Meet Mark Westguard

Mark Westguard has been building things with computers since before many of us even knew what a website was.

Since then, he’s done just about everything — co-founding one of the UK’s fastest-growing web agencies in the early days of the internet, riding out the dot-com bubble, launching multiple companies, and eventually creating WS Form after spotting a gap in the WordPress ecosystem.

What stands out to me is how practical his perspective is. There’s no filler here, just decades of building, breaking, learning, and adjusting. In this interview, Mark shares hard-earned lessons about marketing (including a six-figure mistake), why partnerships beat going it alone, and how his definition of success has shifted over time.

If you’ve been in this space for a while (or you’re hoping to be) there’s a lot here worth paying attention to.

What kind of work did you do before your current business and what did you bring with you into this career?

My interest in computing began at an early age, experimenting with systems such as the ZX Spectrum, BBC Micro, and Commodore 64. From the outset, I was drawn to building things with code and had no hesitation in writing extensive programs to bring ideas to life.

One of my earliest entrepreneurial experiences came when my father brought home telephones, cables, and batteries from work. Within a few days, I had connected everything to my computer and built a rudimentary telephone exchange, charging my sister 10p per minute to call me from her room. It was a simple project, but it sparked a lasting interest in both technology and business, largely funded by my sister’s pocket money.

As a teenager I continued developing and wrote cover disk software for ST Format magazine.

I initially began my undergraduate studies in Electronics Engineering, intending to follow in my father’s footsteps. However, I quickly realized my passion lay in computing and transferred into the second year of a BA (Hons) in Computing and Information Systems. As part of this degree, I completed a year in industry at Sequent Computer Systems, a pioneer in high-performance symmetric multiprocessing. Although I started as a network support engineer, I soon moved into a development role, where I created a network analysis tool called TCP Analyzer.

In 1996, I co-founded Absolute Internet with a couple of colleagues, marking the beginning of my professional career in the web industry. Over the years, I have founded and run a number of web-based businesses, including digital agencies and software licensing companies.

More recently, my work with Westguard Solutions led me to focus heavily on WordPress. Through that experience, I identified an opportunity to build a more powerful and flexible form solution. That idea ultimately became WS Form.

What got you into WordPress and how long have you been using it?

I actually needed a bit of convincing to get into WordPress. Not because I had anything against it, but because for years I had built my own CMS platforms or used systems like Intershop for e-commerce development. In fact, somewhat surprisingly, I hadn’t even come across WordPress.

That changed around 2015 when one of my employees asked if he could attend a WordCamp. He came back with bags full of swag. The array of pens and stickers was truly impressive, though I had a feeling WordPress offered slightly more than office supplies. Once he walked me through it, I was immediately sold, and we began building client sites on WordPress soon after.

About two years later, we started developing our first plugin, which eventually became WS Form.

So I’ve been working with WordPress for around 11 years now, and it’s become a central part of both my agency and product work.

What motivated you to start your own business, and what keeps you going when things get tough?

I didn’t set out with a grand plan to start my first business, I more or less fell into it. After my year in industry during university, I was offered a full-time role, but instead chose to take a risk and start an agency. Within a few years, we became the UK’s second fastest-growing web agency.

That early success was followed by a tough period during the dot-com bubble, which was a challenging but invaluable learning experience. Since then, I’ve always been motivated to run my own businesses. Despite the pressures that come with it, it offers a level of freedom and flexibility that I value highly. I’ve experienced both ends of the spectrum, from managing teams of over 40 people to running a one-person business, which I have to admit is my preferred setup these days, not least because my only HR issues tend to be self-inflicted.

When things get tough, and they inevitably do, I’ve learned that there are really only two choices. You can dwell on the problem and let it slow you down, or you can take action and work towards a solution. I’ve always taken the view that most problems are solvable, and that mindset is what keeps me moving forward.

On a personal level, my biggest motivation is my family. Knowing I have a wife and children depending on me provides a strong sense of responsibility and keeps me focused, especially during the more difficult periods.

What’s a hard lesson you learned running your business that’s changed the way you operate?

One of the hardest lessons I’ve learned is that marketing can make or break a business, and getting it wrong is expensive.

A good example was Wedsimple, a web based wedding platform that provided couples with a wedding website and planning tools. Initially, we marketed directly to the bridal audience. After spending six figures, we learned the hard way that entering an established market as a new brand is incredibly difficult.

We pivoted by turning the product into a white-label solution, partnering with companies that already had established audiences. This proved far more effective. Bridal publishers, in particular, were looking for ways to retain readers, and offering a wedding website added real value and increased engagement. As a result, we secured multi-year contracts with clients such as Condé Nast, the BBC, and several international publications.

That experience fundamentally changed how I approach marketing. Rather than targeting end users directly, I focus on working with businesses that already have trusted relationships with their customers. It’s a more efficient path to growth and significantly reduces customer acquisition costs.

I’ve applied the same approach to WS Form by building strong relationships within the WordPress ecosystem, partnering with people and businesses that already serve the audience I want to reach.

The same principle applies to my agency, Westguard Solutions, where the most effective marketing has always been word of mouth. By consistently delivering good work, I’ve built client relationships that have lasted nearly two decades.

An added benefit is that you end up meeting a lot of wonderful people along the way, which is something I’ve come to value just as much as the business success itself.

Not only does this approach lead to higher conversion rates, it’s also far more cost-effective than relying heavily on paid advertising platforms like Google Ads.