About Digital Potter
Twenty years of shaping the web, one business at a time.
Custom web and mobile applications shaped to your business — built by a small studio in Virginia, trusted by clients across the country, with no account managers between you and the person doing the work.
Meet the founder
Norman Pleitez — the potter behind Digital Potter.
The potter metaphor isn't branding fluff. A potter shapes each piece by hand for the person who'll use it — and that's how this studio works: the engineer who scopes your project on the first call is the engineer who designs it, builds it, and answers the phone after launch.
Our Story
From Plitz Corporation to Digital Potter LLC.
Digital Potter LLC started as Plitz Corporation in New York more than 20 years ago. We've been building custom web applications since before “single-page app” was a phrase, and one principle has held the whole time: every business has its own shape, and the digital tools they use should fit that shape — not bend the business around a template.
We're now a small studio based in Virginia, working with clients across the country. We work directly with you — no account managers, no offshore handoffs, no surprise subcontractors. The team is intentionally small so the engineer who scopes your project is the engineer who ships it.
Full-stack development, DevOps, and UI/UX design live under the same roof, which means decisions don't get lost between teams. When a tradeoff comes up between design intent and performance budget, we have it in one room.
The Platform Behind Every Site We Build
Why we built our own CMS instead of using someone else's.
Most agencies hand you a website and a phone number. When you need to change a paragraph, you wait. When you need a new product page, you pay for it. When the agency goes away — and they do — you're stuck with code you can't maintain.
We refused that model.
theDavid is the CMS we built for our own clients: a managed, multi-tenant headless CMS that lets your team edit content like a Google Doc, while we deliver the polish of a fully custom Next.js frontend. It powers every Digital Potter site — including the one you're reading right now.
- 01
Your frontend is yours.
When the engagement ends, you keep the code. Take it to another agency, hire your own developer, or migrate to a different headless CMS — the code is portable by design. No lock-in, no ransom for your own website.
- 02
Editorial autonomy without engineering bottlenecks.
Your marketing team, content owner, or operations lead can ship same-day without filing a ticket. We stay in the loop for the heavy lifts and stay out of the way for everything else.
Curious how it works under the hood? Learn more details about our CMS here →
“Outstanding professional service. Digital Potter LLC is kind and patient and delivers a beautiful website. Highly recommend.”
Why Choose Custom
Templates are cheaper. Custom is cheaper to live with.
Four reasons our clients choose a custom build — and stay with it.
- 01
Unique brand identity
Your design is yours alone. We don't pull patterns from a template marketplace — we map your brand, your audience, and your competitors and build a visual system you can grow into.
- 02
Perfect fit, every time
Every feature is built for your business, not retrofitted from a generic plugin. Need a Bluetooth-enabled retail kiosk? That's what we build — not 'the closest WordPress plugin we could find.'
- 03
Foundation that scales
Custom Next.js + a managed headless CMS scales from your first ten customers to your first million. No platform migration when you outgrow the starter tier — same code, bigger infrastructure.
- 04
Ongoing partnership
We don't disappear after launch. Most clients stay with us for years — content updates, performance reviews, security patches, the occasional new feature. The relationship is built into the model.
Our Core Values
Four principles that guide every project.
These aren't a poster on the wall. They're how we decide what to ship, what to delete, and what to push back on.
Precision craftsmanship
We treat code like physical craft. Names matter. Structure matters. The decision to delete a line matters as much as the decision to add one. Quality compounds.
Collaborative partnership
We work with you, not for you. Your team has context we don't and never will. Our process makes that context visible at every step instead of hiding behind expert-mystique.
Excellence standard
Good enough isn't. We measure ourselves against the best work we've ever shipped, not against the agency next door. Every project should raise that bar.
Passionate innovation
We adopt new tooling because it makes the work better, not because it's trendy. We were doing headless CMS before it had a name. Stay curious, stay sharp, stay shipping.
Come meet the person who'd actually build it.
A free 45-minute discovery call — no account managers, no sales script. Just your business, what it needs online, and an honest number.