Waseem Bashir
Founded Apexure in 2015 after years building trading systems at BNP Paribas and Trafigura. Still leads every systems review, reads the wireframes and sits in the client Slack channels. Writes most of what is on this site.
Conversion should be the first premise of web design
Before Apexure, Waseem worked in financial markets at BNP Paribas and Trafigura, where a number you cannot show the working for is not a number. In 2015 he saw businesses spending heavily on traffic and sending it to pages nobody had built to convert, and started Apexure as a landing page studio. The work grew into websites, tracking, CRM and follow-up: everything after the click.
He records videos on landing pages and conversion for the Apexure YouTube channel, speaks on CRO at industry events, and founded Fautons, the sister company that trains teams to use AI and built the system this agency runs on.
Workshops and talks
Digital marketing workshop
A session on prioritising the marketing work that moves brand visibility and engagement, for founders and small teams.
Virtual workshop
Cost-effective marketing tactics to grow and keep a user base, run for an online audience.
Compass 3.0
Facilitated Compass 3.0, an event on building a purposeful life, away from the day job.
Speaking on conversion optimisation tools at a Tech City on Sea event in Southend. The slide behind him is the testing stack of the time. The method has changed less than the tools.
Two to start with
Why use sub-domains for hosting landing pages?
A useful habit for paid campaigns: put the landing pages on a subdomain and keep the ad account's quality signals clean. August 2024.
Watch on YouTube
Tech, tradition, triumph
A podcast on the road from the valleys of Kashmir to trading floors in London and an agency of his own. April 2024.
Listen on YouTubeThe rest of the videos are on the Apexure YouTube channel.
From the people he has worked with
the Apexure team always delivers quickly, and thoroughly. Their work is of high quality. I highly recommend them!
the Apexure team did a fantastic job of taking my ideas and implementing them in a methodical way. The final result was visually attractive and a massive improvement on what had been used before.
They not only built a visually professional website but also helped us clarify our brand messaging.
The newest posts
Website redesign checklist: 40 checks before, during and after launch
A 40-point website redesign checklist from an agency that has rebuilt hundreds of business sites: what to record before you start, what to insist on during the build, and what to test in the first 30 days so the redesign does not cost you the leads you already had.
Website maintenance cost: what businesses pay and what they should get
What website maintenance costs in 2026, what the price actually covers, the four ways it is sold, and how to tell a good maintenance quote from one that will leave your site unpatched and your tracking broken.
Server-side tracking explained: what it fixes, what it does not, and what it costs
Server-side tracking moves your tags from the browser to a server you control. What it recovers, what it cannot fix, how the set-up runs and what Google Cloud and Stape charge in 2026.