How Much Do Freelancer WordPress Developers Make in the U.S. in 2025?

The cost of a WordPress project varies greatly, with so many different ways to get a WordPress website nowadays.

Freelancing as a WordPress developer in 2025? Sounds like a dream—no boss, flexible hours, and potentially unlimited income. But how much can you actually make? Is it enough to quit your 9-to-5, or is it just a side hustle?

Let’s break down the numbers and see if freelancing in WordPress is as lucrative as it seems.

So, are you ready to find out?

Let’s get started.

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???? Average Income of Freelancer WordPress Developers in 2025

US-based freelance WordPress developers receive compensation between $25 and $150 per hour based on their expertise level and targeted client population along with their professional background. Freelance WordPress developers achieve hourly rates above $200 when they focus on building custom plugins or creating enterprise-level websites.

But let’s talk real figures. According to the latest 2025 data:

???? Experience Level	???? Hourly Rate	???? Estimated Annual Income (Full-time)
Beginner (0-2 years)	$25 – $50	$50,000 – $80,000
Intermediate (2-5 years)	$50 – $100	$80,000 – $150,000
Advanced (5+ years)	$100 – $200+	$150,000 – $300,000+

Of course, these are just estimates. Some freelancers charge flat rates per project instead of hourly fees, and those who specialize in e-commerce or SEO-optimized WordPress sites often command even higher fees.

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???? Factors That Impact a WordPress Freelancer’s Earnings

Not all WordPress developers earn the same. Here’s what separates the high earners from those struggling to find clients:

1. Skillset & Specialization ????

A WordPress developer who only builds basic blogs will make much less than one specializing in WooCommerce, custom plugin development, or API integrations. The more technical your skills, the higher your rates.

2. Freelance Platform vs. Direct Clients ????

Freelancers who rely on platforms like Upwork or Fiverr often face high competition and lower rates. Those who market themselves independently and build a strong client base can charge premium rates.

3. Client Type & Niche ????

Working with small businesses? You might charge $50/hour. Working with corporations, agencies, or e-commerce brands?

Expect $150+/hour.

The type of clients you attract significantly impacts your income.

4. Location & Cost of Living ????

Even though freelancing is remote, location still plays a role. U.S.-based freelancers tend to charge more than developers in other countries due to higher living costs. Clients in cities like New York or San Francisco are also willing to pay top dollar compared to smaller towns.

5. Marketing & Personal Branding ????

Freelancers who invest in SEO, social media, and networking get more high-paying clients. A strong portfolio and testimonials can justify higher rates.

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???? How to Increase Your Earnings as a WordPress Freelancer

Want to push past the $100K mark? Here’s how:

• Specialize in high-demand areas like WooCommerce, security, or speed optimization.
• Create digital products (themes, plugins, or courses) for passive income.
• Avoid low-paying platforms and market yourself directly.
• Raise your rates as you gain experience—clients will pay for quality.
• Build long-term client relationships for repeat work instead of one-time projects.

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An individual who requires a WordPress website can access builders through Upwork and Fiverr as well as Craigslist where developers will construct sites for $500 and sometimes below. Web designers use WordPress to discover clients who reside within their neighborhood areas. Web designers find their clients through chamber of commerce and BNI meetings where they establish connections for referrals. The projects targeted by these platforms hold higher value than competing against all global candidates on platforms such as Upwork or Fiverr. 

This piece will attempt to quantify the earnings of WordPress experts within the United States.

What Will the Average Wage for a WordPress Developer in the United States Be in 2025?

Let’s divide this into two categories: First, let’s take a look at salaried employees using data from the most popular job boards and directories.

Let’s start with a quick look at what Indeed can tell us. Indeed is the world’s most popular job site, with over 250 million unique visitors2 each month.

As of December 4, 2024, the average WordPress developer salary in the United States is $58,254 per year, according to 310 employees, users, and past and present job advertisements on Indeed in the previous 36 months. This equates to a salary range of approximately $14,000 to $137,000 per year.

ZipRecruiter

According to ZipRecruiter website, the average annual salary for a WordPress developer in the United States is $63,478 per year as of December 2, 2024, which is slightly higher than the $63,478 reported on ZipRecruiter reports that, the average hourly rate for WordPress work in 2024 will be around $31 per hour.

PayScale

PayScale is a website dedicated to assisting employers and employees in determining the appropriate pay for each position. According to PayScale, the average WordPress salary in the United States is $52,324 per year, with a salary range of $34,000 to $74,000 per year.

Developers Salaries by State

State-specific variations exist in the exact number of WordPress developers. The average earnings in New York City surpass those of Wisconsin State. The prediction does not indicate WordPress developers in the United States will earn $58,000 annually during 2024.

The matter proves both intriguing and challenging to establish specific definitions. The December 2024 market rates on Upwork Fiverr and Codeable for WordPress work stand at $40 per hour yet individual rates span from $30 per hour to $100 per hour.

The information regarding WordPress freelancers’ hour rates on Upwork seems to be two years old from 2017 and provides additional details about the pricing. I regularly encounter WordPress developers who fight for Upwork jobs against every developer throughout the world. The number of WordPress consultants in the United States who apply for Upwork projects has become extensive. Upwork ranks as one of the least effective methods for web design client acquisition among the approaches I provide. Numerous factors demonstrate why Upwork should be avoided for seeking employment opportunities. Their widespread usage has motivated me to provide information about Upwork in this article even though I do not recommend it.

According to a direct quote from Upwork’s website:

There are a lot of WordPress developers on Upwork who charge $20 to $100 an hour for their work, with most projects costing $194 or less.

In 2020, how much should WordPress consultants charge in the United States?

After reviewing the statistics on WordPress salaries and hourly rates in the United States in 2024, let’s shift gears and think how much WordPress consultants should charge to run a profitable business in the United States in 2023.

A WordPress Consultant’s Day-to-Day Routine

I’ve spent the majority of the last few years mentoring WordPress consultants in the United States who want to start their own web design businesses. In addition, I moderated an active Facebook group for WordPress consultants in the United States. As a result, I have the opportunity to speak with and interact with a large number of WordPress consultants on a daily basis.

Finding web design clients is by far the most popular topic of conversation for self-employed WordPress consultants. So, one of the most important things to consider when determining how much you should charge as a self-employed guy is that not all of the hours you work are billable hours. In fact, I frequently speak with people who will go for days, if not weeks, without completing a single hour of billable work.

The Incorrect Method for Determining What You Should Charge Per Hour

Assume you have a revenue target of $75,000 per year in mind. It’s tempting to calculate your hourly rate assuming you’d work a 40-hour week, just like a salaried employee. To help you, you might want to add the following:

• Working eight-hour days five days per week for 40 hours per week
• There are 52 weeks in a year, so 40 hours divided by 52 weeks equals 2,080 hours.
• Subtract the desired annual income ($75,000) from the number of work hours in the year (2080).
• $75,000 divided by 2080 hours equals $36 per hour.

With a little quick arithmetic, it appears that the average hourly rate for freelancers (as discussed earlier) is pretty close to where you need to be. However, this is not the case because, on average, most self-employed web designers bill out less than half of their working hours. The other half of their time is spent on non-billable tasks such as answering emails, providing free support and maintenance on client sites, and so on, but the majority of it is spent on finding new clients and projects.

How Much Do Self-Employed WordPress Developers Earn in the United States?

The majority of self-employed WordPress developers I speak with charge around $35 per hour (on average). If they were completely billable, they would earn more than $72,000 per year! However, most self-employed WordPress consultants in the United States earn only $30,000 to $35,000 per year. This is because they can only bill out about 1,000 hours per year. What makes matters worse is that many of the people I speak with work longer than 8-hour days. So, on average, most self-employed WordPress developers bill for only 35–50% of their time.

Three Issues Restricting the Earnings of Self-Employed WordPress Developers

The truth is that now more than ever, self-employed WordPress consultants have the potential to earn well into the six figures while running their own web design business. This is why we have a growing list of consultants in our DoubleStack Five Figure Family who are winning clients worth more than $10,000 each. WordPress developers who earn more than $100,000 per year have made three fundamental changes to their businesses, affecting their mindset, business structure, and the outcomes they provide to their clients.

Creating a Value-Oriented Mindset

The first and mYour most essential step should focus on developing high-value beliefs. When you work as a WordPress consultant with businesses locally your client should recognize your service as the most valuable marketing investment choice available. All businesses seeking profitability must dedicate resources to marketing no matter what their clients choose. An online marketing strategy pursued by your client together with you represents the most cost-effective route available today.

Your company possesses the best possible solution your clients need.

• Do you buy radio commercials?
• Would it be beneficial to include something in the classified section?

Your business provides clients with their most essential and potent solution regardless of the limited working hours they can afford to pay you. This solution provides maximum return on investment with minimal initial costs thus making it the best corporate decision they could make.

A high-value mindset needs two essential beliefs regarding your business and personal identity. Your understanding that no other solution exists for your customers’ business growth requires them to hire you marks the starting point of this discussion. You need to understand that top-quality design extends beyond website creation.

Professionals in your position must adopt alternative online marketing approaches which include developing landing pages alongside email campaigns and branding social media outlets and designing lead magnets to expand email subscriber pools. Web designers now extend their responsibilities past website creation. Business-oriented results are essential for designers to deliver to their clients.

Putting in Place a High-Value, Long-Term Business Structure

One must cease pursuing single-use projects as their second step. Your path to reaching a 6-figure business demands recurring revenue from long-term client relationships. DoubleStack follows a project development pattern which consists of two distinct phases. The first stage in client online development constitutes their initial build-out process. The company works on two project phases which start with building their website followed by site copywriting then acquiring images and graphics and branding then maintaining social media presence repeatedly. The work requirement can be summarized as extensive.

The work duration for this assignment spans 4 to 6 weeks so establish fees that match the project length. You should bill clients $3,000 to $10,000 according to the requirements for completing the build-out phase.

The next stage of work with your client spans from 10 to 40 hours each month during this second project phase. The typical payment for double stacker services amounts to $85 per hour. Your clients will obtain multiple monthly retainer packages with technical services such as hosting alongside plugin updates and backups as well as general site maintenance. Business and marketing development initiatives form the base of your retainer services which you provide to clients. Your retainer packages extend from $850 per month (corresponding to 10 monthly working hours) to $3,500 per month (providing roughly 40 monthly working hours).

The minimum $850 monthly payment for ten hours of work brings you annual earnings to $10,200 which exceeds $10,000. The total time you dedicate to your weekly workload comes to 2.5 hours which makes it possible to handle five clients. You have five clients who would join your business under these conditions. Your recurring income exceeds $50,000 annually while your daily workload amounts to 2.5 hours for five working days.

Assuming you have ten clients. Your daily work commitment of five hours allows you to earn more than one hundred thousand dollars each year. All ten clients in your business use the basic service package according to this calculation. You will help your customers move toward higher value segments when you operate in the physical world. Your client achievements will lead to measurable outcomes. The increase in their income will open more opportunities for them to employ your services. The number of customers you need is much lower than ten. Six or seven customers are sufficient to reach a six-figure annual income.

Your system functions this well by removing the most expensive and time-consuming part of your business which involves finding new clients. Your focus stays on existing clients since you avoid spending time on fruitless client acquisition. The approach benefits you since it lets you generate revenue from more hours of your working day. Your clients benefit from your continuous presence because you provide the necessary results they need. Everyone comes out ahead.

Developing Marketing Materials with a Focus on Outcomes

The third shift requires you to modify the actual content you deliver. Business growth no longer solely relies on website structures social media management and branding services. The emphasis changes from performing these skills to achieving successful results using them. The dual nature of your work has shifted because you perform two related tasks simultaneously. Your core service involves business consulting along with leadership provision. After that you need specific abilities which will enable you to translate your recommendations into reality.

For company marketing purposes you should avoid creating an online resume-style website that displays technical abilities and services. The list of client-desired outcomes replaces traditional service descriptions. The DoubleStack program focuses on developing outcome-based marketing with you as a core element of your business development.

The process requires identifying your target clients and determining their needs. The partnership develops your skills to use multiple digital marketing tools and platforms while building your comfort and confidence level. After developing market strategies that focus on your new outcomes we build marketing which targets potential clients seeking robust solutions from you.

The bottom line is as follows: Change how you define yourself, and you’ll notice a shift in who you attract.

???? Final Thoughts: Is WordPress Freelancing Worth It in 2025?

Absolutely! WordPress is still the most popular CMS, and businesses need skilled developers. With the right skills and strategy, freelancing can be highly profitable. Whether you want to earn an extra $50K per year or build a six-figure career, it’s all about how you position yourself.

So, are you ready to start (or scale) your freelance WordPress career? ????