Purpose-built plugins
Business rules live in tested, namespaced code rather than an unstable plugin chain.
Content platforms / WordPress
WordPress without the fragility.
Drag or use arrow keys to orbit
WordPress development
Custom themes and plugins engineered to stay fast, secure, and maintainable after launch.
What we build
Useful from
day one.
WordPressPHPRESTGutenberg
Editorial clarity
Blocks and fields reflect how the content team actually publishes.
Performance and upkeep
Caching, updates, backups, and monitoring are designed in from the start.
The route to production
Clear steps.
Visible progress.
Discover
We map the real workflow, risks, users, and success measure before choosing an implementation.
Build
Working software lands in visible increments, with the hardest assumptions tested first.
Prove
We validate against production-shaped data, failure paths, performance, and real use.
Ship
Deployment, monitoring, documentation, and a clean handover are part of the build.
Verified client reviews
In their words.
“I recommend him due to his thoroughness and quality.”
“Fantastic and easy to communicate with!”
Before you ask
Questions,
answered.
Why do WordPress plugins that pass acceptance break a week later?
Because the demo was one site, one theme and no other plugins. Production is a theme, a page builder, an object cache and a dozen plugins all registered against the same hooks, and that is where the bugs that cost money live. We had a plugin pass acceptance on a clean install and take a client's checkout down four days later, when WooCommerce shipped a minor version and a hook we depended on moved. A vendor who has only built against clean installs hands you something that reviews well and breaks on the first version bump.
What makes custom plugin code safe to run alongside everything else?
Namespacing and dependency scoping, mostly. A plugin declaring a generic function or class name in the global namespace throws a fatal the moment a second plugin declares the same symbol — no gradual degradation, just a white screen. We namespace the whole plugin, prefix every option, meta key and custom table with something nobody else will pick, and rewrite bundled vendor dependencies at build time so our copy of a library cannot be shadowed by another plugin's older one.
How do you keep hooks from breaking other plugins?
By setting priority on purpose and scoping the blast radius. Priority ten is the default, so every plugin piles up there and execution order collapses to load order nobody controls. We run late when we need the last word and early when we are seeding defaults, and keep expensive work off the hooks that fire on every request. A query filter without the guards that limit it to the main front-end query fires on every secondary loop, every widget and every admin list — we once traced months of wrong search results to exactly that.
Where does WordPress actually get slow?
Almost never the theme. Start with autoloaded options: every plugin that has ever touched the site writes settings that are selected and unserialised on every request, including admin-ajax and REST. We inherited a site carrying 20MB of them — dead licence keys, years of cached API responses, and a long-removed plugin storing an entire product feed in one row. Pruning it below 500KB took an afternoon and moved time to first byte from 1.4 seconds to under 600 milliseconds on cache misses, which no caching plugin can reach because the cost lands on exactly the requests that cannot be cached.
When should data go in a custom table instead of a post type?
Once it has more than a handful of queryable fields. Post meta is key-value with no composite index, so filtering on three custom fields becomes three self-joins across millions of rows and a temporary table on disk. A custom table with the columns you actually query, proper migrations and a thin repository class in front keeps the admin interface editors already know while letting the storage match the data. WooCommerce made the same call itself when order storage stopped scaling on the posts table.
How do you handle database migrations inside a plugin?
As something you own from the moment you write the first table. We store a schema version, gate each migration behind a version comparison so it runs exactly once and is idempotent, and push large backfills into batched background jobs rather than an inline schema change on activation that locks the table and times out on any site big enough to matter. Deactivation and deletion are treated as different events, with a real uninstall routine rather than orphaned tables.
What are the security basics you would not ship without?
A nonce and a capability check on every form handler, sanitisation in and escaping out, prepared statements for anything touching the database, and a real permission callback on every REST and admin-ajax endpoint. That last one is the reliable soft spot: a permission callback left permanently true during testing and then shipped means any unauthenticated request on the internet can call it. We escape at output even for rows we wrote ourselves, because a plugin that trusts its own table is the one that serves stored cross-site scripting later.
How should updates reach a live site?
Through a lockfile and a branch, not the dashboard. When core and plugins are declared in composer.json, production state is a file in git: an update arrives as a pull request whose diff names the versions, and a bad release is undone by pinning the old version and deploying — minutes, with no database restore that would also roll back every order taken since the snapshot. Dashboard-managed sites have no such record, because the only description of what is installed is the installation itself, which is the thing that just broke.
What else decides whether update day is boring?
Where uploads live and how scheduled work runs. Uploads offloaded to object storage make a staging rebuild a database dump and a config swap rather than a large file sync nobody volunteers for, which is why stale staging environments stop being trusted and every update ends up going straight to production. And WordPress fires scheduled tasks on page loads by default, so a nightly import runs whenever a visitor happens to arrive, twice if two arrive at once, and never on a quiet night. We disable that and point system cron at it.
Will the content model survive a redesign?
That depends on where the structure is stored. A site built entirely from flexible content fields keeps its page structure as serialised field keys in post meta, legible only to a plugin plus the current theme's render loop. Native blocks defined in code and rendered server-side cost more up front and far less at redesign, because the content sits in the post body as parseable markup and survives the theme. Our split is blocks for anything an editor arranges visually, and structured fields on a fixed template for everything else.
From the journal
Further reading.
Start with a paragraph, a Figma, or a Loom.
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