A digital agency based in India has moved the majority of its client work to a single managed platform, a decision its founder says has fundamentally changed its operations. LUBUS, an agency founded by Ajit Bohra, now runs approximately 80 percent of its client projects on WordPress.com.
The shift to a consolidated platform was a strategic choice aimed at streamlining agency workflows. Bohra stated that using one platform creates a single workflow and a centralized location for troubleshooting. Automated backups, one-click rollbacks, and detailed activity logs are cited as key operational benefits.
“The moment you go to WordPress.com, your backups are sorted. You don’t have to worry about it. Your clients are safe, your data is safe,” Bohra said.
Standardized Development Process
The agency has established a uniform development process for its team. Developers work locally using WordPress Studio, which syncs with the live WordPress.com environment, preventing direct changes to production servers. Internal quality assurance uses preview links, while staging environments are reserved for client approval.
Custom plugins are managed and deployed via GitHub. When issues arise, the team’s first response is to utilize Jetpack backup and activity log features to restore functionality before investigating the root cause. This methodology is documented internally and forms the core training for new team members.
Client Independence as a Goal
A primary objective for LUBUS is to deliver websites that remain operational without ongoing agency intervention. This philosophy extends the deliverable beyond the site itself to include client peace of mind. Clients receive managed hosting, SSL certificates, automated backups, and access to direct support from the platform.
“Even without us, their WordPress is up and running. That’s our motto. WordPress.com helps us deliver that,” Bohra explained. He emphasized that the critical outcome is client ownership and understanding of their site’s operation.
Agency Perspective on Artificial Intelligence
Despite the rise of AI-powered website tools, Bohra reports increased business for his agency. He noted that several recent clients arrived after attempting to build sites with AI, using the technology to validate concepts and create prototypes before seeking professional execution.
“A lot of agencies lead with tech. But tech comes after. The biggest skill is talking to real people and helping them understand what they actually need,” Bohra stated. He views AI as creating a new client segment that arrives with clearer briefs and a recognized need for expert help.
Internal Use of AI Tools
Within LUBUS, AI is utilized for copywriting, ideation, and code development. The team employs tools like Telex to build proofs-of-concept and prototype custom blocks, accelerating the demo process. Examples include a Text-to-Speech Block for accessibility and a Modal Popup Block for content overlays.
Bohra indicated that the most significant impact of AI has been commercial rather than technical. The agency’s consulting business is growing faster than its web development services, as clients seek guidance on technology’s capabilities and limitations.
Focus on Client Experience
Bohra believes that while AI changes client expectations, the fundamentals of agency service remain constant: understanding client needs, solving core problems, and ensuring clients feel valued. He described WordPress.com as an evolved ecosystem that enables agencies to work more efficiently.
LUBUS has been involved with the platform’s agency-focused initiatives since before the formal launch of Automattic for Agencies. Bohra characterized the program as a strategic partnership that allows agencies to deliver high-grade experiences at accessible price points.
The agency’s approach suggests a model where technology platforms handle infrastructure reliability, freeing creative teams to concentrate on business growth and client strategy. This operational shift is likely to be observed by other digital service firms evaluating their own technical stacks and service delivery models.
Source: Adapted from original interview material
