DA
Dru Abraham
Hire me on Upwork
← All work
AUTO TRANSPORT · REBUILD

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.

Site Architecture
75+ Landing Pages
Custom Plugin
True SEO
Bot Filtering
Visit the live site ↗
Secure Auto Shipping home page with its free quote button
75+
PAGES BUILT
+42%
DAILY LEADS
0
LEADS LOST TO THE CRM
1 click
FROM THE MAP TO THE RIGHT STATE
[ 01 ] THE BEFORE

Built like it was 2000.

Secure Auto Shipping already had steady demand. What they didn’t have was a website that helped. The old site was page after page of paragraphs, it wasn’t easy to get around, and people left about as fast as they landed.

Nobody wants to read an essay to find out if you ship from their state.

WHAT I WALKED INTO
✕
Walls of text on every page
✕
No pages for the states and niches people search for
✕
No clear path to a quote
✕
A high bounce rate
✕
Quote requests that didn't always reach BATS CRM
[ 02 ] THE REBUILD

75+ pages, each with a job.

I rebuilt the site from scratch and made it a lot more than a short scroll. I built well over 75 pages for them: a landing page for every state they ship from, pages for the niches they ship for, and the core service pages, all linked together so people (and Google) land on exactly the page they need.

Every page has one job. Answer the question the visitor came with, then get them to a quote.

Secure Auto Shipping website on a phone
[ 03 ] THE MAP

Click your state, land on its page.

The homepage has an interactive map. Pick the state you want to ship a car from and you go straight to that state’s page. It’s faster than any menu, people actually enjoy using it, and every state page gets a natural link from the homepage.

Secure Auto Shipping clickable state map that leads to each state page
The interactive state map on secureautoshipping.com.
[ 04 ] THE PLUGIN

Every lead lands in BATS CRM.

They already had a lifetime Gravity Forms license, so there was no reason to move them to another form plugin. The problem was getting leads into BATS CRM, the system their dispatchers work from. The manual connection BATS tells you to set up kept breaking, even after it had worked before, and when it broke, leads went missing.

So I built a small custom plugin that sends every Gravity Forms entry straight into BATS. It’s been flawless since. They lose zero leads now.

Billed hourly, like everything else.

I didn’t charge thousands of dollars for this plugin. It was billed hourly with the rest of the work, the same way I bill every plugin I build.

See how the connector works →
[ 05 ] TRUE SEO

True SEO, built into the structure.

A better-looking site was the main goal. But every site I build comes with True SEO, and True SEO lives in the architecture: the way the site is put together. The state pages, niche pages and internal links point Google to the right page for the right search, and the quote form is filtered so the leads that come in are real people.

What makes it True SEO →
WHAT THE STRUCTURE DOES
✓
Every state and niche page linked from the right places
✓
Clean page hierarchy Google can read in one pass
✓
Schema markup on every page
✓
Fast loads on phones
✓
A spam-filtered quote form
+42%
Daily leads after the rebuild, and not one of them lost on the way to the CRM.
BUILT WITH
WordPress
Elementor Pro
Gravity Forms
Custom BATS CRM plugin
Interactive state map
Schema markup
Spam filtering
NEXT PROJECT
Three Rivers Roofing

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hpd-hiring-engine.php
  • LIVE
PLUGIN 02 / 11

HPD Hiring Engine.

#Workflow
#Automation
#Government

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.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

The Hammond Police Department was managing their entire applicant pipeline on paper. Tracking candidates, scheduling physical tests, and moving applicants through every phase of police hiring was a massive administrative burden prone to human error and delays. Off-the-shelf HR plugins were too generic for municipal law enforcement requirements. They needed a secure, digital portal built exactly around their specific recruitment lifecycle.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I built a secure, role-based hiring dashboard directly into their custom WordPress infrastructure. Candidates apply through a custom intake form that feeds a centralized management portal, and hiring managers advance them through the pipeline with a single click. Automated triggers handle everything in between.

CANDIDATE PIPELINE · AUTOMATED
01
→
Short Application
02
→
Screening Review
03
→
Agility Test Booking
04
→
Agility Passed
05
✓
Full Application
01
Two-Stage Application Funnel

A short intake application screens candidates first. Only approved applicants unlock the full long-form application, so staff never waste time processing unqualified paperwork.

02
Self-Serve Agility Scheduling

The moment a candidate passes screening, they’re automatically prompted to pick a date and time for their physical exam from open sessions. Pass the physical, and the system advances them to the next phase with zero manual data entry.

03
One-Click Phase Progression

A centralized applicant dashboard lets hiring managers review candidates and move them through each phase with a single click, with automated email triggers firing at every step.

04
Never-Lose-Progress Long Form

The long application features a sticky Save Progress bar, a session timeout warning, and background auto-save every five minutes to both the server and the browser, so applicants never lose an hour of work.

05
Secure, Accountable Access

Custom roles control exactly who can see and act on applicant data, backed by an encryption layer for sensitive fields and an audit log of every action taken.

06
Staff-Editable Everything

Proprietary Elementor widgets (Short Application, Long Application, Agility Signup, Hiring Info), admin-editable form fields, a one-switch hiring on/off toggle, and dynamic tags that update hiring details site-wide.

[ 03 ] THE IMPACT

What the client walked away with.

$15k+
/yr
Enterprise fees eliminated

Standard municipal HR software costs upwards of $15,000 a year in recurring licenses. Duct-taping a WordPress alternative would have required multiple fragmented plugins billed separately. This custom engine replaced the entire stack with one secure platform the department owns outright.

Zero Paper Waste

Eliminated hundreds of hours of manual paper processing and phone tagging.

Automated Scheduling

Removed the administrative bottleneck of scheduling physical tests by putting the calendar directly in the candidate’s hands upon approval.

Total Pipeline Visibility

Gave hiring managers a unified, real-time dashboard displaying every candidate’s exact phase in the recruitment process.

[ 04 ] THE STACK

Under the hood.

01
PHP & Custom WordPress Architecture
02
Automated Email Triggers
03
Dynamic Status Routing
04
Role-Based Access Control
05
Elementor Widget & Dynamic Tags API
06
AJAX Auto-Save + LocalStorage Backup
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← TMT Booking Ecosystem
BATSCRM Dispatch Connector →
echo-forms-engine.php
  • LIVE
PLUGIN 04 / 11
Echo Forms dolphin mark

Echo Forms.

#Forms
#Workflows
#Architecture

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.

REEFWP

Part of ReefWP, my own plugin company. Included free for any client I build a website for.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

Clients using standard form builders like Gravity Forms are forced to buy and duct-tape expensive third-party add-ons like Gravity Flow just to link forms together or build multi-step automations. This creates a fragile, bloated ecosystem that destroys page speed and incurs massive recurring costs just to access standard premium features. Storing thousands of entries as generic WordPress post types further degrades database performance as the business scales.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I engineered Echo Forms as an all-in-one data collection engine that completely eliminates the need for third-party workflow add-ons. Premium capabilities are built directly into the core, and all submission data bypasses the standard WordPress posts table, routing into isolated, custom SQL tables built to scale.

NATIVE FORM LINKING · NO ADD-ONS
01
→
Form A Submitted
02
→
Conditions Evaluated
03
→
Form B Triggered
04
→
Workflow Actions Fire
05
✓
Data Synced Everywhere
01
Native Workflow Builder

A proprietary visual workflow builder links separate forms into complex, multi-step pipelines. One submission can trigger the next form, route approvals, and fire automations without Gravity Flow or Zapier.

02
Premium Features in the Core

Conversational forms, advanced conditional logic, digital signatures, surveys, and full form version history with one-click restore. Features other builders sell as separate add-ons ship standard.

03
Save, Resume & Abandonment Tracking

Forms autosave drafts as visitors type. They can leave and resume later from a secure link, and partially completed entries are captured so no lead disappears halfway through.

04
Formula Engine & Payments

Calculator fields run live pricing formulas, then every total is recomputed server-side so a submitted price can never be tampered with. Stripe, PayPal, Square, and Authorize.net are built in, along with coupon codes.

05
Invisible Anti-Spam

A self-hosted, zero-configuration challenge signed with HMAC-SHA256, plus a spam blocklist. Bots get stopped without an external service, an API key, or an annoying puzzle for real visitors.

06
Zero-Bloat Performance

Submissions live in custom SQL tables instead of the WordPress posts table, and scripts load only on pages where a form actually exists. The rest of the site stays fast.

44 FIELD TYPES · BUILT IN
Signature
Camera Capture
File Upload
Address Autocomplete
Calculator
Net Promoter Score
Likert Scale
Star Rating
Range Slider
Product Picker (Woo)
Service Picker
Coupon Code
Payment Total
GDPR Agreement
Registration
Page Break
Entry Preview
Custom Captcha
+ many more
NATIVE CONNECTIONS · NO ZAPIER
Stripe logo
Stripe
PayPal logo
PayPal
Square logo
Square
Authorize.Net logo
Authorize.net
Mailchimp logo
Mailchimp
HubSpot logo
HubSpot
Salesforce logo
Salesforce
Pipedrive logo
Pipedrive
Zoho logo
Zoho
Google Sheets logo
Google Sheets
ActiveCampaign logo
ActiveCampaign
Brevo logo
Brevo
MailerLite logo
MailerLite
Constant Contact logo
Constant Contact
Kit logo
Kit
Twilio logo
Twilio
[ 03 ] THE IMPACT

What the client walked away with.

1
plugin
Replaces dozens of paid add-ons

Gravity Forms, Gravity Flow, payment add-ons, signature add-ons, survey add-ons, save and continue, CRM connectors, anti-spam services. Every one of those is a separate license with its own renewal date. Echo Forms replaces the whole stack with a single engine the client owns.

Eliminated the Duct-Tape Stack

Replaced Gravity Forms, Gravity Flow, and dozens of premium add-on subscriptions with a single, unified architecture.

Native Form Linking

Enabled complex data collection pipelines and automated workflows natively, completely bypassing third-party automators.

Enterprise Features, Zero Bloat

Delivered high-end capabilities like offline forms, surveys, and user journey tracking while loading scripts only on the specific pages where a form actively exists.

[ 04 ] THE STACK

Under the hood.

01
PHP 8.1+ & Custom SQL Tables
02
Native Workflow Engine
03
Zero-Dependency JavaScript
04
Invisible Anti-Spam Architecture
05
Server-Side Formula Engine
06
Native Payment & CRM Connectors
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← BATSCRM Dispatch Connector
Spout SMTP →
gf-batscrm-bridge.php
  • LIVE
PLUGIN 03 / 11

BATSCRM Dispatch Connector.

#API
#Logistics
#DataMapping

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.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

Secure Auto Shipping relies heavily on BATSCRM to capture leads and route them to their vehicle dispatcher system. The problem was that zero plugins existed for this specific connection. The company was forced to rely on a fragile webhook provided by the CRM, but every time BATSCRM pushed an update, the webhook changed. This broke the connection entirely, causing the business to silently drop vital, high-ticket vehicle shipping leads. Hiring a traditional agency to scope and build a custom integration from scratch would have cost them thousands of dollars in development fees.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I engineered a standalone WordPress plugin acting as a dedicated, update-resistant API bridge. Instead of relying on a brittle webhook URL that breaks during software updates, the connector intercepts Gravity Forms submissions the moment they occur and translates them into BATSCRM’s core endpoint structure.

LEAD FLOW · REAL TIME
01
→
Quote Form Submitted
02
→
Submission Intercepted
03
→
Payload Mapped
04
→
BATSCRM Endpoint
05
✓
Dispatcher Receives Lead
01
Instant Submission Intercept

Hooks directly into Gravity Forms the moment a quote request is submitted, so no lead ever waits on a third-party queue or scheduled sync.

02
Advanced Data Mapping

Translates every custom form field (vehicle details, pickup and delivery locations, ship dates, contact info) into the exact JSON structure BATSCRM’s core endpoint expects.

03
Update-Resistant by Design

Targets BATSCRM’s stable core endpoint instead of a disposable webhook URL, so CRM updates no longer break the connection or silently drop leads.

04
Standalone & Lightweight

Runs as its own isolated plugin with no Zapier, no middleware, and no workflow add-ons, keeping the lead path short, secure, and fully owned by the client.

[ 03 ] THE IMPACT

What the client walked away with.

$5k+
Agency build fees avoided

Zero plugins existed for this connection, and a traditional agency would have quoted $5,000 or more to scope and build it from scratch. This bespoke connector delivered an enterprise-grade integration without the agency price tag, and with no monthly middleware fees on top.

Bulletproof Lead Capture

Eliminated dropped leads by replacing a failing webhook with a stable integration that withstands BATSCRM updates.

Massive Agency Savings

Delivered a bespoke, enterprise-grade connector, saving the client the $5,000 or more a standard agency would have quoted to build it from scratch.

Zero Middleman Bloat

100 percent of vehicle transport lead data maps perfectly into the dispatcher system without Zapier or fragile third-party workflow add-ons.

[ 04 ] THE STACK

Under the hood.

01
PHP 8.1+ Architecture
02
Gravity Forms API & Hooks
03
BATSCRM Endpoint Integration
04
JSON Payload Mapping
Fighting a plugin that almost fits?

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← HPD Hiring Engine
Echo Forms →
hpd-district-map.php
  • LIVE
PLUGIN 06 / 11

HPD Interactive District Map.

#GeoJSON
#Interactive
#Municipal

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.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

The City of Hammond was providing residents with static, clunky PDF maps from the county to figure out which city council district they lived in. This was a terrible user experience, especially on mobile devices. Residents had to pinch, zoom, and guess their boundaries, then manually navigate to a different page to look up who their representative was and how to contact them. It was a fragmented, outdated municipal process that created unnecessary friction between the public and their local government.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I engineered a fully interactive, lightweight web map using raw GeoJSON boundary data sourced directly from the Lake County Board of Elections. Instead of forcing users to download a 13×19 PDF file, the map renders natively in the browser, and tapping any district slides in a dynamic panel with that area’s council representative and how to reach them.

RESIDENT JOURNEY · ONE TAP
01
→
Tap Your District
02
→
Boundary Highlights
03
→
Rep Panel Slides In
04
→
Next Meetings Calculated
05
✓
Call, Email, or Watch Live
01
Native GeoJSON Rendering

Staff paste the county’s official GeoJSON into the admin and the map builds itself, auto-detecting each district number. When lines change, they re-paste the new data and every representative’s info is kept.

02
Dynamic Representative Panel

Tapping a district slides in a color-matched panel with the council person, phone number, direct email, and a boundary note, so residents go from map to contact in a single tap.

03
Auto-Calculated Meeting Schedule

Meetings are set once as a pattern, like the 2nd and 4th Monday, and the panel always shows the next two upcoming dates. Nobody has to update the calendar by hand each month.

04
Watch Live Buttons

Unlimited livestream links (Facebook, YouTube, GoHammond.tv, or anything else), each with its own label and color, so residents can watch council meetings straight from their district’s panel.

05
Mobile-First by Design

On tablets the district list becomes a compact 3-column grid. On phones each district becomes an accordion that smoothly expands the full info card right beneath it.

06
Bulletproof & On-Brand

Automatic CDN failover keeps the map loading even if one host is blocked, isolated layering keeps it from ever overlapping sticky headers, and staff control every font and color from the admin. Dropped into any page as a native Elementor widget.

[ 03 ] THE IMPACT

What the client walked away with.

$8k+
Agency & API fees avoided

Traditional digital agencies charge upwards of $8,000 for custom GIS mapping builds. Off-the-shelf plugins require commercial API keys that bill by the map load, causing municipal costs to spike during election season. This custom engine renders the city’s raw boundary data natively, eliminating both upfront agency bloat and recurring subscription traps.

Modernized Public Access

Replaced a frustrating, static PDF download with a sleek, mobile-friendly interactive experience.

Instant Civic Connection

Eliminated the multi-step process of finding local representatives by combining boundary data and contact information into a single click.

Zero API Bloat

Rendered the boundaries natively using lightweight GeoJSON rather than relying on expensive or bloated third-party mapping subscriptions.

[ 04 ] THE STACK

Under the hood.

01
PHP & WordPress Native Integration
02
GeoJSON Boundary Mapping
03
Leaflet.js (Open Source) with CDN Failover
04
Vanilla JS & Custom CSS
05
Dynamic Content Overlays
06
Elementor Widget API
Fighting a plugin that almost fits?

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← Spout SMTP
Pulse Bookings →
spout-smtp-engine.php
  • LIVE
PLUGIN 05 / 11

Spout SMTP.

#Infrastructure
#Deliverability
#API

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.

REEFWP

Part of ReefWP, my own plugin company. Included free for any client I build a website for.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

By default, WordPress uses a basic PHP mail function to send notifications, which is notoriously unreliable and almost always gets flagged as spam by Gmail and Outlook. Businesses lose massive amounts of money when high-ticket lead notifications, booking confirmations, or customer password resets silently fail to deliver. Standard SMTP plugins in the repository fix the sending issue but clutter the admin dashboard with banner ads and lock basic delivery logging behind expensive premium tiers.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I engineered Spout SMTP to completely take over the default WordPress mailing system, routing all outbound site emails through enterprise-grade providers like SendGrid, Mailgun, or Amazon SES. A proprietary logging and analytics dashboard, built into the plugin’s own isolated UI and backed by custom SQL tables, gives the client total visibility without bloated third-party tracking scripts.

EVERY EMAIL · EVERY TIME
01
→
Any Email Sent
02
→
Spout Intercepts
03
→
Routed via Provider
04
→
Logged to Custom Table
05
✓
Opened & Tracked
01
Total Mail Takeover

Hooks into the core WordPress mailer, so every email on the site routes through the configured provider. That covers this plugin’s emails, WooCommerce orders, password resets and every other plugin’s notifications.

02
One-Click Provider Picker

A clean card grid of 19 providers, from Gmail and Outlook to SendGrid, Mailgun, Amazon SES, and Postmark. Pick one and its exact fields swap in, with no guesswork and no documentation hunt.

03
Three-Layer Logging

A full email log stored in its own custom table, a site-wide error log that catches every failed send from any plugin, and a toggleable debug log of every single attempt, sent or failed.

04
Native Open & Click Tracking

Opens and clicks are recorded per email, and workflows can branch on them: send the reminder, wait a day, and if it still has not been opened, text the customer instead.

05
Instant Failure Alerts

The moment any email fails, alerts fire to Email, Slack, Microsoft Teams, SMS, or a custom webhook, so a broken lead notification gets caught in minutes instead of weeks.

06
Email Controls & Smart Scheduling

Flip-a-switch toggles silence WordPress’s noisy automatic emails. Scheduled reminders re-check the booking’s status before sending, so a cancelled trip never gets a stale reminder, and templates support multiple languages with an English fallback.

19 PROVIDERS · ONE-CLICK SETUP
Gmail
Outlook / 365
Zoho Mail
Yahoo Mail
SendGrid
Mailgun
Amazon SES
Postmark
SparkPost
Mailjet
MailerSend
Elastic Email
SMTP2GO
Brevo
Mandrill
SendLayer
SMTP.com
Any Custom SMTP
[ 03 ] THE IMPACT

What the client walked away with.

$0
/yr
Premium tier fees eliminated

Off-the-shelf SMTP plugins lock delivery logs, open tracking, and failure alerts behind yearly premium plans, then fill the free version with banner ads. Spout ships every one of those features standard, in a clean interface with zero upsells.

Guaranteed Deliverability

Ensured mission-critical transactional emails, lead notifications, and client communications land safely in the primary inbox.

Built-in Analytics

Provided granular delivery stats and error logging natively, allowing clients to instantly diagnose failed emails without paying for a premium third-party service.

Pristine Admin UI

Delivered a clean, flat-design settings panel completely free of the upsells and banner ads that plague off-the-shelf SMTP plugins.

[ 04 ] THE STACK

Under the hood.

01
PHP 8.1+ Architecture
02
Provider Integrations (SendGrid, Mailgun, AWS SES)
03
Custom SQL Logging Tables
04
JavaScript Data Visualization
05
Slack, Teams, SMS & Webhook Alerts
Fighting a plugin that almost fits?

Send me your workflow on Upwork. I’ll map out the plugin your business actually needs.

Scope my plugin on Upwork ↗
← Echo Forms
HPD Interactive District Map →
pulse-booking-engine.php
  • LIVE
PLUGIN 07 / 11
Pulse Bookings shark mark

Pulse Bookings.

#Architecture
#Scheduling
#SaaS

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.

REEFWP

Part of ReefWP, my own plugin company. Included free for any client I build a website for.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

Appointment-driven businesses like salons, massage therapists, personal trainers, life coaches, and hundreds of other service models quickly hit a ceiling with off-the-shelf booking tools. The standard options in the marketplace are either missing essential operational features or perform terribly under real-world booking volume. To make matters worse, commercial scheduling platforms intentionally lock every critical capability, such as automated follow-ups, custom intake steps, and dynamic waitlists, behind higher-tier paywalls and per-seat fees. When businesses try to avoid those fees by using generic WordPress plugins, they end up with fragile software that stores thousands of appointments as standard post types, polluting the database and slowing down the entire website.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I engineered Pulse Bookings to operate with the speed of an isolated SaaS platform while living natively inside WordPress. The architecture runs within a dedicated application shell that completely prevents administrative clutter and theme CSS conflicts. All booking entries and customer profiles bypass standard WordPress post tables, routing instead into optimized, custom SQL tables built for high concurrency. The plugin features a proprietary drag-and-drop workflow builder that allows operators to design multi-step customer booking journeys. To maximize schedule capacity, the system integrates dynamic waitlist logic and Pulse AI modules to automatically fill canceled slots.

BOOKING LIFECYCLE · AUTOMATED
01
→
Booking Received
02
→
Status Assigned
03
→
Workflow Triggered
04
→
Emails, Payments & Sync
05
✓
Waitlist Fills Gaps
01
Isolated Application Shell

The entire admin runs inside its own clean, flat-design shell, so it feels like a dedicated SaaS app, never clashes with other plugins’ styles, and never clutters the standard WordPress dashboard.

02
Custom SQL Data Layer

Bookings and email logs live in dedicated, indexed SQL tables instead of thousands of post and postmeta rows, so calendars, availability checks, and list views stay fast as the business scales.

03
Visual Workflow Builder

A drag-and-drop builder maps complex, multi-step pipelines: when a status changes, send this, wait that long, and branch on what happened. If a reminder goes unopened for a day, text the customer instead.

04
Pulse AI

Owners can connect Claude through a secure MCP connector, with a sign-in and an approval screen listing exactly what the AI can do, or chat with Ask Pulse right inside WordPress using an Anthropic, OpenAI, or Google key.

05
Waitlist & Capacity Engine

Per-departure capacity rules drive a live public calendar showing Available, Last Spots, or Sold Out, and the waitlist engine fills cancelled spots so the schedule stays at maximum capacity.

06
Form-Agnostic Intake

Bookings arrive from Gravity Forms, WPForms, Formidable, Fluent Forms, an Elementor webhook, or the built-in form builder. Every path funnels into the exact same intake logic, so nothing gets matched twice or dropped.

ALSO BUILT IN · MODULES TURN ON WHEN NEEDED
Member Portal
Employee Portal
Staff Calendar
Google, Outlook, Calendly & cal.com Sync
Deposits & Balances
Packages
Coupons
Service Extras
Resources & Inventory
Multiple Locations
Special Days & Holidays
Customer Check-In
Invoices
Visit-Count Discounts
Google Reviews
Custom Statuses & Tabs
Elementor, Bricks, Beaver & WPBakery Widgets
Setup Wizard
Analytics Dashboards
+ many more
PAYMENTS, CRM & MESSAGING · NATIVE
Stripe logo
Stripe
PayPal logo
PayPal
Square logo
Square
Authorize.Net logo
Authorize.net
Twilio logo
Twilio
Google Sheets logo
Google Sheets
HubSpot logo
HubSpot
Salesforce logo
Salesforce
Pipedrive logo
Pipedrive
Zoho logo
Zoho
Mailchimp logo
Mailchimp
ActiveCampaign logo
ActiveCampaign
[ 03 ] THE IMPACT

What the client walked away with.

$3k+
/yr
Saved in SaaS & per-seat fees

Commercial booking platforms force service providers into recurring per-seat and per-calendar fees while trapping client data on external servers. Whenever a business needs an advanced feature, they hit a paywall. Pulse Bookings provides salons, trainers, coaches, and countless other service operators with a full enterprise scheduling suite and total data ownership for zero recurring subscription costs.

Zero Database Bloat

Custom SQL tables handle heavy appointment volume without degrading core site performance.

Visual Workflow Engine

Replaced rigid generic booking settings with a flexible, drag-and-drop pipeline builder.

Total Data Ownership

Customer intake forms, client notes, and booking histories remain entirely within the client’s own infrastructure.

[ 04 ] THE STACK

Under the hood.

01
PHP 8.1+ & Isolated Application Shell
02
Custom SQL Database Architecture
03
Pulse AI & Waitlist Engine
04
Visual Workflow Builder
Fighting a plugin that almost fits?

Send me your workflow on Upwork. I’ll map out the plugin your business actually needs.

Scope my plugin on Upwork ↗
← HPD Interactive District Map
ReefCRM →
reefcrm-engine.php
  • LIVE
PLUGIN 08 / 11

Reef CRM.

#CRM
#Database
#SaaS

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.

REEFWP

Part of ReefWP, my own plugin company. Included free for any client I build a website for.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

When a business scales, managing leads in spreadsheets or generic email inboxes becomes impossible. The default solution is usually an external SaaS CRM like HubSpot, Pipedrive, or GoHighLevel. However, these platforms charge aggressive monthly fees that penalize growth by billing per-seat and per-contact. If a business tries to keep costs down by using a standard WordPress CRM plugin like FluentCRM, they introduce massive database bloat. Those plugins often rely on standard WordPress post types and meta tables, turning a fast website into a sluggish, unmanageable mess the moment the contact list grows.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I architected ReefCRM to completely bypass the WordPress core database limitations. Every contact, pipeline, and interaction is stored in strictly isolated custom SQL tables, ensuring the site remains lightning-fast whether the client has 100 or 100,000 leads. To solve the clunky WordPress backend experience, I built an isolated application shell. This provides a pristine, flat-design UI that looks and feels exactly like a premium standalone SaaS product, completely free of theme conflicts and dashboard clutter.

EVERY LEAD · ONE RECORD · ZERO DUPLICATES
01
→
Lead Captured
02
→
Matched to One Contact
03
→
Tagged & Categorized
04
→
Moved Through Pipeline
05
✓
Synced to Marketing
01
Single Customer Record

Every form fill, booking, payment, and message lands on one contact record. Returning leads are matched instead of duplicated, so the client sees a person’s full history in one place.

02
Custom Profile Fields

Owners define the facts they keep about a person, like a goal weight, a date of birth, or a colour formula. Each field becomes its own merge tag automatically, ready for emails and automations.

03
Staff Activity Log

A per-contact activity drawer shows exactly who touched a record, what changed, and when, so owners always know what their team has been doing.

04
Two-Way CRM & Marketing Bridges

When a client outgrows it or already lives in another tool, contacts sync natively to HubSpot, Salesforce, Pipedrive, Zoho, and the major email platforms. No Zapier, no per-task fees.

ALSO BUILT IN
Tags & Customer Categories
Live Search
Custom Columns
Built-In Message Inbox
Compose & Send from the Record
Notes & Interaction History
Linked Bookings & Payments
Customer Analytics Dashboard
Webhooks In & Out
REST API
Role-Based Staff Access
+ many more
CRM & EMAIL MARKETING · NATIVE SYNC
HubSpot logo
HubSpot
Salesforce logo
Salesforce
Pipedrive logo
Pipedrive
Zoho logo
Zoho
Mailchimp logo
Mailchimp
ActiveCampaign logo
ActiveCampaign
Brevo logo
Brevo
Kit logo
Kit
MailerLite logo
MailerLite
Constant Contact logo
Constant Contact
Twilio logo
Twilio
Google Sheets logo
Google Sheets
[ 03 ] THE IMPACT

What the client walked away with.

$1.5k+
/yr
Saved in external CRM subscriptions

Commercial CRMs hold customer data hostage and aggressively scale their pricing as a business grows its contact list. ReefCRM gives businesses a high-performance, enterprise-grade pipeline manager natively, delivering total data sovereignty and eliminating predatory per-contact SaaS fees.

Isolated Database Architecture

Dedicated SQL tables keep the core WordPress database pristine and lightning-fast at scale.

SaaS-Level UI

An isolated application shell provides a clean, distraction-free interface that completely bypasses the standard WordPress admin.

Data Sovereignty

The client owns 100 percent of their customer pipeline and contact data, securing their most valuable business asset on their own infrastructure.

[ 04 ] THE STACK

Under the hood.

01
PHP 8.1+ & Isolated Application Shell
02
Custom SQL Database Architecture
03
Dynamic Pipeline Management
04
REST API Routing
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← Pulse Bookings
Sonar SEO →
sonar-seo-engine.php
  • LIVE
PLUGIN 09 / 11

Sonar SEO.

#SEO
#AEO
#Architecture

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.

REEFWP

Part of ReefWP, my own plugin company. Included free for any client I build a website for.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

Most SEO plugins sell a green light. They count how often a keyword appears, tick a box when a meta description exists and call the page optimized. None of that says whether a reader can follow the page, whether Google understands it or whether an AI assistant could quote it as an answer. Meanwhile they load heavy scripts on every screen and lock the useful parts behind a yearly upgrade.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I built Sonar SEO as the plugin I wanted for my own clients. It checks the things that decide rankings and AI answers, live while you write, and keeps its data in its own tables so it stays light on busy sites.

THE PAGE CHECK, LIVE AS YOU TYPE
01
→
You Write or Build
02
→
Search Checked
03
→
Structure Checked
04
→
Answers Checked
05
✓
Fixes Shown in Place
01
Three Scores, Live

Every page is scored on Search (can people find it and want to click), Structure (can readers and crawlers follow it) and Answers (does it say who, what, where, when, why and how clearly enough to be quoted). Scores update as you type, with no button to press.

02
Inside Elementor

The page check runs in its own Elementor panel as well as the post editor, so the people building pages get the same advice where they work.

03
Structured Data and Local SEO

A business profile with name, address, hours and profiles elsewhere becomes structured data for local results, alongside markup for the site, every page, breadcrumbs, articles, question sections, services and events.

04
Built for AI Search

llms.txt for AI tools, separate switches for AI search crawlers and AI training crawlers, and a log of which AI crawlers visited and what they read.

05
Its Own Tables

Redirects, the 404 log, links and audit data live in custom tables instead of the posts tables, so the site stays fast as they grow.

06
No Doubled Tags

Imports from Yoast SEO, Rank Math, SEOPress and All in One SEO, and if another SEO plugin is active it stops printing tags so nothing is doubled.

ALSO BUILT IN
Google preview
Heading outline check
Image alt text screen
HTML and RSS sitemaps
IndexNow
Breadcrumbs widget
Site audit
Search Console rankings
WebP and AVIF copies
+ many more
[ 03 ] THE IMPACT

What the client walked away with.

$0
To check every page live

The live page check, structured data, local business profile, AI crawler switches and redirects are all in the free plugin. Sonar SEO Pro adds the site audit, Search Console rankings, AI bulk SEO and image optimization, priced by number of sites with every feature in every plan, and it uses your own AI account instead of selling credits.

Advice About This Page

Every check says what it found on the page in front of you, not a score built from keyword counts.

Ready for AI Answers

The Answers score and the AI crawler controls make a page easier for Google’s AI and assistants to quote.

Light on Busy Sites

Its data lives in its own tables, and its scripts load only where they are used.

[ 04 ] THE STACK

Under the hood.

01
PHP 8.1+ Architecture
02
Custom Database Tables
03
Elementor Editor Panel API
04
Schema.org JSON-LD
05
Live JavaScript Page Analysis
06
WP REST API and WP-CLI
Fighting a plugin that almost fits?

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← ReefCRM
Glow Reviews →
glow-reviews-engine.php
  • IN DEVELOPMENT
PLUGIN 10 / 11

Glow Reviews.

#Reputation
#Automation
#SocialProof

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.

REEFWP

Part of ReefWP, my own plugin company. Included free for any client I build a website for.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

To build and display social proof, businesses usually have to duct-tape several disconnected systems together. They use clunky plugins like CusRev to send automated review emails, which are notoriously difficult to style and match to a brand. Then, they pay monthly fees for external widgets like Trustpilot or Elfsight just to display Google and Facebook reviews. This creates a slow, bloated frontend experience and scatters the client’s reputation data across multiple expensive third-party platforms.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I am architecting Glow Reviews as a unified system that handles the entire reputation lifecycle. The engine features a built-in automation system that triggers highly styled, timed email requests to customers after a purchase or appointment. Customers can submit native reviews directly on the website, automatically earning a Verified badge. Simultaneously, background cron jobs silently sync Google and Facebook APIs to pull external reviews into the same isolated custom SQL tables. A native styling API ensures every review matches the brand perfectly, and an integrated lightweight live chat module allows businesses to build real-time trust and manually drop review links to happy customers.

SALE TO SOCIAL PROOF · ON AUTOPILOT
01
→
Purchase or Booking Completed
02
→
Timed Email Request Sent
03
→
Native Review Submitted
04
→
Verified Badge Applied
05
✓
Displayed with Synced Reviews
01
Automated Review Requests

A built-in trigger engine sends highly styled, timed email requests after a purchase or completed appointment, so new reviews arrive without anyone remembering to ask.

02
Verified Native Reviews

Customers leave reviews directly on the website. Reviews tied to a real purchase or booking earn a Verified badge automatically, and hand-collected ones can be linked through a searchable booking picker.

03
Background Review Sync

Scheduled server-side jobs pull fresh Google and Facebook reviews into the same custom SQL tables as native reviews, so the page never waits on an external API.

04
Native Styling API

Review grids, scrolling rows, and badges inherit the site’s own colours, type, and rating marks through a live design panel, so every review looks on-brand instead of bolted on.

05
Integrated Live Chat

A lightweight chat module routes conversations straight into the WordPress backend, letting the business build trust in real time and drop a review link to a happy customer.

06
Sticky Trust Badge

A rating badge pinned to the corner of every page opens a pop-up of recent reviews that ships with the page itself. No extra request, no spinner, no failure state.

ALSO BUILT IN
Grid, List & Scrolling Layouts
Rating-Only or Reviews-Only Styles
Live Design Preview
Branded Email Templates
Send Delay Controls
Moderation Queue
Elementor Review Widgets
Shortcodes for Any Builder
+ many more
[ 03 ] THE IMPACT

What the client walked away with.

$1.2k+
/yr
Saved in reputation SaaS & widget fees

Commercial review platforms charge a premium to automate email requests and display your own social proof. Glow Reviews brings the entire reputation lifecycle in-house. It systematically generates new reviews, captures verified native feedback, and shows everything cleanly without third-party database bloat.

Automated Review Generation

Triggers timed email sequences to customers, turning recent sales and completed bookings into verified social proof on autopilot.

Native & Synced Ecosystem

Captures beautifully styled native reviews with verified badges while silently syncing external Google and Facebook data.

Zero Frontend Bloat

Renders custom review grids and the integrated live chat module entirely from the local database, eliminating heavy external HTTP requests.

[ 04 ] THE STACK

Under the hood.

01
PHP 8.1+ & Custom SQL Tables
02
Automated Email Trigger Engine
03
Native Styling API & Live Chat
04
REST API Integrations (Google/Facebook)
Fighting a plugin that almost fits?

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← Sonar SEO
FathomLMS →
fathom-lms-engine.php
  • IN ARCHITECTURE
PLUGIN 11 / 11

Fathom LMS.

#LMS
#E-Learning
#Architecture

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.

REEFWP

Part of ReefWP, my own plugin company. Included free for any client I build a website for.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

Legacy WordPress LMS plugins like LearnDash or LifterLMS are notorious for destroying database performance. They store every single course, lesson, topic, and quiz as a separate standard WordPress post type. For a course with 50 lessons, this creates a massive, tangled web of database bloat. Furthermore, creators are forced to buy the core plugin and then get nickel and dimed with expensive paid extensions just to accept Stripe payments, add simple gamification badges, or integrate quizzes.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I am currently architecting FathomLMS to completely bypass the standard WordPress meta tables. The entire learning environment runs on a proprietary custom database schema designed specifically for high-volume student concurrency and progress tracking. To modernize the course creation experience, the architecture includes a drag-and-drop visual curriculum builder that feels exactly like a premium SaaS product. It also features a native gamification engine and direct Stripe and PayPal integrations, completely removing the need to install WooCommerce or heavy payment add-ons.

CHECKOUT TO CERTIFICATE · ONE SYSTEM
01
→
Course Purchased
02
→
Student Enrolled
03
→
Lessons Unlock on Schedule
04
→
Quizzes, Points & Badges
05
✓
Certificate Issued
01
Custom Learning Schema

Courses, lessons, quizzes, enrollments, and progress live in dedicated SQL tables instead of thousands of posts, so a 50-lesson course is a few clean rows and progress saves instantly under heavy student load.

02
Visual Curriculum Builder

Drag-and-drop modules and lessons in one SaaS-style interface, with video, text, downloads, and quizzes edited in place instead of across a dozen WordPress screens.

03
Drip & Prerequisite Engine

Unlock lessons on a schedule or after a set number of days, require a quiz pass before moving on, and gate whole courses behind others to build real learning paths.

04
Native Quiz Engine

Multiple choice, true or false, short answer, and file-upload questions with pass marks, retake limits, timers, and randomized question banks, all included rather than sold as an add-on.

05
Gamification & Certificates

Points, badges, streaks, and leaderboards keep students moving, and branded PDF certificates with unique verification codes are issued automatically on completion.

06
Direct Monetization

One-time prices, payment plans, subscriptions, bundles, and coupons run straight through Stripe and PayPal with no WooCommerce layer in between.

ALSO BUILT IN · AND THE REST OF REEFWP
Student Dashboard
Resume Where You Left Off
Course Bundles
Memberships & Access Rules
Cohorts & Groups
Lesson Comments & Q&A
Instructor Accounts & Revenue Split
Assignments with Grading
Progress Reports & Analytics
Bulk Enroll & CSV Import
Video Progress Tracking
Drip Emails via Spout SMTP
Student Records in ReefCRM
Course Reviews via Glow
Live Sessions via Pulse Bookings
+ many more
PAYMENTS & MARKETING · NATIVE
Stripe logo
Stripe
PayPal logo
PayPal
Mailchimp logo
Mailchimp
ActiveCampaign logo
ActiveCampaign
Kit logo
Kit
MailerLite logo
MailerLite
[ 03 ] THE IMPACT

What the client walked away with.

$800+
/yr
Saved in LMS extensions & e-commerce bloat

Legacy e-learning plugins hold essential features hostage, forcing creators to buy premium add-ons for basic quizzes, certificates, and payment gateways. FathomLMS provides course creators with a lightning-fast, all-in-one digital academy while eliminating predatory recurring extension fees.

Zero Database Bloat

Custom SQL tables handle heavy student loads and progress tracking without turning the core WordPress database into a sluggish mess.

Visual Curriculum Builder

Replaces the clunky, disjointed WordPress page editor with a unified, drag-and-drop course mapping interface.

Native Monetization

Direct API integrations for Stripe and PayPal allow creators to sell courses instantly without relying on fragile e-commerce frameworks.

[ 04 ] THE STACK

Under the hood.

01
PHP 8.1+ & Isolated Application Shell
02
Custom SQL Database Schema
03
Native Gamification Engine
04
Stripe & PayPal API Integrations
Fighting a plugin that almost fits?

Send me your workflow on Upwork. I’ll map out the plugin your business actually needs.

Scope my plugin on Upwork ↗
← Glow Reviews
TMT Booking Ecosystem →
tmt-booking-engine.php
  • LIVE
PLUGIN 01 / 11

TMT Booking Ecosystem.

#Architecture
#Scheduling
#Automation

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.

[ 01 ] THE FRICTION

Off-the-shelf wasn't built for this.

Standard WordPress booking plugins are built for generic appointments and salons, not complex trail tourism operators. The client was wrestling with a bloated system that could not handle their intricate trip capacities, manual staff overrides, or automated follow-ups. Trying to force an off-the-shelf plugin to manage their trail ecosystem resulted in messy workarounds, slow page loads, and a frustrating administrative experience. They needed a scheduling engine built specifically for their operations.

[ 02 ] THE ARCHITECTURE

Engineered from a blank file.

I engineered a bespoke scheduling ecosystem split across two isolated but interconnected plugins to ensure maximum performance and modularity.

BOOKING TO BASECAMP · ZERO MANUAL STEPS
01
→
Date Picked
02
→
Capacity Checked
03
→
Paid via WooCommerce
04
→
Synced to Google Calendar
05
✓
Reminders & Trip PDF Sent
01
Native Elementor Integration

Instead of forcing the client to use clunky shortcodes, I built proprietary Elementor widgets (Customer Calendar, Staff Calendar, and Lead Capture Form) so they can drag and drop their booking UI directly into their page designs.

02
Proprietary Workflow Engine

I developed a custom status pipeline to handle active bookings, “On Hold” statuses, and “Past Trips”, paired with an internal email engine that automatically fires off trip reminders and departure details.

03
Advanced Scheduling & Sync

I built a dynamic date-picking engine with custom capacity rules that syncs directly with Google Calendar.

04
Staff Override Controls

I implemented dedicated manual entry dashboards, allowing staff to bypass standard rules, adjust capacities, and generate trip PDFs on the fly.

[ 03 ] THE IMPACT

What the client walked away with.

$800+
/yr
Saved in plugin licensing

Recreating this with off-the-shelf tools meant Gravity Forms, Gravity Flow and a stack of paid add-ons, some billed yearly and some monthly, and the calendar still wasn’t included. Even combined, that stack couldn’t do exactly what the client needed. The custom build replaced all of it with zero recurring fees.

Zero Off-the-Shelf Bloat

Replaced a slow, duct-taped system with a lightweight, trail-specific scheduling engine.

Massive Time Savings

Digitized manual staff entries and automated all transactional email workflows and PDF generation.

Total Ownership

Eliminated reliance on third-party SaaS booking subscriptions, giving the client full ownership of their infrastructure.

[ 04 ] THE STACK

Under the hood.

01
PHP (Dual-Plugin Architecture)
02
Elementor Widget API
03
WooCommerce Checkout API
04
Google Calendar API
05
Vanilla JS & Custom CSS
Fighting a plugin that almost fits?

Send me your workflow on Upwork. I’ll map out the plugin your business actually needs.

Scope my plugin on Upwork ↗
← FathomLMS
HPD Hiring Engine →