Digital development
Digital development here means building and rebuilding websites, e-commerce and integrations with load time, measurability and maintainability as the constraints. I work with statically generated sites in Astro, with WordPress and WooCommerce where editorial control matters most, and connect them to the business systems you already run rather than replacing them.
How the flow runs
The mapping
What exists, what gets traffic, what comes along.
The build
Statically generated, measured load time, code owned by you.
The integration
ERP, checkout and messaging wired in with queues and retries.
The launch
Redirects tested against production, sitemap submitted.
The measurement
Field data before and after, not a lab test.
Fast as the starting point
Performance is not something you optimise in at the end. A statically generated site shipping almost no JavaScript clears Core Web Vitals without remedial work. This site is built that way, and it renders its main content without executing a line of script.
Replatforming without losing traffic
On a rebuild, redirects and URL structure decide whether traffic survives. Old addresses are mapped to new ones before launch, structured data moves with them, and rankings are measured before and after rather than assumed.
Integration over replacement
Most companies do not need a new ERP. They need the existing one to talk to the site, the checkout and the automations. That is almost always a smaller and cheaper project than it first appears.
In this area
API integrations
Systems that talk to each other, with queues and retries instead of nightly file exports.
WordPress development and plugins
Custom plugins, block development and cleaning up installations that outgrew themselves.
E-commerce and WooCommerce
Stores that load fast, hold correct stock levels and have a checkout that does not lose customers.
Performance and Core Web Vitals
Load time measured on real visitors, not on a test tool with a perfect connection.
In this area
Core Web Vitals 101: what actually affects load time
The three metrics explained, what causes poor scores in practice, and why a caching plugin rarely helps.
Replatforming without losing traffic: a checklist
What actually decides whether traffic survives a rebuild, in the order the work should happen.
API integrations: six mistakes that cost money
The errors that make an integration work in testing and then create duplicates, lose orders, or need daily babysitting.
Other services
- AI automationRepetitive processes that run themselves, with an audit trail and a human still in the decision.
- AI in the productSearch, assistants and generated content built in where the customer already is.
- AI visibilityGetting cited when the answer is written by a language model instead of listed by a search engine.
