Nikolay Kovachev

About me

My name is Nikolay and I am the managing director of WebComa. I work mainly at the intersection of web development, business logic, infrastructure and automation.

I do not see a project simply as a website, online store or software. For me, a good digital solution needs a clear role in the business: explaining its services clearly, supporting a real process, collecting the right data, being maintainable and having a direction for future development.

My work often takes me through different levels of a project, from planning and backend logic to the server environment, SEO, UX, integrations and automation. This helps me see the connections between the individual parts, rather than just one specific task.

I enjoy organising complex things so they become understandable and manageable. Usually, this means finding where the logic gets lost - in the process, website, code, data or communication between systems.

How I approach projects

My approach is practical. I first look at what actually needs to be solved, then at the most sensible way to do it.

Sometimes the right solution is a well-structured WordPress website. At other times, it is a WooCommerce store with custom logic. Other situations call for a Symfony backend, an API connection, a Vue.js interface, automation or a separate administration panel.

I do not insist on using a particular technology at any cost. What matters more is whether the solution fits the actual process, budget, team and future maintenance.

I usually consider:

• the actual business goal;
• the processes and data behind it;
• the website, system or interface needed to support it;
• how it will be maintained over time;
• how results will be measured;
• what can be automated without unnecessary complexity.

For me, a good solution is one that works clearly and reliably and can develop without unnecessary chaos, rather than one that sounds impressive.

Where I am strongest

My strongest area is connecting several different layers of a project. I do not work only on visuals, code or marketing. I feel most at home where these elements need to be organised around a common logic.

I have practical experience in:

• systems thinking and architecture;
• WordPress and WooCommerce solutions with real business logic;
• custom backend development with Symfony;
• frontend development with Vue.js;
• API integrations and connections between different systems;
• automation with n8n, webhooks and structured data flows;
• server maintenance, migrations and staging/production environments;
• marketing analysis and measurement;
• SEO and the technical foundation for organic growth;
• structuring workflows and internal organisation.

I do not try to do everything alone at any cost. My role is to understand the whole picture, define the technical direction and contribute where I can add the most value.

Technical style

My technical style is direct, structured and focused on maintenance. I prefer clear logic, readable architecture and solutions that can evolve without each change causing a new problem.

I do not like unnecessarily complex constructions when a task can be solved more simply and reliably. At the same time, I do not underestimate the foundation: a quick solution without a clear structure often costs more later.

I usually look for a balance between:

• a quick start;
• a stable technical foundation;
• room for future expansion;
• realistic maintenance by a small team;
• keeping unnecessary complexity to a minimum.

I often prefer to build a working version first, gather real observations and then develop it further. This is more useful than extensive planning without enough real context.

What I build most often

My work most often involves projects where the website is part of a broader process, as well as a business presentation.

Web projects with a real business function

Websites that present the business clearly while serving specific goals: enquiries, sales, content, SEO, campaigns, future integrations or internal processes.

E-commerce solutions

Online stores with attention to product structure, categories, filters, UX, custom functionality, data and the actual sales process.

Custom systems and administration panels

When an existing platform is not enough, I work with Symfony backends, API architecture, Vue.js interfaces and more flexible internal logic.

Automation and integrations

Connections between different systems, automated processes, internal reports, webhooks, API links and workflows that save time and provide better visibility into the business.

Infrastructure and technical stability

Servers, hosting environments, migrations, staging/production structures, optimisation, load diagnostics, security and clearer operations.

My role at WebComa

My role at WebComa is both strategic and operational. I take part in planning, communication, architecture and delivery. This gives me direct contact with both the client’s business needs and the technical reality behind the project.

We work as a small team, so realistic, maintainable and well-explained solutions matter to us. We avoid unnecessarily complicated processes when they are not needed, while keeping the foundation stable.

When working with clients, I value:

• clear communication;
• a fair and professional approach;
• realistic expectations;
• well-structured logic;
• stable delivery;
• the ability to develop the project over time.

For me, a good project does more than look good at handover. It is something the client can use, maintain and develop with confidence afterwards.

How I think about development

In the long term, I am interested in solutions that connect the web, data, automation and real business processes. Beyond individual websites or campaigns, I look for better organised systems that provide more control and clarity.

This includes:

• better connections between the website, data and automation;
• more of our own internal tools;
• more structured workflows;
• development towards more substantial custom systems;
• greater technical independence and control over the environment;
• solutions that deliver real efficiency, as well as an online presence.

I am interested in projects where deeper thinking is worthwhile: how to make something stable, measurable and useful over time, as well as how to launch it.

In brief

I do not define myself solely as a programmer, manager or technical person. My job is to connect business needs with the right technical form.

Sometimes that is a WordPress solution. Sometimes it is a custom system. Sometimes it is automation, infrastructure work or a better structured process.

What matters is that the solution makes sense, works reliably and can develop without unnecessary noise.