Web design & development
There are around sixty thousand plugins in the WordPress repository, so the first question is always whether you need a custom one. Usually you do not. When you do, it is because the logic is specific to your business, or because four installed plugins are doing badly what one written properly would do well.
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Support@adnika.comPartners & recognition
The platforms we build and run campaigns in, and the clients whose numbers we publish with their names on. HubSpot is the one partnership we claim; the rest are tools we use, not badges.
The problem
We turn down more of these than we take, and it is a better use of your money to hear why.
When custom is genuinely the right answer
A pricing rule, an approval flow, a calculation, an integration with a system only you use. Nothing in the repository will ever fit this, because nobody else has your rule.
Four plugins, four sets of scripts on every page, four subscriptions, four update cadences and four potential vulnerabilities — to deliver one feature. One purpose-built plugin is faster, cheaper over two years and a much smaller attack surface.
Annual renewals climbing, a feature you depend on moved to a higher tier, or a plugin abandoned by its author with an open vulnerability. At that point owning the code stops being a preference.
ERP, CRM, a booking system, a payment gateway, a listings feed. Generic connectors get you eighty percent there and the last twenty percent is where your actual process lives.
What is included
To WordPress coding standards, in your repository, documented well enough for someone else to maintain.
Business logic, custom post types, admin interfaces, REST endpoints and scheduled tasks. Namespaced, autoloaded and structured so it can be read by a developer who is not us.
Connecting WordPress to a CRM, ERP, payment gateway, booking system or property feed. Each integration gets a written contract of what it sends, what it expects and what happens when the other side is down.
Shipping rules, pricing logic, B2B tiers, custom checkout fields and payment gateway work. WooCommerce is extremely extensible and correspondingly easy to extend badly.
Custom blocks so editors build pages without a page builder. Block patterns and constrained settings, so every page still looks like it belongs to the same site.
Auditing what is installed, what each one costs in load time and subscription, and replacing several with one. This is frequently the highest-return work on an established WordPress site.
Inheriting a plugin whose original developer has gone. We audit it, document it, secure it and then either maintain or rewrite it, with an honest recommendation about which.
Nonces, capability checks, sanitisation, escaping and prepared statements. Most plugin vulnerabilities are one of those five things missing in one place, which is why they are checked as a list rather than by feel.
Tested against current WordPress and PHP, with a compatibility plan for future releases. A custom plugin that breaks on a core update is a liability rather than an asset.
Technology
Modern PHP and the WordPress APIs, not the practices that were normal in 2014.
The language and the standards.
Doing it the platform way.
For editors, not developers.
WooCommerce work.
So it is still maintainable in year three.
How we work
Small, defined and quick. Most of these are weeks rather than months.
We search the repository and the commercial market first, and if something fits we will tell you to buy it. That conversation costs you nothing and saves a build often enough to be worth having every time.
The behaviour, the admin interface, the edge cases and the failure modes, written down. Plugins go wrong in the edge cases, so those get decided on paper before they get decided in code.
Namespaced, autoloaded, capability-checked, sanitised and escaped. Reviewed against the WordPress security checklist rather than against a feeling that it looks fine.
Staging first, then production, with a rollback path. Compatibility checked against major WordPress releases, either on retainer or as a small annual review.
Why us
A custom plugin is a long-term commitment for whoever owns the site. It should be written that way.
It often does. Telling you to spend AED 400 on an existing plugin instead of AED 40,000 on a custom one costs us the project, and it is the correct advice more often than not.
Nonces, capability checks, sanitisation, escaping, prepared statements. We have cleaned up compromised WordPress installations where the entry point was exactly one of these missing in exactly one place.
Namespaced, autoloaded, documented, in your repository. If you replace us, whoever arrives can read it. Code only its author can maintain is a liability sold as an asset.
Tested against current WordPress and PHP with a compatibility plan. A plugin that breaks every time WordPress ships a release is worse than the four plugins it replaced.
Industries
Every number below is the count of case studies we have actually published in that sector, and the best result among them. Nothing is a counter.
Selected work
:quality(80))
Two disconnected websites rebuilt as one bilingual WordPress site with a HubSpot funnel behind it.
:quality(80))
Seventy-two treatment pages in Dubai’s most contested clinical category, built inside DHA advertising rules.
:quality(80))
One site carrying aesthetics, dentistry and surgery — three audiences, three routes, one design system.
:quality(80))
A Dubai property platform with filterable listing search, a map of the city and a mortgage tool.
:quality(80))
A scroll-scrubbed WebGL scene experience spanning six divisions — and still a PageSpeed of 90.
:quality(80))
Office furniture on Shopify, serving a single-chair buyer and a corporate fit-out from one catalogue.
:quality(80))
A smart-lock catalogue with parallel routes by product, by industry and straight to the flagship.
Where this sits
Plugin work is usually part of something larger. Here is the rest of the web capability.
Client stories
On camera and in writing — swipe through the founders and teams we’ve helped design, build and grow.
In their words
GMC is thrilled to extend our heartfelt appreciation to Adnika! Collaborating with Ehsan and his team has consistently been an absolute delight. Ehsan's dedication and commitment have ensured that German Medical Center remains an exceedingly satisfied and happy client, especially regarding their Hubspot Onboarding, Digital Marketing, Website Development, Content Creation and Social Media Marketing. Adnika is indeed the Best Digital and Growth Marketing Agency in UAE!
Adnika provided us with their Inbound Sales and Marketing solutions through Hubspot. They helped us generate more qualified leads for our sales team, drive website traffic, increase customer engagement, and grow our customer base. Adnika is a reliable partner that has always taken our specific goals and needs seriously.
Adnika has helped us plan, implement and optimize ad campaigns on Facebook and Instagram. Adnika is truly committed to Performance Marketing. They provided us with a fantastic dashboard with detailed KPIs that helped us track the campaigns’ performance in real time. Adnika also gave us helpful and dedicated support during the whole project, and the campaigns turned out to be a great success. We highly recommend working with Adnika's growth experts.
We really enjoyed working with Adnika’s team. Not only are they talented, but they all take the time to understand whom they're working with, what they're trying to accomplish, and how to help the business achieve its goals. The quality of work we've experienced has made a huge difference for us and helped drive new business.
Adnika helped Sea Technology with setting up new digital channels, such as Google Search Ads, to attract more customers and leverage our brand. We are very satisfied with the results and we will continue with the implementation of lead generation, marketing automation, and performance marketing.
Working with the Adnika team has been a real pleasure! Extremely friendly, Ehsan and Elin are always available with prompt replies, valuable insights, patience, a problem-solving attitude, and high knowledge. Super easy to work with them. I highly recommend the Adnika team to help your business!
I am an artist, but I also manage a collective of DJs. In order to promote our services to our clients, we needed Inbound solutions that could attract the right traffic and promote the brand. Adnika built and designed our Inbound processes as well as create and manage campaigns on social media and Google Ads which helped us attract many more customers. I’m very happy!
We've been using Adnika growth marketing solutions only for a few months. They are highly professional, competent, experienced, and creative. Get ready to get to work with this agency. They will come alongside you as a business owner and feel your pain and joy! Get ready to transform your business.
Questions
Including when we would tell you not to build one.
AED 8,000 to AED 90,000 covers most of what we are asked to build. The number moves on how much business logic is involved, whether an external system has to be integrated, and whether it needs an admin interface your team will use daily. Anything quoted before those are known is a guess. We scope first, then price, and the scope document is yours whether or not you proceed. These are market ranges rather than a fixed rate card — the proposal carries the real figure.
Sometimes. Four plugins at USD 99 a year is roughly AED 1,450 annually, so a AED 15,000 custom plugin takes about ten years to pay back on subscription alone. The real return usually comes from speed, from a smaller attack surface, and from the logic actually fitting. We will run that arithmetic with you rather than assuming custom wins.
When something in the repository does ninety percent of it, when the requirement is likely to change every quarter, or when nobody in your organisation will own it after we hand it over. An unowned custom plugin becomes technical debt within a year.
Yes, starting with an audit. We document what it does, flag the security issues and give you a written repair-or-rewrite recommendation with both costs. Sometimes the honest answer is rewrite, and we would rather say that after reading the code.
Yes. Shipping rules, tiered and contract pricing, custom checkout fields, B2B logic and payment gateways. WooCommerce is very extensible, which is exactly why so much of what is installed on it is written badly.
You do. Your repository, no licence, no activation key, no dependency on us. You can hand it to another developer whenever you like.
It is built against the documented APIs rather than against private internals, which is what actually breaks on core updates. We test against current WordPress and PHP and can review compatibility annually or on retainer.
If you want it public, yes — we will build to the repository guidelines and handle the submission. Most clients keep theirs private because the logic is a competitive advantage rather than a contribution.
A focused single-purpose plugin is two to four weeks. Something with an admin interface and an external integration is six to ten. Integrations are the usual reason it runs long, because the other system is rarely documented as well as its vendor believes.
Optionally, either on a web maintenance retainer or as a small annual compatibility review. You are not obliged to take either, and the plugin will not stop working if you do not.
No questions match — try another search.
Next step
A paragraph is enough. We will check whether something already does it before anyone talks about building.
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