I architect digital monopolies.
Custom WordPress builds, bespoke plugins, and conversion systems for businesses that want a website that actually makes money. Self-taught engineer. Founder mindset. 150+ sites shipped.
I don’t build layouts to tick boxes. I work with you directly on conversion systems. Every pixel, form and automated funnel gets built like it’s my own brand on the line, because I know what that feels like.
Not an agency. An operator.
Born in Florida, based in Wisconsin. Entirely self-taught in PHP and JavaScript. Co-founder of Black Plague Gold and Gloriblends. I build your site like my own revenue depends on it, because I know what that feels like.
What's quietly costing you clients.
Six silent leaks I find in almost every site I audit. Scroll through them, then picture each one fixed for good.
The Template Trap
Your current site is trapped in a heavy, pre-built theme or bloated page builder setup that crushes your loading speeds and kills your Google rankings.
Lean, custom-coded build that loads fast and ranks.
Operational Chaos
Your booking systems, forms, or backend workflows are held together by duct-tape plugins that constantly conflict, drop leads, and break unexpectedly.
One purpose-built plugin that replaces the duct tape.
Abandoned Revenue
You are getting traffic to your WooCommerce or e-commerce store, but a high-friction checkout and poor layout are causing shoppers to drop off right before buying.
Streamlined checkout and product pages built to close.
The Ad Budget Drain
You are forced to burn massive amounts of cash on paid ads because your website has zero search visibility and fails to capture organic, high-intent traffic.
True SEO that brings in free, high-intent traffic.
Confusing User Experience
Page viewers land on your site but leave immediately because the layout is cluttered, confusing, or fails to instantly answer their primary buying questions.
Clear hierarchy that answers buying questions in seconds.
One-Time Buyers
Your customer lifecycle ends the moment a transaction finishes, leaving massive amounts of repeat revenue on the table due to a complete lack of automation.
Automated retention flows that bring buyers back.
One operator.
Every layer
of the stack.
Design, development, plugins, e-commerce, True SEO and automation, all handled by one person who’s accountable for the result.
WordPress Development
My primary weapon. Every platform is a fully custom WordPress environment engineered with clean PHP, bespoke backend logic, and zero off-the-shelf limitations. I combine high-end design with an intuitive drag-and-drop editing environment that is effortless for you to manage. Built to scale, optimized for pure speed, and engineered to last.
Elementor & Page Building
Advanced Elementor Pro execution combined with modular custom CSS for pixel-perfect control. I build using a strict global design system where fonts and colors are centralized. Every line of code is neatly commented and isolated, meaning any custom override can be disabled instantly with a single click without breaking your core site layout.
Custom Plugin Development
When no plugin does exactly what your business needs, I build one. Light, secure plugins that replace stacks of conflicting add-ons: booking engines, quote calculators, lead routing and SEO automation. I can build just about any plugin, and it’s billed hourly like the rest of the work. Nine of mine are already live.
WooCommerce & E-commerce
Built by someone who runs stores. Custom WooCommerce product pages, an easy checkout, subscriptions, upsells and post-purchase automation, plus years of Amazon experience to connect your channels.
True SEO
True SEO lives in the architecture: structured data, internal linking, and location or service pages generated from real data, without thin, duplicate content. It’s the same system behind a 42% lift in daily leads, and it’s built for AI search (AEO) too.
Automation & Marketing
Email flows, CRM integrations, lead routing and bot filtering that turn your website into a system that captures, qualifies and follows up with prospects on its own.
You don't need more plugins. You need the right one.
Twelve plugins duct-taped together means slow pages, surprise conflicts, and monthly fees for features you half-use. I replace the stack with one lightweight plugin built around how your business actually works. 9 of mine are live right now.
ReefWP is my own WordPress plugin company. Its full suite is free for every client I build a website for, whenever they need it.
- LIVE
TMT Booking Ecosystem
A bespoke tour scheduling engine featuring a dynamic calendar, automated email templates, and proprietary Elementor widgets. Replaces bloated third-party booking software with a streamlined, trail-specific workflow built perfectly around the client’s operations.
- LIVE
HPD Hiring Engine
Digitized an entire municipal hiring process from paper applications to an automated digital pipeline. Features candidate tracking, automated physical test scheduling, and phase-based progression for the Hammond Police Department.
- LIVE
BATSCRM Dispatch Connector
A bespoke API bridge engineered for Secure Auto Shipping. Maps custom Gravity Forms lead data directly into the BATSCRM dispatcher system, replacing a failing webhook setup with a bulletproof, update-resistant architecture.
- LIVE
Echo Forms
An all-in-one data collection and workflow engine. Replaces Gravity Forms and heavy third-party automation add-ons with native multi-form linking, enterprise features, and a zero-bloat custom table architecture.
- LIVE
Spout SMTP
The core email deliverability engine of the ReefWP stack. Bypasses unreliable PHP mail to route all transactional emails through dedicated providers, guaranteeing that critical system emails land in the inbox.
- LIVE
HPD Interactive District Map
A dynamic, clickable boundary map replacing outdated static PDFs. Enables Hammond residents to instantly locate their council district and view representative contact information through an interactive GeoJSON interface.
- LIVE
Pulse Bookings
The flagship scheduling architecture of the ReefWP ecosystem. A high-performance booking engine featuring a visual workflow builder, AI-driven waitlists, and an isolated application shell that keeps the WordPress database pristine.
- LIVE
ReefCRM
A lightning-fast, lightweight customer relationship manager built natively for WordPress. Utilizes custom SQL tables and an isolated application shell to deliver SaaS-level performance without the recurring per-contact fees.
- LIVE
Sonar SEO
My own SEO plugin, built on True SEO instead of keyword counts. It scores every page on Search, Structure and Answers as you type, in the editor and in Elementor, and keeps its data in its own lightweight tables.
- IN DEVELOPMENT
Glow Reviews
An all-in-one reputation and trust engine. Automates email review requests, captures verified native reviews, syncs third-party platforms, and includes a lightweight live chat module to drive conversions.
- IN ARCHITECTURE
FathomLMS
A high-performance learning management system engineered to replace bloated legacy course builders. Features a visual curriculum builder, native gamification, and direct monetization on a pristine custom database schema.
Proven in every niche.
Secure Auto Shipping
A car shipping company with steady demand and a site that looked like it was built in 2000. I rebuilt it: 75+ landing pages, a clickable state map, and a plugin that gets every lead into their CRM.
Three Rivers Roofing
A 5-star roofer with a website that looked like it took five minutes. After my redesign, organic leads went from 2 or 3 a month to 1 to 3 a day, and Google’s AI now recommends them.
Thailand Mountain Trail
A trekking and trail running company in northern Thailand. I took their site back from a developer who had hidden a kill switch in it, rebuilt it, and built the booking system that runs the business.
Black Plague Gold
A brand I co-own and ran as a one-person agency: website, ads, email, Amazon and everything in between. Sales went from 5 a month to 5+ a day.
Gloriblends
A CBD brand I co-founded. Paid ads weren’t allowed at the time, so I grew it with organic search and retention instead, and sales went up over 300%. It closed during the pandemic.
Hire with zero risk on Upwork.
Every project runs through Upwork. Hourly or milestones, your money is protected and every file and message lives in one place.
Need a custom plugin inside your build? Add it anytime. It joins the same project and is billed hourly alongside the website.
Invite me on Upwork
Send a job invite or a message on Upwork. Tell me what’s holding the business back and share your current site if you have one.
Architecture & Scope
I map out exactly what needs to be built to fix it. You get a clear scope, a plan and a timeline before any work starts.
Secure Contracting
We start a tracked hourly contract or fund a milestone, whichever you prefer. Upwork handles the billing, so you only pay for logged hours or work you’ve approved.
Isolated Staging Build
I build on a private copy of your site where you can watch the progress live. Your current site stays up the whole time, and Google never sees a half-finished page.
Launch & Handoff
Before launch I test speed and Core Web Vitals, then walk you through everything so your team owns the site from day one.
Standalone plugins run on a tracked hourly contract, with a weekly hour cap you control and every session logged.
Invite me on Upwork
Send an invite describing the workflow you want automated, or the plugins and subscriptions you want to replace.
Technical Spec
I map the data, user roles, integrations and edge cases into a written spec with an hour estimate, so you know what’s being built before I write any code.
Tracked Hourly Contract
Plugins are billed hourly through Upwork’s tracked contract. You set the weekly hour cap, see every logged session and only pay for real work. No four-figure plugin quotes.
Sandbox Development
I build and test the plugin on its own, then against your theme, plugins and PHP version on staging. You try it there before it ever touches your live site.
Deploy & Ownership
I install it on your live site with documentation and a walkthrough. The code is yours, with no seat limits and no subscription, plus 6 months of updates and small features.
Before you send the invite.
Why hire through Upwork?
Upwork holds the money until you approve the work, keeps every message and file in one place, and shows you my verified work history. It’s the safest way for both of us to start.
Milestones or hourly?
Either one. Some clients like milestones and some like hourly, and I’m fine with both. I prefer hourly: we agree on a rate and how many hours a week, and if I end up working more than that to hit my own goals for the week, that’s on me. You never pay for the extra.
Can you build a custom plugin for my business?
Yes. I can build just about any plugin WordPress can run, from booking engines to CRM connectors, and nine of mine are live right now. It’s billed hourly, the same as a website build, not a four-figure flat fee.
What happens after my plugin is delivered?
Every plugin you get from me comes with 6 months of updates and small feature additions. Tweaks under 5 hours are free. Bigger changes are billed hourly at a discounted $20/hr. Security updates are always free, and I keep my plugins updated as WordPress changes so they don’t break.
Can you fix my existing site instead of rebuilding it?
Yes. I start with an audit of speed, structure and conversions, then tell you the fastest way to results. Sometimes that’s a targeted fix, sometimes it’s a rebuild.
Will I be able to edit the site myself?
Yes. Every build comes with an editing setup made for you and your team, plus a walkthrough, so you can change content without breaking the layout.
What industries do you work with?
Pretty much any business, product or service. I’ve built for auto transport, roofing, tour operators, cleaning, real estate, a police department, pet services, e-commerce brands and a lot more. The niche changes, the engineering doesn’t.
How fast can we start?
Send an invite on Upwork with your project details and I’ll reply with next steps and a proposed timeline.
Let's build your monopoly.
Send an invite on Upwork with your goals and I’ll reply with a plan.
