I mainly work on WordPress development, front-end builds, UX and CRO improvements, experimentation and custom functionality. If you have an existing site that needs improving rather than rebuilding from scratch, that’s absolutely fine too.
What I do
Development that solves more than the technical problem.
I help businesses build and improve websites through front-end development, WordPress and experimentation, with user experience, maintainability and commercial goals considered from the start.
Main Services
001
Improve How Your Website Converts
Finding and fixing friction in the customer journey.
If people are reaching your website but not taking the next step, I can help identify where the journey is getting in their way, build improvements and test whether those changes genuinely make a difference. This is conversion rate optimisation (CRO) in practical terms.
View serviceSpecialties
- A/B Testing
- CRO Development
- Experimentation
- QA
002
Front-end Development
Building polished experiences that work beautifully everywhere.
I build responsive, accessible front-end experiences with a focus on performance, usability and maintainable code, making sure everything feels considered across devices and browsers.
View serviceSpecialties
- Javascript
- Typescript
- React
- Responsive UI
003
WordPress Development
Flexible WordPress builds without unnecessary complexity.
I build custom WordPress experiences using structured content and reusable components, giving editors flexibility while keeping the front end consistent, maintainable and easy to manage.
View serviceSpecialties
- Custom themes
- ACF Blocks
- PHP
- Timber and twig
004
Technical Problem Solving
Finding practical solutions to complex technical challenges.
I help work through technical requirements, integrations and unusual development challenges, from assessing what is possible through to building and validating the final solution.
View serviceSpecialties
- Technical Scoping
- API Integration
- Debugging
- Feasibility
I do more than front-end development
Experimentation
CRO & A/B Testing
Strategy to delivery
Development
JavaScript & TypeScript
Modern Front End
WordPress
ACF and Timber
Bespoke Builds
Quality
Playwright
QA & optimisation
How I work
A straightforward process, without making everything a process.
01
Understand the problem
Before I build anything, I want to understand what you’re trying to achieve, what’s getting in the way and what already exists. It keeps the work focused and avoids solving the wrong problem beautifully.
02
Plan the right solution
I’ll turn that into a practical approach and keep it proportionate. If a small change solves it, I’m not going to invent a rebuild just to make the project look bigger.
03
Build and collaborate
I’ll get into the development, keep progress easy to follow and bring you in where feedback actually matters, rather than turning every decision into another meeting.
04
Test and refine
Before I call it done, I’ll test the important journeys, check the experience across devices and tidy up the details that separate ‘technically works’ from ‘actually feels finished’.
Frequently asked questions
A few of the practical things people usually want to know before we get into a project.
What kind of projects do you take on?
Can you work with an existing website?
Yes. A lot of useful development work starts with what is already there. That might mean improving a journey, building a new section, fixing technical debt, creating custom WordPress blocks or untangling something that has been annoying everyone for far too long.
Do you only work with WordPress?
WordPress is where I have the deepest experience, but the work around it often covers HTML, CSS, JavaScript, TypeScript, APIs, analytics, UX and conversion work too. I’m more interested in solving the problem properly than forcing everything into one tool.
Can you help with CRO and UX as well as development?
Yes. I like development work that has a reason behind it. That might mean improving a journey, reducing friction, making content easier to understand or building an experiment properly rather than changing something simply because it looks nicer.
Can you work with designers or existing teams?
Definitely. I’m comfortable working from finished designs, collaborating while a design is still evolving or joining an existing development, marketing or experimentation team where extra implementation support is needed.
Do you take on smaller jobs?
Yes, if the job is a good fit. Not everything needs to become a six-month rebuild. Sometimes the useful thing is fixing one awkward section, building one feature or solving a technical problem properly and getting out of the way.
What if I’m not sure what I need yet?
That’s fine. You do not need to arrive with a perfect technical brief. If you can explain the problem, what you want to achieve and what feels wrong today, I can help work out what actually needs building before anyone starts writing code.