Technology should make
business easier.
I help small businesses use technology to establish their presence, simplify everyday operations, and prepare for what comes next — through websites, custom software, automation, and cloud solutions.
Gema Hernandez Rice
Founder & Software Engineer
A software engineer who thinks beyond the code.
I founded GEM WEB LLC to help small businesses access practical, modern technology without the complexity that often comes with it.
My background is in computer science and full-stack software engineering, with experience developing applications that connect people, information, and everyday business processes.
Through my work with service-based businesses, I've seen how technology challenges change as a company grows. A new business may need its first professional website. An established contractor may need better visibility in local search. A growing field service company may need an entirely connected operational system.
Those challenges require different solutions, but they share the same goal: helping business owners spend less time fighting their tools and more time running their businesses.
That's the approach behind GEM WEB — understand the business first, then build technology that makes sense.
Make technology an advantage, not an obstacle.
To help small businesses operate confidently with reliable, simple, modern, and affordable digital tools designed around their real needs.
From customer-facing websites to the systems behind daily operations, every solution should have a clear purpose and provide lasting value.
Built on practical principles.
Good technology is about more than features. It's about creating solutions that people can understand, trust, and actually use.
Business First
Technology should solve a real problem. I start by understanding how your business works, what challenges you're facing, and what you want to accomplish.
Simple by Design
Powerful systems don't have to be complicated to use. I focus on clear, practical solutions that make daily work easier rather than adding unnecessary complexity.
Built for Reliability
A business depends on its digital tools. I prioritize thoughtful architecture, maintainable code, and dependable systems that support day-to-day operations.
Designed for Growth
Your business won't stay the same forever. I build with the future in mind so your website, workflows, and systems can evolve alongside your goals.
One partner. Connected solutions.
My work spans the customer-facing side of a business and the systems that keep everything running behind the scenes.
Web Development
Modern, responsive websites and web applications designed around usability, performance, and business goals.
SEO & Digital Visibility
Search-focused website structure, local SEO, content optimization, and analytics that help businesses improve discoverability.
Business Systems
Custom operational platforms that connect customer information, scheduling, reporting, and internal business workflows.
Automation & Integrations
Connected workflows that reduce repetitive tasks and help business tools communicate with one another.
Field Applications
Mobile-friendly tools that help field teams access schedules, manage work, and stay connected to office operations.
Cloud Architecture
Cloud-hosted applications, databases, and infrastructure designed to support reliability and changing business needs.
A straightforward process from idea to implementation.
Every project is different, but the process stays grounded in communication, thoughtful planning, and practical execution.
What you can expect
Clear communication without unnecessary technical jargon
Solutions tailored to the business rather than one-size-fits-all packages
Practical technology choices with long-term maintainability in mind
Transparent project scope and realistic expectations
A focus on business value, usability, and reliability
Listen & Understand
We begin with your business, not a technology stack. I learn about your goals, daily operations, existing tools, and the challenges holding you back.
Plan a Practical Solution
I recommend an approach that fits your needs, priorities, and budget. Not every problem requires a custom application or an expensive system.
Design, Build & Connect
I develop the solution with usability and maintainability in mind, integrating existing tools wherever that makes sense.
Launch & Evolve
After implementation, the goal is a solution you can confidently use and build upon as your business changes.
Rooted in the Pacific Northwest.
Based in Oregon, GEM WEB works with businesses that value practical solutions, dependable service, and long-term relationships.
Built for the businesses doing the work.
I especially enjoy working with service-based businesses, contractors, and growing companies that need technology to support real-world operations.
Whether you're establishing your first website, improving how customers find you, or connecting your office and field teams, the goal is the same: build tools that make your business more effective.
Explore Business ProjectsLet's make technology work for your business.
Have an idea, a challenge, or a business process that could work better? Let's talk about where you are and what you're trying to accomplish.
Start a Conversation