Before Tabitha DeSeranno was designing websites, she was a server — the kind of job where you learn (very quickly) how to read people, stay calm under pressure, and make sure someone feels taken care of even when everything behind the scenes is chaos. It turns out those skills translate surprisingly well to running a design business.
In this interview, Tabitha shares how Spark & Soul Design Studio grew out of a desire for flexibility, family time, and work that actually feels good to do. She talks about why the client experience matters just as much as the final design, how learning to say “no” completely changed her business, and why protecting her work hours (school hours, specifically) isn’t negotiable.
If you’ve ever felt torn between building a business and having a life — or if you believe great websites start with actually listening to people — you’ll feel right at home with Tabitha’s story.
What kind of work did you do before your current business and what did you bring with you into this career?
I was a server for years before I started my business.
And honestly? That taught me so much more than people realize. I learned how to read people, how to anticipate what they need before they even ask, and how to stay calm when everything’s falling apart in the background.
I also learned that the experience matters just as much as the end result. You can serve someone the best meal of their life, but if the service is awful, that’s what they’ll remember.
In my business, it’s not just about delivering a beautiful website. It’s about how my clients feel during the process. Do they feel heard? Supported? Confident? That matters to me.
What got you into WordPress and how long have you been using it?
I started using WordPress back in 2013 when I launched my Virtual Assistant business.
At the time, I needed a website and had no idea what I was doing. WordPress was the easiest platform to figure out, so I dove in and started teaching myself.
Then I found Divi, and that was it. I never looked back.
I’ve been using it ever since, and honestly, I can’t imagine building websites on anything else. It just clicks for me
What part of the website creation process is your favorite to work on and why?
The design phase, hands down.
That’s where I get to be creative and actually see the brand come to life. All the strategy work we’ve done (the messaging, the positioning, the vibe) it all starts to take shape visually.
There’s something really satisfying about taking someone’s vision and turning it into something they can see and interact with. Especially when they’ve been staring at their old website for years feeling embarrassed by it.
That moment when they see the new design for the first time? That’s my favorite part of the whole process.
What motivated you to start your own business, and what keeps you going when things get tough?
I was pregnant with my third child and knew I wanted to work from home. However, I never dreamed of starting a business.
I just knew that I didn’t want to pay for childcare, have to miss work due to no school or if someone was sick, or have to choose between being present for my kids and having a career. I wanted both.
Starting my business gave me that flexibility, and honestly, that’s still what keeps me going when things get tough.
There are definitely hard days. Days when I’m questioning everything or wondering if I should just get a “real job” with a steady paycheck.
But then I remember that I get to work from home every single day. I get to build something that’s mine. I get to help people feel confident about their businesses.
And that makes it all worth it.
What’s a hard lesson you learned running your business that’s changed the way you operate?
I used to say yes to projects I shouldn’t have taken.
Someone would reach out, and even if the fit wasn’t quite right or the timeline was unrealistic, I’d say yes. I was so focused on keeping money coming in that I didn’t think about whether it was the right move.
The result? I’d end up working with clients who didn’t value the process, or doing work that didn’t excite me, or scrambling to meet deadlines that were never realistic in the first place.
Now, I’m a bit more selective. If a project isn’t aligned with what I do or how I work, I don’t take it.
Saying no has been one of the best things I’ve done for my business. My clients are better, my work is better, and I actually enjoy what I’m doing again.
What do you do to keep a healthy work/life balance as a business owner?
My business hours are school hours. That’s my rule.
I work while my kids are at school, and when it’s time for pickup, I close the laptop. I try really hard not to work in the evenings when they’re home.
Is it perfect? No. Sometimes I sneak in a little work after bedtime or on weekends when I’m up against a deadline. But for the most part, I protect that boundary.
It helps that I’m really intentional about how I use my time. I time-block everything, batch my content, and say no to things that aren’t essential.
The flexibility was the whole reason I started this business in the first place. I’m not about to sacrifice that by working around the clock.
What’s the best piece of advice you’ve ever gotten and how has it affected your business?
The Profit First method.
If you’re not familiar with it, it’s basically a system where you pay yourself first and allocate money into different accounts (profit, taxes, operating expenses, etc.) instead of just hoping there’s money left over at the end of the month.
It completely changed how I manage my business finances.
Before, I was stressed every time a slow month hit because I didn’t have a buffer. Now, I have a profit account that I can pull from when things are slower, and I’m not panicking every time an unexpected expense pops up.
It’s given me so much peace of mind and made my business feel way more sustainable.
If you could snap your fingers and change one thing in your business, what would it be and why?
Consistent lead generation.
I’m great at the work. I love designing websites and helping my clients feel confident. But keeping that pipeline full? That’s the part that’s always felt like a struggle.
Some months I’m booked solid, and other months I’m scrambling to fill my calendar. That inconsistency is exhausting.
If I could snap my fingers and have a steady stream of aligned, ready-to-invest clients coming in every month? That would change everything.
I wouldn’t have to stress about where my next project is coming from, and I could focus all my energy on doing the work I love.
That’s the dream.
What’s a book every agency owner should read?
Profit First is an absolute must read.
What’s a WordPress plugin more people should know about?
What’s your favorite tool, accessory, or gadget on your desk?
My coffee mug warmer
What’s your favorite non-WordPress tool or software?
