A Niagara-based WordPress developer working with clients right across Canada, building sites since 1996 and speaking at WordCamps since 2011. All Services | Book a 20-minute discovery call
M.L. Campbell is an industrial wood-coatings brand sold through distributors. The website can't sell anything — there's no cart, no checkout, no direct purchase path. That one constraint reshaped every decision in the build: IA, product page layout, navigation, and the thing I called the buy button even though it isn't one.
Fourteen hours on my own site, $30,800–$61,847 of senior WordPress delivery on the work log, and a 64% measurement gap the file itself surfaced before I did. The case study for AIOS, the internal system that produced both numbers.
Three Ridgeway businesses. A new gallery launch, a cinema that sold annual memberships, a consignment shop that increased sales. One award-winning practitioner executed the work. Here is what senior advisory looks like when you step back and let someone else lead.
In 2011–2012, when Postmedia moved its network of major Canadian daily newspapers onto WordPress, I was part of the team that built the platform — starting with the National Post as the flagship, then cascading to papers including the Calgary Herald, Montreal Gazette, Ottawa Citizen, Vancouver Sun, and seven more. This is the architecture behind that rollout, and what it meant to prove WordPress could carry a national daily at a moment when that was still contested.
A Ridgeway consignment shop with a loyal local following needed better product photography, sharper social, and a working online store. Elizabeth Ross delivered all three; Christopher Ross advised as senior.
A community cinema and social space in Ridgeway needed a stronger digital presence and online annual memberships. Elizabeth Ross led photography, social, and the web/e-commerce build; Christopher Ross served as senior advisor.
A Ridgeway gallery's full digital launch: site, photography, and social presence built from scratch by Elizabeth Ross, with Christopher Ross as senior advisor.
POOL — Pedigree of Oat Lines, 2008. Tag-driven research database for Agriculture and Agri-Food Canada's Central Experimental Farm, built so oat-genetics researchers could find what colleagues elsewhere had observed about the same problem.
Technical SEO at the level where the audit feeds implementation and implementation feeds the next month's reporting — Core Web Vitals, indexation, internal linking, schema, content gaps that matter, and the integrations between SEO data and the editorial calendar. Monthly working session with whoever runs the site, written deliverables your team can hand to a developer or maintenance partner, and visible movement in the metrics that actually correlate with revenue for your business.
Updates, backups, uptime monitoring, and a senior pair of eyes on the security log every month. Done quietly. If something breaks during a routine update I roll it back and tell you what happened. One small content edit a month included — change a phone number, swap a headshot, fix a typo. Anything bigger gets quoted before I touch it so you are never surprised by an invoice.
National-brand ecommerce on WooCommerce when the storefront is one channel in a larger commerce operation — ERP or PIM integration as the product source of truth, multi-currency with locale-appropriate tax and shipping, fulfilment across regional warehouses or 3PLs, a customer service surface that talks to your support stack, and a performance budget that holds during campaign traffic. Built with the merchandising team in mind alongside the customer, so the people running promotions and the people running operations are using one system rather than three.
WordPress at the scale where it is no longer "the website" — it is a publishing platform with assigned editors, contributor onboarding cycles, integrations to CRM and SSO and reporting, accessibility commitments that come from procurement, and uptime expectations that come from finance. The brief is content modelling, role design, integration architecture, performance against Core Web Vitals, WCAG 2.1 AA, and the documentation a serious team can actually run from. Built so the next developer who picks it up can read what you bought.
In-person Excel 365 / 2021 Level 1 in St. Catharines on May 29, 2026. One day, small group, taught by Christopher Ross. Bring a laptop and your questions.
A single-day, in-person WordPress course in St. Catharines for people who want to run their own site confidently, without calling someone every time the dashboard gets in the way. Thursday, October 22, 2026.
Microsoft Outlook Level 1 training — inbox management, calendar, tasks, and the habits that keep email from running your workday.
Microsoft Word Level 1 training — document formatting, styles, structure, and the everyday efficiency techniques that make Word work for you.
Excel 401 is for analysts moving into BI work. Power Query, ETL pipelines, and dashboards built so the next refresh takes a click, not a morning.
Excel 302 is for staff who build forecasts and budgets. What-if scenarios, Goal Seek, Solver, and the auditing to trust the numbers you ship.
Related See services
Thomas Bink includes practical guidance, clear next steps, and recommendations you can apply with confidence.
Related See services
This is absolute gem of a presentation by Chris Ross which proves yet again that you can still earn a decent wage by providing VALUE to people for free.
EmDash to WordPress migrations for early-adopter teams who picked Cloudflare's EmDash on launch and decided WordPress's larger ecosystem or specific integration is the right next step. Ranking-preserving cutover, schema continuity, editorial training paired with the move.
An honest comparison of two CMS platforms with very different ages, architectures, and trade-offs. WordPress is twenty-two years old and powers most of the web; EmDash is months old, serverless, and bets on a different next decade. Three options, three questions, one decision framework.
