I started out at an agency in 2017, then realised about three years in that I was happiest when I was actually building things instead of managing teams. So I went freelance. That was January 2020, which turned out to be excellent timing for a career that required clients and terrible timing for basically everything else.
I specialise in WordPress and Elementor. I know that's not the trendy answer in 2026, everyone wants to hear Next.js or Astro or whatever JavaScript framework shipped last Tuesday, but WordPress still powers 40% of the web, and most of the businesses I work with need a CMS their team can actually use. Elementor gets a bad reputation because most Elementor sites are badly built, not because Elementor is bad. Used carefully, it's the most pragmatic tool for the job.
How I work
I work alone. One client, one developer, one point of contact. That has limits, I can't spin up a team for a three-month rush job, but it also means you're never handed off to a junior mid-project or stuck in a ticketing system when something urgent comes up.
I bill hourly, at a flat rate, with a log you can audit. No retainers, no packages, no 'premium tier' with faster response times. Everyone pays the same $55/hour and gets the same attention.
What I'm not
I'm not a designer. I can translate your designs faithfully and make sensible decisions when the spec is ambiguous, but I'll tell you to hire a real designer if that's what you need.
I'm not an SEO consultant, a content strategist, a Google Ads specialist, or a social media expert. I'll set up the technical foundations for those things to work, but the ongoing strategy needs someone whose full-time job it is.
I'm not cheap. $55/hour is reasonable for experienced WordPress work in the UK and US, but I'm not competing on price with developers charging $15 on Upwork. If that's the budget, we're not a fit, and I'd rather say so upfront.
Outside work
When I'm not working, I'm probably drumming in a punk band or out on a run. Neither is particularly good for my hearing or my knees, but both teach you the same lesson: showing up consistently over years is the only thing that produces real work. Same principle I try to apply to clients.
I live in Durban, South Africa. That's GMT+2, which means I overlap with UK mornings and US East Coast afternoons, enough to be present for meetings in both without destroying my sleep. Most of my clients never notice the timezone because I answer email and Slack throughout their working day.