Project Role: Lead Developer & Performance Strategist

Project Overview:
I carried out the end-to-end development, optimisation, and management of Builders Megastore’s WordPress + WooCommerce platform. The site functions as a comprehensive builders’ merchant e-commerce store serving both trade and retail customers across London, stocking materials like bricks, insulation, sheet goods, timber, and fixings.
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Key Achievements & Responsibilities:
Managed the complete development pipeline — from theme creation and plugin customisation to technical troubleshooting and continuous maintenance.
Improved overall site performance: boosted speed metrics significantly and met Core Web Vitals standards to elevate user experience and search visibility.
Drove organic growth by optimising SEO elements (on-page, technical, and content) — achieving first-page rankings and securing top 5 placements for high-volume keywords.
Directed digital acquisition efforts: designed and ran Google Ads campaigns focused on conversions and lead generation.
Monitored site and campaign data via Google Analytics and Search Console; derived insights and executed optimization strategies to increase engagement and sales.
Maintained product catalogues, categories, and WooCommerce settings to ensure seamless shopping experiences.
Collaborated cross-functionally with marketing, design, and operations teams to align site strategy with business goals.

Impact:
Through these efforts, the site achieved faster load times, improved conversion rates, and increased organic traffic — translating directly into stronger sales and a better customer experience.

Full Website Development & Management | WordPress | Multi-Site Ecosystem

I worked with a Saudi-based client to design and develop a suite of six professional websites in Wordpress across various sectors, including technology, AI, law, education, and innovation. Each site was built with a focus on usability, speed, and modern design, ensuring a consistent digital identity across the group while tailoring content and functionality to each brand’s purpose.

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Industry: Media & Knowledge Hub
Role: Full Website Development
A content-driven platform designed to provide reliable information and insights. I developed a clean and structured layout optimised for readability, SEO, and seamless user navigation.

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Industry: Legal Services
Role: Website Design & Development
Developed a professional and trustworthy website for a law services brand. Focused on clarity, responsive design, and an intuitive contact system to encourage client inquiries.

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Industry: Technology & Innovation
Role: WordPress Development & Custom UI
Created a visually engaging and bilingual website highlighting advancements in robotics and automation. Integrated custom layouts and media features to showcase projects effectively.

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Industry: Business & Investment
Role: Website Design & Optimisation
Built a sleek, corporate-style website for an investment firm. Ensured the design balanced professionalism with modern aesthetics, integrating performance optimisation and analytics setup.

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Industry: Artificial Intelligence
Role: Full Website Development
Developed a futuristic, AI-focused site emphasising innovation and simplicity. Implemented fast-loading visuals, structured sections, and clear call-to-actions to improve engagement.

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Industry: Non-Profit & Education
Role: End-to-End Development
Built a multilingual, mission-driven website for an educational organisation. Focused on accessibility, content organisation, and a seamless experience across all devices.

ASTI, an established educational institute for engineering in Dubai, has been a trusted name in technical education since 1995. Known for its commitment to excellence and innovation, the institute approached me to improve its digital presence and enhance lead generation through social media and online advertising.
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Challenges
Outdated Digital Presence: ASTI’s existing social media content and online campaigns needed a refresh to appeal to modern audiences.

Lead Quality Issues: Previous advertising efforts generated leads that often lacked the quality necessary for effective enrollment conversions.

Website Maintenance: The institute’s website required regular updates to ensure it aligned with ongoing campaigns and provided an optimized user experience.

Objectives
Modernize ASTI’s social media and advertising strategies to align with its legacy and appeal to today’s prospective students
Drive quality leads and improve enrollment conversion rates while optimizing advertising budgets.
Ensure seamless website functionality to support ongoing marketing initiatives.

MY Approach

1. Graphic Design and Video Editing
   Created visually engaging graphics and videos tailored to highlight ASTI’s engineering programs, legacy, and success stories.
   Produced content that resonated with the target audience, focusing on the institute’s achievements and student testimonials.

2. Paid Advertising Campaigns
   Managed paid advertising campaigns on Meta (Facebook & Instagram) and Google, optimizing for lead generation and enrollment goals.
   Conducted daily monitoring of key performance indicators (KPIs) such as cost-per-click (CPC), click-through rates (CTR), and lead conversion rates.
   Introduced A/B testing for ad creatives and audience targeting, ensuring continuous improvement in campaign performance.
   Focused on generating high-quality leads by refining audience demographics and interests to align with the institute’s core offerings.
   Achieved more quality leads and improved conversions while reducing the overall advertising budget.

3. Website Maintenance
   Regularly updated the website to ensure program details, admissions information, and contact options were accurate and user-friendly.
   Enhanced website navigation and integrated landing pages to align with active ad campaigns, streamlining the lead conversion process.

Results
Enhanced Engagement: Social media content saw a significant increase in engagement, attracting a wider audience of prospective students.
Improved Lead Quality: Campaign optimizations led to a noticeable improvement in the quality of leads, resulting in higher enrollment rates.
Cost Efficiency: Reduced the cost-per-lead while increasing the volume of meaningful inquiries, achieving better ROI on advertising spend.
Optimized Website: A well-maintained website supported marketing efforts by providing a seamless user experience, boosting overall conversions.

TrendTorch is a recently established digital marketing firm based in Dubai, committed to delivering innovative marketing solutions. As a new player in the industry, TrendTorch sought to build a modern, creative, and visually striking online presence to reflect its fresh and dynamic approach.
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Objectives
Develop a modern, creative, and fully functional website that embodies TrendTorch’s brand identity.
Create a visually appealing and user-friendly design to attract clients and showcase the firm’s services.
Design a unique logo that represents the brand’s mission and values.

Challenges
From Scratch: Being a newly established firm, TrendTorch required everything from branding to web development.
Creative Excellence: The website needed to stand out in the competitive digital marketing industry with a design that was both professional and innovative.
All-in-One Role: The project demanded expertise in content writing, graphic design, and backend development to bring the vision to life.

My Approach

1. Logo Design
   Designed a sleek, modern logo that encapsulates TrendTorch’s mission of igniting brands through innovative digital marketing.
   Incorporated vibrant and dynamic elements to convey energy and creativity.

2. Website Development
   Frontend Design: Crafted a visually stunning, responsive layout with intuitive navigation. The design focused on creativity and functionality, ensuring an excellent user experience across devices.
   Content Writing: Wrote engaging and informative content tailored to highlight TrendTorch’s services, values, and unique approach.
   Graphic Design: Designed bespoke graphics and visuals to enhance the website’s appeal, making it stand out in a crowded industry.
   Backend Development: Built a robust backend system to ensure seamless functionality, including smooth transitions, fast load times, and easy scalability for future growth.

3. Creative Features
   Integrated interactive elements, such as animated transitions and hover effects, to elevate the user experience.
   Developed a portfolio section to showcase TrendTorch’s projects and achievements, reflecting the firm’s expertise and professionalism.
   Included a blog section to support content marketing strategies, helping establish TrendTorch as a thought leader in digital marketing.

Results
Unique Website: Delivered a one-of-a-kind website that perfectly matched TrendTorch’s vision, blending creativity with modern design principles.
Striking Brand Identity: The logo and design elements effectively communicated TrendTorch’s dynamic personality and innovative approach.
Positive Feedback: The website received praise from the TrendTorch team and their early clients for its visual appeal, functionality, and ease of use.
Future-Ready: The scalable backend structure ensured the website could grow alongside the business.

MyAUPS is a prominent study abroad consultation company, specializing in guiding students through university applications, visa processes, and career planning. To better serve students worldwide, MyAUPS needed a robust, dynamic, and scalable website with a sophisticated backend to handle complex functionalities.

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Challenges
Complex Backend Requirements: The project demanded an advanced backend to support features such as appointment scheduling, dynamic program listings, user data management, and administrative controls.
Dynamic Content Management: The website required automated and user-friendly systems to update program details, student data, and resources dynamically.
Scalable Hosting Solution: The platform had to be hosted on AWS to ensure reliability, high performance, and the ability to handle growing user traffic.

Objectives
Build a dynamic, interactive, and professional website tailored to MyAUPS’s services.
Develop a backend capable of managing complex functionalities and ensuring seamless user experiences.
Host the website on AWS to provide scalability, security, and reliability.

My Approach

1. Frontend Design
   Designed a modern, responsive interface using HTML, CSS, and JavaScript, ensuring accessibility across devices.
   Focused on a user-friendly design to simplify navigation and ensure students could easily explore services, programs, and resources.

2. Complex Backend Development
   Dynamic Program Listings:
   Developed a system to display and update country-specific programs, with advanced search and filter options to help students find suitable opportunities.
   Appointment Management System: Created a consultation scheduling feature with options for students to book sessions, integrated with automated email notifications for confirmations and reminders.
   Secure User Management:
   Designed a secure login system for students to track their inquiries and bookings.
   Built an admin panel for MyAUPS staff to manage programs, student inquiries, appointments, and website content efficiently.
   Database Integration:
   Leveraged MySQL for structured and scalable data management, enabling real-time updates and secure storage of sensitive user information.
   Automated Reporting: Integrated backend tools to generate reports on user activity, program popularity, and appointment statistics, aiding in decision-making.

3. Hosting and Deployment
   AWS Infrastructure:
   Deployed the website on AWS EC2 instances to ensure scalability and consistent uptime.
   Configured Route 53 for domain management and added security layers like SSL encryption to protect user data.
   Used load balancing and regular backups to ensure reliability and minimize downtime risks.