Custom development, scoped and delivered

The usual split causes real damage. The dev team builds a fast single-page app with one URL, and there's nothing for Google to index. The SEO agency asks for thirty landing pages, and the dev team quotes six weeks because the templating wasn't built for it. Both are right. Neither owns the outcome.

When one person does both, the architecture decisions get made with search in mind from day one — URL structure, rendering strategy, internal linking, page templates you can actually extend. And when a keyword opportunity shows up eight months later, shipping the page takes an afternoon instead of a sprint.

I've done this on my own products, which is the honest reason I can claim it. GhostChat, Gmailytics, and KaspaWoo were built, launched, and grown by one person — product and organic growth both.

30+ custom Gutenberg blocks — and a generator to make more

At One Digital I built more than thirty React-based Gutenberg blocks for enterprise clients including Dimri, Sonol and Rishumit. Building them one at a time was the bottleneck, so I wrote a metadata-driven ACF block generator that produces the registration, fields and template from a single definition — it cut block development time by roughly 80%. That's the pattern I bring to WordPress work generally: if a task is going to happen fifty times, the second one should be generated, not typed. The same project ran WPML multilingual with Hebrew RTL and English LTR sharing components, which sounds like a CSS flag and turns out to touch layout, forms and every third-party embed.

GhostChat — a SaaS with paying customers

GhostChat is a privacy-first chat widget with a ~15KB embeddable SDK: a Next.js dashboard on Vercel, a Cloudflare Workers API with Durable Objects for per-conversation state, Supabase for persistence and Stripe for billing. It ships with an AI responder running on Claude in production, a plugin on WordPress.org, and an open-source agent runner on npm. Scoped, built, launched and sold by one person. The chat widget on this page is that product.

Gmailytics — OAuth at scale, independently security-audited

Gmailytics is a web app plus Chrome extension that scans a Gmail inbox and bulk unsubscribes from unwanted senders. It has cleaned 5M+ emails and freed over 300GB of storage, and it's Google CASA Tier 2 certified — it passed an independent third-party security assessment for its use of restricted Gmail scopes, a bar most side projects never clear.

Migrations that didn't take the site down

At Hertz Furniture I migrated a CRM of over 100,000 records to Salesforce with zero data loss and zero downtime, then built LiveChat bots and Salesforce webhooks that cut response time from hours to under ten minutes, and integrated Microsoft OneDrive via the Graph API for a 40% storage cost reduction. At Elphi I moved a production application from Firebase to PostgreSQL and added GraphQL subscriptions so the UI updated in real time.

Payments for an agency’s enterprise clients (as an employee)

Designed and built an end-to-end payment system on Strapi with the Meshulam SDK: the frontend SDK, lifecycle hooks and webhook reconciliation. It processes over $1M a year, annualized.

Block-first WordPress for agency clients Dimri, Sonol and Rishumit

30+ custom React-based Gutenberg blocks plus an automated ACF block generator that cut build time by 80%, and a WPML multilingual architecture with full RTL/LTR support — delivered for named enterprise clients.

Salesforce migration and workflow automation

Migrated 100K+ records into Salesforce with the REST APIs and automated workflows around it. Integrated Microsoft Graph for OneDrive, cutting storage costs 40%, and implemented SignNow e-signatures that reduced contract turnaround by 90%. Delivered fully remote for a US company over two years.

Looking after WordPress sites, not just building them

Managed and built three sites for an online media organisation: keeping WordPress, Elementor and plugins current, managing DNS, SSL and caching across cPanel and Cloudflare, and running the analytics and Search Console side — sitemaps, conversion tracking, and fixing what the data said was broken. That day-to-day upkeep is what the care plan below is.

1. A real conversation first Thirty minutes on what you're actually trying to achieve. If I'm not the right person, I'll say so — I'd rather tell you in the first call than the third invoice.
2. A written scope What gets built, what doesn't, what it costs, and when it lands. No code starts before we both agree on this document.
3. Build in visible increments You get a working preview URL early and it updates continuously. No four-week silences ending in a surprise.
4. Launch with measurement wired in Analytics, Search Console, and conversion tracking are part of the build, not a follow-up ticket. You can't iterate on what you aren't measuring.
5. Iterate over quarters Organic growth is not a launch event. The sites I've grown got there through months of adding pages, fixing what underperformed, and doubling down on what ranked.