Independent professionals see 2,319% ROI from hosting investments
Liquid Web’s latest study examines how independent professionals approach website hosting.
Solopreneurs – those running single-person businesses – focus on efficiency and scalability to grow their operations. Freelancers provide specialized services to clients across industries and require hosting that supports their dynamic workloads. Digital nomads operate entirely remotely, often while traveling, making flexibility and reliability critical to their hosting solutions.
We surveyed 505 independent professionals across these categories to uncover their hosting preferences, challenges, and priorities.
This report explores their insights, from the financial impact of hosting to the growing demand for sustainable solutions and responsive support.
Key points
- On average, independent professionals own two domains; 1 in 10 own more than five.
- On average, they spend $214 annually on hosting services and estimate a 2,319% ROI from it.
- Nearly 7 in 10 have switched hosting providers at least once, with 13% switching at least once a year, on average.
- 54% would pay an average of $50 extra per year for sustainable hosting solutions.
- 42% rate their current hosting provider’s customer support as average or worse.
- 31% expect technical issues to be resolved in 1 hour or less.
The shifting priorities of domain ownership
For solopreneurs, freelancers, and digital nomads, domain ownership is both a business asset and a recurring investment. This section explores how these independent professionals manage their domain portfolios, balancing financial considerations with long-term planning.
On average, independent professionals reported maintaining two domains. However, 1 in 10 respondents owned more than five domains, reflecting more complex digital footprints or diversified ventures for some.
Managing these assets comes with costs – independent professionals spend an average of $86 annually on domain renewals, a figure that can rise quickly for those with larger portfolios.
This financial burden drives difficult decisions: 36% of respondents said they have either abandoned or sold a domain due to high renewal costs. Looking ahead, 28% plan not to renew at least one domain in the next cycle, while 16% intend to sell at least one.
These trends highlight a growing need for cost-effective domain management strategies among this audience. For many, maintaining digital assets is essential, but financial and strategic priorities often dictate which domains stay – or go.
Hosting services are another major component of online management for independent professionals, with respondents reporting an average annual spend of $214.
While many keep their hosting budgets modest, 23% have invested over $500 annually.
When selecting hosting providers, independent professionals prioritize cost-effectiveness, high performance, and excellent customer service. These preferences reflect the need for hosting that balances affordability with the reliability and support required to sustain their business operations.
Independent professionals reported exceptional returns on their hosting investments, with an average estimated ROI of 2,319%.
Solopreneurs reaped the highest returns, estimating an impressive 2,846% ROI on their hosting spend. These figures highlight the critical role hosting plays in enabling business growth and efficiency for those who rely heavily on their online presence.
These figures highlight the critical role hosting plays in enabling business growth and efficiency for those who rely heavily on their online presence.
When it comes to payment preferences, 2 in 3 independent professionals favored an annual subscription model for its simplicity, predictability, and affordability – paying for a year up front allows professionals to take advantage of exclusive discounts, especially during the Black Friday timeframe. However, preferences varied by group.
- Digital nomads leaned toward monthly subscriptions (26%) for their flexibility.
- Freelancers were the most likely to opt for pay-as-you-go pricing models (12%).
These diverse payment preferences reveal the importance of customizable pricing options for hosting providers seeking to cater to this varied audience.
“There’s an incredible return on investment on hosting for independent professionals. The 2,319% ROI underscores the critical importance of reliable and cost-effective hosting for driving growth and efficiency.”
David Eblen
SVP, Chief Product Officer at Liquid Web
Why independent professionals switch hosting providers
Switching hosting providers is a common reality for independent professionals. This section explores the factors driving these decisions, the frequency of changes, and the costs involved in migrating to a new provider.
Nearly 7 in 10 independent professionals reported switching hosting providers at least once, most often due to these challenges:
Cost
Includes cost increases and unexpected bills.
Performance
Includes downtime, site speed, and optimization.
Support
Includes service quality and availability.
More than 1 in 10 professionals (13%) have changed hosting providers at least every year on average, perhaps due to ongoing dissatisfaction or evolving needs.
28% of independent professionals have encountered unexpected charges from their hosting provider – these professionals were 35% more likely to have changed hosting providers as a result, compared to those never experiencing unexpected charges.
Changing hosting providers isn’t without cost. Respondents estimated that the process required 6.6 hours of work, or an average of $115.
Sustainability is also becoming a factor in hosting decisions for independent professionals. Over half of respondents (54%) indicated they would pay an average of $50 extra per year for hosting solutions that prioritize environmentally-friendly practices.
The importance of responsive customer support in hosting
For independent professionals, reliable and responsive customer support is a key factor when choosing or retaining a hosting provider. This section explores expectations for issue resolution, satisfaction with support services, and the impact of unresolved tickets on provider loyalty.
Nearly 42% of independent professionals rated their current hosting provider’s customer support as average or worse, indicating significant room for improvement across the industry.
When technical problems arise, expectations for resolution times are high. On average, respondents expected hosting providers to resolve issues within 3 hours, while 31% held even higher standards, expecting resolutions in 1 hour or less.
The stakes for meeting these expectations are clear – nearly 1 in 5 independent professionals reported switching hosting providers due to unresolved support tickets.
“It’s fascinating to see how solopreneurs, freelancers, and digital nomads prioritize sustainability and customer support. It provides valuable insights to tailor our offerings to their evolving needs.”
David Eblen
SVP, Chief Product Officer at Liquid Web
Insights for hosting providers
Independent professionals are redefining what they expect from hosting, prioritizing value, sustainability, and exceptional support. With an impressive ROI and growing demand for flexible, tailored solutions, hosting is more than a utility – it’s a cornerstone of their success.
Providers who meet these expectations have a unique opportunity to empower this diverse and dynamic group to thrive in an increasingly digital world.
“My advice to solopreneurs, freelancers, and digital nomads is to prioritize hosting providers that not only deliver performance and scalability but also invest in responsive customer support.”
Carrie Wheeler
President of Liquid Web
Fair use statement
Feel free to share this content for noncommercial purposes, but please provide proper attribution to Liquid Web with a dofollow link when referencing or sharing this article.
Share this content
<a href="https://www.liquidweb.com/white-papers/independent-professionals-hosting-preferences-study/" target="_blank" rel="noopener noreferrer">Digital Nomads and Freelancers study by Liquid Web</a>
Learn more
Affordable and scalable VPS
Host your next project with top-tier provisioning and fast provisioning. Explore our VPS hosting options.
