Stacey Watson’s journey into web development started with an old hand-me-down computer, a Backstreet Boys fan site, and an early obsession with the internet. Fast forward to today, and she’s been building on that passion for over two decades—turning a childhood hobby into a thriving business with CodeInk Studios, the agency she founded in 2013.
In our chat, Stacey shared how she took the leap into full-time agency life, the hard lessons she’s learned about setting boundaries, and how (despite running a successful web studio) she had a “Coming Soon” page up for ten years. Yes, really.
If you’ve ever struggled with working on your business instead of just in it, you’re going to relate to Stacey’s story.
What got you into WordPress and how long have you been using it?
I go way back—to the days of GeoCities, Angelfire, LiveJournal, and b2/cafelog. When Matt Mullenweg and Mike Little forked b2/cafelog in 2003, I jumped on board with WordPress—so basically, I’ve been using it since day one!
My love for the web started with two things: hand-me-down computers and a pre-teen obsession with the Backstreet Boys. My dad studied computer programming, and every time he upgraded, the eldest child got his old machine. As the youngest, I ended up with my own computer at age 11—probably rocking a whopping 32MB of RAM and a 500MB hard drive. Naturally, I used this technological marvel to build my very first website in 1997: a Backstreet Boys fan site, filled to the brim with BSB facts, photos, and confessions of undying love.
From there, I fell down the rabbit hole of building websites—first for my own blogs, then for friends, and eventually for actual businesses. I was instantly hooked.
What motivated you to start your own business, and what keeps you going when things get tough?
When it came time to choose a real career, my mom had two suggestions: court reporting (because I could type 120+ words per minute) or becoming a medical x-ray technician. Neither felt like the right fit—science wasn’t my thing, and the idea of transcribing fast talkers and mumbling witnesses sounded like a nightmare. So, I went to BCIT (British Columbia Institute of Technology) and got certified in Web Technologies instead.
Sure, we were taught to build websites with tables and CSS was nowhere to be found, but hey—turning something I already loved into a career? Absolutely worth it.
After graduating with honors, I hit up Craigslist and landed two remote jobs in the same week. One job was with a local agency building client websites, and the other was with an Australian-based company, XHTMLized (now Xfive), a design-to-code service where I spent my days converting designs into functional sites. Over time, I moved into project management and customer relationship roles, learning skills that would later shape how I run my agency.
From 2007 to 2012, I freelanced for other agencies. It was great—I got to do what I love (developing) and didn’t have to deal with clients (sorry, not sorry). But by 2013, I had built up my own client base to the point where it was quickly becoming a full-time gig. At that point, I had to make a choice: keep juggling both or dive in headfirst. So I took the plunge, incorporated, and CodeInk Studios was born.
What keeps me going when things get tough? Well, for one, bills. But beyond that, having control over my schedule and the freedom to step away when I need to is huge. Sure, juggling multiple clients can be overwhelming, and the workload can be intense, but I thrive on the problem-solving, the creativity, and the satisfaction of knowing I’m helping other small businesses build and use something that actually works for them.
Plus, the thought of sitting through a mandatory “team-building exercise” makes me break out in a cold sweat. So, entrepreneurship it is.
What’s a hard lesson you learned running your business that’s changed the way you operate?
Not every client is your client. In the beginning, I took on anything and everything just because it was there—even when the red flags were practically smacking me in the face. These days, I trust my gut. If a project feels like it’s going to be a nightmare, it probably will be. Setting boundaries, vetting clients, and knowing when to say no has been a game-changer.
The people pleaser in me still wrestles with this sometimes, but I’ve learned that I can’t be everything to everyone. The more I narrow my focus, the better I serve my clients—and the more I actually enjoy what I do.
What’s the best piece of advice you’ve ever gotten and how has it affected your business?
“Work on your business, not just in it.”
Famous words from Kyle himself. And, well… confession time: I incorporated CodeInk Studios in 2013 and had a “Coming Soon” page up until 2023. Ten years. A decade. Talk about not working on your own business. Excuse me while I go dig a hole and bury myself in it.
To be fair, I never had to—referrals kept rolling in, and client work always took priority. But looking back, I realize that just because things were working didn’t mean they were working well.
It’s ridiculously easy to get so caught up in client work that your own business falls to the bottom of the priority list. I still struggle with this, but TABLE keeps me accountable and progressing in the right direction. Taking time to refine processes, improve marketing, and streamline operations has made a huge difference—not just for revenue, but for my sanity.
If my business is running efficiently, I can spend more time with friends and family, and less time putting out fires. And that’s the real goal, isn’t it?
As an entrepreneur, what’s your proudest accomplishment?
Building a brand that feels true to who I am—friendly, honest, a little bit sarcastic, and genuinely helpful—is something I’m proud of. I built this business from the ground up, on my own, without coming from a family of entrepreneurs—just figuring it out as I went. And somehow, through all the twists and turns, I still have clients from 2007 who are with me today. Seeing people come back year after year because they trust me? That’s the best feeling.
What’s a book every agency owner should read?
Hell Yeah or No: What’s Worth Doing
What’s your favorite podcast to listen to?
What’s a WordPress plugin everyone should know about?
What’s your favorite non-WordPress tool or software?
What’s your favorite tool, accessory, or gadget on your desk?
