Desmond Sum沈子民

Websites built by TofuPages, my web design company. Custom-coded sites for Singapore SMEs: company websites, plus the useful parts like quote carts, booking, calculators and event registration pages.

For this session, my focus is one thing: refreshing old company websites.

• Designed by a branding studio. We are a creative agency first, so the site looks like the brand, not a template.
• No WordPress bloat. Coded from scratch, so it is fast and has no plugins to keep patching.
• Built to be found. SEO, plus set-up for AI search (AEO and GEO), so Google and assistants like ChatGPT can understand and recommend the business.
• Does real work. Calculators, catalogues with quote carts, booking and registration, with enquiries going straight to WhatsApp or email.
• AI speeds up the build, a designer makes the final call. Faster delivery without losing taste.
• One partner for more. Brand (Dope Creatives), activations (Yetivate) and event tech (Eventory) under the same roof.

• SME owners whose website is more than 8 years old
• 2nd-generation owners taking over a family business
• Personal care businesses: salons, spas and clinics
• Professional services and contractors: brokers, advisory firms, construction
• Exhibition and event organisers who need a registration page
• Newly formed businesses

Example: the 2nd-generation owner of a construction or trading company. The website was built years ago, it looks dated on a phone, nobody in the office can update it, and new customers still only come by word of mouth.

• Corporate secretaries and accountants: they meet new businesses on day one
• Marketing agencies and social media marketers: their ads and posts need a good website to land on
• PR agencies and events companies: launches and events need pages and registration
• Banks and financial advisers: they work with SME owners who are growing
• IT services, corporate gifts and institutions

"When was your website last updated? If it's older than your phone, talk to my friend Desmond. He'll tell you what to fix first, for free."

Or, if they are starting out: "Before you print namecards, get Desmond to sort out your website."

"Desmond builds the website and leaves the social media, ads and accounts to people like you. He's looking for partners to refer his clients to."

For marketing and social media agencies: "Your campaigns need a good page to land on. Desmond builds that." For corporate secretaries: "All your new incorporations need a website. Desmond takes care of that."

• "Our website looks old" or "it doesn't look right on the phone"
• "I can't update it myself" or "our web guy disappeared"
• "WordPress keeps breaking" or "we got hacked"
• "Nobody finds us on Google"
• "We don't get any enquiries from the website"
• "We're launching a new business or event and need a site fast"
• "Our bookings or registrations are all on spreadsheets and WhatsApp"

• Ask one question in every business conversation: "When did you last update your website?"
• Look up their website on your phone while you talk. If it looks old, that's a referral.
• Introduce me to groups you belong to, such as associations, chambers or alumni, for a short talk on websites and AI.
• Bring business owners to BNI Origins as visitors.
• Share or comment on my LinkedIn posts, so your network sees what I do.

• Low budget with high expectations
• Companies only looking for grants
• Social media management only: we don't offer it, so I'll pass those to a partner

• Event organisers and MICE planners: event tech rental (Eventory) and activations (Yetivate)
• Corporate, bank and destination marketing teams running campaigns and festivals, like the UOB x Pokémon campaign and the Sentosa CNY Festival project I handled
• Salon, spa and wellness owners: I'm building a booking system for beauty and wellness
• Brands that need a rebrand or packaging: Dope Creatives
• Associations and clans looking for a speaker on websites and AI

• "It's too expensive." Custom doesn't have to mean costly. Desmond scopes it to what you need, and the first chat is free.
• "We already have a website." Great, let him check it for free. He'll tell you what's worth fixing, even if it's nothing.
• "My nephew or IT guy can do it." Fine for a start. Desmond brings branding, search and AI-search set-up on top.
• "AI can build websites now." He uses AI too, which makes it faster. What you pay for is the taste and strategy that turns visitors into enquiries.
• "I have no time." His team writes the copy from a short chat and handles the move.

• Tell me who your ideal referral is, so I can return the favour
• Give me feedback after every referral, good or bad
• Bring me along when you meet a client who needs a website
• Let's do a joint 1-2-1 with our power team: marketing, social media and corporate secretary

"Introduce Desmond to one business owner whose website is more than 8 years old, this month."

"Become part of Desmond's power team, so between us a client's website, marketing and events are all covered."

In about 4 to 6 weeks. Next time I'll share one of my other businesses: Yetivate (activations and roadshows) or Eventory (event tech rental for MICE).

Book the next 1-2-1