The EPR Philosophy

These seven principles guide my development strategy for every project.


“Perfection (in design) is achieved not when there is nothing more to add, but rather when there is nothing more to take away.” – Eric S. Raymond

People are visiting fewer website pages and are spending less time on websites. If content is unnecessary, it becomes a distraction. I strive for simplicity in my websites. I want people to be able to find the most important and relevant information as quickly as possible.


As my high school Spanish teacher used to say, “Time is money, honey.” The most common feedback I get from clients is that I am fast. Whether it’s a quick update or a full project launch, I work quickly. I am very responsive to requests and questions, often responding within the hour. Let’s launch quickly, measure effectively, and update early.

Open Source

I use open source software as much as possible. Simply put, this means that the software is not proprietary to one company. It also means that there are thousands, if not millions of developers around the world perfecting the software.


I’m not your web developer; I’m your partner. I’ll push back. I’ll disagree. If I’m the web developer only telling you what you need or if you’re the boss only telling me what you want, the final website will be incomplete. If we partner together, the final result will be magical.

Continual Education

I once attended a website development conference with thousands of attendees. The moderator asked for the hands of those who worked in big companies. Only a few of the thousands of people raised their hands. The remainder of the people were freelancers.

I guess the website developers who worked for the big companies were getting comfortable in their jobs. I can’t get comfortable. If I am not constantly learning new skills and strategies for website development, I will not get hired. I make it a point to continually be reading and listening to podcasts. In fact, here is my 2018 reading list.


Once upon a time, there was an architect who designed a university campus. In the main quad, she only put grass between the buildings. No sidewalks. People were indignant. They didn’t know where students and faculty would walk. The architect patiently waited three months until crumpled grass footpaths emerged. She then paved over these “user-generated” footpaths. Instead of placing sidewalks where she thought people would walk, she waited to find out where they actually did walk and then created the sidewalks.

Website measurement tools now exist where we can see how users are interacting with the website. I may think they’ll go one way when in reality they’ll go the other. It’s important to measure the site and make updates based upon evidence, upon how users are actually using the website instead of how we want them to use the website.


I take your privacy and security seriously. This applies to your website and your personal information. I take measures throughout the development process to secure all information and to provide consulting on how you can also maintain tight security.