Considered means nothing is templated, and nothing is settled for. Too many people end up with a website they don’t actually love, because it was fast, cheap, or somebody else’s idea of “done.” That’s not how I build. Based in Pittsburgh, PA.
From custom websites to ongoing care plans and specialized digital tools. Here's the full range of ways to work together.
I love building things that are thoughtful and well-crafted, and helping the people around me do the same.
A short, honest guide. Useful whether you end up working with me or not.
No spam. Just the guide, once.
I'm currently taking on a small number of new projects. Whether it's a website, a care plan, or something more specialized, I'd love to hear about it.
A complete rebuild of a broken WordPress site for a dance studio in Sewickley, PA. The site covers classes, instructors, locations, and registration. The more interesting work happened behind it. I built eight custom Notion databases that run the studio's backend: students register through the site and land directly in a structured workspace where Anna Kate manages enrollment, class rosters, summer camp signups, and instructor assignments without opening a spreadsheet or calling me. Teachers have their own access to view student profiles with the information they need to know about each dancer before they walk in the door.
A multi-page practice site for a menopause and sexual health nurse practitioner: eight sections covering her story, services, pricing, and care philosophy, with online scheduling built in. This one grew past the site itself: I conceived and wrote a downloadable patient handbook as a lead magnet, built the signup spreadsheet and automated email delivery behind it, and I'm designing her signup confirmation email and a flyer with a QR code for an upcoming event, all tied back to the same brand.
Working with Astral was an exceptional experience. She was able to take my vision and translate it into a website that truly reflects my style, brand, and the vision I have for my practice. I am extremely pleased with the final result and would highly recommend Astral to anyone looking for someone who combines creativity, technical expertise, and a strong understanding of business.Nora Lersch, DNP · noralerschdnp.com
A private pregnancy site I built as a surprise gift for my brother Nate and his wife Laura, due April 2027. The site gives their family a single beautiful place to follow along: weekly updates with a bump photo timeline, a baby pool where family can guess the name, gender, delivery date, and birth weight, a guestbook, and a registry link that Laura switches on when she's ready. Behind the scenes: email and push notifications go out when Laura posts an update, every photo Laura uploads is compressed and served from Netlify Blobs, and the baby pool and guestbook feed into Notion databases. There's also a full admin panel so Laura can post, upload photos, manage the registry, and publish the birth announcement the moment it happens.
Brand site for a luxury tea, ritual, and wonder label, built around a custom pink, teal, and slate identity with a full product catalog across signature teas, an apothecary line, and candles, each with its own visual language.
This site. Built end to end: a custom black and teal brand system, a Fraunces and Spectral type pairing chosen after real comparison testing, and every layout and interaction decided on purpose instead of pulled from a template.
I'm always building, so check back for new case studies, or reach out if you'd like to be next.
Every project starts with a conversation, not a template.
Before any design work starts, I want to understand who the site is for, what it needs to do, and what "done well" looks like to you. Every project starts with a short questionnaire covering your goals, content, and style, so I'm not guessing.
You see real layouts and copy early, not abstract mood boards, so we can shape the direction together before it's built.
Clean, fast, maintainable code: no bloated page builders, just a site that loads quickly and is easy to update later.
Some projects stay a website. Others grow into something bigger while I'm building, the way Nora's did. This is what brand strategy looks like in practice: the pieces that make sure your site, your emails, and your print materials all say the same thing.
Conceiving and creating a downloadable resource, like a guide or handbook, that turns visitors into leads.
Signup forms, spreadsheets, and automated email delivery, so the site actually captures and follows up on interest.
Signup confirmations, nurture sequences, or announcement emails designed to match the site's brand.
Flyers, QR-code-linked handouts, and other print pieces that tie an in-person moment back to the site.
Every engagement starts the same way: with listening. Not to sell you a package, but to understand what you actually need. The result is a website, a system, or a plan that fits your business, not the other way around.
Every site I build starts with strategy, not a template. Who are you talking to? What do you want them to do? What does your business actually need a website to accomplish? The answers shape everything: the structure, the design, the copy, the features.
The result is a site that's fast, beautiful, and entirely yours. You get the files, not a platform dependency. Most clients are live in two to six weeks, depending on scope. Every project includes brand identity, so your site and your business feel like one coherent thing.
Your website is not a one-time project. It needs attention, updates, and someone watching out for it the same way you watch out for your business. That's what a care plan is.
We handle the maintenance, security, and small updates so you never have to think about it. If something breaks, we're already on it. If you need a quick change, send a message. Every month you get a report showing exactly what was done.
No tech headaches. No chasing someone down. Just a site that stays healthy and a partner who genuinely cares about keeping it that way.
Some things deserve more than a social post. A wedding, a new baby, a product launch, a community event, a pop-up, a gala. We build custom sites that make the moment real before it happens and memorable long after it does.
These sites move fast. Most are live in one to three weeks. Every one is designed from scratch, no templates, no shortcuts. Whether it's a password-protected family keepsake or a public-facing event landing page with RSVP, ticketing, and schedule, we build it to fit exactly what you need.
Spreadsheets break. Email chains get buried. Workarounds become permanent. We build simple, elegant internal tools that fit the way your business actually operates: client portals, custom databases, intake forms, dashboards, designed to be used, not figured out.
If your team is spending time on something that should be automated, or if information lives in too many places, that's a problem we can solve. We take the time to understand your workflow before we build anything, so what gets built works from day one.
Recruiting microsites, onboarding portals, internal knowledge bases, and HR consultant websites, built by someone who spent years working in HR. This one gets its own page.
Tell me what you need. I'll tell you how I can help.
Custom websites, portals, digital tools, and brand immersion, designed by someone who spent a career in HR. You don't have to explain your world to me. I already know it.
Before Eleven 11 Studio, I spent years working in HR across talent acquisition, performance management, and HR business partnering. That means I've written job descriptions that had to compete for talent. I've built onboarding programs and watched them either stick or fall apart. I've partnered with leadership to understand what a business actually needs, not just what it thinks it needs.
When you work with me, you're not paying to educate your web designer. You're working with someone who already speaks your language, understands your constraints, and knows what your stakeholders are going to ask before you do.
Every project starts with listening. What does your team actually use? What are they working around? What should be easier? Then we build it.
Branded career pages and role-specific landing pages that attract the right candidates and communicate your culture before the first interview.
A structured digital home for new hires, before and after day one. Policies, culture, team intros, and checklists in one place your people will actually open.
Clean, searchable documentation hubs for policies, processes, and procedures, built so employees can find what they need without asking every time.
For independent practitioners and boutique firms. A site that reflects your expertise, communicates your positioning, and converts the right clients.
Landing pages and campaign pages that support your talent attraction strategy and make your organization look as good as it actually is.
Structured forms for performance check-ins, accommodation requests, exit surveys, and other workflows that currently live in scattered email chains.
Most small businesses have a clear brand on the outside: the logo, the colors, the website. But when a new hire walks in on day one, that brand stays locked in the founder's head. They get a login and a Slack invite. They figure the rest out by watching.
Brand Immersion closes that gap. We document the things that are hard to put in a job description: how your business actually talks to clients, what you value, what good looks like in your specific context. Then we turn it into something a new employee can open, read, and actually use.
How your business sounds in writing and in person. Tone, language, what you never say. The thing every employee should read before they send their first client email.
The values, the ways of working, the unwritten rules that make your business yours. Written down so they transfer, not just assumed.
An adapted version of the brand discovery workbook, built for your team. Helps new hires understand where they fit and how they represent the business.
A complete first-week experience: branded guide, role expectations, culture context, and key resources in one place your new hire will actually open.
Every engagement is scoped to what your business actually needs. Some founders need a single brand voice document. Others need a full onboarding kit with a portal. We figure out the right scope together before anything is built.
This work is built for small business founders making their first hires and realizing their brand lives entirely in their head. For HR teams scaling faster than their tools. For people ops leaders with systems that were never designed for the work they're actually doing. For HR consultants who need a website that wins the right clients. If you've ever said "just ignore that part, we work around it," this was built for you.
I already know it. Let's build something that actually works for it.
Every project is scoped to what it actually needs: these are starting points, not rigid boxes. Your final quote depends on pages, integrations, and timeline, and we'll always talk it through before anything is final.
No page-builder templates. Every site is designed and coded from scratch around what you actually need.
No Squarespace subscription, no WordPress plugin fees, no platform lock-in. Custom-coded sites don't come with a monthly bill just to stay online.
You get the actual files, not a locked-in platform account, so you're never dependent on one company to keep your site alive. Need a change? Just reach out and I'll handle it.
A polished single-page site for a solo practice or personal brand, with the essentials: your story, your services, and one clear way to get in touch.
The scope most projects actually need: a full multi-page site with its own custom brand system. The Nora Lersch site (eight sections, one brand) and this portfolio are both built at this scope.
A full brand identity plus site, whether you're growing an existing business or starting one from scratch with just an idea. Tinkie Winks is a good example of this scope.
Most clients move to a care plan after their site goes live. Monthly maintenance, security updates, and content edits so your site stays healthy and you never have to think about it.
For smaller sites that just need someone watching. Quarterly check-ins and basic uptime monitoring, no fuss.
The baseline. Your site stays updated, monitored, and healthy with no effort on your part.
For active businesses that need more hands-on support and a real partner checking in regularly.
Your ongoing web partner. More hours, deeper support, and a monthly check-in to keep your digital presence moving forward.
A Site Review gets you a short, honest breakdown: what's working, what's actively hurting you, and what I'd prioritize first, starting at $250. If you move forward with a package within 30 days, that cost is credited toward it.
Positioning, voice, and visual system, no build attached. A good fit if you already have a site (or someone else building one) and just need the thinking behind it, starting at $1,500.
Client portals, dashboards, intake forms, and internal systems built around how your business actually operates. Starting at $2,500, scoped per project.
Recruiting microsites, onboarding portals, and internal knowledge bases. Built by someone who has sat in your seat, literally. Starting at $3,000, scoped per project.
Weddings, new babies, product launches, pop-ups, galas, community events. A custom site that makes the moment real. Events & Celebrations start at $1,200.
*These numbers cover a typical project like the ones above. Depending on what your business actually needs, things like premium email marketing tools, higher-traffic hosting, or specialized integrations can carry their own real costs beyond what's listed here. I'll always walk through the honest total before you commit to anything.
Tell me a bit about your project and I'll recommend the right scope, no pressure, no obligation.
A private pregnancy journey site built as a gift. Weekly updates, a bump photo timeline, a baby pool, a family guestbook, push notifications, and a full admin panel. Designed and launched in under two weeks.
Simple, one-page. A wedding landing page, a retirement celebration, an event countdown. RSVP, details, schedule.
Multi-section, update-ready. A pregnancy, a reunion, an ongoing story with a timeline, guestbook, or live feed.
Full PWA. Admin panel, push and email notifications, password protection, photo uploads. Built to live on someone's phone like an app.
Tell me what you're celebrating and I'll put together something that does it justice.
Before Eleven 11 Studio, I spent years in HR. Talent acquisition, performance management, HR business partnering across industries. I understand how organizations actually work, and I bring that knowledge to every digital project I take on.
I taught myself to design and build full websites, starting with a site for a family member's healthcare practice. What began as a favor turned into a genuine craft and a full studio. Today Eleven 11 Studio builds custom websites, ongoing care plans, internal tools, and HR digital solutions for businesses that want something built around them, not a template.
I care about the details: clean typography, a considered color system, copy that sounds like the person it's written for, and a site that actually works the way it's supposed to.
The studio's name comes from somewhere personal: 11:11 is a moment people notice when things feel aligned, like you're exactly where you're supposed to be. The butterfly in the mark carries the same idea. Both are about alignment, starting over, becoming new. Not patching what's broken, but dissolving it and building from scratch. That's the standard I hold every project to.
A few questions to make sure we start your project aligned and on purpose. Takes about 10 minutes, and "not sure yet" is a completely fine answer to anything.
Your answers are on their way to me. I'll review everything and follow up with a timeline soon.
You know what you want to make better. You may not know which service gets you there. Three quick questions will help us find your starting point.
Last updated August 2026. Short version: I collect only what you give me, I use it only to work with you, and I don't sell it to anyone.
Your name and email, plus whatever you share through the Contact form, the Project Questionnaire, or by downloading the free guide on the homepage. If you request a Site Review or start a project, that includes whatever project details you volunteer.
Only to respond to your inquiry, send you what you asked for, and keep track of active client projects. I don't use it for anything beyond that, and I don't build marketing profiles from it.
Form submissions are stored in a private Google Sheet and in Netlify's form dashboard. I don't sell, rent, or share your information with anyone outside of the tools that make this site work, listed below.
Google (Sheets and Apps Script) to log inquiries, and Netlify to host the site and process form submissions. Each has its own privacy practices, and I only share what's needed for the site to actually function.
This site doesn't use tracking cookies or sell data to advertisers. If that changes, this page will say so.
You can ask me to delete any information I have about you at any time, just email me.
Reach out any time at hello@eleven11llc.com.