Aaron Rolston, a black and white portrait

I build websites for people who’d rather be doing their own work.

I’ve been building websites for over a decade, designing spaces for my creative work to live online, and empowering clients to own a powerful online presence of their own.

I’ve been building websites for over a decade, designing spaces for my creative work to live online, and empowering clients to own a powerful online presence of their own.

An embroidered illustration of a person walking a path through a birch forest

Core principles

Core principles

Here's how I work with clients.

Everyone works differently (and that’s a good thing). Maybe you’ve never worked with a web developer before, or you’re an agency that’s contracted literally hundreds! In either case, building relationship takes transparency. Here’s a glimpse into what it’s like working with me.

Everyone works differently (and that’s a good thing). Maybe you’ve never worked with a web developer before, or you’re an agency that’s contracted literally hundreds! In either case, building relationship takes transparency. Here’s a glimpse into what it’s like working with me.

1. Avoid meetings

99% of meetings could simply be an email or Slack message. This frees up everyone’s time and leaves a written trail that’s easy to reference later. Talking face to face is for building relationships or solving problems in real time, not for status updates.

2. Come prepared

The more context you give me, the better the result. A finished design, a written list of what you want, and a clear picture of what a slam-dunk looks like will get you further than any amount of back and forth later. Same goes during revisions.

3. Quickly, quickly, quickly

I pride myself on working efficiently, delivering quality work that you probably think will take 3x as long. Having everything prepared beforehand is what makes that possible.

4. One point of contact

It’s impossible to build a great site with twelve people giving input. I require all clients to appoint one person (project manager or CEO, doesn’t matter who) to communicate with about requirements, updates, or revisions.

5. Less is more

Clarity is top priority for websites. You can count on me to intuitively combine, remove, or optimize things to have the clearest site possible. Occasionally that means trimming something you like to keep the site on course.

Updated

What I’m up to now…

Updated this site's design and service offering

Updated this site's design and service offering

Taking on new clients through the rest of 2026

Taking on new clients through the rest of 2026

Building Canopy to start offering SEO

Building Canopy to start offering SEO

Learning Japanese

Learning Japanese

Walking 10k steps per day

Walking 10k steps per day