We develop a new approach for online network design and obtain improved competitive ratios for several problems. Our approach gives natural deterministic algorithms and simple analyses. At the heart of our work is a novel application of embeddings into hierarchically well-separated trees (HSTs) to the analysis of online network design algorithms --- we charge the cost of the algorithm to the cost of the optimal solution on any HST embedding of the terminals. This analysis technique is widely applicable to many problems and gives a unified framework for online network design. In a sense, our work brings together two of the main approaches to online network design. The first uses greedy-like algorithms and analyzes them using dual-fitting. The second uses tree embeddings and results in randomized $O(\log n)$-competitive algorithms, where $n$ is the total number of vertices in the graph. Our approach uses deterministic greedy-like algorithms but analyzes them via HST embeddings of the terminals. Our proofs are simpler as we do not need to carefully construct dual solutions and we get $O(\log k)$ competitive ratios, where $k$ is the number of terminals. In this paper, we apply our approach to obtain deterministic $O(\log k)$-competitive online algorithms for the following problems. - Steiner network with edge duplication. Previously, only a randomized $O(\log n)$-competitive algorithm was known. - Rent-or-buy. Previously, only deterministic $O(\log^2 k)$-competitive and randomized $O(\log k)$-competitive algorithms by Awerbuch, Azar and Bartal (2004) were known. - Connected facility location. Previously, only a randomized $O(\log^2 k)$-competitive algorithm by San Felice, Williamson and Lee (2014) was known. - Prize-collecting Steiner forest. We match the competitive ratio first achieved by Qian and Williamson (2011) and give a simpler analysis.