Making WordPress themes with mathematical precision to detail
I’ve been following man behind Themetry (Leland Fiegel) for a while and we are totally on the same page. Pretty much everything he says about WordPress themes (or other things), I’m like, yes, yes, and YES! He has friendly and professional touch.
I can recommend Themetry from the bottom of my heart. Designs are fresh, code is top notch, and Leland knows what he’s doing. Let him tell more about his WordPress Theme Shop.
Themetry has only a single employee, me (Leland Fiegel). I handle all the theme development and support, occasionally write on the blog, and represent the business at events like WordCamps and in interviews like this one. 🙂
While I am the only employee, I frequently collaborate with designer Tung Do, who some old-school WordPressers may remember from his popular website, WP Designer. Although he sold the site and it has since gone defunct, his WordPress design skills are better than ever.
Themetry’s history is a short one, starting in late 2015. This was long after countless theme shops have come and gone, and long after many considered the “theme gold rush” to be over.
Although Themetry is a new company, I am not new to themes. I had my own popular theme website called Theme Lab, which I started back in 2007. It was acquired in 2013, but I found myself not able to shake my passion for theming.
I noticed many of the original theme companies were not really theme companies anymore, largely shifting their business to premium plugins, page builders, and SaaS services. I felt this trend left room for someone like me who wanted to create “just” a theme company, so I did.
After launching a couple successful themes, I decided to leave my job as a WordPress developer at a local agency in January 2016, and have been working on Themetry full-time ever since.
The target audience of Themetry are people looking for themes that:
Each theme we have is designed with a specific purpose in mind. For example, we have a theme designed for fashion magazines, and another designed for food bloggers.
Of course, customers are welcome to take our themes in different directions, but we would never intentionally design a “multi purpose” or “general” theme.
I like when customers are pleasantly surprised that all they have to do to set up the theme is just use WordPress in a natural way. Simply publish posts, fill in a widget area or two, and the theme shapes the rest.
I can’t speak much about design inspiration since I don’t do any of the design for Themetry themes. Like many other people in the web design industry, I am a fan of Awwwards.
All of the above. Also, we have experimented with converting one of our popular themes to a Genesis theme, which we are currently selling on the StudioPress store.
I like to experiment with different business models just to see what works best, then hone in on that. So far, the lion’s share of my revenue comes through WordPress.com sales, but my long-term goal is to sustain Themetry mostly off of theme club memberships.
Right now, a theme club doesn’t make too much sense because our theme collection is quite small, but we’re working on that.
I still need to maintain a careful balance between quality and quantity. 🙂
I’d rather not go into specifics, but let’s just say it’s going about as well as you could expect for such a new theme company.
Thankfully we were able to quickly ship a few themes that generate enough revenue to stay profitable, and we use that profit in order to pay more designers for more themes that align with our theme philosophy. I’m excited about the growth potential. 🙂
First, I like to take an inventory of all the designs, make notes of what components are used in multiple places, and envision how I’ll code it before writing a single line.
Then, I’ll generate an Underscores-based starter theme, set up a local installation with Ampps, load some demo content, and start working. I’ll set up an identical site on my live demo site and periodically sync code through BitBucket so I can show people I’m working with progress.
I mainly just use a vanilla version of SublimeText to write my code on my macOS devices. And phpcs to clean up any WordPress Coding Standards issues.
Lots of them! I’d direct people to the Themetry Blog to stay up to date, but just to name a few:
My future plans are to stay the course. Steadily build a collection of high-quality, purpose-built themes with best practices in mind.
People are getting sick of terrible theme user experiences. Every time somebody’s site gets hacked because of a bundled plugin that wasn’t kept up to date, every time somebody loses large chunks of content because it’s trapped in a proprietary page builder after a theme change, every time a site breaks due to a mismanaged theme update…
…I could go on, but every time something like that happens, it’s just going to push more people to theme shops like ours.