Web Development & CRO
A developer who understandswhy the site exists.
Front and back end — HTML, Tailwind, JavaScript including TypeScript, React and Alpine, plus PHP and Laravel, Shopify and Statamic. Built by someone who then has to make the tracking, the ads and the SEO work on top of it, which changes how you build.
Shipped with the build
previewThe gap this usually closes.
Most web problems are really handover problems between people who do not speak the same language.
The developer and the marketer never talk
The site gets built to a design, launches, and then marketing discovers there is no tracking, no schema, no redirect map and every page has the same title tag. Fixing it afterwards costs more than doing it during.
Every small change is a two-week ticket
A landing page, a form field, a tracking script. Trivial work sitting in a queue behind a roadmap, so the marketing team stops asking and starts working around the site.
The site tests fast and feels slow
A green Lighthouse score on a laptop and a three-second wait on a phone on mobile data. Real-world performance is a different problem from the synthetic score, and it is the one costing you conversions.
Nobody wants to use the CMS
Content that should take five minutes needs a developer, so the site goes stale. Usually a build that treated the CMS as an afterthought rather than something a marketer has to live in every week.
What I build.
Shopify stores that are actually merchandised
Theme development and the practical conversion work around it — cart drawers, review widget integration, bundling, feed-friendly product data. Built with the paid and organic channels in mind, because I am usually the person running those too.
- Theme development and customisation, Liquid and Tailwind
- Cart drawer, upsell and review widget implementation
- Product data structured so the Merchant Center feed is clean at source
- Klaviyo flows, segmentation and lifecycle email integration
Store build checklist
previewYears writing production code
4+
Front and back end
Statamic and Laravel builds you can maintain
For content-led sites, Statamic on Laravel gives you a CMS people will actually use, without the plugin sprawl. I build the templates, the field structures and the components, and set it up so your team can publish without opening a ticket.
- Antlers templates, collections, taxonomies and Bard field sets
- Component libraries in Tailwind and Alpine, documented for reuse
- Content modelling designed around how your team actually works
- Laravel application logic and third-party integrations
Handover pack
previewConversion work implemented, not just recommended
Most CRO engagements end with a document. I can run the analysis in Hotjar, Clarity and GA4, decide what to change, and then go and change it — then measure whether it worked using tracking I set up myself.
- Session recording and heatmap analysis with Hotjar or Microsoft Clarity
- Funnel analysis in GA4 to find where people actually leave
- Changes built and shipped, not handed over as a slide
- Measured properly afterwards, including honest negative results
Where the checkout leaks
Years doing CRO
7
Alongside the analytics work
Everything that is on the table.
Builds, ongoing development retainers, and the awkward jobs nobody else wants.
- Shopify theme development and customisation
- Statamic and Laravel site builds
- WordPress maintenance and fixes
- Tailwind front-end development and design systems
- Alpine.js and React component development
- Landing page builds for paid campaigns
- Site speed and Core Web Vitals work
- Conversion rate optimisation analysis and implementation
- A/B test setup and analysis
- Accessibility fundamentals and keyboard navigation
- GA4 and GTM implementation as part of the build
- Schema markup and technical SEO at template level
- Site migrations and redirect implementation
- Third-party integrations and API work
- Zapier and business process automation
- Ongoing development retainers for small changes
I am not a design studio. I can produce clean, functional interfaces in Figma and build them well, but for brand identity work you want a designer — and I will happily work to theirs.
Development in service of marketing.
Four-plus years writing production code, used personally and professionally.
4+ yrs
Writing production front and back end code — HTML, Tailwind, TypeScript, React, Alpine, jQuery, PHP and Laravel
2,000+
Page site migrated including redirects and DNS, implemented as well as planned
7 yrs
Conversion rate optimisation using developer tools, Hotjar, Clarity and GA4
3 yrs
Business automation and workflow, including Microsoft Dynamics 365 and Zapier data flow into CRM systems
Client names withheld under agency and contract terms. Happy to talk specifics on a call.
How a build runs.
Scoped in phases so you are never signing off a number nobody can justify.
Scope
What the site needs to do, who maintains it, and what it must integrate with. Written up as a phased quote with a fixed price per phase.
Structure
Content modelling, URL structure, template planning and the measurement plan. The SEO and tracking decisions get made here, not after launch.
Build
Development in phases with a staging environment you can review as it goes, rather than a reveal at the end that is expensive to change.
Launch and support
Redirect implementation, analytics verification, post-launch monitoring, and an optional retainer for the ongoing small changes.
Whether I am the right developer for this.
I am one person with a specific strength. Here is where that helps and where it does not.
This is a good fit if
- You want a site built by someone who understands what it has to achieve commercially
- You are on Shopify, Statamic, Laravel or WordPress, or open to those
- You need marketing, tracking and SEO thinking baked into the build
- You want a maintainable site your team can update without a developer
- You have a backlog of small technical jobs nobody wants to own
Call someone else if
- You need a complex bespoke web application with a multi-person engineering team
- You want brand identity and visual design from scratch — hire a designer, I will build it
- You need 24/7 uptime support and formal incident response
- You want the cheapest possible build with no thought about what happens afterwards
- You need native mobile applications, which I do not do
Developmentquestions.
Something not covered? Ask me directly — you will get a straight answer, not a proposal.
What platforms do you work with?
Shopify for e-commerce, Statamic on Laravel for content-led sites, and WordPress for maintenance and fixes on existing builds. Front end is Tailwind with Alpine or React. I will recommend the platform that fits your team, not the one I feel like using.
How do you quote?
Fixed price per phase after a scoping conversation. You see the number before anything starts and you can stop after any phase. I do not do open-ended hourly billing on builds because it is a bad deal for whoever is paying.
Can you work with our designer?
Yes, and often the best outcome. Give me Figma files and I will build them properly. I can also produce clean functional design myself for smaller projects, but I am a developer who designs adequately rather than a designer.
Do you offer ongoing support?
Yes, as a monthly retainer for a set amount of development time. It suits businesses with a steady trickle of small jobs that never justify a project but never go away either.
Will the site be fast?
It will be built to be, and I measure real-world performance rather than only Lighthouse scores. But speed is a trade-off against features and third-party scripts. I will tell you what each addition costs so you are choosing rather than discovering.
Do you handle hosting?
I will set it up and recommend it, and manage deployment. I do not resell hosting, so the account is in your name and you are not tied to me for it.