Work

Client work, and what I actually built

A selection of projects I've worked on, from Shopify 2.0 migrations and custom WordPress plugins to performance and technical SEO. Each one covers what the client needed and what I built. Some client work is under confidentiality, so not every project is shown here.

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Featured Projects

A closer look at selected projects

Shopify Development OROS · Outdoor apparel
Shopify 2.0 migration

Technology

Shopify 2.0
Liquid
JavaScript
CSS
HTML

Tools

Claude
VS Code
Shopify CLI
GitHub
Chrome DevTools

Rebuilding a premium apparel store on Shopify 2.0

Migrated OROS, a technical outdoor apparel brand built around its SOLARCORE® insulation, from a Shopify 1.0 theme to Online Store 2.0. I rebuilt the product pages, collections, responsive layouts and custom store features in Liquid, JavaScript and CSS as reusable sections and blocks instead of third-party apps, keeping the brand's design intact. I used Claude to analyse the old theme code and speed up development and troubleshooting, and reviewed and tested every change myself. The result is a storefront that is easier to maintain and ready to grow.

OROS Shopify 2.0 homepage with the hero banner and main navigation

OROS product page for the Apex Orion Parka with colour and size selectors

OROS New Arrivals collection page with filters and product grid

Shopify Development Fore Fathers · Family apparel
Shopify 2.0 + WordPress

Technology

Shopify 2.0
Liquid
JavaScript
CSS
HTML
WordPress

Tools

Claude
VS Code
Shopify CLI
GitHub
Chrome DevTools

Moving a family apparel brand to Shopify 2.0, with WordPress for content

Fore Fathers sells apparel for dads and families, from men's polos, hats and socks to Daddy & Me matching sets and bundles. I migrated their Shopify store from a 1.0 theme to Online Store 2.0 and customised the storefront with my own Liquid, JavaScript and CSS where that fit better than an app. WordPress stayed the home for the brand's blog and content, and Shopify became the store. I migrated the existing content as part of the move and mapped product links and redirects so existing URLs still lead to the right Shopify products and collections. AI-assisted tools were part of my workflow for code analysis and troubleshooting, and the implementation decisions were mine.

Fore Fathers homepage with the Match Your Mini hero and best sellers

Fore Fathers product page for the Turf Dad polo with a Daddy & Me matching bundle

Fore Fathers Hats & Socks collection page with product grid

From Figma to a custom Shopify 2.0 store with a dynamic product page

Daytrip handed me a complete design in Figma, and I built it as a custom Shopify 2.0 theme instead of adapting an off-the-shelf one: the homepage, collection pages and a heavily customised product page, responsive across desktop, tablet and mobile. The product page was the main technical piece. Switching a variant doesn't just change the price. It also updates the background colour and section-specific content on the page. I built that with Shopify's Section Rendering API: when the variant changes, my JavaScript requests the affected sections rendered for that variant and swaps them in without a page reload, so everything still comes from Shopify's own Liquid templates. I also made the store ADA compliant for accessibility.

Daytrip homepage with the Happier is Healthier hero banner

Daytrip product page for Blackberry sparkling water with variant swatches and a matching purple background

Daytrip Other Ways to Daytrip collection grid linking to sparkling water, gummies, soda and merch

Connecting Gravity Forms to Advyzon and Wealthbox with a custom plugin

The client needed Gravity Forms submissions sent to two CRMs, Advyzon and Wealthbox, and neither Zapier nor any existing integration could handle what they needed. So I built a WordPress plugin from scratch. It picks up each submission, maps the form fields to the right fields in each CRM, and sends the data directly to the Advyzon and Wealthbox APIs. Each CRM has its own integration logic, and there's no third-party automation service in between.

Diagram of the custom WordPress plugin sending Gravity Forms submissions to Advyzon and Wealthbox

Plugin settings screen mapping Gravity Forms fields to Wealthbox custom fields

Main PHP file of the custom Wealthbox and Advyzon plugin in the WordPress plugin editor

Technical work on an online coffee store: speed, QuickBooks and SEO

Those Coffee People sells farm-direct Colombian coffee online. My work here was on the technical side, not the design. I optimized the site's loading speed and performance, and it now scores around 65 on mobile and 92 on desktop in Google PageSpeed. I connected the online store to QuickBooks so the store and the accounting system can talk to each other. I also cleaned up technical SEO issues across the site, fixing broken links, 404 errors and URLs that pointed to the wrong place.

Those Coffee People homepage with the Green & Roasted Colombian Coffee hero

Google Search Console performance report for thosecoffeepeople.com

Google Search Console Insights page for thosecoffeepeople.com with top content

More Work

A few more, in the client's words

Restaurant · Porto

Found on Google Maps

Optimized the Google Business Profile and worked on local SEO so new customers could actually find the restaurant when searching nearby.

"Sam helped us greatly improve our presence on Google. He optimized our Google Business Profile, worked on local SEO, and improved our visibility on Google Maps. Today it's much easier for new customers to find our business."

Google Business Profile

Local business · Vila Nova de Gaia

Showing up in local search

Worked through the Google Business Profile, services, and categories alongside local SEO, and set out a clear plan the owner could follow.

"We were struggling to show up in local searches. Sam worked on our Google Business Profile, services, categories, and local SEO. He explained everything simply and gave us a clear strategy to improve our online visibility."

Local SEO

Beauty salon · Vila Nova de Gaia

A more professional presence

Built a fast, mobile-friendly website and tidied up the Google Business Profile so the salon looked the part online.

"We needed a more professional website and a stronger online presence. Sam built a modern, fast, mobile-friendly site and also improved our Google Business profile. He was very professional throughout the whole project."

Websites

Barber shop · Porto

Understanding how customers search

Worked on the Google Business Profile and local SEO, and walked the owner through how people actually search for a barber nearby.

"Sam did excellent work on our Google Business Profile and local SEO. He also helped us understand how customers search for services like ours on Google. We now have a much more professional online presence."

Local SEO

All reviews shown here are real Google reviews, reproduced word for word. You can find more on my Google review profile.

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