First principles Performance Long term
Luis Sanz Rodríguez


Hello there and thanks for passing by.

I’m Luis, a senior full-stack web developer focused on WordPress.

I have been providing enterprise-grade custom built WordPress solutions for companies and agencies for about a decade.

If you want to discuss a blog post or maybe work together, don’t hesitate to @ me on Twitter or to connect with me on LinkedIn.

Website building approach

Websites can be built in many different ways, but I firmly believe the choice of tools when making one has implications that extend deep into the future.

My development stack has been evolving for years and I look for ways to make it better every single day.

A good starting point provides compound benefits throughout time in terms of visibility, conversions and costs reduction.

My site building philosophy is sustained in this three axioms:

1. First principles approach

I question my stack continuously. I try to keep things as simple as possible, but not simpler. I’m very up-to-date with new technologies but I’m not an early adopter: whenever fallbacks are required, I prefer to rely on more mature alternatives.

2. Performance is key

I always aim for the top 5% percentile on PageSpeed Insights test score, no matter the size and complexity of the website. Faster websites have no downsides and lead to better UX, better conversion and better SERP.

3. Plan for the long-term

I like to minimize third-party dependencies and the number of plugins in use. I put an extra effort to keep websites aligned with the WordPress roadmap to ensure they are as future proof as possible.

A website development project usually comprises a set of different, complex tasks. Coding is just one of them. Because of this, I sometimes rely on other professionals I wholeheartedly trust to also provide graphic design, text creation, SEO & SEM, video and 3D.

How I got here

I was born in A Coruña, Spain, in 1984.

Since an early age, I enjoyed learning on my own.

My first computer was an Amstrad. It had an 8 Mhz 8086 microprocessor, the same used by the earlier Space Shuttle missions. It helped me to understand the foundations of operative systems and the basics of programming. I also accessed to the internet for the first time with it.

I built my first website in Notepad while I still was in high school. It was about the Russian composer Scriabin.

I studied Law and Business Administration, but I kept creating websites for every student side project I could.

A couple of years later, I finally decided to follow my passion and moved on to start a career as a freelance web developer. More than 40.000 working hours later, here I am.

A personal insight

I live with my wife and our three kids in the mountains.

The five of us next to our home

We opted for a low key life, surrounded by nature and community.

I’m an avid listener of classical music, ranging from medieval monophony to contemporary minimalism. I also love hiking and photography.

Hiking in Scotland

Since my first camera had terrible image quality, I wrote my own demosaicing and denoising algorithms which are now widely used on quite a few open-source image processing software.

I used to play competitive chess as a kid, but I abandoned that path too soon. I recently discovered the antichess variant, which depends more on logic than theory. You can challenge me on Lichess.

What defines me

  • Simplicity runs my life. I own just a few things. I could pack all my belongings into a backpack.
  • I’m self-taught. I’ve learnt most of the things I know on my own. Programming-wise, this is 100% accurate. Whenever I face a problem, I prefer to figure out things myself.
  • Beauty and smallness are qualities I truly appreciate. On the contrary, convenience, usefulness or comfort mean not much to me.
  • I like to listen. I prefer to interact in person or, at least, talk on the phone.
  • I’m timid. I’m a social person in short distances, but I remain quiet around multitudes.
  • I always look for tranquility. I avoid places and situations in which it cannot be found.

What I’ve got my hands into right now

At this moment I’m working on:

  • Client work: a custom landing page generator based on WordPress.
  • Client work: custom theme for Ezzing with my fellow friend Valeria Scaloni.

I have started other side-projects:

  • I’m about to released femto.css, a pluggable classless stylesheet. It uses only those modern CSS techniques that ensure a broad compatibility, it’s ultra optimized and has a beautiful typographic implementation.
  • I’m always polishing my enterprise base theme Glossa, in which this blog is losely based.
  • I’m back at the design table to redo the adaptive-ratios interpolation formula for image demosaicing. The algorithm is a core part of some of the best RAW developers out there. The code is under the MIT licence on GitHub and is used by millions of photographers world-wide.

I’m reading «A Short History of Modern Philosophy. From Descartes to Wittgenstein – by Roger Scruton».