About AskSaber

I’m Saber Ben Hassen. I’ve been building websites since 2008.

That’s a long time. Long enough to remember WordPress 2.5 and the early plugin ecosystem. Long enough to have shipped sites through every major redesign, every controversial release, every “is WordPress dying?” cycle. Long enough to know that the platform has outlasted every prediction of its demise — and that the people who bet against it have usually been wrong.

I’m not here to defend WordPress. I’m here because I think it’s about to become more interesting than it has been in a decade.

What I’ve actually done

I started freelancing in high school, building websites for whoever would pay me — small businesses, restaurants, freelancers, a few publishers. The work taught me something most courses don’t: a website is never about the website. It’s about the business it’s serving. Get that wrong and you can ship the most beautiful theme on earth and it won’t matter.

After freelancing, I joined Web Hosting Canada. That’s where I put twelve years of accumulated WordPress knowledge into actual production at scale. Building, fixing, troubleshooting, supporting — countless sites for clients across North America. Small business owners trying to grow. E-commerce operators trying to scale. Publishers trying to ship faster. Every kind of WordPress problem, at every scale, in every state of disrepair.

That work shaped me more than any project did. When you support thousands of sites, you stop thinking in “WordPress” and start thinking in patterns: hosting, infrastructure, performance, security, plugins, code, people. You develop intuition. Someone describes a problem and you already know what’s wrong. A site is slow — you know which three things to check. A client wants to scale — you know which decisions they’ll regret.

I’m known for being fast. Fast at diagnosing. Fast at fixing. Fast at explaining what’s actually going on without the technical jargon that makes clients feel small. Trust, in this industry, is built one fixed problem at a time. I’ve built a lot of it.

What I run alongside this

In parallel with the operator work, I run Carthage Magazine — Tunisia’s first and largest English-language general-interest publication. Publishing is its own world: editorial planning, SEO operations, content strategy, copywriting, distribution, partnerships. The classic problem of independent media is that the work expands faster than the team.

Running Carthage is what made the AI shift real for me. Not theoretical, not academic — actually living it. I watched AI go from a curiosity to the most leveraged tool I have for keeping the publication running. SEO audits that used to consume afternoons now take twenty minutes. Editorial sessions that needed three brains now happen with one model. Copywriting, brainstorming, planning — all of it transformed.

That’s the part of the story that made AskSaber inevitable.

The bridge I sit on

The position I’m in is unusual, and I want to name it directly.

I understand WordPress at the depth of someone who’s spent twelve years inside it. Not as a tutorial-watcher or a course-buyer, but as someone who’s shipped, fixed, and supported real client work across thousands of real sites. I know the platform’s strengths and its frustrations. I know which problems look hard but aren’t, and which ones look easy but bite you in six months.

I also understand AI at the depth of someone who’s actually rebuilt his own businesses around it. Not as a content creator who reviews tools, but as an operator who uses them every day to do real work. I know what’s hype and what isn’t. I know which workflows compound and which ones look impressive in demos and fall apart in production.

And I bring all of this from a perspective that most WordPress writers don’t have. I work across North America, Europe, and MENA — three contexts with very different markets, different client expectations, different regulatory landscapes, different competitive dynamics. The differences matter. The patterns matter even more.

Almost nobody is sitting in this exact seat. Most WordPress creators are wary of AI. Most AI creators have never run a real WordPress site in production. Most agency owners are too deep in client work to think strategically. And almost none of them bring the multi-region perspective into a single conversation.

So this is the seat I’m taking. The WordPress operator who deploys AI seriously, writes about what’s working and what isn’t, and builds real things to prove it.

What AskSaber is

AskSaber is a brand, a publication, and a consultancy.

The brand exists to make the case that WordPress is sharper with AI — and that the operators who learn to wield both will define the next decade.

The publication exists to back that case up with real writing. Articles, tutorials, opinion pieces, deep dives, live builds. Weekly. No fluff, no SEO bait, no listicles. Just sharp thinking on what’s working and what isn’t, written for the people who actually do the work.

The consultancy exists because the writing creates demand. Agencies and operators reach out asking for help — auditing their stack, deploying AI inside their business, advising on the technical and strategic moves that matter. I offer audits, integration projects, and fractional advisory work for the people who want a senior set of eyes on what they’re doing.

If any of that fits what you’re trying to figure out, the doors are open.

Why I do this

Twelve years in, I could have kept doing what I was doing. The work is good. The clients are good. The income is good. I didn’t need to start a brand.

But there’s a moment happening right now that doesn’t happen often. The way WordPress operators work is being rewritten in real time. The agencies pulling ahead are not the ones running the cleanest spreadsheets — they’re the ones who figured out AI before everyone else did. The freelancers who’ll be thriving in five years are not the ones with the most certifications — they’re the ones who built the right judgment about what to use AI for and what to keep human.

I think this is the most interesting moment in WordPress since 2008. I want to be in the middle of it, not watching from the sidelines.

AskSaber is my bet that the operators are going to lead the next phase of this platform — and that someone needs to be writing for them while it’s happening.

That someone might as well be me.

What I offer

If you want to work with me, there are two ways in:

Read the field guides. The WordPress + AI Stack: Operator Edition is the long-form version of how I think about WordPress and AI — 81 pages, $49, instant download. See the catalog →

Book an audit. A 10-day technical audit of your WordPress site, delivered as a PDF report and a 60-minute call. $2,500, fixed price. See the audit details →

Both paths are fine. Some operators start with a guide and book the audit later. Some go straight to the audit. Some only ever read the writing on the site, which is also fine — the newsletter and articles are free for a reason.

— Saber