People ask what I actually do. Fair question — “full-stack developer” means nothing to a salon owner whose booking link broke three vendors ago.
Here's the plain version: I fix and build websites, WordPress sites, WooCommerce and Shopify stores, and custom web/mobile apps when a template stops being enough. You talk to me. I write the code. I explain what broke in English, not jargon.
What business owners actually hire me for
- WordPress rescue — plugin conflicts, slow mobile, forms that don't send, the site your last guy abandoned.
- Store fixes — checkout errors, payment gateways, product pages that don't convert.
- Honest second opinions — you're not sure if you're being overcharged. Show me the site; I'll tell you what's real.
- Custom builds — booking tools, dashboards, apps when you outgrow Squarespace.
See the before/after samples on the portfolio and the case study on the homepage. Those are design samples with real build process — not stock mockups.
How AI supercharges my work (without putting robots on your site)
I use AI the way a good carpenter uses power tools — not to skip the craft, but to ship faster and catch mistakes earlier. My stack includes Cursor for engineering, agent workflows on my own VPS, and memory systems so context doesn't reset every session.
What that means for you:
- Faster debugging — I trace WordPress and WooCommerce issues in hours, not weeks of back-and-forth.
- Better QA — automated visual checks before I hand you a link, so mobile layout surprises are caught early.
- Less billable busywork — AI handles boilerplate; my time goes to the parts that need a human who understands your business.
- No chatbot cosplay — I'm not slapping “AI-powered” on your homepage. Your customers get a site that works, not a gimmick.
Why skills alone didn't pay the bills
I have 26 Credly-verified skills. I've shipped production mobile at MeetKai, ecommerce at Rolling Robots, automation at Seal Shield, web ops at Stewart Leadership. The skills were never the problem.
The problem was positioning like a résumé instead of a person owners could trust. Competing on Upwork keywords against teams with fake reviews. Building cool internal tools instead of making the proof obvious to someone who just met me on the street.
So I rebuilt larelabs.com for skeptical owners: my face, tap-through samples, verified credentials, case studies, this blog. Proof before pitch.
What to do if you're reading this as an owner
Book 15 minutes. Pull up your site on your phone. I'll tell you what I see — broken, fixable, or not my lane — before you spend a dollar.