About Me
Who I Am
Hi, I’m Ray, a freelance WordPress developer based in the North East of England. I help businesses untangle and rebuild messy WordPress and WooCommerce systems when plugin sprawl, fragile customisations, and awkward workflows have made them hard to manage.
I specialise in custom WordPress development, particularly plugin development, WooCommerce customisation, integrations, and technical rebuild work where off-the-shelf themes and plugins have stopped being a good fit.
Much of my work starts with an existing site that technically works, but not very well. Too many plugins, brittle customisations, slow admin areas, awkward editing, fragile integrations, or a setup that has simply become harder to trust over time.
The aim is not to patch over those problems for another few months. It is to understand what is actually going wrong, rebuild the weak parts properly, simplify where possible, and leave the site in a more reliable state than it was before.
I do not rely on heavy page builders, throwaway fixes, or rushed development choices that create more problems later. I prefer cleaner builds, sensible tools, and technical decisions that still make sense once the project is live and in regular use.
If you have ended up with a WordPress or WooCommerce site that looks fine on the surface but is slow, fragile, or frustrating to maintain, that is usually the point where my kind of work becomes useful.
What I Value
Clear Communication
I explain things in plain English, keep communication straightforward, and make sure you understand what is being done and why.
Build for Stability
I write clean, well-structured code that is meant to keep working, not just get through a launch or handover.
Prioritise Performance
I pay close attention to speed, efficiency, and technical overhead, whether I am building a full site or improving an existing one.
Focus on Practical Results
I care more about useful outcomes than impressive-sounding process. The work should solve the right problem and leave the site in better shape.
my Services
What I Do
These services are different ways into the same kind of work: untangling weak setups, rebuilding problem areas properly, adding custom functionality, and making WordPress sites more reliable and fit for purpose.
My Results
Featured Case Studies
Examples of how I have helped businesses improve performance, untangle technical problems, and turn awkward WordPress setups into something more reliable and fit for purpose.
Betline Brokers
A high-performance site with custom shader-based visuals, built to show that strong visual work does not have to come at the expense of speed or reliability.
A cutting-edge affiliate network and performance marketing agency, designed specifically for businesses in the iGaming sector.
We provide bespoke affiliate marketing solutions, real-time data analytics, and premium media buying services to ensure your business gets the traffic and conversions it needs to thrive.
Game Time Digital
A modern, custom WordPress site for a newly merged iGaming brand. Built for flexibility, performance, and growth.
Testimonials
Client Reviews
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I can’t recommend Ray highly enough! We recently encountered some issues with our two websites, and Ray came to the rescue with unparalleled skill and professionalism.
Not only did he swiftly identify and fix the problems, but he also went above and beyond to ensure everything was running smoothly.
Eduardo A.
Mar. 2024
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Working with Ray has been an exceptional experience. His expertise in WooCommerce and custom plugin development is evident in the quality of his work.
Ray’s ability to understand and implement complex requirements is commendable.
Denise H.
Dec. 2023
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I worked with Ray, he is clearly a highly skilled WordPress / web developer who assisted me with an issue I encountered on my website that I couldn’t fix myself.
I am extremely satisfied with the service provided by Ray. His technical expertise and professionalism to delivering high-quality work makes him a freelancer I’ll certainly be using again!
Brian M.
Jun. 2023
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Ray went above and beyond to finish this project. He provided everything that was promised. He provided excellent communication throughout the project.
Bill M.
Business Owner
My Process
How I Work
Every project is different, so I do not force everything through the same process. What stays consistent is that I keep the work clear, steady, and focused on the parts that actually matter.
That usually comes down to a few simple things:
Fix The Right Problem
I try to get to the underlying issue rather than just patching the symptom. That matters most on messy WordPress and WooCommerce sites where the obvious fix is often only part of the problem.
Build Cleanly
I prefer development choices that reduce bloat, avoid unnecessary workarounds, and leave the site easier to maintain after the project is finished.
Understand What The Site Actually Needs To Do
Before getting lost in implementation details, I want to understand what the site is meant to support. That might be sales, enquiries, internal workflows, or simply making an awkward setup less frustrating to run.
Clear, Honest Communication
You will not get jargon, vague updates, or long silences. I keep communication straightforward and flag important issues early, especially when something is likely to affect scope, risk, or the long-term quality of the work.
Pragmatic delivery
I work independently and keep things moving, but I do not disappear. I check in when it is useful, ask questions when something needs clarifying, and try not to create unnecessary back and forth.
The aim is to keep things simple and effective. A calm, focused process that results in work you can rely on, without the usual hassle.