ABOUT
Twenty-two years building websites for local businesses.
I started building websites in 2004, hand-coding layouts before content management systems were common. Through custom WordPress development work, and co-leading an international distributed team of 26 at Mediamint for AdRoll, a world leading performance marketing platform, one thing stayed constant: a website is a business tool. It works or it doesn’t. Design matters, build quality matters, and somebody has to care enough to get both right.
Ratiom is a new business. The experience behind it isn’t. After years across web design, WordPress development, digital project management and working daily with advertising performance data and landing pages, one gap was clear: most small and local businesses don’t need a complicated website. They need a well-built, properly designed one. Ratiom exists to provide exactly that, at a fixed price that makes sense.

Gary O’Toole, founder.
Building websites since —
2004
Based in —
Kraków — for US and UK clients
Who builds your site —
One person, start to finish
EXPERIENCE
Twenty-two years building websites for local businesses.
The short version of how I got here, and why it actually matters for you.
2004
Started in web design
Hand-coding business websites and learning how the web actually works underneath it all.
WHAT THAT MEANS FOR YOU
Your site is built on a proper understanding of WordPress — not the output of a page builder assembled without real thought behind it.
2010
Custom WordPress development
Building custom WordPress themes and content tools for businesses that needed sites they could manage.
WHAT THAT MEANS FOR YOU
You get WordPress experience built up over many years — not a platform someone picked up recently and is still working out.
2015
Director of Digital Development, BM Soho
Leading a digital team on web, ecommerce and digital marketing for clients who tracked results closely.
WHAT THAT MEANS FOR YOU
Websites had to justify their existence as business tools, not just design pieces. Process and delivery matter.
2020
AdRoll, via MediaMint
Working in advertising technology, spending time daily with websites, landing pages, and campaign performance data.
WHAT THAT MEANS FOR YOU
Reviewing websites and digital campaigns daily, at scale, builds grounded judgement about what works and what doesn’t.
2026
Ratiom
Custom WordPress websites for local and small businesses, fixed at $997 — one focused product.
WHAT THAT MEANS FOR YOU
Everything above goes into a single product: custom small business web design, delivered personally and priced to make sense.
HOW I WORK
Three things I don’t compromise on.
One price, quoted upfront
No hidden fees, no surprise retainers. You know exactly what you’ll pay before we start.
Plain language, always
No jargon. We talk about your services and your customers, not the technology underneath.
I put my name on the work.
Your website is designed, built, and delivered by me — not passed to someone else.
A professional website. Custom-built on WordPress. Done properly. Kept simple.
Ready to get a properly built website?
Fixed $997. WordPress. Built personally for you.
Or email gary@ratiomagency.com with a question first.
