Ross Dalangin

WordPress Developer (Theme & Plugin Specialist) & Native PHP / Lead Gen Engineer

Full-Stack Developer specializing in custom WordPress theme & plugin engineering, native PHP web applications, technical SEO, and high-converting lead generation systems.

Engineering Journey & Background

With over 25 years in software development—ranging from enterprise financial software to custom WordPress studio engineering—I build high-performing digital systems that merge clean PHP code with technical SEO and automated lead generation.

While my primary expertise is custom WordPress theme development and plugin engineering, I also love coding native PHP web applications from scratch without relying on heavy frameworks. Across roles at CloseClient, Digital Sapien Interactive, StewArt Media, and WebDevelop.com, I have built lead generation funnels, driven 40–60% MoM organic traffic growth, and reduced load times by up to 80%.

Specialties & Engineering Stack

Primary Focus: Bespoke WordPress Theme Development & Custom Plugin Architecture.
Native PHP Love: Standalone PHP application development, custom REST APIs, and MySQL queries.
Lead Generation: High-converting funnel design, native CRM integrations, REST webhooks, and lead automation.
Technical SEO & Performance: Schema JSON-LD, Core Web Vitals, GTM/GA4, and sub-second rendering.

Development Philosophy & Code Standards

WordPress as an Application Platform

Avoid commercial page builders and bloated plugins. Build custom themes and plugins using native WP hooks, taxonomy APIs, and sanitized metadata.

Performance & Accessibility First

Optimize Core Web Vitals, reduce third-party requests, enforce WCAG 2.2 AA accessibility, and target sub-second initial load speeds.

Security & Sanitization

Strict output escaping, prepared SQL queries via $wpdb, nonce verification for state changes, and capability-based authorization.

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