area, deeper booking integration: none of it is built in phase one, but all of it is accounted for in how phase one is built. When those become the priority, they'll be an addition — not a restart.
Only once the foundation was right did we move to design: a full UI across desktop and mobile, drawn from a web brand guide built on Nuffinbutfishing's existing green and typography, and handed over as a reusable design system.
What I Built
One home for everything.
A content hub, on a modern stack. Designed and built from scratch in Next.js — fast, semantic, and SEO-ready from day one. No page builder, no template, no ceiling.
Content Joe controls. A Sanity CMS wired so Joe manages it all himself — posts, pages, sponsorships, discount codes — with no developer in the loop.
Always current. The latest videos surface automatically through the YouTube API, so the site is never stale.
Every revenue stream given room. A tuitions section that sells the offer and hands off cleanly to Joe's existing booking partner; a sponsorships & brands area managed through the CMS; an email signup synced to the existing list from day one; and a social hub that pulls every channel into one place.
Built to be found. Semantic HTML, metadata, Open Graph, a sitemap, and fast global delivery on Vercel.
A launch, not just a page. Ahead of phase one going live, the hub opens with a considered coming-soon page — a deliberate marketing asset, not a placeholder. It began as a clean "Summer 2026" holding page and evolved into a live countdown, giving Joe something concrete to rally his audience around and build anticipation through his social channels as launch nears. The launch is treated as part of the product, not an afterthought.
The Careful Bit
Move the front door without disturbing the house.
Nuffinbutfishing already runs digital products on a separate platform, managed by a third party — a live, revenue-generating part of the business that simply could not break. Bringing a new site live on the existing domain meant careful DNS and domain planning: launching the new hub while leaving those products exactly where they were, untouched and uninterrupted.
It's the kind of work nobody notices when it's done right — and everybody notices when it isn't. A lot of the planning went here, and it was worth it.
Built in Phases
Ship the foundation. Add the rest when it's time.
Phase one is the hub: the site, the brand guide, the CMS, the integrations, SEO, and support — everything needed to bring the whole business under one roof and start compounding.
Phases two and three — e-commerce, membership, deeper booking — are deliberately not scoped yet. What the business needs in a year might look nothing like what we'd guess today. The whole point of getting the architecture right first is that whatever comes next sits on solid ground: an addition, never a rebuild.
The Result
A platform that finally does justice to what Joe has built — and a foundation designed for everything he builds next. Phase one launches shortly; e-commerce, a members area, and deeper booking are already accounted for in the architecture, ready to add the moment the business is. The vision we set out in the very first conversation — a hub that grows with the business, never one it outgrows — is exactly what shipped.
Why This One Matters
I'm a keen angler myself — so building for the fishing world isn't a niche picked off a spreadsheet, it's one I'm genuinely part of. Working with Joe made that click: I understand this audience, these products, and this culture, and I want to do far more of exactly this.
Nuffinbutfishing is the start of a deliberate move into an industry I'm passionate about — and proof of what a fishing brand's website can actually be. It's why I now focus specifically on design and build for the fishing world.