Custom development
Off-the-shelf stopped fitting a while ago.
Indelible handles complex integrations, custom plugins, API work, and platform solutions built for your specific problem.
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You have built something real.
The tools that worked when you started are not quite matching what you need now. Maybe there is an integration that does not quite connect. A workflow that requires too many manual steps. A piece of functionality that every plugin almost does but never exactly does.
That gap, the one between what your tools do and what your business needs, is what custom development closes.
Our approach
Off-the-shelf falls short. So we build it.
Custom development starts the same way everything we do starts: with a clear understanding of what you need. Not a list of features. The underlying problem, the workflow it has to fit, and the constraints it has to work within. We will not overbuild, and we will not build around a problem we should be solving.
Over 13 years, we have built more than 100 custom solutions for clients. That work has looked like:
- Integrations between systems that were never designed to talk to each other.
- Plugins that handle specific business logic that no off-the-shelf product covers.
- Data pipelines and API connections that move information where it needs to go.
- Custom dashboards and tools that a five-person team uses every day without thinking about how they work.
That is the outcome we are building toward.
What this work looks like.
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Custom integrations.
Connecting your website, CRM, email platform, inventory system, or any other tool in your stack so data flows where it needs to without manual intervention.
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Custom plugins and functionality.
Business logic that standard plugins do not cover. Built for your workflow, not a generic use case.
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API work.
Consuming third-party APIs, building internal ones, or bridging systems that were not designed to interoperate.
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Performance and architecture work.
When the problem is speed, scale, or structural debt. Fixing what is slowing things down or preventing what comes next.
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Custom reporting and dashboards.
When you need to see your own data in a way your platform was not designed to show you.
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Platform solutions.
When the problem is big enough to require building the right tool from scratch rather than patching the wrong one.
We have spent 13 years proving it can be solved.
The problems we solve in custom development are often the ones clients were told could not be solved without a much bigger budget or a much larger team.
Some examples of what that work has looked like: a multilingual form system built for a client operating in four countries. A regulated-industry content pipeline with custom monitoring and filtering. A custom project management tool built because no existing platform matched our own workflow. Dozens of WordPress integrations connecting platforms that were never designed to speak to each other.
Proven across integrations, APIs, plugins, and platform architecture.
- 100+ Custom solutions built
- 13+ Years of technical development work
Pricing
What it costs.
Hourly work runs $150 to $200 per hour. Project-based work is scoped to the job and typically runs from $5,000 to $50,000 or more, depending on scope.
What determines the cost: complexity, integration surface area, and the number of unknowns we work through together drive the number. A straightforward API integration is very different from a platform built from scratch. We scope before we estimate, and we tell you what we find, including if the problem turns out to be smaller than you thought.
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Things worth knowing before we scope anything.
Do we have to be a website client to get custom development?
No. Custom development is available as a standalone engagement. Some clients come to us with a specific technical problem that has nothing to do with their website.
What does the scoping process look like?
We start with a conversation about the problem. We ask specific questions about your current systems, your workflow, and the outcome you need. Once we understand the scope, we give you an estimate. If the problem turns out to be different from what either of us expected, we tell you before we start.
What happens after the work is built?
We document what we built and make sure your team understands how to use it. For anything that lives inside a site we host, it goes into our managed care process. For standalone tools, we discuss ongoing support during scoping.
Do you work with platforms other than WordPress?
Yes. The majority of our custom plugin work has been inside WordPress, but the underlying development capability is not platform-specific. If the problem involves a different stack, tell us what you are working with.
Custom work fits into the bigger picture.
Bring us the problem you have not been able to solve.
Describe what is not working, what you have already tried, and what the outcome needs to look like. We will tell you whether it is something we can solve and what the path looks like.