I work in IT as a web developer and entrepreneur, running Fresh Web Services a company that specialises in web development and Magento sales optimisation.


After graduating from Cardiff University, I did a PhD in British history, & then worked as a uni lecturer in modern British & European history before changing career track and retraining as a Java programmer, getting a MSc from Birmingham University in 2000. Since then I’ve worked in a variety of roles (developer, senior developer, consultant, contractor, entrepreneur) in the public and private sectors.


Along the way I’ve gained a wide range of skills and experience which I bring to every project I’m involved in. These skills include programming, information architecture, search engine optimisation, business process management, as well as the ‘soft’ skills of client management and ‘getting along’ with people.

At the moment the focus of my work is as a conversion rate optimisation consultant, optimising sales for clients with Magento webshops. This involves SEO to improve rankings, increasing CTR, and then improving conversion rates. Sometimes this involves Magento development work, or template tweaks, etc.

As this is an ongoing effort, clients pay me by retainer to work a certain number of days per month on their Magento website. To date, I’ve managed to increase client sales by an average of 40%, some months by 100%!

Get in touch

Please feel free to contact me if you’d like to discuss getting me involved in one of your projects.

3 thoughts on “About

  1. Hi,

    My name is Michal and I am the Marketing Manager for Sortal Commerce we will be participating in the Magento Meet up this October and we will be in London before and after and are also setting up meetings with companies/individuals we believe we can work with. We would be happy to discuss further or to set a short meeting (even on the conference day).
    Thank you,

  2. Hi,

    I have read your article on “Writing a Joomla plugin” for Jomsocial Notify Adiministrator plugin. It was excellent and learned a lot from the post.

    I think this was written for Joomla 2.5

    Can you please give me plugin for Joomla 1.5?


  3. Hi Bala,
    Unfortunately I can’t help here – Joomla 1.5 is so old now & soon will probably no longer be supported. I’d advise updating to 2.5 asap.

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