Episode Summary
Lead designer of Hooked On Code, a Frisco, Texas-based website and marketing consulting company specializing in WordPress. Torie shares her journey from aspiring corporate climber to accidental agency owner and the surprising clarity she found by saying “yes” to what felt right, one step at a time.
Episode Highlights:
- From resort life to writing code: How Torie turned boredom on a Mexican beach into a full-time WordPress development business.
- No egos allowed: Why Torie’s team thrives on honest client feedback and how they use it to avoid web design disasters.
- The project that broke even but nearly broke the team: Torie’s painful lesson in setting boundaries with clients and owning hard truths.
- Desserts first, deals later: Why their agency’s travel strategy starts with Yelp’s top dessert spots.
Agency Info
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Company: Hooked On Code
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Guest: Torie Capistran
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Year Started: 2014
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Employees: 1-10
Just because it was good advice doesn’t mean it was the right advice for me to take.
Torie Capistran
Key Takeaways
Build Systems That Work for Clients
Torie’s team has focused on the client experience by blending design and development into a single, fast-moving phase which allows for faster turnarounds with real, functioning homepage demos in just weeks, more flexibility when clients (inevitably) change their minds, and better communication that minimizes project drift and last-minute surprises.
Confidence Isn’t Just a Trait, It’s a Strategy
Torie’s “irrational level of self-confidence” might sound like bravado, but it’s what enabled her to make bold choices, from walking away from corporate America to standing firm in her agency’s structure and pricing.
Fire Clients the Right Way or Regret It
When a toxic client relationship began impacting her team, Torie chose a roundabout exit by cutting ties with an entire sector instead of naming the issue directly. It protected the team but came at a reputational cost. “I didn’t have the courage to tell the founder the truth. I chose the cowardly option and it bit me later.”
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