Hire the Top 3% of Freelance WordPress Developers

Demand for WordPress Developers Shows No Signs of Slowing Down

According to W3Techs, an organization that tracks web technology use, WordPress remains the world’s most popular content management system (CMS). Powering an estimated 43% of all websites on the Internet—a staggering 63% of the CMS market share—the platform’s usage dwarfs that of rival platforms. By comparison, WordPress’s closest competitor, Shopify, comprises just 6% of the CMS market.

However, the flexibility and rich ecosystem of third-party API integrations that have contributed to WordPress’s popularity can make it challenging to find the right developer to leverage its full potential, particularly as demand for web developers is growing. The US Bureau of Labor Statistics reports that there were approximately 216,700 web development and digital design jobs and about 19,000 job openings in 2022, with a 16% growth rate projected from 2022 to 2032, significantly outpacing the 3% average across occupations.

Accordingly, hiring managers who recruit and employ WordPress developers face growing competition to attract and hire highly qualified candidates. In this hiring guide, we provide an overview of relevant attributes, job description tips, and interview questions and answers to help inform your selection process and ensure you identify the best candidates for your company.

What Attributes Distinguish Quality WordPress Developers From Others?

If a savvy WordPress user can build and support a website without any coding experience—and many can—then what exactly is a WordPress developer? This is an area of emerging debate within the development community. While some experts define a developer, exclusively, as a professional with coding proficiency (i.e., a programmer or engineer), others are open to a wider interpretation of the role that recognizes the growing popularity of no-code and low-code web builders.

A more helpful distinction, perhaps, exists between site managers and engineers. While tasks performed by individuals in the two roles differ, the following skills are germane across all areas of WordPress development and apply, to varying degrees, to both roles.

Theme and Plugin Installation and Customization

A site manager will be well-versed in WordPress’s extensive ecosystem of third-party tools. They can recommend, install, configure, and customize themes and plugins to deliver common features that represent a company online. An engineer is best suited for projects that call for customization—bespoke functionality, novel features, and complex API integrations. Because they understand how to create custom themes and plugins, they can create fresh-looking, highly interactive websites that stand out from those of competitors.

Front-end Performance

A site manager often relies on preconfigured tools, such as a built-in WordPress theme development feature, to deliver a satisfying user experience. ​​A skilled programmer, who possesses more highly refined technical skills, can write original PHP, HTML, and CSS code to create flexible layouts that ensure optimal performance on desktop and mobile sites. Regardless of how it is expressed in the development process, front-end development experience can be an invaluable asset in the performance optimization of Wordpress projects. Look to hire developers who draw on front-end technologies and responsive design principles to score between 90% and 100% on Google’s Core Web Vitals user experience metrics tool.

Back-end Performance

Because a site manager is reliant on third-party tools to deliver speed optimization services, they tend to have little control over back-end performance. By contrast, an engineer with technical expertise will often use WordPress’s caching methods to store resource-intensive operations, so pages can load more quickly. In addition, programmers understand best practices for compressing the size of code and image files, and deferring the loading (also known as “lazy loading”) of low priority assets. They often use tools such as New Relic or Query Monitor to track page performance. In your hiring process, give added consideration to candidates who can articulate how they have applied such tools in prior Wordpress projects to optimize page loading speed.

API Integration

A site manager connects WordPress to third-party API endpoints via the pasted-in, embedded solutions the platform offers to allow it to “talk” to other applications and share data. Popular services, such as WooCommerce’s open-source e-commerce plug-in for WordPress, are seamlessly configured for easy, non-technical integration. However, some third-party services are constrained by compatibility issues, which, without proper diagnosis and remedy, can result in websites that look incoherent or perform poorly. An engineer (or dedicated WordPress developer) typically knows how to encode API integrations manually, thereby allowing for custom solutions that provide increased flexibility and control.

PHP

WordPress Core is built on PHP as its primary programming language. During the software development process, a site manager employs the PHP server-side scripting language to enhance dynamic web development. An engineer writes PHP in an object-oriented style, using objects and classes to develop creative solutions to streamline content delivery and troubleshoot and debug code.

HTML

HTML controls the formatting and definition of structures and content. A site manager applies HTML judiciously to turn design components into living features on webpages. An engineer closely considers and chooses HTML elements based on their predicted effects on the performance outcomes of a development project.

Cascading Style Sheets (CSS)

To manage the aesthetic qualities of a web design, a site manager modifies CSS, as needed. An engineer writes and organizes CSS according to the “semantic class name” approach, or the emerging utility-first approach, likely aided by a tool like Tailwind CSS.

JavaScript

Both site managers and engineers are proficient in using JavaScript to add complex user interactions to a webpage. They may apply JavaScript libraries, like jQuery, to simplify code creation and ensure the timely delivery of animations and other complex design elements.

Search Engine Optimization

A WordPress developer—whether a site manager or engineer—can set up and train your staff to monitor tools like Google’s Search Console and Yoast, the de facto standards for improving a site’s search engine rankings.

UI/UX

A site manager ensures that a website’s user interface meets specifications and reflects defined business needs. An engineer can account for less obvious elements like error messages, hover states, and click states. Both types of developers advocate for the product’s end users, recognizing that they are far more likely to adopt and use a solution that is well designed, easy to navigate, intuitive, and functional.

Accessibility

WordPress development, per WCAG 2 standards, should ensure the inclusion of a broad range of users, as well as compliance with US and international accessibility regulations. A site manager incorporates accessibility by making responsible color and font choices. An engineer’s understanding of nuanced ֵA11Y principles, coupled with knowledge of their site’s code quality, enables them to avoid and resolve accessibility issues of every category. Most skilled developers will have demonstrated experience with accessibility compliance and auditing tools like Lighthouse, SortSite, Axe, or Siteimprove.

Site Architecture

A site manager often uses WordPress themes and plugins to build a website that reflects a brand’s style. An engineer—prior to writing production code—will often plan an information architecture to describe the relationships of all data types and elements that live on a site. This groundwork helps an organization avoid common maintenance and scaling problems that can occur as a site accumulates features and undergoes content updates.

How Can You Identify the Ideal WordPress Developer for Your Team?

To find the right WordPress developer for your company, begin by defining your business needs, team composition, and project requirements. Consider the basics: Do you need to find local talent for an in-person role or are you open to hiring remote developers, potentially broadening your search to a global talent pool? Is this a one-off project (in which case you might be able to hire a freelance WordPress developer) or will the individual be hired for an in-house full-time or part-time role? Can a single developer fulfill your needs within the expected time frame, or will you require a team of developers to get the job done? Answering these questions will help narrow your search and ensure the most relevant candidates apply for the position.

Next, you’ll want to determine the desired experience level of the candidates you recruit. Consider whether the developer you hire will be assigned discrete, time-bound development tasks or be called on to plan and implement more expansive, end-to-end software solutions; in the latter case, the leadership and project management experience of a senior developer will be indispensable. You’ll also want to assess whether the developer will be working independently and if they will have direct reports to manage; both conditions benefit from more extensive experience. As you make these determinations, reflect on your onboarding process: Do you have protocols in place to ensure the developer will be able to properly integrate with your existing team? How much mentorship and guidance will they need as they ramp up? Selecting a candidate with the right level of experience is important to ensure they will have success in the role and deliver high-quality results.

Finally, you’ll want to decide whether a site manager or an engineer is the best choice for the role. When vetting candidates, pay close attention to their coding skills and years of experience using the WordPress platform to build landing pages, websites, and web applications.

If you’re building or refreshing a relatively straightforward, content-focused website, a site manager tends to be the best choice for a WordPress developer. Site managers have project management expertise and are skilled at using themes and plugins to create, fix, or otherwise modify websites. Using reliable third-party solutions is likely to save you time and resources and can be an effective approach, particularly for startups.

If, on the other hand, your website requires extensive theme customization, robust security protections, or exceptional performance, hiring a full-stack developer with relevant experience and a strong track record of delivering custom-coded development solutions may be a better way forward. While a skilled engineer may be more expensive to hire for development services, they often will reduce shadow costs and development time as your site evolves and undergoes regular updates. Ultimately, the choice comes down to your organizational goals: If control, adaptability, and scalability are essential factors for your project’s success, or if the site will serve as the hub of your business, an engineer’s technical knowledge is indispensable.

Keep in mind that some applicants may inflate their résumés, referring to skills as rudimentary as the installation of themes and plugins as “development experience.” To flag such mischaracterizations, it is important to probe the specific ways candidates have used WordPress in past projects.

The following table can help you determine which type of developer will work best for you:

Understanding the differences between WordPress and Wix, a competing web development tool—and the skill sets each requires—will allow you to better align project requirements with the best talent for your project.

While WordPress and Wix website development overlap in many respects, the two platforms meet different needs. WordPress websites offer endless customization possibilities and full control over SEO. Wix, by contrast, is an all-in-one solution comprising not only site development but domain registration and hosting.

Another distinguishing feature is the level of IP access and protection afforded by the services. With WordPress, your company retains control and ownership of its data. Wix, however, is a closed-source CMS. A developer can export data from Wix only to the degree that the platform allows. It’s a good idea to evaluate WordPress against Wix, and other similar content-hosting web builders (Squarespace, Shopify) to determine which best serves your needs.

How to Write a WordPress Developer Job Description for Your Project

A clear, detailed job description will help you attract the right set of candidates. Begin with a well-crafted job title. Since the distinction between WordPress site manager and WordPress engineer is not widely recognized within the industry, it is generally better to use familiar titles, such as:

• Junior WordPress Developer
• Senior Front-end WordPress Developer
• WordPress Webmaster and Administrator

In a straightforward problem statement, describe the challenge you need to solve, using language that will make sense to a nonexpert. An effective job post will delineate the specific project requirements for the initiative and the perks and benefits your organization offers.

Finally, clarify your company’s worksite policy and engagement type. This can be incorporated into the job title:

• Remote Full-time Junior WordPress Developer
• On-site Senior WordPress Developer, temporary to permanent
• Hybrid WordPress Webmaster and Administrator

What Are the Most Important WordPress Developer Interview Questions?

At the interview stage, you’ll have a chance to get a better understanding of the candidate’s skill set and assess their suitability for the project. Asking pointed technical questions and encouraging candidates to share examples from past WordPress projects that illustrate their problem-solving skills will provide useful insight into their proficiency with the platform. Consider the following questions:

Would you consider yourself more of a site manager or engineer?

The line that separates a site manager from an engineer is often blurry, especially in cases where a site manager does “just a bit of” coding, plugin extension, or custom theme development. Your candidate’s response to this interview question should reveal whether their professional background more accurately reflects experience as a site manager or an engineer.

Can you tell me about a custom plugin you have written from scratch?

A skilled site manager’s answer may focus on their experience selecting templates and modifying themes and plugins to convey a company’s distinct look and feel or extend a site’s functionality. A qualified engineer, on the other hand, should include in their answer examples of customized plugin development techniques they’ve honed through extensive experience using WordPress.

How do you approach building complex UI elements?

Look for candidates who strive for efficient, cost-effective solutions. For instance, before using JavaScript to code a feature, a talented developer might consider whether native HTML already supports the sought-after functionality. Next, they might look for any HTML5 JavaScript APIs that support the feature. If they determine HTML won’t support the desired functionality, they would then apply JavaScript to develop the feature from scratch.

What are the most common use cases for custom post types? Describe the best practices for creating common post types.

Custom post types offer a solution for organizing a website’s content and are distinct from pro forma posts and pages. Before creating a custom post type, experienced developers, or their in-house colleagues, will interview stakeholders to get a sense of how the project will evolve. To create custom post types, a developer can write code in a plugin or choose an inherited “child” theme. Wordpress experts should be able to articulate these common practices.

Explain what actions and filters are. Discuss their differences, and how and when to use them.

Actions and filters allow a developer to integrate WordPress Core, themes, or plugins without having to tinker with third-party code directly. An action allows a developer to execute a particular function (such as adding Google Analytics code) in a set location, for instance, the closing body tag. A filter allows a developer to read or replace a piece of data, such as unencrypted HTTP with HTTPS links within a blog post. Skilled Wordpress developers will offer clear, convincing descriptions of how and when to use each tool to achieve business goals.

Describe the steps to create a simple plugin.

To create a simple plugin, a developer begins by creating a folder in WordPress’s /wp-content/plugins/ folder. The folder’s name should be indicative of the purpose of the plugin. It should be short, ideally just a couple of words. Finally, it should be prefixed with a unique namespace, so as to avoid conflicts with any of the thousands of existing WordPress plugins that may have a similar name.

In the new folder, a developer creates a file called plugin.php. In the file’s opening DocBlock, they type Plugin Name: Abcd but, in place of Abcd, they enter the name of the plugin. Spaces are permissible in this instance. WordPress will use the file header to identify the plugin. While the process may exhibit some variation, a strong answer will suggest an understanding of naming conventions and workflow protocols within the development process.

Explain the role of child themes.

The purpose of a child theme is not only to inherit all the built-in functionality of a guiding parent theme, but also to allow for safe deviations from these rules. Creating a child theme also allows a developer to avoid editing a third-party parent theme unintentionally, while ensuring any modifications they make will be preserved in subsequent software updates. If pressed for details, the best WordPress developers will be able to describe how they have used child themes in prior website design projects to protect sites from being inadvertently corrupted.

How do you make a basic child theme?

To make a child theme based on a parent theme, an experienced developer will create a folder in WordPress’s /wp-content/themes/ folder. In the new folder, they will generate a stylesheet file called style.css, populating it with metadata. The file header is used by WordPress to associate the child theme to that of its parent.

Why Do Companies Hire WordPress Developers?

Businesses call on WordPress developers to build and maintain websites that represent their companies online. WordPress is the world’s most popular platform for web publishing, and one of the most successful open-source projects of all time, powering more than a third of registered domain names.

WordPress’s dominance in the market offers many benefits to those who adopt this CMS, including the support of WordPress’s active community. In addition, WordPress’s versatility allows a developer to tailor a company’s online presence to the audiences and specifications it deems most important. Whether you are implementing an e-commerce site; a content management system; a branded virtual presence; or a scalable, high-performance app; hiring a WordPress developer is a shrewd choice.

The technical content presented in this article was reviewed by Mike Zeballos.