Amror

Project overview

AMROR
is a London-based independent strategy firm working on high-stakes disputes where law, money, politics and reputation intersect. The firm’s clients include principals, family offices, institutions, founders and senior counterparties navigating complex cross-border matters — fraud, asset recovery, reputation risk and contentious strategy.
The brief was to build a web presence that could speak directly and credibly to that audience without relying on a CMS framework or page builder. I designed and developed the site as a fully bespoke static HTML platform: no build step, no WordPress, no theme. The result is a fast, precision-controlled and maintainable website built to serve one of the most reputation-sensitive sectors in professional services.
If you are looking for bespoke theme development or technical SEO architecture for a professional services firm, AMROR is a strong example of that kind of work in practice.

The challenge

AMROR operates at the intersection of law, intelligence, forensics, capital and communications. Its clients are senior, international and highly discerning. The website had to signal authority, discretion and commercial seriousness before a single word was read — and it had to do that credibly in four languages across multiple regions.
From a delivery perspective, this meant building a platform with no shortcuts: custom design, precise typography, cinematic photography, a robust multilingual architecture and a structured data foundation that would hold up in both search and AI-indexed environments.

What was delivered

I built AMROR as a fully bespoke static HTML website with a shared CSS design system, a multilingual directory architecture and a structured content hierarchy covering the firm’s core capabilities, team, experience and capital offering. The delivery combined design, development, multilingual translation integration, SEO architecture and analytics setup into one coherent build.
The project reflects the kind of precision work I typically do in bespoke theme development, where the brief demands full control over design, performance and code quality rather than adapting an off-the-shelf framework, supported by technical SEO foundations built for an international audience.

Core functionality included

Key architecture decisions

The most consequential decision was to build AMROR as plain HTML rather than a CMS. For a firm with a small specialist team and no ongoing editorial workflow, the overhead of a WordPress installation — updates, plugins, security maintenance — added no value. A static site with a clean CSS system delivered precision, speed and long-term stability without that dependency chain.
The multilingual structure was built as four independent parallel directory trees rather than a translation plugin layer. Each language version is a standalone set of pages with its own canonical URL, hreflang references and structured data — reliable, crawlable and maintainable without risk of plugin-breaking updates.
The decision to write JSON-LD Person schema for every individual team member was deliberate. For a firm where the principals and advisers are themselves the product, having each person properly indexed as a structured entity — with role, biography and organisational affiliation — supports both search presence and the firm’s credibility in AI-indexed environments. That architecture reflects the kind of technical depth I bring to SEO-focused builds and bespoke development projects alike.

Results and outcomes

The result is a live, indexed and correctly structured website at amror.co.uk that operates confidently in four languages, carries strong semantic foundations and presents a credible, premium brand to AMROR’s senior international audience. The site loads fast, ranks cleanly and is fully maintainable without a CMS or build tool dependency.

Technology used

AMROR was built as a bespoke static website using plain HTML5, CSS3 and vanilla JavaScript. No CMS, no build tools and no frontend framework were used. Apache .htaccess handles canonical redirects and HTTPS enforcement. GA4 provides analytics across all language versions. Schema.org JSON-LD covers Organisation, WebSite, BreadcrumbList and Person entities. The multilingual architecture is implemented as four parallel static directory trees with full hreflang and canonical coverage.