Work

Technical cases (STAR)

Selection of projects focused on performance, technical SEO, accessibility, and automation. Detailed results are shared publicly or on request when confidential.

Case study

Headless ecommerce: Astro + Shopify, CWV and accessibility

Retail · Frontend Lead / Technical SEO

Available

Build a headless front with Astro + Storefront API, with CWV budgets, accessibility by default, and consistent technical SEO.

Key technical problem

Shopify store with a script-heavy theme, high LCP, and recurring CLS. Needed control over performance and accessibility without hurting conversion.

Critical technical decision

1) CWV audit and dependency map for JS/third-parties. 2) Migration to Astro with minimal islands and critical asset preloading. 3) Accessible layouts (landmarks, focus order, modal...

Stack

AstroReactShopify Storefront APITailwind CSSCore Web VitalsAccesibilidad (WCAG)GA4 / Pixel

Highlights

Replaced heavy theme with a controlled headless front end
CWV budgets by template (home, PLP, PDP, blog)

Outcome

PDP LCP 3.4s -> 2.1s p75 (CrUX)

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Case study

Automation: GHL + WhatsApp Business for lead capture and follow-up

Lead Gen · Automation Engineer

Available

Design an automation system in GHL with WhatsApp Business to improve response time, pipeline order, and lead continuity.

Key technical problem

Lead capture relied on manual, inconsistent follow-up, risking lost leads from slow replies or lack of traceability.

Critical technical decision

1) Defined pipeline and minimum measurable events. 2) Designed stage-based workflows: intake, qualification, reminders, reactivation. 3) Integrated Meta-approved templates and send...

Stack

Go High Level (GHL)WhatsApp Business APIPlantillas aprobadas por MetaFunnelsTracking de conversiones (configurable)

Highlights

Lead-to-contact and follow-up flows
Meta-approved templates and compliance for WhatsApp

Outcome

Automated follow-up and less manual workload

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Case study

WordPress: technical audit (performance, security, SEO)

Services · Technical Lead

Available

Find root causes of slowness/errors, clean technical SEO, and propose a realistic phased improvement plan without breaking production.

Key technical problem

WordPress site with degraded performance, inconsistent SEO configuration, and risk from plugin sprawl and scattered settings.

Critical technical decision

1) Audit with Query Monitor: timings, queries, hooks, conflicts. 2) Plugin review: redundancy, impact, alternatives, and safe removal. 3) Recommended cache tuning (server + WP) and...

Stack

WordPressQuery MonitorPHPCachingRobots/Sitemaps

Highlights

Diagnosed bottlenecks (plugins, hooks, queries)
Fixed technical SEO configuration (robots, sitemap, canonicals)

Outcome

Average TTFB 1.2s -> 520ms

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Case study

Shopify: performance + technical SEO without breaking conversion

eCommerce · Shopify Developer / Technical SEO

Available

Reduce Core Web Vitals issues (especially CLS), clean technical SEO (canonicals, metadata, schema), and preserve compatibility with essential apps.

Key technical problem

Shopify store with unstable visual rendering, uncontrolled asset loading, and inconsistent SEO signals. Needed real performance gains without harming purchase flow or critical trac...

Critical technical decision

1) Lighthouse audit + theme review: layout shifts, images without dimensions, fonts. 2) Liquid tweaks to avoid reflows: reserve space (width/height), avoid late injections, refacto...

Stack

Shopify LiquidJavaScriptSEO tecnicoCore Web VitalsSchema JSON-LDGA4 / Pixel (configurable)

Highlights

CWV audit and removal of CLS causes
Liquid optimization and conditional script loading

Outcome

CLS 0.14 -> 0.04; PLP LCP 3.1s -> 2.4s p75 (mobile)

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