Hi, I’m Ellie.
I build websites that act like your best employee.
I’m a systems geek, a City Councilor here in Pendleton, and the founder of Calibrated Concepts.
I spent years working as a high-level Virtual Assistant, managing the chaotic back-ends of businesses all over the world. I saw the same problem over and over: brilliant business owners were burning out because their websites were lazy. They had pretty pages, but broken processes.
So, I stopped just "managing" the chaos and started building the engines to prevent it.
Today, I build high-performance Squarespace and Shopify websites that do the heavy lifting for you. My dreamiest goal? To give you a digital storefront that handles the admin, books the clients, and sells the products, so you can get back to the parts of your business (and life) you actually love.
Just a Chaos Coordinator with a love of slow living
I started Calibrated Concepts after moving to Northern Ireland and discovering I craved the freedom to work from either home country or anywhere else I wanted to. Now I’m based in Pendleton, Oregon and have just that!
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Behind the scenes I…
- am persnickety about my coffee and am perpetually streaming Gilmore Girls
- can often be found perusing thrift shops
- walk my talk. I’ve built my business to work in part time hours so I can do things like be a City Councilor and errands on a weekday
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What keeps me up at night…
- a fear of being "too much"
- worrying about not leaving the world better than I found it
- my absolutely terrible sinuses 🤣
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My big dreams:
- A lake or beach house where friends and family gather habitually
- Creating a home and a community that is resilient and thriving
- Building a business that proves you can define success on your own terms
I'm constantly trying to change systemic issues and reminding women entrepreneurs that they don't have to do it all (or do it alone).
What I Bring to the Table
I thrive in the spaces most business owners dread: the behind-the-scenes chaos, the tech tangles, the processes that need streamlining.
My not-so-secret strengths:
Creating order from chaos (I wore a burgundy "Chaos Coordinator" t-shirt until it fell apart)
Making your big picture possible, by obsessing over the details for you
Building communities that feel like home
The ability to see elegant solutions where others see messy problems
A knack for making complex tech feel simple and approachable
My very favorite thing about being in business (aside from all that flexibility) is proving that growing with simplicity can be fun and far less painful with help!
Take it from them…
Working With Me
My favorite thing about my business is seeing the weight lift off your shoulders when you finally have the systems you need to thrive.
Here's what transformation looks like:
From running out of capacity to having your business run on autopilot
From feeling bogged down to focusing on what you love and are good at
From overwhelmed to organized, with everything in its place
From manual mode to automation that works even when you're offline
These days I don’t work alone…
I have a badass team behind me
Helena Bradbury
Content & Systems Assistant
A lover of SOPs and color coding, Helena takes care of the processes and systems for us and our clients. In her spare time, Helena’s also a travel blogger and is enthusiastic about building businesses that can work from anywhere.
Coming Soon
Website & Admin Assistant
Currently hiring!
If you’re interested email ellie@calibratedconcepts.com with your CV/resume and I’ll be in touch.
10 years ago I’d never have believed…
that I'd build an international business helping women entrepreneurs reclaim their time and sanity. But here we are!
The cool stuff:
Recognized in Belfast Telegraph's 30 Under 30 (2022)
Named as a SmallBiz100 (2023) and iAlso100 Female Entrepreneurs (2022)
Helped 200+ businesses streamline their operations & websites
Squarespace Circle Member, Shopify Partner & Asana Ambassador
Appointed to Pendleton City Council (2025)
I've built systems for coaches, consultants, yoga instructors, and creative service-providers of all types who were drowning in admin and constantly dropping balls.
I'm obsessed with helping women step into the visionary role they deserve! The one where your business runs smoothly even when you're offline and you can focus on the parts you actually love.
And yes, I still get teary-eyed when clients tell me how much time and headspace they've reclaimed. That's the real flex.
Let's Keep This Conversation Going!
I'd love to connect with you beyond this page and show you exactly how systems simplification can transform your business (and sanity levels!).
Where to find more of my systems magic:
📧 Join my newsletter for monthly simplicity tips and behind-the-scenes peeks at how I run my own streamlined business
📺 Check out my YouTube channel for tutorials and systems walkthroughs that'll make you say "I didn't know that was possible!"
🎙️ Listen to the podcast where I chat all things systems, automation, and creating a business that doesn't eat your life
📱 Follow me on Instagram for frequent doses of systems wisdom and the occasional glimpse of Guinness, the cocker spaniel
Ready for a real conversation about your business systems? Let's chat! Book a free 20-minute call and let's explore how we might work together.