Custom fields that don't
fall apart at scale -
built right the first time.
Advanced Custom Fields Pro isn't just "add a text field." I design flexible content architectures, ACF Blocks, and options pages that content teams can actually use without breaking the layout.
"He has good experience in different industries and always comes up with new ideas. A go-to person for a perfect website project."
- Pratiksha Raj Tripathi, Founder, Read Colors Media
What every ACF build includes
- β Field groups in version-controlled JSON - not lost in the DB
- β Flexible Content layouts content editors won't break
- β ACF Blocks registered natively for the block editor
- β Options pages for global/theme-wide settings
- β Fields exposed to the REST API when you need headless
Most ACF builds work fine -
until someone edits the content
The plugin is easy to start with. The architecture is where projects usually go wrong.
Flexible Content, planned properly
Layouts get nested, cloned, and reused across dozens of pages by non-technical editors. I design the layout set up front so it doesn't collapse the first time someone drags a block into the wrong order.
ACF Blocks over shortcodes
Native ACF Blocks register into the block editor properly - real previews, real controls - instead of shortcode soup that breaks when a theme changes.
Field groups as code, not database rows
JSON sync means your field definitions live in git, travel with deployments, and never silently diverge between staging and production.
Why clients call me about ACF specifically
Field groups nobody understands anymore
The last developer left, and now nobody knows which of the 40 field groups are actually in use. I audit, document, and prune the setup back to something maintainable.
Repeater fields slowing the whole site down
Deeply nested repeaters and unoptimized queries against postmeta can quietly tank load times. I restructure the data model - sometimes moving to options pages or custom tables where it actually matters.
A page builder plugin doing ACF's job badly
Elementor or Divi bolted on top of ACF fields for "flexibility" usually means double the maintenance and half the performance. I replace it with a proper Flexible Content architecture.
ACF Pro services
From a single custom field group to a full flexible-content page-builder architecture.
Flexible Content Architecture
Layout-based page builders content teams can use without breaking design - planned before a single field is added.
ACF Blocks Development
Native block-editor blocks with real previews, registered properly instead of shortcodes.
Field Group Audits & Cleanup
Inherited a messy ACF setup? I document what's in use, prune what isn't, and move to JSON sync.
Options Pages & Theme Settings
Global, client-editable settings - logos, contact info, footer content - without touching code.
ACF-to-REST-API Exposure
Expose the right fields to the REST API cleanly for headless or app-integration use cases.
Pods / ACF Free Migration
Moving from Pods, raw meta boxes, or the free version of ACF to a properly licensed Pro setup.
Not sure which issue is hurting your website?
Get a Free Website Audit β
Me vs your other options
for custom field architecture.
| What you care about |
Rajan Gupta
β
4.9 Β· 150+ projects | Generalist WP dev | Page builder plugin |
|---|---|---|---|
| Plans field architecture before building | β | β | β |
| Field groups version-controlled (JSON) | β | ~ | β |
| Native ACF Blocks, not shortcodes | β | β | β |
| Content editors can't break the layout | β | ~ | β |
| Fields exposed cleanly to REST/GraphQL | β | β | β |
| No plugin bloat or vendor lock-in | β | ~ | β |
| Fixed price, no hourly surprises | β | β | ~ |
"Rajan is efficient at delivering, understood the requirements well, and was interested in the latest tools - willing to go outside his comfort zone."
Paul Connolly
Product Manager Β· Ireland
Ready to start?
Let's design an ACF architecture that survives real editors.
Free 15-min call. Send me your current field setup and I'll tell you what I'd change.
Real feedback from people Iβve worked with
Honest reviews from founders, agencies, and teams who trusted me with their WordPress development and performance projects.
βI run a web design agency in the UK. We've been operating for the last 9 years using lots of different contract developers. During this time Rajan has by far been the best developer we have ever worked with. His knowledge of websites and along with his friendly, diligent nature makes him valuable part of our team. I hope to continue to work with Rajan for as long as he is able.β
Andrew Newby
Founder, Edge Studio (Sheffield, UK)
βRajan has worked on several website projects for our brands, all of which have been completed to a high standard. His attention to detail and experience was evident in the quality of websites developed. We would highly recommend Rajan for all website projects including websites built for international reach. He is also very obliging and willing to go above and beyond to ensure he delivers the best!β
Mairead Hanlon
Marketing Manager (Ireland)
βI had the pleasure of working with Rajan on a WordPress development project, and I highly recommend him. Rajan is a very professional and skilled WordPress developer. Throughout our collaboration, He proved to be highly responsive and easy to work with. He consistently delivered high-quality work within the agreed-upon timelines. I greatly appreciated Rajan's professionalism, strong work ethic, and proactive communication. It was a positive experience working with him, and I look forward to collaborating again in the future. I confidently recommend Rajan for any WordPress development projects.β
Nour Challita
Product Owner (Lebanon)
βRajan was a pleasure to work with. He had work on several wordpress sites for us, with excellent results. He understood the requirements well, and was efficient at delivering. I found him interested in the latest tools and willing to learn and go outside his comfort zone. I would love to work with him again if the opportunity arisesβ
Paul Connolly
Product Manager (Ireland)
βI am writing to express my high regard for Rajan's exceptional skills in website development. His knowledge and experience in crafting websites on Editority are truly commendable. Rajan demonstrates a strong command of the platform, making him an excellent choice for anyone seeking to have their website built on Editority. I highly recommend Rajan for his expertise and dedication to delivering outstanding results.β
Ahmed Abd El Aziz
UI/UX Designer (Egypt)
βRajan, is not only a web developer but a guide for your complete website project. He has good experience in different industries and always comes up with new ideas. i have qorked on multiple projects with Rajan, he is go to person for perfect website project.β
Pratiksha Raj Tripathi
Founder Read Colors Media (India)
βRajan is very Ethical and genuine person to work with. He has good knowledge about his job and has always supported us as and when required. Its been years of association with rajan and never did we face any issues working with him.We wish him good luck in his future endeavors.β
Tushar Kaushik
Founder/Director at Diffusion Marketing Solutions (India)
βI had the pleasure of working with Rajan for little over 1.5 years. He is extremely dedicated and hardworking and not to mention his wordpress and Web development skills are up to the mark. He is a fast learner and always ready to take on any challenge and delivers projects within the set timelines. I would highly recommend Rajan.β
Zaiba R
Digital Project Manager (United Arab Emirates)
βI have had a pleasure of knowing Rajan Gupta, He is perfectly organized, insightful, and dedicated web developer. His approachability and pleasant behaviors boosts the morale. I wish him all the best and good luckβ
Brana Balan
Senior Software Engineer at ASB Bank (Auckland, New Zealand)
Want similar results for your business?
Let's Talk βBuilt for teams that edit content constantly
Content-heavy marketing sites
Dozens of landing pages built from the same 6-8 flexible content layouts, so marketing can ship new pages without a developer.
Multi-site agency builds
A shared field-group library, synced via JSON, reused cleanly across client sites instead of copy-pasted and drifting apart.
Client-editable page builders - without Elementor
A curated set of Flexible Content blocks gives clients real design freedom inside guardrails, without the plugin bloat of a full page builder.
Tell me about your ACF project.
Share your current field setup or what you're trying to build - I'll reply within one business day with a straight answer, not a sales pitch.
India-based Β· Remote worldwide
IST (UTC+5:30)
WhatsApp for fast replies
+91 87911 94373
hello@rajangupta.com
Free discovery call
cal.com/rajangupta/discovery
Start your project - free quote within 24 hrs
I personally review your field setup before quoting. No sales pitch.
No spam Β· NDA available Β· Replies within 4 hrs weekdays
Questions about ACF Pro development
Yes - I build on your own ACF Pro license (or help you buy one) so you retain full ownership and support access after the project ends. I don't build on shared or resold licenses.
ACF Blocks register directly into the native WordPress block editor with real previews and structured fields - no separate plugin, no bloated CSS/JS shipped to every page, and no vendor lock-in if you ever move away from a page builder. Elementor and similar tools generate their own markup and often duplicate what ACF already does, just less predictably.
Yes. I audit the existing field structure, map it to a clean ACF Pro architecture (including Flexible Content where it fits), and migrate the data with a tested rollback plan - no content loss.
Always, on client-owned themes. Field group definitions live as JSON files in the theme, get committed to git, and travel with every deployment - so staging and production never quietly drift apart.
Yes - I selectively expose the fields you actually need via the ACF-to-REST-API integration or a custom REST controller, rather than dumping every field into the API response by default.
By limiting the layout set to what content editors genuinely need (usually 6-10 layouts, not 30), naming them for what they do rather than how they look, and documenting the intended use of each one before handoff.
More questions? Just ask.
Ask on WhatsApp βRelated expertise
Let's build custom fields that hold up under real content editors.
India-based. Senior quality. Fixed price. Reply within 24 hrs.