WordPress built like something you'll depend on.
Not a template with your logo on it. A site engineered for the specific thing your business actually needs to do — booking, selling, tracking inventory, managing leads — with the plugin work to match.
Everything WordPress touches, engineered properly.
Five areas I work in most often — plugin work, themes, integrations, commerce, and the unglamorous maintenance that keeps it all running.
Custom plugin development
Most "custom" WordPress work is three plugins stacked on top of each other, hoping they don't conflict. I write plugins from the ground up when the job calls for it — clean, documented, built against WordPress's own hook system rather than around it. If your business runs on a process that doesn't exist as an off-the-shelf plugin — a booking rule, a stock sync, an approval flow — that's usually where I come in.
- API-driven data sync
- Custom post types & admin UI
- Webhook handling
- Scheduled & background jobs
- Update-proof, documented code
Theme development
Hand-coded PHP themes — block theme or classic, whichever the project calls for — built around your content model instead of forcing your content into someone else's template logic. No fifty unused theme options buried in a settings panel; just the templates the site actually needs.
Third-party & API integrations
CRMs, booking engines, payment processors, inventory systems. I've built plugins that keep WordPress in sync with external platforms in near real time — pagination quirks, webhook auth, and all the small details that make an integration reliable instead of flaky.
WooCommerce & eCommerce
Product catalogues that scale past the point where a default theme starts to choke. Checkout flows that don't lose people on the last step, and back-end product data that stays in sync with whatever's managing stock.
Performance, security & maintenance
A fast site slows down over time — plugin bloat, unoptimised queries, images nobody compressed. I audit and fix the actual cause, then keep it maintained, so you're not finding out about a vulnerability from a hacked homepage.
From brief to something that runs itself.
Four stages, every time — no phase skipped because the timeline got tight.
Discovery & audit
Walk through what the business actually needs the site to do, and what's currently getting in the way — server, plugins, data, all of it.
Architecture
Scope the build before writing a line of code: what's a plugin, what's a theme template, what talks to what.
Build & integrate
Write it, connect it to the systems it needs to sync with, and test it against real data, not a demo dataset.
Launch & maintain
Ship it, then keep it patched and fast — most client relationships outlast the original build by years.
A template with your logo isn't a strategy.
The difference doesn't show up on day one. It shows up eighteen months in, when one of these needs to change.
Off-the-shelf template
- A theme built for a generic use case, patched to fit yours
- Three plugins stacked to fake one feature, hoping they don't conflict
- Updates that break the site because nobody documented what changed
- Performance issues nobody can trace to a root cause
An engineered build
- Architecture scoped to what your business actually does
- One plugin, written for the job, hooked into WordPress properly
- Documented code a future developer — or you — can actually read
- Performance and security treated as part of the build, not an afterthought