Skip to content
Wrong Floor

Ground floor

Wrong Floor.A small studio for unexpected digital work.

We come up with, design and build websites, apps and tools. We work on our own products and help business owners make something new or improve something that already exists. From the first idea to the launch.

Talk about an ideaSee the work

The work

These projects began on the touchline, in the kitchen, on car journeys and in my work in PR. They started with things I needed or wanted to make easier. I came up with them, designed them and built them myself.

4,468

impressions a day in Google for Vervangwijzer, averaged over 23 September to 4 October 2026.

Source: Vervangwijzer's Google Search Console, web search, daily impressions 23 September to 4 October 2026.

The Vervangwijzer homepage in a browser

Vervangwijzer

Live

You're cooking and you're missing an ingredient. Vervangwijzer shows what you can use instead, how much you need and why the swap works.

More about this
Who it's for
Home cooks who run out of something halfway through a recipe.
What I made
The idea, the design, the website and the copy. I considered visibility in Google and AI search when designing and building the site.
What came of it
Between 23 September and 4 October 2026 the site averaged 4,468 impressions a day in Google. Its average daily position over those days was between 6.1 and 7.2. According to the Search Console report on AI features, 269 of the 285 pages with impressions also appeared in Google's AI features in the three months to 4 October 2026.

vervangwijzer.nl

Embargo Timer converting an embargo time into several time zones

Embargo Timer

Live

What time can the news go out in London, New York or Tokyo? Enter one embargo time and get the times back for different time zones, ready to paste into your email.

embargotimer.com

Tibo during a match: the pitch, playing time per player and the bench. Names are blurred.

Tibo

Showcase

Tibo helps youth football coaches with line-ups, substitutions and sharing playing time fairly. It started with my own team, where I wanted to see on the touchline who needed to come off and who had hardly played.

More about this
Who it's for
Youth football coaches.
What I made
The idea, the design and the build.
The De Achterbankclub home screen with games for the road

De Achterbankclub

Showcase

Games for long car journeys, based on what I play with my son in the car. Your child runs the game and everyone else joins in. The app also works without an internet connection.

The Launch Suite start screen: Sam asks what you want to work on

Wrong Floor Launch Suite

In development

The Launch Suite helps you work out, build and check a digital project. What should you make? Who for? How do you reach those people? And what still needs doing before it can go live?

  1. 000Anything to gain
  2. 0Measurement
  3. 1Design and build
  4. 2Scan for security, SEO, AI visibility and EU rules
  5. 3Performance
More about this
Who it's for
Business owners and teams who want to make or improve a website, app or tool.
What I made
The tools grow out of my own projects. This website was built with it.

Questions

What you can come to us with

  • I have an idea. What exactly should we make?

    What we do: We work out who it's for, what they need to be able to do with it and what belongs in the first version. We make that visible in a sketch or prototype.

  • We want to build a website, app or tool.

    What we do: We make a design you can look at and click through. Then we build a first version you can use and test.

    Example: Embargo Timer, a tool that is live

  • We've made something. How do we get people to use it?

    What we do: We find out who would get something out of it and how to reach them. For example through Google, a community, the media or a partnership. Then we plan the launch and help make it happen.

  • We see an opportunity in our business, but don't know where to start.

    What we do: We look at how things work now, where they get stuck and what an improvement could bring. Then we choose what is worth trying.

  • What should we be doing with AI?

    What we do: Show us which work takes a lot of time or keeps coming back. Using your own documents, questions or data, we try out where AI can help. That also shows you what you still need to check yourself.

  • How do I find out whether people want to use my idea?

    What we do: We choose a way to test it, for example with a prototype or a landing page. Beforehand we agree on what we want to learn. The outcome helps decide whether we keep building, change something or stop.

  • Our website hardly gets found. What can we improve?

    What we do: We look into why, and which searches matter for your business, in Google and in AI search. You get concrete changes, in order of priority, with an estimate of the work involved.

    Example: Vervangwijzer, an average of 4,468 impressions a day in Google, 23 September to 4 October 2026

What's behind it

  • Commercial insight
  • Creativity
  • UX
  • Development
  • Communities
  • PR
  • Partnerships
  • AI as a tool

How it works

Working together

Where we start depends on your question. Sometimes we look into an idea first, sometimes we improve something that is already there. Along the way we use the tools from our own Launch Suite.

  1. 000

    Anything to gain

    We look into the question and advise whether it makes sense to build, or to test something first.

  2. 0

    Measurement

    We record how things stand now and what we want to measure, so we can see later what has changed.

  3. 1

    Design and build

    A build brief, a design and the product itself.

  4. 2

    Scan for security, SEO, AI visibility and EU rules

    You see what is in order, what needs attention and what to tackle first.

  5. 3

    Performance

    We check how quickly your website loads on mobile and which improvements it needs.

More about the Launch Suite

What can AI do in your business?

That becomes clearer when we look at the work itself. How do you put a quote together? Where do you look things up? Which questions do you get again and again?

You know the business and its exceptions. I help work out how to use it and build it. We try it on your own material and see whether it saves time and whether the result is usable.

We start with an introductory conversation. Then we agree on what we look into or make.

Let's talk

Portrait of Raoul van Wijk

Who

Who's behind it

I'm Raoul van Wijk. I co-founded Vertigo 6 in 2015. After more than eleven years I left. I wanted to spend more time coming up with, designing and building things myself.

At Wrong Floor I work on my own products and on other people's ideas. It brings together my experience in design, development, marketing and PR. I help think through what we make, who it's for and how we reach those people.

More about me at raoulvanwijk.com

Contact

Talk about an idea

Send an idea, a question or a project you're stuck on. A few sentences is enough.

hello@wrongfloor.studio

What happens next

  1. I read your message and usually get back to you within 24 hours.
  2. We talk through your question and see whether I can help.
  3. Then you get a proposal for the first step, including the cost.