Lonely Viking

Let’s just put it out there. There are tens of thousands of freelancers and agencies who do what we do. You can get any one of them to build you a website, plan a digital marketing strategy or design a logo for you. You’ll get a product or service at the end of the day, but what you won’t get is the Lonely Viking team invested in the success of your business.

You see, we know that we produce stellar work and provide exceptional support and service. And that does set us apart somewhat, but does that really makes us different? Anyone can tell you what they do. ‘What’ is easy. Why we do what we do and who we do it for is where the real magic lies. Are we a good match? That’s the best question and you should find your answer further down this page.

Are We RightFor Each Other?

We don’t work with just anyone. That’s because we find great joy in what we do so we seek out clients who we know we will love working with and who we are pretty sure will love working with us. Relationships are very important to us so we try to make sure we work with people who are awesome.


we believe in building relationships

We don’t just build a website for you. We build a relationships with you. Getting to know you and letting you get to know us is a big part of how we work at Lonely Viking. We genuinely want to see your business grow and succeed. A huge part of making that happen is in knowing who you are and what your dreams and goals are. We invest our time and our knowledge, not only into your business but into you.

we believe in being team players

There is a lot that goes into making your business work. We know. But business is a team sport. Sure, sometimes one player scores the goal but he could never do it without the rest of his team. That’s why we believe in being team players and that goals, not stars, are the most important thing. When your business goals are achieved we are stoked to be part of the team who made that happen. 

we believe in your success

There are a lot of people building websites and any number of them can build one for you. But do they care what happens to your business after your site is live? We love building beautiful websites but we love helping build successful businesses a lot more! Seeing our clients’ businesses thrive and knowing that we play a part in that gives us a huge feeling of satisfaction. And let’s be honest, it’s good for our business too. 

we believe in Results and Return On Investment

A massive amount of websites serve as online business cards. They exist just so that a business has something to show online. The problem is that the only people who ever see them are people are are told to go and have a look. We believe that websites should contribute to a business’ bottom line – and not negatively! We know that a website can drive leads and sales and we love to make them do just that. They’re an investment and should see a return.

we believe in Problem solving

What feels better than solving a really difficult problem? Ok, a lot of thing I suppose, but solving problems comes with some serious satisfaction. We believe that problems exist to be solved and we are pretty tenacious about solving them. That means that we find ways to make things work. We find ways to do things that are difficult to do and we almost never give up until the problem is solved.

we believe in sharing knowledge

Knowing stuff is cool, but holding onto knowledge isn’t. We are active in a lot of technical support groups and forums for web designers, digital marketers and agency owners because we think sharing knowledge is an important part of growth and of giving back. We also think helping our potential competitors makes our whole industry better so we do it. We also have a YouTube channel where we share what we know.

we believe in making difficult things easy

We believe in explaining things in a way that everyone can understand and helping our clients make informed decisions without having to learn the lingo. You won’t hear us talking about multi-dimensional arrays or API calls. We want our clients to know what’s happening without having to learn a new language.

we believe in balance

We love our families and we love our free time. If you are looking for someone you can call at midnight on a Sunday for work related things then we aren’t for you. We surf and play music and actually have lives outside of work. We work hard when we work and we have systems in place to keep everything running smoothly, but we don’t work 24/7.

we believe in laughing

If you like a good laugh then you’re in good company. Business is serious stuff but life needs laughter. We like to enjoy the serious work we do and part of that is seeing the funny side of things and laughing a lot. If you work with us you need to know that we have senses of humour and we like to laugh. 

Sound like we're a match?

The Lonely Viking Team


Shane loves surfing and the ocean and is a stoked husband and father. He has a great sense of humour and when he’s around you’re bound to see people laughing. 

Shane has over 15 years experience in graphic and web design and loves clever design that solves problems. Shane is insatiably curious and has an intense drive to solve problems. This makes him very good at coming up with creative and effective solutions for design, marketing and business growth.


Martin plays guitar in a metal band and is an avid gamer and great husband.

Martin is a full-stack developer who has years of experience working as a senior developer at a major bank. Martin is exceptionally skilled at developing and implementing processes and seeing how systems and apps can be created an implemented to work together. These skills make him awesome at designing automation processes that increase productivity and profits. Martin is also really great at managing, understanding and explaining analytical data.



Aziz is an avid cricket fan and loves to relax while watching the gentleman’s game with his friends and family.

Aziz is a WordPress specialist and has years of experience working with the platform and the various programming languages that it makes use of. He is also experienced with server management, web hosting and providing support. Aziz loves working on WordPress websites and being involved in working on a maintaining clients’ websites.



Anastasia’s two main passions in life are design and travel. If she is not in front of her laptop with a pencil in her hand then she is swimming with turtles somewhere in Mexico or climbing Mt. Fuji.

Anastasia is a graphic designer with more than 4 years of experience. Her main fields of expertise are UI design, web design and branding. She also has skills in 3d visualizations, animation and illustration. She loves what she does and that really shines through in the designs that she produces.

The Lonely Viking Story

I am Shane Rielly. I started Lonely Viking on my own some years ago. Let me tell you about Lonely Viking.

To get the whole story we need to go back a little bit.

Straight after leaving school I started a surf culture clothing brand and clothing manufacturing business. I did that for about 8 years before getting married. Once I got married my wife, Lindsay, worked in the business with me and together we also started a graphic design and video production business.

That is when I started building websites. We had a client who we were designing a logo for and he asked if we could build a website for him. I told him we could and then immediately ordered some books from Amazon and began spending my nights learning HTML, CSS and PHP. I built a site for that client and knocked it out the park. He was stoked with the site and so began my journey as a web designer and developer.

After a few years of running those businesses together Lindsay and I decided that we wanted to travel so we moved to London. While we lived there I worked as a web designer at a company called Chillisauce and maintained some of my favourite clients as a freelancer. We lived in London for a couple of years, travelled a little and saved a bunch of money and then decided it was time to settle down and make some babies.

We decided to blow all of our savings on an epic holiday around the world and to see if there was anywhere we wanted to live. We travelled to several countries over the span of six months before deciding to set up camp in South Africa and start our family.

Back in South Africa, and after working a ‘normal job’ in London, I decided I wanted to freelance again. I picked up more work doing logos, book designs, and websites as a freelancer and began to grow my business again. It was time to set up a real business and do some brand building.

I needed a name.

I had been trying, for weeks, to think of a name for my business and I was failing badly. I had all the usual suspects flying around my brain. All the thoughts of names incorporating ‘studio’ or ‘creative’ were annoying me to the point where I decided I wanted a name that broke the rules, was unusual, and memorable. Nothing came. Until one day I was driving in the car thinking about how I was building this business all alone. So the word ‘lonely’ started flowing around my mind. My mind jumps around like crazy so my next thought was about how my friend Jon Reid had taken incredible photos of Iceland and how much that made me want to go there. That led me to think about how I have some Scandinavian blood in me and that made me think “hey, imagine I was a Viking”. And then it hit me “Lonely Viking“. It was perfect.

It broke the rules of how a name should tell people what your business does, it sounded so damn cool, and it was definitely memorable. I knew it would make people want to know more. And I was right. I get asked about the name and where it comes from all the time! So now my shortened version of the story is “I am of Scandinavian descent and I started the business alone so Lonely Viking just made sense”.

As soon as I got home I told my wife I had finally thought of a great name. She agreed and I immediately got started on designing a logo. And that is the most fun I have ever had designing one. I still love the logo years later!

After a few years of running Lonely Viking I started to get very frustrated with the business model and the service I was providing. I did great work and built great looking websites for my clients, but I became increasingly dissatisfied with the fact that most of the sites I built didn’t get much traffic and that my clients were, more often than not, not seeing any returns on the money they had spent to have a website designed and built. This is when I started asking myself questions about how I could bring more value to my clients and how I could help them to use their websites to get more leads and more business. The thought of a website being nothing more than an online business card killed me and it still does today. I wanted my clients to make back the money they spent getting a damn good-looking website from me and, even more than that, to keep making money from it.

I started to refine my processes, further develop existing skills and learn new ones. I started to add to my knowledge of SEO and digital marketing by taking courses and devouring content online. I joined think-tanks and mastermind groups for agency owners and developed friendships with people from all over the world. Interacting with these new groups and people started to really change my mindset even more and open up mind to new possibilities. That was when I fast began to realise that this thing was going to be much bigger than just me.

I have always had a lot of ideas. Some genuinely great ones and, admittedly, some terrible ones. Coming up with creative ideas and solving difficult problems in creative ways has never been a difficult thing for me. I am an intense problem solver and I think about problems unrelentingly until the solutions come to me. It’s a great skill to have and I love it but where I have to admit that I have not been so great is in the staying on track and seeing it through bit. I get bored very easily once a problem is solved and move very quickly onto the next one. Don’t get me wrong, I got all my client work done well and on time, but it was a struggle at times.

I met Martin just short of four years ago. At the time he worked for a major African bank as a senior developer in their mobile banking app division and built websites for his own clients as a freelancer. We developed a friendship and started sharing business ideas and discussing strategy and processes a lot. Over the years we have learned a lot from each other and realised that we have very complimentary skillsets and characteristics.

Martin is a full-stack developer with amazing coding skills. He is also amazing at process design and implementation. Most importantly, he gets things done. We got talking about the vision of Lonely Viking and how together we could do some incredible work so we worked on a few projects together.

Martin and I decided to merge our two businesses. Because Lonely Viking had some traction as a brand and, frankly, because it’s a damn cool name we made the decision to work together under the Lonely Viking brand.

So here we are today. We are building a small, dedicated team and we are crazy excited for the future. We’re so pumped we’re building websites for our clients that we know they can see a return on and that they can use to grow their businesses. We also have some awesome new things we are developing and some exciting ideas for the future which is looking pretty bright.

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