Tony Clayton Bookmakers
Independent Norwich bookmaker offering in-store and telephone betting on horse racing, football, greyhounds and other sports.
What they needed.
Tony Clayton Bookmakers is an independent bookmaker in Norwich — an increasingly rare thing in a market owned by chains and apps. Two separate pieces of work sit behind one client: a marketing site to bring customers in, and a customer portal built to meet GAMSTOP compliance — the UK’s statutory self-exclusion scheme for gambling. That is not an account system bolted on for convenience; it is custom development built to satisfy a regulatory obligation, which independent bookmakers cannot get from an off-the-shelf platform.
Our approach.
The public marketing site on tonyclayton.co.uk, and separately a bespoke shop-keeper system and a customer portal for GAMSTOP compliance, run on its own hosted platform (portal.tonyclayton.co.uk). That split is deliberate: the marketing site sells, the portal satisfies a legal obligation neither WordPress nor a template can do out of the box. The results show the niche is winnable on the marketing side: eleventh for “telephone betting uk” and eighth for “independent bookmakers uk” — national terms, in a market of chains, from one shop in Norwich.
What changed.
Real outcomes for a real business.
Measured in Google Search Console, 12 months to 15 July 2026.
The work, piece by piece.
Web Design
Bespoke, mobile-first page design — layout, type and imagery built around the brand and the actions that matter, not squeezed into a template.
Other projects.
A few more we are proud of.
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