Six Questions with XWP

This post series profiles each of our featured partner agencies.

XWP has been a WordPress.com VIP Partner since 2013 and have been building big with WordPress since 2009. Their earliest at-scale WordPress gig was a 50 brand migration with Rogers Media, followed by 9 more years of leading the industry.

XWP team at work

What’s your agency’s origin story?

In the beginning there was XHTMLized…

Some companies are born in a moment, and others emerge over time. XWP is one of the latter. Part of the X Company family, we started as the WordPress team within X-Team, one of our sister companies. 2014 was when we officially spun into our own company with our first major project being the high-stakes migration of 15 News Corp Australia properties to WordPress. This project set the standard for the type of work we would pursue and excel at over the next 4 years: complex, business-centric engineering for high-traffic websites. The News Corp Australia project also established something fundamental to who we are now as a group of people: a team committed to contributing to the Open Web and the Open Source Community. Translating the work we do with clients back in to WordPress was something kicked off with News Corp Australia, and has been something we have brought to every project and client relationship since.

Today, we continue to adhere to the characteristics of our earliest projects. We take on projects that are complex, interesting, and reciprocally valuable to the WordPress ecosystem. Our remote team has grown from the original 8 to 45 and now covers 14 different countries across 6 continents.

Pick three words that describe your agency culture.

  • People (are of the Highest Value): We treat them with care, respect, and generosity, always.
  • Visionary: We believe in the Open Web and its undeniable value to humanity. We work to ensure it has the strongest possible future and look for opportunities to break new ground on open source projects.
  • Best Practices: We champion development best practices in the community and bring this commitment to our clients and projects.

Tell us about a client project you are especially proud of.

We’ve been incredibly fortunate to work on some very cool projects with some very cool companies. One recent project that stands out was a front-end performance engagement we did with Heavy.com. Our engineers were given the ultimate brief: “Make it blazing fast!”. The team seriously went to the next level in diagnosing, building, and testing and have achieved results on low-speed devices/connections that the majority in the industry didn’t think was even possible. It was very fun to see this project unfold and very rewarding to hear of the impact it’s made on the client’s business.

Our partnership with Google is also worth mentioning. We’ve worked with them on a couple of projects, including the Coding Standards project Tide. More recently we’ve worked with them on AMP and its intersection with WordPress. Not only are we bringing the latest of AMP to the WordPress plugin, but we’ve been able to technically contribute directly to the AMP Project, engage and educate the WordPress community on AMP, and even present on the work at this years AMPConf.

XWP Engineer Thierry Muller sharing on the AMP Plugin at AMPConf 2018 in Amsterdam.

What are you most excited about in the WordPress community right now?

We shared this question with the whole team. 🙂 Their responses can be best summarised under: Gutenberg, Tide (Coding Standards), and the impact of Design.

  • Gutenberg: I dare anyone to suggest Gutenberg is not the biggest deal in WordPress this year. Its impact seeps through every layer of WordPress. It will change the editing experience for all, small blogs to big media. It will change how developers, of themes and plugins, architect their work. It will change transform the entire site building experience for WordPress users in years to come. It’s bold, ambitious, and convinces us that WordPress has an important role to play in the Open Web for next 15 years of its life.
  • Tide (Coding Standards): Coding best practices have alway been a core part of who we are. We’re excited that code quality, and general coding standards, is receiving even more attention by the community. Our contribution through this with Tide reflects the importance we place on this and our commitment to helping the community in this area.
  • Impact of Design: Over the last year we have deepened our appreciation for UX and design-led projects. The understanding of the user experience and allowing it to influence product development is something we believe is really going to unlock the potential of WordPress even further. It’s been inspiring to see these kind of practices in those working on WordPress Core.

We’ve been seeing amazing work from the team tackling Gutenberg, design support for major Core focused initiatives, and organizational changes for how design and development can work together. – Joshua Wold

What’s your favorite conference or event of the year, and why?

This is a great question and the responses from the team have been interesting. The big theme though is something along the lines of “whatever event is next”. This sounds a lot like a cop-out answer, but the reason is we are a remote company and there are only a couple of cases where 2 or more people live and work in the same city. Events for us represent opportunities to get together and get some face time with friends. Connecting with the open source community IRL is fantastic as well, but time together with colleagues is something we enjoy finding excuses for.

With that said, we are big fans of LoopConf, with its deep dive focus on engineering, and WordCamp for Publishers, launched just last year, with its focus on an industry we work closely with.

(And the sixth: Ask yourself a question and answer it) What does “building a better web” practically look like?

Our company call-to-arms is “Let’s build a better web”. It’s unpacked further in the statement “We work for a future where the open web is more performant, secure, reliable, and accessible.

The application of this could be as simple as that when we work for our clients, we adhere to best practices and ensure we build the best possible version of what can be built. We do do this, but “building a better web” is even more than that. Just as we go deep on the work we do for clients and partners, we look for opportunities to go wide and influence the standard of the whole internet. If we can improve that standard by even a small percentage, how many lives and businesses will be positively impacted. Two current examples of this kind of work are Tide and our work on the AMP project. Tide will help improve the quality of code across the entire WordPress ecosystem (that’s 30% of the web) and AMP represents a widely used standards based technology.

Building a better web means adhering to best practices ourselves and lowering the barrier of entry to best practices for everyone else.

Thank you, XWP Team!

More on XWP:

Agency focus and specialties

  • Experience with largest enterprise-level platform migrations to WordPress
  • Collaborative and caring approach
  • Custom workflow development
  • Enterprise-level engineering
  • Code audits
  • Developer training
  • Ongoing support

Currently working with: NewsCorp Australia, Heavy, Rogers, Fairfax Media, Google, Beachbody, Rolling Stone, Automattic, Variety

Agency highlights

  • WordPress Core Lead Developers and Project Leads
  • Specialists in complex, at-scale, never-been-done-before WordPress engineering
  • Lead advocates on the WordPress Coding Standards Project
  • Contributors to the AMP project

Ready to get started?

Drop us a note.

No matter where you are in the planning process, we’re happy to help, and we’re actual humans here on the other side of the form. 👋 We’re here to discuss your challenges and plans, evaluate your existing resources or a potential partner, or even make some initial recommendations. And, of course, we’re here to help any time you’re in the market for some robust WordPress awesomeness.