// about
Moji
I build websites that are designed to be found.
I’m Mojtaba Sedaghat Kerdar. Most people call me Moji.
I build websites that are designed to be found, mostly for clinics and independent local businesses. I have been doing it for eight years, and I now work from Musselburgh, just outside Edinburgh, under the name MSKWEB.
Here is the short version of how I got here, and what I have learned that might be useful to you.
how I started
I started by getting it wrong
In 2018 I built my first real website. It was a gold and jewellery affiliate site called HonareTala, and I built it because I could not afford to pay anyone else to do it. I spent close to two years learning WordPress, design, and development the hard way.
At the end of those two years I had a site I was proud of. Then I realised something obvious that I had completely missed:
nobody could find it.
That was the moment SEO stopped being a word I had heard and started being my job. I went back and learned it properly. HonareTala went on to earn me an income for seven years.
I keep that story in mind on every project, because most people I meet are about to make the same mistake I did.
What I actually believe
Five things I’ve stopped arguing about
01
Design is the last step, not the first.
Most people start with how the site looks and hope the rest sorts itself out. It does not. Before I open a design tool, I want to know who you are trying to reach, what they type into Google, and what should happen after they land.
02
A website is a marketing tool.
For most small businesses, over 80% of the point of having a site is finding new customers. If you accept that, then every page needs a job. A page that exists “because every site has one” is a page that costs you money.
03
Trust in this industry is broken, and fairly so.
A lot of people have paid for a site, received something that looks fine, been told “the rest is up to you,” and then watched it do nothing for two years. If you have had that experience, I understand the scepticism. I would rather tell you upfront what a website will and will not do for you.
04
Some of the work has to be yours, and I learned this the hard way.
When I first arrived in Scotland I built a site called ForBritish to teach myself how search works in this country. I researched UK keywords, built pages, and got several of them ranking on long-tail terms around home renovation, mental health, and NHS waiting times by city and hospital.
Then Google turned down my AdSense application for low content quality. Not because the pages were not ranking, but because there was no real person standing behind what I had written. That is what sent me into E-E-A-T, and it changed how I work.
So when I say I cannot write your experience for you, I am not being difficult. Content that is obviously machine-written does not help you, the algorithms recognise it, and getting around that is harder than most people think. What I can do is take what you actually know about your trade and turn it into something Google understands and a human wants to read.
05
Getting to the top of Google is a real fight.
There are sites that have spent years earning their position, and they do not give it up easily. Without a strategy, effort alone will not get you there.
what I do
What I am good at, and what I am not
I would rather be clear about this than have you find out three months in.
What I do well:
● Search strategy and site architecture, worked out before anything gets designed.
● Keyword research and mapping, which is the strongest thing I do.
● WordPress design and build, using Gutenberg rather than heavy page builders, so sites stay light and fast..
● Local SEO and Google Business Profile, usually the quickest route to enquiries for a local business.
● Technical SEO, redirects, and cleaning up sites that have gone wrong.
● Moving sites off bespoke or outdated systems onto WordPress without losing rankings, including bilingual sites.
● Payment systems, instalment plans, calculators, and members-only pricing.
● Ongoing care: security, backups, updates, monitoring.
● Video for search: YouTube SEO, video keyword research, and short on-page video, one of the clearest ways to show there is a real person behind a business.
What I do not do:
● I do not write English content for clients.
● I do not do Google Ads or email marketing. Other people do those better.
● I do not take on projects where I cannot see a realistic route to a result. If that is the case, I will tell you at the first conversation.
the defining work
Fewer clients, kept for longer and what each one taught me.
An industrial motor-rewinding workshop in Tehran
The owner told me he had run out of ideas for growing the business. I wrote him a strategy, showed it to him, and then spent 18 months building it out. The site still runs, still brings in around 50 visitors a day in a very narrow industrial niche, and it changed how the business gets work. Nothing has taught me more about turning an offline trade into something people can find online.
A jewellery retailer with a physical shop
I sent a cold email with a report on what I thought their site could do. Three months later, organic clicks had gone from under 100 a day to around 600, and they were getting phone calls and people walking through the door because of it.
A sewing and alterations business in Edinburgh
My first client work here, done pro bono for a business that was just starting out. I set the strategy, worked out the service architecture, designed and built it, wrote the pages, and set it up for search. It ranks on local terms like bridal alterations and garment repair, and it brings in enquiries, consultations, and bookings. I went on to build two more sites for related businesses nearby.
Clinics have quietly become the sector I know best. Six of the sites I have built have been for clinics and practitioners, five of them in orthotics and prosthetics.
A consultant orthotist and his clinics
I tripled organic traffic for his practice site and redesigned it, and it now ranks on his own name as well as on clinical service terms. When he opened a second clinic, he asked me to take that on too. That started in early 2024 and I still run search for both, now remotely from Scotland. It is my longest client relationship, and the kind of work I am after: fewer clients, kept for longer.
Clinics have quietly become the sector I know best. Six of the sites I have built have been for clinics and practitioners, five of them in orthotics and prosthetics.
A mobile phone retailer selling on instalments
I named the brand, built the site, and built a calculator and enquiry form that generated around 20 enquiries a day, roughly 15% of which turned into customers. They brought me back a second time to redesign it.
An immigration consultancy in Canada
A bilingual site sitting on a bespoke content management system that had run out of road. I redesigned it and moved the whole thing onto WordPress in two months, in both languages, without losing what it had already earned in search.
A consultant orthotist and his clinics
I tripled organic traffic for his practice site and redesigned it, and it now ranks on his own name as well as on clinical service terms. When he opened a second clinic, he asked me to take that on too. That started in early 2024 and I still run search for both, now remotely from Scotland. It is my longest client relationship, and the kind of work I am after: fewer clients, kept for longer.
Clinics have quietly become the sector I know best. Six of the sites I have built have been for clinics and practitioners, five of them in orthotics and prosthetics.
before websites
Before websites, I made jewellery
For about four years I designed and made gold and jewellery in Tehran. I ran a production line, managed up to 800 orders a month, and worked with 3D printing. In one workshop that had not turned a profit in a year, the production line I set up made it profitable in the first month.
I mention it for two reasons. It is where I learned that a millimetre matters. And it means that when I sit down with someone who runs a small business, I have been on that side of the table. I know what it feels like when the month is tight.
what I believe
One thing I have come to believe
My growth is tied up in other people’s growth. We only really grow by growing each other. We are a community.
That is not a slogan I put on a wall. It is why I built my wife’s first site, my sister’s site, and why my first three projects in Scotland were unpaid.
your move
Let’s talk
If you have a project you think I might be right for, I would be glad to hear about it.
It does not matter whether you have a site that is not working or you have not started at all. The first step is a straightforward conversation, so I can understand what you do and what you want the site to do. If I do not think I can help, I will say so at that point rather than later.
To get started, just tell me what you do and what you would want a website to do for you.
