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We get asked a lot of the same things — how we work, what it costs, whether we're secretly robots. So we put it all in one place. If you don't find what you're looking for, just ask. That's literally why we built Gary, our in-house AI.
Reformer is a modern agency that builds websites, brands, and digital systems for small businesses. We work on monthly engagements because your business doesn't stop evolving, and neither should your digital presence.
Three things set us apart:
Monthly thinking: We don't do one-time projects. Your site needs attention every month, and monthly is how we think about everything. This means continuous improvement rather than build-and-forget.
Modern stack, no legacy bloat: We use tools like Webflow that are secure, nimble, and user-focused—not the previous generation of platforms like WordPress, Shopify, or Magento that weren't designed with the end user in mind.
Conversational approach: We qualify leads and work with clients through conversation, not forms and sales decks. You're talking to Reformer right now—this is how we operate.
We work primarily with small businesses in the specialty food and coffee industry—roasters, producers, distributors, and retailers who want to compete with bigger players online.
Our ideal clients are businesses that understand their digital presence is an ongoing investment, not a one-time expense. They want a partner who gets their industry, not a vendor who disappears after launch.
Pete is the founder of Reformer. He has deep experience in digital transformation for small businesses, particularly in the specialty food and coffee industry.
Pete believes that small businesses deserve the same quality digital experiences as big companies, and that technology should serve people—not the other way around. He's the one you'll work with directly on strategy and complex decisions.
Yes—just ask about specific types of projects or industries and we can share relevant examples. We've worked with coffee roasters, specialty food producers, and other small businesses on websites, e-commerce, and operational tools.
We can also arrange calls with past clients if you want references. We're proud of the relationships we've built and the results we've delivered.
We work with whatever makes sense for your business — not whatever's trendy or easiest for us to sell.
What we won't do is push you onto a DIY platform that locks you into a cycle of dependency. WordPress, Wix, Squarespace and the rest were built to keep you paying for plugins, patches, hosting upcharges, and add-ons forever — not to help you grow. You're renting your own website from them.
That's why we built our own system: a flexible stack we own end-to-end, with Webflow at the core and the right tools layered in for commerce, CRM, automation, and AI. You own everything we build, there's no walled garden, and if your situation calls for something outside our default stack — a Shopify integration, Commerce7, custom code — we do that too. We pick what fits your business, not ours.
Squarespace and Wix are template tools. They're fine if you want a generic site that looks like 10,000 other generic sites.
But they cap out fast — limited customization, slow load times, terrible SEO control, and no real integrations.
Reformer builds on Webflow, which gives you the design freedom of custom code with the ease of a visual platform. Plus you get an entire team — strategy, design, development, SEO, and ongoing support.
Squarespace gives you a template. We give you a digital team.
We don't run paid ads as a service. Paid amplifies a broken funnel — it doesn't fix one. We build organic first: content, SEO, AEO/GEO, lead capture, CRM. Once that's working, paid works better. Until then, it just wastes money. Crawl, walk, run.
Instead of paying a large sum upfront for a project that's 'done' in a few months, you pay a monthly fee that covers ongoing work. This includes initial build, continuous updates, maintenance, new features, and support.
Think of it like having a fractional digital team on retainer. We do the work every month because your site needs attention every month. No surprise invoices, no scope creep negotiations—just steady progress.
Here's the reframe — we don't really do "projects" in the traditional sense. We work on monthly engagements, which means there's no single finish line. Your business keeps evolving, so your digital presence keeps evolving with it.
That said, here's what the timeline usually looks like:
First 2-4 weeks: You'll see real, meaningful progress. We're not disappearing into a cave for three months — you'll have something tangible to look at and react to quickly.
6-8 weeks: Most sites hit "launch ready" around here. But launch isn't the end — it's more like the beginning of the interesting part.
Ongoing: Every month after that, we're improving, optimizing, adding features, responding to what your customers are actually doing. This is where the monthly model really pays off — your site gets better over time instead of slowly decaying after launch day.
We'd rather ship something solid quickly and iterate than spend months chasing perfection on something that's already outdated by the time it goes live. What are you working on? I can give you a more specific idea of what to expect.
We adapt to whatever works for you. Most clients use a combination of this chat interface for quick questions, email for detailed discussions, and occasional video calls for strategy sessions.
For active projects, we typically provide weekly updates on progress. You'll never be left wondering what's happening—transparency is core to how we operate.
Sometimes, depending on current capacity. Rush work typically means reshuffling priorities, so we're upfront about what's possible and what tradeoffs might be involved.
That said, our monthly model often means we can accommodate urgent needs faster than traditional agencies—there's no contract renegotiation or scope change process. If something urgent comes up, tell us and we'll figure it out.
We don't do one-time builds, and here's why:
Every website we've ever seen that was "finished" started dying the day it launched. Content gets stale. Design trends shift. Competitors improve. A website is a living thing, and if no one's tending it, it's decaying.
Our monthly model means your site improves continuously. You're not paying for a product — you're investing in a trajectory. If you truly only want a one-time build, we're not the right fit, and we'll be honest about it.
Honestly? As fast as you can.
We move quickly — most sites can go live in 2–4 weeks. We've built hundreds on the same stack, so we're executing, not figuring it out as we go.
But pace is usually set by you, not us. Day-to-day business takes priority for most clients, and that's the right call. Approvals get delayed, content takes longer to gather, priorities shift mid-project. That's normal — it's how real businesses work.
We roll with it. We keep moving when you can, work around your schedule, and shift priorities with you. Some sites launch in two weeks, some take two months. Either way, you're not waiting on us.
Yes! We offer ongoing support and maintenance plans. We're here for the long haul, not just the launch. Our support includes updates, troubleshooting, and strategic guidance.
Our core services include:
Website design and development: Modern, fast, SEO-optimized sites built on Webflow.
E-commerce: Online stores that actually convert, with streamlined checkout and inventory management.
Operational tools: Integrations, automations, and systems that connect your website to the rest of your business.
Conversational interfaces: AI-powered chat experiences that help your visitors find what they need and qualify themselves as leads.
Everything is delivered as part of a monthly engagement—no standalone projects.
Yes. We build e-commerce experiences on Webflow's native commerce platform or integrate with systems like Stripe for custom checkout flows.
For specialty food and coffee businesses, we understand the unique needs: subscription models, wholesale vs retail pricing, inventory that varies by season, compliance requirements, and shipping perishables. We've solved these problems before.
Almost certainly. Our stack connects naturally with common business tools—CRMs, email platforms, inventory systems, payment processors, shipping providers, and more.
We use tools like Supabase, Render, and various APIs to create seamless connections between your website and the rest of your business. The goal is eliminating manual data entry and creating systems that work together.
Yes, to varying degrees. We can write website copy, product descriptions, and basic content as part of our engagement. For specialized content like detailed origin stories or technical product information, we'll work with your team to get the details right.
We also help establish content systems—CMS structures, templates, and workflows—so you can easily add and manage content yourself over time.
We don't do photography or video production directly, but we can recommend partners and help integrate media into your site effectively.
For product photography specifically, we have strong opinions about what works for e-commerce and can provide guidance on shots, angles, and image optimization.
Yes — and honestly, migration is one of the best decisions you can make. Platforms like WordPress, Shopify, Squarespace, and Wix were built for a different era. They lock you into their ecosystem, require constant maintenance and security patches, and weren't designed with the end user in mind.
When we migrate your site, we're not just moving content from one box to another — we're liberating your business from a walled garden. You get a modern, fast, secure site on Webflow that you actually own and control. No plugin updates breaking things at 2am. No vendor lock-in.
The process: we audit what you have, plan what to keep and improve, and rebuild it properly on a modern stack. It's a fresh start with historical context — and most clients wonder why they didn't do it sooner.
So here's the thing — we don't redesign WordPress sites. We replace them. And that's actually great news for you.
WordPress, Shopify, Wix, Squarespace — these are all walled gardens from a previous generation of web software. They lock you into their ecosystem, require endless plugin updates and security patches, and honestly weren't built with YOUR best interests in mind. They were built to keep you dependent on their platform.
What we do instead: we migrate you off WordPress entirely and onto a modern, flexible stack built around Webflow. You get a site that's faster, more secure, easier to manage, and — here's the big one — you actually own it. No vendor lock-in. No paying for 47 plugins just to have basic functionality. No waking up to find a plugin update broke your site.
The redesign happens as part of that migration. We audit your current site, keep what's working, fix what isn't, and rebuild it properly. Most clients tell us it's the best decision they made — they just wish they'd done it sooner.
So what's your name and what's your business? And definitely share your current site URL — I can pull it up right now and show you exactly what we'd improve and why the migration makes sense.
Absolutely — e-commerce and point-of-sale are core to what we do.
We work across the full landscape: Webflow's native commerce, headless builds, specialty platforms for specific industries, and integrations with whatever POS, inventory, or subscription system you're already running. There's no single right stack — the best fit depends on your products, your margins, how you fulfill, and where you actually want to spend your time.
We've built stores doing thousands of transactions and tied websites into in-store registers, subscription engines, and back-office systems. Tell us how you sell and we'll recommend what actually fits — not what's easiest for us to build.
The 3–4 week Enterprise Discovery is a paid scoping engagement that delivers a written architecture and roadmap you keep regardless of whether you continue with Reformer.
- Stakeholder interviews across leadership, operations, and key technical owners
- A full audit of your current digital stack — sites, platforms, integrations, data flow
- A target architecture diagram for the next 12–24 months
- A prioritized roadmap with phases, dependencies, and rough effort estimates
- A scoped SOW for the ongoing Enterprise engagement, if the fit is right
If you proceed with Enterprise, the full $14,997 credits to your first month.
Pro ($4,997/mo) is a shared fractional team — the equivalent of 3–4 hires working across multiple Reformer clients. Enterprise (from $9,997/mo) is a dedicated pod with named team members assigned to your business, plus custom application and integration development, multi-site / multi-brand management, and response-time SLAs. Enterprise also begins with a paid Discovery to scope properly before work starts.
If your needs fit within Pro's add-ons and you don't need custom builds or dedicated team time, Pro is the right choice. If you have multi-brand operations, internal systems to integrate with, or compliance requirements, Enterprise is built for that.
Enterprise engagements run month-to-month after the initial 3–4 week paid Discovery. Most clients run 12+ months — the pod compounds value over time as they internalize your business and operations. There's no minimum-term lock; you can pause or end with 30 days' notice. The Discovery deliverable is yours regardless of whether you continue.
Straight answer: our monthly engagements start at $1,449/mo for Starter, $2,497/mo for Growth, and $4,997/mo for Pro. Every plan is a 12-month engagement because real results take consistency — we're not interested in drive-by projects.
Starter ($1,449/mo) is for businesses that need a solid, professional web presence — a great marketing site, clean branding, the fundamentals done right.
Growth ($2,497/mo) is where it gets interesting — backend integrations, e-commerce, automations, connecting your website to the rest of your business so things actually work together.
Pro ($4,997/mo) is the full picture — client portals, custom dashboards, complex features, dedicated team time. This is for businesses building real digital products, not just websites.
The honest truth? Most people think they need Starter and end up realizing they want Growth. But we'd rather you start where it makes sense and grow into it. Tell me about your business and what you're trying to accomplish — I'll tell you exactly which tier fits and why.
Since we work primarily with specialty food and coffee businesses, we've created a program where clients can offset part of their monthly fee by providing products instead of cash.
If you're a coffee roaster, for example, you might provide beans as partial payment for services. We set a fair market value for your products and apply that as a credit against your monthly engagement.
It's a way to make our services more accessible while building genuine relationships with the businesses we serve. Not everyone qualifies, but it's worth asking about.
Let's do the math.
A freelance designer charges $75–$150/hr. A basic WordPress site costs $5k–$15k upfront, then you're on your own. A traditional agency charges $10k–$50k for a build, plus hourly rates for every change after.
With Reformer, you get strategy, design, development, hosting, maintenance, and ongoing improvements — all for a predictable monthly cost. No surprise invoices. No scope creep.
And if you hired even one junior developer in-house, you'd be paying $4k–$6k/month before benefits. We're your entire digital team at a fraction of the cost.
It depends on scope. A chat agent trained on your existing site content fits inside a Growth plan. A custom voice agent that handles phone calls, integrates with your reservation system, and routes to staff is a Pro-tier feature.
AI inference cost dropped 85% from 2023 to 2026, so we don't pass per-conversation fees onto you the way some platforms do. It's flat-rate as part of your monthly engagement, and we tell you up front which tier supports what.
If you've got a specific use case — "I want an agent that handles wholesale inquiries" or "I want a phone agent that books reservations" — tell us and we'll quote it cleanly.
You're already doing it. This conversational interface is how we start every relationship. Tell us about your business, what you're trying to accomplish, and where you're struggling digitally.
From there, we'll determine if we're a good fit. If we are, we'll typically start with a 7-day trial or a small initial scope to prove the value before you commit to a longer engagement.
No sales calls required (unless you want one). No lengthy proposals. Just a conversation.
Ask yourself: when's the last time they proactively improved your site?
Most agencies build, invoice, and disappear. If you're paying hourly rates for reactive fixes on a site that hasn't fundamentally improved since launch — that's not a partnership, that's a tow truck.
Reformer works on a monthly retainer specifically so your site gets better every month, not just when something breaks. New content, new features, new optimizations — every single month.
Yes. We're based in Los Angeles but work with businesses everywhere.
Everything we do is remote-friendly — strategy calls on Zoom, real-time collaboration in Webflow, async communication via Slack or text.
Some of our best client relationships are with businesses we've never met in person.
Webflow hits the sweet spot of power and simplicity. It's secure by default (no plugins to hack), visually editable (you can make content changes yourself), and built for modern web standards.
Compared to WordPress, Shopify, or Magento—platforms from the previous generation of web software—Webflow is more agile, more secure, and actually considers the end user. It lets us build sites that load fast, look great, and don't require constant security patches.
Yes, but we approach it differently than most. We build SEO-optimized foundations—fast load times, clean code, proper meta tags, mobile responsiveness—as standard practice, not an upsell.
For ongoing SEO, we focus on creating genuinely useful content and good user experience rather than gaming algorithms. Search engines reward sites that serve users well, so that's what we build.
We prioritize tools that are lean, user-focused, and play well together:
Frontend: Webflow for websites and CMS
Authentication: Memberstack for user accounts
Database: Supabase (PostgreSQL with vector search)
Hosting: Render for custom applications
AI: Claude API for conversational interfaces
Edge/CDN: Cloudflare for performance and security
This stack gives us the flexibility to build sophisticated systems without the bloat of legacy platforms.
Monthly maintenance includes security updates, performance monitoring, content updates, bug fixes, and small enhancements. Basically, keeping your site healthy and improving it steadily.
Unlike platforms that require constant plugin updates and security patches (looking at you, WordPress), Webflow handles most of this automatically. Our maintenance focuses on what actually matters to your business.
Yes. Accessibility is built into our standard practice, not an add-on. We follow WCAG guidelines to ensure sites work for everyone—proper heading structure, alt text, keyboard navigation, color contrast, and semantic markup.
It's not just about compliance; accessible sites are better sites. They're easier to navigate, work better on all devices, and often perform better in search.
Absolutely. Every site we build is mobile-first responsive. Most of your visitors are probably on phones, so that's where we start.
Webflow makes responsive design straightforward, and we test across devices and browsers to ensure everything works properly. You shouldn't have to ask if a site works on mobile in 2025—it's table stakes.
We typically set up privacy-respecting analytics like Pirsch that give you the data you need without invasive tracking. You'll be able to see traffic, sources, popular pages, and conversion events.
We avoid bloated analytics setups that slow down your site and raise privacy concerns. If you have specific tracking needs (for advertising, for example), we can integrate those thoughtfully.
You own your domain—we can help you register one or transfer an existing one, but it stays in your name. For hosting, Webflow handles the heavy lifting with excellent performance, security, and uptime.
For custom applications (like this chat interface), we use Render for hosting. All infrastructure costs are typically included in your monthly engagement or passed through at cost.
That's literally the point.
Webflow has a visual editor that lets you update text, swap images, add blog posts, and manage products without writing a single line of code. We train every client on how to use it.
And for anything you don't want to touch yourself — that's what the monthly retainer is for. We handle it. You focus on running your business.
You're talking to Gary — Reformer's conversational AI interface. Instead of navigating pages and filling out forms, you can just ask questions and have a conversation.
Gary knows about Reformer's services, philosophy, pricing, and past work. It can help you figure out if we're a good fit, answer questions, and connect you with a human when needed.
This isn't a generic chatbot — it's built specifically for Reformer using our own content and trained on how we actually talk to clients. It's also an example of what we can build for your business.
Absolutely. Just ask, and we'll connect you with Pete or schedule a call. The AI (Gary) is here to help with common questions and initial qualification, but humans handle the complex stuff.
You can also email us directly at hello@reformer.la or request a callback. We believe in meeting people where they are—if you prefer human conversation from the start, that's completely fine.
Conversations are stored securely in our database to provide context and improve our service. We don't sell your data or share it with third parties beyond the tools needed to operate (like our AI provider, Claude by Anthropic).
If you provide your email, we may follow up if you seem like a good fit for our services. You can request deletion of your conversation data at any time by asking here or emailing hello@reformer.la.
This conversational interface is available 24/7. You can ask questions, explore our services, and even start the qualification process any time.
For things that need human attention, we'll see your message and respond during business hours (Pacific time, generally Monday-Friday). If something is urgent, say so and we'll prioritize it.
All Reformer plans are a 12-month engagement with monthly billing. We do it this way because real results take consistency — we're not interested in drive-by projects, and neither should you be.
If you need to cancel before the 12 months are up, we'll work with you on a fair exit. If you cancel at the end of your term, you keep everything we've built — your website, your content, your systems. We'll provide documentation and assist with transition. We want long-term relationships, but we understand circumstances change.
Yes, completely. Everything we create belongs to you. Your domain, your content, your Webflow account, your integrations—all yours.
If you ever leave, you can take it all with you. We'll even help with the transition. We're not interested in holding your business hostage with proprietary systems or vendor lock-in.
Yes — and we made it easy.
Sign up at reformer.partneroapp.com/register to get your unique referral link and partner dashboard. Track who you've referred, see status, and get paid automatically.
Here's how it works: you start at 5% recurring commission on any client you refer, and grow to 10% as you send more business our way. It's recurring — paid for as long as the client stays with Reformer.
We grow primarily through referrals and word of mouth, so we appreciate folks who spread the word. Sign up, share your link, get paid every month.
You're already in touch—this chat is the best way to start. For direct communication:
Email: hello@reformer.la
Website: reformer.la
We aim to respond to all inquiries within one business day, usually much faster.
You keep everything. The site, the design, the content, the code — it's all yours.
We export it, hand it over, and help you transition. No hostage situations, no "you can't leave without us" games.
We keep clients because the work is good, not because we hold their assets captive. 30 days notice, clean break.