What is the hourly rate for a WordPress developer?

If your digital agency works with WordPress development, chances are you know too well the difficulties in attracting and retaining experienced developers. WordPress is the leading platform, with its use growing by 12% annually over the past ten years to account for 45.8% of market share in 2023. As such, WordPress developers are in high demand.

If you’re in the market for a skilled developer, you might be wondering: how much should you presently be prepared to pay? And, what determines the hourly rate for WordPress developer?

At White Label Agency, we employ a team of over 130 in-house WordPress developers ranging from juniors to seniors. Constantly adding to our team, we keep a close eye on developer rates. Let’s take a look at how much your agency can expect to pay for a WordPress developer in today’s market, and what you should keep in mind when taking on a developer to ensure they turn a profit for your agency.

Outsourced developer Rates

The outsourcing of WordPress developers is becoming increasingly popular for digital agencies, with lower costs an important factor. Understanding the hourly rate for WordPress developer is crucial when considering this outsourcing option. As the largest outsourcer of WordPress developers to digital marketing agencies, our rates at White Label Agency are likely to be fairly indicative of outsourcing rates generally.

At White Label Agency, we offer WordPress developers for hire on one-off projects, or on dedicated rentals of 40 hours/week charged at a fixed monthly rate. From our team of 130 in-house developers, agencies can choose junior, middle, or senior developers, charged at the following rates:

In-House developer rates

As an outsourcer of white-label services, we’re in regular contact with hundreds of digital marketing agencies across the US. Our Head of Sales, Joost Nennie, notes that our US customers employing in-house developers report paying between $5,000- $8,000 per month for in-house developers, depending on their state and the experience level of the developer. Employer contributions typically add about $1,800 to this figure depending on the state and the specific benefits and policies of the employer. This results in a net outlay of $6,800-$9,800 per month. To this, many employers also need to consider office space and equipment.

Our observations at WLA above appear to accord fairly closely with other data sources. In their 2022 survey of occupational wages for Web and Digital Interface Designers, the Bureau of Labor Statistics estimates median wages to be almost $7,000 per month, with senior developers earning over $10,000. While BLS sample sizes are large and survey methodology robust, the occupational category isn’t solely comprised of WordPress developers.

Recruitment portal Talent reports specifically on WordPress developer salaries. In their 2023 survey of over 3,000 developers, they put the median US WordPress developer salary at $6,300, spanning from $5,400 in Texas to almost $9,000 in Massachusetts.

Freelance developer rates

Over recent years, freelance marketplaces have grown in popularity to become a major source of developers for digital agencies. Providing a portal to developers across the globe, these marketplaces give agencies instant access to an infinite talent pool. Rates for freelancers vary greatly, with senior US-based developers pitching their services alongside beginner developers from low-cost countries. According to HubSpot, the average hourly rate for freelance developers is $70 in the US and $35 worldwide, which translates to monthly salaries of $11,700 and $5,900 respectively. But it’s important to note that these are average figures, as freelance marketplaces also provide many novice WordPress developers willing to work for $10-$15 per hour.

However, when budgeting for a freelance developer, tenure and reliability need to be considered. It takes time to get a developer familiar with an agency’s production pipelines and to get them efficiently delivering the type of work an agency takes on. For agencies, this time translates to cost. Freelance developers don’t stay as long in their roles as in-house staff or as developers on dedicated rentals from outsourcing firms. At WLA, the agencies we work with commonly complain about a general lack of reliability when it comes to freelance developers.

Factors influencing WordPress developer hourly rates

Regardless of the staffing model, your agency chooses – in-house, outsourced or freelance – the hourly rate for WordPress developer is influenced by certain factors:

Experience and skills play a crucial role in determining hourly rates. In WordPress, beginners handle basic tasks like content updates and minor fixes, which are essential but charged at a lower rate due to their simplicity. Senior developers manage complex tasks such as plugin implementation and project coordination, forming the core of a high-quality website. Regardless of fixed or hourly rates, senior developers receive higher fees. Specialized skills in areas such as e-commerce and theme development further increase hourly rates.

Location and Market Dynamics influence the hourly rate of WordPress developers. Due to the high cost of living and local market conditions, WordPress developers in the United States and Canada command higher rates than in lower-cost countries such as India, Ukraine, and Indonesia. Even within the US, there is substantial variation by state, with developers throughout the Northeast and the West Coast charging more than those in the Midwest and South.

Project Complexity is a further factor impacting wages. Websites that are custom-coded, or include facilities such as E-commerce or APIs, require expertise in complex tools. These types of projects require more attention to detail and effort on behalf of the developer, and they’re often associated with a higher rate.

Ensuring profitability in developer recruitment

When considering bringing on a developer, whether in-house, freelance, or through an agency, the core concern for an agency is whether the decision will be a profitable one. To help ensure new developers turn a profit for your agency, here are some things to keep in mind:

• Match Developer Expertise to Task Requirements: It’s essential to align the developer’s expertise with the nature of the tasks they will be handling. Employing a high-skill, senior developer for routine maintenance or basic updates can lead to unnecessary expenditure. If the majority of the work involves simpler tasks, opt for a junior or mid-level developer. This approach not only optimizes your budget but also ensures that you’re not overpaying for skills that aren’t required for the job at hand. Remember, the right fit for the job is not always the most skilled or experienced candidate, but the one whose abilities best match the project requirements.
• Factor in Onboarding and Training Costs: Regardless of the hiring model, consider the time and resources needed to onboard a new developer. Training them in your agency’s specific processes can incur hidden costs, especially with high turnover rates common among freelancers.
• Consider Long-Term Engagement: For in-house or agency hires, weigh the benefits of long-term engagement against the flexibility of freelancers. Long-term hires might have higher upfront costs but can offer stability and develop deeper understanding of your business needs over time.
• Monitor Project Delivery and Quality: Regularly assess the developer’s performance in terms of project delivery timelines and quality of work. This will help you gauge if the cost incurred is translating into profitable, high-quality output for your clients. If your developer isn’t turning a profit for your agency, explore other options – maybe an outsourced developer could get the job done for less.

By considering these aspects, you can make more informed decisions about hiring developers that align with your agency’s profitability goals.

Outsource your developers at White Label Agency

For digital agencies, understanding the hourly rate for WordPress developer is important, as will likely influence the choice of staffing model. Taking on an in-house developer can be a costly and risky commitment. Yet your projects are often too valuable to entrust to a cut-price freelance developer. You need to retain a degree of control surrounding quality and timeliness.

White-label outsourcing is the solution trusted by a growing number of digital agencies across the US. At White Label Agency, we guarantee the timeliness of our projects and our 130 developers have the experience and back-up assistance required to deliver your projects within specification. If you’d like to learn how we can help you with your WordPress developer staffing needs, contact our sales staff today.