Senior engineering — minus the agency overhead.
Ninja Web Design is the studio of Daniel Serrano, a senior web developer based in Newark, NJ. For over a decade I've helped businesses ship websites, apps, and AI-powered tools that earn their keep — measurable rankings, real conversions, and code that doesn't fall apart at version two.
The short version.
I started building websites in 2018 and have been hands-on full time ever since. Today I lead web engineering at XDC Marketing & Branding while running my own practice for direct clients. That mix keeps me sharp on both the marketing side (rankings, conversions, attribution) and the deep engineering side (architecture, performance, security).
I work best with founders, marketers, and operators who want a senior engineer they can actually talk to. No layers, no handoffs, no surprise scope.
Education
Where I'm based
What I've shipped.
Senior Web Developer
XDC Marketing & Branding
- Boosted SEO from 20+ position to first-page rankings in under 30 days
- Increased sales by 200%+ and GA4 conversion events by 200%+
- Managed 250+ sites and applications (currently 76+ active)
Senior WordPress Developer
Solebury Strategic Communications
- Built and maintained WordPress sites for public-affairs and political clients
- Custom theme and plugin development with performance optimization
Self-Employed Software Engineer
Ninja Web Design
- Direct client engagements across web, mobile, and AI projects
- Full-stack delivery from discovery through deployment and maintenance
What's in the toolbox.
I pick tools based on what fits the problem — not the other way around.
Code
- AI
- TypeScript
- JavaScript
- PHP
- Python
- Node.js
- SQL
- NoSQL
Frontend
- Angular
- React
- Vue
- jQuery
- Bootstrap
- SASS
- LESS
CMS
- WordPress
- Shopify
- Wix
- Duda
- Squarespace
Mobile
- Ionic Framework
- React Native
- Capacitor
Tools
- Google Search Console
- GA4
- WHM Server
- cPanel
- Plex