Sandy Wiles didn’t set out to be a web designer — she started as a virtual assistant in 2007, handling emails, calendars, and admin work. But over time, she realized what she loved was working on websites. In 2017, she made the leap to focusing entirely on WordPress, and she hasn’t looked back since.
What makes Sandy stand out isn’t just her technical skills — it’s her passion for strategy and planning. She thrives on helping authors craft websites that truly amplify their message. For her, a website isn’t just a digital space; it’s a tool to help people connect, share, and grow.
Of course, running a solo business comes with its challenges. Like so many business owners, she started out undercharging and over-delivering, but she’s worked hard to build a business that serves her clients and supports her own success.
In our chat, Sandy shared how she balances work and life (hint: a structured routine and scheduled sabbaticals help!), why relationships are at the heart of her business, and the best advice she’s ever received. If you’re a fellow solo business owner trying to find that sweet spot between passion and sustainability, you’re going to love her story.
What got you into WordPress and how long have you been using it?
I started working as a VA in 2007 but found over the years that while I was good at the email, calendering, and other VA tasks, I really disliked it. What I absolutely loved was working in and on client websites. It took me several years to decide to fully switch my business to website work but I have been fully focused on WordPress since about 2017.
What part of the website creation process is your favorite to work on and why?
My favorite part of the creation process is actually the strategy and planning behind the website. I get super-excited when talking with clients about the possibilities for their website. Each author has a message they’re trying to get out and helping them do that through their website is amazing!
What’s a hard lesson you learned running your business that’s changed the way you operate?
The hardest lesson I’ve learned has been valuing myself and what I bring to my clients. This has shown up in a lot of ways – my original prices that were way too low, what I was giving away because I felt “bad” when they’d been burned in the past, and how much value I bring to them.
It’s taken me far too long to realize that I provide great value and great service to my clients and I can continue to do that for them AND build a strong business, charging what I’m worth without fear.
What do you do to keep a healthy work/life balance as a business owner?
This has been one of the hardest pieces for me to get right, and I’m still not sure I have it figured out. I love what I do and I can work way too many hours in a day, but I’ve also set up a structure to my day that gives me an hour to an hour and half in the morning for my morning routine, which is basically time to start my day quietly with coffee, devotions, and reading.
A few years ago, I started trying to follow a 10-week plan as well. The goal is to work on client work for 8 weeks, spending one week on client and business clean up, and then take a week off. I’m still fine-tuning it but I look forward to those sabbatical weeks as well as a long holiday break in December.
I literally started my business in 2007 so that I could be home after school for my daughter and make enough money to support us. Needless to say, family time is super-important to me and they get me out of the house…lol
What’s the best piece of advice you’ve ever gotten and how has it affected your business?
I’ve been told several times that it’s easy to forget how much I know, and if I’m not sharing it with my clients I’m doing them a disservice. Relationships are a priority in my business. I believe it’s something that sets me apart and can’t be replicated by automation or AI. Sharing what I know and what I learn helps me help them. They don’t always take my advice but I’ve learned that the more I give to them in knowledge, the more they trust me and in turn builds a stronger relationship.
What’s a book every agency owner should read?
The One Thing by Gary Keller and Jay Papasan
What’s a WordPress plugin everyone should know about?
I use a ton of great plugins but I think they’re pretty widely known. The one that I have used and really like is WP Easy Pay. I don’t do a ton of ecommerce but I’ve used WP Easy Pay on client sites for book or gift sales and it was fantastic.
What’s your favorite non-WordPress tool or software?
YNAB – You Need a Budget. There are a lot of tools that I like, but YNAB is definitely one that I consider a favorite.
What’s your favorite tool, accessory, or gadget on your desk?
My Ink & Volt weekly dashboard! This thing is phenomenal. I can plan my week in an organized but flexible way.
