How to pick a theme for a site?

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I’m curious to know what process you have in place or which things you consider when you are picking a theme before starting on a new website project.

Here’s the deal – I’m a seasoned WordPress plugin developer (I work on one of the top 20 plugins) but I have absolutely 0 experience with WordPress website design – I don’t create websites.

Unfortunately, my family knows that I work in the WP industry and is now asking that I design a site for my uncle who went through his fair share of issues with his business because of the COVID pandemic.

I’m happy to design a website for him just this once, but I have absolutely no idea where to start when it comes to the theme. I assume people typically pick a theme and then base their mockup/design of the functionality/look of that theme? Even that seems so vague to me.

Are there any multipurpose or starter themes you would recommend? Are there any suggestions you have as to how you should pick a theme based on your needs? I’d love to hear all of your thoughts.

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