Built by a designer. Powered by systems.

00The hub

Aaron Hill

Founder & Designer

I've been designing and building websites for more than 20 years, and I founded Primary Web Design in 2012, long before AI was part of the conversation. It started with clean, functional sites for small businesses. It has grown into something bigger: websites that work for two audiences at once.

I do all the work myself. No outsourcing, no templates, no hand-offs to junior devs you've never met. Hire Primary Web Design and you get me: the person who interviews you, designs your site, writes your schema and picks up the phone when something breaks.

The web is changing. AI agents are starting to browse, evaluate and recommend businesses on behalf of their users. Most websites aren't ready for that. I build the ones that are.

01The story

From pixel-pusher to systems builder.

Every era of the web demands something different. I've adapted at every turn.

1. 2012

   The beginning

   Custom websites for local businesses. No templates: every site built from scratch, every pixel intentional.

2. 2016

   The SEO era

   Search became everything. I learned to build sites that rank: clean code, fast loads, structured content Google can parse.

3. 2024

   The AI shift

   A new visitor arrived: the AI agent. I pivoted to schema-first design, building sites machines can read, trust and recommend.

02How I work

One person. Zero hand-offs. No surprises.

Big agencies pass you around. I don't. Here's what working with me actually looks like.

1. 01

   I listen first

   Every project starts with a conversation, not a template. I learn your business, your customers and what success actually means for you.

2. 02

   Everything is original

   No templates, no themes, no cookie-cutter layouts. Your site is designed from scratch for your business and your audience.

3. 03

   Schema from day one

   Structured data isn't bolted on at the end. It's in the architecture from the first wireframe, so machines can read you from launch.

4. 04

   Your voice, everywhere

   Your site, emails, forms and AI tools all sound like you. One clear, consistent tone at every touchpoint.

5. 05

   I don't disappear

   Launch isn't the finish line. I stick around for changes, support and the inevitable "can you also..." requests.

6. 06

   You pay for thinking

   I charge for the intellectual work: the research, the strategy, the schema architecture. Not for things a bot can do alone.

03What I stand for

Principles, not platitudes.

Every agency has a values page. These are standards I actually keep.

1. N1

   Communication first

   Great work starts with great communication. My response time and follow-up are second to none, because relationships run on trust.

2. N2

   Obsessive detail

   I tweak and refine until there's nothing left to add or take away. The difference between good and great lives in the details.

3. N3

   Genuinely invested

   Your success is my success. I'm there every step of the way, long after the finished product is delivered.

4. N4

   Solution-oriented

   Problems are puzzles, not roadblocks. I adjust, adapt and find the path forward, every single time.