Heya, I'm Zell
Welcome to my corner of the internet. Thanks for stopping by :)
I’m a web developer. I’ve spent the last 13 years building sites, writing about code, and teaching developers through courses like Learn JavaScript and Practical Astro.
These days I build AI and automation systems that make businesses easier to run, alongside Splendid Labz, the tools I build my own projects with.
Besides code, I’m deeply interested in psychology + human development. I’ve spent over 10 years learning about my psychology and how to develop myself, and since 2023 I’ve been coaching people to unblock themselves and move towards their dreams.
My Unusual Journey
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I studied finance in school, but taught myself how to code in the penultimate year. -
Went freelance fresh out of school within 10 months of learning web dev. -
Wrote my first book 2 years after I started learning code. -
Gave conference talks and workshops in the next year. -
Seth Godin told me "well said" for one of my talks. And that I didn’t embarrass myself in front of 400 people. -
Somehow managed to stay afloat for more than a decade so I never had a traditional job -
Built in a course-based business that earned close to $100k in annual sales at one point. -
Over several years, I managed to coach my wife to a point where her ex-boss trusts her enough to cofound a new business venture with her! (She’s doing well now!)
Unfortunately, sales dwindled because I went dark for a while, so I’m no longer one of the top searches on Google. It’s difficult to get that back, especially in the AI age, so I’m pivoting to different business model. Wish me luck!
What I'm Exploring Now
AI taken over the planet. (Let’s face it, it’s here). At the very least, it has cannibalized my course business — anyone can ask AI about code, so few people want to buy another coding course.
So I’m back to explore.
Most of that exploration revolves around AI and automation.
- Building systems to make businesses easier to run.
- Making personal automation systems like email filtering, triage and drafting of replies
- Figuring out how to get AI to write better (ongoing)
- Getting AI to write better code and better documentation.
Alongside that, I’m still:
- Creating unique courses that AI cannot replicate (like Unorthodox Tailwind).
- Building Practical Astro, production-ready Astro patterns you can plonk into real projects.
- Building Splendid Labz, the tools I build my projects with. There are component libraries for Astro and Svelte, a CSS design system, and AI libraries.
- Coaching people to help them unblock themselves and unravel their potential in life.
Ultimately, I’m looking to create sustainable and thriving businesses that works for me. I don’t think I’d ever want to stop growing, so I’d probably never stop exploring too.
Work With Me
If your team is spending hours on work that probably shouldn’t need a human, tell me what you’re doing manually and I’ll help you figure out what’s possible.
AI & Automation Systems
I look at how your business works today, find the bottlenecks, and build what fixes them. Sometimes that's AI, sometimes it's automation or plain software.
Tell me the problemPractical Astro
Production ready patterns for Astro — ready for you to plonk and build. It covers content, images, SEO, forms, auth and payments.
Find out moreUnorthodox Tailwind
A course that shows you how I use Tailwind and CSS to build nice websites in half the time.
Find out moreNice words from peers, friends, and customers
Geoff Graham — Chief Editor @ CSS Tricks
Zell is the rare sort of developer who both knows his stuff and can explain even the most technical jargon in approachable — and even fun — ways!
I’ve taken his courses and always look forward to his writing because I know I’ll walk away with something that makes me a better front-ender.
Heydon Pickering — Web & Accessibility Extraordinaire
Zell is one of those rare people who commands tremendous knowledge and experience but remains humble and helpful. They want you to know what they know, not just be impressed by it.
In other words, Zell is a natural teacher. You’re lucky to have him because he feels lucky to be able to help you in your journey.
I've also been featured in the following publications
Follow My Journey
If you’re into making things and growing as a person, you’ll probably feel at home here.
I share what I’m learning in this newsletter — code, building businesses, and living well.
Sometimes I write about technical deep-dives, product updates, musings on how to live, and sometimes my struggles and how I’m breaking through.
I aim to send you at least one insightful piece every week.
I’m always designing, aligning
Combining ideas, and always refining
I’m a real bright thinker and a genius when I tinker
With a love of problem-solving as a model canoe sinkerWe’re failing fantastically, yes, we’re a mess
And we’re messing up drastically, falling on your face is the best
If you do it wrong, then you run another test
There’s really only failing, then learning, then death