Kyle Hennessy
Founder & Principal
Practice leadership, strategy, and account oversight. Former full-stack developer specializing in B2B SaaS and ERP. Close to the work when it matters — with specialists carrying execution where they're strongest.
About Dog and Rooster
Most web agencies
don't understand
how B2B actually sells.
Consumer brands need traffic and virality. B2B companies need a site that makes a skeptical procurement manager feel like the right people built this — before they've spoken to a single sales rep.
That's a completely different brief. We've spent years building for it.
- 10+ Years Dog and Rooster has been operating in B2B web
- 40+ B2B websites built and rebuilt, mostly for technical industries
- 94% Of clients expand the engagement after the first project
The Gap
The web was designed for
consumer attention.
B2B buying doesn't work
that way.
Most web agencies come from a world of consumer brands, e-commerce, and SaaS startups. Their instincts — viral content, emotional design, conversion funnels optimised for impulse — are exactly wrong for a B2B company selling complex technical services to a buying committee.
B2B buying is slow, skeptical, and relationship-driven. A prospect who finds your site is usually six months into a problem. They're not impulse-buying. They're building a case internally. They're checking whether your site makes the company look like it can actually solve what they're dealing with — or whether it just looks like every other agency website.
The gap between those two briefs is where most B2B websites fail. They were built by people who've never sat in a sales conversation where someone said "your website doesn't really explain what you do."
What B2B websites actually need to do
- 01 Make the right buyer feel immediately understood — before they scroll past the hero. If your ICP doesn't see themselves in the first three seconds, they're gone.
- 02 Support a sales conversation, not replace it. For most B2B companies, the website's job is to get a prospect into a first call already informed — not to close the deal autonomously.
- 03 Prove credibility at the moment of doubt. Proof belongs next to the price, next to the CTA, inside the contact form — not buried on an About page nobody visits.
- 04 Handle technical complexity without losing non-technical buyers. Engineers, ops leads, and procurement managers visit the same site. The IA has to work for all of them.
- 05 Stay reliable as the business changes. Most B2B teams do not have in-house capacity to babysit a site. The build still has to be stable, easy to extend, and able to evolve when priorities shift.
The Story
Built by someone who
understands what's
behind your website.
Before Dog and Rooster, Kyle spent years as a full-stack software developer building the systems that run B2B businesses. The operational core: ERP platforms, inventory management, procurement systems, customer portals for companies in manufacturing, engineering, and industrial services.
That experience gave him something most web professionals don't have: a clear picture of how B2B companies actually operate. The buying committee. The complexity of explaining a technical product to someone who doesn't have the background to evaluate it. The gap between what a company does and what it can get a website visitor to understand in thirty seconds.
"Most of these companies had software that could run a factory — and a website that looked like it was built on a Friday afternoon. The operational sophistication and the web presence were completely disconnected."
Five years ago, Kyle acquired Dog and Rooster — a San Diego agency with over two decades of history building custom web applications for businesses across the region. He kept what worked: the technical depth, the delivery discipline, the client relationships. And he made a deliberate choice about what to focus on.
Not all web design. Not consumer brands. Not e-commerce. Technical B2B companies — engineering firms, manufacturers, industrial services, complex software companies — that have a genuine challenge communicating what they do and converting that understanding into pipeline. That's the gap he's spent the last four years closing.
Dog and Rooster today is a small team with a narrow focus. We don't take every project. We take the ones we're specifically built to do well.
How We Work
The things we do
differently. On purpose.
Every one of these is a direct response to a problem we watched other agencies create for their clients — and that clients came to us having already experienced.
01 —
Senior people do the work — without the bait-and-switch.
The practice is led with clear accountability for direction, fit, and quality. Day-to-day delivery is owned by experienced designers, builders, and operators — the people who ship this work week in and week out. You meet who is on the account early, and that team carries the work.
02 —
Defined scope, defined price, defined end date. Always.
Open-ended statements of work are how projects turn into eight-month ordeals. Every engagement has a fixed scope agreed before we start. If something falls outside it, we say so before the work happens — not after the hours are already spent. No surprises.
03 —
Decisions you can defend internally — not a black box.
We document scope, sequencing, and tradeoffs in plain language you can forward to leadership. When we recommend a change, you should understand what it does, what it costs, and what has to be true in your funnel for it to be worth it. Recommendations tied to delivery — not a deck that ages on a shared drive.
04 —
Web best practices — pressure-tested for your buyers and motion.
Performance, accessibility, technical hygiene, and credible structure are baseline — not optional extras. What we refuse is lazy pattern-matching: copying another industry's playbook, assuming your ICP behaves like a consumer brand, or shipping trends that your sales team can't support. We start from strong defaults, then validate against your audience, your proof, and the signal you already have (or help you collect). Every site is different because every business is.
The Team
Small enough to care.
Experienced enough to deliver.
We're not a large agency. We're a focused senior team in B2B web. Leadership sets direction and holds the standard for quality and fit. Designers, builders, and ops own day-to-day delivery — nobody here is learning on your timeline.
Tomoko
Lead Designer
Visual design and UX. Specializes in information architecture for complex B2B products and services — making the complicated feel navigable.
Stephanie
Web Operations
Project coordination, hosting and release logistics, and ongoing site health. Keeps delivery on track and catches the operational gaps before they become downtime or drift.
Jakob
Growth & SEO
Search strategy, content, and technical SEO for B2B. Builds around buyer intent — the searches that happen when someone is six months into the problem you solve.
Plain Language
What we are — and what
we're deliberately not.
Not us
A generalist agency that takes any project from any industry.
Us
A focused team that works specifically with technical B2B companies. We turn away work that isn't a fit.
Not us
Long-term contracts that make it hard to leave even if the work isn't delivering.
Us
Fixed-price sprints and month-to-month retainers. We keep clients because the work produces results.
Not us
Vanity metrics — rankings, traffic, impressions — reported as if they're wins.
Us
Pipeline outcomes: more qualified leads reaching out, shorter sales cycles, sales team actually using the site.
Not us
Black-box reporting where you're not sure what's happening or why.
Us
Transparent communication at every step. You always know where the project is and what's coming next.
Not us
"Set it and forget it" — launch the site, wave goodbye, never look at it again.
Us
Ongoing ownership. Web Ops retainers mean your site stays current, fast, and functional — every month.
Not us
Junior staff doing the execution after a senior person closes the deal.
Us
Senior people stay involved end to end. The team that delivers is the team you met.
Client testimonial
"One of the most commendable aspects of working with Dog and Rooster was their ability to adapt and make adjustments as needed. Their commitment to client satisfaction was evident throughout our collaboration."
Ready to work with us?
Start with a conversation.
No commitment required.
Tell us what's going on with your site. We'll give you a straight assessment of what it needs — whether you move forward with us or not.