01
Right tool · Right job
Platform-agnostic by design
I pick the right CMS for the project — not the project for the CMS. No bias, no recurring license, no platform sales pitch.
Senior CMS Developer · 9+ years
Every CMS. One Expert.
Yax Shah builds conversion-focused, performance-obsessed websites and storefronts on every major platform — Webflow, Framer, Wix Studio, WordPress, Drupal, Joomla, Shopify, Squarespace, WooCommerce, Strapi, Contentful.
- Webflow
- Framer
- Wix Studio
- WordPress
- Drupal
- Joomla
- Shopify
- Squarespace
- WooCommerce
- Strapi
- Contentful
Senior craft. No platform politics. Outcomes you can measure.
02
CRO across 11 stacks
Conversion is the brief
Beautiful is table stakes. Every section is built around the metric that matters: signup rate, AOV, qualified inbound, completion of the next step.
03
Core Web Vitals first
Performance, non-negotiable
Lighthouse 95+ baseline. Sub-2s LCP. Sub-0.05 CLS. Hand-rolled JS, deferred scripts, edge-cached assets.
04
Hand-built, on purpose
Custom, not patched
Custom themes, blocks, plugins, headless front-ends. No page builders. No 47-plugin Frankensteins. No bloated premium themes.
05
Enterprise & B2B
Built for complexity
Multi-region B2B catalogs, tiered pricing, SSO, headless commerce, ERP sync — the work most freelancers won't take on.
06
Senior, not surface
9+ years. Hundreds shipped.
Quiet decade of work across agencies, founders, and direct enterprise — not a portfolio of reskinned templates.
Eleven platforms. Four categories. One opinionated craftsman.
Most agencies pick a stack and force every client into it. I went the other way — went deep in every platform that mattered, so the recommendation is honest. Hover any platform to see the receipts.
01
Visual & front-end focused
Production-ready visual development with Figma-grade design fidelity. No-code where it accelerates; custom where it counts.
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Webflow
- Years
- 7+
- Shipped
- 60+
Responsive, CMS-driven marketing sites & complex animations
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Framer
- Years
- 3+
- Shipped
- 20+
High-end animated launches with motion-first IA
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Wix Studio
- Years
- 4+
- Shipped
- 25+
Drag-and-drop builds that scale to 10M+ items
02
General purpose & flexible
Foundational platforms that power 50%+ of the web. Custom themes, blocks, ACF, multisite, headless front-ends — all on the table.
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WordPress
- Years
- 9+
- Shipped
- 200+
Custom block themes, Gutenberg blocks, ACF, headless WP
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Drupal
- Years
- 5+
- Shipped
- 15+
Enterprise-grade, secure, complex content models
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Joomla
- Years
- 4+
- Shipped
- 12+
Content-heavy publishing & community sites
03
eCommerce & specialized
Storefronts that sell. Conversion-tuned theme code, performance budgets, A/B-ready instrumentation, and headless commerce when it earns its keep.
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Shopify
- Years
- 6+
- Shipped
- 70+
Custom Liquid themes, Hydrogen, Shopify Plus, Sections everywhere
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Squarespace
- Years
- 5+
- Shipped
- 30+
High-end aesthetic builds for brand-led D2C
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WooCommerce
- Years
- 7+
- Shipped
- 45+
Full WP+Woo with subscriptions, B2B tiers, ERP sync
04
Headless & developer-friendly
API-first stacks with custom front-ends in Next.js, Astro, or SvelteKit. Structured content, edge-first delivery, instant authoring.
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Strapi
- Years
- 3+
- Shipped
- 12+
Custom headless backends with role-based content workflows
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Contentful
- Years
- 4+
- Shipped
- 18+
Structured content, multi-locale, marketing ops scale
CMSEXPERTDEV
Sites that feel inevitable
Built at sixty frames a second. Shipped without a single page-builder shortcut. This is the part of the work that doesn't show up in a metric — but the visitor feels it instantly.
01
Visual & Front-End
Designed at sixty frames a second.
Webflow · Framer · Wix Studio
For brands where the first three seconds decide everything. Production-ready visual development with Figma-grade fidelity.
02
General Purpose
The platforms quietly running the web.
WordPress · Drupal · Joomla
Custom themes, blocks, ACF, headless setups. Where 40% of all sites live, and where most agencies still half-do the job.
03
eCommerce
Stores built for the conversion.
Shopify · Squarespace · WooCommerce
Custom Liquid themes, Hydrogen, B2B catalogs, subscription stacks. CRO-instrumented from the first commit.
04
Headless
Decoupled. Edge-cached. Editor-friendly.
Strapi · Contentful · Headless WP
Structured content workflows behind Next.js, Astro, or SvelteKit. Built so marketing ships without engineering bottlenecks.
A site shouldn’t ask the visitor to wait. Ever.
LA
HA
NO
PE
ST
VE
Different stacks. Same standard.
A spread on purpose — Shopify, WooCommerce, Webflow, headless WP, Framer, Contentful + Astro. Same level of craft, every time.
LA
Lattice & Lume
- Problem
- Premium home-fragrance D2C brand stuck at 1.6% CVR with a $52 AOV ceiling.
- Approach
- Custom Liquid theme rebuild, sectioned PDP, bundle logic in JS, image pipeline overhaul.
- Result
- +74% CVR · +38% AOV · LCP 1.4s
NO
Northwind Wholesale
- Problem
- B2B distributor with 18,000 SKUs, tiered pricing, NET-30 terms, Salesforce sync.
- Approach
- WP+Woo with custom B2B plugin layer, headless catalog cache, ACF-driven content ops.
- Result
- 7× faster catalog · $2.1M attributed in Y1
ST
Studio Mira
- Problem
- Boutique architecture firm needed a portfolio that felt like the buildings.
- Approach
- Webflow CMS, GSAP scroll choreography, custom cursor, project case-study system.
- Result
- 4× inbound · Awwwards SOTD
HA
Halcyon Health
- Problem
- Healthcare publisher with 1,400 articles, slow CMS, weak Core Web Vitals.
- Approach
- WordPress backend + Next.js front-end on Vercel, ISR, edge cache, schema.org medical content.
- Result
- CWV: green · LCP 1.1s · +52% organic
PE
Petalcraft
- Problem
- DTC florist launching nationally needed a poetic, motion-led marketing site fast.
- Approach
- Framer build with custom Code Components, Stripe checkout via embed, GA4 events.
- Result
- Shipped in 11 days · 6.2% landing CVR
VE
Veridian Labs
- Problem
- Climate-tech B2B with 6 product lines and a multi-locale ambition.
- Approach
- Contentful structured content, Astro front-end, Cloudflare Pages, multilingual content ops.
- Result
- Lighthouse 100 · 9 locales · 0 build failures
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01
CMS strategy & platform selection
I audit goals, team, content ops, integrations, and budget — then recommend the platform that earns the work, not the one I want to build on.
Pre-build advisory · 1–2 week engagements -
02
Custom theme & template development
Hand-coded themes for WordPress, Shopify, Drupal, Joomla, Squarespace. Block-based, accessible, performance-budgeted, no builders.
Most engagements · 3–10 weeks -
03
Headless / Jamstack builds
Strapi, Contentful, headless WP backends paired with Next.js, Astro, or SvelteKit. Edge-first delivery, ISR, structured content workflows.
When the team has React/Vue capacity -
04
eCommerce builds & optimization
Shopify Liquid + Hydrogen, WooCommerce, custom B2B layers. Conversion audits, A/B-ready instrumentation, theme performance work.
D2C launches · B2B re-platforms -
05
Performance & Core Web Vitals
Lighthouse 95+ as the floor. LCP, CLS, INP, TBT — fixed at the code level, not by stuffing in another caching plugin.
Audits or remediation sprints · 1–4 weeks -
06
CMS migrations & re-platforming
WP→Shopify, Squarespace→Webflow, Drupal→headless, monolith→Jamstack. Content modeling, redirects, SEO continuity, no-downtime cutovers.
When the platform is the bottleneck -
07
White-label development for agencies
I become your senior CMS bench. NDA-friendly, on-brand commits, agency-side reviews, predictable shipping cadence.
Ongoing partner relationships
A short, opinionated process. Built around shipping.
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01
Discovery
Goals, audience, content, integrations, budget, timeline. The conversation where we figure out if I'm the right fit before we both spend more time.
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02
Platform recommendation
Honest CMS pick — the one that fits your team, your scale, your roadmap. Written rationale, no platform sales pitch.
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03
Design direction
Wireframes, design system tokens, two visual directions. Tight feedback loop in Figma. Sign-off before a single line of code.
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04
Build
Hand-coded blocks, sections, templates. Live staging URL from day three. Async demo videos every Friday.
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05
Optimize
Lighthouse, Core Web Vitals, accessibility audit, schema, OG tags, redirect map. Nothing ships at < 95.
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06
Launch
DNS cutover, monitoring, analytics QA, sitemap submission. I'm on call for the first 48 hours, no exception.
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07
Ongoing support
Monthly retainer for performance monitoring, content ops, new sections, A/B tests. Not required — most clients self-serve after handover.
About Yax
Start the conversation
I don’t pick a stack first. I pick the right one for you.
I’m Yax. I’ve spent the last nine years inside the CMS landscape — Webflow, Framer, Wix Studio, WordPress, Drupal, Joomla, Shopify, Squarespace, WooCommerce, Strapi, Contentful — building websites and storefronts for D2C brands, B2B distributors, agencies, and founders.
I’m a senior IC developer, not a generalist freelancer. I write the code, ship the work, and stay around for the unglamorous post-launch performance work. No subcontractors. No surprise tickets. No platform politics.
If you don’t know which CMS to pick, that’s the conversation we should be having.
- 0+
- Years in CMS dev
- 0
- Platforms mastered
- 0+
- Projects shipped
- 0+
- Direct clients
What clients across every CMS say.
We had three Shopify themes burn us before Yax. He rebuilt our store in custom Liquid in five weeks, our LCP dropped to 1.4s, and we hit a 74% lift in conversion. He is genuinely the best CMS developer I have worked with — and I have worked with a lot.
Yax took our 18,000-SKU B2B catalog from a six-second-load WooCommerce mess to an actual sales tool. Tiered pricing, NET-30 logic, Salesforce sync — none of it tripped him up. Two million in attributed revenue in year one.
I came in expecting a "Webflow guy." I got a designer-developer who actually understood architecture references. The site landed Awwwards SOTD and our inbound quadrupled. Worth every email.
We needed someone fluent in both WordPress's reality and Next.js's ergonomics. Yax delivered a headless setup our editorial team actually understood, and our Core Web Vitals turned green for the first time in two years.
Eleven days from kickoff to launch. The site has never looked like a Framer template. Yax knew exactly which Code Components to build to make the brand feel custom. 6.2% landing CVR in week one.
Nine locales, two product lines, zero build failures. He set up our content model in Contentful so cleanly that our marketing team has shipped a dozen pages without engineering since.