Services
Thirty years of building, a master’s in learning technology, and a straight answer about what AI can’t do.
Most of the work that arrives here starts with something already broken, something about to break, or something wrong long enough that it has started to cost money. The right fix depends on which problem you are actually solving. My job is to build the system and teach the people who have to run it. It is also to be straight about the limits: artificial intelligence (AI) will not rescue a plan that was wrong to begin with, it will just carry out the wrong plan faster and with more confidence. Thirty years of building and a master’s in learning technology in progress sit behind that judgment. WordPress is the engine under most of the work, and everything is documented so your team can run what gets built.
By what you need
Specialist services, matched to the problem.
AI operations
Routing, attribution, and governance
Routing architecture, agent personas, cost attribution, and governance for organizations where AI adoption has outrun the controls around it. I run a system like this every day for my own practice, where every AI decision is logged, disclosed, and costed.
AI operations infrastructureTraining & speaking
AI-literacy training and conference talks
Half-day and full-day sessions for teams, plus conference talks, on working with AI, content strategy, and learning technology, alongside the WordPress and technical talks I have given since 2010. I built and still deliver the AI-productivity curriculum for the M.L. Campbell sales force across North America, so the material comes from a program I still run in the field, proven on people who had to use it the next morning. In person or virtual.
Training and speakingAudit, implementation, and architecture
Core Web Vitals, schema and structured data, indexation architecture, and local SEO foundations, for publishers, national brands, and local businesses. Audit and implementation.
Technical SEO servicesTechnical, accessibility, and performance diagnostic
A structured review across performance, Core Web Vitals, accessibility, technical SEO, security, and platform health, ranked by impact, with a clear implementation path for each finding. Fixed price. Any platform.
Site audit servicesSenior WordPress stewardship
Core, plugin, and theme updates with rollback discipline. Security monitoring, uptime alerts, off-site backup, and a direct line when something breaks.
Care plans from $150/mo (local sites) to $550/mo (brand properties).
WordPress maintenance plansWriting
Practitioner-written content
Guest articles, technical how-to guides, white papers, and case studies for editors who need a senior practitioner voice, someone who has shipped the thing, not just read about it.
Professional writingBy who I work with
Who I build and teach for.
Learning
Schools & training teams
Learning-platform builds, curriculum, and AI-literacy programs for school boards, universities, and corporate training teams. You get the platform build and the instructional design from the same person, which is rare: I am a candidate in the Master of Arts in Learning and Technology at Royal Roads University, and the curriculum developer for the M.L. Campbell training program.
Learning platform servicesPublishers
Newsrooms & editorial teams
WordPress infrastructure for media organizations, government communications teams, and editorial operations that publish on deadline. I have run this work at WordPress VIP scale across the eleven-masthead Postmedia canada.com portal, so the architecture, the editorial workflow, and the performance budget get built around how a newsroom actually files, not around a demo.
Publishing infrastructureBrands
National brands & enterprise
Technical SEO, WordPress maintenance, and AI operations for organizations running at national scale. You get one senior technical partner with direct access, the same person who built the AI-productivity training program for M.L. Campbell, a Sherwin-Williams company, with fixed scope where it applies and hourly where it honestly doesn’t.
Brand and enterprise servicesLocal
Local businesses
Websites, local SEO, Google Business Profile setup, and name-address-phone (NAP) consistency for service businesses, retailers, trades, and local organizations across Niagara. The same technical depth that serves national clients, scoped and priced for what a local business actually needs.
Local web presenceAbout the practice
One senior partner, start to finish.
Every engagement is delivered by Christopher Ross, not subcontracted, not staffed by an account team. Thirty years of building sit behind it, including the eleven-masthead Postmedia canada.com portal on WordPress VIP, Government of Canada digital delivery, and the AI-productivity training program for M.L. Campbell, a Sherwin-Williams company, now paired with a Master of Arts in Learning and Technology in progress at Royal Roads. Where AI runs in an engagement, it runs through a structured system of over 50 specialized personas he built and operates for this practice, each decision logged and its cost disclosed. A senior builder who also studies how people learn, and who will tell you plainly what the tools can and cannot do, is the whole point.
How an engagement works
The same path, whatever the service.
No surprises, no scope drift, no bill at the end that doesn’t match what was agreed.
- 01
Discovery call: 20 minutes
We talk about what you’re dealing with and what outcome you need. I’ll tell you which service area fits, what the right entry point is, and whether I’m actually the right person for it. No pitch, no deck.
- 02
Written scope and fixed price
You receive a written document naming the deliverables, the timeline, and a single price. No hourly billing where fixed is possible. No change orders for scope that was always implied.
- 03
Delivery
I work inside your existing stack, with weekly progress notes. If AI tools are used in the engagement, what ran on which model at what cost is disclosed, because that’s how I’d want it if I were the client.
- 04
Handoff: you own everything
Documentation, configurations, code, and a walkthrough before I leave. The goal is independent operation, not a dependency on me for things you should be able to run yourself.
Not sure where to start?
A 20-minute call is the fastest path to an answer. Tell me what you’re dealing with, and I’ll point you at the right service area, or tell you honestly if it’s not in my lane.
What I don’t take on: open-ended discovery without a scope I can price, or builds on platforms I don’t work with.