How Liz Stapleton Went from Debt and a Side Hustle to a Thriving Digital Products Business

This is an interview with Liz Stapleton, founder of Creator Ops Hub and ElizabethStapleton.com.

Hey Liz! Can you tell us a bit about yourself and what you do?

I’m Liz Stapleton, the founder of Creator Ops Hub, where I help creators and online business owners build backend systems that make their businesses feel simple and sustainable. 

I’m also a licensed attorney and the founder of ElizabethStapleton.com, where I educate bloggers and online entrepreneurs about the legal side of running a digital business. 

I’ve been in the online space since 2014 – started as a personal finance blogger, then became a full-time digital product creator, summit host, and systems strategist. My mission is to help overwhelmed creators trade chaos for clarity using plug-and-play tools that save time, reduce stress, and actually help them grow.

What was life like before blogging changed everything for you?

Before I purchased what I thought was one year of hosting, but was actually 3 years worth of hosting for a blog, with some help from a glass of wine and a dream… I was utilizing my legal background with a 9-5, teaching lawyers how to more effectively conduct legal research.

I liked the work, but not the growth potential. I started blogging as a creative outlet and a way to share my debt payoff journey. I never imagined it would lead me to entrepreneurship – but over time, that side hustle turned into a full-blown career.

When and why did you launch your first blog?

I launched Less Debt, More Wine in 2014 when I was drowning in six figures of student loan debt, credit card debt, and a car loan. 

I wanted a way to track my progress and help others do the same. Within 6 months I was credit card debt free.

The name came from the idea that I didn’t want to give up everything fun (like wine!) while paying off debt – it’s all about balance.

Did your legal background influence how you approached blogging in the beginning?

Honestly, no. When I first started blogging, I had no idea what I was doing – legally or otherwise.

It wasn’t until 2015, after buying my first blogging course, that I started to realize blogging could actually be a business and with that came potential legal implications. That’s when I started leveraging my legal research skills to figure out what bloggers really needed to know. 

Around 2018, I saw a wave of misinformation being spread about GDPR, so I started teaching on legal topics to help other creators stay compliant and protect themselves.

How long did it take before you made your first blogging dollar?

I genuinely don’t remember, as I mentioned I had absolutely no idea what I was doing.

I’d say it was maybe four months after I bought my first course, which would have been 8-9 months after I started and it was likely a few cents from Google Ads on my site.

Looking back, what surprised you most about your first year blogging?

How much there was to learn!

The first time I ever did a guest post, I didn’t even know what that’s what it was called. Years later that blogger included that post in their book, which is really cool.

Probably the biggest eye opener was to start an email list which has been the backbone of my business ever since. 

But from SEO to email marketing to affiliate links there is so much going on, it can be a lot to take in. It was exciting, but also overwhelming. That’s part of what inspired me later to help others simplify it.

What’s your current traffic like across your blogs, and where does most of it come from?

Traffic varies depending on the site, but most of it comes from collaborations and then a combination of Pinterest and search. 

I used to focus a lot more on traffic and hope to again in 2026 but I’ve had a few rough years personally so I’ve focused more on growing my email list through collaborations which have a shorter runway.

Fortunately, the foundation is there to get focused back on SEO and Pinterest so I’m hoping within six months of 2026 I see some significant growth.

When did SEO become a real focus for you, and what strategies still work best today?

It became a serious focus around 2017 when I saw how reliable it could be long-term.

The strategies that still work: writing for search intent, updating older posts, and making sure your technical SEO is clean. Tools are helpful, but clarity around your niche and content plan is even more powerful.

That being said, as I haven’t continued to create new content the past few years, or to do so very sporadically, my SEO work has back slid.

If Pinterest has been a big growth driver, what are your tips for bloggers trying it now?

Consistency is key. Batching and scheduling ahead can make a huge difference in being consistent. 

But also realize it takes time, it’s a visual search engine, so don’t expect to go viral or see overnight success. It can take months of being consistent before you start to finally get traction.

Are there mistakes you see bloggers make on Pinterest that could easily be avoided?

While I once did work as a Pinterest manager, it’s been years since then and I’ve not stayed up to date on all the best practices, personally I follow Nadalie Bardo and Simple Pin Media for Pinterest education. 

For that reason I don’t think I can point out mistakes, beyond the obvious, create content for Pinterest, don’t throw up graphics or videos that are horizontal etc.

How do you decide what content to create now, and do you still update older posts?

I look at gaps in my current content or questions my audience is asking. I also audit older posts and update any that are still getting traffic.

Repurposing and optimizing what already exists is a big part of my strategy.

Finally, I do keyword research to find new topics and areas I should focus on to drive traffic and grow my audience.

When starting a new blog, what’s your first move?

Site set up for sure.

I always start by getting the technical foundation in place. That means setting up a clean, functional theme, installing essential plugins (especially for email list growth), adding legal policies, and making sure I have analytics or tracking tools connected. 

It’s not flashy stuff, but it sets you up to make smart, data-driven decisions from day one — and it saves a ton of time and cleanup later.

Which type of content tends to bring the most affiliate revenue for you?

Tutorial-style content – posts or emails that walk readers through how to use a tool or implement a system.

When people see how something works in context, they’re more likely to take action. Follow that content up or connect to a review post and they work really well together.

How have you grown your email list?

Email has always been the heart of my business. I’ve grown it primarily through lead magnets like checklists, free workshops, and my annual summit.  

I also participate in bundles, speak at other people’s events, and collaborate regularly — those partnerships have played a huge role in growing my list with the right audience.

Today, it’s my main channel for sharing offers, nurturing trust, and helping people take their next best step.

Walk us through a reader’s journey.

For Creator Ops Hub (formerly Blogger Breakthrough), they might find me through a Pinterest pin or podcast episode.

From there, they grab a free resource like my 15-Minute Content Workflow Map. That brings them into a funnel, they get value right away, then start seeing how much easier their business can be with the right tools and automations.

I’ve got some low ticket offers to give a taste of how helpful my offers are and then share the fully built out systems I’ve created.

For Elizabethstapleton.com, I run webinars, and joint venture webinars (for others audiences), so they get education and value right away as well as the best deal possible on the legal templates bundle I sell.

Also read: How to Reduce Mental Load as a Content Creator & Simplify Your Daily Workflow

How much are you currently earning?

I don’t like to share exact numbers but I’m happy to share percentages.

So for 2024, my income looked like this:

• 91% revenue came from digital product sales
  • 40% of those sales came from my affiliates
• 8% of revenue came from affiliate marketing
• My expenses accounted for 54% of my revenue (this includes affiliate commissions)

So far in 2025:

• 93% of my revenue comes from digital product sales
  • 59% of those sales came from my affiliates
• 6% of my revenue came from affiliate marketing
• 1% of my revenue came from display ads
• My expenses account for 50% of my revenue (this includes affiliate commissions)

If you use ads or sponsored content, how do you decide what fits your brand?

I don’t use sponsored content. I know I probably should but I can count on one hand the number of times I’ve done any kind of sponsored content or sponsorships for my events.

Being an attorney, what legal mistakes do you see bloggers make most often?

DISCLAIMER: This is for informational and educational purposes only, this is not legal advice.

Not having a privacy policy or affiliate disclosures, both are legally required in many cases and can open you up to serious consequences, including fines, bans from affiliate programs, or even lawsuits. 

I also see people copying contracts or website content from others, thinking it saves time or money, but that can really backfire. You don’t know if that content is up to date, legally valid for your location, or even written for your type of business. Plus, using someone else’s legal copy without permission could actually violate copyright law. 

If you’re running a business, you need to protect it like one, and that starts with having the right legal foundations in place. You can check out my Top 5 Legal Blind Spots for Online Entrepreneurs for more information.

How should bloggers protect their content, contracts, and online business legally?

Start with the basics: privacy policy, terms and conditions, and a solid contract for any freelance or client work. Use disclosures and disclaimers consistently and get permission for any content that’s not yours. 

The legal side of things becomes a lot easier when you look at it form the perspective of, most laws were created because people were being shady, 80% of the legal stuff is just being open, honest, and transparent about what you do.

Copyright and fair use can be confusing. Any quick tips for bloggers to stay safe?

Don’t use images you don’t have the rights to. Link to sources instead of quoting large chunks.

And if you’re using copyrighted content to make a point or teach something, make sure it’s clearly transformative and properly attributed.

Just because something is available online doesn’t make it okay for you to use as your own.

How have Google updates affected your traffic, and what do you do if metrics drop?

They’ve definitely caused dips over the years.

When that happens, I focus on what I can control: updating content, improving site speed, building my list, and diversifying traffic sources.

It’s also why I love systems, they create stability even when platforms shift.

Where do you see blogging heading with AI, algorithm changes, and rising competition?

The bloggers who will thrive are those who build real relationships with their audience and focus on helpful content.

AI is great for support, structure, and defeating blank page syndrome with a quick draft but your voice, perspective, and values are what make your content valuable. 

It’s why I always double down on growing my email list. It’s a lot easier to connect, as opposed to social media when you never know if the algorithm will share your content even to all your followers. 

What’s one habit or system that’s been a game-changer for your productivity?

Building my own “integrations” inside Airtable to automate things like internal links for my blog posts, planning broadcasts and then being able to send them directly to Kit. Basically I’ve built out AI agents without the fancy extra software.

Some other automations I’ve created

• Sending my post to open AI and have it return with 10 Pinterest titles and Descriptions;
• Pulling my transaction data into my Customer Support Ops Hub, and then using AI to draft a response to the customer issue with the context of their transactions (I don’t send over personal data though);
• Taking a transcript for a summit session and having AI come back with a description, list of tools mentioned, and workbook copy;
• Plus so much more.

I love building out these systems and automations because it lets me focus on the creative stuff so I’m not constantly bogged down in admin.

What’s next for you and your blogging business? Any exciting projects on the horizon?

I’m continuing to expand the Creator Ops Hub library with even more done-with-you systems, especially around content, product delivery, and email. 

My brand new summit, the Creator Workflow Summit, is also in the works to take place in March 2026, and I’m building out more automation tools that let creators focus on what they love doing instead of getting stuck in the weeds. 

If you need help figuring out what is wasting your time so you can automate it, grab my 10 Minute Time Waster Audit. It will help you identify the tasks you’re wasting hours on and which ones AI can take over today.