Custom software development. Experienced technical leadership.
I build business applications, connected websites, APIs, and advanced WordPress functionality—and help businesses lead the technical work around them.
I’m Michael Loeffler, founder of Main Street Web Developer. With 35+ years of experience, including CTO leadership, I bring practical judgment and hands-on development to projects that need more capability, deeper integration, and experienced execution.
- Ongoing partnership Experienced technical leadership and hands-on delivery, with reserved monthly capacity.
- Custom development Business applications, connected websites, APIs, and advanced WordPress.
- Monitoring Managed monitoring plans for important sites, on their own or with an ongoing partnership.
- PHP2Shell Sites that cannot upgrade after the PHP security release Prepaid discovery for the October 2026 vulnerabilities. The repair is a separate estimate.
Inside custom development
Websites, applications, APIs, and WordPress are examples of the same service. Custom development is the work of planning and building the solution around how the business operates, from a defined integration to a substantial platform.
Custom Websites
Custom-coded business websites with advanced functionality.
Great fit for calculators, member areas, dashboards, complex forms, and connected systems.
Web Applications & Portals
Custom applications for customer portals, internal systems, workflow-heavy tools, and SaaS-style products.
Built for businesses that need serious functionality and room to grow.
Custom WordPress Plugins
When WordPress needs advanced functionality, I build custom plugins and integrations.
Best fit for business-specific workflows, API connections, and features that go beyond theme work.
APIs & Connected Systems
APIs built for your applications and integrations with the services you depend on.
Connect payments, subscriptions, CRM systems, messaging, WordPress, and operational software.
Complex Problems, Elegant Solutions
See how I've helped businesses across diverse industries solve complex challenges with custom software that delivers real results.
Remote Inspection Platform
Insurance Technology
When COVID-19 disrupted on-site inspections, I rapidly developed a custom remote meeting platform enabling seamless video, audio, and chat capabilities. Inspectors could remotely control cameras to capture critical risk assessment images.
Key Metrics
Publishing Platform
Media & Content
Built a comprehensive publishing platform managing print and digital content, subscriptions, and monetization for multiple newspapers. Includes custom WordPress integration and scalable Laravel backend.
Key Metrics
Proof for the Projects That Do Not Fit a Template
The strongest projects usually start with a rough idea, a messy workflow, or a feature nobody can find off the shelf. Those situations call for custom builds with real workflows, working interfaces, and business-specific logic.
The thing templates cannot touch
Portals, dashboards, custom intake, advanced forms, calculators, and connected workflows that need business-specific logic.
When normal fixes stop working
Complex debugging, migrations, server work, plugin conflicts, and projects where the right answer requires senior technical judgment.
From rough idea to working system
Product thinking, UX decisions, backend architecture, integrations, reporting, and the practical path from concept to usable software.
Technical Leadership & Delivery
Need someone to lead the whole technical undertaking?
Some engagements extend across application development, infrastructure, integrations, vendors, and ongoing operations. I can help determine what needs to happen, recommend an approach, implement the solution, and coordinate additional specialists where needed.
Plan & Deliver a Substantial Project
Turn an important business objective into a technical plan and a working solution, from initial investigation through launch.
Take Over & Improve Existing Systems
Understand an existing environment, resolve problems, and establish a practical path for improvement and expansion.
Ongoing Technical Partnership
Retain experienced technical leadership and hands-on delivery. Starting at $5,000 per month for up to 20 hours within a defined environment.
Start with a Technical Assessment & Action Plan
A $5,000 fixed-fee investigation of an agreed system or initiative. Get prioritized findings, recommendations, and a practical next step—typically within 10 business days after access and information are available.
See assessment scope and deliverables →Substantial engagements under these offerings typically start at $25,000. Ongoing technical partnerships start at $5,000 per month.
Explore Technical Leadership & DeliveryWebsite Reliability Packages for Agencies and Business Sites Worth Protecting
These are not just dashboard subscriptions. They are managed monitoring packages shaped by custom development experience: uptime, SSL, DNS, forms, frontend errors, performance, practical investigation, and a clear path when something needs a real fix.
A strong fit for agencies that need white-label-friendly oversight across client sites, and for businesses that want monitoring tied to senior technical follow-through.
Essential Reliability
$249/month
Managed reliability coverage for one important business site that needs practical oversight beyond basic uptime alerts, with a developer ready to investigate what the signals mean.
- 24/7 automated uptime monitoring
- SSL and DNS monitoring
- frontend error monitoring
- performance monitoring
- one important form or lead-path check
- business-hours alert review
- monthly health summary
- after-hours by separate written arrangement
Lead Site Reliability
$399/month
Stronger monitoring and investigation for lead-generating sites where missed forms, CSP issues, frontend errors, or performance regressions need more than a raw alert.
- everything in Essential Reliability
- multiple form and lead-path checks
- CSP monitoring and report review
- broader frontend error review
- performance trend review
- priority business-hours investigation
- after-hours by separate written arrangement
Critical Site Reliability
$699/month
Higher-touch oversight for operationally important sites, agency client sites, or multi-site situations that need broader monitoring, deeper review, and more active technical guidance.
- everything in Lead Site Reliability
- more monitored flows, forms, and key pages
- deeper CSP, DNS, and performance review
- monthly review call or async review
- incident notes and recommendations
- priority business-hours queue
- after-hours by separate written arrangement
Practical AI Features for Custom Software
I help businesses add thoughtful AI assistance to custom websites, applications, and WordPress projects. The focus is always practical: reduce friction, save time, and give users a better experience.
Smart Drafting
Help users get started faster with AI-assisted drafting for polls, forms, structured content, and other workflow-heavy tasks.
Guided Refinement
Improve clarity and quality with AI-assisted suggestions, rewrites, and structured guidance that help users produce better results.
Workflow Assistance
Add practical AI to internal tools and customer experiences, from structured summaries to automation support and business-specific assistants.
BrightTally Is a Strong Example of This Direction
BrightTally reflects the kind of AI-assisted product work I can help clients build: tools that help users draft polls and forms faster, refine their ideas, and create better experiences with less friction.
See the Platforms Behind the Capabilities
These platforms are not side notes. They are real examples of the kinds of product thinking, workflows, integrations, and business tools I can bring into client work too.
Go!BrightCart
See embedded checkout use casesA lighter-weight ecommerce platform for selling products, downloads, subscriptions, and services without starting with a full storefront build. It now also offers a WordPress plugin download and AI shopping assistants for sellers.
MetricPoints
See WordPress security and visibility use casesMonitoring and frontend diagnostics tools for businesses that need stronger visibility into errors, CSP issues, and production behavior.
BrightTally
See use casesInteractive polls and forms built to help businesses collect better input, guide users cleanly, and create more useful workflows.
RequestVault
Explore secure request flowsRequestVault lets you send one secure link to collect documents, photos, files, or signatures without making the recipient create another account.
Claims RequestVault
See the claims workflowBuilt for adjusters under pressure, Claims RequestVault helps teams collect claimant evidence through one guided request with clearer missing-item visibility and automatic follow-up.
Reserve RequestVault
See booking deposit flowsBuilt for wedding photographers and other service businesses, Reserve RequestVault turns “I will send the deposit later” into one guided reservation link that gets the date secured.
Client Testimonials
Trusted by businesses that need custom websites, advanced functionality, and reliable long-term solutions
"Michael has worked closely with me since 2012 on a large variety of projects from complex website builds to migrations and fixes that we could not figure out. I have no problem letting Michael speak directly to my clients and prospects. Depending on the project he serves as tech-guru, developer, project manager - and everything in between. I'm not sure where my business would be if he hadn't been with us all these years, and I'm looking forward to working with him for a long time. I have and would recommend Michael to anyone that needs an organized, professional, dedicated, intelligent and capable web developer - especially when they can't figure things out - because Michael can!"
Pete Perry
Business Coach, Digital Agency
ThatPetePerry.com
I call him my "super developer" — the guy I know I can call when I'm dealing with any complex coding or server migration stuff. Now I can say YES with confidence when clients ask for a custom feature on their website — because even if I can't figure it out in the end, I know Michael is on hand to help me out!
Jennie Lakenan
Web Designer for Coaches
jennielakenan.com
What Clients Say
Trusted by businesses and agencies that need custom websites, advanced functionality, and reliable long-term solutions.
"Michael has worked closely with me since 2012 on a large variety of projects from complex website builds to migrations and fixes that we could not figure out. Depending on the project he serves as tech-guru, developer, project manager — and everything in between. I'm not sure where my business would be if he hadn't been with us all these years."
Pete Perry
Business Coach, Digital Agency
ThatPetePerry.com
I call him my "super developer" — the guy I know I can call when I'm dealing with any complex coding or server migration stuff. Now I can say YES with confidence when clients ask for a custom feature on their website, because even if I can't figure it out, I know Michael is on hand to help me out!
Jennie Lakenan
Web Designer for Coaches
jennielakenan.com
"We've partnered with Michael on various WordPress websites that require an in-depth technical skillset, from deep tech stacks to projects with very specific requirements. I never worry if the technical needs are being handled properly or on-time, because he's always got them taken care of before I even have a chance to look. I HIGHLY recommend working with Michael."
Adam Silverman
Agency Owner
Mule Town Digital
"Michael is the best back-end developer I've ever worked with. He really knows his stuff, communicates really well and has always been able to figure out whatever I throw at him. He rocks!"
John Falke
Digital Marketing Specialist
Johnny Flash Productions
35+ Years Across Diverse Industries
My experience spans multiple industries, giving me unique insights into different business challenges and solutions.
Precious Metals & Collectibles
Auction systems for high-value items, from coins to sports memorabilia
Media & Publishing
Online newspaper platforms and content management systems
National Organizations
Enterprise solutions for companies like Avon and other major brands
Transportation
Contract software for bus companies and logistics management
This diverse experience means I understand your industry's unique challenges and can build solutions that truly work for your business.
I Don’t Just Build for Clients — I Build and Run My Own Products
These are production platforms I designed, built, and operate myself. They are the clearest proof of the product thinking, workflows, integrations, and engineering depth I bring into custom client work.
Go!BrightCart
A lightweight ecommerce platform built to help businesses sell physical products, digital downloads, subscriptions, and services without first building a full online store. It now also includes a downloadable WordPress plugin and AI shopping assistants for sellers who want more guided shopping experiences.
MetricPoints
Professional CSP monitoring and error tracking for websites that need stronger visibility into frontend issues, security signals, and production behavior.
BrightTally.com
Interactive polls and forms built to help businesses collect better input, guide users cleanly, and turn audience interaction into something more useful.
RequestVault.app
Send one secure link to collect documents, photos, files, or signatures for tenant documents, claim evidence, contractor intake, or general secure file collection without making the recipient create another account.
Claims RequestVault
Stop chasing claimants for documents. Send one secure request and see what is missing, overdue, or ready for review.
Reserve RequestVault
Turn “I will send the deposit later” into a finished booking with one guided reservation link that collects the deposit and confirms the date.
Hudson Valley Lost Pets
A free community service to help reunite lost pets with their families. Built with love for the Hudson Valley community - completely free because I love pets!
Already have a site worth protecting?
Beyond building custom sites, I offer managed Website Reliability packages that watch uptime, SSL, DNS, forms, and frontend health, with real technical follow-through instead of just another dashboard. The tooling stays behind the scenes; what clients see is clear monitoring, practical investigation, and a steadier site.
Explore the Free Tools, Product Ecosystem, and Available Downloads
Browse the free tools, owned products, plugin downloads, and productized ideas that can also grow into custom client work.
Free Tools
Use the new custom-code advisor now, and find the growing home for practical tools like the security headers checker and CSP builder.
Explore Tools →Owned Products
See GoBrightCart, MetricPoints, BrightTally, and the RequestVault family in one place, with clear examples of what each product is built to do.
Explore Products →Plugin Downloads
Download the currently available Go!BrightCart, MetricPoints, and BrightTally WordPress plugins and see how those tools connect back to bigger platform work.
View Downloads →Build Something More Capable Than a Template
When your website needs real functionality, the right custom build changes what your business can do.
I help businesses move beyond brochure sites with custom websites, client portals, workflow-driven features, integrations, and custom WordPress plugin development.
Click the MSWD symbol above to share what you are trying to build and see if it is a good fit.
For over 35 years, I have built custom projects designed to hold up, scale cleanly, and avoid expensive re-dos later.
- Custom Websites
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Public-facing websites can do much more than present information. I build custom websites with advanced forms, portals, dashboards, member features, integrations, and business-specific functionality.
- WordPress Plugins & Integrations
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When WordPress needs to do more, I build higher-end plugin and integration work: custom business logic, backend connections, workflow automation, and advanced functionality that goes well beyond theme-level edits.
Frequently Asked Questions
A few practical questions people ask before reaching out about custom website, web application, or WordPress plugin work.
How do I know if I need a custom website instead of a template?
A custom website becomes the right fit when your business needs more than pages and basic forms. If you need custom workflows, member areas, calculators, dashboards, backend integrations, application logic, or functionality that changes how the business operates, that is usually where templates stop being enough.
Can you work on an existing site that needs more functionality?
Yes, if the need is for deeper functionality rather than cosmetic updates. I regularly help businesses extend existing sites with custom features, integrations, portals, workflow improvements, and other advanced capabilities that are hard to solve with off-the-shelf tools.
What kinds of WordPress projects are the best fit for you?
The best fit is higher-end WordPress work: custom plugins, advanced integrations, custom workflows, and business-specific functionality. I am not focused on theme tweaks, routine content edits, logo or graphic design, or general SEO retainers.
What if I only have a rough idea so far?
That is completely fine. A rough outline is usually enough to start. If the project sounds like a fit, I can help shape the scope, clarify the functionality, and figure out whether you need a custom website, a portal, a plugin, or a broader web application.
What happens after I contact you?
I review every inquiry personally. If it looks like a good fit, I usually respond within 48 hours so we can clarify the project, talk through constraints or priorities, and decide on the best next step.
What Do You Need to Build or Improve?
Tell me what you are trying to build, improve, or integrate. A rough outline is enough to start a useful conversation about the right custom solution.