About
I'm Ali Fatehi, a freelance web developer.
I designed and built this website myself — from content architecture and UX to implementation and performance optimisation.
I started with WordPress and a large part of my work is still WordPress — but not at the install-a-theme level. I work with core, hooks and filters, write custom plugins, and open WooCommerce up as far as needed to change how it behaves.
Alongside that I build with Next.js and React, front and back. I use Python for data work and automation, and I'm comfortable in MySQL and PostgreSQL — which in practice means that when a site is slow, I know the problem isn't always on the front end.
What interests me most is speed. Core Web Vitals aren't a decorative score; they're a direct measure of whether a visitor stays or leaves. That's why I record the before and after numbers on every project I take.
This site is deliberately built to be its own portfolio piece: no purchased theme, no unnecessary libraries, bilingual from the ground up with CSS logical properties, and a Lighthouse score you can run yourself right now.
Areas
WordPress & WooCommerce
- Core, hooks and filters
- Custom plugin development
- Bespoke themes, no page builder
- WooCommerce at scale
- REST API and WP-CLI
JavaScript & TypeScript
- Next.js App Router
- React and Server Components
- TypeScript in strict mode
- Chrome extensions on Manifest V3
Backend & data
- PHP
- Python
- MySQL and query optimisation
- PostgreSQL
- Schema design and migration
Performance & technical SEO
- Core Web Vitals: LCP, INP, CLS
- Performance budgets and profiling
- Multi-layer caching
- Structured data and JSON-LD
Something to build together?
If you have a project that matches this, I'd like to hear about it.