WordPress Agency, Freelancer, Site Builder or DIY?

What is WordPress?

WordPress is a content management system, or CMS for short. It lets you manage text, images and pages through an interface in your browser, without writing code. The software is open source under the GPLv2 licence, runs on PHP with a MariaDB or MySQL database and has been developed since 2003.

WordPress is the most widely used CMS. According to W3Techs (as of 17.10.2026), 58.4 per cent of all websites with a known CMS use WordPress. That equals 39.6 per cent of all websites. This wide reach cuts both ways. There are many specialists, themes and plugins, and you will find a replacement more easily if a provider drops out. At the same time, WordPress is a popular target for attackers who scan automatically for outdated installations.

WordPress.org and WordPress.com

The two names often cause confusion. WordPress.org is the free software. You download it and install it with a hosting provider of your choice. WordPress.com is a hosted service run by the company Automattic. There you rent WordPress as a ready-made package, much like a website builder. When agencies talk about "WordPress", they almost always mean the self-hosted version from WordPress.org.

What does a WordPress agency deliver?

A WordPress agency specialises in websites built with WordPress. Some only build new sites, while others also run them for you. The following building blocks appear in almost every quote. Ask which of them are included in the price.

Concept

At the start, the agency works out goals, target audience and content with you. This produces a site structure: which pages exist, how they connect and what visitors should do on each page. For a relaunch, an audit of the old website is part of this step. Good agencies ask about your customers and typical enquiries at this stage. A clean structure makes later upkeep and search engine optimisation easier.

Design and theme

The theme controls how a WordPress website looks. There are three common approaches. A ready-made theme is adapted to your corporate design. With a so-called child theme, an existing theme is extended without being changed directly. Alternatively, the agency develops its own theme based on a custom design. A ready-made theme is quick to set up. It often brings features you never use, though, and they still cost loading time. A custom theme takes the agency more time, and in return the code stays lean.

For some years now, WordPress has worked with a block editor. Many agencies build their own blocks or templates so that you can put together new pages yourself later without breaking the design. Ask how much you will be able to change on your own after launch.

Plugins and integrations

Plugins add features to WordPress, for example contact forms, multilingual content, appointment booking or a shop with WooCommerce. An experienced agency chooses plugins sparingly. Every extra plugin is code that needs maintenance and may contain bugs or security holes. Integrations with other systems, such as a CRM, an inventory system or a newsletter service, often require custom programming. This part is hard to estimate, so it should appear as a separate item in the quote.

Performance and loading times

Heavy themes, many plugins and large images make WordPress websites slow. An agency optimises images, uses caching and makes sure that only the code you need gets loaded. Hosting plays a part too. Some agencies recommend managed WordPress hosting, where the host takes care of servers, backups and some of the updates. You can learn how to measure and improve loading time yourself in the article Improve website speed.

Security and updates

A proper technical build includes strong passwords, restricted user permissions, a current HTTPS certificate and regular backups. The agency should explain who installs updates after launch and how quickly security holes get closed. You can see how to review the state of your website in the article Check website security.

SEO basics

A new WordPress website should be prepared for search engines from day one. That includes readable URLs, a logical heading structure, titles and descriptions for each page, an XML sitemap and mobile display. A relaunch adds one important point: old addresses must redirect to the new ones, or rankings will be lost. Ongoing search engine optimisation with content and analysis is usually a separate service and not included in the website price.

Accessibility

People with visual, hearing or motor impairments can also use an accessible website. This covers contrast, font sizes, keyboard navigation, alt text for images and clear forms. Under German law, Germany's Accessibility Strengthening Act (BFSG) has applied since 28.06.2025 to many online shops and other services aimed at contracts with consumers. Whether your website falls under it is something you should have checked by a specialist in your individual case. This is general information, not legal advice. You will find details in the article Accessible website. Ask the agency which standard it uses for accessibility and how it tests the result.

Maintenance and updates: an ongoing job

Many clients think of a new website as a one-off project. With WordPress, though, launch day marks the start of a permanent task. The WordPress core, the theme and every plugin receive regular updates. Some fix bugs, others close security holes. If updates are left undone, the risk rises that attackers exploit a known vulnerability.

Updates can also break things. A plugin may no longer work with the new WordPress core, or two extensions may clash. That is why many agencies use a staging environment, a copy of the website where they try out updates first. A maintenance contract typically covers these points:

• Updates: how often core, theme and plugins are updated and who steps in when something goes wrong.
• Backups: how often backups run, where they are stored and whether a restore has ever been tested.
• Monitoring: whether someone checks that the website is reachable and who gets notified if it goes down.
• Response time: how quickly the agency acts if the site is hacked or offline.
• Small changes: whether a block of hours for text edits or new pages is included.

You can also handle maintenance yourself. In that case, you need someone on your team who installs updates regularly, then tests the most important pages and forms, and knows how to restore a backup. Without such a person, maintenance belongs in a contract.

Site builder, DIY WordPress, freelancer or agency?

Before you look for a WordPress agency, it is worth asking whether you need one at all. There are four common routes to a professional website.

Website builder

A website builder is an online service that provides hosting, templates and editor from a single source. You usually pay a monthly fee.

• Pros: quick start, no server technology to deal with, and the provider handles updates and security.
• Cons: less flexibility in design and features, lock-in to the provider, and moving later is often a lot of work because the website cannot be fully exported.
• Suits: small companies, clubs or self-employed people with a few pages and no special features.

Setting up WordPress yourself

Many hosting providers offer a WordPress installation in a few clicks. With a ready-made theme, you can get to a first version quickly.

• Pros: full control, low costs, a large choice of themes and plugins.
• Cons: you are responsible for updates, security, backups and legal texts. Without experience, it is easy to end up with slow or insecure pages.
• Suits: technically minded people with time who are willing to learn.

Freelancer

A freelance WordPress developer or web designer works alone or with a few partners.

• Pros: one fixed contact, short lines of communication, often cheaper than an agency.
• Cons: there is no cover during illness or holidays. One person rarely handles design, programming, copywriting and SEO equally well.
• Suits: manageable projects with a clear scope.

WordPress agency

An agency works with a team of project managers, designers and developers, sometimes also copywriters and SEO specialists.

• Pros: more expertise under one roof, cover when someone is absent, experience with larger projects, integrations and shops.
• Cons: higher costs, more coordination, sometimes changing contacts.
• Suits: small and medium-sized businesses with many pages, several languages, a shop or connections to other systems.

The boundaries are fluid. A small agency often works much like a freelancer, and some freelancers bring in partners for design or copy. You will find more on designing and structuring websites on our topic page Web Design.

What does it cost to have a WordPress website built?

There are no reliable flat prices for "a website", because the scope varies so much. These factors decide the price:

• Number and type of pages: A company site with a few subpages needs less time than a portal with many templates and landing pages.
• Design: An adapted ready-made theme costs less than a custom design with its own theme.
• Features: A shop, multilingual content, a members' area, a booking system and integrations add considerable effort.
• Content: Supplying text, photos and graphics yourself saves money. If the agency writes the copy, that item is added.
• Relaunch: Moving old content and setting up redirects takes time.
• Accessibility and testing: Thorough tests on different devices and with assistive technologies take time.
• Running costs: hosting, domain, paid plugins or themes with annual licences, and the maintenance contract.

Factor the running costs in over several years. A cheap build with expensive licences or without maintenance can turn out expensive over the years. Get several quotes based on the same requirements, or the prices will be hard to compare.

Questions for WordPress agencies and freelancers

There is no neutral list of the "best WordPress agencies". A good provider is one that fits your project. These questions help in the first meeting:

• Which comparable projects have you delivered, and may I speak to one of your clients?
• Do you work with a ready-made theme, a child theme or a custom theme? Why?
• Which plugins are you planning, and which of them carry annual licence fees?
• Who is my fixed contact, and who covers for them?
• How much can I change myself after launch? Is there a training session?
• How do you handle redirects and existing rankings during a relaunch?
• Which standard do you follow for accessibility, and how do you test it?
• What does maintenance include, how often are backups made, and how fast do you respond to problems?
• In whose name are hosting, domain and licences registered?
• What rights to the design and code will I receive at the end?

Pay attention to the answers. A provider who asks a lot about your business and your customers is showing a good sign.

How does a WordPress project run?

The steps differ from provider to provider, but they usually follow a similar pattern. Knowing the process helps you judge when your input is needed.

• Briefing: You describe goals, target audience, the features you want and your budget. The more precise the briefing, the more precise the quote.
• Concept and quote: The agency proposes a site structure and lists the services with effort and timeline.
• Design: Drafts for the homepage and key subpages come first. You give feedback, usually in a fixed number of revision rounds.
• Development: The agency builds theme, plugins and features in a staging environment. You see the progress before the site goes live.
• Content: Text and images go into the pages. Many projects stall at this point because content is missing, so plan time for it.
• Testing and sign-off: Features, display and loading times are checked and bugs are fixed.
• Launch: The website goes live, redirects become active and the sitemap is submitted in Google Search Console.
• Operation: Maintenance, updates and further development begin.

Sign-off and handover: what to check

Before you sign off, test the website thoroughly: on a smartphone, on a tablet and on a computer, in several browsers. Fill in every form and check that the message arrives. Click through every menu item. Write down any errors and have them fixed before the final payment.

The handover is about control. You should be able to switch providers at any time without depending on one person. Pay attention to these points:

• Hosting and domain in your name: The contract with the host and the domain registration should be in your company's name. The agency gets its own access if needed.
• Administrator access: You need your own account with full rights in WordPress. Do not share logins; everyone gets their own account.
• Further access: hosting control panel, database, FTP or SFTP, DNS, email inboxes, Google Search Console and analytics tools.
• Licences: Paid themes and plugins should be licensed in your name so that updates keep working after a change of provider.
• Backups: Find out where backups are stored, how long they are kept and how you can download a copy yourself.
• Documentation: a short description of the plugins used, custom changes and the most important workflows.
• Legal texts: Your legal notice (the Impressum under German law) and privacy policy must match the website. As the site operator, you are responsible for these texts, even if the agency adds them. If in doubt, a professional review helps.

Store all access details in a password manager and change the passwords whenever a service provider leaves the project.

Summary

For a simple website without special features, a website builder can be enough. If you need more flexibility and can manage maintenance yourself, set up WordPress on your own. A freelancer suits clear, smaller projects, and a WordPress agency suits larger websites with a shop, integrations or several languages. In every case, plan for ongoing maintenance, updates and backups, and keep hosting, domain and access in your own hands. You will find more basics on structure and design on our topic page Web Design.

Sources: W3Techs, Usage statistics of content management systems (as of 17.10.2026); WordPress.org, About; WordPress.com (Automattic); Germany's Accessibility Strengthening Act (Barrierefreiheitsstärkungsgesetz, BFSG), gesetze-im-internet.de; German Federal Accessibility Agency (Bundesfachstelle Barrierefreiheit).