What is Website-as-a-Service (WaaS): Advantages, Drawbacks, and What to Know Before You Decide
Website as a Service (Waas) has been discussed a lot over the past few years, yet the concept still feels vague for many agencies. The name suggests a simple shift from one-off projects to ongoing delivery, but the reality behind the model is more complex. WaaS touches pricing, operations, sales processes, client management, and even how an agency structures its internal tools.
Agencies considering it usually approach the idea with mixed feelings. The promise of steadier revenue is appealing, but the model also introduces responsibilities that don’t exist in project-only workflows. It can make production easier in some areas and heavier in others. And depending on the agency’s size and systems, WaaS can either help scale or create bottlenecks they didn’t anticipate.
This article focuses on the operational shape of the model, and the goal is to offer clarity so agencies can evaluate WaaS with a realistic understanding of the effort involved.
What is WaaS (Website-as-a-Service)?
Website as a Service is a delivery model where the agency maintains an active role after the client site is launched. Instead of a one-off engagement, the site remains under the agency’s care for a recurring fee, reflecting ongoing service rather than a handover.
The model often relies on repeatable building blocks and clear systems. Without them, the work drifts back toward traditional project delivery, and the economics stop making sense. Clients adopt it because the website doesn’t fall into neglect, and agencies do it because the work is easier to manage when the relationship doesn’t end at launch.
The shift sounds simple from the outside, but it restructures the agency’s workload in a noticeable way, which is why the model needs proper planning before it can be introduced.
Common misconceptions about WaaS
Myth: WaaS is only a cheaper way to build websites.
Reality: The model depends on structure and operational discipline. Low pricing alone cannot support it.
Myth: WaaS eliminates custom work entirely.
Reality: Custom work still exists, but it must be managed carefully so it doesn’t break the system.
Myth: WaaS suits every agency.
Reality: The model favors teams that enjoy steady, ongoing service rather than intense project cycles.
Why agencies are exploring the WaaS model
Agencies rarely adopt WaaS for a single reason. The interest usually builds over time as they feel pressure from unpredictable project cycles, rising labour demands, or the need to structure their work more cleanly.
A way to reduce revenue volatility
Project work arrives in waves. Some months feel busy, others feel flat, and planning around that curve becomes stressful. WaaS creates steadier billing because the relationship doesn’t end at launch. When many clients pay on a schedule, the agency gains room to plan ahead instead of reacting to dry spells.
Easier production once systems are in place
Agencies that rely heavily on bespoke builds often feel the strain as their portfolio grows. WaaS encourages them to invest in shared structures. When those structures mature, the day-to-day workload becomes less chaotic. Production becomes more predictable, and teams spend less time reinventing the same components.
Serving clients who prefer ongoing support
Some clients want long-term help rather than a single handover. WaaS matches that expectation because the agency stays responsible for the site’s health. Clients receive a steady service instead of scattered touch points, which can improve trust and reduce misunderstanding about who maintains what over time.
It scales beyond individual projects
Traditional delivery can limit how many websites an agency can manage at once. WaaS shifts the ceiling. When the model is supported by a solid system, one team can look after far more sites without multiplying effort. Agencies that want to grow without swelling their headcount often explore WaaS for exactly this reason.
Here’s how one team can manage 10× more sites under WaaS than under traditional projects
| Activity | Traditional Project Model (one-off) | WaaS Model (recurring, systemized) |
|---|---|---|
| Updates (WP core, themes, plugins) | Done manually per site, or never (client’s problem) | Bulk-updated across 100 sites in <5 minutes with one click (WP Umbrella, ManageWP, MainWP, etc.) |
| Backups | Manual or client-hosted, often forgotten | Automatic daily backups for every site, stored centrally, one dashboard |
| Uptime & performance monitoring | None, or client complains when site is down | 24/7 monitoring for all sites from one screen; alerts come to Slack/email |
| Security scanning & malware cleanup | Reactive, only when client pays for a fix | Automatic scans + one-click cleanups across the whole portfolio |
| Small content edits & client requests | Scattered emails → quote → invoice → schedule → login → do work | Client submits request via portal → lands in centralized queue (Asana, HelpScout, Client Portal) → team knocks out 20–40 small tasks per day in batches |
| New site builds | 80–300 hours of custom work per site | Clone a pre-built “starter” site + swap branding/content → live in 4–20 hours |
| Login & access | 100 different logins, passwords, hosting panels | Single dashboard (WP Umbrella, etc.) or SSO + password manager → log in to any site in 1 click |
| Monthly reporting to clients | Rarely done, or manual screenshots per client | Automated white-label PDF reports generated and emailed to every client monthly |
| Plugin license management | Buy or ask client to buy per site | Agency buys unlimited/developer licenses once → deploy everywhere |
Operational requirements to successfully run WaaS
WaaS works only when the underlying operations are steady. Agencies that adopt the model without preparing the groundwork usually feel the weight of it early. Once the right systems are in place, the work becomes calmer and far more predictable than traditional project cycles.
A repeatable approach to producing sites
WaaS needs a build process that doesn’t shift from client to client. The structure doesn’t have to be rigid, but it must reduce improvisation. Agencies often create a base setup that can be expanded when needed. When this foundation is missing, even small projects behave like fully bespoke work, and the model becomes slow.
Automated maintenance wherever possible
Recurring work is part of WaaS, and automation is what prevents that workload from piling up. Routine tasks that run quietly in the background keep the service sustainable. When agencies rely on manual checks for everything, the strain becomes noticeable as the number of client sites rises.
A single place to oversee the entire portfolio
WaaS requires visibility. Agencies need a way to observe their sites from a single point so they aren’t jumping between dashboards or hunting for information. A central view reduces the mental load on the team and makes operational decisions easier. When updates, requests, issues, or client changes appear, the team responds from one place instead of navigating a patchwork of separate tools.
A reliable method to handle client requests
Clients in a WaaS relationship reach out continuously. Their timing isn’t predictable, so the flow of communication must be. Agencies benefit from a structured way to capture these requests. They should have something that keeps the conversation organized and prevents the team from losing time searching through email threads.
Tools supporting long-term commitments
WaaS multiplies the impact of every tool the agency chooses. If a plugin or platform becomes unstable, the problem spreads instantly. Agencies that succeed with the model pick their tools with long-term stability in mind. Mature, well-supported software reduces the risk of sudden disruption.
Why centralized maintenance is important (and how WP Umbrella fits)
A WaaS model functions smoothly only when routine site care happens in a controlled environment. Agencies that reach this point often centralize their maintenance so they can supervise everything from one place.
WP Umbrella was built for this type of environment. It gives agencies a single dashboard for creating and restoring backups, uptime and performance monitoring, bulk updating themes, WordPress core, and plugins, scanning for vulnerabilities and security checks, as well as client reporting on many websites without jumping between tools. It’s an integral part of the workflow that keeps the entire model sustainable.
WaaS challenges agencies must consider
The initial setup requires more discipline
Traditional projects let teams improvise. WaaS does not. Agencies moving into this model often need to build their systems before they can sell the service, which delays the financial payoff. The preparation includes shaping the base templates, building the operational flow, and documenting how each part should behave over time. Agencies that underestimate this early work usually feel stuck before they even sign their first WaaS client.
Managing client expectations
WaaS clients reach out at irregular intervals, and they often expect quick answers because the service is continuous by design. Without a structured way to respond, the agency’s team becomes overwhelmed. The challenge isn’t the volume of requests; it’s the unpredictability of those requests when the client list becomes large.
Handling custom work
Many clients eventually want something that sits outside the standard structure. A custom integration or a feature specific to their business can break the workflow if it isn’t handled carefully. When one exception becomes many, the agency loses the efficiency it built into its system. This is the tension at the heart of WaaS: the model thrives on consistency, but clients often seek variation.
Cash flow builds slowly at first
WaaS can lead to stable revenue, but only after the agency accumulates enough subscribers. Early on, the incoming fees might feel small compared to traditional project pricing. Agencies need patience and a clear financial buffer to reach the point where the recurring income outweighs the initial setup effort.
Support and maintenance expand with every new site
Each new client introduces another site that depends on the agency’s operational backbone. If the systems behind WaaS aren’t strong, the weight grows faster than the team can handle. When those systems are solid, the growth feels controlled. When they aren’t, even a small increase in the portfolio becomes stressful. WaaS magnifies the agency’s strengths and its weak points equally.
WaaS requires a different sales approach
WaaS changes how agencies sell. Project sales rely on scopes, proposals, and clear endpoints. WaaS sales rely on explaining an ongoing service that never really “finishes.” Many teams struggle during this shift because the sales conversation moves away from deliverables and toward long-term value. Agencies that aren’t comfortable with this style of selling take longer to gain traction.
Migrating existing clients is harder
Agencies often assume that their current clients will welcome the transition. In practice, many clients hesitate when they are asked to move from a project mindset to a subscription. Some feel they have already paid enough. Others fear being tied to a service they don’t fully understand yet. This creates a gap: the agency wants predictable revenue, but its existing client base isn’t always ready for it. Agencies need a careful migration plan to avoid creating friction with long-term accounts.
Limited creative range
WaaS depends on predictable structures, but those same structures can unintentionally restrict creative exploration. If the base system becomes too strict, designers and developers might feel boxed in. Agencies that value experimentation need to find a balance: a WaaS framework that keeps production stable without flattening creative work. Finding that balance takes deliberate effort.
Comparison: WaaS vs. Traditional Website Projects
| Criteria | WaaS Model | Traditional Project Model |
| Upfront Cost | Low initial payment, recurring fee | Large initial payment, limited ongoing cost |
| Delivery Style | Continuous service after launch | Discrete project with a finish point |
| Workflow Structure | System-driven, consistent | Variable, shaped by each project |
| Maintenance Approach | Included in the subscription | Separate agreement required |
| Revenue Behavior | Grows gradually and stays steady | Arrives in peaks and drops |
| Suitable Clients | Businesses seeking ongoing involvement | Businesses needing deep custom work |
Advantages and disadvantages of WaaS
Pros of the Waas Model for Agencies
- WaaS creates a steadier revenue environment because income continues after launch rather than stopping at delivery.
- The work becomes more predictable over time since updates, fixes, and improvements follow a consistent pattern.
- Agencies can manage a larger number of sites without overwhelming their team when the underlying system is stable.
- Client relationships tend to last longer because the service is ongoing by design, which improves retention.
- WaaS encourages operational clarity, pushing agencies to adopt cleaner workflows and better internal structure.
Cons of the Waas Model for Agencies
- Revenue grows slowly in the early phase, which can strain agencies relying on upfront project payments.
- Setting up a WaaS system requires a structured foundation, and teams often underestimate the preparation required.
- Handling client requests becomes more demanding because the relationship never pauses, and expectations stay active.
- Custom work can disrupt the entire system if exceptions become frequent.
- Migrating existing clients into WaaS is often harder than selling it to new ones because many clients resist changing their billing model.
Advantages and disadvantages of traditional website projects
Advantages of the Traditional Project Model
- Agencies receive meaningful revenue earlier, which supports cash flow during project-heavy periods.
- The team can explore creative or technical ideas without worrying about how those choices affect a long-term service structure.
- Complex or highly specific builds fit naturally into this model because it doesn’t rely on standardization.
- Boundaries are clearer for the team since each project has a defined beginning and end.
- Agencies can control their workload more easily by choosing how many projects to accept at once.
Disadvantages of the Traditional Project Model
- Revenue becomes unpredictable because the agency depends on a steady flow of new projects to stay stable.
- Long gaps between projects create stress and make planning difficult, especially for smaller teams.
- Once a project ends, the agency loses visibility into the site unless a support agreement is in place.
- Project-only models often lead to inconsistent workflows because each build follows its own path.
- Client relationships weaken over time when there’s no ongoing engagement, which reduces retention.
How to decide between WaaS and traditional website projects
Choosing between WaaS and traditional projects isn’t a matter of picking the “better” model. Each one shapes the business in a different way, and the right choice depends on the agency’s goals, workflow, team size, and appetite for structure.
Agencies that want steadier income and prefer a calmer operational pace tend to gravitate toward WaaS. Agencies that enjoy deep custom builds or rely on upfront revenue often remain anchored to the project model. Some mix the two, but mixing works only when the team understands the boundaries of each service and doesn’t blur them accidentally.
A useful way to decide is to observe the agency’s natural strengths. If the team thrives on consistency and system-driven work, WaaS will feel comfortable once the foundation is ready. If the team values creative exploration or handles many unusual builds, the project model gives them the space they need. Most agencies refine their choice over time as they learn where their energy, efficiency, and profitability are strongest.
Conclusion
WaaS is a structural decision that changes how an agency operates and works with clients. Some teams find freedom in that structure. Others discover that their strengths lie in project-based work and the creative space it provides. There’s no universal answer, and that’s the point. Each model has its own shape, and the right one depends on what the agency wants to build over the long term.
Agencies that take the time to understand these differences usually make better choices, and the choice itself becomes easier once the internal rhythm of the team is clear. WaaS can support growth when the foundation is ready. Traditional projects can do the same when the agency thrives on deeper, concentrated work.
Frequently asked questions about WaaS
WaaS can become profitable once an agency builds enough recurring subscriptions to offset the slow start. Profitability depends on the strength of the agency’s internal system, the stability of its tooling, and its ability to maintain many websites without increasing operational load. Agencies that rely on steady service delivery instead of isolated projects usually see the financial benefit more clearly.
Small agencies can run WaaS successfully when they have a consistent workflow for building and maintaining sites. The model removes pressure from constantly finding new projects, which often helps smaller teams. The challenge is the early phase, where recurring revenue needs time to build. Agencies with patience and a strong operational foundation are more likely to succeed.
Maintenance plans support a website after it is built. WaaS includes the build itself and everything that follows. Under WaaS, the agency continues to guide the site once it goes live, and the subscription reflects that ongoing involvement. Maintenance plans can exist without WaaS, but WaaS cannot function without a maintenance layer.
The timeline varies because each agency enters the model with a different level of structure. Teams with existing systems adapt faster. Others need time to document their flow, stabilize their tool stack, and create reusable components. Some agencies run WaaS on a small scale first and expand once the model behaves predictably.
A clear boundary between the WaaS system and one-off work helps agencies avoid instability. When a client asks for something that doesn’t fit the core setup, the agency handles it as a separate project with defined limits. Some custom features repeat across clients and become part of the main system later, while others remain isolated because they don’t align with the structure that WaaS needs in order to function reliably.
Glossary
WaaS (Website as a Service): A subscription-based model where an agency builds and maintains a website as an ongoing service.
Recurring Billing Model: A payment structure where clients pay on a schedule instead of through large single payments.
Master Installation: A central site or setup used to distribute templates or assets to multiple connected sites.
Centralized Maintenance: A system that allows agencies to supervise and update many websites from one place.
Multisite Environment: A WordPress setup that allows multiple websites to be managed from a single installation.
Template Library: A collection of reusable assets that helps agencies build websites faster and with more consistency.