Freelancer vs. Agency vs Retainer: What’s the Best Way to Hire a WordPress developer?

The WordPress Developer Dilemma

If you’ve landed here, chances are you’re stuck at that crossroads every business owner, blogger, or digital entrepreneur face: how do I actually hire a WordPress developer? Should you hire a WordPress developer who works alone? Go with a full-service agency? Or maybe this “retainer” thing everyone’s talking about?

Here’s the truth that nobody wants to tell you upfront – there’s no one-size-fits-all answer. And honestly? That’s both frustrating and liberating at the same time.

I’ve seen businesses make terrible decisions because they went with the cheapest option (spoiler alert: it usually costs more in the end). I’ve also watched companies overpay for agency services when a skilled freelancer could have done the job perfectly well. Then there are those who discovered retainer models and wondered why they hadn’t heard about them sooner.

The thing is that each approach has its place. The trick isn’t finding the “best” option – it’s finding the right option for your specific situation, budget, and goals.

Understanding Your Options: Three Paths to WordPress Development

Before we dive deep into each option, let’s get our bearings. When you’re looking to hire a WordPress developer, you essentially have three main paths. Let me remind you, each has distinct advantages and… well, let’s call them “challenges” rather than disadvantages. Because honestly, what works brilliantly for one business might be a complete disaster for another. 

Source –  Crazyegg.com

Alt text: Astra website developed on WordPress

👉 The Freelancer: One individual, typically working from home or a coffee shop, manages your project from start to finish. They’re often cheaper upfront. They might work odd hours. Some are insanely specialized (like “I only do WooCommerce checkout customization”). Others are jacks of all trades.

👉 The Agency: It’s a team of specialists – developers, designers, project managers – coming together and working under one roof to turn your idea into reality. It’s like having a mini company working towards building your dream website.

👉 The Retainer Model: It’s an ongoing relationship where you pay a monthly fee in return for continuous support and development. Imagine having a WordPress expert of your own on speed dial, ready to troubleshoot your problems quickly.

The Lone Wolf: The Freelancer Path

🧑‍💼 What You’re Receiving

Hiring a freelance WordPress developer means hiring one person to oversee your entire website development project. This individual usually works on their own, establishes their own hours, and is in charge of providing your website.

Freelancers are considered the wild cards of the WordPress world. You can find some amazing ones – seriously talented, fast, and affordable. They often cost less than agency. 

🧑‍💼 The Sweet Spots:

👉 Cost-effectiveness: Freelancers are usually the most budget-friendly choice for businesses, often setting their rates somewhere between $25 and $150 per hour. 

👉 Direct communication: You are speaking with the individual who is performing the task directly. No talking on the phone with account reps or project managers. You text the developer directly at 10 PM if you have a query.

👉 Flexibility: Must change course in the middle of a project? Compared to larger organizations, freelancers can frequently adjust more quickly. They don’t have to get permission from several stakeholders or follow corporate procedures.

👉 Individual attention: Your project is frequently their main focus and not simply another thing in their queue. Since a freelancer’s reputation is based on the quality of work, independent developers deliver their work with full focus.

🧑‍💼 Where It Gets Tricky:

👉 Capacity limitations: Everyone has their limits. If you’re a freelancer working solo, you might find certain projects quite challenging. Think about a job that demands a mix of advanced backend coding, complex design, SEO know-how, and solid content strategy – it’s tough for one person to handle all of that.

👉 Availability concerns: Freelancers may just vanish, take vacations, or get sick – it happens more often than you might imagine. You may be stuck if they are your only supply and an emergency arises. 

👉 Inconsistent quality: The skill level varies dramatically. Some freelancers are incredibly talented; others… well, let’s just say Fiverr has taught us that cheap doesn’t always mean good. 

🧑‍💼 When Freelancers Make Perfect Sense

Freelancers work exceptionally well for:

• Simple website builds or modifications
• Specific, well-defined projects with clear scope
• Businesses with tight budgets but reasonable timelines
• Projects where you can provide clear direction and don’t need much hand-holding

The Agency Approach: Team Power

🧑‍💻 What You’re Getting

WordPress Agencies are created with the objective of providing all the required resources under one-roof. Be it the designer who will shape the look and feel of your website or the front-end developer that will develop the user interface of your website, you will get everything as a team. They have back-end developers who expertise in managing the technical operation of your website. The SEO expert in their team will be responsible to make your website viral and drive revenue generating traffic.

🧑‍💻 The Advantages: 

👉 Comprehensive expertise: Agencies typically house specialists in every area you might need. Whether it’s the designing, website development, SEO management, copywriting, or project management as a whole – you will get all your questions answered under one roof. 

👉 Structured processes: Good agencies have refined workflows. The agencies are well informed on how to manage multiple projects, handle project revisions, meet strict delivery timelines, and maintain the quality standards you desire. 

👉 Scalability: Need more resources? Agencies offer the benefit of providing additional team members to address your project deadlines and quality concerns. These agencies are able to adapt themselves to changing workload quickly and effectively. 

👉 Reliability: If one of the agency team people is not available, others from the agency can step in. The work continues regardless of individual circumstances. 

👉 Quality assurance: Most agencies have testing and review processes to catch issues before they reach you.

🧑‍💻 The Trade-offs:

👉 Higher costs: Agency rates generally begin at around $100 per hour and can exceed $250 or more. When you are hiring an agency for your website, you are also covering for various associated costs incurred by them to operate their business, including but not limited to team structure, overhead, and processes. 

👉 Less personal attention: Your project is one of many they are handling. Your requirements may not get same level of personal investment that a freelancer would provide. 

👉 Communication layers: Instead of talking directly to the developer, you’re often communicating through account managers or project coordinators. This multi-channel communication may result in data loss during transmission.

👉 Slower decision-making: Changes or pivots might take longer because they need approval through various team members. 

🧑‍💻 When Agencies Are Your Best Bet

Agencies excel for:

• Complex, multi-faceted projects requiring diverse skills
• Businesses that need structured project management
• Companies requiring ongoing support and maintenance
• Organizations that value predictability and professional processes
• Enterprise-level projects with substantial budgets

The Retainer Model: Your WordPress Partner

🙋 What You’re Getting 

This is where things get interesting, and honestly, it’s an option that many businesses don’t fully understand. A retainer model is essentially a subscription to WordPress expertise. In simpler words, a retainer is more like a contractual employee of your Company but without going through all the HR paperwork. You pay a monthly fee (typically $200-500, though it can be higher) for ongoing access to development services. 

🙋 Why This Works:

👉 Predictable costs: Instead of getting hit with unexpected bills when something breaks, you pay a consistent monthly fee. This helps in advance cost planning. 

👉 Proactive maintenance: Rather than waiting for problems to occur, retainer providers actively monitor your site, perform updates, and optimize performance. 

👉 Priority support: When you need help, you’re not competing with new projects for attention. Retainer provides priority treatment to their regular clients. 

👉 Continuous improvement: Your website evolves gradually over time rather than sitting stagnant between major redesigns. 

👉 Strategic partnership: The provider becomes invested in your long-term success rather than just completing a single project. 

🙋 The Considerations:

👉 Ongoing commitment: You’re locked into monthly payments even during periods when you might not need much work done. 

👉 May be overkill: If you rarely need changes or updates, paying monthly might not make financial sense. 

👉 Finding the right fit: Not all providers offer genuine retainer services. Some are just repackaged hourly work.

🙋 When Retainers Make Sense

Retainer models work well for:

• Businesses that frequently need updates, changes, or improvements
• E-commerce sites requiring regular maintenance and optimization
• Companies focused on continuous growth and improvement
• Organizations that want predictable costs and proactive support
• Businesses that view their website as a critical business tool

Practical Framework For Decision

Let me give you a simple decision making framework I’ve seen work well while deciding upon the partner for your WordPress website journey:

Sr No	Test	What To Consider
1	Project Size	Small project (under $5,000): Freelancer Medium project ($5,000-$20,000): Agency or experienced freelancer Large project (over $20,000): Agency Ongoing needs: Retainer
2	Complexity	Simple: Freelancer Moderate complexity: Freelancer or agency High complexity: Agency Continuous evolution: Retainer
3	Support	Launch and leave: Freelancer Occasional updates: Freelancer with maintenance agreement Regular updates: Retainer Critical business tool: Agency or retainer
4	Communication	Prefer direct contact: Freelancer Want structured communication: Agency Need ongoing dialogue: Retainer

How to Make the Right Partner Choice

Since you have understood pros and cons of different options available for your website project, let’s get on ground and understand your needs to make the right choice. Let us give you framework to hire a WordPress developer that teams up as a dream partner.

👉 Start With Your Project Scope 

Making the developer understand your requirements is the first step to choose the right person for your project.

📑 Simple projects (basic website, minor modifications, straightforward functionality): 

• Freelancer is often your best bet
• Clear scope means less risk of miscommunication
• One person can handle everything without coordination issues

📑 Complex projects (custom functionality, multiple integrations, e-commerce, membership sites):

• Agency approach typically works better
• Multiple specialists can tackle different aspects simultaneously
• Project management becomes crucial

📑 Ongoing needs (regular updates, continuous optimization, evolving requirements):

• Retainer model often provides the best value
• Consistent relationship builds better understanding of your business
• Proactive approach prevents problems

👉 Consider Your Timeline

⌛ Urgent projects: Agencies often move faster on large projects due to team resources, but freelancers might be quicker for small changes.

⌛ Flexible timelines: Freelancers can often provide better value when time isn’t critical. 

⌛ Ongoing schedules: Retainers work well when you have continuous but unpredictable needs. 

👉 Evaluate Your Budget Reality

What people often forgets and don’t understand is that choosing cheaper option can often lead to higher costs as your business grows. This makes it important for you to be realistic with the amount available to spend. 

🪙 Tight budgets: Start with a skilled freelancer but invest time in vetting them properly. A good freelancer at $75/hour will save you money compared to a poor one at $25/hour. 

🪙 Moderate budgets: You might have options. For complex website work, you may consider agencies and in case of ongoing needs, you may hire a retainer.

🪙 Flexible budgets: Focus on value rather than cost. The right provider will pay for themselves through better results.

Red Flags to Avoid

Here’s what to watch out for when your hire a WordPress developer, regardless of which option you decide to go ahead with: 

👉 Universal Red Flags: 

• Poor communication: If they’re hard to reach during the sales process, it won’t improve after you hire them. 
• No portfolio or references: Anyone can claim experience.
• Unrealistic promises: “We’ll get you to #1 on Google in 30 days!”.
• Pressure tactics: High-pressure sales approaches rarely lead to good working relationships.
• Significant under-market pricing: There’s usually a reason it’s too cheap. 

👉 Freelancer Red Flags:

• Taking on too many projects simultaneously
• Unavailable for follow-up questions about their portfolio.
• Unwilling to provide a test project or technical assessment.

👉 Agency Red Flags:

• Can’t tell you who will actually work on your project.
• Project managers who don’t understand technical aspects.
• Outsourcing work without disclosure.

👉 Retainer Red Flags:

• Vague about what’s included in the monthly fee.
• No clear process for handling requests.
• Unwilling to provide month-to-month options initially.

Cost Analysis: What You’re Really Paying For

Let’s get real about costs because this is usually the deciding factor:

Freelancer	Agency	Retainer
Entry-level: $25-40 / hour	Small agencies: $100-150 / hour	Basic maintenance: $200-500 / month
Mid-level: $50-100 / hour	Established agencies: $150-250 / hour	Active development: $500-2000 / month
Expert-level: $100-150 / hour	Enterprise agencies: $250+ / hour	Enterprise retainers: $2000+ / month
Project-based: Often 10-20% less than hourly rates	Project rates: Often include built-in margin for project management	–

But here’s what you’re actually paying to hire a WordPress developer:

• Freelancers: Direct expertise, flexibility, personal attention.
• Agencies: Team coordination, structured processes, comprehensive skills, reliability.
• Retainers: Ongoing partnership, proactive maintenance, predictable costs, continuous improvement

Ask Right Questions Before Making Your Choice

Regardless of whether you are inclined towards working with a solo developer, an agency or want to hire someone long term, don’t forget to ask below mentioned essential questions before you finalize anything for your website development: 

🙋‍♂️ For Everyone:

1. “Can you show me three similar projects you’ve completed?”
2. “What happens if something goes wrong after website launch?”
3. “How do you handle scope changes?”
4. “What’s your typical response time for urgent issues?”
5. “Can you provide references from recent clients?”

🙋‍♂️ Freelancer-Specific Questions:

1. “What happens if you’re unavailable for urgent updates?”
2. “Do you have backup developers you work with?”
3. “How do you handle projects that exceed your skill set?”

🙋‍♂️ Agency-Specific Questions:

1. “Who will be my main point of contact?”
2. “What happens if team members change during the project?”
3. “How do you ensure consistency across different team members?”

🙋‍♂️ Retainer-Specific Questions:

1. “What is included / excluded in the monthly fee?”
2. “How do you handle months when I need more work than usual?”
3. “What’s the minimum commitment period?”
4. “How do you prioritize requests from different retainer clients?”

Final Comparison For Decision Making

Criteria	Freelancer	Agency	Retainer
Cost (Hourly)	$25–$150	$50–$250	Project-based or monthly work
Project Scope	Simple websites and quick fixes	Large, complex, enterprise projects	Ongoing maintenance, enhancements
Team Structure	Solo professional	Dedicated team	Expert team (or individual) on-demand
Project Management	Managed by client or technical lead	Structured, process-driven	Proactive, strategic partnership
Quality Assurance	Limited to the individual’s habits	Strong, embedded processes	Continuous monitoring and audits
Accountability	Minimal, relies on trust	Contractual with high accountability	Contractual, highly transparent
Communication	Direct, but can be inconsistent	Consistent, structured	Proactive, regular reporting
Long-Term Support	Unreliable and often ad-hoc	Available through maintenance plans	The core purpose of the model

Conclusion

So, what’s the best way to hire a WordPress developer? Well, here’s the thing – I can’t give you a definitive answer because it completely depends on your situation.

If you’re a startup with a simple website need and a tight budget, a skilled freelancer might be perfect. If you’re an established business with complex requirements, an agency could be worth the investment. And if you’re constantly evolving your website and need ongoing support, a retainer model might be your best bet.

The key is being honest about:

• What you actually need (not what you think you need)
• What you can realistically budget. 
• How much involvement you want in the process
• What level of ongoing support makes sense

Don’t just go with the cheapest option, but don’t assume expensive automatically means better either. Do your homework, ask the right questions, and choose the WordPress developer for hire that aligns with your business goals.

Remember, your website isn’t just a one-time expense – it’s an ongoing investment in your business. Choose accordingly. 

Frequently Asked Questions

❓ How do I avoid getting ripped off?

✍️ Get everything in writing, ask for references, start with smaller projects when possible, and trust your instincts about communication quality. If someone’s promising unrealistic results or prices seem too good to be true, investigate further. 

❓ How long should I expect my WordPress project to take?

✍️ It depends on complexity, but simple sites might take 2-4 weeks, moderate projects 6-12 weeks, and complex sites 3-6 months. Agencies often provide more accurate timelines due to structured processes. 

❓ How do I know if a freelancer can handle my project?

✍️ Before deciding, review their past deliverables and portfolio of similar projects, ask for references, and consider giving them a small test project first. A good freelancer will be transparent about their capabilities and recommend alternatives if your project exceeds their skill set. 

❓ Are agencies always more expensive than freelancers?

✍️ Not necessarily. While agency hourly rates are higher, they often complete projects faster due to team resources. For complex projects, agencies might actually be more cost-effective in the long run. 

❓ What’s typically included in a WordPress retainer?

✍️ This varies significantly, but commonly includes regular updates, security monitoring, backup management, minor content changes, and priority support. Always clarify exactly what’s included before committing. 

❓ Can I switch from one model to another after starting?

✍️ Yes, but it’s easier to go from freelancer → agency than the reverse. Many businesses start with a freelancer for the initial build, then move to a retainer for ongoing maintenance. 

❓ What questions should I ask to vet a WordPress developer?

✍️ Focus on their experience with similar projects, their process for handling changes, their approach to security and backups, and their availability for post-launch support. Don’t just ask technical questions – communication and reliability are equally important. 

❓ Is it worth paying more for local developers?

✍️ Not necessarily. Focus on skill, communication, and reliability rather than location. However, similar time zones can make communication easier, and local developers might better understand your market.