Project

AdvisorSmith

Small Business Resource Hub

AdvisorSmith was looking for an experienced WordPress developer to help build a leading hub for insurance information on the web. During the multi-year relationship, I supported the editorial team's evolving content strategy with custom theme, plugin, and block editor development, implemented a site-wide redesign and refactoring initiative, and conducted a performance audit resulting in a 67% improvement to Core Web Vital scores. Following two years of intense growth and development, the site was successfully acquired by Embroker.

Technologies Used
  • WordPress
  • Cypress
  • Figma
  • JavaScript
  • CSS
  • PHP
  • Webpack
  • AMP
  • GTM
  • GA
  • Git
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Details

  • Handled all WordPress development during the companies hypergrowth phase, resulting in a successful acquisition by Embroker.
  • Coordinated with the Editorial team to plan and build custom WordPress plugins and content editor blocks, supporting an always-evolving content strategy.
  • Implemented a site-wide redesign and refactored the legacy codebase, removing technical debt and 2400+ lines of dead code.
  • Audited page performance and implemented optimizations resulting in a 67% improvement to Core Web Vitals scores, and a 47% network payload reduction.
  • Managed hosting infrastructure and application deployments with 99.99% SLA.
  • Built an E2E test suite with Cypress, ensuring critical site functionality with 90% coverage of key features.
  • Implemented custom Google Analytics event tracking and A/B tests with GTM and Optimize.