Our Story

Eleven years of building.
No shortcuts.

Web development since 2014. Server operations since 2017. SEO since 2020. AI tools since 2022. One operator, full stack, based in Gauteng.

11+

Years Web Dev

Years Server & Ops

Years SEO

Years HubSpot

Years AI Tools

How We Got Here

We saw a gap.
We built the bridge.

SO Websites started as a lean web design operation in Gauteng, South Africa. We were obsessive about one thing: websites that actually convert.

But as our client list grew, we kept running into the same wall. Clients needed content, a lot of it. They needed SEO. They needed ads. They needed automations. The manual work was killing efficiency for everyone.

So we did what any software-obsessed team would do: we built the tools ourselves. Custom AI content engines, keyword matchers, automated SEO auditors. We went from a web agency to a software orchestration company.

Today SO stands for Software Orchestration . We orchestrate every layer of your digital presence so you can focus on running your business.

2014

First Production Site

First paid website shipped. SEO, servers, and custom builds followed. SO Websites founded in 2019.

2021

AI Tools Born

Built our first custom AI content engine for a national e-commerce brand. 3× content output overnight.

2024+

Full Orchestration

Web + AI + SEO under one roof. 100+ clients. 500+ projects delivered.

What Drives Us

Four values.
No compromises.

Results First

We measure everything. If it doesn't move a number that matters to you, we don't do it.

Radical Transparency

You see everything, every metric, every decision, every invoice. No smoke, no mirrors.

Build Obsession

We build tools others are still waiting for. If something can be automated, we automate it.

Long-term Partnership

We don't want a project. We want to be your agency for the next decade.

Our Toolkit

Built on the best.
Built for you.

Web & Platform

HTML5 / CSS3 PHP / MySQL Nuxt 4 / Vue 3 Nitro.js PostgreSQL WordPress Divi / Elementor WooCommerce Shopify Framer

Infrastructure

Docker GCP Firebase WHM / cPanel DNS Google Workspace SSL / Security Zitadel Auth

SEO & MarTech

HubSpot Google Ads GA4 Search Console Ahrefs Semrush Schema / GEO

AI & Automation

Claude API OpenAI API OpenRouter Gemini fal.ai Python n8n GCS

Web Dev Server Ops SEO HubSpot AI Tools

Founder

Built by someone who's been in the trenches.

Bruce Pelser has been shipping production websites since 2014. He runs his own servers — WHM, cPanel, DNS, Google Workspace — so when a client site has a problem at 2am, there's no support ticket. He fixes it.

Five years of SEO in competitive South African markets. Four years inside HubSpot running MarTech for a national distributor. When AI tools became viable in 2022, the automation side was the obvious next step — the workflows were already there.

Contract engineering at RT7 Digital: building production modules on the RT7 ONE platform — a multi-module SaaS on Nuxt 4 / Vue 3, Nitro.js API, PostgreSQL, Docker, and GCP. Work includes Content Mango (an AI content generation engine using OpenRouter, Gemini, and fal.ai for image generation), an SEO analytics dashboard (OrnSight), and a Vendor Vault for Amazon 1P vendor data. Real platform work, live in production.

SO Websites client work: Custom CD, Exclusive CT, GP Compressors, Solair. This is the depth behind every project we take on.

Bruce Pelser

Founder & Lead Developer, SO Websites

Work With Us

Let's build something
extraordinary.

Whether you need a website that converts, an AI tool that scales, or an SEO strategy that compounds, we're ready to orchestrate it.

Explore Services

Eleven years of building.No shortcuts.

We saw a gap.We built the bridge.