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, HubSpot CMS, Craft CMS, Shopify, Squarespace, WooCommerce, Strapi, Contentful, Sanity.
- Webflow
- Framer
- Wix Studio
- WordPress
- HubSpot CMS
- Craft CMS
- Shopify
- Squarespace
- WooCommerce
- Strapi
- Contentful
- Sanity
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.
Twelve 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 run the marketing side of the web. Custom themes, blocks, ACF, HubL modules, Twig templates, and CRM-tied content ops when it earns its keep.
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WordPress
- Years
- 9+
- Shipped
- 200+
Custom block themes, Gutenberg blocks, ACF, headless WP
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HubSpot CMS
- Years
- 4+
- Shipped
- 15+
HubL templates, custom modules, CRM-tied marketing sites at scale
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Craft CMS
- Years
- 3+
- Shipped
- 10+
Twig templating, Matrix fields, premium content modeling for agencies
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
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Sanity
- Years
- 3+
- Shipped
- 12+
GROQ queries, customized Sanity Studio, real-time collaboration
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 marketing teams.
WordPress · HubSpot CMS · Craft CMS
Custom themes, blocks, ACF, HubL modules, Twig templates. CRM-tied content where it earns its keep — never sold from a builder.
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 · Sanity · 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.
Different stacks. Same standard.
A spread on purpose — Shopify, WooCommerce, Webflow, headless WP, Framer, Contentful + Astro. Same level of craft, every time.
WordPress · WooCommerce
I Am Kratom
Strain catalog as visual IA · 45-state legality map · lab tests on every PDP · same-day shipping promise elevated to hero
View case study
Shopify
SupaVapes
5 product categories as IA · 1000+ reviews surfaced · age-gated checkout · regional-compliance shipping live · adult-vaper visual register
View case study
WordPress · WooCommerce
Love CBD
Manufacturer credibility surfaced · 7 product ranges with editorial treatment · sample-pack flow live · 5,000+ reviews on hero
View case study
Shopify
MA Switzerland
4-language site live (DE/FR/IT/EN) · Shopify Markets for jurisdiction rules · CBD cosmetics + cannabis flower under one premium brand · cross-border-ready
View case study
Prismic · Next.js
Sunnyside
Multi-state catalog architecture · Lighthouse mobile 90+ · state-aware browsing · headless decouples marketing from POS · organic search performance restored
View case study
WordPress
MarketingOps (MO Pros)
5+ membership offerings legible on homepage · MOps-Apalooza modular conference system · 5 named sponsor logos surfaced · community-first IA
View case study-
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, HubSpot CMS, Craft CMS, Squarespace. Block-based, accessible, performance-budgeted, no builders.
Most engagements · 3–10 weeks -
03
Headless / Jamstack builds
Strapi, Contentful, Sanity, 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, WordPress→Sanity, legacy→HubSpot, 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, HubSpot CMS, Craft CMS, Shopify, Squarespace, WooCommerce, Strapi, Contentful, Sanity — 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
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- Platforms mastered
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- Projects shipped
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- Direct clients
What clients across every CMS say.
These guys are awesome. They can build anything you like and fast! Very happy with the quality of their work.
I've had the pleasure of working with Yax and have consistently been impressed by his responsiveness, professionalism, and willingness to go the extra mile. He approaches every challenge with a problem-solving mindset, communicates clearly, and delivers dependable results. Yax is reliable, thoughtful, and easy to collaborate with, which makes him an asset to any team or project.
I worked with Yax and his team for 2.5 years and they were exceptional. Despite our time difference, Yax was always very responsive. I'm not very versed in website development, so Yax did a great job explaining things and providing great recommendations throughout the websites we developed. Not only is Yax very knowledgeable, but he's also a very caring business partner.
My team has worked with Yax for about a year and a half. He's incredible with communication, organization, and making sure that web projects stay on track. He's always checking in with me to see how things are going and if there is anything else he can do to make our client experience better. I highly recommend working with Yax.
We have been working with Yax and his team for about a year now and are very happy with the work they have produced for us. Yax and team are very well versed in all things to do with websites and are quick to come up with solutions and recommendations. All requests are responded to in a timely manner and the work gets done quickly thereafter.
Yax has been wonderful to work with. He keeps projects running smoothly and handles the unexpected with ease. Even with multiple web projects running at once, he keeps his team aligned and on schedule. His background in programming shines as he leads his team and ours through projects. He explains difficult concepts in a way that makes them easy to understand, while giving encouragement along the way.
We have worked with Yax on several projects. He's always quick and responsive and has delivered excellent work.
I have been working with Yax for the past 12 months and am very impressed on various levels. His knowledge of the industry and the available tools is excellent — he will listen, digest and understand your needs to provide the best solution. He is flexible: we all know projects can go sideways, and Yax and his team have always been here to help.
Teaming up with Yax continues to be a wonderful and productive partnership. Thoughtful deliberation on how best to address a web redesign. Check. Flexible enough to address an unplanned, urgent client deliverable. Check. A positive outlook that threads throughout every project. Big check. Yax continues to deliver time after time and has become a trusted partner for my business.