If you know Lee, you know she’s the kind of person who builds with both heart and backbone. She’s the friend who always shows up, the business owner who’s still standing (and thriving) 17 years in, and the kind of strategist whose advice somehow hits the exact moment you need it.
Lee’s path to web design started with Dreamweaver and a deep desire to give clients more control over their websites — and it’s grown into a business that’s seen her through personal reinventions, and a major health scare.
In this conversation, Lee opens up about the real-life stuff: why owning her business gave her the freedom to raise a family and build a life she loves, how a heart surgery changed her approach to systems and support, and how learning to lead with confidence changed everything about the way she works with clients.
She’s proof that longevity isn’t luck — it’s grit, clarity, and staying true to what matters.
What got you into WordPress and how long have you been using it?
Back in 2008/2009, I was building websites with HTML/CSS and DreamWeaver because that was the cutting edge at the time. But here’s what really bugged me: watching clients get frustrated waiting on me just to update a phone number or change a line of text on their site. They’d be stuck waiting for these tiny updates; honestly, it was a pain for everyone involved.
I discovered WordPress in 2010. At first, it was a bit intimidating — it was so different. CMS, PHP, mainly known as a blogging platform. Change is hard, and shifting how you think about the tools you use is even harder.
But I’ve always believed people should be able to control their own stuff online. Nobody wants to have to chase down their web developer for every little change. WordPress fixed that problem.
It took some learning and helping clients adapt to new ways of managing their sites, but over time, it became the backbone of how I run my business today. Now, as I’m stepping back and focusing more on the future (including AI) with The Digital Navigator HQ, I can see how that core belief—giving people control—has shaped everything I’ve built.
What motivated you to start your own business, and what keeps you going when things get tough?
My early career was in accounting and mortgage insurance, but burnout — and a forced exit — made me rethink what I actually wanted to do with my life. I’d already gotten a taste of remote work, so starting an online business just made sense. Honestly, I’ve been a go-getter since the first paper I threw on my paper route, so it came down to trusting myself.
These days, what keeps me going isn’t just about paying the bills anymore — it’s the freedom and flexibility I’ve built into my business. I’ve been able to create partnerships with clients who are a lot like me: people I genuinely enjoy working with, who trust my advice and strategies.It’s like creating your own little perfect world. Sure, some days are tough — that’s just part of the deal — but when you’re working with people who want to hear about your adventures and know you have their back, it’s pretty hard to imagine ever returning to the corporate cog.
What’s a hard lesson you learned running your business that’s changed the way you operate?
I’ll share something that completely reshaped how I run my business today. In 2015, I had to face major open-heart surgery — definitely not something you plan for. But I was lucky: I had some time before the surgery to make changes and put plans in place.
Up until then, I was doing what a lot of business owners do—trying to handle everything myself. There were no solid systems, no real backup, just me juggling it all. But when you’re suddenly unable to work, you very quickly see where all the cracks are.
That experience forced me to rethink everything. I document my processes, keep backup plans ready, and rely on a trusted network of partners and colleagues I can call on when needed. And here’s the twist: preparing for emergencies didn’t just make me more resilient — it actually made the business run smoother overall.
Today, I operate more efficiently than ever before, and I’ve built a business that supports the unconventional lifestyle I value.
What’s the best piece of advice you’ve ever gotten and how has it affected your business?
One of my first mentors told me: “You are the boss; the clients are the employees.”
At first, I thought that sounded completely backwards. Isn’t the client the one in charge? But as I got better at spotting red flags and became more selective about who I worked with, that advice started to click.
It’s really about realizing you get to set the rules, the boundaries, and how you want your business to run. It takes some mental reframing to fully absorb, but once you do, it completely changes the client dynamic. Instead of constantly scrambling to please, you create true partnerships—ones that work for both sides.Now I fully get it: running your business on your terms is about building a path where you and your clients can thrive. And honestly, my clients love hearing where I am or what adventure I’m on, because they know I’ve got them covered, no matter what.
What I’ve learned is that when you hold that line—when you trust yourself enough—you attract the right clients and build a business that not only survives but actually fits your life. That’s the real win.
As an entrepreneur, what’s your proudest accomplishment?
When I really think about it, making it 17 years as a profitable business is probably my biggest win. If you look at small business survival rates, that’s beating some pretty tough odds.
The fact that I still enjoy being my own boss after all this time is a bonus I don’t take lightly. This business has provided for me in ways I never expected, even all these years later.
And it hasn’t been a smooth ride. I’ve survived a recession, a pandemic, major life changes, tons of physical moves, and now I’m stepping into the newest season: pre-retirement.Sure, there have been rough patches — plenty of “do I still want to do this?” moments. But what makes me proudest is pushing through the doubt, the impostor syndrome, and those stretches to keep showing up and being able to help other people build their dreams. That’s what makes it all worth it.
What’s a book every agency owner should read?
Profit First by Mike Michalowicz — a must-read for getting a handle on the financial side of things.
What’s your favorite podcast to listen to?
TED Talks Daily — a little bit of everything, for everyone. It’s the perfect mix of inspiration, ideas, and insights that challenge how you think about the world.
What’s a WordPress plugin more people should know about?
Perfmatters — because speed and performance matter, period.
What’s your favorite tool, accessory, or gadget on your desk?
My “camping people” coffee cup — a gift from a great friend that reminds me to hydrate (and sometimes, to slow down).
What’s your favorite non-WordPress tool or software?
Notion — as an outside-the-box thinker, it’s always exactly what I need. It’s flexible enough to hold all my ideas, plans, and random sparks of creativity, but structured enough to keep me organized.
