Pat has been building websites since the days of FrontPage and Dreamweaver, but what really stood out to me in her interview wasn’t the technology—it was her focus on people. Throughout a career that took some unexpected turns, she’s always been fascinated by what builds trust and helps people make decisions, and that perspective shows up in every website she creates.
I also loved hearing how CyberCletch got its start. What began as a favor for a Realtor while Pat was waiting for work authorization eventually turned into a business that’s been serving clients for more than two decades. It’s a great reminder that sometimes the opportunities that change your life don’t start with a business plan—they start by simply helping someone out.
What were you doing before you started your agency, and what from that past life still shows up in how you work?
Before starting my agency, I had what most people would call a very non-linear career. I worked as a behavioral counselor, managed a retail boutique, wrote for a community newspaper, worked in direct sales, and even volunteered as president of a preschool.
Looking back, every one of those experiences was teaching me the same thing: how people think, what motivates them, how they make decisions, and how to communicate in ways that build trust.
Today, those lessons shape every website I build. I don’t just think about keywords or page layouts. I think about the human being on the other side of the screen and what they need to feel confident taking the next step.
What got you into WordPress and how long have you been using it?
I started building websites long before WordPress existed. Like many of us, I began with Microsoft FrontPage, then moved to Dreamweaver and even spent time building Flash websites (which definitely dates me!).
When WordPress came along, I gradually made the transition. I loved the flexibility of Dreamweaver, but it wasn’t always easy for clients to update their own websites. WordPress changed that. It gave business owners more control over their “real estate on the web,” and that philosophy has always resonated with me.
I’ve been using WordPress for nearly twenty years now. During that time, I’ve watched it evolve from a simple blogging platform into a remarkably powerful content management system that can support everything from small business websites to large, complex organizations.
Tell us about your agency — who do you work with, and what kind of projects light you up?
CyberCletch is a boutique web strategy agency that partners with established small businesses and also provides white-label support for other agencies. Whether I’m working directly with a business owner or behind the scenes as part of another agency’s team, my goal is the same: to build websites that become valuable business assets, not just online brochures.
The projects that energize me are the ones that require equal parts strategy and problem-solving. I enjoy uncovering why a website isn’t performing as expected, improving the user experience, helping businesses adapt to changes like AI search, and translating technical concepts into plain English so clients can make informed decisions.
At the heart of it all, I’m fascinated by behavior—understanding how people search, how they make decisions, and how a website can build enough trust to help someone take the next step.
What part of the website creation process is your favorite to work on and why?
My favorite part of the website creation process is removing friction. I genuinely enjoy making things easier—whether that’s creating a better experience for a client’s customers or simplifying the process for another agency through white-label partnerships.
I love stepping back, looking at the entire journey, and asking, “Where are people getting stuck?” Sometimes it’s the website itself. Sometimes it’s the content, the navigation, or even the workflow behind the scenes.
If I can remove a point of confusion or make the next step feel obvious, that’s a win. Whether I’m helping an end user complete a task or making life easier for the agency I’m partnering with, that’s the work I enjoy most.
What motivated you to start your own business, and what keeps you going when things get tough?
My motivation was actually very simple: I wanted to be home with my children.
When my family relocated from Canada to Ohio, I wasn’t legally able to work in the United States. Around that time, my Realtor asked if I could build her a website. I had never imagined it would become a career, but I agreed—and because I couldn’t accept payment, I built it for free.
Then she referred someone else. And then another.
By the time I received my work authorization in 2002, I already had a full roster of clients waiting. That’s when I officially launched CyberCletch.
As my children grew up, my “why” evolved. Today, my business gives me the freedom to work while traveling and spending extended time in places that inspire me. I’ve learned that meaningful work doesn’t have to be tied to one location, and some of my best ideas come while exploring a new town, hiking a trail, or simply experiencing a different way of life.
When things get tough, I come back to that freedom—and to the knowledge that the work we do genuinely helps small businesses and agency partners succeed.
What’s a hard lesson you learned running your business that’s changed the way you operate?
There have been plenty of hard lessons over the years, but three stand out.
The first was discovering that it’s incredibly difficult to raise your rates when you start at free. In the beginning, I was just grateful for the opportunity to build websites. Eventually, I realized that if I wanted to build a sustainable business, I had to price my work according to the value it created—not according to where I started.
The second was learning to recognize my own value. Like many business owners, I struggled with imposter syndrome early on. Experience, long-term client relationships, and results helped me realize that strategic thinking is just as valuable as technical skills.
The third was accepting that you can’t be the right fit for everyone. Today, I don’t work with every prospective client who comes my way. I choose to partner with people I genuinely enjoy working with and who see our relationship as a collaboration. Those projects almost always produce the best results for both of us.
What do you do to keep a healthy work/life balance as a business owner?
I think work-life balance is something you pursue, not something you ever permanently achieve.
There have been seasons where work took over, and there have been seasons where family needed me more. Right now, I’m in Canada helping care for my aunt with Alzheimer’s while continuing to serve my clients. Life has a way of reminding you that priorities shift.
What I’ve learned is to build a business that supports my life rather than one that controls it. That’s why I love being able to work while traveling, spend time with family and lifelong friends, and occasionally take my office somewhere with a hiking trail or a beautiful view.
Do I still answer the phone for a client I’ve worked with for over twenty-five years when she needs me? Absolutely. Relationships have always been more important to me than rigid rules. But I’ve also learned that I can’t solve every problem or say yes to every opportunity. That’s a lesson I’m still practicing every day.
What’s the best piece of advice you’ve ever gotten and how has it affected your business?
The best advice I ever received was to stop thinking about my work in terms of hours and start thinking about the value of the knowledge and experience I bring to the table.
Early in my career, I believed I was charging for the time it took me to complete a project. Over the years, I realized clients weren’t hiring me because I could build a website quickly. They were hiring me because of the decades of experience behind every recommendation, every problem I solve, and every mistake I help them avoid.
That shift changed how I price my work, how I communicate my value, and how I think about the role I play for my clients. Today, I see myself less as someone who builds websites and more as a strategic partner who helps businesses make better decisions online.
As an entrepreneur, what’s your proudest accomplishment?
I’m proudest of the relationships I’ve built over the years.
When my family relocated from Canada to Ohio, the Realtor who helped us settle into our new home asked if I could build her a website. That one favor changed the course of my career.
Today, she’s retired from selling real estate and is no longer a client, but recently she needed help with a technology issue. I was the first person she called.
To me, that’s the greatest measure of success. Technology changes, businesses evolve, and projects come to an end, but trust has a way of lasting. Knowing that someone still thinks of me as the person they can rely on after all these years means more than any award or business milestone ever could.
What’s a book every agency owner should read?
Profit First by Mike Michalowicz
What’s your favorite podcast to listen to?
What’s a WordPress plugin more people should know about?
https://sidekickplugin.com/ (still in alpha phase)
What’s your favorite tool, accessory, or gadget on your desk?
My window. What’s outside it often changes.
What’s your favorite non-WordPress tool or software?
I am moving to ClickUp and enjoying setting it up.
