What DeCODE does

DeCODE Digital is a two-person Western Australian digital agency operating out of Perth (Churchlands, City of Stirling) that designs, builds, hosts, and markets WordPress websites for Australian small and mid-sized businesses. The agency is led by Adam Clune (Partner & Digital Marketing Specialist & Strategy Lead, 20+ years in marketing and business strategy) and Ilana Borsje (Senior Developer & Digital Creator, 15+ years and 350+ sites built), both of whom remain personally involved in every client engagement. Service lines span custom brochure and ecommerce builds, SEO foundations and ongoing search strategy, Google Ads and conversion optimisation, social media campaigns, and a managed WordPress hosting product backed by Australian-based AWS infrastructure with active security monitoring.

The agency's technology stack is centred on WordPress CMS, Beaver Builder, WooCommerce for ecommerce, Yoast SEO, Gravity Forms, and Advanced Custom Fields, with bespoke hardening (file integrity monitoring, custom firewall rules, WAF, 2FA enforcement) layered onto AWS hosting. The agency uses generative AI tools (DALL-E 3 for imagery, ChatGPT and Claude for copy drafting, AI-assisted video and voiceover) as workflow accelerators within a human-editor-controlled build process, and has begun offering a discrete "AI Optimisation (AIO)" service line preparing client content for AI-driven discovery surfaces. A free standalone web utility, ATMOSS, has been built as a sub-brand providing access to IP Australia trade mark, patent, design and Plant Breeders' Rights databases.

DeCODE monetises through three streams: project-based website design and development (itemised quotes), monthly/annual managed hosting and maintenance subscriptions, and ongoing digital marketing retainers. All pricing is quote-based and not publicly disclosed; the GTM motion is sales-led, direct, and referral-driven, with the two partners handling all client interactions. Documented customers span healthcare (GP practices, psychology), solar/electrical, water filtration, accounting, legal/ATMOSS, landscaping, moving services, hospitality/tourism, life coaching, and not-for-profits. The agency won two Web Excellence Awards in Season 18 (2026) for DMG Solar (Energy) and Health Sense Psychology (Health), competing against agencies many times its size.

Name

DeCODE

Legal name

DeCODE

Website

https://decodedigital.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

DeCODE Digital is a two-person Perth-based WordPress web design, development, digital marketing, and managed hosting agency serving Australian small and mid-sized businesses across healthcare, trades, professional services, ecommerce, and not-for-profit sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Scarborough

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Website Design & Development: Custom website builds from brochure sites to full ecommerce platforms. Project-based pricing with itemized quotes in plain English. Includes web design, development, SEO foundations, and project management.
2. Managed Hosting & Maintenance: Ongoing managed WordPress hosting with proactive security monitoring, daily off-site backups, core/plugin/theme updates, uptime monitoring, and human support. Monthly or annual subscription model.
3. Digital Marketing Services: SEO strategy and optimization, Google Ads management, content development, and conversion rate optimization. Ongoing retainer or project-based arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

DeCODE Digital is a two-person Perth-based digital agency that designs and builds custom WordPress websites, ecommerce stores, membership platforms, and SEO rebuilds for Australian small and mid-sized businesses. Its offering extends into managed WordPress hosting on Australian-based AWS infrastructure with proactive security monitoring, plus digital marketing services including SEO strategy, Google Ads management, and content development delivered as project work or ongoing retainers.

Product overview

DeCODE Digital is a two-person Western Australian digital agency offering a unified website design, development, and digital marketing service. The core offering is custom WordPress website design and development (brochure sites, ecommerce stores, membership platforms, SEO rebuilds), supported by integrated modules for SEO/search strategy, Google Ads and conversion optimization, digital marketing (content, social, paid campaigns), managed WordPress hosting (Australian AWS infrastructure with 24/7 monitoring and security), and ongoing support and maintenance. Specialised offerings include custom web applications (e.g., travel calculator), an IP search utility platform (ATMOSS), AI optimization services, brand positioning, and domain compliance advisory. The agency has won two international Web Excellence Awards and services clients across diverse industries including healthcare, trades, professional services, ecommerce, manufacturing, and not-for-profit sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Website Design & Development Custom WordPress website design and development service for Australian small and mid-sized businesses, producing brochure sites, ecommerce stores, membership platforms, training portals, and SEO rebuilds engineered for speed, accessibility, and conversion.
• Managed WordPress Hosting & Maintenance Subscription-based managed WordPress hosting and maintenance service running on Australian-based AWS infrastructure, including proactive security monitoring, daily backups, core/plugin/theme updates, uptime monitoring, and human support for Australian small and mid-sized businesses.
• Digital Marketing Services Ongoing digital marketing service covering SEO strategy and optimisation, Google Ads management, content development, social media management, Facebook/Instagram campaigns, and email marketing for Australian businesses, sold as a retainer or project-based engagement.
• ATMOSS IP Search Utility Platform Free independent web utility that provides a single gateway to IP Australia's official trade mark, patent, design, and Plant Breeders' Rights databases, built and maintained by DeCODE Digital for Australian legal and IP professionals and the general public.
• Custom Web Applications Custom-coded web application development for clients requiring bespoke functionality beyond standard site builds, exemplified by the Great Australian Travel Calculator that estimates long-distance travel costs factoring in fuel and distance.

Quantifiable outcome

• Within 3 months of launch, Ningaloo Station ranked for 884 keywords with 94,000+ impressions, 6,000+ clicks, and 65+ first-place Google rankings
• +1 more outcomes

Named customers17 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature5 records

Partnerships

One partnership is on record.

• Perth Digital EdgeminorStrategic or Co-development PartnerSEO services partner for the Ningaloo Station project. Perth Digital Edge undertook page planning, content framework development, and search-focused content advisory. They defined page structure, guided content framework, and assisted with development of search-focused content across the site.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wix.com: Global DIY website builder with Australian presence. A direct substitute threat for DeCODE's lower-end SMB clients who can self-serve on Wix instead of commissioning a custom build.
• First Page Digital: Large Australian digital marketing and SEO agency also offering web design. Overlaps with DeCODE on SEO, Google Ads, and web builds but at greater scale and broader service scope.
• Online Marketing Gurus: Australian digital agency covering SEO, Google Ads, web design, and social. Overlaps on the digital marketing stack Adam Clune delivers but operates at a much larger scale.
• Luminary: Larger Australian digital agency with web development, digital strategy, and managed services. Same service categories as DeCODE but serves enterprise/mid-market clients with a much bigger team.
• Web.com.au (Telstra): Long-established Australian website builder and hosting provider for SMBs. Direct overlap with DeCODE on hosting and entry-level website design, but as a mass-market incumbent.

Emerging players

• Human Made: WordPress VIP agency focused on enterprise-grade WordPress builds and hosting. Comparable on the WordPress specialism and security-focused hosting model, but serves larger clients globally.

Direct peers

• Digital Surfer: Australian SEO and web design agency combining technical SEO with WordPress builds for SMB clients. Closely comparable on the SEO-led website offering.
• Reactive Media: Australian boutique digital agency providing web design, development, and digital marketing services to SMEs. Comparable in size, offering, and customer profile to DeCODE.
• Twotone: Australian creative and digital agency building websites, ecommerce stores, and digital marketing for purpose-driven businesses. Overlaps with DeCODE on the not-for-profit and SMB side of the portfolio.
• Anchor Digital: Perth-based digital agency offering web design, development, SEO, and digital marketing to Australian SMBs. Direct geographic and service overlap with DeCODE in the WA market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DeCODEDigitalAU

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DeCODE