Did you know that WordPress now commands 22% of the internet. Did you know that the Genesis framework is considered the benchmark for WordPress coding? Did you know this combination makes it incredibly difficult to hire a quality Genesis developer?
The Real-World Scenario
A number of months ago I received an inquiry from a very nice lady named Janet. She wanted to convert her e-commerce website to WordPress and wanted Genesis as her framework. Janet and I spoke in email and then Janet got sidetracked with life and a month or so passed. When Janet returned we were a bit overloaded with clients, so I could not provide immediate assistance to her. I liked Janet, so I tried to refer her to other Genesis developers. Unfortunately everyone seemed to be busy or unavailable.
It’s another month later and Janet is back and checking on our calendar. She is still looking for a Genesis developer who is WooCommerce savvy. Thankfully, this time our calendar isn’t as full.
The Frustration of Searching
I realized how frustrating it must be for real people (non WordPress people) to sift through software coders and locate the right type of web developer for their project. After all, real people don’t speak code so they probably have a really hard time telling one Genesis developer from another.
To make matters worse, real people can’t always judge the magnitude of a web project because they don’t code for a living. What seems simple in concept might be really difficult to code. It is always doable, but sometimes there isn’t an easy option to convert a concept into reality. It requires an advanced coder to execute.
My heart goes out to these folks, because the level of frustration they must feel at times has to be high. It’s the negative part of WordPress’ growth.
The Variation in Genesis Developers
Below is a simple overview of Genesis developers and a breakout of different types of service providers.
It excludes websites like oDesk and Elance, because I don’t believe in this approach. I’ve fixed a lot of websites that were built for $7 per hour. You cannot expect to pay $7 per hour for quality code, so just don’t go that route.
- Part-Timer Developer – The part-timer is someone who has a regular 9-5 job and moonlights as a Genesis developer. They’ll be really cheap, but they’re also not always available and the skill-set is a mystery. If you decide to higher a part-timer, make sure you ask how long they’ve been working with WordPress and Genesis, then check their portfolio of work to make sure they have some experience.
- Fixer – The fixers are people who jump in when something goes wrong. You’d be surprised at how many funny situations I’ve read about in email. It happens. Especially if you’re a real person hacking a PHP file and you can’t read PHP code. WP Site Care is a perfect example of a fixer. They jump in and just fix things. Simple and quick is their specialty. If you have a small project, you’ve lost your logo, or you’ve locked yourself out of your site, WP Site Care will rescue you and do it quick. They’re so good, they should really wear superhero capes.
- Customization Specialist – The WordPress community has a lot of these types of developers. The customization specialist is someone who can take an existing Genesis theme and customize it to meet a client’s specific needs. Some of these folks have a solid eye for design, while others are stronger on the coding side. In a lot of cases these folks don’t have the skill-set of a more advanced WordPress developer, but they can create some really good websites and they can keep costs down because they use a stock Genesis theme as the basis of the project. The negative of this group is the skill-set can vary greatly. Some are just starting out with WordPress and know little about PHP and CSS, while others may have been working with WordPress for many years and have excellent skills. The benefit of this group is they are wonderful with the small businesses. They are not only economical, they also have time to help out and advise on the basics of optimization or social media. They make a great long-term partner for small businesses.
- Unicorn – The Genesis unicorn is a hybrid of designer and coder. This type of developer is rare, yet also in high demand. I get a lot of inquiries where people want to be able to work directly with someone who has a skill-set for graphic design and can also transfer a client’s vision into code. The problem with this group is they are extremely rare. We lack people like this in our community because unicorns are hard to come by. I know of only two people that are unicorns within the Genesis community.
- WordPress Developer – The WordPress developer is our community’s core. They are the heart of Genesis and the good people who participate within the community and play active roles in it. They are not designers, but true coders who know the ins and outs of Genesis. They can transform a PSD design file into Genesis or help wrangle some code into an awesome plugin. They will eagerly identify themselves as “developers” and will also quickly state they do not do design. If you need solid coding, this is a great option for you.
- Hardcore Developer – The hardcore developer is someone who only writes code – good solid code that does amazing things. They are the protectors of our best practices and they keep the coding bar as high for everyone else. They don’t touch graphic design and they probably don’t have an eye for design. But that’s ok, because you’re not hiring them for graphic design. You simply want their excellent coding skills. If you have a difficult job to do in Genesis, the hardcore Genesis developer will be able to get it done. The downside of this group is they are expensive and it is very difficult to get on their calendar because they have a long list of clients already waiting.
- Design Firm – The design firm is typically the most expensive group and this is because you are hiring a team. At a minimum you have a graphic designer and a coder. On a Web Savvy project you get a graphic designer, a developer for PSD to Genesis conversion, a developer for code audit and server migration, a content entry specialist, an SEO consultant, and a project manager. That’s a whole lot of people, which provides a well-rounded project, but also higher project rates. Design firms can be smaller firms like ours or large firms that work on larger scale projects for enterprise customers. The benefit of hiring a firm is you get a solid team executing your project. It will include a professional graphic designer, and top-notch coder, a project plan and structure. The downside is the firm take at least six weeks to execute the project because of the structure and comprehensive approach to website design.
The Budget
If you’ve read through my list, you might still be wondering which one is right for you. I’ll tell you in many cases, I think it comes down to budget and less about needs. Budget can quickly qualify out developers.
Budgetary expectations for Genesis developers:
- You can probably retain the part-timer for about $50 per hour.
- The fixer will run about $100 per hour, but they are readily available so they are worth every penny.
- The customization specialist and unicorn will want at least $75 per hour and will usually work on projects between $500 – $2,500.
- The WordPress developer runs $100 per hour and up. Their projects are typically within the $2,500 – $5,000 range.
- The hardcore WordPress developer runs $150 per hour and up. Their projects are typically within the $2,500 – $10,000 range. They are more expensive, but when you need them, they are worth the money.
- The design firm will run between $100 and $200 per hour depending on the team member and task. Their projects will run between $3,000 and $20,000. This is a wide range, but that is because they have a broader service offering.
The key is to balance what you need with what you can spend. And in the end you might need to adjust your list of wants down or adjust your budget up.
I know from my own experience that at least half of the people I speak to have a budget that is not well matched to their list of needs. And in the vast majority of the cases, it is because they have a great idea that sounds simple, but takes some advance coding to execute.
The Bottom-line
Some web projects are quick and easy and some are highly complex and technical. And in between those two groups is a whole lot of everything else.
When sifting through your options, make sure you provide future developers with a good overview of your project and make you ask a lot of questions.
We don’t mind answering questions. We want to figure out if we’re a fit just as much as you do.
Great breakdown of the different types. I’ve always done both design and development for my clients, I didn’t even realize until recently that it’s a rare thing to do.
Richard would you consider yourself a true unicorn or in another another category?
What a great post. Very informative for the lay person and your pricing seems right on. I’m sure it varies across the country but it’s pretty accurate for Oregon. Thanks! I will bookmark this…
How about you Mary Ellen – how would you classify yourself?
I’m betting pricing is fairly consistent across the country and the skill-set dictates changes more than geography. That said, I’d love to receive feedback from readers on my estimates and how far people feel I’m off.
According to your post, I am a Customization Specialist – and I also do extensive keyword research. I haven’t run into anyone who builds with Genesis that also has this skill set so am glad to have something that sets me apart. There are some awesome WP/Genesis Developers out there.
Wow – those are some seriously spot-on descriptions! I fall into the Customization Specialist category. I started doing WordPress sites because people found out I had a blog and they’d been abandoned partway through projects. So I started as a Fixer. Then I realized the people I was helping are sole props: consultants, stationers, therapists, etc. I figured I’d better roll up my sleeves and get serious. A lot of long days/nights where all I did was take apart and rebuild, take apart and rebuild. My husband has been writing code for over 30 years, so I knew if I could check with him to see if I was understanding correctly what I was doing. And then I did his company’s website (heh)!
I’m good with design, but stronger with code, which makes me giggle, really, considering when I met the hubs I didn’t even know how to turn a computer on (that’s another long, funny story). When I talk to clients, I start picturing layouts, containers, widget areas in my head. That informs my decision for which child theme to use, because if I can just change a few style things, then cool. Otherwise, I want to know that I can get something fairly close that I can easily add/delete/modify.
And PS – I’m going to be setting up Joshua in a couple of weeks for someone, and I’m pretty sure I’m going to be setting up LisaMarie at the end of this month 😉
Oh – and yes, that’s about right for my pricing!
You were totally in my head when I wrote this and your role was the Customization Specialist or I thought it was. The quote “they can create some really good websites” was also with you in mind. I love seeing what you do with our stock Genesis themes.
I started as a customizer and then Chris Cree taught me about PSD files and their conversion to Genesis. I quickly removed myself from code hacking and hired a team who could execute the entire process. I’m much happier working on the design portion of things and not hacking code. That is best left to our staff do it since they can actually read and modify PHP and CSS.
PS – You were also in my head when writing https://web-savvy-marketing.com/2014/04/stock-wordpress-templates/.
Aww! You are so sweet! Thank you! Again, you nailed it. I just hung up with another happy client. I once read an article written by someone who created another framework – NOT Genesis!!! – and he said something like, “Anybody who can’t afford a starting fee of $1800 doesn’t deserve a website.” It absolutely floored me, and I thought, “What a load of BS. I can do better than that.” I figured I might not be a code genius but, dangit, there are people who are just starting out and need something online to get going, and that’s not fair.
I’ve found the Genesis community to be – actually, not sure I have the words for it, so “wonderful” will have to suffice!
Yep I do love our community.
I have a version of this post where I mention people for each group, but I deleted it. I didn’t want to offend anyone by leaving someone out.
But the key is I started writing it with a heart-filled effort because I wanted to talk about how awesome Genesis developers are and why they create such good stuff.
This was an excellent post! I have been thinking about this very thing and getting ready to write a post about how I’ve been working with my own clients and will link back to this. I feel like I a little bit of everything… just can’t figure out which one I fit more into than any other. Thanks for posting this Rebecca! You were spot on!
Just think – if the pool of Genesis developers isn’t sure how to categorize themselves, how can our prospective customers know who can help them? I wish there were some easy way to bucket us all up, but alas there it not.
By the way Anita, you were also in my head when I wrote the post I linked to in Edee’s comments. Your website is the used for the feature image.
You should both comment there and link to your websites so readers know how to find you. You both do great work!
Looks like you got it all right. Great way to classify developers, coders, and designers…and understandable.
Hi Rebecca,
Great article! I think you’ve got all the bases covered, and pricing seems pretty accurate for the US.
It gets a little more interesting when you factor things like WooCommerce, Membership sites, etc. A lot of people can do them, but doing them well is a different story.
I’d say I’m somewhere between Unicorn and WordPress (Genesis) Developer, leaning more towards the Genesis Developer side of things.
Ah yes, the add ons of e-commerce and membership sites. All doable with Genesis, but an absolute addition to the build’s complexity.
We work with Woo a lot. To the point that it becomes second nature. Memberships are another story for us. While I don’t think the plugins for membership are difficult, I think defining the project scope of the membership area is a challenge.
Thanks so sharing your thoughts Tony.
Yea, I’m a big fan of your work 🙂
I also have to say that probably one of my favorite aspects about the Genesis community is that there are a lot of women in this community, and there are female high mucky-mucks at StudioPress. Gender has never ever ever been an issue for me here. Not ever. Did I say never? I meant NEVER. Everyone, from the top dogs down to the one- or two-time users in forums always so easily look beyond that. If you’re good, you’re good. It’s all about the work, always is, always has been. I don’t know about Anita or Rebecca, but I’ve seen some pretty sexist behaviors/attitudes in other communities, and it doesn’t exactly make you want to go back.
Web development is kind of a male-dominated field, and if I were to encourage girls who are interested in web design or code, I would tell them without hesitation to get involved with the Genesis community. I’ve never been asked who wrote my code for me or told I should leave it to the “big boys,” or any of that other nonsense. But I’ve never been treated with kid gloves, either, which is equally awesome.
In other words, major, major kudos/props to the fellas in this community, and WAHOO for the ladies!
I’ve lived in one form or another of IT and technology since graduating college. While I’ve had older men be surprised I really knew ERP software (in my early twenties), the only time I experienced sexist attitudes was in the automotive industry. In ERP and WordPress, I’ve been blessed with openness.
I knew when I first got started (back in 2005) that I didn’t have an eye for design. But I was pretty good at tinkering and working out how to bend a given theme to fit what I wanted. So I was a customizer when I first got started. Along the way I found I’m pretty good at troubleshooting broken sites too.
But it wasn’t until I started working with Rebecca here at Web Savvy that I found my true sweet spot as part of a team. It’s so much better to be able to do what I do best and leave the other stuff for other folks on the team who actually like doing those other things. 🙂
You are 100% the fixer. Without question. You’re also the WordPress developer, but you excel as the fixer.
I fall in the Customization Specialist/Unicorn area. I strive to be more of a Unicorn.
I’m completely surprised at how many people want to be a unicorn. I did not see that coming. I would have expected people striving to be the hardcore developer.
This was a great post to read and very timely for me. I am in the process of transitioning from a full-time corporate job into pursuing my passion for web design and development. I consider myself to be a “Unicorn”. So, I was encouraged to read that you feel there is a demand/need for this type of Genesis Developer. I love to work on as much of the full scope of a project as I can. I enjoy coming up with a concept and then building it. However, I do know that there are some things I can’t do or would take me too long to learn. So, I like the idea of having more serious developers who I can reach out to for assistance on larger, more complicated projects.
Ryan there is high demand for unicorns and people who can provide assistance for small businesses beyond design. A lot of businesses need SEO, social media optimization, content writing, etc. If you can become proficient in SEO and social media, you’ll clients lining up for your services.
I wish you much luck with your transition out of corporate life. Five years ago I quit my six figure job in the midst of a recession to start Web Savvy Marketing. I’m thankful every day for that leap of faith and know it was the right move of me.
I fall into your “Customization Specialist” category, and my prices are at the top of your scale for that. But I’d say I’m a Junior Unicorn too, because I do lots of design word AND lots of coding.
Miss Patty I’m curious to know your price point and offering, as I would like to keep the budget estimates as close to reality as possible for readers.
Great descriptions! I am surprised to hear that “Unicorns” are so rare! I would consider myself part of that group, as I focus on web design and front-end web development – specifically custom WordPress themes. I am well versed in HTML / CSS, and know enough to get my way around existing PHP and Javascript. That being said, I can’t program anything from scratch, this is just using existing code snippets, etc. I certainly wouldn’t be able to write a WordPress plugin, for example, so “front-end” developer is as far as I would label myself.
I’m also just getting started with the Genesis framework and will soon be adding “Customization Specialist” to my list of services. I’m currently in the middle of customizing one of the Genesis themes as part of a redesign of my own site.
As for the pricing, you are pretty spot-on. My hourly rate is slightly higher than the one you list for “Unicorns” / “Customization Specialists”. My rates for full projects are typically on the upper end of your price range for custom theme design / development (although it can be higher if they need more work, like additional templates, or to have me add all of the site content for them, etc). It’s about mid range for “design only” and “development only” services. And as mentioned, I’m literally just getting started with Genesis, but my customization rates will likely be in the mid-lower end of your range here, as well.
Thanks for the food-for-thought on this topic!
Rebecca,
Thanks for writing that, it’s a very nice breakdown of capabilities!
I’ve written many emails in response to questions about this, but I’ll probably send people here first now, as it is so spot-on and succinct!
I love developing custom themes, including ones with unusual features, styling, and layouts – the trickier the puzzle, the more fun.
But there are many times when I refer people out, and in particular WP Site Care is a great option for ad hoc fixes.
Cheers, Dave
Ryan and his team are good people and I always feel comfortable with a recommendation that way. I’m glad other people love him as much as I do. =)
Hm, this was quite interesting a read. I do agree with you on the breakdowns, though it was enlightening to know I’m undercharging… (I’m a WP Dev with Unicorn leanings.)
Laurie I would say pricing is relative. The buckets I gave don’t take into account skill-set or level of professionalism to the degree that they could.
But I will say based on your portfolio, you have a good skill-set so you should be quoting to the numbers above. You got some skills girl! =)
Aw, thank you. 🙂