A Subtle Web

is the studio of Elliot Toman. Elliot can translate your brand into an elegant, custom website that does exactly what you need it to, and nothing you don’t. Kingston, NY.

A Subtle Web specializes in the development of bespoke websites, with services oriented toward clients that have distinctive brands and unique requirements.

Shopify is the Web’s most popular hosted eCommerce service, known for its ease of use and low barrier to entry for new businesses. Setting up even the most simple online shopping platform, however, can be daunting for a business owner who already has a more-than full-time job. A Subtle Web can partner with you to bring your eCommerce goals to life with creative collaboration and proactive consultation. Together, we can:

  • Design and develop a bespoke storefront that perfectly reflects your brand.
  • Employ apps and customizations to facilitate specialized functionality.
  • Strategize and implement product import, shipping, and other details that tend to bog down an eCommerce project.

Shopify Case Study

FUEL4LIFE is a Hudson Valley-based company that provides nutritional coaching and catered meals. A Subtle Web partnered with Fuel4Life to create a custom Shopify site that embodies the company’s bold new brand and enables customers to make informed choices about meal purchases and coaching. Some of the services A Subtle Web provided include:

  • Design and development of a bespoke Shopify theme
  • Design and development of a custom system that links over 16,000 products into easy meal selections
  • Development of a custom app that allows F4L to print nutritional food labels from the Shopify admin
  • Customizations to dynamically update nutritional information as different product combinations are selected
  • App configurations and customizations to facilitate product subscriptions and shipping table rates
  • White-glove support and maintenance via phone and video conference

Are you interested in learning how Shopify might be made to meet the special needs of your own business? Call or email Elliot at A Subtle Web to discuss the possibilities!

WordPress is the web’s most popular content management system, combining nearly unlimited flexibility with a robust development community and a massive plugins library. Despite its reputation for ease of use, however, setting up a unique business website on WordPress is no small task. Business owners who attempt to build their own site often find themselves mired by hosting technicalities, bloated “jack of all trades” custom themes and buggy, advertisement-loaded plugins. There’s a better way. A small investment in professional development up-front can save you untold time and money later on.

In every phase of your website’s life, A Subtle Web can partner with you to create the best possible product. Some of our services include:

  • Consultation via phone or video meeting to discuss and strategize your project
  • 100% custom designs to perfectly reflect your brand
  • Custom WordPress theme development to facilitate the precise functionality your site needs, without the extra bloat of unnecessary, unwanted features
  • First-class support and maintenance to keep your site up-to-date and running smoothly

WordPress Case Study

White Rose is an eclectic online magazine dedicated to promoting artistic merit, Jewish ideals and the values of classical Liberalism. Its publishers approached A Subtle Web for the design and development of a custom website that could host the magazine in an interface that reflected its clean aesthetic vision. Services provided by A Subtle Web have included:

  • Design and development of a bespoke WordPress theme
  • A content management scheme that organizes hundreds of articles, authors and topics into topical bi-monthly issues
  • Implementation of a system for paid subscriptions
  • Design and publication of email newsletters
  • Design and production of PDF magazine editions
  • White-glove ongoing support, maintenance and content updates

Would you like to learn how WordPress can be used to help your own business fulfill its ultimate online potential? Call or email Elliot at A Subtle Web to discuss the possibilities!

Drawing from long experience in the worlds of graphic design and website development, Elliot is available for consultation in a broad range of related areas. Services can include:

  • Website audits, website development strategy and technology comparison
  • Visual strategy, website mockups and UX wireframes
  • Brand development, logo design and marketing materials
  • eCommerce design and development for BigCommerce, WooCommerce and Magento

Call or email Elliot today to discuss whether A Subtle Web’s services may be a good fit for your company’s goals!


Elliot Toman began building websites in the late 1990s. With a strong background in graphic design, his work is known for balancing a keen aesthetic eye with a practical understanding of how websites actually work. Elliot frequently collaborates with the marketing agency LTL.MTN.

Consultation Rate: $125/Hour

Nonprofit Rate: $100/Hour

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