…they do this one thing.

Let’s put everything into context before we begin.

WordPress powers 43% of the web, which means it’s pretty reasonable to assume opportunity still exists in the ecosystem.

So, what gives? Why aren’t most WordPress devs making good money?

Sure, there’s endless competition, relentless price pressure, and customers who expect everything for free.

But still, 43% of the entire web is a huge market.

So, how come only a tiny minority of companies dominate the majority market share, no matter which segment you focus on, while the overwhelming majority are left on the sidelines?

The Harsh Economics of WordPress + Our Data

WordPress powers 43% of the internet.

On paper, that sounds like a goldmine. A massive, open market full of opportunities for plugins, themes, and services.

But the truth is: market share doesn’t equal profitability.

The same openness that fuels WordPress also floods it with competition. Anyone can launch a plugin. Anyone can start selling services. As a result, prices race to the bottom, and most small teams end up competing on discounts instead of value.

We have analyzed thousands of WordPress companies for our research. Over 90% of the companies are fighting for ~30% of the market share.

Segment 1

Our focus here is on two of the more common occurring segments that are essentially fighting for scraps.

So, is there no hope for solo founders and small teams?

Quite the opposite as we showed in our last article. In reality, there’s a version of both of these segments that dominates the majority (70%) of that segment’s market share.

So, how do you become a part of the dominating minority instead of the 90% of companies in a race to the bottom?

Strategy Isn’t Optional

Our data shows that there’s a difference in mindset between the minority that dominates the market and the majority vying for a smaller piece of the pie. The former interact with the market differently.

Let’s call them Mindset A and Mindset B.

  • Mindset A — these are people who are willing to understand and engage with the market. Doing so helps them determine the path their company should take.
  • Mindset B — these are people who optimize for vanity metrics, fixate on keywords, chase trends, and exhibit herding behavior, imitating others and focusing on improving imitation over understanding. This leads to congested markets with little room to scale.

The top WordPress companies (even the small ones) didn’t rely on luck. They invested time in understanding their customers, studying their competitors, and clarifying their market position. In other words, they thought strategically long before they scaled operationally. These are companies led by people with Mindset A.

For solo founders and small teams, this means understanding the market is essential. You can’t afford to waste effort executing ungrounded tactics like writing random blog posts, launching half-baked features, running ads blindly, or chasing every SEO keyword.

The mindset shift is moving from Mindset B i.e. “How do I get more traffic?” to Mindset A i.e. “Who am I really serving, and why should they choose me?”

How to Win Through Marketing

You don’t need a big marketing department to win. We know there are many solo founders and small teams consisting of 3-4 people who are dominating their sector, and naturally, they cannot execute at the same level as larger companies.

But the underlying strategy is the same, tactics simply adjusted for scale. The same STDP framework used by top WordPress companies can help you focus your effort, sharpen your message, and scale your communications with intent.

Segmentation

Segmentation involves dividing a broad market into smaller groups with shared needs or behaviors. Instead of serving “everyone using WordPress”, identify your winnable corner.

You can segment by geography (where users are), demographics (who they are), psychographics (why they buy), or behavior (how they use your product).

Start with your current customers:

  • Who buys now?
  • What problems do they solve with your product?
  • Which customer types bring the highest lifetime value with the least support friction?

Effective segmentation lays the groundwork for focused targeting and tailored value propositions.

Targeting

After segmentation, the next step is targeting i.e., evaluating each segment’s potential and deciding which ones to serve.

Not all segments are worth pursuing. Some may be too small or misaligned with your strengths. Targeting focuses resources on the most profitable and sustainable opportunities.

You have to decide how narrowly or broadly you’re targeting:

  • Undifferentiated marketing: one offer for all.
  • Differentiated marketing: different offers for multiple segments.
  • Concentrated marketing: focus on one niche.
  • Micromarketing: tailor to individuals or local areas.

Choosing the right strategy helps align your product with customer expectations and build long-term, profitable relationships.

Differentiation

After selecting target segments, the next step is differentiation i.e., developing unique attributes that deliver superior value relative to competitors and give customers a clear reason to choose your brand. This requires competitive analysis to identify where you can truly stand apart.

Five key bases for differentiation are:

  • Product: distinctive features, performance, or design.
  • Services: exceptional support or delivery.
  • Channels: innovative distribution or coverage.
  • People: skilled, customer-focused employees.
  • Brand image: strong identity, heritage, or reputation.

The goal isn’t to be different for its own sake, but to stand out in ways that truly matter to your customers.

Positioning

The final step is positioning, in which you define how your brand should be perceived in the minds of target customers relative to competitors. Effective positioning links the brand to a clear value or benefit that customers can instantly recognize.

There are five common value propositions:

  • More-for-more: superior quality at a premium price.
  • More-for-the-same: higher quality at similar prices.
  • Same-for-less: comparable quality at lower cost.
  • Less-for-much-less: basic performance at budget prices.
  • More-for-less: high quality at low prices.

Clear, consistent positioning turns your chosen value proposition into a lasting competitive advantage that shapes how customers see and choose your brand.

Further reading: STDP: The Four Steps of a Customer-Driven Marketing Strategy

Conclusion

WordPress developers end up fighting for scraps because they treat the market as one big, undifferentiated crowd. The teams that win are the ones that are willing to understand and engage with the market. They know exactly who they serve, why those customers buy, and how to position themselves differently from everyone else.

You don’t need a huge budget or a large team to do this. What matters most is adopting the right mindset.

By understanding and interacting with the market, you can start building focused strategies that attract the right customers, create meaningful value, and become a part of the dominating minority.