We caught up with the brilliant and insightful Racheal Graham a few weeks ago and have shared our conversation below.

Racheal, thanks for taking the time to share your stories with us today How did you come up with the idea for your business?

When I first started helping business owners with their websites and marketing, my approach looked quite different than it does today. I tried plenty of pre-packaged solutions recommended by some of the best experts and mentors in the web design space, but these out-of-the-box methods didn’t suit me.

I was tired of trying to control scope creep and constantly referring clients to a fixed list of deliverables that felt too rigid. I disliked the focus on some end result rather than the process of getting there—overlooking the collaboration and ongoing strategy needed to create a real return on investment. I often felt like we missed opportunities for deeper engagement and more meaningful business solutions. Overall, the formulaic approach to web design and marketing was just too superficial for me.

After a long period of trial and error, I created my own highly customized, client-focused approach to working with clients. My process took shape from a mix of frustration with the status quo, uncomfortable conversations with clients, and a belief that there had to be a better way. The industry is full of one-size-fits-all solutions, and from my experience, I knew that didn’t work for everyone.

Before moving full-time into running my agency, I’d spent 15+ years in the corporate sector as a business systems analyst. My days were spent in meetings with department heads, figuring out what they needed and then working with developers to make it happen. This background gave me a deep appreciation for agile principles—not just as a method but as a way to keep projects flexible, dynamic, and aligned with evolving business goals.

I adapted the agile methodologies I’d used in my corporate experience to create a service that could adapt to clients’ needs over time. This wasn’t just about offering something new; it was about offering something better—services that would grow with clients, not remain static as their business evolved.

What truly ignited my passion was the opportunity to work closely with clients in a way that transcended mere transactions. Through ongoing strategy sessions, meticulous feature wish lists, and agile sprints, we could witness tangible ROI sooner and make adjustments based on what was truly effective. It was a chance to apply agile development in a new context, offering predictable costs while still allowing the scope to evolve as often as needed to meet the needs of the client.

This approach solves a real problem: the need for a digital strategy that’s as dynamic as the businesses it supports. Many service providers focus on the launch and then step back. I wanted to stick around, helping clients navigate changes, understand their analytics, and continuously adapt their strategies for steady growth.
The shift to this model was based on a blend of my corporate experience and a belief that there’s a better way to support growing businesses. We’re not just building websites or creating content strategies; we’re partnering with clients for the long haul, offering guidance and adapting plans as their business grows.

Looking ahead, I’m focused on refining this approach and continuing to fill the gap between static digital services and the dynamic needs of the businesses we serve. It’s not just about changing how services are delivered; it’s about adjusting the way we think about partnership and growth in an industry that is constantly changing.

Racheal, 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?

My journey into web design and business growth strategy wasn’t a straight line; it was a blend of leveraging my technical skills from a lengthy corporate career in software development with a desire to express my creativity. Web design emerged as the perfect intersection of these two worlds, allowing me to problem-solve and innovate while creating something visually compelling and impactful.

At GreenHouse Creative, we’ve taken this a step further. Our agency is dedicated to helping service-based entrepreneurs not just survive but thrive. We’re in the business of creating websites that do more than look good—they work hard. But our vision doesn’t stop at web design. We dive deep into developing smart operational systems that automate the mundane, delivering exceptional client experiences and effortlessly guiding dream clients to a resounding “yes.”

What sets us apart isn’t just the comprehensive nature of our services—it’s the approach we take. Our first step is always to listen. We immerse ourselves in the essence of your business, respecting and celebrating everything you’ve achieved. This understanding becomes the foundation for our partnership as we work together to identify strategies and technologies that can propel your business to the next level. It’s not about imposing one-size-fits-all solutions but about tailoring our expertise to fit the nuances of your unique vision and goals.

I’m particularly proud of those moments when clients tell us we’ve truly captured the heart of their brand. It reaffirms our commitment to being more than just service providers; we’re true partners to our clients. The greatest success for us is seeing the tangible impact of our work on a business, whether that’s through growth, efficiency, or the ability to connect more meaningfully with their audience.

For anyone getting to know GreenHouse Creative for the first time, I want you to know that we’re here to amplify what makes your business special. We’re not just about building websites and creating content; we’re about building businesses. We aim to equip you with the tools, strategies, and systems you need to achieve sustainable growth, all while maintaining the integrity and passion that drove you to start your business in the first place.

Any advice for growing your clientele? What’s been most effective for you?

My favorite and most effective strategy for attracting new clients is simply sharing information for free. I love to initiate relationships with others who serve a similar audience or client base and find out how I can serve as a resource.

Teaching on topics like website strategy, conversion rate optimization, content marketing, and SEO in terms that the average business owner can understand has brought me some of my very best clients. I think too often marketers talk over business owners. They use all sorts of industry jargon and buzzwords to sound impressive. I find that breaking down these sometimes intimidating topics into easily digestible parts helps my audience connect with the services we provide.

When clients come to me after hearing me present on one of these topics, they have a whole new outlook on the value our agency can offer. They’re coming to me with an understanding of what tools like their website can accomplish. They want the strategy. They want our business-first approach. And suddenly, the guy charging $500 for a full website build on Fiverr isn’t nearly as appealing.

What else should we know about how you took your side hustle and scaled it up into what it is today?

I got paid for my very first website build by a family member. He got a quote from a web design firm for his business, felt it was too big an investment, and I decided to give it a shot. I divided my corporate salary down into an hourly rate and tracked my time in a Google sheet, and that was that.

Over time my skills improved, I hired mentors and learned how to price my services. I spent years working from 5:00 am – 8:00 am for my clients before my day job started and on the weekends. I took on only one project at a time and saved and saved.

As time went on, I felt less and less content in my corporate job, even though it was a great job. I just craved the freedom of setting my own schedule and not having to be accountable to anyone but myself. Eventually, I’d saved enough to replace my salary for three months and decided to take the leap.

Those first months were somewhat terrifying. I sold every project I could until I was totally overwhelmed and burned out.

I’d be lying if I said I’d figured out the balance at this point. I still have to check myself every day to make sure I’m not letting my business become all-consuming. Bit by bit, I’ve created systems and processes to lighten the load and am currently very focused on building a team of caring, capable people who can help me deliver the best results for our clients.

Contact Info:

• Website: https://greenhousecreative.co
• Instagram: https://www.instagram.com/greenhouse.creative/
• Facebook: https://www.facebook.com/GreenHouseCreativeGroup
• Linkedin: https://www.linkedin.com/in/rachealgraham/