15+ Years Building Web Software
Developer, Not an Agency
A hands-on developer based in Hull, East Yorkshire. Building for the web since 2009, and still writing code every day.
How I Got Here
From agency founder to hands-on technical lead
The Early Years
I started in web development in 2009, initially specialising in Magento and WordPress. Back then, that meant PHP, MySQL, and a lot of server configuration. I learned by doing, building real sites for real clients.
In 2011, I founded Nailed It Design, a Magento and WordPress development agency. We handled everything from small business sites to complex eCommerce builds. Running an agency taught me as much about clients and communication as it did about code.
Growing & Evolving
In 2016, that business merged with a marketing company to form The Northern Foundry. I worked as Technical Director, leading development on larger projects that combined eCommerce, SEO, and PR. It was a different kind of challenge, bigger teams, more stakeholders, enterprise-level complexity.
In 2018, I sold my shares in The Northern Foundry and joined H&H Comms, an internal communications agency. This was a deliberate break from traditional eCommerce. I needed to reset. During this period, I got hands-on experience building headless software solutions using modern JavaScript frameworks, particularly Vue.js and API-driven architectures. It changed how I think about web development.
Always Hands-On
By 2020, eCommerce pulled me back in, but I was tired of patching other people's platforms, the plugin sprawl and the upgrade dread.
So I built my own CMS. It started as a side project and became the platform I run client sites on: pages, blog, products, bookings and CRM, all built in, API first and block based, maintained by one developer using AI at scale.
My job titles have changed over the years, Technical Director, Head of Development, Senior Developer, but the work hasn't. I write code, I solve problems, and I build systems people actually use.
What I Do
Full-stack development across multiple platforms and technologies
PWA Development
App-like websites that install to the home screen, load fast and keep working offline. My specialism.
Learn moreWordPress Development
Custom themes, plugins, WooCommerce, plus performance, security and rescue work.
Learn moreMagento & Adobe Commerce
Complex ecommerce builds, custom modules and platform work from a certified developer.
Learn moreVue & Nuxt
Fast, modern frontends and full-stack apps built with Vue 3 and Nuxt.
Learn moreHeadless
API-first, headless content architecture with a bespoke frontend.
Learn moreAI Consultancy
Agentic apps, automation and honest advice on where AI actually helps your business.
Learn moreMigrations
Move off a platform that's holding you back, without losing content, orders or search rankings.
Learn moreTechnical SEO & Performance
Core Web Vitals, page speed, crawlability and structured data, fixed properly.
Learn moreCustom Websites
Bespoke websites and web apps built around your business, not a template.
Learn moreWhy PWAs Matter
Progressive Web Apps for real-world use cases
Beyond the Buzzword
Progressive Web Apps aren't new technology. Service workers and app manifests have been around for years. But the use cases are finally catching up with the capabilities.
I'm particularly interested in PWAs for environments with poor connectivity. Not everyone has fast, reliable internet. Field workers, warehouse staff, remote locations. These are real scenarios where offline-first architecture makes a tangible difference.
Mobile-first isn't a design trend anymore. It's table stakes. PWAs let you deliver app-like experiences without the friction of app stores, while still working when the network doesn't.
Why Headless Architecture
Separation of concerns for long-term flexibility
Built to Evolve
I like building systems that are made to evolve. Keep the content in a structured, API accessible format and the frontend becomes just one way of showing it. You can redesign the site later, or add a new channel, without tearing everything up and starting again.
This isn't about chasing trends. It's about building something that still makes sense in a few years, so you are not paying to rebuild from scratch every time your business changes.
The Public Experiment
Learning in public, mistakes included
Work in Progress
This site is where I share what I'm working on. YouTube videos become blog posts. Debug sessions become case studies. Mistakes become lessons.
Not everything here is polished. Some of it is work-in-progress. Some of it might be wrong. That's intentional.
I still fiddle, break things, and learn. If you're looking for glossy marketing, this isn't it. If you want to see how a senior developer actually works through problems, stick around.
Want to work with me?
Tell me about your project or the site you've already got. I'll give you an honest view on what I'd do. Free 30-minute surgery, no sales pitch.