Results

You can't see every project. You can judge exactly how I think.

Client work goes up here only with permission, so what's shown will always be less than what's true. That's fine — this page isn't proof of volume. It's proof of judgment. Here's how I actually make decisions.

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Four decisions I make on every project.

Not a portfolio. A look at the reasoning underneath one.

Eric Davis working through a project at his desk — The reasoning happens on paper first.

What gets fixed first

Not everything imperfect is costing you customers.

There's always more that could be improved than time allows. I start with what's actually losing you business today — a confusing homepage, a broken contact form, a page that takes eight seconds to load — before I touch anything that's merely imperfect. Polish comes after the bleeding stops.

When simple beats impressive

A hand-built animation only earns its place if it helps someone understand something faster.

Otherwise it's decoration slowing down your page load. I've talked clients out of effects they were excited about because the honest answer was that it would cost them speed and clarity for very little in return. The best decision is sometimes the invisible one.

What “done” actually means

I don't call a site finished because it looks good. I call it finished when a stranger gets it in five seconds.

Looking good is necessary, not sufficient. Before anything ships, I ask one question: could someone who's never heard of this business land on the homepage and know what it does, who it's for, and what to do next — in five seconds? If not, it's not done, no matter how polished it looks.

When the honest answer costs me the sale

Sometimes what a business needs isn't a redesign. It's three things fixed.

I'll say that on a call even when a full rebuild would pay more — because a site that actually gets fixed serves both of us better than one that got oversold.

Proof you can check right now

Judgment is the hard part to fake. Here's the rest, in the open.

A portfolio can be borrowed or padded. These can't — every one is verifiable today, before you sign anything.

The credentials

Nearly a decade in enterprise digital systems and an M.S. in Business Analytics (CSUN) — a real background, not a logo wall. More about me →

The process

A documented, step-by-step way of working you can read before we ever talk — no black box. How I work →

The real product

The project workspace every client gets is previewed right on this site — see how organized the work stays before you sign anything. See how it works →

The guarantees

You approve every decision. Every audit fee is credited toward a project. I reply personally within one business day. Cancel a Growth Partnership anytime.

How I talk about results

Three kinds of proof — and I never blur the line.

Plenty of agencies turn a nicer-looking website into a “300% revenue increase.” I don't. When I share a result, I tell you which kind it is, so you always know what's measured and what's judgment.

Measured

Numbers, with a source.

Things a tool can verify — Lighthouse and Core Web Vitals scores, load time, accessibility defects fixed, a page count cut. Shared with the time period and where the number came from, and only when it's real.

Observable

Real, without a number.

Improvements you can see even when they don't reduce to a stat — clearer navigation, a better experience on a phone, a more professional look, simpler content, easier updates. I say so plainly rather than inventing a percentage.

Process

How the work felt.

Clear milestones, organized feedback, and your files, approvals, and reports in one project workspace — with support that continues after launch, so you always know what happens next. See how it works →

What you'll never see on this page: invented revenue, traffic, rankings, customer counts, or star ratings. If I can't back it, I don't say it.

How every result gets told

When a client says yes to being featured, here's the shape it takes.

No vanity metrics, no cherry-picked screenshots. Every case study here will follow the same honest structure — so you can trust the ones on this page as much as the reasoning above.

The situation. Where the business actually stood, in plain language — not a strawman.
What I fixed first. The one or two things that were quietly costing the most — and why those, before anything cosmetic.
The honest call. The judgment moment — including any time the cheaper or smaller option was the right one.
What changed. The outcome in the client's own terms — stated only as far as it's true and permissioned.

Real, named case studies publish here only with a client's written permission — so this page grows slowly and honestly. That restraint is the whole point.

Hettie Orange Designs · Design, publishing & web · Atlanta, GA

Her name was misspelled in her own browser tab.

The situation: Hettie had two decades of design, publishing, and print work behind her — magazines, newsletters, books, and annual reports for churches, nonprofits, and authors — and a website that showed almost none of it. The browser tab read “Home page | Hetti Orange”: the content system's default title, with her name misspelled. The menu still listed the template's demo pages. One of the featured blocks on her own homepage described an outdoor space with “vivid colors and abstract patterns” — filler that shipped with the theme and never got taken out. None of that was her doing. She'd been sold a heavy content system and left to finish configuring it herself.

What I fixed first: the things quietly costing her the most. A title that spells her name correctly. Pages that describe her work instead of a theme demo's. Then the spine — home, services, work, plans, about, contact — each answering a question a prospective client actually asks. Print and web sit side by side, because that combination is what makes her unusual. And the voice changed from “We are your creative force” to “I'm Hettie Orange,” because the second one is true and the first one is what a template told her to say.

The honest call: she didn't need another content system. A one-person studio shouldn't be patching a CMS to keep a six-page site online, so I rebuilt it as plain HTML and CSS — nothing to update, nothing to break, nothing to log into. The portfolio page was built to start small and grow rather than padded to look busy on day one, and the monthly care plans got a page of their own, because an ongoing relationship is worth explaining properly instead of burying in a footer.

Status: build complete, awaiting domain connection. Screenshots below are the finished pages. Featured with Hettie's permission.

The Home page of the Hettie Orange Designs website — the hero, the three service lanes, and the first call to action. — Home

The Services page of the Hettie Orange Designs website — each service explained in the client's language, not the industry's. — Services

The Our Work page of the Hettie Orange Designs website — the portfolio, built to grow as projects are approved for release. — Our Work

The Monthly Plans page of the Hettie Orange Designs website — the ongoing care plans, priced and explained in plain terms. — Monthly Plans

The About page of the Hettie Orange Designs website — the twenty-year story that earns the trust the rest of the site asks for. — About

Notice something? One project, not a grid of forty.

A grid of thumbnails is easy to fill with placeholder work, stock photography, or old projects that don't reflect how I work now. It's also the fastest way to imply more volume than is true. I'd rather show you a few decisions I stand behind than forty screenshots that don't tell you anything about how I think. Client work appears here one project at a time, with permission, as it becomes real. That's why there's one above and not forty.

Let's talk

Want this kind of thinking on your business?

I only take a few clients at a time. If the fit is right, let's talk about what your business actually needs.

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