Ross Johnson, founder of 3.7 Designs, shares insights from nearly 20 years at the helm of his WordPress agency. He discusses the evolution of agency workflows from custom development to modern block-based builders, emphasizing the importance of experimentation for growth. Ross dives into the challenges of managing client expectations and scope creep, as well as the transition to retainer models for sustainability. The conversation also touches on the rise of AI in development and marketing, blending efficiency with the need for human creativity.
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insights INSIGHT
Redefining WordPress Professionalism
Professionalism in WordPress work isn't defined solely by coding or using version control.
Delivering value consistently and showing up for clients is the true mark of a WordPress professional.
insights INSIGHT
Custom Means Hand-Coded Sites
Custom site building meant writing nearly everything in code, with minimal base themes.
This contrasts with current page builders that enable full custom sites using a visual interface without sacrificing development.
question_answer ANECDOTE
Custom Development Overruns
3.7 Designs often went hundreds of hours over budget fixing issues in custom development.
This costly inefficiency motivated their shift toward block-based builders and off-the-shelf solutions.
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In this episode of the WP Minute+ Podcast, Matt speaks with Ross Johnson, founder of 3.7 Designs, about what it’s like to run a WordPress agency for nearly 20 years. Ross shares the lessons learned from starting his agency in the early 2000s, evolving from general web design to custom WordPress development, and ultimately shifting toward modern workflows with block-based builders and recurring revenue models.
The conversation explores practical agency management topics like the cost of custom development, experimenting with new tools, working with clients of all sizes, and the ongoing debate over what defines a “WordPress professional.” Ross and Matt also discuss the role of version control, the rise of AI in agency workflows, and how to adapt to the changing landscape of customer expectations, marketing strategies, and sustainable pricing models.
Key Takeaways
Agency Growth and Sustainability:
Ross founded 3.7 Designs in the mid-2000s and has adapted through major WordPress and industry changes.
Experimentation and reflection are critical to long-term agency growth and process improvement.
The shift to retainers and recurring revenue has helped the agency survive economic ups and downs.
Custom vs. Page Builder Workflows:
Building everything from scratch led to budget overruns and development fatigue.
Tools like GenerateBlocks offer efficiency without sacrificing flexibility.
Page builders don’t diminish professionalism – they enhance it with the right strategy.
Defining a WordPress Professional:
Caring about your craft, clients, and business is key to professionalism.
Version control is helpful, but not the only marker of expertise or quality.
The community should avoid exclusionary definitions of “real” developers.
AI, Marketing, and the Future of Agencies:
AI is a valuable assistant, but not yet a full replacement for development or marketing teams.
AI can accelerate ideation, design, and content repurposing across multiple channels.
Agencies that lean into human connection and high-touch service will differentiate themselves.
The WP Minute+