Hi, I’m Calum Torrington, the founder of UX Inspector. For as long as I can remember, I’ve loved designing websites. But it wasn’t until university that I realised there’s actually a ‘science’ behind why certain things work online – why some designs just click with people and others fall flat.

That discovery lit a fire in me to learn everything I could about UX, SEO, and the psychology of digital design. Today, I bring that blend of creativity and analytical insight to every project, helping brands thrive by making their sites not only look good but work even better.

At its peak, Femme Nordic was earning me almost $200/day through the power of technical SEO.

A Proven Track Record in SEO

My SEO journey has been marked by hands-on experience in operating high-traffic content sites like Femme Nordic and Unlock Wilderness, where I’ve fine-tuned the art of organic growth.

Without relying on backlinks, I’ve grown sites to reach 100,000+ monthly visitors, focusing on delivering real value and refined user experience.

Beyond these sites, I run a 10k-follower (previously anonymous) SEO Twitter/X account where I share insights, strategies, and industry updates. My goal? To simplify SEO and UX for anyone looking to succeed online.

The first-year trajectory for femmenordic.com, without building a single backlink. I was able to onboard with Mediavine shortly after this screenshot was taken.

Experience with Major Brands and Projects

Throughout my career, I’ve had the privilege of auditing and optimising sites like Practical Psychology, Beautymone, and Instatus, applying insights that boost traffic and improve conversion rates. These experiences have deepened my understanding of the complex needs of established brands and smaller enterprises alike.

In addition to my SEO work, I bring a solid software development background, having collaborated with notable clients such as EtchUK, the Associated Board of the Royal Schools of Music (ABRSM), and the Norfolk Chambers of Commerce. I’ve worked across platforms and projects, translating client visions into sleek, high-performing websites that align perfectly with user goals.

Here’s a few of the clients I’ve worked with and projects I’ve worked on. You can find this grid on my company site macalpineventures.com

A Foundation in Mathematics & Computer Science

I hold a BSc in Mathematics & Computer Science from the University of York, a foundation that sharpened my analytical skills and taught me how to harness data for practical decision-making. This academic background, coupled with my hands-on industry experience, allows me to approach each project with a critical and data-driven mindset.

I’m particularly proud of this certificate!

So, why UX Inspector?

UX Inspector represents my dedication to conversion-focused UX and SEO. My approach is straightforward: by understanding how real people interact with content, I help businesses unlock their full potential online. Whether you’re looking to boost traffic, streamline user experience, or drive more sales, I’m here to make it happen.

Let’s work together to elevate your digital presence and turn every visitor into a loyal customer.