How LUBUS Turned WordPress.com into a Competitive Advantage

By WordPress.com Staff on March 19, 2026

Ajit Bohra has been building with WordPress since 2008. His agency, LUBUS, works with start-ups, enterprises, local businesses, and content platforms across India.

One decision changed how the entire agency operates: moving 80% of client projects to WordPress.com.

You work on growing the business, not in the business. WordPress.com takes care of everything else.

Ajit Bohra, Founder & CEO at LUBUS

Here's a look at the tools, workflows, and mindset behind that decision.

Why 80% of their clients run on one platform

Running everything on WordPress.com was a deliberate choice — and it shapes all operations of the agency by having one platform, one workflow, and one place to search when something goes wrong.

Backups automate, rollbacks happen in one click, and the activity log tells them exactly what went wrong and when.

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.

Ajit Bohra, Founder & CEO at LUBUS

When a problem arises, clients can go straight to WordPress.com support without an agency in the middle. A junior team member once resolved a client site issue via chat support in 30 minutes, with no escalation and no senior help needed.

He said: I didn't have the technical knowledge, but I got it sorted for the client. That's exactly the point.

Ajit Bohra, Founder & CEO at LUBUS

The workflow every LUBUS developer learns on day one

Having a single platform means having a single way of working, and that consistency is what ensures a team's efficiency across every project. Every developer at LUBUS works locally via WordPress Studio, synced to WordPress.com, so nothing directly touches the live server.

Preview links handle internal QA, and staging is for client sign-off. GitHub hosts and deploys the custom plug-ins. When something goes wrong, Jetpack backups and the activity log are the first stop — roll back, then figure out why.

We built internal documentation around it: building websites with WordPress.com. It's what every new team member learns first.

Ajit Bohra, Founder & CEO at LUBUS

Peace of mind is the real deliverable

LUBUS sets a simple goal for every project: The client's website should keep running even without the agency's involvement.

That means clients get hosting, SSL, automated backups, rollbacks, Jetpack features, and direct support, all bundled together.

But what Ajit keeps coming back to isn't the feature list. It's the fact that clients ultimately own their site, understand how it operates, and avoid panic if an error occurs.

Even without us, their WordPress is up and running. That's our motto. WordPress.com helps us deliver that.

Ajit Bohra, Founder & CEO at LUBUS

Why AI is making the agency busier, not redundant

Their focus on genuine client value is also why Ajit isn't worried about AI.

Four recent clients came in having already tried website building with an AI tool. They'd used it to validate their idea and create a general prototype of their vision — and then realized they needed a human to execute the concept.

For LUBUS, AI is creating a new type of client: one who arrives with a clearer brief and a stronger conviction that they need professional help.

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.

Ajit Bohra, Founder & CEO at LUBUS

How LUBUS uses AI internally

The team at LUBUS uses AI across copywriting, ideation, and code development.

They are experienced users of Telex, using it to build proofs-of-concept and prototype custom blocks to generate a working demo faster, which helps determine next steps.

For example, the team used Telex to build a Text-to-Speech Block, exploring different implementations before moving toward a unified solution for content and accessibility use cases.

The Telex block generated by the LUBUS team - a Text-to-speech Block

They also generated a Modal Popup Block for lightweight overlays in block-based content, which is already being used in upcoming projects and is planned to evolve into a more refined open-source solution.

But the biggest shift AI has brought to LUBUS isn't technical — it's commercial. Their consulting business is growing faster than their web builds, as more clients need help understanding what technology can and can't do for them.

Build the kind of agency that wins on experience

AI is changing what clients expect from agencies, but Ajit believes the fundamentals don't change: Understand the client, solve the real problem, and make them feel valued. WordPress.com helps companies implement this foundation.

WordPress.com has been on steroids. It evolved into an ecosystem that helps agencies work faster.

Ajit Bohra, Founder & CEO at LUBUS

LUBUS has been part of that evolution since before Automattic for Agencies formally existed, and Ajit watched it grow into something much bigger than a hosting program.

Automattic for Agencies reflects that same evolution — it's a strategic partnership that lets agencies deliver a VIP-grade experience at an accessible price point, so teams can focus on building great digital experiences.

Ajit Bohra, Founder & CEO at LUBUS

Give your clients the same peace of mind LUBUS gives theirs — and provide your team the same freedom to focus on what actually grows the business.

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