Leanne has been part of The Admin Bar from the very beginning — one of our earliest members and a model for being a great friend and community member. She’s been in the web game for over two decades, starting back when brochure sites ruled the internet and WordPress was still finding its legs.
These days, Leanne’s work focuses less on pixels and more on punch — helping businesses get their messaging right through strategic website copywriting and content marketing. In our conversation, she shares how an unexpected business handoff launched her entrepreneurial journey, why she ditched evenings and weekends for sanity’s sake, and how 21 years in business taught her the power of a well-timed pivot.
What kind of work did you start doing in WordPress and how has that changed over time?
I started working with WordPress back in 2012, when I was looking for a better solution than the clunky custom-built CMS my company had been using. At the time, I was building simple brochure-style websites for small service-based businesses.
But after 25+ years in web design, one thing became clear: even the most beautiful site won’t perform if the words aren’t doing their job. That’s what pushed me to shift my focus. Now, I specialize in website copywriting and content marketing — helping businesses make the most of the site they already have.
Today, instead of building websites, I craft the messaging that makes them work — turning static pages into strategic tools that attract the right clients, build authority, and drive real results.
What motivated you to start your own business, and what keeps you going when things get tough?
I never set out to become an entrepreneur. In 2004, my boss at the time, told me he was retiring and wanted to sell the business. There weren’t a lot of job prospects for me locally, and within a few months, I found myself the owner of a web design and hosting company — with no idea how to run a business.
Twenty-one years later, I’m still running the company as a solopreneur. It’s given me the freedom and flexibility to build a life I love and the ability to be home with my son, especially when he was younger.
What do you do to keep a healthy work/life balance as a business owner?
Set work hours — no evenings, weekends, or super long work weeks for me. I get too burnt out and then I’m not as productive.
I make time to disconnect outside office hours with jigsaw puzzles, quilting, kayaking, camping, reading, and video games.
What’s the best piece of advice you’ve ever gotten and how has it affected your business?
Don’t compare yourself to others — build the business you love, not the one society thinks you should build. Bigger isn’t always better.
As an entrepreneur, what’s your proudest accomplishment?
21 years (and counting) is a pretty amazing accomplishment. Understanding when I needed to pivot my services when they were no longer serving me.
What’s a book every agency owner should read?
Company of One, by Paul Jarvis
What’s your favorite podcast to listen to?
What’s a WordPress plugin more people should know about?
Enable Media Replace (for updating PDFs mainly)
What’s your favorite tool, accessory, or gadget on your desk?
My Remarkable. I’m very pen + paper, but hate the paper clutter.
What’s your favorite non-WordPress tool or software?
