I build and maintain WordPress websites and WooCommerce stores for businesses that need things done properly. Custom themes built to pixel-perfect specifications, WooCommerce stores engineered to handle real traffic, API integrations that connect your store to the rest of your business, and monthly maintenance that keeps everything running without you having to think about it. If you need a WordPress or WooCommerce specialist — not a generalist agency that does everything — this is the right place.
Who I Work With
I work with startups launching their first WooCommerce store, established businesses that have outgrown their current setup, and development agencies that need a reliable WordPress specialist for overflow or complex integration work. Most clients come through referrals — teams that tried the generalist approach and found they needed someone who works exclusively in the WordPress and WooCommerce stack.
I write code that follows WordPress coding standards, ships with documentation, and is built to hand over cleanly — whether you continue with me on a retainer or manage things in-house after the project closes.
Services
Custom WordPress Theme Development
If you have ever had a design agency produce something in Figma and then struggled to find a developer who can build it faithfully in WordPress without compromising the design or the performance, this is exactly what I do. I take Figma (or Adobe XD, Sketch, or detailed mockup files) and produce a completely custom WordPress theme — no page builder shortcuts, no bloated parent theme framework, no compromises.
Custom theme development covers:
- Figma to WordPress conversion — Component-by-component replication of the approved design, built in clean PHP/HTML/CSS/JS following WordPress template hierarchy standards
- Full Gutenberg block editor compatibility — All templates built to work correctly with the WordPress block editor so your content team can manage pages without touching code
- Custom block development — If your design requires layout elements or content patterns that do not exist in core Gutenberg blocks, I build them as registered custom blocks using the Block API
- Core Web Vitals optimisation — Themes are built with performance as a first principle — minimal render-blocking resources, properly sized images, deferred loading where appropriate, and clean CSS that does not import three frameworks to style a button
- Responsive and accessible — Every template is tested across device sizes and meets WCAG 2.1 AA accessibility standards
The result is a theme your team can maintain, your SEO agency can work with confidently, and your hosting environment can render quickly — without a page builder sitting between the design and the output.
WordPress Customisation & Bespoke Functionality
Not every project needs a theme built from scratch. Many businesses have an existing WordPress installation that is nearly right — but missing a specific capability, carrying functionality that should be removed, or held together by a patchwork of plugins that conflict with each other. This is where targeted WordPress customisation makes more sense than a full rebuild.
Common customisation projects include:
- Custom plugin development — A plugin built for exactly what you need, rather than a general-purpose plugin configured to approximate it. This eliminates the dead weight of features you will never use and removes the risk of a plugin author deprecating or changing functionality you depend on.
- Third-party API integrations — Connecting WordPress to external systems: CRMs, ERP platforms, inventory management, fulfilment services, payment providers, booking systems, or any service with a REST API. I build the integration, handle authentication, error handling, and retry logic, and document the data flow clearly.
- Custom post types and taxonomies — Structured content architectures for complex editorial sites, directories, property listings, job boards, or any use case where WordPress’s default Posts and Pages are not enough.
- Advanced custom fields and data structures — Extending the WordPress admin to give your editorial or operations team exactly the fields and interfaces they need, without requiring developer involvement for routine content updates.
- Performance remediation — Diagnosing and fixing slow WordPress sites: query optimisation, object cache configuration, server response time reduction, image pipeline fixes, and eliminating render-blocking resources that are dragging down Core Web Vitals scores.
- Plugin consolidation and cleanup — Replacing multiple overlapping plugins with a single lightweight custom solution, reducing conflict risk, improving load times, and removing code you cannot audit.
Custom WooCommerce & eCommerce Store Development
WooCommerce is capable of far more than most implementations demonstrate. Out of the box it handles the basics. With proper development it can power enterprise-scale ecommerce operations with complex pricing logic, multi-channel inventory, custom fulfilment workflows, and tightly integrated back-office systems. The distance between the two is custom development.
WooCommerce projects I take on regularly include:
- Custom WooCommerce themes — A shop that looks exactly like your brand, not like every other WooCommerce store running the same theme with different colours. Custom product page layouts, custom archive and category pages, and a checkout experience designed around your conversion goals rather than WooCommerce’s defaults.
- Custom checkout flows — Multi-step checkouts, one-page checkouts, B2B quote-request flows, or radically simplified checkouts for specific product types. WooCommerce’s checkout is fully extensible — whatever the standard flow does wrong for your customers, it can be rebuilt.
- Custom pricing and product logic — Tiered pricing, quantity-based discounts, user-role-based pricing, wholesale vs retail pricing, time-limited pricing that activates and deactivates automatically, and product bundles with flexible pricing rules. If your pricing model cannot be expressed with a standard WooCommerce product, it can be built as an extension.
- WooCommerce API integrations — Connecting your store to fulfilment warehouses, 3PL providers, shipping rate APIs, payment gateways, subscription billing platforms, marketplace feeds (Google Shopping, Amazon), or your internal ERP and accounting system.
- Subscription and recurring billing — Custom subscription products, variable billing cycles, trials, pause/resume functionality, and renewal workflows — either built on WooCommerce Subscriptions or developed as a bespoke solution if your requirements do not fit the standard plugin model.
- Multi-vendor and marketplace setups — If you are running a marketplace where multiple vendors list products, managing vendor payouts, and handling commission splits, this requires custom development beyond what standard WooCommerce provides. I have built multi-vendor architectures for B2B wholesale and direct-to-consumer marketplaces.
- Restaurant and food ordering stores — Delivery zone management, time slot scheduling, kitchen display systems, QR table ordering, and multi-location ordering — the specific WooCommerce extensions that food businesses need, built and configured correctly. (I also maintain FoodMaster, a dedicated food ordering plugin for WooCommerce.)
- Store performance optimisation — WooCommerce stores slow down in predictable ways as catalogue size and order volume grow. I diagnose and fix the specific bottlenecks: unoptimised product queries, missing database indexes, inefficient AJAX calls at checkout, and hosting configurations that are not suited to WooCommerce’s workload.
WordPress Maintenance Plans
Monthly retainer plans that cover core, theme, and plugin updates with compatibility testing on a staging environment before anything is pushed live; daily offsite backups with 30-day retention; uptime monitoring with alert response; and a monthly security scan and log review. You get a written summary each month covering what was updated, what was found, and any recommendations for the following period.
For WooCommerce stores specifically, maintenance includes compatibility verification after major WooCommerce releases — which can occasionally break custom functionality if extensions have not been updated to match. This is checked before the update is applied to your live store, not after.
WordPress SEO & Technical Audits
A technical SEO audit covering site architecture, crawlability, Core Web Vitals, structured data implementation, internal linking structure, indexation issues, and content performance. The output is a prioritised fix list — not a generic automated report padded to look comprehensive. I can deliver the audit and handover for your team to implement, or I can implement all recommended changes directly if you prefer a single point of responsibility.
Ready to Start?
Send me a brief outline of what you need — what you are trying to build, fix, or maintain — and I will come back within one business day with questions or a proposal. No commitment required to have that first conversation.
Frequently Asked Questions
What is the difference between a custom theme and a modified template?
A modified template (also called a child theme or a customised premium theme) starts from someone else’s code and applies overrides on top. This is fast and cheap, but you inherit the parent theme’s technical decisions — its CSS weight, its JavaScript dependencies, its template structure — and you are constrained by them. A custom theme is written specifically for your site with no starting framework. It is more work upfront but gives you full control over performance, design fidelity, and long-term maintainability. For marketing or editorial sites where the design and speed matter, a custom theme is almost always the better investment.
Can you convert my Figma design to WordPress?
Yes. I work directly from Figma files to build pixel-accurate custom WordPress themes. Before starting, I review the design to flag anything that may be technically complex or that would affect performance — so there are no surprises mid-build. The finished theme is block-editor compatible and fully documented so your content team can manage pages without developer involvement.
What is included in your WordPress maintenance service?
Monthly maintenance includes: core, theme, and plugin updates tested on staging before being applied to your live site; daily offsite backups with 30-day retention; uptime monitoring; a monthly security scan and log review; and a written summary report. Emergency support is included if something breaks outside the scheduled window. For WooCommerce stores, pre-update compatibility checks are included for major WooCommerce releases.
Can you build a WooCommerce store with custom pricing rules?
Yes. Custom pricing logic — tiered pricing, role-based pricing, bulk discounts, time-limited offers, B2B vs retail pricing, and product bundle pricing — is one of the most common WooCommerce customisation requests. If the pricing model you need cannot be expressed with standard WooCommerce products and coupons, it can be built as a custom extension. I will assess your specific requirements and recommend whether to extend an existing plugin or build from scratch.
Do you offer WooCommerce support after the project launches?
Yes. Post-launch support is available through a monthly maintenance retainer or hourly ad-hoc work. For WooCommerce stores, a retainer is worth considering specifically for the pre-update compatibility testing on major WooCommerce releases — applied without testing, these can occasionally break custom functionality.
Do you work with agencies or only direct clients?
Both. I work directly with business owners and marketing teams, and I take on white-label development work for agencies under NDA. For agency work I deliver to your timelines, communicate with your project manager, and do not interact with your end client unless you explicitly want me to.
What is your typical project timeline?
A straightforward WooCommerce store build typically takes three to six weeks. A custom theme from a Figma design is usually four to eight weeks depending on complexity and the number of revision rounds. A custom plugin or API integration ranges from two to eight weeks. I provide a specific timeline estimate after reviewing your requirements, and I send weekly progress updates throughout the project.