Elsie Gilmore has been at this game for over two decades — long before WordPress was the default choice. After years of hand-coding PHP sites with custom CMSs, she eventually made the jump to WordPress around 2013. At first, it felt like a compromise (she admits to being a bit of a purist), but it opened the door to more flexibility, community, and problem-solving opportunities that still fuel her today.
What stands out about Elsie is her mix of pragmatism and integrity. She’s the type who genuinely enjoys the puzzle of fixing broken code but also takes pride in building long-term trust with clients (many of whom she’s worked with for over a decade). In this interview, she shares what keeps her motivated, how her Vermont roots shaped her approach to business, and why she believes web development is just as much about honesty as it is about problem-solving.
What got you into WordPress and how long have you been using it?
After a decade of building custom PHP websites with personalized content management systems, I decided around 2013 that my job might be easier with WordPress. It was difficult to transition because I’m kind of a purist, but, in the end, it gave me more flexibility and allowed me to benefit from the growing community of people and knowledge surrounding WordPress. Web development is so interesting because many of us might not have gotten as far as we have without the contributions our peers have made to online forums. I can’t tell you how many random developers have solved my problems for me without even knowing it. It’s quite remarkable.
What part of the website creation process is your favorite to work on and why?
I’m a problem solver and enjoy the concept of “I need to make it do this. How do I do that?” I think programming can be very creative and satisfying. We joke about finding that missing semicolon, but when you find it, and the code works, you feel like you just won the lottery. (Especially if you’ve spent hours trying to figure out the problem.) I enjoy troubleshooting because there’s always an answer (even if that answer is a huge pain in the butt to execute).
What motivated you to start your own business, and what keeps you going when things get tough?
I was never a good fit for a traditional workplace. I would get bored and/or find my work inane. When I realized I was good at and enjoyed web development/design AND that I could sell it as a service, my world changed. This was before it felt like a real career choice for me, and I had no idea that it would last this long (more than 20 years). When things get tough, I breathe through it and do my best. It’s a highly competitive industry now, and I’m grateful to still be able to support myself with this work that I love.
What do you do to keep a healthy work/life balance as a business owner?
Working from home helps with work/life balance (most of the time). I cook healthy meals for myself and go for morning walks. Plus, I make time for friends, relaxing hobbies, spending time in nature, and fun events. I work to live, not the other way around.
What’s the best piece of advice you’ve ever gotten and how has it affected your business?
Not advice, but my father was a hardworking and honest business person. A farmer, in fact. I come from Vermont, a place of often painfully honest businesspeople. Many of them have historically had a hard time promoting themselves because they are so humble. As a result of this unique upbringing, I’m a fair and honest business person, and I pride myself on not selling my clients things they don’t need.
In this business, where clients often do not understand the concepts and products that run their website, I know it would be easy to convince people they need things they don’t. (And I know there are unscrupulous web developers who do that.) But the fact that I’ve had some clients for more than a decade is a testament to the trust my clients place in me and the strong relationships I’ve developed with them. I still charge prices that reflect my experience and abilities, but I’m sensitive to the fact that many of my clients are non-profits or small business owners like myself.
What’s a book every agency owner should read?
Essentialism: The Disciplined Pursuit of Less by Greg McKeown
What’s your favorite podcast to listen to?
What’s a WordPress plugin more people should know about?
Admin Menu Editor. Nothing exciting!
What’s your favorite tool, accessory, or gadget on your desk?
My red Samsung earbuds
What’s your favorite non-WordPress tool or software?
Momentum Dash extension for Chrome
