Listen
Understand the business before designing for it.
The human behind the roots
Hi, I’m Hayley.
Founder, creative + professional tab collector.
I built Rooted around a pretty simple idea: small businesses deserve thoughtful design, good strategy, and digital tools that actually make running a business easier.
a real human, promise ↗
Why Rooted exists
Rooted started with more than websites.
Good design should do something good.
I’m the founder and creative designer behind Rooted Studio &co, a boutique web studio helping small businesses create beautiful websites that actually convert visitors into customers.
Rooted grew out of a mix of creativity, entrepreneurship, building businesses, and solving the little problems that pile up along the way. When you’re running a small business, the digital side can get overwhelming fast. You need more than something pretty — you need something you can actually use.
I believe local businesses deserve the same level of branding and digital presence as national brands—without the agency price tag.
That doesn’t mean selling you every service under the sun. It means listening, figuring out what you really need, and making something useful around that. Every project combines strategy, creativity, and modern design to build something your customers remember.
the messy middle matters ↗
I’m a business owner, too.
I’m not designing from the sidelines.
Inventory, customers, content, websites, e-commerce, events, branding, systems — and about a million tiny decisions in between. I know how much goes into running a business because I work through those same questions myself.
So when I’m building something for you, I’m not just asking, “Does it look good?” I’m asking, “Does this actually work for the person running the business?”
How I work
Creative brain. Strategy underneath.
Simplify
Turn overwhelming ideas and problems into something manageable.
Build
Create the brand, website, content or system around the actual goal.
Grow
Build something that can evolve instead of boxing the business in.
Off the clock (sort of)
A little more human.
Fueled by coffee + creativityProbably has 37 tabs openSmall-business obsessedDesign + tech brainBig believer in figuring it outIdeas → systems → actual things
Your business doesn’t need to look like everyone else’s.
It should feel like yours.
If you’ve got the business, the idea, or even just the “I know something needs to change” feeling, that’s enough to start.