Next available appointment 20/10/26.

Execution is cheap now. Judgement isn't.

I'm Toby Devonshire. I advise a small number of brands on search, AI and their website, one day a month.

The rest of the month I'm running my own e-commerce businesses.

10+ years in search · 100+ projects · 3 clients at a time

Your customers are searching in new and exciting ways, the answers they need have never been easier to find.

Every agency pitching you has a confident deck about what happens next. Nobody knows exactly where this goes. The difference is I'll say so.

Agencies recommend what agencies sell. Not because they're dishonest, but because they have teams to keep busy and retainers to renew.

So the answer you rarely hear is the one you most often need: do less, and do it properly.

I have no team to feed and nothing to upsell. I run an e-commerce business with my own money on the line, in the same channels I'd advise you on.

When I tell you something works, I've watched it work. When I tell you to stop paying for something, I've got nothing to gain from saying it.

A decade in the room with brands like these.

What I actually do

I don't do the work.
I make sure you're doing the right work.

Most brands don't have an execution problem. They have agencies, an in-house team, freelancers and more tools than anyone can name.

What they're missing is someone senior, technical and unconflicted who can look across all of it and say what matters.

I sit with you and your team one day a month, plus a direct line in between. You leave each month knowing what to do, what to stop, and why.

AI can write your content, build your code and run audits. Left unchecked it will run into the rocks. I give you what you need to captain the ship.

Search.

How you get found, in Google and in the AI answers replacing it. Visibility, content, technical health and migrations.

Systems.

Where automation and AI actually earn their keep in your marketing team. Workflows that give your people their week back, and an honest list of what AI can't & shouldn't do.

Sites.

Your website as the asset it should be. Platforms, replatforming, performance, and the decisions that are expensive to reverse.

The receipts.

Selected work from the agency years.

PRYA

A fashion brand built for search

Unagru Architecture

A stunning showcase

Iced London

An experience that shines

Reborn Campers

Defining an experience from day one

"Working with Blank Slate completely changed how we approach our website. It's no longer an afterthought, but the most beautiful showcase of our work and our highest-performing marketing channel."

Davide di Martino Founder, Unagru Architecture

Wipe the slate clean.

I work with three brands at a time. Not because it sounds exclusive, but because that's what fits around running a business of my own.

So I'm choosy, and you should be too. I work best with brands that have a product worth talking about, a team that can execute, and someone in charge who wants the truth more than reassurance.

If you need more hands, hire an agency. If you need a clearer head, make your case.

How it works

Make your case.

Tell me what's going on, what you've tried and what's at stake. I read every one myself. If I'm not the right person, I'll say so, and usually point you to who is.

The Clean Slate.

Every engagement starts with one paid day. I go through your search, site and systems beforehand, then spend the day with you and your team. You leave with a written view of what matters, what doesn't and what I'd do in your seat. It's yours to keep whether we carry on or not.

£3,000 + VAT

One day a month.

If we both want to continue, I hold a standing day for you each month, plus a direct line in between. I review, challenge and decide with you. Your team does the work, faster and with fewer wrong turns.

From £4,000 + VAT a month

Need me less.

Three months to start, then rolling monthly. If I've done my job, you won't need me anymore.

Think you're a fit?

Make your case

Not yet? Read how I think.