We recently connected with Kat Collins and have shared our conversation below.

Kat, appreciate you joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

I started my web design business for three reasons: 1) I was tired of being told I couldn’t do something to a website because it was “locked” by a web developer or platform; 2) I had to ask the contracted web developer to do it for me (and often told no, or some excuse as to why it wouldn’t work mainly because they didn’t want to do it); 3) Because I was a woman, I was often treated as though I had no idea what I was talking about when it came to tech and web design/development despite my experience.

I used to get so angry, annoyed, and frustrated because I couldn’t do what I wanted to the websites. I was told no by overpaid web developers who only wanted to make money off my company. And it wasn’t even big things. It was simple things like moving an image, changing an image, adding a contact form, or newsletter sign-up. It was rearranging the pages to a more user-friendly flow.

Our website eCommerce flow was so outdated and cumbersome. We had customers constantly complaining. I had figured out how to make the process better but I was told no by the designer. He told me that it wasn’t possible with my website. Although, I discovered it was actually possible to do but it meant he would have to recode and redesign some things that would take him longer and he didn’t want to. So I offered to do it because I know how and he said absolutely not and wouldn’t give me the admin rights to the site. He made assumptions that because I was a woman, I didn’t know what I was talking about when it came to coding and website design. He even went over my head to my boss and asked my boss (who was male) to tell me to stop asking him to change things and to “put me in my place.” Fortunately, my boss knew what I was capable of and told the guy to take a hike.

With my boss’s blessing, I rebuilt our website on a MUCH better platform, made it super user-friendly, clean, and modern, and canceled the web developer’s services. Over the next few weeks, with very little advertisement about the new site – more just notice on social media sites that it was out there, we started getting emails and in-person convos about how awesome it was. Placing orders was easy and not confusing! Our complaint phone calls about how to order something on the site went down by 75%! And our online orders tripled.

Eventually, I decided to take my web design business full-time. If I could help the business I worked for, I knew I could help others, too. I want business owners to be able to make simple changes to their sites on their own without having to ask permission or beg and plead and get nickel and dimed or walloped in the process. That’s just plain wrong. I want to empower creativepreneurs to be able to do things themselves and when they need help with the big stuff, I’m here for them.

Kat, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Once upon a time. . . I was a manager, working for multi-million dollar wineries overseeing their operations, marketing, sales, and customer experiences. It felt like a dream.

Until. . .it wasn’t.

After a few years, I was tired of the politics, the 14-hour days, working holidays and weekends, and using my creativity only within the tiny box of what I was asked.

In 2018, I took a leap of faith. After working at a winery that closed for the season (and ultimately permanently) which left me jobless, I finally decided that my creative entrepreneurial desires could not be met by working for someone else. Being a fine artist myself for over 20 years on the side and a bit of a tech/web design geek, I knew other artists and creatives who wanted to get their creative businesses off the ground. I decided to start a web design business for artists, authors, and creatives to build beautiful and strategic websites for artists and authors.

Sure, there are a ton of platforms out there where artists can quickly create a DIY website. I’ve used them myself. However, they are limited in what they can do for you. You don’t have much control over the SEO (search engine optimization) to get found in internet searches. You’re also limited in the design which may not be the best layout for your particular artwork, or it’s not the best customer journey to encourage sales/bookings. Some of the platforms may take a sales fee on top of typical credit card fees. Additionally, you may have to pay out a sales fee or commission to the platform if you sell something online which sucks if you’re a small business owner or independent artist trying to make a living!

Creating a custom website on your own solves these problems. I offer two packages – a Starter Website which gives you the basics to get you up and running online fast in TWO DAYS. This is great for new or emerging artists or authors who need an online presence but DIY isn’t their thing and they’re not ready for a full size custom website design yet. I also offer full Custom Website Design which is perfect for established artists, e-commerce, artists with a larger portfolio, authors (new & published), and art organizations.

I’m obsessed with helping artists and authors show up online fabulously so that your work stands out and you get found by your dream audience. I’m a Squarespace website designer for artists and authors and also an abstract artist, based in Easton, Pennsylvania.

Working with a designer can be intimidating, sure. Did you also know that it can be confidence-building as hell? It’s amazing when you find someone who truly hears you and gets you, and someone who believes in you and your business. I’m devoted to helping you discover and sustain excitement about your creative ventures.

Let’s talk about resilience next – do you have a story you can share with us?

I was in year three of my web design business, still trying to determine who my ideal client type was. Everyone tells you that you need to “know your ideal client” and define your “ideal client profile” as a key part of being successful in your business. At the time, even though I had thought I figured out my ideal client to work with, I was still accepting clients based on the paycheck that they could provide me. When you’re first starting out in business, I find we’re not as discerning or willing to say no because of the payout (those dollar signs are addictive!) despite it potentially not being the right fit for you or the client.

I had a potential client reach out to me to design her website. She wasn’t in the industry that I wanted to work with but I figured it didn’t hurt to chat with her. Before I decide to take on any project, we have a short consult call to discuss what the client needs and to see if we are a good fit together. She was a nice person and we got along well on the call. However, there were warning signs that triggered my instinct to say no, we weren’t a good fit – that my process wouldn’t work for her. Unfortunately, because I wasn’t sure of myself, was still in the formative years of my business, and it would be a significant income, I ignored my gut. I decided to take on her website design.

It started out innocently and pleasantly, she paid her initial retainer deposit (which was nonrefundable) and signed the contract, and then a few weeks into the project, it went completely downhill. We both discovered quickly that my process and her process didn’t mesh well at all. The project became grueling, difficult, and painful on both ends. The client decided that she didn’t want to follow my process for web design because it didn’t work for her and demanded that I accommodate her. The client consistently disrespected my work-life boundaries and feelings.

Eventually, the relationship took a toll on my mental health and self-esteem as I dealt constantly with negative feedback and demeaning comments, to the point of being mentally and emotionally abused by the client – verbally and in writing. I finally took a stand and ended the contract before the project was finished as it wasn’t healthy for either of us to continue it. I gave her everything that I had completed so far and terminated the project. I thought that was the end of it.

A week later, I get a certified letter in the mail from the client listing all of the things that they “felt” I hadn’t done for them. It was also a very degrading, insulting letter to me as a person and my integrity. I was threatened with a lawsuit and public degradation if I didn’t refund the initial retainer immediately. The anxiety, fear, and self-doubt was immense. I was a wreck. I have always taken pride in what I do and how I do it. Having integrity is one of the cornerstones of my business and personal life. To have that so brutally attacked was shameful and heartbreaking. I refused to refund the retainer as it is clearly stated in my contract (as well as paperwork) that it is nonrefundable, plus I had given her everything I had completed, as well as a logo that I created for her that was outside the scope of work. She then chose to initiate a bank refund to automatically pull the money out of my bank account.

I appealed with the bank but ultimately, the bank sided with the client despite the overwhelming evidence provided to them. I had to pay the retainer back by a certain date. And I had to live with the aftereffects of an abusive client relationship.

While it took me quite some time to recover psychologically from this experience, I’ve also walked away with a larger set of tools to handle difficult situations, and ultimately how to avoid working with “abusive clients.” These are tools that will come in handy for the rest of my life.

1. Remember that anything they say doesn’t define you. Don’t give them the power to control your emotions.
Their words are a reflection of what’s going on inside of them. Just imagine how awful they must feel inside underneath all of their anger and projection.

2. Don’t waste time trying to make sense of their actions. Reason and logic may not apply.

3. Take a step back and widen the lens. The worst that can happen is that you lose a job; it likely wasn’t that great if you were stuck dealing with such an awful person in the first place.

4. Don’t let them bring you down to their level. It can be tempting to fight fire with fire and become manipulative and passive-aggressive. You’re better than them.

5. The customer ISN’T always right. You are the expert. That’s why they hired you in the first place. It’s genuinely impossible to satisfy everyone. If there isn’t a good fit between the customer and the business, it’s often better to sever ties early instead of trying to make everyone happy – which in the end won’t be possible.

Once you’ve handled a few abusive clients, you know what tricks they have in the bag. You’ll be able to see them coming a mile away. Since this experience, I’ve stuck firmly to my boundaries and listened to my instincts. I haven’t had an abusive client since!

What do you think helped you build your reputation within your market?

The majority of my business comes from word-of-mouth, mostly clients telling other colleagues and their friends. As one client put it, “my colleague has website envy!”

I believe there are a few things that has helped build my reputation within my market.

1. Taking a no-nonsense approach. I’m quite straight-forward and sensible. My goal is to always keep things simple, whether it’s in talking with a client or designing a website. There’s no point or success in making anything complicated.

2. I’m all about connection. I’m incredibly empathic, an INFP, and super intuitive but also logical, analytical, and can see the bigger vision of your brand story. I easily see the storyline of a business and excel at finding clarity amid the chaos. Many of my clients have remarked that I’ve helped them clarify aspects of their business and that they love my discovery questionnaire because it causes them to think deeper about their business than they may normally have.

3. My clients see success with their websites that they didn’t have before. Either their sales have improved or they’ve had an increase in consult calls.

4. My clientele is predominantly creatives. It helps that I’m also an artist so I understand what they need in their website to be successful. I believe in white space, modern, clean, and inviting design. I’m not about following the latest design trends just for the sake of it. It should stand the test of time.

5. Authenticity is my core. Say what you mean and do what you say. Be real. Be human. Be respectful. Be honest. But above all, be completely YOU – in life and in business. That’s how I operate and I expect the same in return. I will never promise or say something that I can’t back up. I will never hustle someone for a sale.

Contact Info:

• Website: https://katcollinsdesign.com
• Instagram: https://www.instagram.com/katcollinsstudio
• Facebook: https://www.facebook.com/katcollinsstudio
• Linkedin: https://www.linkedin.com/in/katcollinskc

Image Credits
Ashley Kristen Photography LLC Guy Daniel Photography