Websites That Make Sense, From the Inside Out

(And the thinking behind them)

I help agencies and businesses turn approved designs into clear, user-friendly websites. My projects are built with thoughtful structure, scalable CMS setups, and seamless integrations.

I care about making websites and technology actually work, for both the people running them and the people using them. That usually means simplifying what’s not working, improving how things are organized, and making it easier for users to get what they need without frustration.

In my world, things should just work. Thoughtful builds should feel intuitive, perform well, and scale over time.

Aimee Pederson, owner of Pismo Dunes Web Services - smiling young woman with long blonde hair wearing a dark top against a blurred background.

How I got here

I’ve been interested in websites since internet access came on a CD in the mail.

stack of compact discs with rainbow reflections on a bright yellow background

close-up of a child’s hands typing on a computer keyboard with white and red keys

After discovering the original Space Jam website, I built my first site using scanned artwork, self-taught HTML, and manual image mapping. I kept building sites throughout college just for fun, and after graduation, I started my first corporate role at Cargill. I wasn't building sites but I was working with technology and data. I was responsible for the visibility of ocean container data: finding and fixing gaps, ensuring reliable data interchange, along with a crowd favorite - user administration and governance.

After a few years at Cargill, I landed a role at Fingerhut working on their ecommerce experience. There, I met some of my favorite people on earth – and BONUS – got to code, build, and bring web designs to life every day.

That’s also where I began diving deeper into user behavior and performance. In my career at Fingerhut, I built well over 500 A/B tests, learning how to tag, measure, and interpret results. It was one of the most practical, hands-on UX educations I could have asked for: equal parts curiosity, data, and experimentation.

Today, that experience allows me to often identify and improve user experience issues without needing formal A/B testing, especially for clients who don’t have the traffic to support it. (And when testing is possible, I still love a good 50/50 split — doesn't everyone?)

I have learned so much in my career, but I have always had a strong sense of integrity, service, and a knack for process improvement. There’s nothing worse than wasting time, energy, or resources on things that could be simpler or clearer: I love a chance to set that stuff right.

Who I work with

I work with agencies and businesses of all sizes who want help building, maintaining, or improving their websites and supporting technology.

I'm especially a good fit if:

You already have designs and need a thoughtful, reliable build
Your website “works,” but feels harder than it should to manage or evolve
You’re dealing with complexity, ambiguity, or constant change
You want someone who can quietly bring structure and clarity to the work

What I do

I offer a mix of hands-on execution and strategic support.

Website Development

From approved designs to polished, dependable builds. I specialize in Webflow and Squarespace, with experience in WordPress and flexibility based on your needs.

Website Maintenance & Support

Ongoing updates, responsive fixes, content changes, and technical clean-up to keep things running smoothly.

Integrations & Systems Support

Connecting tools, implementing features, and helping your systems work better together—for both your team and your users.

Conversion Rate Optimization (CRO)

With 10+ years and 500+ A/B tests behind me, I bring a data-informed approach to improving performance—focused on clarity, usability, and getting out of the customer’s way.

UX & Structure Consulting

Information architecture, CMS modeling, navigation, taxonomy, and workflow conventions—especially helpful when you’re shaping or refining a site’s foundation.

The problems I solve

I help businesses bring clarity to messy digital problems, whether that’s improving website performance, creating structure in ambiguous projects, or turning ideas into actionable plans.

My work focuses on identifying what’s not working, simplifying the path forward, and delivering solutions that are both strategic and practical. I’m especially effective in complex or fast-changing environments, where clear thinking, thoughtful process, and steady execution make the difference between spinning wheels and real progress.

I also have a knack for process improvement. I get through the chaos without much fanfare, AND behind the scenes, I’m organizing, simplifying, and making things work better. When it comes to information architecture, organization, and clean data, I’m basically a librarian whose heart grows three sizes when everything is consistent and easy to use.

Clients who are feeling overwhelmed, stuck, or quietly frustrated with how things are working usually find that we’re a great fit.

Experience & tools

I bring more than a decade of experience across ecommerce, UX, experimentation, and development. I work with agencies and businesses of all sizes who need help building, maintaining, or improving their websites and supporting technology.

I’m comfortable working across the full website lifecycle: from structure and CMS setup to integrations, analytics, testing, and ongoing improvements. I’ve worked with a wide range of tools and systems over the years, and I’m quick to adapt to what your team is already using.

Industry experience

Ecommerce
Real estate
Fintech & credit systems
Data-heavy environments requiring cleanup and structure

Platforms

Webflow
Squarespace
WordPress

What I value

At my core, I want to help people solve real problems and get meaningful results: ideally in a way that makes their day-to-day work easier.

Orange sun icon with rays extending outward on white background, symbolizing clarity.

Clarity over complexity

If something feels harder than it should, it probably is.

Orange icon showing three people in a connected circle symbolizing thoughtful user experience.

Empathy-driven experiences

Good websites come from understanding the people who use them, not just making things look good.

Icon showing human figures in a group formation, symbolizing inclusion and accessibility.

Accessibility from the start

Inclusive experiences shouldn’t be an afterthought or something we “try to fit in later.”

Icon of a red outline of a human head with a brain inside symbolizing strategic thought.

Thoughtful process

The right balance of structure and momentum leads to better outcomes. I’m intentional about where we slow down to make good decisions, and where we move quickly, launch, and refine over time.
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