Are you a WordPress developer? You may be bringing service rates down

Published

March 23, 2015

36 Comments

There’s an interesting debate developing in the WordPress community surrounding what a WordPress developer actually is and the dropping rates developers can charge.

If you are a WordPress service provider, you’ve probably seen first hand both the explosion of WordPress developers (many of them under qualified), as well as a drop in the overall rates that are being charged.

Let’s first discuss what is occurring with the explosion in developers, why rates are dropping, and some possible solutions you can implement.

What exactly is a WordPress developer?

Do a Google search for the term “WordPress developer,” and you’ll see developers with prices ranging from $5 an hour, all the way to $10,000 per site and beyond.

With such a gap in pricing, there must be a difference between the $5 per hour developer and the $10,000 developer. And there is. Many who call themselves WordPress developers are not.

Ren Ventura, in his article “Perception and Value of WordPress Service Providers: Why Cheap Dominates,” says there are two main types of WordPress service providers: developers and implementers.

The implementer

Ren defines an implementer as someone who will usually install WordPress, a theme, and a few plugins. They will populate the site with content, perhaps making a few small adjustments using HTML and CSS. And if they make any changes to the code, it’s usually just copying and pasting code snippets into the functions.php file.

The developer

To paraphrase Ren, a WordPress developer is comfortable using the WordPress codex, has a general understanding of PHP, and is able to set up local and staging environments.

Is a developer better than an implementer?

It may seem from Ren’s arguments that he looks down upon implementers. But he makes it clear that one is not better than the other. And I agree with him.

While developers can create custom applications, many times it is the implementer who finds new and interesting ways to use these applications, or introduce it into a new market.

The WordPress community needs both developers and implementers to thrive.

But, there is an issue when implementers begin calling themselves developers. It may not seem like a huge deal, until you read Ren’s hypothetical situation, which rang all too true for me.

Why implementers hurt the WordPress community by calling themselves developers

Ren’s hypothetical situation goes something like this:

A client is looking to build a WordPress website. He gets a quote from a developer for $4,000, and a quote from an implementer for $800. On the surface, it seems both are offering the same exact service. So the client is leaning towards the $800 implementer.

Until he finds a theme for $60 that says it’s an all in one website solution. So, the client goes with the $60 solution, but soon finds it much harder than he thought. So he goes back and hires the $800 implementer, who builds out the site.

The client is happy with the site, until something breaks. And the implementer doesn’t have the skills to fix it. The client now is thinking, “Hey, this whole WordPress thing sucks. Glad I didn’t pay $4,000 for this.”

The developer and implementer are offering two different services with different skill sets. But by calling themselves developers, implementers make it difficult for clients to truly see the value that a WordPress developer brings to a project.

Now, you may have noticed I introduced another issue: low priced themes.

How low cost themes and plugins drive service prices down

Have you ever heard of ThemeForest? If you haven’t, it is the largest marketplace for WordPress themes—with themes usually priced around $50.

But many people have an issue with their themes. For instance, Sarah Gooding’s article “Envato Continues to Rake in the Cash from WordPress Themes Packaged as Complete Website Solutions” argues that many of the most popular themes on ThemeForst market themselves as complete website builders.

In our hypothetical situation earlier, that would be the $60 theme the client chose.

Why would a client spend $4,000 or even $800 when they can buy a theme for $60 that appears to do everything for them? (In reality, there are many issues with these themes. Definitely read Sarah’s article about it to learn more.

Or let’s take another example with plugins. Mario Peshav wrote an article about a time he was offered a WordPress gig for $15. The potential client’s reasoning was, “. . .the plugins costs $25 so I estimate the change would probably cost around $15.”

So should we get rid of these low cost themes and plugins?

I actually don’t think that’s the solution. See, I’m a libertarian and in support of capitalism (for the most part). If a company comes along and sees a hole in a market where people are demanding a solution, and they deliver that solution—good for them. Envato did just that with ThemeForest.

And there are many plugins and themes out there that are low cost and excellent. But I begin questioning this when a company or developer makes its money by misleading customers.

It devalues the work of other developers.

The devalued developer

Going back to the original argument of this article, all of these elements make it difficult for good WordPress developers to do their work.

In fact, it almost doesn’t make sense from a financial standpoint for someone to become a WordPress developer.

Andy Adams, in his article “The WordPress Talent Shortage Might Be a Pricing Problem,” brings up an interesting point: “I’ve never heard of a professional Ruby on Rails developer with rates under $100/hour. In contrast, when I hear of a WordPress developer over $100/hour, it’s notable.”

Many WordPress developers stay in the WordPress community because they love open source and the community, and really enjoy giving back. But at the same time, they need to make ends meet for themselves and their families.

When developers start leaving the WordPress community, it hurts the entire ecosystem.

How do we fix this?

I came across a few ideas on how to fix this. And I’m sure you have some ideas as well (I’d love to hear them in the comments).

One is educating clients. Explain to them what the difference is between a $60 theme, an implementer, and a developer. A great article every potential client should read is Brian Krogsgard’s “How Much Should Custom WordPress Website Cost.”

But we as WordPress service providers need to value our skills and charge appropriately. Mario Peshav wrote a great article on this called “Grow Your Business With Your Customers,” with some amazing advice.

Your thoughts

Now it’s your turn.

Do you think I’m totally off with my argument? Or do you agree with me? Do you have more to add? Or do you think this is just a bunch of whining about a changing market?

Or perhaps you have some ideas on how to solve this problem.

Let us know in the comments below!

There are 36 comments

March 23, 2015 #

Aaron

I talked about this at WordCamp London with other dev’s.. I think your spot on with this..
- March 24, 2015 #
  
  Dan Knauss
  
  Try talking about it with people you consider “not-devs” too. I hear WordCamps are full of them.
  - March 25, 2015 #
    
    Mark Simchock
    
    Ya think? lol
- March 24, 2015 #
  
  Brandon Yanofsky
  
  Thanks Aaron
March 23, 2015 #

Mark Simchock

re: The developer – To paraphrase Ren, a WordPress developer…

I think there’s a better more universal definition. That is: A developer adds value. And that value is added via experience, the ability to anticipate needs, as well as understanding of business and marketing. A developer is more than being technical and writing code.

The current problem is simple. There are too many (barely) programmers calling themselves developers AND developers (being forced into) giving them a free pass to do so. The point being, just about any time I’ve seen a developer “push back” against a programmer in (say) a FB WP group, the developer gets a crowd-sourced backhand / beat down. Why? Because everyone else in the room feels sorry for their peer, the programmer.

As WP grows it dilutes the quality of who / what it attracts. But it seems unlikely WP will shift from always bragging about its quantity, to a brand that can be proud of its quality. This “developer” issue is baked into the (current) WP brand.
- March 24, 2015 #
  
  Dan Knauss
  
  So the “not-a-developer” cannot add value? Developers always add value? They always have experience, are great people handlers, understand business and marketing? What does this have to do with functions.php again?
  - March 25, 2015 #
    
    Mark Simchock
    
    Dan the discussion was / is on what defines a developer. Not a programmer. Not a PM. But a developer. And *by definition* a developer adds value (as opposed to a programmer simply takes orders and implements to spec. See?) I’m sure you’ve worked with code that was written by a programmer, as well as code written by a developer. There’s a difference, right? 🙂 That’s what I’m talking about.
    
    But to answer your question directly, no a not-a-developer cannot add value? Why? Because by definition (i.e., they’re adding value) they are actually a developer. On the other hand, if you’re not adding value then you’re not a developer. You might be a super grade A+ programmer – yes, the world needs those as well – but having years of experience does not make you a developer.
    
    In short: A developer is what you – you are able and willing to – do, not simply how many time you’ve been around the block.
    
    Put another way, programmer write code; developers solve problems. There’s a difference, eh?
    - May 13, 2015 #
      
      Ben @ Inbound Creative
      
      Perhaps the best way to paraphrase it then is this:
      Not all programmers are developers, but all developers are programmers.
      - May 16, 2015 #
        
        Mark Simchock
        
        That’ll work 😉
- March 24, 2015 #
  
  Brandon Yanofsky
  
  Thanks for your input Mark. It is something unique to WordPress. I talked to some Drupal developers who said they don’t have an issue like this in their community.
  - March 25, 2015 #
    
    Mark Simchock
    
    Well, when you toil with Drupal you *have to be* a developer 🙂
    
    There’s no faking it. There’s not smoke screens, etc. That community is also, best I can tell, much less tolerant of faking it. That is, “standards” is a function of community. The fact is the majority of the WP community does not have proper developer training / background. There’s nothing wrong with that per se. Expect you have to want to be aware of it, etc. That often does not seem to be the case. At least from what I’ve seen.
    - March 27, 2015 #
      
      Brandon Yanofsky
      
      Interesting points. I’m starting to see this more and more.
      - March 27, 2015 #
        
        Mark Simchock
        
        I was just revisiting this on my run, this morning. WordPress (implementer) aside, let’s think about the words “programmer” and “developer” for a second…
        
        In short, a programmer make X do Y. To a programmer code is the ends.
        
        On the other hand, a developer, well, um, develops. They build more than just code. To a developer, code is the means to the ends.
        
        The issue is, in the love-y-dove-y culture of the WordPress “community” everyone wants to be something that too often they are not; and anyone who says “that’s not right” gets called a bully. That is, being a liar is okay, but being a truth-speaker (aka bully) is not.
        
        Not until WordPress becomes more focused on quality, and less quantity, is this going to change.
      - March 31, 2015 #
        
        Brandon Yanofsky
        
        Interesting points again.
March 23, 2015 #

Sallie Goetsch

I’m what my husband describes as a “Google developer”–I search for tutorials on how to do what I need to do and then adapt them by trial and error. So I fall as much into the “implementer” as the “developer” category, and I prefer to describe myself to prospects as a consultant.

HOWEVER: I charge $125/hr and it simply amazes me that fellow Americans who have more programming chops than I do might charge half that. You CAN charge more successfully: you just have to be able to establish the value of what you do, which sometimes means challenging your prospects’ assumptions. (Or just not wasting time on the ones who want to nickel-and-dime you.)
- March 24, 2015 #
  
  Dan Knauss
  
  Right on. Maybe you should write a tutorial for about business and marketing communications.
- March 24, 2015 #
  
  Brandon Yanofsky
  
  Thanks for the input Sallie. I agree with you. Establishing your value and what you bring to the table is important. And finding the right clients is also extremely important.
March 24, 2015 #

kakoma

I like what @salliegoetsch:disqus points out; that in setting your price point as a developer, be cognizant of the FACT that you will lose some (many?) clients. Not all clients are for you – some are interested in implementers (or themes). It really is a case of positioning your offer to highlight WHY the client should pay you that much.
I fully agree with your line of thought; I’m a developer who has come to terms with not appealing to every client ( and I do recommend some implementers and themes for clients that aren’t quite into my offering)
- March 24, 2015 #
  
  Brandon Yanofsky
  
  Thanks for the comment Kakoma. I agree as well. Finding the client that is right for you is definitely important. Yet it is hard for many people to say no to work. But as I witnessed, when you do start saying no to certain clients and saying yes to your perfect clients, things work out better (higher rates, more work, better clients, etc).
March 24, 2015 #

Dave

I don’t think there’s much point or benefit to hoping that implementers will stop calling themselves developers. Keep charging what you’re worth and the clients who need and value your expertise will keep coming back. I keep raising my rates and I continue to turn work away because there’s only so many hours in the day.
- March 24, 2015 #
  
  Brandon Yanofsky
  
  Thanks Dave. I agree with you, except of course on the implementor vs developer part, but to each his own. Like I said, each has their own specialties. But I feel that the developer is having a harder time finding work at rates adequate for their skill level. Perhaps it is just a changing market.
  - March 30, 2015 #
    
    Joe Fletcher
    
    I fit both the implementor and developer definitions you posed, so I’m not sure where I fit. I think somewhere in between. So that probably means the definitions need some work, and I’m still searching for the best label for myself, too. Still, I charge more than all the rates mentioned in this article… I’m not sure how any experienced WordPress developer should be having any difficulty in finding work at $100+/hour. If they are, then it’s more a matter of them selling themselves to a market that values quality WordPress work (and that market seems to me to be pretty large).
March 24, 2015 #

Dan Knauss

This post is trying to attack too many vaguely defined things with one straw man:

* People who don’t know better or for some reason just choose cheap and fast over good.
* People who charge insanely low prices.
* People who don’t know WordPress well enough to do a good job.
* People who use ThemeForest.
* People who do all these things and call themselves “developers” rather than “implementors.”

If you don’t define clear, case-specific standards of “adequacy” then nothing is communicated when you talk about a “good [enough]” versus “bad”/”not good enough”/inadequate.

I’d suggest that being able to do more or less than paste code snippets into functions.php isn’t really an indicator of anything. Being able to “read,” understand, and modify or override theme functions adequately is a better indicator of ability and quality.

The claim that neither the developer nor implementor is “better than the other” is thoroughly
disingenuous when you imply one is the maker of sites that inevitably break and the other is uniquely capable of preventing this. If this is ever true, it is not due to mere technical know-how that is the private domain or “true developers.”

No matter who “implements” or “develops” a site, no matter what theme is used, no matter whether it’s WP or something else — sites that go unsupported over time will all eventually “break” due to their owners’, “developers’,” and/or “implementors'” lack of investment, care, or support capacity. ThemeForest and even WordPress don’t make performance, security, and longevity easy either because it’s a hard thing, at least as much due to the human and organizational factors and not just the technical hurdles.

Ultimately there is no real argument in this post. It is polemic that assumes the truth of what it pretends to argue: this horrid, horrid shallow end of the pool is preventing growth of the deep end. If true, that is important and needs to be demonstrated with evidence and not anecdotes that make the standard binary division of the world into “good people like me, who do things my way” and bad people who don’t.
- March 24, 2015 #
  
  Brandon Yanofsky
  
  Thanks for your feedback Dan. This article was meant to summarize what I’ve seen occurring in the community, but I will definitely follow up on certain points with more detail.
  - March 24, 2015 #
    
    Dan Knauss
    
    Sounds good. Maybe another good angle on this issue is the ramifications of marketing *against* other people who are set up as straw men in the WP ecosystem. For example, marketing copy like this seems problematic no matter what labels it uses…
March 25, 2015 #

ssstofff

I consider myself as 60% implementor and 40% (frontend) developer. Why? Because there’s such a coding community out there it’s difficult to do better at your own. I use other one’s code, and tweak or better it the way I need it and push it back to the community (via Codepen).

But the problem is WordPress. WordPress is easy, just install some plugins and themes and done. Not at all. Here’s a bucket tasklist what falls under ‘doing a website’, even if you consider yourself as a good implementer: http://s.emp.re/1FF3bUk
- March 27, 2015 #
  
  Brandon Yanofsky
  
  That’s very true. I guess not everyone is 100% one or the other in the WP community. But it changes from project to project and task to task.
  - March 30, 2015 #
    
    Joe Fletcher
    
    True that. Some projects/budgets call for more of an implementation, while others call for more development. With WordPress, even if you’re developing some custom functionality, more than like you’re still implementing a # of plugins, themes, and WordPress itself.
March 25, 2015 #

Tracey Rickard

There is plenty of room in the marketplace for both and I agree there needs to be some differentiation. If implementers called themselves just that it would enable clients to make an informed choice in terms of what they will get for their money. If we all start talking about implementers and developers the labels will soon catch on 🙂
- March 27, 2015 #
  
  Brandon Yanofsky
  
  Great point. I’m making an effort now to do just that.
March 25, 2015 #

Zach

This is a really good good and insightful article. As a WordPress Developer myself, even on the higher end of the consulting scale, I find myself competing with “Implementers” who sometimes oversell themselves. You’re right, at the end of the day clients either get discouraged with WordPress altogether or come to me with an “emergency” because now their site is broken and their losing traffic/business. Neither case is ideal.
- March 27, 2015 #
  
  Brandon Yanofsky
  
  Thanks for your comments Zach. And glad you enjoyed the article. And yes, it sucks when clients do get discouraged. Hope to find a solution to this mess.
March 27, 2015 #

Ien Nivens

I’m reminded of a piece of advice I got in the early days of my training for a very different career, in public education. That advice was: “Don’t make rules you can’t enforce.”

Here’s the problem with trying to restrain “implementers” from calling themselves “developers”:

Not gonna happen.

“Adding value” is no part of a workable definition for separating developers from implementers. A designer (who may not know how to “implement” WordPress) adds value. A copywriter adds value. Want to lower the bar for claiming the title of “developer”? Ask the client whose site background I changed from gray to his favorite color whether I added value.

One imperfect solution would be certification. At least it would offer clients a way to know that Alex the Designer, Beth the Developer and Charlie the Implementer have all been vetted by an organization that has defined, in quantifiable terms, what each label means. And it would give us all pretty little badges that add value to our websites.

In the meantime, everybody’s free to call themselves what they will. And they will.
April 1, 2015 #

Geoff Akerlund

I’d just like to point out that there are plenty of non-U.S. WordPress developers who charge well below $100/hour. They speak English, understand PHP, CSS, HTML, and do hard work. You just need to tell them what you want.
April 7, 2015 #

John J. Locke

Hi Brandon:

Great recap of recent articles by some thoughtful people in the WordPress community. Here are my thoughts on the larger subject.

Ever since Tom McFarlin wrote his mini-series on WordPress developers vs implementers, this has been a topic of much discussion. Most clients are not savvy to what we call ourselves. Clients look for “web designers” “WordPress help” or “web guys”. They do not know the difference between an engineer, a programmer, a developer, or an implementer. Nor should that burden be on them. Those labels are for us. They our way of putting each other into boxes that we all can understand.

Value add is a terrible metric for defining who is a developer and who is an implementer. There are many well-known faces in the WordPress community who would be considered implementers by their coding abilities. Does anyone question whether they add value to projects or the large prices they receive?

There are tons on competent WordPress coders who are completely underpaid (IMO). No one would call them implementers (as defined by skill level).

High-value WordPress consultants aren’t worried about $800 gigs or $60 themes from Envato. The clients they target are smarter than that. The dollars these clients would save with the $800 person are not worth the risk to their project.

The real villain in this story isn’t implementers or $5 an hour WP coders on oDesk, it’s the commoditization of the market.

Businesses that won’t invest in their #1 marketing tool (their website) aren’t going to invest more than pennies on a developer…not until you prove to them there is a difference a thousand times or more.

The burden isn’t on “implementers” to charge more (though that isn’t a bad idea either). The burden is on the “developer” to prove that they are worth the fees they are asking for.

This has nothing to do with technical prowess (though it helps, sometimes). It has everything to do with understanding the client’s business goals, helping them achieve those goals, saving them money, or generating them more money.
May 13, 2015 #

trista de leon

I think I’m a “High End Implementer” LOL.