Elliott Richmond has been developing with WordPress for over 20 years, going back to the b2 days. Self-taught and freelance from early on, he’s built sites with multiple CMS platforms, contributed to the community (including a 2013 WordPress advent calendar), and now combines development, content creation, and an unexpected pizza business.
Pizza business powered by WordPress
During COVID lockdowns Elliott and his wife Rachel started a local pizza delivery operation. What began as a temporary effort grew into a thriving weekend business that now employs staff and is offered as a licensed model to others. WordPress is central to that success: the stack uses WordPress, WooCommerce, Jetpack, and custom code.
Elliott built a plugin (Pizza Pilot) to suit the business model: it handles ordering, slot-based time windows, postcode-radius delivery restrictions (customers outside the radius can still collect), and other ordering rules. The plugin is freemium with a Pro version bundled for licensees. The aim is to make the whole model replicable for others running local, time-limited, or radius-restricted sales (bakeries, pop-ups, etc.).
Content work with wordpress.com and Automattic
Elliott was approached through community connections (Michelle Frechette) and introduced to Automattic’s Stacey Carlson and Brit Solata. They proposed sponsored content about wordpress.com. Elliott will create videos for his YouTube audience explaining how he uses wordpress.com tools and showcasing features he finds useful. He’s given early access and flexibility: content is primarily published on his channel, aligned to a brief and target audience provided by wordpress.com, but with substantial creative freedom.
His inspiration includes Jamie Marsland (head of the wordpress.com YouTube channel), whose approachable videos and the “speed challenge” format influenced Elliott’s style. Elliott’s output for Automattic will include both long-form educational videos and shorter social spinoffs — aiming to explain new or complex features in accessible ways, and to bridge gaps in developer and user documentation.
Educational focus and the feedback loop
Elliott emphasizes education: demonstrating features, how to implement them, and practical workflows. He sees creators filling a documentation and awareness gap as WordPress evolves (templates, template parts, patterns, and the rapid changes driven by new releases and AI).
YouTube’s comments act as a real-time feedback loop. Elliott uses that feedback to iterate on topics and clarify confusing points. He welcomes critical comments as they drive improvement and discussion.
Approach to making videos
Elliott scripts loosely: he prepares structured notes or prompts (flashcard-style), records, and allows room to go off-script. His process includes:
– Brain-dump voice notes into the Notes app (using accessibility voice input).
– Refine and lightly polish the drafted script (sometimes with AI help).
– Record using an iPhone and simple lighting (Elliott jokingly describes a DIY diffuser made from a cat food pouch box and tissue).
– Edit and add motion graphics and animations in DaVinci Resolve (he uses the paid version but notes the free edition is powerful).
– Monitor audio on studio speakers (he uses NS-10s) and iterate on cuts.
He enjoys editing and motion graphics, learning node-based animation, and simplifying complex concepts with visuals and analogies. Topics he’s keen to cover include developer-focused tools (like Xdebug in the Studio app), templating concepts, and AI-related changes.
Freedom and trust in content partnerships
Elliott stresses the flexible nature of his work with wordpress.com: there are guidelines (audience/goal), but not heavy-handed mandates. He appreciates the trust given to experienced community creators to make useful, honest content. He describes his personal working preference as independent and creative, making the arrangement a good fit.
Tools and setup (simple, effective)
Elliott’s kit is intentionally low-tech and accessible:
– Camera: iPhone (used for recording).
– Lighting: DIY diffusers and LED lights.
– Notes and scripting: Apple Notes with voice input; AI for polishing drafts.
– Editing and motion graphics: DaVinci Resolve.
– Audio monitoring: studio monitors (NS-10s).
His point: you don’t need expensive gear to start; clarity of explanation and structure matter more than flashy equipment.
Where to find Elliott
– YouTube: elliottrichmondwp (WordPress-focused channel).
– Website/blog: elliottrichmond.co.uk (note the double L and double T in his name).
Summary
Elliott Richmond blends long-term WordPress development experience, practical small-business application (a pizza business), and educational content creation. His work demonstrates WordPress’s flexibility beyond traditional websites — powering local commerce and bespoke workflows — and showcases how community creators can help translate rapid platform changes into usable knowledge for a broad audience.
