Hi, I'm Eric Ferguson.
Designer on one hand. Systems architect on the other. I've spent the better part of two decades studying how businesses grow, and built PDA to make the digital side of that a lot less complicated.
Design on the surface. Architecture underneath.
The design makes a business worth choosing. The structure makes the website clear, maintainable, and ready to be found.
The Designer
Brand identity and websites built from the soul of the business.. not a template. The kind of work that makes a small business look like it punches above its weight.
- Brand & visual identity
- Websites & landing pages
- Search-ready page structure
- Messaging & positioning
The Website Architect
Sitemaps, metadata, redirects, schema, Search Console, and Care rhythms. The unglamorous plumbing that keeps a website useful after the first launch rush fades.
- Sitemap & page architecture
- Metadata, schema & redirects
- Search Console issue review
- Care plans & website health
An unusual hobby.
I've always had an unusual hobby.. talking about work. It drives my wife a little crazy. But I genuinely love this stuff: what makes a business special, why customers choose it, and the small changes that completely change its trajectory.
I started PDA after realizing most business owners weren't struggling because they lacked ambition or skill. They were struggling because the tools meant to help them had quietly multiplied into a mess.
"There are so many options for completing tasks that, paradoxically, completing tasks has become more difficult."
So the goal became simple: understand what the business actually is, then build the website and support rhythm that follow from that. Never the other way around. If you want the full story, it's on the about page.
Let's talk about your business.
Whichever hand you need.. or both. Quick conversation, real recommendation, response within three business days.