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WordPress PROFESSIONALS Report

Brought to you by: the Admin Bar

Introduction

We Surveyed 667 WordPress Professionals…

The WordPress landscape is ever-changing. Professionals from around the world thrive in a vast ecosystem, delivering high-quality projects to their clients.

For solo practitioners, it can sometimes feel like a lonely place. You wonder how others are doing in the industry, but it’s not always easy to ask someone else.

Other agency owners have teams. Small, medium, or large (yes it’s like ordering in Mcdonald’s), they want to know how they compare. Are they being efficient? Could they do better?

Over a 2 week period in February, I conducted a comprehensive survey of 667 web professionals.

Those 667 professionals ranged from people who were just starting out in the industry, right up to those who have decades of experience. We truly covered the globe, with the results featuring web professionals from more than 50 countries.

My goal with the survey was to evaluate our collective performance. This provides the ability to identify opportunities for growth and improvement.

The results of our extensive study are presented on this page. Grab yourself a cup of coffee and read through the results from 667 web professionals who are just like you.

Fancy a deeper dive? (Of course you do!)

If you’re ready to put your “deep dive pants” on, I invite you to download the complete dataset. This will allow you to compare and contrast to see how your agency stacks up.

I hope you enjoy the data!

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Kyle Van Deusen

Anywhere you see red or green arrows, those indicate whether 2023’s numbers are up or down from 2022’s survey.

Your Capacity…

Do you run your agency full-time or as a side hustle?

77%

Full Time

23%

Side Hustle

1 – 5 Years

33.38%

6 – 10 Years

25.19%

11 – 15 Years

19.16%

16 – 20 Years

10.71%

21 – 25 Years

6.94%

26 – 30 Years

3.16%

Years in Business…

How many years have you been in business?

Team Size…

How many people are in your agency (including yourself)?

59%

23%

2-3

18%

The State of WordPress…

How would you characterize your feelings about WordPress’ current state?

68%

Positive

28%

Neutral

Negative

Agency Trajectory…

How would you characterize the overall trajectory of your business?

65%

Growing

31%

Stagnant

Declining

Average Website Project Price…

How much do you charge for a website on average?

$100 – $999

10.8%

$1,000 – $2,499

23.6%

$2,500 – $4,999

31.7%

$5,000 – $9,999

25.1%

$10,000 – $19,999

6.5%

$20,000 – $39,999

1.4%

$40,000+

2022 Revenue…

What was your total revenue for 2022?

$0 – $49,999

39.97%

$50,000 – $99,999

25.46%

$100,000 – $149,999

13.73%

$150,000 – $199,999

6.94%

$200,000 – $299,999

4.32%

$300,000 – $499,999

4.94%

$500,000 – $749,999

1.85%

$750,000 – $999,999

0.93%

$1,000,000+

1.85%

Profit Margins…

What was your profit margin percentage for 2022?

To determine this number use the following formula: Net Profit / Total Revenue X 100 (remember, your net profit is after expenses – including your salary – and cost of goods sold.

profit margin %

Responses

0% – 19%

31.6%

20% – 39%

24.1%

40% – 59%

17.2%

60% – 79%

18.8%

80% – 100%

8.3%

revenue %

responses

80%-100%

14.7%

60%-79%

12.6%

40% – 59%

19.8%

20% – 39%

26.5%

0% – 19%

32.7%

Recurring Revenue…

What percentage of your revenue is from recurring revenue sources?

Hourly Rate…

If you sell your time hourly, what is your hourly rate?

$96/hr

Average Hourly Rate

$110

with Niche

$89

without Niche

Website Accessibility…

When it comes to website accessibility, would you say you…

13.4%

Don’t Consider Accessibility

76.9%

Strive for best practices

9.7%

Adhere to WCAG Guidelines

Search Engine Optimization…

When it comes to SEO, would you say you…

3.2%

Do no SEO at all

69.1%

Just do the basics

27.6%

DO Thorough SEO

Paid Discovery…

Do you charge for project discovery?

42%

Never

10%

Always

48%

Sometimes

Page Builder of Choice…

What page builder do you currently prefer?

27.6%

23.4%

12.2%

12.4%

11.2%

6.5%

Lead Source…

Where do the majority of your leads come from?

Referral

73.5%

Networking

11.3%

Organic

8.4%

Paid Ads

1.7%

Cold Calling

.5%

Email Marketing…

Do you do any kind of email marketing for your agency?

11%

Yes

64%

25%

Not consistent

Content Creation…

What kind of content do you create for your agency?

Written

61%

Audio

Video

22%

None

37%

Niche…

Do you have a well-defined niche?

20%

Yes

44%

35%

Somewhat

Outbound Marketing…

Are you regularly and consistently putting effort into outbound marketing?

87%

13%

Yes

This project represents about 40 hours of behind-the-scenes work and is being distributed in full and free of charge without sponsors or corporate partners (to remove any potential conflicts of interest). If you’d like to say thanks, you can tip me a taco.