Holly Neumann has been doing this work long enough to know the difference between something that looks good and something that actually works.
Before Fresh Eggs, she came from photography and advertising — which means she’s wired to think about composition, messaging, and trust long before worrying about templates or trends. And it shows. Her approach to WordPress isn’t about hacks or shortcuts; it’s about building sites that feel real, intentional, and sturdy enough to support a business for the long haul.
In this interview, Holly talks about why real imagery matters more than polished stock, what frustrates her about the low barrier to entry in our industry, and how setting clear boundaries around her time has made her work (and life) better. There’s a quiet confidence running through her answers — the kind that comes from knowing your craft, sticking to your standards, and not feeling the need to chase everything.
If you care about thoughtful builds, clear strategy, and doing work you’re proud to put your name on, you’re going to appreciate Holly’s perspective.
What kind of work did you do before your current business and what did you bring with you into this career?
Before starting Fresh Eggs, I worked in photography and advertising. That background trained me to think visually first, understand how messaging influences perception, and pay close attention to detail—because in advertising, small choices have outsized impact.
I brought that mindset directly into web design. From photography, I carry a strong eye for composition, lighting, and authenticity, and an insistence on using real imagery instead of generic stock whenever possible. From advertising, I bring strategic thinking: clarity of message, audience awareness, and the ability to shape a story so it actually earns trust.
Together, that experience shows up in how I build websites today—custom, intentional, and grounded in who the business really is, not just what it sells.
What got you into WordPress and how long have you been using it?
I got into WordPress when I was transitioning out of being a photographer’s agent and wanted to help small businesses establish a more distinctive marketing position. I was already familiar with the platform, having used it as a blog in my previous business.
I stayed with WordPress because I quickly saw that it could support fully custom, well-structured websites without forcing everything into templates or gimmicks. The clients I was working with needed flexibility, longevity, and room to grow—and WordPress delivered that in a way most DIY builders don’t.
I’ve been using WordPress for over 15 years. Over time, my work has become more intentional and technical, with a strong focus on clean builds, performance, accessibility, and long-term maintainability. I don’t use WordPress because it’s trendy—I use it because, when it’s built properly, it’s stable, extensible, and gets out of the way so the business can do its job.
What part of the website creation process is your favorite to work on and why?
My favorite part is when the design direction really takes shape—usually on the first page—because that’s the moment the strategy becomes visible. It’s especially satisfying when the client sees it for the first time and immediately feels like, yes, this is us.
I also love the problem-solving side of the work: figuring out how to make something happen that I haven’t done before. Whether it’s a subtle animation, a layout nuance, or a small interaction, those details are often what bring the client’s personality into the site and turn it from “nice” into something that actually feels like them.
What motivated you to start your own business, and what keeps you going when things get tough?
I had already been in business for myself for nearly 20 years, so continuing that as Fresh Eggs was natural. I’ve never been wired for punching a clock or working in a traditional office. I value autonomy—the ability to control my time, my work, and the kind of clients I take on.
That flexibility mattered even more when my son was young. Being able to volunteer at school, supervise field trips, or step away when I needed to wasn’t a perk—it was essential.
What keeps me going when things get tough is that same sense of ownership. The work is mine, the decisions are mine, and the impact is direct. That freedom, paired with building something I’m proud of, has always been worth the hard parts.
What’s your biggest frustration with running your agency or with our industry?
The bar for entry into web design is extremely low, and that creates a constant uphill battle. Clients are often coming from experiences with sites that look fine on the surface but were built without strategy, structure, or long-term thinking—so a big part of my job is education.
It’s also frustrating to compete with providers who offer a “Swiss Army knife” of services—websites, SEO, branding, marketing—without doing any of them particularly well. Generic solutions are easier to sell, but they rarely serve the client. I care about doing the work the right way, even when that means pushing back against shortcuts or explaining why a more thoughtful approach actually matters.
What do you do to keep a healthy work/life balance as a business owner?
I’m very deliberate about boundaries. I rarely work nights or weekends, and I don’t respond to client emails outside of work hours. That separation is important—for my focus and for the quality of the work I deliver.
I also build in time away from the computer on purpose. I start most days with a walk or yoga, and I get up early so I can fit in both movement and focused work time. Setting clear limits around when I work allows for real downtime, which ultimately keeps me sharper, more present, and better at what I do.
What’s the best piece of advice you’ve ever gotten and how has it affected your business?
I’ve moved from one very competitive industry to another, and along the way a longtime colleague said to me, “There’s enough business to go around.”
That advice helped me let go of a scarcity mindset. Instead of constantly watching competitors or worrying about who else was offering similar services, I focused on doing my work well and building relationships with the right clients.It’s shaped my business by keeping me steady and intentional. I don’t chase everything, I don’t undercut my work, and I don’t panic when the market feels crowded. There really is enough business to go around—especially when you’re clear about what you do best.
What’s a book every agency owner should read?
Obviously Awesome by April Dunford
What’s your favorite podcast to listen to?
What’s a WordPress plugin more people should know about?
What’s your favorite tool, accessory, or gadget on your desk?
My phone
What’s your favorite non-WordPress tool or software?
