It's a commonplace observation that data has more value than code to companies. Lots of their data is in spreadsheets and databases (relational or otherwise). I've seen medium-sized companies running their operations in Filemaker, Access, and of course Excel. In big companies you'll find departments using the same tools. Critical to the business, not technically interesting or challenging. Plenty of work/money in that. Same for WordPress sites -- lots of them, most of them need work, not sexy or particularly challenging but you can get top dollar doing that.