Who We Are

We build things that hold up.

GardenWeb is a small, founder-led studio built on good judgment and follow-through.

Thoughtful strategy. Clean design. Clear words that do the job.

We ask better questions, cut what doesn’t serve the goal, and build work that still makes sense a year from now.

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Carla Heatherly, Founder

I started GardenWeb because I kept seeing the same problem: smart companies with real potential, buried under messaging that didn't do them justice.

I've spent more than 20 years in brand, content, and communications — at agencies, in-house, and now here. I've led teams, run campaigns, built content systems from scratch, and sat in enough strategy meetings to know which conversations actually move things forward and which ones just feel like they do. 

What I'm good at: seeing the full picture quickly, cutting what doesn't serve the goal, and telling you the truth when it matters. I'm not here to cheerlead a bad idea. I'm here to help you build a better one.

I work best with people who are ready to make decisions and tired of spinning their wheels. If that's you, we'll probably work well together.

Honesty, warmth, and a little humor are non-negotiable around here. Life's too short for joyless work.

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Collaborators

Elise Carlson Ross

When projects call for it, Carla collaborates with trusted partners, including Elise.

Elise supports content strategy and SEO and has worked closely with Carla for years — a relationship built on great music, shared standards, and a very low tolerance for sloppy work.

She brings over a decade of experience in content-driven SEO, team leadership, and project management, along with a sharp editorial eye, steady confidence, and humor that keeps the work human. Elise sees the strategy, shapes the voice, and makes sure the execution matches the intent.

Elise is especially good when things get complex — asking the right questions (lots of them), keeping things moving, and making sure what we put out actually works.

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Jason Holland

Another trusted partner is Jason, an experienced web developer with a background in management and client services. He’s the person who makes sure what we design actually works — cleanly, reliably, and without unnecessary complexity.

Jason brings a calm, thoughtful approach to technical decisions and builds sites that are easy to maintain long after launch. He's steady, trusted, and very good at what he does, which is why we keep him on standby. Plus he's funny, smart, and locally famous for being a killer dude with nice outfits.

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Built with intention. Maintained when it matters.

Find out more about what we do, then say hello. We're always open to good conversations.