Cheryl Hock is the kind of business owner most of us dream of being — she’s built a business that doesn’t just pay the bills, but fits perfectly into the life she wants to live.
Since starting her web design business in 2020 — after a decade freelancing as a virtual assistant — Cheryl has built a career that gives her the freedom to prioritize what matters most: her family.
Cheryl’s story is a reminder that you don’t have to choose between family and fulfilling work — you can have both if you’re intentional about how you build your business.
What got you into WordPress and how long have you been using it?
My journey towards WordPress is a winding path of supporting small businesses in various ways. In 2010, I started freelancing as a virtual assistant (before anyone knew what that was!) and I supported small business owners that had great ideas and terrible organizational skills. I kept their inboxes, virtual filing systems, and bookkeeping on the straight and narrow.
Over time, I found myself doing more tech VA type work and in that process, encountered a lot of websites. It seemed that most small business websites were being held together with duct tape and luck – so I took what I did with filing cabinets and inboxes and translated that to websites.
I learned WordPress and began providing website management for entrepreneurs. In 2020, I transitioned from providing VA services to building WordPress websites for small business owners.
What motivated you to start your own business, and what keeps you going when things get tough?
I started my business when we were expecting our first child. I always dreamed of being home with my kids, but we needed more income than my husband’s job could provide. So I got creative and have had a few different businesses along the way.
What keeps me going? Freedom.
As a family, we always keep in mind that I can offer my time or my salary for our family’s benefit, but it’s a set of scales. If one increases, the other automatically decreases. When our family needs more of my time, I contribute a lower salary, but I am more present in our current circumstances. When we need to earn more money, everyone pitches in a little more so that I am freed up to focus on work.
Having this freedom is priceless, and I can’t imagine giving it up.
What do you do to keep a healthy work/life balance as a business owner?
I have set office hours and I try not to open my computer outside of that.
I don’t take projects that require me to be available at specific times of day or projects that require me to be on call. My clients can expect that I will complete their project by the agreed-upon completion date, but beyond that, when and how I’m available is dictated by me.

If you could snap your fingers and change one thing in your business, what would it be and why?
Well, I already snapped my fingers and eliminated ecomm clients. 😆 Next up on the list – I’d love to snap my fingers and become known in my local community as a go-to expert.
Building the relationships and the rapport takes time (and it’s exhausting for an introvert!) so I wish I could just make it happen overnight.
As an entrepreneur, what’s your proudest accomplishment?
As an entrepreneur, my proudest accomplishment is building a business that is profitable enough to allow me to have the freedom to offer my services as an in-kind donation to nonprofit organizations that align closely with our family values.
What’s a book every agency owner should read?
Deep Work by Cal Newport
What’s your favorite podcast to listen to?
Making Good with Lauren Tilden
What’s a WordPress plugin everyone should know about?
What’s your favorite non-WordPress tool or software?
What’s your favorite tool, accessory, or gadget on your desk?
Multiple monitors. I don’t know how I ever survived with just one screen!