About

CMS Web Solutions builds the digital things businesses of every size depend on — websites, software, brand, data and security — with modern AI in the engine room and hard-won judgement at the wheel.

Why we exist

Too many good businesses pay agency money for committee-built work that takes a quarter to ship and looks like everyone else’s. We started CMS Web Solutions to do the opposite: bespoke work, delivered fast, by someone who actually answers the phone. Since 2011 we’ve designed, built, hosted and looked after digital work for businesses that wanted a partner, not a vendor.

Experience first, AI second

AI is the most powerful tool our industry has ever had. It is also, on its own, average — it produces plausible, generic work unless someone with real experience tells it what good looks like. That is the whole idea behind how we work: for AI to work at its best, you need business acumen and experience. AI then supercharges this to unprecedented levels. The thinking is human. The execution is amplified.

How we work

Every engagement begins with a conversation — no slides, no pitch. From there you deal directly with the principal: the person doing the thinking and the building, not an account manager relaying messages. One accountable point of contact, a direct line including out of hours when it genuinely matters, and no gatekeeping.

The experience behind the work

There’s an extensive business career behind the technology. I began in industry — joining a large manufacturer as International Sales Manager, travelling the world to support distributors across the Far East, the USA and Europe — and went on to become the company’s Sales and Marketing Director. That is where I first honed my business skills.

I later moved to Scotland and founded Robbins Associates, designing and hosting websites for clients across the UK, before establishing CMS Web Solutions Ltd. A career spanning both industry and the web is exactly why I’m so well placed to work with AI today.

Because getting the best from AI isn’t really about the tool — it’s about knowing what to ask it. Engineering the right prompt takes the same judgement a career in business teaches you: understanding the real problem, recognising a good answer, and spotting a confident wrong one. The technology is new. The judgement isn’t.

If you’re weighing up a project, talk to me directly. I’d rather have an honest conversation than win a pitch.

— Adrian Robbins