Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Dev By Jupiter (Kacey’s Website)

• Land Your Dream Design Clients in 5 Days

• Get 10% Off Squarespace with Code 10PAIGE*

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

What happens when a sommelier who’s worked in restaurants their whole life suddenly finds themselves grounded by a global lockdown?

For Kacey, the answer was: follow the breadcrumbs.

One VA client at a time. One website at a time. One class at a time.

In this interview, we dive into their journey from hospitality to full-time Squarespace developer.

• how they taught themselves to code

• built a dev model that actually works for designers

• and started booking projects months in advance (without even trying to “market” themselves).

If you’ve ever wondered whether you have to code to be a web designer—or what it looks like to collaborate with a developer behind the scenes—this one’s for you.

Peek Kacey’s site here! 😍👇

How Kacey Went from Restaurants to Web Development

What were you doing before design and dev?
Kacey: Like a lot of folks, I was a pandemic-induced designer/developer. Before that, I was working in restaurants—had been my whole life. I’d just moved and was working in wine as a sommelier when lockdown hit.

• I started doing virtual assistant work, which quickly turned into helping clients with their websites.

• I supported a Squarespace designer, checking links and helping behind the scenes.

• She suggested a few courses, and that kicked things off.

It’s been a slow snowball ever since. One step led to another… and another.

In late 2023, I was in a marketing class and mentioned liking development. The teacher said, “You should just do that.” That comment led to my next pivot—and I’ve focused on development ever since.

It’s never one big leap—it’s always small steps.

Every pivot was small. Directional. Sometimes a little delusional—but in the best way.

That mindset of “I don’t know where this is going, but I’m going to follow it anyway” is honestly the thing that’s gotten me here. If I’d waited until I felt fully ready or had everything figured out, I never would’ve started. None of it would’ve happened.

You have to be okay taking the next step—even when you don’t know exactly where it’s leading.

Learning Web Development from Scratch

How did you learn to code?
Kacey: I started my business in 2020, but didn’t start coding for real until a couple years ago. Meanwhile, others were taking off. But with dev work, you have to actually learn how to code—and that takes time.

• Every client project led me back to Squarespace.

• I’d see a cool design, and Google how to build it.

• I kept taking classes, kept learning, kept going.

Eventually I realized: to build what was in my head, I needed some CSS. Just a bit here and there. That curiosity turned into a passion.

And you enjoyed it?
Kacey: I did! In Squarespace, you can’t fake it—you have to really understand how it works. I liked that challenge.

Rachel from SquareStylist has an amazing course. Super beginner-friendly and well-designed. That helped me go from total novice to someone who could actually build cool stuff.

It didn’t make sense for a long time, but I stuck with it. Once it clicked, I wanted to talk about it—and help others with it.

Should You Learn Code or Squarespace First?

You’ve taken both Square Secrets™ and Squarestylist’s course Standout Shopify. Which should people start with?
Kacey: I took yours first and recommend others do the same.

• Your course teaches the platform itself—what Squarespace can Standout Shopifyactually do.

• Most people don’t need to jump into CSS right away.

• You teach creative ways to get great results without code.

Before diving into development, you should understand what’s possible inside Squarespace. That way:

• You can build what people actually want—quickly and cleanly.

• You won’t waste time on fancy features no one’s asking for.

• You’ll know when (or if) you even need custom code.

I love code—but most real-world projects are about spacing, alignment, responsiveness, SEO-friendly tags… not spinning animations. Good structure matters more than flashy effects.

Kacey’s Two-Week Dev Sprint Model

What does your service look like now?
Kacey: I do things a little differently than most developers. A lot of folks charge hourly or offer blocks of time—but I work best with space to tinker.

That’s why I offer a flat-rate, two-week dev sprint called a Dev Session.

Here’s how a Dev Session works: It’s a two-week sprint that’s more chill than it sounds—because everything is organized before we ever hit “start.”

• Week 1 is the build. I create the full site from scratch based on the designer’s mockups—custom code, layout styling, functionality, and responsiveness across devices.

• Week 2 is support. That includes polish, client revisions, connecting the domain, SEO basics like Search Console, and all the small details like the favicon, site credits, and privacy pages.

The timeline is short, but it works because it's fully frontloaded. We’ve already gathered:

• Final mockups for core pages (Home, About, Contact, Blog, etc.)

• Finalized copy

• Photos, assets, brand guidelines

When everything’s prepped like that, I can go deep, get focused, and deliver a beautiful, functional, fully custom site without delays or back-and-forths dragging the project out.

And because I only book one Dev Session at a time, clients get my full attention. No multitasking, no juggling projects. Just me, my laptop, your design, and a lot of music while I code.

I bring a “hospitality” mindset to dev work.

When I worked as a sommelier, it was never about pushing wine to every table. You learn quickly: some people want the full wine experience, some just want water. So instead of offering everything to everyone, you focus on the right guest—and make their experience amazing.

That’s how I think about dev work, too.

If I’m building your website, we’re not just passing files back and forth. I want to know your story. I want to hype up your brand colors. I want to celebrate your photos. I’m genuinely excited about bringing your vision to life, and I bring that energy to every project.

It’s not, “Here’s your site, bye!” It’s “Omg I love this—let’s go!”
That’s the only way I know how to do it.

Where Clients Come From

What’s working best for your marketing right now?
Kacey: Most of my best clients haven’t come from Instagram—they’ve come from courses.

Sometimes they’re live cohorts or mastermind-style programs. Other times they’re self-paced, but with an active online community. Either way, what ends up happening is simple: I make real connections. Not from pitching. Not from promoting. Just… showing up.

• I engage in the community. I give feedback. I ask questions.

• We talk shop, share ideas, and start to recognize each other’s names.

• Eventually, someone reaches out and says, “Hey, I think I need your help with development.”

It’s honestly not even a “strategy” so much as it is showing up as a real human in the same rooms as other creative professionals. I’m not trying to sell—I’m trying to learn, grow, and connect. And that naturally leads to people trusting me with their projects.

The bonus?
Once someone works with me on one site, they often come back again and again. So each of those relationships is more than just a one-time client—it’s a long-term creative partnership.

Why Courses Are Part of Kacey’s Marketing Strategy

How do courses help with marketing?
Kacey: Sometimes it's live cohorts, sometimes it's async chats—but the value is in connection.

• It’s not a “strategy”—it’s friendship.

• I show up honestly, sometimes feeling unsure or figuring things out.

• When someone reaches out to hire me, it feels like a true collaboration.

Even in non-live courses, I stay involved in community threads. I reach out when I’m inspired by someone’s work. That kind of interaction feels way better than endlessly creating content on social.

Kacey’s Ideal Clients

Who do you enjoy working with the most?
Kacey: Other creatives—designers, developers, copywriters, photographers. People who get it.

I don’t really work with clients “off the street.” I’m usually partnering with other pros who are building for someone else. It’s collaborative, respectful, and we’re all just trying to do great work.

Honestly? Developers and copywriters should be best friends. Our work overlaps so much—we’re both focused on how a site actually functions.

Life After Restaurants

How has your life changed since leaving the restaurant world?
Kacey: Oh, it’s totally different. Working in restaurants means physically being there—all day, every day. As a sommelier, I learned a ton about people, performance, and reading the room.

One of the best lessons?
You can’t sell a bottle of wine to someone who doesn’t drink. So don’t waste time pitching to the wrong people. Instead, focus on serving the right ones really well.

That’s how I approach my work now. If I’m building your site, we’re basically best friends for two weeks. I want to know you, your story, your vibe. I get excited about your brand colors. This isn’t a cold, transactional thing—it’s fun. It’s collaborative. It’s personal.

Is working from home a big shift?
Kacey: Huge. I used to be surrounded by hundreds of people every night. Guests, servers, kitchen staff—it was constant motion. Now, it’s just me, my laptop, and the glow of Squarespace.

But even though the setting is quieter, my brain is still buzzing. I’m putting puzzle pieces together all day long, just like I did on the floor—figuring out flow, translating ideas into something beautiful and functional.

That said, I’ve learned I need to plan for connection now. I have to go outside. Meet someone for coffee. Talk to a real-life person at least two or three times a week. Otherwise, it gets weird. Like, talking-to-my-dog levels of weird. 😄

It’s been a big change, but I’ve found ways to balance it—and I honestly love the calm.

Thoughts on Square Secrets™ + Square Secrets Business™

You’ve taken the courses—what would you say to someone on the fence?
Kacey: Do it. But don’t just buy the course—use it.

• You’re not just learning Squarespace. You’re learning how to use it professionally.

• Paige teaches from experience—not theory. That’s the difference.

• It’s the kind of knowledge that actually gets used in real client projects.

If you’re planning to charge for websites, you need to learn from someone who does that for a living. Otherwise, it’s just guesswork—and honestly, those “help articles” only get you so far.

Take the course, show up, engage, and practice. Because there’s no magic trick here. The only way to get good is to actually do the thing.

Daily Dev Habits

Do you still code daily?
Kacey: Every. Single. Day.

Even when I don’t have client work, I code for myself. If I don’t, I get rusty. It’s noticeable. I’m slower. More frustrated. But when I stay in the flow? It’s fun. It’s easy. It’s chill.

Why Kacey’s Exploring Shopify

You’ve been getting Shopify inquiries—what’s the plan there?
Kacey: Between November and January—typically a slow season—I got 12 Shopify inquiries. Random people filling out my form, asking for help. Not referrals. Just… found me somehow.

So I took the hint.

• I enrolled in a Shopify course (Rachel from SquareStylist teaches one!)

• It’s similar to Squarespace—just a new language to learn

• My goal is to support e-comm brands the way I already support designers

I’m not leaving Squarespace. I love it. But there’s clearly a demand for Shopify, and I want to be part of that conversation too.

You’re officially in year two of dev now, right?
Kacey: Yep—my first dev sprint launched in early 2024. It’s wild how fast it’s grown. And the Shopify interest just reinforced that I’m on the right path. It’s exciting to feel both creative and entrepreneurial.

Kacey’s story is a reminder…

…that success doesn’t have to start with a 5-year plan or a big shiny announcement.

Sometimes, it’s just one tiny pivot at a time. A VA gig here. A Squarespace link check there. And next thing you know? You’re booked out months in advance, teaching designers how to bring their boldest visions to life—with a little CSS and a lot of care.

I especially loved how they described bringing hospitality into development (yes please to more developers who actually record tutorials and answer questions with joy). And the fact that they got 12 Shopify inquiries in the middle of winter? Proof that when people see you showing up with skill and integrity, the demand follows.

And if you’re reading this thinking,

“Okay but… where do I even find clients like that?”

I’ve got you.

Finding aligned, joyful, dream clients starts with using a client-finding method that actually fits your personality—not one that drains you.

So take the quiz and find out!

Whether you’re a social butterfly or a behind-the-scenes builder, there’s a strategy out there that’ll work for you. Let’s find it.

You’ll Also Love...

• A unique web design process that works, even if you have a 9-5 job

• 3 lies the internet tells us about getting clients as a web designer 

• 3 reasons potential web design clients are ghosting you after inquiring 

• THIS skill is the secret weapon you need to be fully booked out in your business 

• Your top Squarespace web design business questions answered (PT. 1)

• Web designers speak out: What I wish I knew about landing clients

• Web designers speak out: What I wish I knew about building my portfolio

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Read Angela’s Travel Blog

• Waitlist for Audience Academy Enrollment

• Free Content Creation Outlines

• Get 10% Off Squarespace with Code 10PAIGE*

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

Would you love for your website traffic to enjoy the hockey stick effect?

You know the one—where your numbers start slow, then suddenly shoot up and up… all from free traffic (hello, Google!).

That’s exactly what happened for past Audience Academy student Angela, who took her blog from zero to 10,000 monthly pageviews by writing about topics she genuinely loves.

Angela’s blog, Notes From Here, is full of curated, thoughtful content for discerning travelers.

From skiing in Europe to luxury shopping city guides, she’s built a site that attracts readers and ranks on Google—without following the cookie-cutter playbook.

In this interview, she’s pulling back the curtain on how she chose her niche, why she stuck with Squarespace, and what’s working for her SEO strategy

(spoiler: one of her top posts came to her in the shower). If you’re dreaming of growing traffic and building a blog you love? This one’s for you.

From Project Manager to Passionate Travel Blogger

Tell us a bit about the business you run—and how you decided to start it.
Angela: I run a travel blog called Notes From Here. It’s Europe-focused, and I started it after years of dabbling with diary-style blogs. I knew I was playing small, and I really wanted to build something more strategic—something that could grow.

I spent a long time figuring out my direction. I considered the business space since I’m a project manager by day, but in the end, I thought, what do I already talk about all the time? And the answer was… Europe.

My friends were constantly asking me for travel advice. But not just “where should I go?” More like:

• “Is this Delta route from New York to Milan better than flying through London?”

• “Where’s the actually good burger near this fancy hotel?”

I realized there was a gap between the aspirational Instagram travel posts and the “here’s how to travel for free by putting everything on credit cards” blogs.

What about the people who like nice things, are willing to spend money, but want real, smart recommendations?

That’s who I write for. I call it discerning travel—not budget, not luxury… just thoughtful and intentional.

Getting the Blog Started

How did you realize a travel blog could be more than just a hobby?
Angela: Full disclosure—I’m still working full-time. I’m a project manager in a big company, managing teams across Europe. So the blog is part-time for now, but the goal is to grow it into something full-time.

What really pushed me to take it seriously was corporate burnout. I had so many ideas at work that went nowhere. With the blog, if I think something has value—I can just try it. I can test and learn without waiting for anyone’s approval. It’s empowering.

Squarespace vs. WordPress

You chose to build your blog on Squarespace, even though most travel bloggers recommend WordPress. Why?

Angela: I’ve actually used Squarespace since way back—like, 2007-ish. I loved how easy it was and how professional it made my writing look. Over the years, I’ve blogged on different platforms, but I always came back to Squarespace.

When I got serious about turning this into a business, I had to make the big decision: Do I rebuild everything in WordPress, or do I stick with Squarespace?

Here’s what tipped the scales for me:

• I already had a site on Squarespace 7.0 and wanted to upgrade it for SEO and monetization.

• I loved the sleek, clean feel of Squarespace sites.

• I worried about WordPress having too much freedom. Without clear guardrails, I knew I could spend months tweaking instead of writing.

And here’s something else: there’s this conversation happening in the travel blogging world right now—about how a lot of WordPress sites look identical. With Google’s new helpful content updates, that could actually hurt your rankings.

You Can Rank on Google with Squarespace

So many people think Squarespace can’t rank on Google. Have you found that to be true?
Angela: Not at all. I’ve been able to:

• Rank blog posts on page 1 of Google—some are even in the #1 spot.

• Keep up with (or surpass!) similar blogs that are built on WordPress.

• Drive consistent, growing traffic with SEO alone.

I think some of the concerns around Squarespace—like page speed—can be distractions. Sure, certain testers might flag things, but real-world performance? Mine’s great.

And here’s the fun part:

• One of my best-performing blog posts was literally an idea I had in the shower.

• It’s short, super keyword-targeted, and focused on a very popular European destination.

• It’s not a 2,000-word beast—but it gets tons of clicks because it’s relevant and direct.

Once that post hit #1 on Google, it was like, whoa. I check my Squarespace analytics like it’s a game. “Ooh! Someone from Sri Lanka is reading right now!”

It’s addictive in the best way—and proof that Squarespace can hold its own when it comes to SEO.

From Zero to 10,000+ Monthly Views—Without 100 Posts

You mentioned some blog posts have really taken off. Where are you at now in terms of traffic?
Angela: So last month I passed 10,000 pageviews—which felt huge! And here’s the interesting part: I only have around 64 blog posts.

I’ve seen a lot of bloggers say they didn’t hit that milestone until they had 100+ posts, so I feel like I’m getting more mileage out of each piece.

What’s helped:

• Focusing on quality over quantity

• Being super intentional about SEO and keyword targeting

• Planning my content around high-impact topics

I used to be afraid of starting a blog because I thought, “I’ll have to feed the blog forever.” But now I see SEO as a puzzle. You find high-opportunity keywords, write the post, and check a few months later: did it work?

And more often than not… it does.

Why Angela Joined Audience Academy

You joined Audience Academy. What made you feel like you needed a course to teach you content strategy?
Angela: There were a few reasons.

• I was running into Squarespace quirks—like how my domain name is different from my blog name—and I wasn’t sure how to make it look and feel like a real blog.

• Everyone around me was using WordPress, and I was second-guessing everything.

• I found your tutorials and started thinking, okay, this woman knows how to blog well on Squarespace.

Then I read more about Audience Academy and realized—it wasn’t just about design. It was about strategy. About building an audience. And that’s what I truly wanted.

It wasn’t just about making a site pretty. I wanted to:

• Learn how to set up an email list

• Grow an audience that actually reads and trusts me

• Create a blog that’s both helpful and profitable

So it ended up being a no-brainer.

What lessons or takeaways from the course have made the biggest difference for you?
Angela: SO many.

One big one was this annoying issue I had with my blog header—I couldn’t figure out how to get the title of my blog to show up properly on the page. Then I saw your Canva template for blog headers and was like, ohhhhhh. Problem solved in two seconds.

Another huge win: your email welcome sequence template.

I’m not shy, but for some reason writing that sequence gave me serious mental roadblocks. Your step-by-step structure took away the overwhelm and helped me write something I was actually proud of.

I even reread it weeks later while riding a train and thought, “This is good.” That’s when I knew I’d really gotten value from the course.

Not All Content Needs to Be“Blog-Perfect”

Your blog is filled with super helpful, unique content. What are your favorite types of posts to write?
Angela: I love writing from my personal experience—and from a strategic lens. Some of my favorite content leans into my background:

• I used to work for Cartier in NYC and Louis Vuitton during grad school, so I have a deep love for luxury shopping.

• One of my top-performing posts is about how to luxury shop in Europe—how to research boutiques, what to expect, what’s worth it.

It might not be the most Pinterest-y content, but it performs really well. Not a lot of people are writing about that with real-world experience behind it.

I also organize content around what I call passion pillars:

• Art & history

• Food & wine

• Beach & nature

And beyond the dreamy stuff, I also write really practical content—like an explainer post on the new UK travel form. That post got picked up by Google Discover and brought in 1,000 views in two days.

There were no affiliate links. It wasn’t a sexy post. But it was helpful.

That’s what I love—writing posts that feel like I’m talking to a smart friend who wants to be in-the-know.

You Don’t Need a Brand-New Trip to Write a Great Blog Post

Are you creating content from new trips, or writing from past ones?
Angela: Oh, I definitely write from past trips. Some are from three years ago!

It’s a bit tricky, because past-me didn’t have a blog. Past-me had an iPhone and bad lighting. But I remind myself:

• The experience is still valid.

• The content is still useful.

• The photos don’t have to be perfect.

Of course, blogging has changed how I travel. I’m headed to Porto soon, and this time I’m packing a shot list. But the truth is: you can 100% write from your backlog. You don’t need to be a full-time traveler.

And for SEO, that might even be better.

The Keyword Research Process

Let’s talk SEO. What’s your process for choosing blog post topics?
Angela: First of all, I used to watch a million YouTube videos on this—and they all used the most boring examples like “wet cat food vs dry cat food.” Not helpful.

Here’s how I think about it now:

SEO is just the math behind how people say things.

Example:

• “Where to stay in Paris” and “Best Paris hotels” are two ways of saying the same thing.

• But mathematically, one of those gets way more searches than the other.

So my goal is to figure out how people actually phrase the thing they’re searching for.

I use Keysearch, and one tip I love is using the “Organic Keyword Checker.” You can drop a competitor’s URL in there and see exactly what keywords that post is ranking for. It’s a goldmine.

And once you’ve found a great keyword? Build around it.

The Secret to Long-Term SEO

You mentioned something really smart: not just posting once about a topic. Can you share more?
Angela: A big mistake I see in travel blogging is what I call “hit it and quit it” content.

People write one post about Paris, never write about it again, and expect to rank.

Google sees your content as a web. The more interlinked, related posts you have on a topic, the more authority you build.

Example: I had one post about skiing in Cortina d’Ampezzo. Inside that post, there was a little section about après-ski. I turned that section into its own post. That new post now ranks in my top 10.

Now I’m building a mini content hub on:

• How to ski in Cortina

• Where to go for après

• Shopping and hotel guides for that area

That’s how you build SEO momentum—not with one big post, but with a layered content strategy.

How to Grow Your Email List Organically

Let’s talk email lists. You started from zero—how did you begin growing it?
Angela: Yep, I started from scratch. My first opt-in was this big, 10-page PDF guide—very detailed, very cerebral. It was written more for the seasoned traveler, which is part of my audience, but I realized later I also needed to serve people going to Europe for the first time.

What helped me get started:

• I created a landing page with strong sales copy, even before my opt-in was finished.

• I used that landing page to start collecting emails—even when my list was literally zero.

• Writing the sales copy before the opt-in actually helped shape the resource itself.

My second opt-in came from a high-performing blog post about luxury shopping in Europe. The post was super long (like, 3,000 words), so I created a soft email gate: to read the second half, readers had to sign up. It worked really well.

I’ve also added more traditional travel blogger-style opt-ins:

• Packing lists

• Destination-specific freebies

• PDF versions of blog posts (coming soon!)

And I’ve been testing what works:

• Landing pages convert at around 20%

• Inline forms convert around 5–10%

• Pop-ups vary, but relevance is everything

Oh—and your summary block hack was a game-changer. Now I can update opt-ins across my site in one click, instead of editing a hundred blog posts. Total lifesaver.

How to Keep Your List Engaged (Without Weekly Emails)

Now that you’ve got subscribers, what’s your strategy for emailing them?
Angela: First, shoutout to the Audience Academy welcome sequence. That became my whole foundation. It helped me figure out what kind of content belonged in email versus on the blog.

Here’s what works for me:

• Email every other week. Weekly felt overwhelming, and I knew I wouldn’t stick to it. Every other week is sustainable—for me and my audience.

• The goal of each email is to lead readers back to the blog—usually through a story or timely topic that connects with a post.

• I use a spreadsheet to map out emails in advance, based on what’s happening in the world (like tax season, travel restrictions, or even upcoming holidays).

Example: I’m writing about tax season for expats right now, and I’ll link it to a post I wrote about money and travel. It’s all about finding real-world moments and tying them back to your content.

And honestly? Open rates are around 60%. Click rates are 20%. People are reading and engaging. That’s what matters.

The Secret to Successful Blogs

What would you say to someone starting from zero—who’s overwhelmed by the idea of staying consistent?
Angela: Oh, I felt that way too.

In the beginning, I would go through big cycles. I’d write five posts in a week, burn out, then disappear for a month. It was stressful and unsustainable.

What Audience Academy helped me realize is that:

• You don’t have to be perfect.

• You don’t even have to be great.

• You just have to be consistent.

The real superpower in this space? Showing up. Doing the work. Hitting publish—again and again.

Now, I post regularly and send two emails a month. And guess what? My list is growing, my traffic is growing, and I’ve hit those 10,000 pageviews way faster than I expected.

Why Audience Academy Was Worth Every Penny

For someone on the fence about joining Audience Academy—what would you say?
Angela: I totally get the hesitation. It’s easy to think, “I can get all this for free on YouTube.” And honestly, I’ve taken courses before that didn’t offer anything new.

But Audience Academy is different.

• You’re not just watching videos—you’re following a proven method that works.

• You’re learning from someone who’s actually done it, and done it well.

• You have templates, systems, and strategy that cut out all the second-guessing.

The moment I joined, I felt committed. I invested. And I showed up.

That hockey-stick chart you show in the training? That’s exactly what happened for me. I can literally see the shape of my growth in Google Analytics. It’s real.

Ready to See the Same Kind of Growth?

Angela’s story is proof that you don’t need to blog every day, travel constantly, or be a tech genius to grow a real audience. You do need strategy, consistency, and a willingness to start where you are.

If you’d like to grow your own traffic snowball and write content that gets found, check out the Free Content Creation Outlines for Surefire, Profitable Posts.

And if you’re ready to go deeper, don’t miss Audience Academy. It’s the exact framework Angela used to build traffic, grow her list, and start turning her blog into a business—while working full-time.

✨ And of course, go binge Angela’s blog Notes From Here—especially her amazing guide to learning to ski in Europe. It’s full of tips, insider info, and gorgeous destination ideas for your next trip.

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• Myth: SEO with Squarespace sucks. Here’s the facts.

• Boost your Squarespace SEO with one simple step that you probably haven’t heard of!

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Erica’s Squarespace Templates*

• Which Client Finding Type Matches YOU?

• How to Make $1 Million Selling Templates

• Get 10% Off Squarespace with Code 10PAIGE*

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

So many of us long for a business bestie—the kind of person you can sit down with, sip something warm, and chat about life, work, and all the messy, beautiful bits in between.

Some of you have that already.

Others? Not yet. So I thought I’d share one of my own favorite conversations with you.

I recently sat down with my dear friend Erica from Big Cat Creative, and what started as a casual chat quickly turned into something deeper:

12 honest truths about what it really looks like to build a business that fits your life.

We talked about everything:

• redefining success

• learning to unplug

• hiring mistakes

• pricing mindset

• running a design business without social media.

• So much more!

If you’ve been craving a cozy, unfiltered, perspective-shifting conversation with someone who gets it—this one’s for you.

We sat down just like we do in real life (ideally by a pool, iced coffee in hand), and talked through what’s working, what we’ve learned the hard way, and what we’re still figuring out.

Here are the 12 truths that came out of that conversation.

Truth #1: I don’t have work-life boundaries… but I also don’t need them.

One of the first things I asked Erica?

“What’s one thing—either in life or business—that you just refuse to do?”

Erica:

That’s a great question. The honest answer? I haven’t really set many hard boundaries because… my life is pretty simple.

I don’t have kids or big responsibilities outside of work, so right now I’m in a season where I actually enjoy giving a lot of energy to my business.

That said, I’ve built things in a way where I don’t have to work nonstop anymore. I can take a real holiday.

I can go hiking in the mountains without reception. My team can run things without me checking in every five minutes.

“

That was a huge shift—getting to a point where I could truly unplug. It changed everything.”

The Early Days Looked Very Different

Back then, I was doing everything myself. And even when I tried to take a break, I still had one eye on my inbox. Camping trips? Maybe. But real holidays? Not a thing.

That changed once I hired support. I started breathing easier. And the funny thing is—I still choose to check in sometimes, because I love my business. But the key difference is: I don’t have to.

Saying “No” to What Doesn’t Light You Up

One other thing I’ve learned to let go of? Doing things just because everyone else is.

Case in point: Podcast interviews.

I get asked to be on podcasts pretty regularly. And honestly? I usually say no. Not because I’m ungrateful—but because those kinds of interviews just don’t light me up.

There’s this pressure to be everywhere and say yes to everything. But we’ve both found so much freedom in only doing the things we actually enjoy—like this conversation right here.

Truth #2: I’m a total hermit during the workweek

Next up, I asked Erica one of my favorite behind-the-scenes questions:

If we followed you around for a week, what would we see? What are your hobbies, routines, and non-work things that make up your life?

Erica:

Honestly? During the week, I’m a bit of a hermit. I spend most weekdays just working from home—tip-tapping away at my computer, doing my thing.

• I do a morning workout on my reformer (yes, I have one at home).

• I go rock climbing a couple of times a week—that’s my one consistent “outside” activity.

• Aside from that? Not much of a social life during the workweek, and I’m okay with that.

“We work hard during the week… and then we disappear off the grid for a little playtime.”

Every few weeks, my partner and I pack up and head out—mountain biking, camping, hiking, visiting friends across the country. So while the weekdays are super focused, the weekends are all about adventure.

Paige:

Same here. When it’s a workweek, I go all in. No hard start or stop times—I’ll work as long as the ideas are flowing.

But I genuinely love it, so that rhythm works for me.

That said, I do have a few non-negotiables built into my week.

I take German classes twice a week in person—not because I’m crushing it (spoiler: I’m not), but because I know if I didn’t book the class, I’d never actually go. 😅

I’m the same with workouts. I won’t use a reformer at home, but I’ll happily book a class and go because I’ve paid for it and it’s in the calendar.

Because we’ve lived in so many places, we have friends scattered all over the world—which means we host visitors constantly.

Our home in Switzerland has become a bit of a revolving door for friends passing through Europe. And I love that.

In the winter, you’ll find us skiing (obviously… this is Switzerland). I fully stand by the claim that these are the best ski slopes in the world. And yes, the après is better in France—but I’m working on a whole blog post about that. 😉

“I realized I’ve basically become an après ski expert. So obviously, it needs a post.”

In the summer, we hike, swim, and take our stand-up paddleboard out on the lakes—it’s stunning. I need to get a GoPro so I can film it for you. It’s that magical.

One thing we both agreed on?

Boundaries aren’t about rules—they’re about freedom.

Paige:
When I go on holiday, I fully check out. I delete work apps from my phone, don’t have email on mobile, and intentionally step back. I still peek at YouTube (because I love it), but that’s just for fun.

Erica:
Wait, that’s amazing. You delete the apps? That’s next-level boundary setting. I’m impressed.

Paige:
Honestly, otherwise I’d check. Someone messages me and I’d feel pulled in. So I just remove the temptation completely.

Truth #3: Success looks like freedom to me—not more money.

So many of us define success differently—and it can change dramatically over time.

For some, it's the number in your bank account. For others, it’s how often you get to unplug for a proper vacation. I asked Erica how she thinks about success today—and how that definition has evolved over the years.

Erica:

It’s definitely shifted. When I first started my business, success meant one thing: make enough to live.

Then once I hit that, the goalpost moved. I set my sights on buying a house—and that became my motivation for a while. Once that happened, I had this moment of, “Okay… now what?”

These days, success feels a lot more long-term. I’m thinking about future planning—being set up to retire early if I want to, or being able to step back from the business when life calls for it.

If I have a child one day, I want a business that can run without me. I want income streams that don’t depend on me showing up every day.

“Right now, I feel successful because I have everything I want, I live comfortably, and I have time freedom. That means more than any number ever could.”

I don’t work full time. Some weeks I overdo it, some weeks I don’t work at all. My partner works for himself too, so we get to travel freely and design the lifestyle we want. If I had the money but not the freedom? That wouldn’t feel like success to me.

Paige:

Yes—same journey for me.

• It started with: How do I make enough to live?

• Then: Okay, now I want to buy a house. (Which I did—only to realize later it wasn’t in the right country. Oops.)

• Now, like you, I’m thinking about what happens next.

• I want to make sure I’m not just earning well, but doing smart things with my finances so I’m not waking up ten years from now with regrets.

“The new goal? Make work optional.”

I was actually chatting with someone on a ski trip recently who had already surpassed his financial freedom number. And his perspective really stuck with me:

When work becomes optional, you start to evaluate everything differently. Even if you love what you do (and I do—about 90% of it!), there are always things you’re doing just because you have to.

Would I still do that 10–15% if I didn’t need to? Probably not.

I used a tool called Trajectory to actually work out the numbers—how much I’d need to live off of, when I’d need to hit it by, what I’d need to invest to get there.

It’s not exact, and obviously once I get close to the number, I’ll sit down with a real financial advisor. But for now? ChatGPT is my unofficial financial planner. 😅

Erica:

Same! I’ve done those calculations, too—and last year, I created this really detailed (and kind of beautiful, if I may say so) Google Sheet. It took four full days to build, but it totally changed how I think about saving and investing.

Now every time I’m tempted to buy something, I just think: “Nope. That’s going into the spreadsheet.”

“Honestly, nothing has been more motivating for me than seeing the long game in black and white.”

Truth #4: Outsourcing isn’t just for business—it’s for your life, too.

There’s a lot of talk in online business circles about building a team—but what about support at home? I asked Erica to spill the details: What’s she outsourcing? What’s she still doing herself? And how has she figured out the balance?

Erica:

I’ve tried a bit of everything—cleaners, meal services, you name it. Usually during busy work seasons when the last thing I wanted to do was scrub a shower or cook a full meal.

But honestly? I always seem to circle back to doing it myself.

If I had kids, I’d probably hire more help without question. But right now, I actually enjoy closing my laptop, popping on an audiobook, and making dinner. It’s a nice transition from work into something slower and more tactile.

I do order groceries online for pickup—it saves time and still feels easy.

My husband handles the lawn and house maintenance. I do the cooking and cleaning. It’s a little traditional, but it works for us.

And having that audiobook while I do chores? Game changer.

Paige

We’ve definitely hired cleaners in the past—it was such a luxury in London. And when we lived there, we even had a laundry service. Total heaven. You’d drop it off, and it’d come back the next day, folded and fresh.

Honestly? Life-changing.

Same in Bali. You could pop by a laundry spot between your villa and the co-working space. It was so easy and made such a difference.

Now that we’re in Switzerland, some of that convenience is gone, but I’ve gotten more intentional about what’s worth outsourcing.

“If you’re willing to spend $50 on a contractor for your business, why wouldn’t you spend $50 on a cleaner if it saves you five hours of your time?”

If you hate cleaning and spend five hours a week doing it? That’s five hours you could be working—or resting. Either one’s a win.

We’ve done HelloFresh for years and I still really enjoy it— But during launches or busy weeks? Even that feels like too much.

So I started exploring pre-made healthy meal services.

And we found one that’s surprisingly great! It’s clearly marketed to fitness people (the website is very protein-forward), but the meals are nutritious, high-quality, and actually taste great. Even my husband’s cousin, who’s a nutritionist, approves.

“Cooking now takes basically zero time. It’s fabulous.”

We still do laundry ourselves, but Florian is great around the house—though he loves to joke that I’m a little useless in the domestic department.

Fair. My brain is usually in a million places, and the business always seems to get first priority.

But I’ve realized: you only have so much capacity. And sometimes, outsourcing at home is just as powerful as outsourcing in business.

Truth #5: I’m not as chill as I seem—I just don’t overthink everything.

One thing I’ve always admired about Erica is how effortlessly chill she seems—even when running a thriving design business. So naturally, I had to ask:

Where does that calm come from?

Is it something she’s cultivated over time… or just a Kiwi superpower?

Paige:
You have a level of chill that is exceptional. Seriously, Erica—you seem so calm. Is this natural? A mindset thing? A New Zealand thing?

Erica:
Honestly? I don’t think I’m that chill! But people do say that. I think it might be a bit of a New Zealand thing—my partner is way more relaxed than I am. So maybe that’s the baseline here.

I do get things done—I’m just not a huge overthinker. I don’t tend to spiral or get super stressed over decisions. But you’re the only one who tells me I’m especially calm, so maybe it just stands out more internationally.

Paige:
Okay, well, I still think you’re exceptionally chill. And I do think that’s a thing—small islands or slower-paced places definitely change people’s energy. I noticed the same thing when I lived in Mississippi. It drove me crazy at first, and then eventually I just… gave in to the slower rhythm. And it actually felt really good.

Erica:
Totally. The environment can shape your stress levels. If everyone around you is relaxed, you start to take on some of that energy.

What About Our Partners?

Paige:
Do you think being with someone low-stress helps keep you more chill?

Erica:
Absolutely. If my partner were high-strung, I could probably get that way too. But we balance each other. I have the capacity to be stressed, but I just don’t go there much. He keeps things really calm.

Paige:
Same here. My husband is more chill than me in some areas, and more anxious in others. Especially when it comes to health. He’s basically a hypochondriac. 😅

We were planning a vacation to the Maldives, and he nixed it because the healthcare infrastructure on the smaller islands isn’t robust enough for his liking. He’s young, healthy, and very fit—but still, he was like: “What if something happens and I can’t get to a hospital in time?”

So… we’re going to Mauritius instead. Apparently the healthcare is better. 😂

“It’s not something I’ve ever considered when booking a trip, but hey—maybe he’s onto something.”

Erica:
That’s so funny. But also… kinda sweet? He's just looking out for both of you!

Truth #6: I don’t actually read business books anymore

At some point in your business journey, you realize… you don’t always want to be consuming business content. And that’s exactly where this conversation led—what we’re reading, listening to, and watching these days

(spoiler: it’s not all marketing strategy and morning routines).

Erica:

I’ve gone through so many phases. Back when I started my business (we’re talking 2017), I was all in on personal development books and business podcasts. But lately? Not so much.

Over the past couple of years, I’ve stopped consuming that kind of content almost entirely—and honestly, it’s felt great.

These days I’m mostly:

• Watching climbing videos

• Watching music production videos

• I’ll still listen to a business podcast if I’m looking to learn something specific

• Reading fiction

  If you’re into fantasy, I just finished House of Flame and Shadow—it’s the third in the Crescent City series. Total escapism, in the best way. Think fae, dragons, romance… you know the vibe.

  I’m also reading Red Rising, which is a bit darker, more dystopian. Basically, I’m fully leaning into books that have nothing to do with business.

  
  This year has been a big shift for me. For so long, my only “hobby” was working on my business. And I kept saying I needed something else… but I never really meant it.

Now?

I’ve picked up music again, started climbing regularly, and I’m reading just because I want to. That’s been the biggest shift—not feeling like I should have hobbies, but actually wanting to spend time on things outside of work.

Truth #7: I’m testing out Bill Gates’ Think Week

Paige:

I’ll admit—I do love a good long-form interview.

The Diary of a CEO podcast is my go-to when I’m driving or cooking. Some episodes are business-y, others are health or mindset or just fascinating interviews.

And next week, we’re actually doing a Think Week—inspired by Bill Gates.

It’s basically a week totally unplugged—no distractions, no internet, just books and space to think. Bill Gates started doing it decades ago, heading off to a cabin to read, reflect, and plan.

We’re not going full hermit, but we are taking a little trip, packing a stack of books, and stepping out of our usual rhythm. It’s something I’ve been craving for a while. I know, it’s a little nerdy. 😅 But I love having time to really sit with an idea and not rush to implement.

Paige’s Think Week Reading List

• Let My People Go Surfing by Yvon Chouinard (founder of Patagonia)

• Perennial Seller by Ryan Holiday

• Principles by Ray Dalio

• 1 Million Followers by Brendan Kane

• The Effective Executive by Peter Drucker

• The Five Temptations of a CEO by Patrick Lencioni

• The 8th Habit: From Effectiveness to Greatness by Stephen Covey

• DotCom Secrets by Russell Brunson

Truth #8: I hate the pressure to be a personal brand.

At this point, it’s hard to separate business from social media. Everyone has an opinion. Everyone has a strategy. And if you believe what you hear online, you’d think success depends on being a personal brand with a camera-ready life.

But here’s the thing:

Not everyone wants to show up that way.

And for Erica? That kind of visibility never felt aligned.

It’s not that she doesn’t believe in marketing or connection—she absolutely does. In fact, she’s the first to admit she’s bought from people who do show up that way.

But for her own business? The idea of posting daily, showing her face on Stories, and turning her life into content felt draining.

“I’ve never even had a personal Instagram account,” she told me. “Facebook is unusable. TikTok? Addictive. I try to stay off it all.”

Instead, her team helps manage the essentials. She’ll record a batch of content here and there—but she draws a hard line when it comes to daily visibility. And despite stepping back, the business continues to grow.

Truth #9: Social media drains me—so I found a different way.

PAIGE

If you’ve followed me for a while, you already know: I don’t use Instagram. Not for business. Not for personal.

There’s no version of me that enjoys scrolling, posting, checking notifications, or worrying about what I “should” be doing to stay visible.

The few times I’ve re-downloaded an app, I’ve noticed the same pattern: I’m less happy, more distracted, and not actually getting more done. So I log off. Again.

And yet, the business continues to grow.
Which begs the question…

What if you didn’t need social media to thrive?

So many of our students have started asking us how we do it. How we market without short-form video. How we sell without DMs. How we connect with clients without being “always on.”

And the truth is: it’s not about being anti-social.
It’s about being intentional.

For both of us, the real magic has come from choosing platforms and strategies that match our personalities—not chasing every trend or burning ourselves out trying to keep up.

Truth#10: Hiring the wrong people was an expensive lesson—but a necessary one.

No matter how refined your systems or how clear your vision, mistakes in business are inevitable. But here’s the thing: they’re rarely catastrophic—and often, they’re exactly what we need to grow.

So I asked Erica the big one:

What’s a mistake you’ve made in business that really stuck with you?

ERICA

“I’d say the biggest one was hiring. I’ve had challenges throughout my business—but last year was the worst. I actually made a whole video about it.”

She’s referring to a season where she hired too quickly, committed to contracts that didn’t pan out, and poured a lot of money into people who ultimately weren’t the right fit. Oof.

But in true Erica fashion, she reframed it as a learning moment:

“I always tell myself: no one dies if I make a mistake in business. That sounds dramatic, but it helps. I have friends in high-stakes jobs—like EMTs—and it’s a good reminder. My mistakes might cost money or feel frustrating… but they’re never life-threatening.”

Even better? That tough season led to her current dream team. A little more expensive than she’d like—but a lesson well learned.

Truth #11: Just because others hire a big team doesn’t mean you need to.

Paige:

I think my biggest business mistake also ties into team building—but more from a mindset angle.

Years ago, I was watching people I admired grow these big teams… and I assumed that was the path. That was success.

So I followed suit. Hired three people at once. Added layers. And very quickly realized… it wasn’t what I wanted at all.

The business I was building didn’t actually need that much support. And I didn’t want to manage that many people.

It was a gentle reckoning with what felt aspirational—but wasn’t aligned. That pressure to “keep up” with industry norms or other entrepreneurs can sneak in fast.

Lesson learned? Stay clear on your version of success.

Truth #12: I thought I needed mentors—until I realized I just needed better systems

There’s a lot of talk in the online business world about mentors and masterminds. And yes—they can be game-changers… when they’re the right fit.

But both Erica and I shared some honest reflections here.

Erica:

“I’ve joined masterminds and coaching programs that, in hindsight, I didn’t really need. I just thought I should be in one. But at the time, I didn’t have a big question or direction I needed help with—I just needed more support in running the business itself.”

Paige:

“I’ve been in some fabulous masterminds—but I’ve also joined some where I thought, ‘I don’t actually need a mentor. I need better operations.’ I should’ve put that investment below instead of above.”

We both agreed:

• Education, mentorship, and support are powerful—but they need to be intentional. Know what you want to get out of the experience. Know what kind of learner you are.

• If you thrive in a small retreat-style environment vs. a 200-person Zoom? Lean into that!)

• Masterminds that don’t have an in-person element? Not ideal for Erica. She’s more of a travel-retreat kind of gal.

• Spending money on programs out of pressure or FOMO? Not worth it.

• Investing in something because it feels strategic—without checking if it actually solves a problem for you? That’s a fast track to disappointment.

Final Thoughts

What I love most about chats like this one? They’re unscripted, unfiltered, and full of the kind of insights that only come from experience.

Erica and I revealed 12 truths—some light, some deep, all rooted in real experience. From rethinking what success actually means, to navigating hiring mistakes, to embracing work-life rhythm over rigid balance, we pulled back the curtain on what it really looks like to run a creative business that feels good to run.

If you’ve made it to the end—first of all, you’re fabulous. 🫶 And second, I hope these truths gave you a touch of perspective, a few laughs, and maybe even the permission to redefine success on your own terms.

If you want to dive deeper into Erica’s work and creative brilliance, we’ve done several other videos together that walk through the strategy behind her wildly successful Squarespace template shop.

✨ This video in particular is one of the most popular on the channel—and for good reason.

Trust me, it’s well worth a watch.

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• Serving a Local Niche While Traveling: A Web Designer’s Guide to Digital Nomading

• Mastering Website Layouts: A Beginner’s Guide

• How to Land More Web Design Clients - Jessica’s Method

• How this Stay-at-Home Mom Earns $6K/Month in Just 10 Hours a Week

• The Secret to Beautiful Websites (Without Being Creative)

• How to Grow A Blog (Beginners Guide)

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Erin’s Website

• Which Client Finding Type Matches YOU?

• Waitlist for Paige’s Marketing Course

• Get 10% Off Squarespace with Code 10PAIGE*

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

Ever wonder if it’s too late to start a creative business—or if the web design world is just too saturated to break into?

Maybe you’ve got a background in something adjacent—graphic design, art, or even a totally different field—and you’re asking yourself, Could I really turn this into a thriving web design career?

That’s exactly where Erin, founder of Porta Blu Design started. With a degree in art history, a few freelance logo projects under her belt, and zero experience in web design, she made the leap—and never looked back.

In this interview, Erin shares how she:

• Built a successful Squarespace design business from Italy (yes, Italy!)

• Grew her rates from $1,500 to $5,000

• Launched her own line of website templates

• Booked clients consistently without ever relying on social media.

Her story is a reminder that with the right systems, strategy, and service—you can design a business that supports the life you actually want.

Whether you’re new to Squarespace, wondering if your background is “enough,” or looking for marketing strategies that don’t involve posting on Instagram every day—this one's for you.

From Art History to Web Design

What you were doing before you became a web designer?

Erin: Before I got into web design, I was actually doing graphic design. My background is in traditional art and art history. After I graduated, job options felt pretty limited, so I started picking up small design projects here and there through family and friend referrals. It was mostly logos, print materials, and that kind of thing—but it was slow going and definitely not a straight path.

I worked for a couple of companies doing design, while still picking up little side projects when I could. Over time, that planted the seed:

Maybe I could do this on my own.

I slowly started taking on more freelance work, and eventually worked up the courage to quit my 9 to 5. It was terrifying—but also super liberating.

About six months later, I was finishing a logo project for a client when she asked me,

"Can you build me a website?"

And without thinking, I said, "Sure!"

At that point, I had no real web design experience—but I jumped in. Back then, Adobe Dreamweaver was a popular (and very complicated) tool.

I used Photoshop and Illustrator already, so I figured I could learn Dreamweaver too.

I dug into tutorials, figured things out as I went, and somehow pulled it off. My client was happy (probably also because I charged next to nothing), and that first site lit the spark.

From there, I dabbled with other platforms like WordPress, which was a little more flexible but also chaotic—especially when trying to hand over a site to the client.

Most of my clients are small business owners, and I always wanted them to be able to make updates on their own without needing me for every little change. But WordPress just wasn’t user-friendly for that.

Then I discovered Squarespace. I was actively looking for a better platform, and after a bunch of trial runs with other tools,

I landed on Squarespace and thought: This is it.

I started playing around with it by building my own site and realized pretty quickly that it had a bit of a learning curve too—but nowhere near what Dreamweaver or WordPress required.

So my journey from art history to logos to websites wasn’t linear—but it was definitely possible. And it led me here.

Is Web Design Too Saturated?

What's your take on the idea that web design is too saturated now?

Erin: I get that question a lot, and my answer is no. I don’t think it’s saturated at all.

There’s so much room for different types of creative thinkers in this space.

Web design is flexible and fluid. You don’t have to be a traditional designer. If you love the tech side of things or you just enjoy building stuff—there’s a place for you here.

And the demand? It’s massive.

• Small businesses are popping up every single day.

• Especially in the U.S., we’re super entrepreneurial—starting a business is relatively easy now, and every single one of those businesses needs a website.

• Some already have sites that are outdated or not functional, so there’s always an opportunity to help them improve.

• Others are starting from scratch. Either way, the work is out there.

If you have a creative edge—maybe it’s your visual eye, your copy skills, or your way with strategy—you can stand out. You can learn the tech side. You don’t have to be the most experienced developer in the room. Just bring your uniqueness to the table.

To me, saying web design is oversaturated is like saying there are too many photographers in the world.

Sure, there are a lot. But your perspective, your process, and your personality are totally different from someone else’s. There’s more than enough room for all of us.

Why Erin Decided to Invest in a Business Course

What made you decide to invest in Square Secrets Business™. ?

Erin: I would say it was really about stepping into a new platform.

Technologically, Squarespace was very different from what I had used before. I was coming from a background in Dreamweaver and WordPress, and I wanted to get up to speed quickly.

While I was Googling how to use Squarespace, I found your content.

I found others too, but your site stood out immediately—the sheer amount of free content you offered, the quality of it, and your story really resonated with me.

It felt personal, and I could tell right away that you had genuinely been through this journey and knew what you were talking about.

The free content alone built so much trust. I thought, If the free stuff is this helpful, then the course must be next-level. And it really was.

To me, enrolling in the course was an investment—in myself and in my business.

I wanted to become the kind of designer who could confidently offer Squarespace websites and give my clients the experience they deserved. I had done my research and knew Squarespace was the platform I wanted to stick with, and your course felt like the fastest way to build the skills I needed to take things to the next level.

How long did it take you to make back the investment? Was it one client, two clients... how fast was that return?

Erin: Honestly? Half a client.

After going through the course and fine-tuning my systems, I immediately felt more confident. One of the things I really loved was how you helped streamline the process specific to the platform. I’m already an organized person by nature, but this helped me dial it all in even more—which made every project smoother and faster.

So when I landed my first client post-course, I didn’t hesitate to charge what I knew I was worth.

That project alone brought in more than enough for me to pay back the course. From there, it just kept building.

Raising Rates and Building Additional Income Streams

How gas your pricing evolved—from when you started to what your clients typically invest now.

Erin: These days, my average client investment is just under $5,000.

That’s for a full website package—especially for small businesses or solopreneurs who are just getting started. It gives them a strong foundation, one-on-one time with me, tutorials, and some helpful education even after we launch.

When I first started on Squarespace, I was charging more in the $1,500–$2,000 range. But my prices went up pretty quickly. With each project, I gained more experience and more confidence. And when you’re taking on a couple of projects a month, it really adds up. It’s a great way to work.

What advice would you give to someone thinking about creating website templates?

Erin: Templates have been a really exciting part of my business.

One of the bonuses in your course covered how to start creating templates—and that was huge. I wanted to build more passive (or at least mildly passive) income, and templates were the perfect fit.

Once I felt confident on the platform, I realized how much I love the actual design side of web design. And templates let me lean into that. It’s not exactly the same as client work—there’s definitely some tech stuff that’s unique to selling templates. So I’d definitely recommend taking a course or doing some research to prep.

But the process is incredibly rewarding. There are so many ways to sell templates, and yes—it can feel overwhelming. But when someone finds one of your designs and it helps them launch their dream business? That’s a pretty incredible feeling.

So my advice? Just start. Anyone can do it.

Blogging, SEO, and Ditching Social Media

You also took Audience Academy and now have a great blog. What kind of impact has that had on your traffic or clients?

Erin: I’ve been really lucky over the years to get a lot of referrals—and I never take that for granted. But I knew I needed to build something more sustainable. I wanted to grow my email list and get more organic traffic to my site.

Your course gave me some amazing tips on blogging. The content calendar alone was priceless—it helped me figure out what to post and how to make it work long-term.

Now I’m seeing more organic activity. More people are finding me through search. And even better, it feels good knowing that I’m putting valuable content out there. It’s not just about traffic—it’s about helping others, too.

Are you currently on social media?

Erin: I’m not. I have an Instagram account, but I don’t use it much anymore.

I tried it for a while, but I didn’t see much return. And honestly, it felt like a time zapper. I’d rather spend my time blogging or working on SEO—things that live directly on my site and keep paying off over time.

It’s definitely a personal choice, but for me, investing in content that I own just makes more sense.

I remember in your course you said: don’t try to do everything. Focus on what works for you and double down on it. That’s what I’ve done.

Building a Blog Without the Pressure to Rank #1

When you started blogging, did you worry that you couldn’t compete with older sites?

Erin: Honestly, no. I try not to let fear guide any of my decisions.

I know I provide a valuable service. And if my blog posts help even one person, that’s worth it. Sure, I might not rank in the top search results, but I write about things I’ve actually dealt with—questions I had, problems I’ve solved—so I know they’re useful.

Of course, I pay attention to SEO and try to be smart with it. But I don’t obsess over competition. I write in my own voice, and I trust that the right people will find me. And they do.

Living and Working in Italy

What’s a typical day in your life like?

Erin: Well, that could be a whole conversation over a bottle of Italian wine!

My husband is Italian, so that’s how I ended up here. We’ve been back and forth between the U.S. and Italy over the years, but right now, this is home—and we love it.

We live in a very walkable city, and honestly, being a web designer here is amazing. I can meet a friend for a cappuccino in the morning, get some work done, and maybe enjoy an Aperol Spritz in the afternoon. It’s a pretty dreamy lifestyle.

Are your clients in Italy, or mostly international?

Erin: Most of my clients are in the U.S.—thanks to referrals from years of working there. But that’s what’s so great about web design: it’s totally portable. You can do it from anywhere.

I’m really grateful that I get to live in Europe and still work with amazing clients around the world.

Finding a Niche (Or Not)

Do you have a niche?

Erin: I’d say it’s pretty eclectic.

I’ve never niched down in the traditional sense—probably because so much of my work has come from referrals. But I’ve noticed that most of my clients tend to fall into the same general group: they’re solopreneurs or small business owners who are just getting started and aren’t super tech-savvy.

Sometimes it’s someone launching their first business. Other times it’s a small team with a growing company that needs a better online presence.

Either way, they usually need a clean, easy-to-manage website—and they need someone to walk them through the process.

My priority is always making the site as simple and sustainable as possible. I do use a bit of custom code to make things feel elevated and unique, but I design everything with the client in mind. My goal is that they feel confident going in and updating things themselves after launch.

So no, I don’t have a niche in the traditional sense—but I do serve a very specific kind of client. And I absolutely love it.

I love helping people feel proud of their website. I know a lot of designers are leaning more into digital products and courses, and I might do more of that in the future too—but right now, this is what lights me up.

These are people who are overwhelmed by the idea of building their own site—even if the tools exist. They want someone who understands their vision and can bring it to life in a way that feels professional and polished.

They’re not hiring me because they can’t figure out how to drag and drop a block—they’re hiring me because they don’t want to have to figure it out in the first place.

Final Advice for Future Students

If someone is on the fence about taking Square Secrets Business™, what would you say?

Erin: Do it. 100%.

It’s not just about learning how to build a website. It’s about how to run a business—and how to do it well. You cover everything from client processes to finances to legal stuff. And all of it is tailored specifically for web designers.

The systems you teach are clear, easy to customize, and they work. They’ll save you hours of trial and error. I can’t recommend it enough.

And what about Audience Academy™?

Erin: Another yes.

Especially if you’re not into social media (like me), this course will teach you how to build traffic in a sustainable way. You’ll learn keyword research, content planning, email list growth—it’s packed.

I made my money back with less than one client project. Totally worth it.

Erin's story is proof that building the business of your dreams is absolutely possible—and it all starts with finding the right clients.

But here’s the thing: the best client-finding strategy isn’t about chasing trends or doing what everyone else is doing.

Erin found success not by being everywhere, but by doubling down on what actually worked for her—referrals, blogging, and building a strong client experience.

She chose not to be on social media, focused instead on creating content she owned, and built trust with clients through simplicity, service, and standout design. Her results speak for themselves.

If you’re ready to discover your ideal way to land dream clients (without the burnout), take my quiz: Which Client-Finding Method Matches Your Personality?

In just a few minutes, you’ll uncover the perfect strategy for growing your web design business—without the overwhelm, guesswork, or endless trial and error.

I can’t wait to hear what result you get!

You’ll Also Love...

• The Secret to No-Code Web Design: How Squarekicker is Changing Squarespace Forever

• What are Web Designers Charging & Earning in 2025?

• What if Clients Can’t Afford My Rates? - A Web Designer’s Guide to Creative Niches

• Serving a Local Niche While Traveling: A Web Designer’s Guide to Digital Nomading

• Mastering Website Layouts: A Beginner’s Guide

• How to Land More Web Design Clients - Jessica’s Method

• How this Stay-at-Home Mom Earns $6K/Month in Just 10 Hours a Week

• The Secret to Beautiful Websites (Without Being Creative)

• How to Grow A Blog (Beginners Guide)

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Shannon’s Website

• Which Client Finding Type Matches YOU?

• Get 10% Off Squarespace with Code 10PAIGE*

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

If you've ever wondered whether it's truly possible to build a thriving web design business from scratch—meet Shannon from Luminary Studio.

She started her journey with zero professional experience, no formal design background, and just a curiosity about Squarespace.

Fast forward to today?

She runs a six-figure web design business, works with dream clients, and books premium projects—all while living in Honduras and managing multiple businesses.

But here’s the thing: Shannon didn’t follow the typical path. She didn’t dive in full-time right away. She didn’t rely on social media or trendy marketing tactics.

Instead, she took a strategic, sustainable approach, slowly growing her skills, refining her offers, and building a client acquisition system that actually worked for her.

In this interview, Shannon shares:
✔ How she built her business while working part-time for years
✔ Her exact strategy for landing $6K+ clients on Upwork
✔ Why she didn’t offer templates (and what she did instead)
✔ The game-changing moment when she decided to go all-in

And the best part?

You can learn from her journey and apply it to your own business—without years of trial and error.

So grab your coffee (or a piña colada, because Shannon’s probably by the pool right now 😉), and let’s dive into her story.

How It All Started—A Random Website Redesign Offer

Back in 2017, Shannon had zero professional web design experience—but that didn’t stop her from diving in headfirst.

"Honestly, I was just working at a company answering phones. And I’ve never been the type to just follow the rules and do what I’m told. I like to dig in and figure things out for myself. So, when they told me,

‘Hey, feel free to browse through our company drive to get familiar with things,’

I took that literally."

While poking around, she landed on their website.

"I saw it and immediately thought, ‘We should redo this.’ So I casually mentioned it to my boss, like,

‘Hey, have you ever thought about redoing the website?’

And they were like,

‘Yeah, actually, we’ve sent out quotes before, but we never went through with it.’"

And that’s when Shannon took a bold leap.

"I just blurted out, ‘I can do it!’ even though I had never built a website before in my life."

At the time, she had just heard about Squarespace because she was trying to build a website for her nonprofit—but she hadn’t actually started yet.

"I knew of Squarespace, but I didn’t even know how to use it. I just knew it was a website platform. But I figured, how hard can it be?"

And surprisingly… they said yes.

"They gave me free rein. I was still answering phones and handling my usual tasks, but they basically told me, ‘Sure, if you can do it, go ahead and work on it between calls.’ And I was like, ‘Well, you’re paying me anyway, so why not?’"

And just like that, Shannon became a web designer—without even meaning to.

Discovering the Course That Changed Everything

As she started fumbling her way through building that first website, she knew she needed help.

"I went into full research mode. I was Googling, watching tutorials, trying to figure out how the heck to make this work. And that’s when I somehow stumbled onto your content, Paige."

At some point, she must have signed up for something, because next thing she knew, she was watching one of Paige’s webinars.

What really hooked her was that this wasn’t just about learning how to use Squarespace—it was about learning how to turn web design into a business.

"I was like, ‘Ohhh, this is so much more than just a website tutorial. She’s teaching the business side of things. And I want to learn that.’"

So, she signed up for the course.

"I had some travel plans at the time, so I downloaded everything and binged it on a plane—literally watched all the lessons during my flights back and forth."

And once she got back? She was hooked.

Doing Free Projects to Build Confidence

Even after finishing the course, she still wasn’t charging for her work yet.

"At first, I did websites for free. I felt like I had to because I was still figuring things out."

But even though she wasn’t making money yet, she was gaining experience.

"I designed websites for local businesses, a nonprofit gym, and a few friends. And yeah, I wasn’t getting paid, but they were helping me just as much as I was helping them. I was learning. I was figuring things out. And every project made me better."

It wasn’t long before she started realizing—this could be something real.

Turning a Hobby into a Legit Business

For a while, web design was just a side hustle. But then, life took a turn.

"My husband is Honduran, so when I moved to Honduras, I needed something I could do remotely. And I had already started this web design journey, so I thought… this could actually be perfect."

At first, she wasn’t sure if she could make a full-time living from it.

"I kept thinking, ‘Can I actually do this? Is this really a business?’ So for a long time, I treated it as a part-time gig."

But then, everything changed.

"A year ago, I told myself—cut out distractions. Stop treating this like a side thing. Go all in and build this before worrying about anything else. And once I did that… everything started falling into place."

Taking Messy Action (Even as a Perfectionist)

One of Shannon’s biggest lessons? Just start. Even if it’s messy.

"I’m a huge perfectionist. But I had to realize that waiting until things are perfect actually holds you back."

So instead of overthinking, she just took action.

• She threw together a one-page website—with stock images, minimal copy, and a simple layout.

• She didn’t even have a portfolio at first because she didn’t have time to make graphics.

• She listed random ‘coming soon’ services just to fill space.

• She used a tiny, barely-visible travel photo of herself because she hated the idea of her face all over her website.

"It wasn’t perfect. Not even close. But it was out there. And that’s what mattered."

Her biggest piece of advice?

"If you wait until everything is perfect, you’ll never start. Just get something out there. It doesn’t have to be flawless—it just has to exist. You can always tweak it later."

How Shannon Finds Clients

Clients Find Me, and I Find Them

These days, Shannon has a steady stream of clients—but that wasn’t always the case.

"It’s a little bit of both. I find people, and they find me. But it wasn’t always this way—it’s been a process of figuring out what actually works over the years."

Starting on Upwork (And Why It Wasn’t Easy at First)

Shannon actually joined Upwork ten years ago—long before freelancing and remote work became what they are today.

"I got on Upwork a decade ago, and honestly? I struggled. I think the world wasn’t quite ready for remote work yet. It wasn’t as easy to find clients—or at least, it wasn’t for me."

She watched other people thrive on the platform, but it took time for her to figure out what worked.

"At first, I wasn’t getting much traction. Maybe other people were killing it on there, but for me, it felt like I was constantly applying and not hearing back."

The Key to Getting Hired on Upwork

Instead of applying to every job she saw, Shannon started narrowing her focus and perfecting her proposals.

✔ She only applied to jobs she actually wanted.
✔ She personalized every single proposal. No copy-paste applications.
✔ She kept tweaking her cover letter over time, making it stronger.

"I would find a job that I really wanted, and instead of sending a generic pitch, I’d tailor my proposal to that specific client. And eventually, it started working."

Covid Changed Everything

When Covid hit, everything went online. Shannon knew it was time to take her business more seriously.

"I’d been doing web design part-time, maybe three-quarters time, but when the world went digital overnight, I thought, this is the moment."

She put even more effort into Upwork and started thinking long-term.

"I didn’t want to spend all my time constantly hunting for clients. That’s a job in itself, and I couldn’t afford to hire someone to do it for me. So I thought… how can I make this easier?"

That’s when she started learning SEO—not just for websites, but for her own Upwork profile.

"Even on freelancer platforms, SEO matters. I realized I needed to make my profile optimized so that clients could find me—not just the other way around."

Why Relying on One Platform is Dangerous

Even though Upwork was working for her, Shannon didn’t want to rely on just one platform.

"It’s like social media. If your entire business is built on one place and something happens—you get locked out, you lose your account—you have nothing."

She realized that freelancer platforms come with risk.

"If I got kicked off Upwork for some misunderstanding, if there was some dispute, what would I do? That was terrifying to think about."

So she started focusing on referrals and word-of-mouth marketing.

"At heart, I’m old school. I love the referral network. But for a while, I wasn’t getting as many as I expected."

The Simple Email Line That Changed Everything

For a long time, Shannon felt like she should be getting more referrals—but they just weren’t coming in.

"I kept wondering, why aren’t more past clients sending people my way? My testimonials were glowing. My clients were thrilled. So what was missing?"

Then, she had a realization—she had never actually asked for referrals.

So she changed one tiny thing: she added one simple sentence to the final email she sends after every project.

👉 “If you loved working together, referrals are always appreciated!”

And just like that… everything changed.

"I cannot tell you how many clients immediately emailed me back saying, ‘Oh my gosh, yes! I have this person and that person I need to refer to you.’"

Why This Works

• People don’t think about referring unless you remind them. Even happy clients don’t always realize you want referrals unless you say it directly.

• It’s simple. There’s no big, awkward ask—just a casual mention.

• It takes zero extra effort. You’re already sending a final project email. Just add the line!

"I was overcomplicating everything. I thought I had to do social media, blogging, create all this content. And then I realized… nope, just put the line in the email."

The Game-Changing Shift to a Referral-Based Business

Once Shannon saw how well this worked, she made referrals her main marketing focus.

"Ever since I added that line, I’ve had clients actively respond to that email—not just saying ‘Thanks for the project’ but literally listing out people they want to refer me to."

Now, 2025 is fully booked with referral-based projects.

"Literally my entire year is filled with referrals. And all I did was add one line to my emails. That’s it. Game. Changer."

Want More Clients? Steal This Trick.

Shannon’s strategy is so simple, you can implement it today:

• Go into the last email you send clients after a project.

• Add this line: “If you loved working together, referrals are always appreciated!”

• Watch your inbox fill with new leads.

It’s the easiest marketing strategy ever. No ads, no complex funnels—just a simple reminder.

"Seriously, try it. It takes five seconds. And it works."

From Packages to Profit: How Shannon Built Her Offer Suite & Increased Her Pricing

The Evolution of Shannon’s Offers (And What She Loves Now)

At first, Shannon experimented with different offerings—from VIP days to full-service packages—until she found what truly worked for her.

"I originally had a couple of different packages, but then I got caught up in that ‘shiny object syndrome’—you know, seeing everyone doing VIP Days and ‘Website in a Day’ packages and thinking, ‘Oh, this must be the way to go!’"

But she quickly realized… VIP Days were not for her.

"I cannot do that. My stress levels go through the roof, and knowing I have a hard stop in one day actually hurts my creativity instead of helping it. It just doesn’t work for me."

So instead, she focused on a simple, scalable offer structure that works for both her and her clients.

The Genius Two-Tier Website Package

Shannon’s offer suite is brilliantly designed to build a natural client funnel.

🔹 Offer 1: The One-Page Website (for startups & side hustlers)

• Perfect for clients who are just getting started or still side-hustling.

• Helps them launch without needing a huge investment.

• Simple, streamlined, and exactly what they need to start.

🔹 Offer 2: The Full Website Build (for businesses ready to grow)

• A natural next step for clients who already worked with her.

• Once they’re established and growing, they come back for a full site.

• Automatically creates a built-in client pipeline.

"It’s simple. People start with the one-pager, and when they’re ready to expand, I’m already their go-to designer because they’ve worked with me before. It builds my own funnel naturally!"

And beyond websites, Shannon also gets requests for landing pages and sales pages, which fit seamlessly into her structure.

So many clients reach out just needing a landing page, and because I already offer one-page websites, it makes perfect sense."

Pricing Mistakes & What She Learned

When Shannon first launched her One-Page Website, she priced it too low.

"I think I started at $500 or maybe $800. But then I quickly realized… these clients need way more than just the website itself."

Because new business owners rarely have everything ready (copy, images, branding, etc.), Shannon found herself doing way more than expected.

Biggest Lesson: Price for the Real Scope of Work

"You have to factor in the actual work you’ll end up doing. Because if your clients don’t have copy, images, or a solid offer, guess what? You’re going to be the one helping them with all of it."

So, she more than doubled her pricing.

"I realized I needed to build that extra work into my package from the start. So I priced it accordingly and made everything super clear on the sales call."

Her approach? Make the offer a no-brainer.

"My clients don’t always know what they need, so I answer their questions before they even ask. I don’t make them work for it. Everything they need is already built into the package."

And that approach works. Clients trust her because she removes friction from the process.

How Shannon Raised Her Prices Over Time

At first, Shannon didn’t charge much at all.

"In the very beginning, I did projects for free just to build my portfolio. But if I could go back, I’d do it differently."

Her advice? Always charge something—no matter how small.

"Even if it’s just $250, make sure there’s some level of investment. If a client isn’t paying anything, they won’t take it seriously, and neither will you."

Her Pricing Progression

• Started with free projects (wouldn't do this again).

• Moved to charging $250 to establish value.

• Raised it to $500, then $800 for small sites.

• Jumped to $3K for full websites (but often negotiated down).

• Eventually scaled beyond $6K+ per project.

"At first, my goal was to hit $3K. But I kept negotiating down to $1500, which didn’t feel good. I was giving so much value and wasn’t being compensated fairly."

Eventually, she set her sights even higher.

"Now, $3K is less than half of what I charge. And looking back, I wish I had stopped underselling myself sooner."

Overcoming the Fear of Charging More

So many designers struggle with the fear of raising prices and losing clients.

Shannon’s mindset? There’s always another client.

"There are millions of people out there. If one person says no, another will say yes. It’s not the end of the world."

In fact, turning down low-budget clients actually opens up space for premium ones.

"If you say yes to the wrong client, you’re saying no to the right one. Because now you’re busy, burned out, and not marketing to the people willing to pay your actual worth."

She saw this firsthand on Upwork.

"People assume Upwork is just low-budget projects, but that’s not true. I get invited to submit proposals all the time, and I always price at my actual rate. And guess what? The right clients say yes."

The Clients Who Pay More Are the Best Clients

Shannon has noticed that higher-paying clients are actually easier to work with.

🔹 They trust you—fewer edits, less micromanaging.
🔹 They value your work—no begging for discounts.
🔹 They respect your process—fewer delays and back-and-forths.

"The clients who immediately say yes and pay in full? Those are the dream clients. Those are the people you want to work with."

So now, she only works with clients who respect her expertise.

"If someone tries to lowball me or ask for a discount, I let them go. Because I know there’s someone else out there who will pay my rate—and actually appreciate my work."

How Square Secrets Business™ Changed Everything

Before Square Secrets Business™, Shannon’s web design business was basically… non-existent.

"Before the course, I didn’t have a business. I was just figuring it out on my own, with no real plan."

The biggest value? She learned from Paige’s mistakes—so she didn’t have to make them herself.

"People say, ‘The best teacher is failure.’ No, sorry. The best teacher is learning from someone else’s failures so you don’t have to repeat them."

Why Investing in Education Was a No-Brainer

At first, paying for the course felt like a stretch.

"I remember watching the webinar and debating it. There was a $100 off discount, but I missed the deadline, and I was so mad at myself. I ended up signing up anyway, but I was kicking myself over that lost discount!"

Now? She’d pay for it again in a heartbeat.

"Knowing what I know now, the price of the course is nothing compared to the value I got. It completely changed my business."

The Business Model That Works—And How You Can Steal It

Shannon’s journey proves that you don’t need a million offers—just the right ones.

• Start with a simple, scalable offer (like her one-page site).

• Build a natural funnel so clients want to upgrade later.

• Raise your prices based on actual work— don’t undersell yourself.

• Work only with clients who respect your value.

And most importantly? Believe in your worth.

"Charge what you’re worth, stick to it, and trust that the right clients will come. Because they will."

Mastering Upwork—How Shannon Lands $6K+ Clients Consistently

Shannon has spent years refining her strategy for finding high-paying clients on Upwork—and now, she’s sharing exactly how she does it.

Biggest Misconception: “There Are No High-Paying Clients on Upwork”

Many people assume that Upwork is only for low-budget projects—but Shannon has proven that’s simply not true.

"People think there aren’t high-paying projects on Upwork. But my average project price is between $5,500 and $6,000."

She’s consistently booking high-quality clients—and it all comes down to the right approach.

How Shannon Finds Premium Clients on Upwork

She follows a two-filter system to weed out low-paying projects and find the right opportunities.

Step 1:

Set the Right Filters

Shannon applies two main filters to instantly narrow down quality leads:

✔ Hourly Rate Filter: Minimum $60+
"I don’t usually do hourly work, but if I do, I want high-quality clients. Setting a $60+ hourly minimum weeds out the low-budget ones."

✔ Fixed-Rate Filter: $1K+ and $5K+
"I check both boxes—$1K+ for one-page sites and $5K+ for full websites. That way, I find the right projects for my offer suite."

🚨 She completely ignores projects priced too low.

"If I see someone offering $1K for a full website, I don’t apply. But if they’re at $4K, I pitch them $6K—and it works."

Clients often start lower but are willing to pay more for the right person.

"I’ve had so many people say, ‘You’re higher than the rest, but I love your work and really want to work with you.’"

Step 2:

Writing a Winning Proposal

Many freelancers copy and paste generic proposals—but Shannon personalizes everything to stand out.

Her Proposal Formula:

🔹 Strong First Sentence (With Authority)
"I start with something attention-grabbing, like ‘As a top-rated freelancer on Upwork…’ Anything that makes me stand out instantly."

🔹 Use the Client’s Name (If Available)
"If they’ve put their name anywhere in the job description, I use it. It makes the proposal feel more personal."

🔹 Showcase Relevant Work (Not Your Entire Portfolio)
"I don’t just paste my full portfolio. Instead, I handpick three sites similar to what they’re looking for."

🔹 Give Clear Pricing & Timelines
"I include my exact timeline, what’s included, and when I’m available. It saves time and shows I’m professional."

🔹 Offer a Portfolio Link (For More Examples)
"I say, ‘If you want to see more, here’s my full portfolio.’ It gives them options without overwhelming them."

Why This Works:

✔ Personalized proposals stand out.
✔ Giving clear details upfront eliminates questions.
✔ It shows professionalism and organization.

"I make sure everything is laid out in a way that makes it easy for the client. The clearer you are, the more likely they are to say yes."

Step 3:

Should You Offer Discovery Calls?

At first, Shannon always did discovery calls. Now? She’s more flexible.

"I have an unorthodox lifestyle. Sometimes I can’t guarantee I’ll have a quiet space or strong Wi-Fi. So I play it by ear."

Her Approach Now:

• If the client wants a call? She does it.

• If they’re happy booking via messages? That works too.

"Some people love calls for that personal touch. Others just want to move fast. I respect their working style."

Step 4:

How to Get Clients to Pay More Than Their Initial Budget

One of Shannon’s biggest wins is getting clients to pay more than they originally intended.

"I’ll see a client with a $4K budget, and I’ll pitch them $6K—and they say yes. Why? Because I make it an easy yes."

What Makes Clients Choose Her (Even at a Higher Price)?

✔ Everything is crystal clear.
"I use the ‘Don’t Make Me Think’ rule—clients don’t have to guess what they’re getting or what happens next."

✔ She removes friction.
"I simplify everything. Clients feel like working with me will be easy, and that’s a huge selling point."

✔ She has strong branding.
"Having high-quality graphics in my portfolio makes a difference. People are drawn to polished visuals."

Pro Tip:

How to Make Your Portfolio Look More Premium

Clients make split-second decisions based on how polished your work looks.

Here’s how Shannon elevates her portfolio:

🔹 Use high-quality mockups.
"One plain screenshot isn’t enough. I use professional-looking mockups to make my work pop."

🔹 Keep mockups straight-on (not angled).
"Angles add unnecessary complexity. I use simple, front-facing computer and phone mockups to showcase my sites."

🔹 Use Canva (If You Don’t Have a Graphic Designer).
"If you can’t hire a designer, Canva has great stock images. Just crop your screenshot and drop it in."

🔹 Systemize it.
"I have a pre-made Canva file with different slides ready. Whenever I finish a project, I just drop in my screenshots and go."

Why Shannon’s Upwork Strategy Works

Shannon has proven that high-paying clients exist on Upwork—if you know how to find them.

• Use the right filters to eliminate low-budget projects.

• Send personalized proposals that stand out.

• Be clear, organized, and professional from the first message.

• Price yourself for what you’re worth—and don’t be afraid to pitch higher.

• Make your portfolio visually appealing.

"The clients who say, ‘You’re more expensive, but I want to work with you’? Those are the clients you want."

If you follow this process, you’ll start landing premium clients—and you won’t have to fight for low-budget projects ever again.

Running a Web Design Business From Abroad—Shannon’s Lifestyle & Business Balance

Shannon isn’t just running a web design business—she’s balancing multiple businesses, a nonprofit, and a remote lifestyle in Honduras. Here’s how she makes it all work.

Shannon has lived in Honduras for 10 years and has created a life that gives her both freedom and structure.

"There’s no typical day as a web designer here, but I’ve found my rhythm. It’s all about knowing when my energy is best for different types of work."

How She Structures Her Workday:

Mornings = Creative Work
"I do my most creative work—like website design—in the mornings. That’s when my brain is sharpest."

Afternoons = Tedious Tasks
"Afternoons are for more mindless work—like uploading blog posts, mobile optimization, or admin tasks."

Evenings = No Work After 7PM
"I have to cut myself off at night, or I won’t sleep. My brain just keeps going."

Shannon also listens to the weather when deciding how she works.

"If it’s raining, I love working all day because I don’t feel like I’m missing out on anything outside. But if it’s sunny and beautiful, I get a little FOMO. I have businesses in the downtown area, so sometimes I’ll check in on them or move around."

Her approach? Flexibility + Structure = Balance.

Balancing a Web Design Business With Other Businesses

Beyond web design, Shannon runs multiple businesses and a nonprofit.

"People always ask, how do you juggle all of this? And my answer is simple: delegation."

Her Rule: Hire & Delegate Whenever Possible

🔹 Her web design business = solo, but with freelancers.
"I don’t have an in-house team, but I do hire freelancers when I need extra help."

🔹 Other businesses = fully delegated teams.
"I have teams in place to run my other businesses so I can focus on the bigger picture."

Shannon has learned that just because she can do something doesn’t mean she should.

"Yes, I can do graphic design. But does that mean I should spend my time on it? No. If I want to focus on growing my business, I need to let go of things that aren’t my zone of genius."

How She Delegates Social Media

One of her biggest time savers? Outsourcing social media.

"Social media was such a distraction for me. So I hired someone to manage it."

Her process:

🎙 She records a 7–10 minute voice note once a month with all her ideas and sends it to her social media manager.
📌 Her social media manager pulls content ideas from it.
📅 They strategize and schedule posts without her having to overthink it.

"Instead of me spending hours figuring out what to post, I just talk through my ideas, and they handle the rest."

Why Delegation Matters (And How to Do It Right)

Shannon’s approach to delegation is intentional. She only hires for things she’s actively resisting.

*"When I was redesigning my own website, I kept making excuses:
‘I don’t have the right copy.’
‘I don’t have the perfect images.’
‘I should rebrand first.’

So I asked myself, what are the things I’m avoiding? And then I hired people to do those things.*

The 3 Things She Hired Out For Her Own Website:

1. Copywriting—because she kept overanalyzing her words.

2. Branding—because she wanted a professional refresh

3. Brand Photography—because stock images weren’t cutting it.

"I realized… if I expect my clients to trust me as the expert, I need to trust other experts too."

And once those pieces were done?

"I had no excuse not to finish my website. If I didn’t do it, that was on me."

Pro Tip: Hire Experts, Not Just the Cheapest Option

Shannon is willing to pay a premium for peace of mind.

"I don’t hire based on price—I hire based on expertise. Because when I trust the people I hire, I don’t have to micromanage."

Her advice?

✔ Start small. If you’re new to delegating, hire a beginner VA or freelancer.
✔ As you grow, invest in top talent. More experience = less hand-holding.
✔ Think about ROI. A high-quality hire saves you time, stress, and money in the long run.

"Your peace of mind is worth paying for."

Finding Balance in Business & Life

Even with multiple businesses, Shannon makes time for herself.

Her Strategies for Managing Stress:

📵 She puts her phone on Do Not Disturb.
"I was constantly distracted by WhatsApp messages, so I set work hours where I don’t check my phone."

🏋️‍♀️ She has an intense workout routine.
"I do CrossFit, jujitsu, and weightlifting. It’s my therapy. The workouts are so intense, I have to turn my brain off—which is exactly what I need."

🚶‍♀️ She avoids “low-intensity” activities that don’t clear her mind.
"Taking a walk? No. My brain keeps thinking about work. I need something hard that forces me to be fully in the moment."

Her approach? Structure your life to give yourself mental breaks.

"If you’re always on, you’re going to burn out. You have to be intentional about when to shut off."

Why Shannon Didn’t Add Templates to Her Business

For a while, Shannon considered selling website templates. But after thinking through the reality of it, she decided not to.

Two Big Reasons She Avoided the Template Model:

1️⃣ Customer Service Headaches
"I didn’t want to spend my time answering ‘Where do I find this link?’ emails or constantly updating tutorial videos."

2️⃣ Marketing Would Become Her Full-Time Job
"Selling templates is amazing if you want to spend all your time on marketing. But that wasn’t what I wanted."

Shannon realized that if she wasn’t excited about it, it wasn’t worth pursuing.

"There’s a difference between what’s a good business model and what’s the right business model for you."

Instead, she focused on what truly excited her: business consulting.

"I already had web design clients coming to me saying, ‘I need your strategic brain on my business.’ And that was something I loved doing."

The Lesson? Don’t Follow Trends—Follow What Works for You.

"Passive income is great, but only if you actually enjoy the thing you’re selling. Otherwise, it just becomes another job."

Final Thoughts: Running a Business Your Way

Shannon has built a multi-business empire by staying true to what works for her.

• She created a schedule that fits her energy levels.

• She learned how to delegate (without micromanaging).

• She chose not to pursue templates—because it didn’t excite her.

• She focused on what she actually enjoys—like consulting.

Her biggest takeaway?

"You don’t have to do business like everyone else. You just have to find what works for you."

What Changed When She Went All In in 2023?

For five years, Shannon balanced web design with other businesses. But in 2023, she knew it was time to fully commit.

"I was doing well—even part-time, I was making a great income for Honduras. But I knew my business had way more potential."

So she made the decision:

🚀 2023 would be the year she went all in.

"I didn’t want to look back and feel like I left potential on the table. So I went all in—and that’s when my business skyrocketed."

The Mindset Shift: Treating Web Design as a Real Business

🔹 She stopped balancing too many things at once.
"You cannot grow something if your energy is spread across too many projects. I needed to focus."

🔹 She prioritized Luminary Studio above all else.
"I didn’t ignore my other businesses—I just shifted my energy to put web design first."

🔹 She removed every excuse.
"I kept saying, Oh, I need better copy. I need new branding. I need new images.
So I hired the best people I could find to get it all done."

The biggest turning point? Taking decisive action.

"I set a deadline for myself—April 2023. I became my own client and launched my site in one week."

And from that moment on, her business exploded.

The Only Change She Made—And Why It Led to More Clients

Interestingly, Shannon didn’t change her marketing strategy.

She didn’t start running ads.
She didn’t build a massive content strategy.
She didn’t suddenly start showing up on social media every day.

All she did? She made her business look legit online.

"I didn’t have to do anything different in marketing. I just had to look more legit on the internet. And then? Clients started booking immediately."

What She Invested In (And Why It Was Worth It)

To make her website look next-level professional, she invested in:

• Branding → $2,500–$3,000

• Photography → $3,000 (plus a trip to Austin for the shoot)

• Copywriting → $6,000

At first, she hesitated over the copywriting price.

"It was my biggest investment, and I wasn’t sure. But then I asked myself:
How much money am I losing by NOT doing this?"

That sealed the deal.

"Once I made that investment, everything else fell into place. And now? $6K is one project for me. It was beyond worth it."

Investing in Yourself Is Always Worth It

When it comes to investing in your business, Shannon’s advice is simple:

🔹 Ask yourself what happens if you don’t invest.
"If not making the investment means losing more money, then just do it."

🔹 Paying more often = better results.
"I chose the most expensive copywriter because I wanted the best. And that decision paid off."

🔹 Your return on investment will be way bigger.
"The money I spent on branding, photography, and copy? I made it back instantly after launching my new site."

She applies the same logic to hiring a web designer.

"Why do clients hire us? Because they want to look more legit online. That’s exactly what I needed too!"

And the result?

🚀 A completely booked-out business, with premium pricing and dream clients.

Final Takeaway: Just Go for It

If Shannon could give one last piece of advice to anyone considering the course?

"You don’t have to figure this out on your own. You can try… but it’s going to take way longer and be way harder."

Instead?

"Learn from someone who’s already done it. That’s what Paige’s course gives you—the exact path to follow, so you don’t waste years figuring it out yourself."

If you’re ready to take your business seriously—just do it. You won’t regret it.

Shannon’s story is proof that building the business of your dreams is absolutely possible—and it all starts with finding the right clients.

But here’s the thing: The best client-finding strategy isn’t about chasing the latest trends or jumping on every new, shiny tactic. It’s about discovering a method that feels natural, aligns with your strengths, and helps you attract the clients you actually want to work with.

If you’re ready to figure out your ideal way to land dream clients, take my quiz: Which Client-Finding Method Matches Your Personality?

In just a few minutes, you’ll uncover the perfect strategy for growing your web design business—without the overwhelm, guesswork, or endless trial and error.

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• Serving a Local Niche While Traveling: A Web Designer’s Guide to Digital Nomading

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• How this Stay-at-Home Mom Earns $6K/Month in Just 10 Hours a Week

• The Secret to Beautiful Websites (Without Being Creative)

• How to Grow A Blog (Beginners Guide)

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Free Webinar: 4 Steps to Double Site Sales

• Redesign My Website With Me

• 6 Design Rules To Make Your Website Look Expensive

• My Fav Stock Photos Site*

• Get 10% Off Squarespace with Code 10PAIGE*

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

You tweak the colors, adjust the fonts, move things around… but something about your website still doesn’t feel right—and you can’t quite figure out why.

Chances are, you’re making one of these common website design mistakes. But don’t worry! By the end of this post, you’ll know exactly how to fix them.

We’re diving into real website submissions from this community, covering major struggles like:

• “My color palette just isn’t giving the right vibe—HELP!”

• “This section feels like a mess… do you have better layout ideas?”

• “My photos don’t feel polished or professional—how do I find better, more cohesive ones?”

And, there’s one major mistake I see all the time—one that instantly makes a website feel unpolished. We’ll get to that in just a sec.

Let’s start with fixing your layout—because a confusing or cluttered layout can make even the most beautiful brand feel disorganized.

Mistake #1: Cluttered or Confusing Layouts

We’re starting with Gayle Riley’s website and taking a look at the opt-in gift section on her homepage.

This section is so important because your opt-in freebie is one of the most powerful ways to turn website visitors into subscribers (and eventually, paying clients).

What Works Well?

✔ The heading text clearly explains what the freebie is.
✔ The sign-up option is obvious and easy to find.

What Could Be Improved?

🔹 Add a strong visual of the item.

• A graphic is great, but placing it inside a laptop mockup (or an image of a notebook, phone, or workbook) would immediately tell visitors what they’re getting…

🔹 Make the title easier to read.

• Right now, the script font is too small and difficult to read.

• A larger, bolder font will instantly improve readability and draw attention to the offer.

🔹 Include a curiosity-driven description.

• People sign up when they feel intrigued—so this is where you want to break a common belief or hint at surprising insights.

• Keep it short—2-3 sentences is ideal.

• Example:
  “Most people think losing weight is all about cutting calories—but these 3 skills will completely change the game for you.”

SOLUTION

✔ A clear visual that represents the freebie (e.g., placed inside a laptop or workbook mockup).
✔ A bold, easy-to-read title.
✔ A short, curiosity-driven description that sparks interest.
✔ A strong call to action to encourage sign-ups.

I actually designed a brand new opt-in section layout that follows these best practices—and you can see the step-by-step breakdown in this video

Mistake #2: Unbalanced or Clashing Color Palettes

Next, let’s talk color palettes. A well-chosen color scheme can completely transform your website—making it feel more polished, professional, and aligned with your brand’s personality.

We’re taking a look at Wine Talk with Ellen, which already has a beautiful deep wine red as its primary brand color. But to really make the design shine, we need to find a secondary color that complements it without competing.

Choosing Colors That Work Together

A few of the options it generated:

MY Initial pick:

💜 A grapey deep purple (which ties into the wine theme beautifully)
🤍 Soft neutrals for balance
🔥 Wine red remains the hero color

Refined SELECTIon:

Instead of the deep purple, I went for English Violet, a slightly muted shade that:
✔ Allows the red to take center stage
✔ Feels more elegant and sophisticated
✔ Creates a cozy, intimate feel—perfect for a wine-focused brand

How to Use These Colors on Your Site:

🎨 Apricot & melon as background accents
🎨 English violet for subheadings
🎨 Fire brick red for call-to-action buttons

To show you how impactful color changes can be, I put together a quick redesign that uses these colors in a balanced, sophisticated way:

Mistake #3:Your Website Looks Good, But Isn’t Converting

Okay, so we’ve talked about fixing layouts and colors—but let’s be honest, none of that matters if your website isn’t generating revenue.

A beautiful website is important—it builds trust and credibility. But if visitors aren’t converting into clients or customers, something is missing.

How to Fix This

That’s exactly why I created my free training, 4 Simple Steps to Double Your Site Sales. It walks you through the biggest shifts that make a website actually work to bring in revenue—and they’re super easy to implement.

Want to make sure your website isn’t just pretty, but profitable?
Grab the free training here!

Mistake #4: No Clear SEO Strategy

Now that we’ve covered layouts and color palettes, let’s talk about something equally important: SEO and branding details that can instantly boost your website’s effectiveness.

We're diving into two real website examples from the community, covering:

• SEO mistakes that hurt your visibility on Google

• How to seamlessly add location-based keywords for better rankings

• Fixing logo & image issues for a more polished, professional brand feel

If you want more website traffic, a cohesive brand, and a site that feels effortlessly high-end, keep reading!

The Crucial SEO Fix That Every Photographer Needs

First up, we’re looking at Heather Hammer Photography.

Heather, first off—beautifully designed website! ✨ Seriously, amazing job with the visuals.

But there’s one thing missing that could be hurting your search rankings in a big way…

Why Location Matters for SEO

📍 Heather, I couldn’t find where you’re located on your website.

As a photographer, your business is location-based—meaning your clients need to know if you’re in their area.

If your website doesn’t clearly state your location, Google won’t rank it when someone searches for:

🔹 “Wedding photographer in [your city]”
🔹 “Portrait photographer near me”
🔹 “Family photography in [your area]”

And that means you’re missing out on potential clients who are actively searching for your services.

Quick Fix: Where to Add Location Keywords

💡 The good news? This is a super easy fix. Here’s where you should add your location to boost your SEO:

SOLUTION

🔹 Update the footer with your service area
🔹 Mention your location in the homepage header
🔹 Use location-based keywords in your URL slugs

This one tiny SEO change can make a massive impact on how well you rank in Google and how many clients find you.

Mistake #5:Inconsistent Branding That Feels Unpolished

Now, let’s move to Slower Hiking—a fantastic blog by Helen and Jeff that shares their hiking adventures.

The content is engaging, well-written, and inspiring—but there are a few quick design tweaks that could make it feel even more professional and cohesive.

Fixing Logo Transparency Issues

The first thing that stands out? The logo background.

Right now, the Slower Hiking logo has a gray background, which doesn’t blend in with the site’s brown navigation bar. Ideally, logos should have a transparent background so they feel seamlessly integrated with the design.

💡 Quick Fix: If you have access to the original logo file, export it as a PNG with a transparent background.

If you don’t have the original file, you can:
🔹 Use a free tool like remove.bg to remove the background
🔹 Recreate the logo in a simple font (which I did in this case for a cleaner look)

Choosing the Right Colors for a Cohesive Brand

The earthy tones of this site work beautifully, but the gray didn’t quite complement them. Instead, I chose to:

✔ Pick one primary color and then find a perfect pairing
✔ Use warmer, nature-inspired tones that feel cohesive with the hiking theme

💡 The Result? A logo that blends seamlessly into the site, creating a more refined and professional look.

Mistake #6: Poorly Chosen or Misplaced Images

Another key branding element that instantly elevates your site? Your images.

Helen & Jeff, you’ve done an amazing job capturing your adventures! 📸 But on a few blog posts, we could swap in stronger images for an even better first impression.

Example: Lightweight Backpacking Breakfasts Post

💡 Switching the thumbnail to this image would:
✔ Make the post more visually appealing in previews
✔ Instantly communicate the topic (lightweight backpacking breakfasts)
✔ Feel higher quality & more professional

Small tweaks like this can make a huge impact on how polished your site looks!

Mistake #7: Text-Heavy Pages Without Visual Breaks

Now that we’ve covered SEO and branding, let’s talk about something that can make or break your website’s usability: readability.

A beautifully designed website is great, but if visitors are overwhelmed by long paragraphs of text, they won’t stick around to read them. Instead, they’ll skim—or worse, leave entirely.

Today, we’re looking at Tukutana.org’s About Page and tackling one of the biggest challenges: how to structure long sections of text for maximum readability.

Why Long Blocks of Text Don’t Work

When your About Page (or any page, really) is filled with long, unbroken paragraphs, it creates two problems:

✔ Overwhelm – Visitors land on the page, see a wall of text, and immediately feel like it’s too much work to read.
✔ Skimmability Issues – Most people don’t read websites word-for-word—they scan for key info first. If they can’t quickly find what they need, they leave.

So how do we fix this? By making the text visually digestible and easy to navigate.

Simple Layout Fixes for Better Readability

Break Up Large Paragraphs

• Long paragraphs feel like a chore to read. Instead, break them into shorter, punchier sections so that:

  • Visitors absorb the information quickly

  • The text feels less overwhelming

  • It’s easier to follow the story

Use Subheadings & Bolded Keywords

• Most people skim first and decide later if they’ll read.

  ✔ Add subheadings to create natural stopping points and guide the reader.
  ✔ Bold important phrases to highlight key information.
  ✔ Use italics sparingly to emphasize certain words.

Example Fix:
Instead of:
"I started my journey in 2005 when I first discovered my love for journalism and international reporting. Over the years, I’ve worked in multiple countries, covering stories that have taken me from the depths of refugee camps to high-profile international summits."

Try this:

🗞️ A Journey Through Journalism
In 2005, I discovered my love for journalism and international reporting. Since then, I’ve worked across multiple countries, covering stories that span from refugee camps to high-profile international summits.

✔ Easier to read, easier to skim, and more visually appealing!

Use Columns or Cards for Large Text Sections

If you have a long list of achievements, instead of a solid block of text, try:

• Breaking it into two columns – one for years or locations, one for descriptions

• Using a card-style layout – visually separates different career highlights

Example Fix:

Instead of:
"I have spoken at major global events, including the United Nations Summit, the International Journalism Conference, the Global Women’s Forum, and the TEDx Summit in New York."

Try:

🎤 Speaking Engagements

• United Nations Summit

• International Journalism Conference

• Global Women’s Forum

• TEDx Summit – New York

✔ Bullet points & columns make it easier to scan!

Add Photos to Create Visual Breaks

📸 People connect with faces. If you mention a specific person, event, or achievement, add an image next to it.

✔ Headshots – If talking about yourself, a clear, smiling photo (without sunglasses!) makes you more relatable & engaging.
✔ Event Photos – If you’ve spoken at Olympics, TEDx, or global summits, add a photo of you on stage for credibility.
✔ Candid Lifestyle Shots – Adds depth and personality to the story.

💡 Quick Idea:
If you have a long story (e.g., your career timeline), try:

• A single-column text layout in the center

• Images aligned on the left or right side

Quick Readability Fixes in Action

I made some quick tweaks to the Tukutana About Page to improve readability:

✔ Added a headshot for a personal connection
✔ Broke long paragraphs into smaller chunks
✔ Used bolding & subheadings for easier skimming
✔ Converted a long list of achievements into a bullet point format
✔ Suggested adding images for context

Example Before & After:

Before:
"I have worked with major news organizations, covered global conflicts, and reported on international diplomacy. My experience includes investigative journalism, field reporting, and public speaking at international forums. I have presented at the Olympics, TEDx, and UN conferences, and my work has been featured in various global publications."

After:

🎤 Global Reporting & Public Speaking
I’ve spent my career covering international conflicts, global diplomacy, and investigative journalism.
I have spoken at major events, including:

• Olympics – Field Reporter

• TEDx Summit – Speaker

• United Nations Conference – Panelist

• International Journalism Forum – Presenter

📸 (Insert speaking event image here!)

✔ The new version is concise, scannable, and visually engaging!

The Power of Readability

If you want your story to resonate, your achievements to stand out, and your website visitors to stay longer, you need readable, skimmable, and engaging text layouts.

• Break up long paragraphs

• Use subheadings & bold text for emphasis

• Convert lists into columns or bullet points

• Incorporate images for visual interest

Final Thoughts: Your Website, Elevated

At this point, you now know exactly why your website felt "off"—and how to fix it.

By making these small but powerful tweaks, your site will instantly feel:

✔ More polished – No more clunky layouts or awkward color pairings.
✔ More cohesive – A design that flows seamlessly from section to section.
✔ More put together – Giving visitors a clear, elevated experience.

But here’s the thing…

If you want your business to not just look okay, but genuinely high-end and expensive, there’s actually a bit more to it.

✨ There are 6 key design rules that instantly elevate a website—making it look high-end, refined, and professional.

📌 Click here to watch my video on 6 Design Rules to Instantly Make Your Website Look Expensive. You are going to love it!

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• Serving a Local Niche While Traveling: A Web Designer’s Guide to Digital Nomading

• 5 Must-Have Elements for Every Website Homepage

• How to Land More Web Design Clients - Jessica’s Method

• How this Stay-at-Home Mom Earns $6K/Month in Just 10 Hours a Week

• The Secret to Beautiful Websites (Without Being Creative)

• How to Grow A Blog (Beginners Guide)

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Squarekicker Extensions FREE trial

• Shop Squarekicker Templates

• Get 10% Off Squarespace with Code 10PAIGE*

Shop Squarekicker Templates*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

What does it take to build a software company from nothing into an industry-changing, joy-spreading, 14-person business in just four years?

And to do it differently—prioritizing people over profit, community over competition?

Husband-and-wife duo Hannah & Nick, the creators of SquareKicker, have done exactly that.

Their no-code tool has revolutionized Squarespace design, allowing web designers—especially those allergic to code—to create stunning, custom designs in seconds, without ever touching CSS.

The Squarespace community has raved about SquareKicker—not just for its game-changing functionality, but for the kind and generous couple behind it.

In this interview, Nick & Hannah share how they built a business that designers can’t stop talking about—without a built-in audience, a big marketing budget, or traditional startup strategies.

If you’re a Squarespace designer, and you don’t already know Hannah & Nick, you’re in for a treat.

They bring so much wisdom on building a product that truly solves a problem, creating a business you actually love working in, and hiring a team that makes it all possible.

Nick’s Path to Software Development

What did you do before SquareKicker, and how did that journey lead you here?

Nick: It’s actually a pretty wild story—because no, neither of us had a background in software development at all!

• My background was primarily in youth work, which is about as far from coding as you can get. I spent most of my time working with people, not computers.

• Funny enough, when I was a kid, I thought I wanted to make video games. I even picked up a book on programming—only to realize that coding was nothing like playing video games! That dream ended quickly.

• Still, I always had an inclination toward tech—whether it was designing flyers, creating events, or figuring out ways to communicate visually.

But the real turning point came in my 30s. I loved working with young people, but I started asking myself: Can I do this forever? I needed a long-term career shift that would still allow me to stay involved in my community.

That’s when the idea struck: What if I made websites on the side?

• I dove into every no-code tool I could find—but kept hitting frustrating limitations.

• A friend finally said, “You’re banging your head against the wall with these tools. Just learn to code.”

• At first, I resisted (flashbacks to that childhood programming book!), but eventually, I took the plunge.

For a year, I taught myself CSS, HTML, and JavaScript, coding late into the evenings. And then, just like that—I quit my job as a youth worker and launched a web design business overnight.

Software development came later, but that was the big leap that set everything in motion.

From Custom Websites to a No-Code Revolution: The Birth of SquareKicker

Did you create SquareKicker for yourself, or did you bring in developers to help build it?

Nick: It all started with web design. I’m an ideas person—constantly thinking of new things to create. One day, I told Hannah,

“I think I’m going to start making websites.”

She said,

“Cool,”

and that was all the confirmation I needed.

So, I quit my job and ran a web design business for six years.

• I built custom websites on Shopify and Squarespace and grew my business from the ground up.

• Everywhere I looked—Facebook groups, forums—people were constantly asking, “How do I code this? What’s the workaround?”

• I was shocked. To me, the answer was simple: You just write the code. But most designers didn’t know how.

That’s when I stumbled upon the plugin industry—developers selling small pieces of code for basic design tweaks. I remember seeing a website selling different button hover effects for $5 each. If you wanted two hover directions, you had to buy two separate plugins.

I kept thinking:

• What if a designer wants a different color or border style?

• What if they need to tweak the effect but don’t know how to code?

• Why should they have to call a developer for every little change?

That’s when it hit me—there had to be a better way. I wanted to create a tool that gave designers full control over their websites without needing to code.

The COVID Lockdown That Changed Everything

Hannah: At the time, Nick was working 50-60 hours a week coding websites for clients. He wanted to build something scalable, but there was never enough time. We hired an extra team member to help with web design, and during slow seasons, we started brainstorming.

Then COVID hit.

• In New Zealand, we went into a strict full lockdown—only allowed to leave home for groceries or gas.

• My photography business shut down overnight, and we had three kids at home to homeschool.

• Nick’s clients started putting projects on hold, and suddenly, we had time to think.

Instead of just waiting it out, Nick teamed up with Rowan, a brilliant developer we had hired, and they started building.

I remember homeschooling the kids downstairs while hearing Nick and Rowan’s excitement growing upstairs. At first, I didn’t pay much attention—Nick always had ideas. But then I listened closer.

I walked upstairs and said, “Okay, tell me what’s going on.”

Nick explained the concept to me, and I immediately knew: This is the one.

• It solved a real problem—Nick had lived it firsthand as a designer.

• No one else was offering a truly flexible, no-code solution for Squarespace.

• We could build it in a way that actually served web designers, giving them the control they needed.

We went all in.

• I shut down my photography business.

• We took out a new mortgage on our house to fund development.

• We hired another developer to bring in deeper backend expertise.

And just like that, the four of us launched SquareKicker.

Taking the Leap: Betting Big on SquareKicker

Taking out a second mortgage and shutting down your business are both massive decisions—how did you two actually make that call?

Nick: Yeah, we get that question a lot. I’ve always been an ideas person, constantly dreaming up new projects. But I tend to hesitate when it comes to actually launching something—What if the idea isn’t right? What if people don’t like it?

That’s where Hannah comes in.

• She’s my sounding board—the one who spots the landmines I don’t see.

• I’ll throw an idea at her, and she’ll either say, “That’s not going to work” or, “Okay, this one’s interesting.”

• If she gives it a green light, I know it’s worth pursuing.

With SquareKicker, I saw something special—but when Hannah got on board, I knew we had something real.

The “Aha” Moment

We had a breakthrough when we figured out how to embed a custom UI directly inside Squarespace.

The first prototype? A simple button that added a hover animation. 👇

• The moment you clicked, it wrote custom CSS in real time—without the user seeing the code.

• That was the spark. If we could do this for one element, we could do it for everything.

• I realized: Every single $10K+ custom website I’ve ever built could be done with this tool—with zero coding.

That was the moment we knew: This wasn’t just an idea. This was a game-changer.

Calculated Risk: Why We Went All In

Hannah: We didn’t take the decision lightly. We knew it was a huge risk, so we ran the idea past people we trusted:

• We asked tough questions. What if Squarespace didn’t approve? What if someone copied it? What if users didn’t adopt it?

• We got feedback from business mentors. We wanted to be sure we weren’t missing anything critical.

• We reached out to Squarespace directly. We needed to know they were okay with what we were building.

Once we had clarity, we made the leap.

• I shut down my photography business.

• We took out a second mortgage on our house to fund development.

• We hired another developer to bring in deeper backend expertise.

It was terrifying—but also the best decision we ever made.

From Internal Tool to Global Product

Nick: One of the biggest confirmations that SquareKicker was valuable? We were using it in our own business.

• As web designers, we still needed to build client websites—but SquareKicker made us so much faster.

• Every time we needed a feature, we built it, used it in-house, and then shipped it as a product update.

• It wasn’t just an idea anymore—it was a tool that solved real problems for designers like us.

Hannah: We saw a huge gap in the market.

• Many designers are brilliant visually but struggle with technical skills.

• On the other side, developers know the code but don’t always have an eye for design.

• We wanted to break down that barrier—giving designers full creative control without needing to touch code.

Nick: It’s not about saying “Squarespace isn’t good enough.” It’s about unlocking the full potential of what’s already possible—without forcing designers to copy and paste code for every little change.

At the end of the day, SquareKicker lets designers design. And that’s why we knew it was worth the risk.

From Idea to MVP: The First Six Months

Once you made the decision and secured funding, how long did it take to develop the first version of SquareKicker?

Hannah: About six months. When we launched our minimum viable product (MVP), we were so proud of it—we thought it was incredible. Looking back, it was really basic.

• It had five tools, and that was it.

• No user authentication.

• No advanced features—just a handful of simple design tweaks.

But even with such a bare-bones version, it was enough to test the market. We didn’t want to wait years to build something massive—we wanted to get it into designers’ hands as quickly as possible.

The Power of User Feedback

From day one, our focus was on talking to designers:

• We jumped on as many phone calls as possible with early adopters.

• We asked them: Why did you buy it? What else do you need? What’s still frustrating?

• Every feature request became a data point that helped us refine SquareKicker.

Nick: Our original vision was huge. But when we actually launched, reality hit:

• “Oh no… this isn’t as polished as we imagined.”

• “Will anyone even buy this?”

• “All it does is tweak button hovers, change image overlays, and adjust font sizes on mobile.”

But to our surprise, people loved it.

• Even those tiny features solved real pain points—things that were technically possible with CSS but frustrating for non-coders.

• It was just enough to prove that people wanted a no-code solution.

• And once designers saw how much easier it was, we knew: If they’re excited about this, they’re going to be blown away when we build the full vision.

The Evolution of SquareKicker

Hannah: SquareKicker has now been around for four years, but for the past three, we were deep in another major project (which we’ll talk about later). Because of that, new feature development slowed down for a while.

Now, in 2025, we’re back in full force—revisiting our original feature requests and expanding SquareKicker into what we always imagined it could be.

Nick: Right now, there are over 80 tools inside SquareKicker, but what makes it unique is how you can combine them.

• Instead of buying a separate plugin for each tiny function, you can stack effects together.

• Want a button that changes color, lifts, and animates on hover? You can do all of that at once.

• If we actually calculated the possible combinations, it would be tens of thousands of custom effects—all without code.

SquareKicker started as a simple solution, but now it’s grown into something much bigger—a true powerhouse for web designers.

Growing Fast: The Marketing Strategy Behind SquareKicker

You’ve grown this business quickly in just four years. What was your marketing strategy—was it word of mouth, or did you have an audience from the start?

Hannah: In the beginning, our strategy was simple: be everywhere in the Squarespace community.

• We joined every Squarespace forum that would have us (and even some that wouldn’t—we got kicked out a few times!).

• Nick was already active in these groups, so we started mentioning SquareKicker wherever relevant.

• We built a waitlist—it wasn’t massive, but it was bigger than we expected.

That’s how we got our foot in the door. But after that, we leaned on a different approach: let the product speak for itself.

Product-First Marketing: Letting Designers Lead the Way

Our philosophy has always been: Build a great product, and the right people will find it.

• Everything we created was about empowering designers.

• We prioritized customer feedback, constantly refining SquareKicker based on real user needs.

• We put a huge emphasis on customer support—Nick and I personally handled it for the first two years to stay close to the users.

Every email, every feature request, every “this isn’t working” message was data—insights that shaped the future of the product.

Community-Driven Growth

Nick: I learned early on that in web design, success comes from being among people.

• When I ran my web design business, most of my clients came from personal connections.

• When we launched SquareKicker, I took the same approach—except this time, it was in online communities.

Rather than traditional marketing, I spent time helping designers, answering questions, and offering solutions. I wasn’t just promoting SquareKicker—I was building relationships.

• People would ask, “How do I do this effect in Squarespace?”

• I’d say, “Well, actually, SquareKicker can do that.”

• And then came the real challenge—explaining that SquareKicker wasn’t just one plugin but an entire suite of tools.

At first, people were skeptical.

• “If I build my entire web design business using your tool, can I trust you? Are you going to be around in a year?”

• “What happens to my client’s website if I stop using SquareKicker?”

We had to earn trust.

Hannah: In the early days, we spent a lot of time proving ourselves—not just through words, but through action.

• We showed up consistently in the community.

• We listened to users and actually built what they asked for.

• Over time, SquareKicker’s reputation spoke for itself—and those early doubts faded.

Now, with our size and industry reputation, trust isn’t a challenge anymore. But in those first few years? It was everything.

Expanding the Vision: Why SquareKicker Entered the Template Industry

You’ve been working on a new project alongside SquareKicker. What led you to enter the template space?

Hannah: It all came from listening to designers.

Once we got the SquareKicker extension to a place where it was fully built out and truly valuable, we started asking: What do designers need next?

• We jumped on calls with a diverse group—big agencies, solo designers, and everyone in between.

• The number one pain point? Passive income.

Web design is a feast-or-famine business. One month, you’re drowning in client work. The next, you’re wondering how to pay the bills.

• Some designers needed consistent revenue to confidently hire a team.

• Others just wanted a little financial cushion to smooth out slow seasons.

That’s when we realized: Templates could be the answer.

Rethinking the Template Buying Experience

But we didn’t want to just create templates. We wanted to solve real problems for both designers and their clients.

Buying a Squarespace template has always been… frustrating.

• Delays – You pay, but then have to wait 48 hours for delivery.

• Trust Issues – You don’t always know what you’re getting.

• Limited Support – If something breaks, who do you turn to?

So, instead of just building templates, we asked: How can we fix the entire system?

A Marketplace Built for Designers

Nick: We could have just made our own templates and tried to dominate the market. But that wasn’t our goal.

• Our mission has always been to empower designers—not compete with them.

• Instead of just selling templates ourselves, we built a platform for designers to create and sell their own.

Here’s how it works:

• Designers apply to be a SquareKicker Template Creator and get vetted.

• Once approved, they gain access to powerful tools inside SquareKicker to build their templates.

• When a template is submitted, we review it for quality and help fine-tune any issues.

• Once approved, the template gets instantly listed on the marketplace—no more 48-hour wait times!

This allows designers to focus purely on creativity—without worrying about handling sales, payments, or tech issues.

Unlocking Limitless Creativity

Hannah: What’s blowing us away is seeing how creative designers are getting.

• Every time a new template comes in, the whole team gathers around to check it out.

• We’re seeing huge variety—from bold, vibrant layouts to sleek, minimalistic designs.

• Some designs use SquareKicker tools in ways we hadn’t even imagined—layering effects, animations, and interactions in ways that are completely unique.

Nick: The best part? Designers no longer have to reinvent the wheel.

• Instead of asking “How do I build this effect from scratch?”, they can start with a pre-made template and customize from there.

• It’s a fast, affordable way for clients to get a stunning website—without the high cost of custom design.

At the end of the day, we didn’t just build another template shop. We built an ecosystem that gives designers more freedom, creativity, and income.

And that’s what excites us most.

Software vs. Templates: Lessons from Expanding SquareKicker

Has launching a template marketplace been different from running a software company? What lessons have you learned along the way?

Hannah: It’s funny because, in our minds, this is still software—we’re not just selling templates, we’re building the technology that powers the marketplace.

That said, there have been some big shifts:

• With SquareKicker’s extension, we were focused on building tools for designers.

• With SquareKicker Templates, we now have two audiences—the designers selling templates and the clients buying them.

• That means we’ve had to balance two sets of needs—ensuring designers can easily sell, while making sure end users have a seamless buying experience.

One of the biggest challenges? Helping professional designers see templates as a viable option.

Changing the Squarespace Mindset

Nick: In platforms like WordPress and Shopify, using templates is the norm.

• Designers will present clients with a few options and say, “Pick one as a starting point.”

• But in Squarespace, that mindset hasn’t fully taken hold yet.

• There’s a bit of imposter syndrome—designers worry that using templates might make them seem less “custom.”

Hannah: We actually saw this resistance when we first launched SquareKicker’s extension.

• Some designers asked, “How can I hide the fact that I used this tool?”

• Our response: It’s okay to use tools that make you better.

• Now, we’re having similar conversations about templates—helping designers see that using them doesn’t take away from their skills; it makes them more efficient.

A Shift in Audience

Hannah: The biggest difference between running SquareKicker’s extension and SquareKicker Templates is that we’re now also selling direct to consumers.

• Before, we focused on designers—a niche we understood deeply.

• Now, we’re also reaching business owners who need templates.

Instead of trying to market directly to industries we don’t fully know (like car washes or hotels), we’re leveraging the expertise of our designers.

• The best person to create a car wash website template? A designer who’s already worked with car wash businesses.

• The best person to build a hotel template? Someone who has built multiple hospitality websites.

We’ve encouraged template creators to lean into their niche instead of making generic designs.

• If you already know an industry well, you understand their needs better than anyone.

• Instead of trying to make 150 templates for every industry, focus on what you do best.

Building a Community, Not Just a Marketplace

Hannah: One of the biggest lessons we’ve learned is that template designers often struggle with selling.

• Many designers create great templates but have no idea how to get them in front of buyers.

• In most marketplaces, they’re left on their own.

That’s why we built SquareKicker Templates as a community, not just a store.

• Designers collaborate, share feedback, and help each other improve.

• We run launch accelerator programs to help sellers market their templates.

• It’s not about competing—it’s about lifting the whole industry.

Hannah: The best part? Seeing the creativity that’s emerging.

• Some templates use SquareKicker’s tools in ways we never expected.

• We’ve seen designers stacking animations, layering effects, and pushing the platform in incredible ways.

• Instead of spending hours troubleshooting code, they’re focused on pure creativity.

Nick: We’ve even had designers submit templates where we look at them and go, “Wait… how did they make that?”

At the end of the day, this project isn’t just about selling templates—it’s about giving designers the freedom to create, scale, and build the business they want.

A Business Built on People, Not Just Profit

It’s clear that SquareKicker is about more than just making money. What’s your business philosophy?

Nick: A book that really shaped my perspective is Building a StoryBrand by Donald Miller. He talks about how most businesses position themselves as the hero—saying, “Look at us, look at our product, buy from us.”

But the reality?

• Customers don’t want a hero—they want a guide.

• People don’t come to you because they love you; they come because they need a solution.

• Your job is to help them succeed in their own story.

That’s actually where the name SquareKicker comes from. We didn’t want to be the hero—we wanted to be the sidekick. A tool that empowers designers to do their best work.

The Real Reward: Changing Lives

When I was running a web design business, I realized that if I was just doing it for money, it got boring—fast. But when I saw how my work transformed businesses, it was different.

• A chocolatier once told me, “Because of this website, our Christmas sales were insane. We’ve never had a holiday season like this.”

• That meant they could take time off, invest in growth—it changed their life.

That’s what fuels SquareKicker.

• When designers tell us, “I was able to quit my job and start my own business because of you,” that’s what matters.

• I met someone in New York who said, “Your tool helped me create an $80K-a-year passive income stream.”

• And I thought, Wow… from New Zealand, we built something that changed someone’s life on the other side of the world.

That’s more fulfilling than any paycheck.

A Team That Shares the Vision

Hannah: It’s not just about the designers we serve—it’s about our team, too.

• We started as four people, now we’re 14.

• We intentionally built an in-person team, which is rare for a software company.

• We want our team to work on something they genuinely believe in.

That’s why we keep reminders of our impact front and center.

• We have a Slack channel called “Best Wishes, Warmest Regards” (Schitt’s Creek fans will get it!).

• Every time we get a message like “You changed my business,” the whole team sees it.

• It reminds us why we do this—every single day.

The Core of SquareKicker: “He Tangata”

Nick: During a lockdown, we sat down as a team and asked, What do we stand for?

• Instead of dictating a mission statement, we asked everyone to contribute.

• The themes were the same across the board—it’s about the people.

There’s a Māori proverb in New Zealand:

"He aha te mea nui o te ao? He tangata, he tangata, he tangata."
(What is the most important thing in the world? It is the people, it is the people, it is the people.)

That’s our guiding principle.

• It’s about our team.

• It’s about the designers we serve.

• It’s about empowering people to create the life they want.

We never want to lose sight of that. It’s not about growth for the sake of growth. It’s not about selling the company one day. It’s about people.

And that’s what will always drive us.

Running a Business as a Husband-and-Wife Team: Tips for Making It Work

The Pros: A Shared Vision & Deep Understanding

Hannah: The biggest advantage is that we already have a strong foundation.

• We understand each other’s values.

• We don’t have to convince each other about why serving people matters more than just chasing profit.

• We’ve already gone through all those “first-year fights” in our marriage—so that part’s out of the way!

We’ve heard so many business experts say, “Pick your co-founder carefully—it’s like a marriage.” Well… we already had that part figured out!

Nick: We actually met as colleagues before we got married, so working together isn’t new for us.

• We spent years in intense environments—hiking, kayaking, caving, climbing, even living in a tent.

• We worked together in the U.S. doing youth work, where Hannah wasn’t allowed to officially work, so she just… helped with everything anyway.

• When we ran separate businesses, we barely saw each other. Now, we actually get to work shoulder to shoulder, which we love.

The Challenges: Work-Life Boundaries Are Hard

Hannah: The hardest part? Turning off work.

• We set a rule: No work talk at home. That lasted about 10 seconds.

• Then we said: Okay, no work talk in the bedroom. That lasted slightly longer.

• Then we tried: No work talk at bedtime. Yeah… didn’t stick either.

We’re genuinely excited about what we do, so it’s hard to switch off. We talk about it with our kids, at lunch, at dinner—it’s everywhere.

And unlike most jobs, we can’t come home and vent about a bad boss. Because, well… the boss is sitting right there.

Why It Works for Us

Nick: The key is that we’re completely different.

• We have opposite personalities, strengths, and even love languages.

• That could be a challenge, but instead, we divide responsibilities naturally.

• We trust each other’s expertise—if one of us is better at something, they take the lead.

Hannah: That’s actually a big one. We don’t have time for imposter syndrome.

• My sister-in-law once told me, “Nobody has time for imposter syndrome.”

• That’s become my favorite business motto.

• In a husband-and-wife business, you can’t afford to play small. You have to recognize each other’s strengths and let each other lead.

The One Big Challenge: Time Off

Nick: The hardest logistical challenge? Taking a break.

• When one co-founder steps away, the other can hold down the fort.

• But when both co-founders are the same people… well, that’s tricky.

• Family vacations? Hard. One of us handling school holidays while the other works? Also hard.

Hannah: We’re finally at a point where we’re structuring the business so the team can take more ownership.

• We want to be able to step away without everything falling apart.

• We’re not fully there yet, but we’re working on it.

Final Advice for Couples Thinking About It

Hannah: If you’re considering working with your spouse, go for it—if you have the right dynamic.

• The couples who do it best have different skill sets and trust each other’s expertise.

• If you enjoy spending time together and can communicate openly, it’s a huge advantage.

Nick: Plus, we get to have lunch together every day.

Hannah: When we actually stop working for lunch…

Nick: No comment.

Now that you know Nick & Hannah’s story, you’re probably wondering—what exactly does SquareKicker do?

I used it in my recent website redesign, and the transformation was incredible.

You can watch it in action in this video, where I take my outdated, clunky site and turn it into something beautiful and modern with SquareKicker.

Trust me, you’ll want to see this!

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Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Ideal Client Avatar Workbook

• Start Your Squarespace Site Workbook

• My Fav Stock Photos Site*

• Ashlyn Carter’s Copy Class*

• Squarekicker Extension

• How to Redesign a Live Squarespace Site

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

Most people know their website needs a redesign but feel completely stuck on where to start.

What do you fix first?

• The design?

• The copy?

• The structure?

It’s overwhelming—until you have a plan.

The reason most websites look ‘off’ isn’t because you’re bad at design. It’s because no one teaches you the right process to follow step by step. But that’s exactly what I’m going to show you today.

By the end of this blog, you’ll have the exact framework to confidently redesign your website from start to finish. No more guessing, no more frustration—just a clear, repeatable process you can follow.

This isn’t just a quick tip video—it’s a full step-by-step process. I’m giving you the exact method I use to create websites that are not just beautiful, but strategic and high-converting. So whether you’re starting fresh or fixing what’s not working, this will help you get it right.

Here’s what we’ll cover:

1. Gather Visual Inspiration: we’ll start by gathering Visual Inspiration, so we have a strong design direction.

2. Map Out the Sitemap: next, I’ll map out the Sitemap, so we know exactly which pages we need.

3. Write the Copy: then, I’ll write the Copy—showing you my tools & approach for crafting messaging that works.

4. Gather Photos: after that, I’ll gather photos that fit the aesthetic and elevate the design.

5. Bring It to Life: And finally, the most exciting part—watch over my shoulder as I bring it all to life in a live redesign!

Step 1: Gathering Visual Inspiration

Before I start designing anything, I always begin by gathering visual inspiration.

Why This Step Matters:

This is where I define the overall vibe, aesthetic, and feeling I want my website to convey. Without this, it’s easy to end up with something that looks nice but doesn’t actually feel aligned with your brand or your ideal client.

Speaking of ideal client... this is a website redesign, I know my ideal client like the back of my hand, as well as the goal of my website and the must-haves on said site.

If you're not clear on those things however, grab my Start Your Website Workbook here!

It'll help you get clear on ideal client, site goals, site must-haves, etc. which will be kind of essential for you to know, before you even get into gathering visual inspiration.

Because it'll be hard to gather visual inspo if you're not clear on who this site needs to appeal to, (AKA, your ideal client.)

Brand Vibe Inspiration

The first thing I do is build out a ‘brand vibe’ inspiration board.

This isn’t about pinning website layouts—it’s about capturing the overall feeling I want my brand to embody.

I find images that reflect:

• The colors I love

• The lifestyle of my ideal client

• The emotions I want the website to evoke

This helps me step into the mindset of my audience and ensure my website speaks to them visually.

How to Gather & Organize Your Inspiration:

Colors—What tones naturally reflect your brand’s energy?

Textures & Patterns—Do you want it to feel soft & elegant? Bold & modern?

Lifestyle Images—Who is your ideal client? What do they wear, drink, and do?

Typography Style—Is your brand playful? Sleek? High-end?

❗️Common Mistake to Avoid: Saving everything that looks ‘pretty’ but not actually thinking about whether it fits the brand. ❗️

Instead, step back and ask: Does this feel like my brand?

Wild Pinning & Editing Method for Colors:

If you’re unsure about your colors or ideal client vibe images or anything else, don’t overthink it at first.

1. Start by pinning freely—anything that catches your eye.

2. Step back and ask: ‘Does anything feel out of place?’

3. Remove what doesn’t fit will naturally refine your visual direction.

By editing it down, you’ll naturally create a cohesive color palette or brand vibe board without feeling boxed into decisions too early.

Website Section Inspiration

Once I have my brand vibe locked in, I move on to gathering specific website inspiration.

This way, I can pull together elements that feel cohesive but aren’t just copied from one site.

I do this by taking screenshots of only the bits I love (Command + Shift + 4 on a Mac) and saving them into a dedicated Google Drive folder. This makes it easy to reference later when I'm actually designing.

To find the best examples, I primarily look at other designers' portfolios and template shops. These places showcase highly polished, strategic layouts in one place, making it easier to spot strong designs.

So if you don't already follow a number of designers or template shops, now could be a good time to start being conscious of design work out there and following the designers whose style speaks to you.

Practice time:

Now it’s your turn!

Step 1: Spend 10 minutes pinning:

✔️ 10 images that represent your brand’s color & mood

✔️ 10 images that reflect your ideal client’s lifestyle

✔️ 10 website sections you love.

Step 2: Review them and edit it down.

Does anything, once you see it all together feel like it doesn't fit with the rest? Delete it from the board.

How to Use Your Inspiration Board Effectively:

Gathering inspiration is great—but only if you actually use it.

Here’s how to make sure your inspiration board doesn’t just sit there forgotten:

• Keep it open on another screen while working on your website.

• When choosing colors, fonts, or images, ask yourself: ‘Does this align with my vision and board?’

• Use it as a reference check before finalizing any design decisions to make sure everything stays cohesive.

This step might seem simple, but this is what makes the difference between an okay website and a stunning one.

Here’s proof—

look at my original mood board & how those exact elements influenced my final design.

Now that we know how we want the site to look and feel, the next step is figuring out what content belongs where. This ensures the design doesn’t just look great—it functions well, too. Let’s move on to Step 2!

Step 2: Creating the Sitemap

Now that we have a strong visual direction, it’s time to move on to one of the most important planning steps—creating the sitemap.

Why This Step Matters:

Your sitemap is the foundation of your website’s structure. Without a clear sitemap, you risk having a confusing site layout, missing key pages, or making it hard for visitors to navigate."

What is a Sitemap?

Think of your sitemap like a roadmap for your website.

It outlines:

1. What pages will exist

2. How they connect,

3. What their purpose is.

This keeps everything organized, intentional, and user-friendly.

First you need to decide what pages make it into your top navigation.

Not every page is important enough to get that prime spot.

How do you pick? 

Here's my advice…

(straight out of my Start Your Website Workbook, which again, you can get here if you fancy!)

So sticking to the best practices of the workbook:

1. Minimize Navigation Items

There is a growing movement towards minimizing the top navigation options, and this is a good thing (you should do it too)!

Nine navigation items and drop down menus are way too many decisions to be made, all right up at the top of your website, let alone all the options on the home page itself.

Minimize the decisions.

Keep the links to your navigation to less than 6.

2. Take Home out of your navigation

You can take your ‘home’ page out of your navigation. Everyone knows to click on your logo to get back to the home page, so it’s just clutter really.

How To Pick Your Top 5

How do you decide what gets the prime real estate in your navigation?

It’s based on your website goals of course! 

If you think you need to cut my navigation down, go through your list of must-have pages and ask the question:

'Which of these are essential for visitors to see upfront?'

Still unsure?

Here’s how I narrowed it down. Let me walk you through exactly how I structured mine and picked my 5.

Main Navigation:

1. About

   Because this website is very clearly a personal brand, I'm using the word "I" a lot and there's a ton of photos of me, naturally visitors are then curious to learn about me.

   If you're a corporate brand, this might not be as important and your about page would likely go in the footer.

2. Blog

   Because this is one of my main marketing strategies & I have hundreds of free blog posts, it's a huge crediblity & trust builder.

   If your blog has a grand total of 5 posts or you hardly ever publish, you defintiely won't want this in your top navigation

3. Resources

   Because I know that the #1 goal of my website is to get people onto my email list, and this page gives them 12,000 opportunities to do so.

4. Student Success

   Because one of the best credibility builders for my courses are the thousands of students and dozens of in-depth, long-form student success stories showing my courses work.

5. Courses

   Because this is what I actually sell.

   This is the page that makes my business money, which is also why it's the most prominent with a button instead of just a text link.

   For you this might be a "work with me" or a "services" or a "shop" page. The page that makes your business money, that's the one which you want as a button.

Categorising Other Pages

It’s also important to detrmine what other pages need to exist on this site, or what important things need to be linked to, even if they’re not important enough for the top navigation.

How can these be best categorized into logical categories?

I determined the following categories for my footer navigation.

Footer Navigation:

Column One: COMPANY

1. Home

2. About

3. Affiliate

4. Hiring

5. Contact

Column Two: WORK WITH ME

1. Square Secrets

2. Square Secrets Business

3. Audience Academy

4. Student Login

Column Three: CONTENT

1. Blog

2. YouTube

3. Email newsletter

Column Four: ON THE HOUSE

1. Quiz

2. Business Building Gifts

3. Squarespace Gifts

4. Design Gifts

5. List Building Gifts

Grouping pages into logical categories makes navigation intuitive for visitors, which improves their overall experience.

How to Plan Your Own Sitemap

When planning your sitemap, ask yourself these two questions:

1. What are the most important pages my audience will need?

   (Prioritize user-friendly navigation)

2. What unnecessary pages can I eliminate?

   (Simplify the structure to avoid confusion and clutter.)

⚠️ A Common Mistakes to Avoid: Unclear Naming for Pages (Your navigation should be easy to understand at a glance.)

Example

Problem: I like to use the words ‘on the house’ or ‘complimentary gifts’ for the free resources I give away because those terms feel on-brand.

However, those terms would make terrible navigation titles because they could be confusing if there’s not extra text to explain those things..

Solution: I used the term ‘Resources’ in the navigation and used ‘On The House’ with a bit of an explainer on the actual page."

Practice Time

Now it’s your turn! Grab a piece of paper or your notes app and follow this 2-step exercise with me.

Take 5 minutes to:

1. Write down every page you think your website needs—don’t hold back!

2. Refine—what belongs in your main nav? What can go in the footer?

   Decide this based on: Only the most essential pages get the top navigation spot and you have at maximum 6 options.

   Items you'd typically find in the top navigation:

   About

   Work With Me

   Portfolio

   Blog

   Items you'd typically find in the footer:

   FAQ

   Contact Us

   Hiring

   Client Portals/Login areas

Step 3: Writing Copy That Converts

Now that we’ve structured the site, it’s time to fill those pages with words.

Why This Step Matters: Most designers will hate me for saying this—but I’m going to tell you the hard truth:

Design doesn’t sell. Words do.

Your copy is the single most important factor in whether your website works or not. Nothing (and I mean nothing), on your site is more important than your copy.

And yes, I say that even though my job is to make things pretty for a living and design beautifully converting sites.

Your copy connecting with your ideal client will literally make or break a website design in terms of said website functioning for your business and selling for you.

Your website’s copy isn’t just filler—it’s what makes visitors stay, connect, and take action. Now that I just seriously heaped the pressure on (sorry about that), let's talk about writing good copy.

Two Common Website Copy Mistakes:

1. Overload: Most people either overload their site with way too much boring text

2. Generic: they’re too vanilla, meaning their business blends in with every other similar business out there.

Solutions:

• Get your point across as quickly & concisely as possible, while still bringing your brands flaire across.

• Arrange it well on the page so it's easily digestible.

• To counter the vanilla copy problem, cultivate your "let them" energy, cultivate your most confident, fabulous self as you write this copy. Don't water it down.

• Imagine you’re writing for just one person—your absolute dream client. And then, make your copy unapologetically for them. Not for everyone. Just them. If others don’t vibe with it? Let them.

• If you don't feel like your copy is very strong or it's not working to convince people to work with you, the solution is to better understand your ideal client avatar.

THE SECRET TO GREAT COPY

I learned copywriting from the fabulous Ashlyn Carter and she taught me something I'll never forget: The best copy comes straight from your ideal clients mouth.

If someone reads your website and sayss "it's like they're in my head" you know you've done it correctly.

How do you manage that?

You get sooo freaking specific in your ideal client avatar exercise.

Again, workbook here if you need help with that!

How I Approach Writing Website Copy:

For my recent website redesign, I broke my copywriting process into three key phases:

1. Understanding Your Ideal Client

2. Writing Compelling Messaging

3. Structuring Copy for Readability & Conversion

1. Understanding Your Ideal Client’s Needs

Before writing a single word, I take a step back and ask:

• Who is my audience?

• What do they struggle with?

For me and my website design, I teach people how to be website designers. I know that they're dreaming of a fabulous lifestyle-first business which allows them to work from home and pays well, but are afraid if their website building skills are up to scratch to really take on a paid client for example.

PRACTICE:

To help you write your copy, here's an exercise for you.

Write down the top 3 questions or problems your ideal client has.

• The top 3 things keeping them up at night. The things they dream of and the things they fear if everything stays the same way in their life.

• When you can speak to those fears & dreams, your ideal client is going to read your site and immediately know you get them, and therefore assume, you know the solution to their problem too.

• Now that I know exactly who my ideal client is, I can write directly to them. And this is where the magic happens—because great messaging isn’t about listing what you do, it’s about speaking to what they need to hear.

2. Write Compelling Messaging

This requires a bit of training to get it right, or alternatively, training wheels.

Now, I’ve been copywriting educated and I can write great copy myself.

If I want to do it faster & easier, I still pull out one of my friend Ashlyn’s templates.

I specifically used:

✔️ Her About Page Copy Template

✔️ Her Sweet 16 Sales Page Template + Copywriting Workbook

✔️ Her 35 Website Headline Copywriting Templates Collection

They're not mine to share, so I won't show you an example here, but to give you an idea, they're basically Google docs which guide you through what to speak about on every section of your home page for example, with copywriting frameworks & fillable bits to basically help you write copy with training wheels on.

I could write copy without them, but honestly, I don't want to. They save me so much time! 

Psst..if you’re looking for a free resource to get the copywriting wheels going, I do have a homepage content planner here!

Key Copywriting Tips:

• Pack It with Personality

  Remember there's important text on a page you want someone to read, then there's "eyebrow copy," a few words here and there which add charm & character to your main message.

  For example the line of copy right above the headline "student successes" is a line saying "Let’s raise a glass and toast to these…" and then student successes. This is eyebrow copy. It communicates my brand voice & vibe in a few short words.

• Speak to the conversation happening in their head

  They already believe or think something about the product or service you offer. So speak to that.

• Make them think you might as well be their therapist.

  Speak so specifically to how they feel & what they desire that they literally think "oh my gosh, has she been eavesdropping on my therapy sessions?"

  Emotions sell.

  Understanding your person sells. So don't just talk about the features of your offer, speak to how they feel and how they will feel after working with you.

3. Structure Your Copy for Readability & Conversion

The Power of Scannable Copy:

Most people don’t read websites word-for-word.

They skim. That means your copy needs to be structured in a way that makes it easy to digest."

• Break Up Large Text Blocks – Use short paragraphs & spacing

• Use Headlines & Subheadings – Guide the reader’s eye

• Bullet Points – Great for quick readability

• Call-to-Action (CTA) – Never leave visitors wondering what to do next

Example:

Before & After Copy Formatting

Here’s an example of a section promoting my one of my courses that’s overwhelming vs. redesigned and easy to skim and read.

This was one of the most tricky to design sections, and I honestly came up with this layout from scratch to fit my copy because there was just so much to include and it's not your typical copy & layout.

Let’s fix this & turn this cluttered, overwhelming section into a streamlined, high-converting one:

Now that we have powerful copy, we need the right visuals to bring it to life. Let’s move on to Step 4.

Step 4: Choosing the Right Photos for Your Website

Why This Step Matters: Your website’s visuals have the ability to set the entire mood of your brand, without you saying a word. Photos can work for or against you.

Even if your layout and copy are amazing, the wrong photos can make your site feel outdated, disconnected, or amateur.

On the flip side, choosing the right images can instantly elevate your brand, making your site feel high-end, polished, and cohesive.

Common Questions:

• Do I need to hire a brand photographer, or can I use stock images?

• What makes a photo 'work' for a website?

• How do I make my images look cohesive and professional?

• Where do I even find high-quality images that fit my brand?

How To Chose Website Photos:

For my website redesign, I used a mix of brand photos I had taken during a photoshoot in Paris and high-quality stock images. 

Now I will say, this website redesign was literally a months-long process when you add the photoshoot in.

I started it all with Step 1: Gathering visual inspiration, and then went and planned a photoshoot to help me get images that fit with my visual inspiration. Here’s what was involved:

• I went to Paris for a night (catch the vlog here!)

• I hired an incredible photographer

• I had my husband a.k.a. personal European stylist, consult me on outfits

• A few thousand euros later, received these lovely photos.

Stock Images

I also make use of stock photos too, so don't worry if you don't have a large photoshoot budget, stock photos can be incredible.

Whichever option you choose to use, you can still use them incorrectly. So let's start with some photo tips and then I'll show you how to find an image which fits perfectly.

How to Choose the Right Images for Your Website

1. Match Your Brand Aesthetic

   Stick to colors, lighting, and a mood that aligns with your brand.

   When you're on a stock photo website or even going through the photos you maybe did in a shoot, have your photos you're choosing between on one side of the page and your visual inspiration board on the other.

   Always ask the question: "does this photo fit with my inspiration?"

2. Keep Photos Cohesive

   Use similar tones & styles across all images. Similarly light, dark or similar visuals within the images. Here's two photos that are cohesive and two which are not.

3. Make Sure They Feel Authentic

If using stock, pick ones that feel real—not staged. No awkward high fives by people in suits please. Unless cringey & cheesy corporate is the vibe you're going for on your site.

Practice:

Choosing the Right vs. Wrong Images

Let me show you exactly what I mean—watch as I go through different image options and explain what works, what doesn’t, and why.

Attempt #1

Question: do you think that these photos have similar color pallets and create a cohesive brand vibe?

Answer: Not really.

• There are a few photos that don’t fit the brand vibe.

• The sunset image has colors that clearly don’t fit

• The skyscraper image has a very corperate feel that clashes with the vibe.

• The team one feels like a classic stock photo.

Attempt #2

Question: what’s wrong with this selection of images?

Answer:

• All of the photos are from the exact same photo shoot so they do have similar colors and vibes.

• Howver, there are simply way too many pictures of my face aka too much of one thing.

• You will also notice the positioning of some of the photos make it hard to read the text.

  Note: this is gernerally okay since this text is more of a stylish accent and not key information. However, text that is going over a face is never good as a rule of thumb.

Attempt #3

Question: Does this work? if so, why?

Answer: yes!

• I am present in 2 photos- one featuring the face and the other is more subtle because i’m in the mirror- so we’re working with two different angles that aren’t too similar.

• The rest of the photos really fit the brand vibe and are a good variety.

• The colors match.

My Favourite Free Stock Photo Sites:

• unsplash.com

• kaboompics.com

• pexels.com.

My Favourite Paid Stock Photo Sites: 

Here are the two sites where I got all of the stock photos for my site redesign.

• elevaevisuals.com

• editorialstockimages.com

  
  

PS. Those are affiliate links so my margarita fund thanks you if you choose to purchase through them!

Photo Selection Impact (Before & After)

One of my main goals with my website redesign was to mature the site vibe, as well as make it a bit more current in terms of style.

To show you how important images are and them fitting cohesively with your design, let's compare the same site design, just with my old brand photos.

Why this doesn’t work:

• Even though there’s a greenish overlay to help it blend with the site’s aesthetic, the stark white, light, and airy vibe still clashes with the overall design.

• Also, let’s take a moment to roast myself—sitting on the floor with a laptop and a hand under my leg? The most unrealistic way to work ever!

• These photos look a bit dated… because they are.

• Speaking of outdated looks, here’s a quick web design trend update: the all-white-everything aesthetic is officially out (unless you’re in the wedding industry).

  Curious about more outdated design trends? Check out my video: Outdated Web Design Trends You’re Missing in 2025 (And What Pros Are Doing Instead)

Now that we’ve got the perfect images, it’s time for the best part—bringing the entire design to life!

In the next step, we’ll take everything we’ve planned and actually build a page of my website together. Let’s get started!

Step 5: Live Site Redesign

The page we're going to work on redesigning together is my freebies page. Here’s the old verison. 👇

Now this page is already live, in fact, this entire site has been live throughout my entire redesign process, so I'm using the tips I shared in my video How To Redesign a Live Squarespace site (no down time!)

Step 1 Duplicate:

First thing we need to do is duplicate this page and drag it to the not linked section, so I can redesign it knowing no one will see it, and then when I'm done, I'll delete out the old resources page and replace this new one into the top navigation.

Step 2 Evaluate:

Now let's evaluate what I like and don't like on this page.

Likes:

1. Clear ordering of items

2. Copy is good on most freebies but could be improved & lengthened for a bit more enticing of a teaser & to make it quicker clear what this item is.

Dislikes:

1. Not loving the heading - I think it could go straight into the categories of freebies above the fold along with a quick line in the same section that all these resources are free.

2. I want each one to be it's own section so they're more defined between each other.

3. I want more visuals of the items themself and for the visual to communicate the format - training video, PDF, quiz, etc.

4. I want the main point or takeaway/result of the freebie to be more quickly understandable - like on our courses page (liberal use of bullet points & circled items).

5. The CTA at the bottom: Could use a redesign too.

Step 1: Rewriting the Freebie Text

Let’s start by giving one of these freebies a content refresh.

When rewriting copy, sometimes I do it from scratch, but other times I use ChatGPT to speed up the process. It’s been trained to match my brand voice, so I’ll often ask it to act as a world-renowned copywriter specializing in conversion copy and evaluate my existing text. I also make sure to ask it for best practices—for example, what’s the ideal way to promote a freebie on a website?

That said, AI isn’t perfect. The first version it generated didn’t quite feel like “me”. So after tweaking it a bit, I landed on a version I was happy with.

Step 2: Choosing a Fitting Layout

With the copy in place, it’s time to design the section that showcases this freebie. To start, I pulled up my layout inspiration folder to see what styles might fit best.

I came across this clean and structured design:

Why I love it:

• A large image of the freebie on the left

• Key information + a download button on the right

• A variety of font styles to make it visually engaging

Step 3: Creating Mockups & Visual Elements

A critical part of making freebies look appealing is showing them in context. Instead of just displaying a plain PDF thumbnail, I wanted it to feel like a tangible product.

To achieve this, I created a realistic iPad mockup in Canva. iPads make sense visually because they immediately suggest a digital workbook or guide, which is exactly what this freebie is.

Step 4: Experimenting & Refining the Design

I rarely land on the perfect design right away. Instead, I test multiple layouts by duplicating sections and tweaking different elements.

For example:

After testing a few versions, I landed on a design that feels balanced, clean, and visually engaging.

Creating a Second Freebie Section

Now that I have a solid structure, I can easily duplicate it and adjust the design for the second freebie: the Canva & Squarespace Fonts Guide.

Since this freebie is about fonts, I didn’t want a photo-heavy design. I opted for a simple, stylish background—in this case, lemons. (Yes, random, but it gives a chic European aesthetic that fits my brand!)

To keep things interesting and prevent the page from feeling repetitive, I flipped the layout so the second section has the image on the right and text on the left.

This is one of my go-to strategies: keeping a consistent structure while adding enough variation to keep the page engaging.

Final Touches & Optimizing the Page

Now that both freebies are designed, it’s time to finalize the page flow. A few last refinements:

• Adjusting button colors to make the call-to-action pop

• Fine-tuning font sizes for visual hierarchy

• Adding divider lines between sections to make transitions feel more intentional

The Header Section

Now, I also needed to set up a strong header section that introduced the entire freebies page.

I tested a few different header options, playing with contrast and layering elements until I found the right balance…

The final version feels polished, readable, and in line with the rest of the page:

Bringing the Full Page to Life

With everything in place, I took a step back to review the full page flow. The final design now:

1. Feels cohesive and visually balanced
2. Highlights each freebie without overwhelming the viewer
3. Maintains consistent branding across images, fonts, and layouts

And there you have it—a complete transformation! We started with a basic structure and completely redesigned it into a high-converting, beautiful freebies page.

Peek the final page here!

Next Steps: Want to Design Like This for Clients?

Now if you could imagine doing redesigns for not just yourself, but for paid clients too as a proper designer, I realize figuring out the entire web design client process can be confusing.

So here’s a little gift to make things easier for you!

While all the things we spoke about here are important, I realize there's one vital bit we skipped over.

Picking the right colors can be so overwhelming. Turns out, there's an exact formula & rule to picking the right ones. It's called the 60-30-10 color rule, and I explain it fully for you in this video. Be sure to watch it next!

You’ll Also Love...

• Mastering Website Layouts: The Beginner’s Ultimate Guide

• How To Charge More As a Web Designer: A Guide to High-Value Niches

• Niching Early: How Charlotte Quickly Filled Her Calendar as a New Web Designer

• How This Stay-At-Home Mom Earns $6K/Month Working Just 10 Hours/week

• 5 Must-Have Elements for Every Homepage

• 5 Must-Have Elements for Every Website Homepage

• How to Land More Web Design Clients - Jessica’s Method

• How this Stay-at-Home Mom Earns $6K/Month in Just 10 Hours a Week

• The Secret to Beautiful Websites (Without Being Creative)

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Start Your Squarespace Site Workbook

• My Homepage Content Planner

• My Fav Stock Photos Site*

• Get 10% Off Squarespace with Code 10PAIGE*

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

Are you struggling to make your website layouts look polished and professional?

Here's what most beginner layouts look like...

• Maybe it feels cluttered.

• Maybe it’s confusing to navigate.

• Maybe it just doesn’t have that seamless, polished flow that makes everything come together beautifully.

If that sounds familiar, don’t worry—it’s not your fault.

Designing a website layout that looks professional isn’t about luck or artistic talent. There’s a formula that top designers use, and most beginners totally overlook it.

Today, I’m pulling back the curtain and showing you exactly how to structure a website layout that:

✔︎ hooks visitors

✔︎ keeps them engaged

✔︎ inspires them to take action

Whether that’s clicking the buy button, signing up for your newsletter, or reaching out to work with you.

And the best part?

It’s not as complicated as you might think.

With just a few strategic tweaks, you can take your website from amateur to polished without endless trial and error.

The mistakes you’re making right now? They’re much easier to fix than figuring out IKEA instructions—I promise.

So grab your favorite coffee (or tea), because by the end of this post, you’ll have a clear roadmap to designing layouts that look polished, feel cohesive, and actually keep visitors engaged.

The Golden Rule: Content Guides Design

Here’s the first thing you need to know about designing a website layout that looks polished: great layouts aren’t random.

They follow a specific formula, and the number one rule is content guides design.

If you’re designing first and then trying to stuff your content into it, you’re doing it backward.

For example:

If I started with a pre-made layout I loved…

and then tried to fit my copy into it..

it would look….

awkward and cluttered.

The clear problem here is that the content doesn’t match the layout. And this happens all the time.

Sometimes, if you’re working with a client, they might hand over content and expect you to use it exactly as provided.

But here’s the thing: it’s up to you, as the designer, to decide how that content fits into a layout. A giant paragraph might need to be split into multiple sections, or a shorter block might require a more compact design.

The Fix: Start With Content

Before you even think about how a section will look, start with your content and ask yourself:

• What is the most important thing I want my visitor to see or do here?

• How can I break this content into manageable sections that flow naturally?

Once you’ve identified the key message, you can choose a layout that highlights it effectively.

An Example in Action

Let’s say you’re working with a chunk of text that’s too large for a single section.

You might consider several layout options to see which one fits best.

Here, I’ve selected a layout that allows the text to be broken into three smaller sections

. This not only looks cleaner but also helps guide the visitor’s eye through the content naturally.

Notice how the text is divided, with each section given its own space.

This creates a sense of intentionality, making it easier for visitors to absorb the information without feeling overwhelmed.

How much cleaner and more intentional does this look?! 👇

By simply allowing the content to guide the design and doing a bit of tweaking ot breaknig up my content into seperate sections, everything has fallen into place perfectly

Remember: layouts are intentional. it’s about asking yourself what most important part of content is and then figuring out how to guide the viewer to it.

Practice Makes Perfect

If you’re still feeling like you’re maybe not cut out for this, i’ve got you covered. Choosing the right layouts just takes a little bit of practice which is exactly what we’re going to do now.

Here’s the entire text from my most recent homepage redesign.

Lets take a look at the copy and layout options and i’ll show you how i chose which layout to ultimately go with.

Choosing Formating for Medium Length Copy Texts

Question: this is a medium amount of text for a section and we need to determine which of the following layouts would fit best…

Answer: I went with this layout! 👇

Why does this layout work?

1. Visual decoration: For this particular piece of content, the chosen layout included “pub quiz” in the top left corner and “45 seconds” in the top right corner—elements that act more like fun visual accents rather than key information.

   These playful details add character to the design without distracting from the more essential content.

2. Clear text hierarchy: the layout allows the headline to stand out prominently, with space for a short, impactful paragraph and a clear call-to-action button below. The most important text is clearly highlighted.

3. Negative space: This design is intentionally not overcrowded—there’s plenty of negative space that ensures the important elements are easy to focus on.

   If the layout had additional text or clutter, it would lose its clean, polished feel. By keeping things simple and giving each element its space, the design feels both professional and engaging.

Designing Layouts for Short and Decorative Text

The next section of my homepage features the phrase: “On the house. Like the perfectly brewed Italian espresso. These resources are petite but powerful.”

It’s a small amount of text—decorative rather than essential—but it still plays a crucial role in reinforcing the brand’s personality and vibe.

Question: which of these 4 layouts do you think fits the text best?

Answer: For this kind of text, which adds character rather than conveying critical information, the layout needs to highlight its charm without overwhelming the design.

I reviewed my potential layouts and selected one that allowed the text to shine without demanding too much attention. 👇

This layout works beautifully because:

1. It’s photo-dominant: With the text intentionally minimized, the section leans into the visuals, letting them create a rich, inviting backdrop.

2. The text is clear and legible: While it’s not vital for the visitor to read every word, the typography and placement ensure the text is accessible and adds to the brand vibe.

3. It enhances the aesthetic: in the final design, you’ll notice that the imagery in the background enhances the aesthetic while ensuring the text maintains its playful, coffee-inspired tone.

   This balance is essential when working with decorative text—it shouldn’t compete with the rest of the page but rather complement it.

Designing Layouts for Freebies Sections

The next section of the homepage promotes my freebies. While the text here is also brief, it’s important that visitors can quickly read and understand the options.

Question: which of these 4 layouts do you think fits the text best?

Answer: I opted for a layout that is clean, structured, and straightforward.

Each opt-in offer is displayed in its own clearly defined row, separated by clean lines, which makes it easy to differentiate between the options.

To add some visual interest to what could otherwise be a very plain section, I included a small graphic at the top that ties back to the “On the House” theme from the previous section.

It’s a subtle nod to the overall branding while keeping the design cohesive and professional.

Designing Layouts for Course Previews

Moving further down the homepage, we come to the courses section.

This area introduces my three different courses and requires more text than previous sections.

Question: which of these 8 layouts do you think fits the text best?

Answer: I chose a layout that allows the content to breathe, giving each course the attention it deserves. This way, visitors can focus on one course at a time, rather than feeling bombarded with information.

how to implement this:

1. Divide the content: Each course is given its own section to avoid overwhelming the visitor with too much information at once. This structure helps clearly define and separate each course, ensuring visitors can easily find the details they need.

2. Add a heading for clarity: A unifying heading grounds the entire section and gives context to what follows.

3. Use a consistent yet varied layout: For each course, I used a similar layout to create a sense of cohesion, but I alternated the image placement—left for one course, right for the next, and so on.

   This subtle variation keeps the section visually engaging while reinforcing that all three courses are part of the same offering.

Psst…still figuring out what to actually write on your homepage? here’s a homepage content planner on the house!

Layout Tips to Keep in Mind

1. Divide ideas & content into sections

• Each topic or idea should have its own visual space. For example, an “About” section, a “Freebies” section, and a “Courses” section should all be distinct.

2. Every Section Should Have a Purpose

Great layouts are not about cramming as much as you can into every corner. Instead, think about:

• What do I want people to notice first?

• How can I guide them to take the next step?

By focusing on what’s most important in each section, you’ll create designs that feel cohesive and professional.

Let Content Drive Your Layout Choices. Different types of content call for different layouts. For instance:

• Short, snappy text works well in a bold hero section.

• Medium-length content pairs beautifully with split layouts (text on one side, image on the other).

• Long-form content should be divided into multiple sections with clear subheadings.

3. Break Up Long Text

It’s up to you as a designer to decide how to chop up your client’s copy.

• When dealing with longer content, don’t be afraid to break it into smaller pieces.

• Refer back to your content’s structure and adjust the layout to fit.

• If you’re showcasing key features or benefits, use bullet points or separate them into distinct sections.

• Change up from having a photo background to a coloured background to the photo.*

*Design best practice says to avoid having multiple photo backgrounds in a row because that might start to feel a little busy. However, rules are made to be broken.

If you have experience, you can break them.

Here’s an example of how I used multiple photo backgrounds in a row on my courses page:

Why this works:

• I added a white dividing line in between each section.

• I used a giant square behind the text to help it stand out from the image. This helps the text to pop out as the obvious primary content and avoids the images being overly dominant.

5. Use White Space Wisely

White space isn’t just empty space—it’s a powerful design tool. It helps:

• Avoid visual clutter.

• Draw attention to key elements.

• Create a polished, high-end look.

Think of white space as the pause between notes in a song—it gives everything else room to breathe.

Example of a section that utilizes empty space:

6. Make It Visually Interesting:

Now that we’ve covered the essentials, let’s talk about a key balance you need to strike in your layouts: making them visually interesting without letting the design overpower your content. It’s easy to go overboard with background images, doodles, or decorative elements. But at the end of the day, your layout’s primary job is to serve your content—not steal the spotlight.

Note: ´this tip definitely needs to be balanced with the use of blank space!

To achieve this balance, you’ll want to ask yourself a few questions:

• Does this section feel engaging and dynamic, or is it just a wall of text?

• Are the decorative elements enhancing the message, or are they creating visual noise?

For example, when designing a section with shorter, more decorative text, you might include playful doodles or subtle background imagery.

This adds personality and charm without detracting from the readability of your content. But remember: moderation is key. If your layout becomes busy, it will distract your visitor rather than guide them.Graphics

However don’t get too wild and overpower the main content of the section.

7. Keep It Consistent (But Not Repetitive)

Another essential tip is to vary your section layouts. If every section looks identical, your page will start to feel monotonous.

While consistency is crucial, you don’t want every section to look identical. Rotate between a few layout options to keep things visually interesting while maintaining a cohesive overall design.

However, there’s an exception to this rule. When showcasing similar content—such as services or courses—repeating a layout with small variations can create a sense of consistency while maintaining visual interest.

By focusing on these principles, you’ll be able to create layouts that not only look beautiful but also serve their purpose—guiding visitors through your website with ease.

By following these principles, you’ll create a website that feels cohesive, professional, and engaging—all while guiding visitors effortlessly through your content.

Putting It to the Test: Spotting Layout Mistakes

Let’s test your layout instincts. Take a look at this example:

Does it look polished and professional, or is something “off”? If your gut reaction is that it’s not working, you’re likely picking up on some key design issues.

Common Layout Mistakes:

1. Too much happening in one section: There’s no hierarchy or clear focus because everything is competing for attention.

2. No white space: The section feels crammed, with wall-to-wall text and images.

3. Lack of visual differentiation between sections: Without dividers or background changes, sections can blur together.

4. Mismatched content and layout: If the text doesn’t fit the chosen layout, the entire section feels awkward.

5. Inconsistent font sizes and colors: Random variations can confuse visitors and make the page feel unpolished.

If you spotted these issues, well done! If not, don’t worry—this is a skill you’ll build with practice.

How to Fix Layout Mistakes

Here’s how I improved the layout in this example:

Why this works:

• Refocused the content: I adjusted the text so it fit naturally into the layout, ensuring balance and readability.

• Switched the background image: The original image had a focal point in the middle that was hidden by the content. I replaced it with a more abstract image that complements the section without competing for attention.

• Enhanced visual interest: I added clean lines and dividers between sections to create structure and guide the eye.

These small adjustments can make a huge difference in the overall feel of a layout.

The Most Important Thing to Remember

When designing your website, always consider your visitor’s perspective.

While you might imagine them curled up with a cup of tea, leisurely exploring your site, the reality is often very different. Visitors are usually multitasking, looking for quick answers to their problems.

This means your website needs to:

1. Be clear and easy to navigate.

2. Quickly guide visitors to the most relevant information.

3. Avoid unnecessary clutter that slows them down.

Need Help Getting Started?

If you’re struggling to figure out what should (and shouldn’t) go on your site, I’ve got you covered.

My Start Your Website Workbook walks you through everything—from understanding your audience to creating a layout that works. It’s designed to help you cut through the fluff and get straight to the point, while still reflecting your unique brand story.

Now that you’ve mastered the art of layouts, you might be wondering: how do you actually build a website that brings these principles to life?

Don’t worry—I’ve got you covered. Watch my step-by-step website building tutorial next for all the tech skills you need to create a professional, polished site.

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Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Masterclass: Designing a Home That Tells Your Story

• For the New Year: My 4 Step Business Planning Strategy

• My Cotswolds Weekend Itinerary

Rather read all about it?

Ever walked into a beautifully designed home and wondered—how do they make it look so effortless?

Well, after taking Joanna Gaines’ MasterClass Designing a Home That Tells Your Story, I took pages of notes. Because when Joanna shares her design wisdom, you listen.

To make it easy to apply her most transformative design lessons, I’ve organized them into three simple phases you’ll want to use in every single space you design:

1. Find the Soul – Understanding what you’re working with.

2. Finishes – Choosing colors, textures, and materials.

3. Furniture – Bringing it all together with styling and flow.

If you've ever felt like:

• Why does my home feel disjointed?

• What small changes will actually make the biggest impact?

• How do I make my space feel larger and more functional?

Then you’re in the right place!

Phase 1: Find the Soul of Your Space

1. Start With What You Dislike

Feeling overwhelmed by too many Pinterest boards? J

oanna’s advice: flip the process.

Instead of struggling to define what you love, start by noticing what you dislike.

• Do dark, dramatic interiors feel too heavy for you? Then a light and airy aesthetic might be your style.

• Does minimalism feel too stark and cold? Then you might be a maximalist who thrives on layers, bold color, and decor that tells a story.

The takeaway? The easiest way to define your style is to first eliminate what doesn’t feel right.

2. Uncover the Hidden Character

One of Joanna’s first steps when redesigning a space? Look deeper—literally.

• Is there original hardwood flooring under that outdated carpet?

• Could there be shiplap hiding behind the drywall?

If you live in an older home, take a moment to peel back the layers before assuming your space is what it is. There could be so much charm just waiting to be revealed.

If your home is newer and doesn’t have built-in character—don’t worry, I’ve got a tip for that next.

3. Creating Character in a New Build

New builds don’t have decades of history baked into their walls—but that just means you get to create the charm yourself.

Joanna suggests studying your neighborhood or scrolling through inspiration images and taking note of:
✔ Architectural details that feel timeless (arched doorways, ceiling beams, wall paneling).
✔ The types of materials that feel warm and inviting (aged wood, soft linen drapes, antique hardware).

If every image you’re drawn to has textured walls, rich wood, or detailed millwork, take that as a huge clue for how to infuse character into your home.

4. Observe Your Space Like a Designer

Joanna calls this "taking inventory," and it’s essential for understanding what’s off in a space.

• Walk into your room as if you’re seeing it for the very first time.

• What jumps out at you immediately?

  • A too-big couch overpowering the space?

  • A rug that’s too small for the room’s scale?

  • Lighting that makes everything feel flat and uninspired?

• What feels like it’s missing?

  • Maybe the walls feel bare, or the room lacks cohesion.

✨ Pro Tip: If it’s hard to pinpoint what’s off, take a few photos of your space. Looking at a picture makes it so much easier to notice imbalances—just like when you take a mirror selfie and suddenly see things differently.

5. Define Your Room’s Feeling in 3 Words

If there’s one thing Joanna repeated again and again in her MasterClass, it’s this:
✍️ Define the feeling you want for your space in just three words.

For my bedroom redesign, I chose:
Calm. Elevated. Cozy.

These three words become your North Star for every decision you make:

🎨 Choosing between two paint colors? Pick the one that feels most calm and cozy.
🛋 Debating between furniture pieces? Ask yourself which one feels elevated and timeless.

💡 If "cozy" is in your three words, that likely means you’ll want natural materials, soft textiles, and warm lighting in your space.

6. Find Your Room’s “Hero”

Every well-designed space has a hero element—a focal point that grounds the room and makes everything else feel intentional.

If you already have a natural focal point, like a fireplace or grand windows, work with it rather than against it.

If your space feels like a blank rectangle? Create a hero.

• A statement wallpaper

• A vintage armoire with character

• A dramatic headboard that anchors the room

Once you have one strong focal point, the rest of the design decisions become so much easier.

7. Imagine Your Dream Day in the Space

Instead of designing your room for aesthetic perfection, design it for real life.

Joanna always starts her living room projects by picturing Christmas morning—thinking about where the stockings will hang, where the family will sit, and how the space will be used.

Try doing the same for your own space:

• If it’s a reading nook, do you have a comfortable chair, soft lighting, and a side table for your coffee?

• If it’s an entertaining space, do you have enough seating, a chic bar cart, and the right lighting for an inviting glow?

Your home should be beautiful—but also deeply functional for the way you actually live.

Step 8: Comfort Over Everything—The Pretty Chair You Never Sit In? Skip It.

Now that you’ve imagined your dream day in the space, let’s talk about a common mistake: choosing furniture for looks rather than for real life.

Joanna’s advice?

If it’s uncomfortable, don’t buy it. No matter how stunning that sculptural chair looks in the showroom, if you wouldn’t actually sit in it for more than five minutes, it’s not the right fit for your home.

✔ Prioritize function first. A beautiful room isn’t truly beautiful if it’s impractical.
✔ Test seating before you commit. If you can’t sink in and relax, it’s not a great choice.
✔ Mix in timeless staples. Style-forward furniture is fun, but comfort-focused investment pieces will stand the test of time.

Your home should support your life, not just exist for aesthetics. Now that we’ve found the soul of the space, it’s time to move on to Phase 2: The Finishes.

This is where we get into colors, materials, and those all-important final details that turn your space from nice to next-level. ✨

Phase 2: The Finishes—Bringing Your Space to Life

Now that you've uncovered the soul of your space, it's time for the next phase—choosing the perfect finishes that bring it to life. This is where the details come together to create that polished, intentional feel.

From selecting the right flooring and wall colors to layering in textures and patterns, these tips will guide you through every choice with confidence.

Step 9: When Picking Hard Finishes, Start from the Ground Up

Joanna’s golden rule? Always work from the ground up when selecting finishes. Here’s the order she recommends:

1. Start with flooring – This is your foundation. Whether it’s hardwood, tile, or carpet, begin here so everything else complements it.

2. Then walls – Once the flooring is chosen, decide on paint colors, wallpaper, or paneling.

3. Next, trim and ceiling – These elements frame the space, so choose moldings, beams, or ceiling details that enhance your room’s style.

4. Finally, light fixtures – The finishing touch! Lighting should feel cohesive with the other elements you’ve selected.

By following this sequence, you’ll avoid mismatched finishes and create a harmonious, layered look.

✨ Pro Tip: When in doubt, reference your three guiding words from Phase 1. They’ll help keep your finish selections aligned with the overall feeling you want to create.

Step 10: Pick Your Colors Based on Your Three Guiding Words

Struggling with paint choices? Go back to your three words. If you want a moody feel, opt for deep, rich hues. If cozy is your goal, lean toward warm, inviting shades. For a minimalist aesthetic, cooler tones and soft neutrals will be your best bet.

Example: If your guiding words are calm, elevated, and cozy, a soft taupe or muted sage might be the perfect wall color.

🎨 Joanna’s Approach: She always starts with an inspiration piece—a fabric swatch, a vintage find, or even an artwork that captures the essence of the space. From there, she builds a color palette that complements it.

Step 11: Neutral Walls? Add Texture for Depth

If you’re opting for neutral walls, Joanna’s advice is simple: layer in texture to keep the space from feeling flat.

Ways to Add Texture:
✔ Shiplap – A classic Joanna move that adds instant character.
✔ Tongue & Groove – Subtle but refined, perfect for cottage-style charm.
✔ Paneled Walls – For an elegant, structured feel.
✔ Headboards & Upholstered Walls – A great way to introduce softness in bedrooms.

If an all-white space feels a little meh, these elements will make it feel intentional and inviting.

Step 12: Experimenting with Bold Colors or Patterns? Start Small

If you’re hesitant about bold wallpaper or dramatic colors, Joanna recommends starting in a smaller space to test the waters.

✔ Try an accent wall – Instead of painting the whole room, pick one statement wall.
✔ Wallpaper the inside of a cabinet or closet – A fun, unexpected detail that adds personality.
✔ Experiment in a powder room – It’s the perfect place to go bold without committing to a full home redesign.

Once you’ve lived with it for a while and love it, you can expand it into larger spaces with confidence.

Step 13: Always Sample Your Paint First

This might seem like a hassle, but Joanna swears by it—paint colors change dramatically based on lighting and surroundings.

✔ Test on a large surface – A tiny swatch won’t cut it. Paint at least a 2x2 ft section.
✔ Observe it at different times of the day – Natural vs. artificial light will affect how it looks.
✔ Place it near your flooring and furniture – Colors shift depending on what’s around them.

🎨 Color Fact: The same paint shade can look completely different depending on the room’s exposure (north-facing vs. south-facing light).

Step 14: The One Essential Element of a Cozy Room—Lighting

If you want your space to feel warm and inviting, lighting is key.

Joanna’s golden rule: Every room should have at least 2 to 3 sources of light to create depth.

💡 Lighting Guidelines:
✔ Oversized over undersized – When in doubt, go bigger with light fixtures.
✔ Mix different types – Overhead lights, sconces, floor lamps, and table lamps should all work together.
✔ Layer warm lighting – Soft white or warm LED bulbs make a space feel instantly more intimate.

Design Mistake to Avoid: Relying on a single overhead light. It creates harsh, uninviting spaces (think hospital vibes). Instead, sprinkle lighting throughout the room for a cozy glow.

Now that we’ve got the perfect finishes in place, it’s time for Phase 3: Selecting the Right Furniture & Decor to Complete the Space.

Phase 3: Furniture—Bringing It All Together

With your finishes in place, it’s time to bring in the furniture, textiles, and accents that make a space truly yours.

15. Plan Your Room in the Right Order

Joanna follows a structured approach to room design:

1. Room layout & floor plan

2. Rug (start from the ground up!)

3. Main furniture pieces (sofa, bed, dining table, etc.)

4. Textiles & accents (pillows, curtains, throws, etc.)

5. Greenery (plants add life & movement to a space!)

Each layer grounds the one before it—this is what creates that effortless, high-end look.

16. Always Go for the Largest Rug That Fits

✔ Rugs should be large enough to sit under major furniture pieces.
✔ Bigger rugs = a room that looks more expansive.
✔ When in doubt, size up.

If your rug is too small, your room will always feel visually disconnected.

17. Make a Room Feel Bigger With These Tricks

Joanna’s favorite design tools for expanding a small space:

✔ Oversized rugs—they make the floor space feel larger.
✔ Large mirrors—they reflect light and add depth.
✔ Big statement art—small decor can make a space feel cluttered.
✔ A neutral color palette—light tones create an airy feel.

18. Use Painter’s Tape to Map Out Your Layout

Before committing to a furniture piece, tape out its dimensions on your floor or wall using painter’s tape.

This helps you visualize scale and ensure there’s enough flow between pieces before you buy.

19. Material Choice Shapes the Mood of a Space

Your three words? They also apply to furniture materials. Different textures evoke different emotions:

✔ Leather → Rich, masculine, durable
✔ Linen → Timeless, airy, effortless
✔ Corduroy → Moody, nostalgic, cozy
✔ Bouclé → Textural, sophisticated, neutral
✔ Velvet → Dramatic, elegant, elevated

Find a material that aligns with the feeling you want your space to have.

20. Joanna’s Foolproof Pillow Formula

Overwhelmed by pillow choices? Joanna’s signature method:

1. Start with a large, textured pillow.

2. Layer in two smaller, patterned pillows. (One geometric, one organic—like florals or stripes.)

3. Vary the scale—avoid using two bold prints of the same size.

✨ This creates effortless dimension and balance on a sofa or bed.

21. Make Your Accents Meaningful

Joanna’s approach to decor? Make it personal.

✔ Frame a handwritten poem or letter.
✔ Display pressed flowers in a shadow box.
✔ Rummage through family heirlooms for unique bookshelf treasures.
✔ Salvage a piece of vintage wallpaper from an old home and frame it.

Your home should tell a story—your story.

Bringing It All Together

This is just a small slice of the design wisdom Joanna shares in her MasterClass. If you’re craving even more, take the full class here!

🌿 Looking for more design inspiration?

Watch this next—I’m taking you to R.H. England in the Cotswolds to explore the latest trends in British interiors!

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Mentioned in the POST:

• Quiz: Which Client-finding Method Matches You?

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*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

How Much Are Web Designers Charging in 2025?

Are custom-built sites being edged out by templates?

Is the Square Secrets Business™ course really worth the investment?

If you’re curious about any of these questions, you’re in the right place.

My last survey was back in the spring of 2022 (take a peek here if you’re curious!), and with so much having changed since then, it felt like the perfect moment for a refresh.

This time, I went deeper, gathering insights from a diverse group of 500+ participants—a mix of talented web designers, entrepreneurs, and aspiring business owners dreaming of saying goodbye to their 9-to-5 jobs this year.

The result? A treasure trove of insights that offer plenty of aha moments, actionable takeaways, and a fresh perspective on the industry today.

I also had the chance to connect with many of my Square Secrets Business™ students to uncover the measurable impact the course has had on their careers.

Spoiler: the results are as exciting as they are heartwarming (cue a little happy tear over here).

From the hurdles designers are facing to pricing strategies, client niches, and the design trends shaping 2025, this survey has everything you need to navigate—and thrive—in this ever-evolving space.

Whether you’re a fresh-faced designer eager to make your mark or a seasoned pro looking for renewed inspiration, there’s something here just for you.

So, pour yourself a cozy coffee (or perhaps a sparkling glass of something celebratory—I won’t judge), and let’s dive into the results together.

Experience & Education: Web Design Today

How long ago did you start your web design business?

We asked, “How long ago did you start your web design business?” and the results are in: nearly 90% of web designers surveyed have been at this for less than 10 years. Why? Because until recently, the tools needed to create custom websites—without a computer science degree—simply didn’t exist.

A decade or two ago, web development was more of an elite club than an accessible career. Joining meant dedicating years to coding, often with a formal degree as your golden ticket. 👩‍🎓

But even then, web developers weren’t crafting sleek sites for the neighborhood coffee shop or trendy boutique. Their focus? Mega-corporations like Google, Microsoft, and Apple. Small businesses were just beginning to realize that “www.” wasn’t just a weird prefix in commercials.

So, what’s changed?

Everything.

The past decade has completely redefined the industry. Platforms like Squarespace and Wix, alongside other web design tools, have transformed the field, opening doors for creatives everywhere. And the best part? You don’t need a coding background or years of experience to get started.

If you’re just stepping into web design and wondering if you’ve missed the boat, let me assure you: you’re right on time.

Here’s why this is your moment:

• Better Tools: Today’s platforms are intuitive, powerful, and full of possibilities. Drag-and-drop interfaces and polished templates give you a head start designers from a decade ago couldn’t have imagined.

• Endless Clients: Businesses now understand that a website isn’t a nice-to-have; it’s a must. From local shops to online entrepreneurs, there’s a growing market ready to invest in their digital presence—and in someone like you.

• Freedom & Flexibility: Unlike the 9-to-5 grind of the past, today’s web design world offers lifestyle freedom. Whether you’re working from your couch, a cute café, or a sunlit terrace overlooking the Italian countryside, the choice is yours.

The takeaway?

It’s never too late to join the world of web design. The tools, opportunities, and lifestyle perks have never been better, and now is your chance to step into an industry that’s still growing, evolving, and full of potential.

So, go ahead, grab your metaphorical (or literal) party hat, and dive in—you’re arriving just as things are getting good.

Web Design Styles: What’s Trending in 2025?

When we asked web designers about their favorite design styles, the results painted a picture as intricate and varied as a gallery at the Louvre. From timeless classics to bold new trends, here’s what’s making waves this year:

• 31.25% crowned Timeless, Elegant, Luxury as their top choice—a refined favorite that never goes out of style.

• 26.92% embraced Minimalistic, Simple designs, proving that sometimes less isn’t just more—it’s everything.

• 17.79% leaned toward Modern, Sleek, Edgy styles, the perfect pairing for tech-forward and innovative industries.

• 12.98% gravitated to Boho, Chic vibes, a cozy blend of creativity and warmth.

• 7.69% went bold with Colorful, Playful, Bold designs—an aesthetic with personality to spare.

• 3.37% favored the stark contrast of a Trendy Black & White palette, balancing drama and minimalism.

We also asked potential clients about their preferences, and the results spoke volumes: Timeless, Elegant, Luxury came out on top again, this time with an even more commanding 43.55%, while Minimalistic, Simple slipped slightly to 18.12%.

What These Results Mean

Timeless, Elegant, Luxury
This style is the belle of the ball in 2025, and for good reason. Its sophistication and poise make it the perfect match for high-end industries like fashion, real estate, and hospitality. Think of it as the design equivalent of a made-to-measure Italian suit: timeless, impeccably crafted, and worth the investment. For designers aspiring to the upper echelons of the industry, this is your opportunity to shine.

Minimalistic, Simple
A perennial favorite, minimalism is as reliable as a perfectly brewed espresso in Milan. Clean lines, understated elegance, and a focus on functionality make it a go-to across industries. And while trends come and go, minimalism has proven time and again that it’s here to stay.

Bold Colors & Playful Designs
Vivid and full of life, bold designs are making a comeback in 2025. But pulling them off is no walk in the park—it’s more like navigating a five-course Michelin-starred menu. To master this aesthetic, you’ll need an experienced eye and a strong grasp of color theory. Feeling confident? This style could help you stand out like a bright red Strathberry bag in a sea of neutrals.

Pro Tip: Want to learn how to nail bold colors or elevate minimalism? Check out my YouTube video where I reveal the secret to choosing fabulous color pairings for your website!

Modern, Sleek, Edgy
Polished, forward-thinking, and professional, this style is a natural fit for clients in tech and start-ups. It’s as much about innovation as it is about style, making it a versatile choice for designers who want to stay ahead of the curve.

Boho, Chic & Trendy Black & White
These niche styles offer something unique for specific audiences. Boho, Chic vibes are perfect for creatives and small businesses craving warmth and individuality—like a cozy Sézane sweater on a crisp fall day. Meanwhile, Black & White is a minimalist’s dream, delivering bold, high-contrast drama with a modern edge.

Which Web Design Platforms Are Designers Using in 2025?

It’s hardly a surprise that Squarespace emerged as the clear favorite in our survey, with a remarkable 78.70% of respondents choosing it as their primary platform.

So, what makes Squarespace such a standout choice?

• Client-Friendly Features: Post-launch, clients can manage and update their sites effortlessly—no coding bootcamp required.

• All-in-One Functionality: With blogging, e-commerce, and SEO tools built right in, there’s no need to wrestle with an endless array of plugins or third-party tools.

• Designer Versatility: For web designers, Squarespace strikes the perfect balance between ease of use and creative freedom. It allows for completely custom, polished, and nothing-like-the-template websites—all without writing a single line of code.

As a designer who specializes in Squarespace, it’s no shock that many of the survey participants from my audience are also devoted Squarespace enthusiasts.

The Other Contenders

While Squarespace dominated, a handful of other platforms also made a strong showing:

• WordPress claimed second place at 21.74%

• Shopify followed at 15.65%, the go-to platform for e-commerce-heavy clients.

• Showit landed at 12.17%

• Wix and Kajabi rounded out the results at 8.70% and 3.91%, respectively.

Does This Reflect Client Preferences?

Interestingly, this preference for Squarespace also seems to align with what clients want. According to the survey, 49% of potential clients were already using Squarespace for their own websites.

This synergy between designer and client preferences underscores why Squarespace remains such a dominant force in the web design space.

That said, it’s worth noting that the results likely carry a touch of bias—after all, this survey was conducted with my audience, and let’s just say I have a fair few Squarespace fans in my circle!

What niches are web designers serving in 2025?

When it comes to attracting consistent, high-paying clients, the advice is simple yet powerful: niching down is key.

Focusing on a specific audience not only helps you stand out but also allows you to become the expert clients trust and turn to—like the perfectly tailored Chanel suit of web design.

So, what niches are web designers focusing on?

Here’s a closer look at the results from our survey—a curated collection of inspiration to help you find the niche that fits your talents and ambitions like a glove.

The Big Earners: High-Value Niches

We also explored which industries bring in the most revenue for web designers—particularly those commanding $8,000+ per project. Unsurprisingly, certain niches stood out as clear winners:

• Health, Wellness, Fitness, Nutrition & Medical
  A standout favorite, this niche includes providers looking for websites as polished and professional as their practices.

• Interior Design & Real Estate
  Industries where aesthetics and functionality are non-negotiable. Designing for these clients lets you combine beauty with strategy to create spaces that sell.

• Travel & Hospitality
  From boutique hotels to luxury travel planners, this niche thrives on stunning visuals and seamless experiences. Think of it as the digital equivalent of a five-star concierge.

• Fashion & Beauty
  Bold, stylish, and statement-making, this niche is all about crafting websites that feel as iconic as a Strathberry bag.

• E-Commerce, Retail & Brick-and-Mortar
  With online shopping dominating the market, businesses are investing in e-commerce websites that blend effortless functionality with stunning design—because even the shopping cart deserves to look chic.

• Legal, Finance & Accounting
  Professionalism meets elegance in this lucrative niche, where intuitive designs inspire trust and confidence.

• Coaching (Business & Life)
  This booming industry is filled with clients looking for sleek, engaging websites that reflect their unique vision and connect deeply with their audiences.

Why Niches Matter for New Designers

If you’re just starting out, the idea of niching down might feel restrictive—like being asked to choose just one dessert from a French patisserie.

But here’s the truth: niching down isn’t about closing doors—it’s about opening the right ones.

When you focus on a specific audience, you can:

• Craft marketing that feels intentional and speaks directly to their needs.

• Build a portfolio that resonates with your ideal clients.

• Position yourself as the go-to expert in your chosen niche—making you not just a designer but a sought-after tastemaker.

And if you’re still exploring?

That’s perfectly fine. This list shows just how much room there is to experiment. Over time, you’ll find the niche that feels as aligned with your strengths as it does with your business goals.

How are designers finding clients in 2025?

Let’s be honest—when you read that referrals are the top way web designers book clients, it’s tempting to let out a dramatic sigh.

I can almost hear aspiring designers thinking, That’s all well and good for seasoned pros, but what about me?

Here’s the truth: referrals aren’t exclusive to veterans. Even if you’re just starting out, you can spark the referral chain by leaning into the network you already have—friends, family, former colleagues, or even that person in your Pilates class who casually mentioned they need a new website.

Everyone knows someone who knows someone.

Instagram & in person referals are also noteworthy.

1. Instagram
Let’s be honest—Instagram has never been my personal go-to. But hey, everyone has their thing! If you genuinely enjoy spending time on the app and find it easy to post consistently, it can be a fabulous marketing tool. It’s all about finding what works best for you.

2. In-Person Networking
Yes! in-person connections are still going strong in 2025. Whether it’s hosting a workshop at your local library, joining co-working spaces, or casually striking up conversations over coffee, there’s a certain magic to face-to-face interactions.

Want proof?

My past students have used this strategy to book clients they might have never found online.

For real-world examples, check out my interviews with Diane & Shannon, two designers who has mastered the art of in-person networking:

• Interview with Past Student Diane

• Interview with Past Student Shannon

Not Sure Where to Start?

With so many strategies on the table, it’s easy to feel a little overwhelmed. Which one fits your strengths? Your style? Your goals?

Take my complementary quiz to discover the client-finding strategy that’s perfectly tailored to you. Because finding clients should feel as seamless as slipping into your favorite cashmere sweater—not a guessing game.

Web Designer Income & Pricing

Let’s address the question everyone’s curious about: how much are web designers charging these days?

We asked, “How much does the average project cost your clients?” and here are the results:

• About 5% charge $500 or less—likely newer designers just dipping their toes in.

• Nearly 12% price projects between $500 and $1,000.

• 28.71% fall into the $1,000–$2,000 range.

• The largest group, 33.66%, charge $2,000–$4,000.

• Around 16.83% have climbed into the $4,000–$8,000 tier.

• A small but notable 3.96% are earning $8,000+ per project.

What This Tells Us

There’s no one-size-fits-all rate for web design. Pricing varies widely based on a designer’s experience, niche, and the scope of services offered.

But here’s the golden truth: competing on price is a losing game. If you’re keeping your rates low just to outbid someone else, you’ll always find yourself undercut. Instead, price based on the value you provide. Your expertise, ability to solve client problems, and the transformation you deliver are what make your services worth the investment.

Pro Tip: Higher price points often attract better clients. My student Helen discovered this firsthand—her low-ticket projects were often more demanding than her higher-priced ones. For the full story, check out my interview with her here.

Where Most Designers Land

The $2,000–$4,000 range is the sweet spot for many web designers, followed closely by the $1,000–$2,000 tier.

For those just starting out, this is an encouraging sign: reaching the $2K+ mark is achievable earlier than you might expect. And for seasoned designers? It’s a reminder to reassess your pricing regularly, ensuring it aligns with the level of expertise and results you’re bringing to the table.

Pricing by Experience

To dig deeper, we compared average project pricing against years of web design experience:

1–3 Years of Experience

For newer designers, most charge between $1,000 and $4,000, with the majority split between $1,000–$2,000 and $2,000–$4,000. A smaller percentage fall below the $1,000 mark.

What does this tell us?

Early-stage designers are building confidence, portfolios, and systems while honing their craft. But even at this level, mid-range rates are entirely within reach. If you’re nervous about starting out, take heart—there’s real potential to charge more than you might think.

4–6 Years of Experience

With 4–6 years of experience, designers typically settle into the $2,000–$4,000 range, with nearly 30% charging at this level.

That said, 29% are still in the $1,000–$2,000 range, which suggests some may be playing it too safe with pricing.

Here’s an opportunity:

if you’ve been designing for 4+ years and your rates still feel “beginner,” it’s time to reevaluate. Refining your offerings, honing your niche, and projecting confidence can open the door to higher-paying projects.

Notably, 16.67% of this group have moved into the $4,000–$8,000 range, showing steady upward momentum.

7–9 Years of Experience

This is where the pricing sweet spot becomes clear. A striking 80% of designers in this group charge $2,000–$4,000, with 20% confidently in the $4,000–$8,000 range.

What’s driving this shift?

These designers have likely refined their systems, found their niche, and built a roster of satisfied clients—all of which allows them to consistently command higher rates.

10+ Years of Experience

For the most seasoned designers, the majority (58.33%) are earning $4,000–$8,000 per project, and 8.33% have entered the $8,000+ club.

However, 25% of this group are still charging $2,000–$4,000. Why? There are a few possible explanations:

• Some may focus on high-volume services like VIP Design Days.

• Others might operate in niches with naturally tighter pricing ceilings.

• Or they may simply need a pricing reset to better reflect their expertise and the value they provide.

Whether you’re a beginner or a seasoned pro, your pricing should evolve with your skills, experience, and the results you deliver. Remember, clients don’t pay for the hours you spend—they pay for the transformation you create.

If your rates don’t feel aligned with your expertise, consider this your sign to reassess, refine, and level up.

The Statistics You Need to Know About Web Design Templates in 2025

Custom Builds vs. Templates:

Website templates have been making waves in the design world for years, and this trend isn’t going anywhere in 2025. But with all the buzz around templates, I wanted to dive deeper into the numbers:

• How popular are templates, really?

• Are they overtaking custom-built websites?

• How many designers are using semi-custom templates in their workflows?

So, we asked survey participants:

When a client requests a website update or redesign, how would you ideally like to approach the process?

Here’s what they said:

• 58.15% prefer creating custom-built websites from scratch.

• 32.60% love customizing a template they’ve designed themselves, offering clients a semi-custom solution.

• Just 9.25% opt to customize a template purchased elsewhere.

What These Numbers Reveal

• Custom Builds Are Still the Reigning Champion
  With over half of designers favoring this approach, it’s clear why: custom websites offer unmatched flexibility and personalization. They allow designers to create something that aligns seamlessly with a client’s brand, goals, and audience. It’s the equivalent of haute couture in web design—a perfectly tailored solution.

• The Rise of Semi-Custom Templates
  Nearly one-third of designers are embracing semi-custom templates—especially ones they’ve crafted themselves. This approach is the best of both worlds: streamlined workflows without sacrificing creativity or quality. Semi-custom templates allow designers to deliver polished, bespoke-like results while maintaining efficiency.

Why Semi-Custom Templates Are on the Rise

The growing popularity of semi-custom templates boils down to three key benefits:

• Efficiency
  Starting with a template you’ve already designed and refined can save time without compromising quality. It’s like having the base of a Michelin-starred recipe already prepared—ready for you to add your signature flair.

• Affordability for Clients
  Semi-custom templates provide a more budget-friendly option for clients who want elevated design without the investment of a fully custom build. It’s a win-win: luxury at a fraction of the cost.

• Scalability
  For designers managing multiple projects, templates help balance workloads while ensuring every client gets the high-caliber results they expect. They’re the secret weapon of designers who want to work smarter, not harder.

The data speaks volumes: while custom builds are still the gold standard, semi-custom templates are carving out a serious niche in the web design world.

What are the biggest challenges freelance web designers face in their business?

Finding Clients was the winner here. Approximately 30% mentioned client acquisition as their primary challenge, ranging from finding consistent work to targeting higher-paying clients.

Other challenges designers listed:

• Streamlining Workflows and Processes:

  • Around 25% expressed difficulties with setting up efficient workflows, onboarding systems, and project timelines to reduce overwhelm and improve profitability.

• Marketing & Visibility:

  • About 20% highlighted struggles with promoting their business, including challenges with social media marketing, creating a strong brand message, and generating leads.

• Pricing and Revenue:

  • Roughly 10% pointed to issues with setting and justifying their prices or finding clients willing to pay higher rates.

• Confidence and Design Skills:

  • Around 8% shared struggles with building confidence in their abilities or improving their design skills to feel competitive.

• Scaling and Passive Income:

  • Approximately 7% expressed an interest in creating additional revenue streams, such as template shops or digital products, to diversify income and reduce reliance on client work.

• Community and Support:

  • About 5% mentioned a desire for more connection with other designers for networking, mentorship, and idea-sharing.

The Impact of Square Secrets Business™ on Web Designer Income

Let’s get to the question everyone’s asking: does taking the Square Secrets Business™ (SSB) course truly make a difference for aspiring web designers?

The short answer? Without a doubt.

But let’s not just talk about it—let’s look at the numbers.

When we measured success, we focused on how much designers were earning per project rather than simply tallying up the number of projects.

After all, success isn’t about being busy for busy’s sake.

Would you rather juggle ten $1,000 projects or land one $10,000 client and reclaim your weekends?

Exactly.

Here’s how web designers’ income shifted after taking the course:

Before taking the course, majority of designers charged $1,000 or less per project, with a staggering 41% charging under $500.

After Completing the Course, the transformation was remarkable:

• The majority of SSB students—68%—charged $2,000+ per project.

• An impressive 27% entered the $4,000–$8,000 range.

This shift goes beyond just numbers. Square Secrets Business™ doesn’t teach you to work harder—it teaches you to work intentionally.

You’ll learn to confidently price your expertise and attract clients who not only value your skills but are willing to invest in them.

The Power of Joining Squarespace Circle

Higher rates are exciting, but how many clients are designers booking?

Here’s where pairing Square Secrets Business™ with a Squarespace Circle Membership becomes a game-changer. Designers who complete SSB and are Circle members are nearly 2x (1.93x, to be precise) as likely to land 7+ projects per year.

So if you haven’t already become a member, add that to the top of your list for this year!

Final Takeaways

As we’ve uncovered throughout this post, 2025 is brimming with opportunities for web designers and everyone else who are ready to elevate their craft, embrace thoughtful strategies, and position themselves as the experts their clients are searching for.

Whether it’s mastering high-value niches, crafting semi-custom templates that balance efficiency with elegance, or confidently stepping into premium pricing, success starts with being intentional about how you work—and who you work with.

Those who invest in their skills, refine their strategies, and step into their expertise are the ones thriving. It’s not just about building websites; it’s about creating a career or creative outlet that feels as fulfilling as it is rewarding.

So, there you have it: the full report on what it really means to live that #designerlife (and beyond) in 2025!

A heartfelt thank you to the web designers, freelancers, creatives, and everyone else who took part in this survey.

Your insights not only highlight the opportunities and challenges in the industry but also inspire others to carve out their own version of success.

We hope this data serves as a helpful guide!

Here’s to designing a business—and a life—that’s as intentional, rewarding, and beautiful as the work you create. 🥂

Feeling Inspired to Join Square Secrets Business™?

If these survey results have you dreaming of stepping into your next chapter as a web designer extraordinaire, here’s the deal: enrollment for SSB is currently closed—but that doesn’t mean you’re stuck twiddling your thumbs.

While the doors are temporarily shut, why not treat yourself to this webinar?

Finding Clients as a New Designer

It’s on the house and packed with insights to start transforming your web design business right now. Plus, by joining the course waitlist, you’ll be the first to know when those enrollment doors do open again (future you will thank you for it!) 👇

You’ll Also Love...

• My Productive Fall Routine & Surprising New Content Strategy

• My Cozy Cotswolds Weekend Itenerary

• 5 High-Paying Remote Jobs to Make $6K/Month

• How to Design Your Life (My Process for Achieving Goals!)

• How to Start A Successful Web Design Business (in 3 months!)

• How to Grow A Blog (Beginners Guide)

• Work-Life-Balance Advice from a 7 Figure Online Entrepreneur

• Money Mindset Expert - The Habits That Keep You Struggling

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Start Your Squarespace Site Workbook

• My Homepage Content Planner

• My Fav Stock Photos Site*

• Get 10% Off Squarespace with Code 10PAIGE*

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

Are you a beginner trying to build a website, but you don't want the website to scream

"An amateur DIY'ed me!" ?

Don't fret, I'm Paige, I've taught quite literally millions of people how to build sites on Squarespace, and I'll help you do the same today.

This is not your typical tutorial, we're going to be building this interior design company’s website together! 😍 👇

From finding your way around the back end of Squarespace, to styling the sites colors, fonts, spacing and buttons, to getting content onto the page, you'll learn it all. Of course, please follow along the steps & advice and put together a site for whatever dream you're launching, but the hope is that by building a real site together, you'll understand how Squarespace really works. So let's start!

Step 1: Setting Up Your Squarespace Site

Getting Started

Head to Squarespace.com and click Get Started. Depending on your setup, you’ll either see:

• A beautiful lineup of templates, ready for your perusal.

• A short questionnaire asking about your business.

✨ Pro tip: If you get the questionnaire, skip it. Trust me, this isn’t the curated shortcut you might be hoping for.

Why? Squarespace’s suggestions are based on the industry you select.

For example, if you’re a yoga studio in New York City, it’ll serve up yoga templates galore. The result? A website that looks eerily similar to every other yoga studio’s site—and let’s be honest, you deserve better.

Choosing the Right Template

Think of your template as your starting canvas. The closer it aligns with your vision, the less time you’ll spend adjusting styles later.

👉 Ask yourself: Does this match the look and feel I want for my site?

For this tutorial, I’ve chosen the Belisa template. While its demo content features a chic cocktail bar, that doesn’t matter. What counts is the layout and aesthetic, which we’ll customize to fit an interior design business.

✨ Time-saving tip: Starting with a template that aligns with your vision means less fiddling with fonts, colors, and spacing later on.

Understand Your Free Trial

Squarespace offers a two-week free trial, which is plenty of time to explore and start building. But here’s an insider secret: if you need more time, just contact Squarespace support and ask for an extension. I’ve done this multiple times and have never been turned down.

💡 Good to know: Your progress won’t disappear when the trial ends. If you pause, your work will be saved, and you can pick up right where you left off when you’re ready.

Step 2: Navigating the Squarespace Workspace

Preview Pane (Right-Hand Side)

This shows exactly how your site will look as you edit it. No need to save, switch views, or wonder if your changes worked—everything updates in real time.

💡 Why I love this: Seeing your edits live is as satisfying as the first sip of a perfectly brewed cappuccino.

Navigation Menu (Left-Hand Side)

This is your control center, where you’ll manage pages, design settings, and more.

Use the Search Bar for Easy Navigation

If you can’t find a tool or setting, use the search bar in the top left. Squarespace occasionally updates its interface, and this feature is a lifesaver when things move around.

Step 3: Set Your Styles & Build a Mood Board

Start with Fonts, Colors, and Buttons

Before adding any content, take time to set your overall site styles. While it might feel counterintuitive, this step is a game-changer for consistency and efficiency.

💡 Why Start Here?

• Consistency is key: Squarespace applies style changes globally. If you update a font or button style on one page, it updates across your entire site.

• Save time and frustration: Setting styles upfront ensures every heading, paragraph, and button looks cohesive from the start.

✨ Smart Tip: Create a test page to experiment with your styles before applying them to live pages.

Create a Mood Board Page

1. Navigate to the Pages Menu
   In the navigation menu, scroll to the Not Linked section and click the + button.

2. Add a Blank Page
   Select "Blank Page" and name it “Mood Board.” This page will act as your sandbox—a space to test fonts, colors, and layouts without affecting your live site.

Experiment with Styles

Use your Mood Board page to test how your site’s text, buttons, and forms look together. Adjust and perfect your styles here before applying them across your site.

Add Text, Buttons, and Forms

Adding Text Blocks:

1. Insert a Text Block:
   Click Add Block in the top-left corner and select Text. Once placed, your text block will appear as a blue rectangle. Click inside the rectangle to start typing.

   ✨ Pro Tip: Add sample text for each heading style (Heading 1, Heading 2, Heading 3, etc.) and paragraph text. This allows you to preview and tweak all your text styles in one place.

2. Adjust Text Styles:
   Highlight the text you want to edit, and use the dropdown menu to select a heading or paragraph style.

3. Resize the Text Block:
   If your text looks awkward or split across lines, resize the block by dragging the corners of the blue rectangle.

4. Link Text:
   Highlight your text and click the link icon in the text toolbar. From here, you can:

   • Link to another page on your site.

   • Link to an external URL (e.g., your Instagram).

   • Link to a file (e.g., a downloadable PDF).

   💡 Pro Tip: Keep links within the same tab for seamless navigation when linking to pages within your site.

Adding Buttons:

1. Insert a Button Block:
   Click Add Block and select Button. Drag the button to your desired location on the page.

2. Add Multiple Buttons:
   Add two more buttons, labeling them “Primary,” “Secondary,” and “Tertiary” for easy reference.

3. Style Each Button Type:
   In the Button Settings, assign each button a type (Primary, Secondary, or Tertiary) for clear distinction.

Adding a Form:

1. Insert a Form Block:
   Click Add Block and select Form. Drag the form to your preferred location on the page.

2. Expand the Section (If Needed):
   If the form doesn’t fit, expand the section height by dragging the blue adjustment handle in the bottom-right corner.

3. Style the Form:
   Open the Site Styles menu (paintbrush icon) and customize the form’s spacing, borders, and button styles.

   💡 Minimal and clean forms often work best—think of this as the “little black dress” of website design.

💾 Save Your Progress

Squarespace doesn’t automatically save your changes while editing, so make it a habit to hit the Save button regularly.

• Edits are private until saved: If your site is live, visitors won’t see your changes until you click Save.

• Preview your changes: Before exiting the editor, take a moment to preview your work and ensure everything looks cohesive.

✨ Pro Tip: If you’re redesigning an existing site, rest easy knowing your changes won’t affect the live version until you save them.

Step 4: Setting Up the Homepage

Your homepage is the digital storefront of your website—it sets the tone and invites visitors to explore further. In this step, we’ll walk through creating a custom homepage using Squarespace, from setting up the page to designing key sections that highlight your services.

Decide How to Start

• If your template already includes a homepage, you can start with that and replace the content. However, this often results in a site that feels too much like the template.

• To create something unique, I recommend building a new homepage from scratch.

Keep Your Current Homepage Live (Optional)
If you’re redesigning an existing site, leave your current homepage live while you work on the new one. Once the new design is ready, you can easily set it as the homepage.

• Click the Settings icon for the page.

• Select Set as Homepage and confirm.

Create a New Page

• Click the + icon in the Not Linked section of your navigation.

• Select Blank Page to start with a clean slate.

• Name the page (e.g., “New Home”) and hit Enter.

✨ Pro Tip: Keep your draft page in the Not Linked section while designing, so it’s not visible to visitors.

Step 5: Designing the First Section

Your homepage’s first section sets the stage for your visitors. Here's how to create a captivating and polished first impression.

Add a Section

1. Click Edit on your blank page and select Add Section.

2. Choose a pre-designed layout to kickstart your design.

Replace Images

1. Click on an existing image in the layout and select Edit.

2. Delete the placeholder image and upload your own file.

   • If you don’t have images ready, you can browse stock photos directly in Squarespace.

3. Prepare your images beforehand by renaming and resizing them for optimal loading speed and SEO.

✨ Pro Tip: If your image is cropped, adjust the focal point or resize the container by dragging its edges to fit your image better.

Add Text

Now this where my very handy homepage content planner comes into play. If you don’t already have the text content for your site mapped out, go ahead and grab your copy on the house! 👇

1. Use your content planner to determine what text to include in each section.

2. Copy your pre-written text and paste it into the text blocks.

3. Adjust the text style (e.g., heading or paragraph) to match your design hierarchy.

Enhance Readability

1. If your text is difficult to read over an image, add a shape block behind the text for contrast.

2. Drag the shape block to position it and resize it by pulling its edges.

3. Use Shift + Click to select multiple blocks (e.g., text and shape) for alignment adjustments.

Step 6: Adding Call-to-Action (CTA) Sections

CTAs are essential for guiding your visitors toward key actions, like exploring services or making purchases. Let’s create visually appealing and effective CTA sections.

Create a New Section for CTAs

1. Add a blank section below the first section.

2. Edit the section background color to differentiate it visually from the previous section.

   • Use your site’s color palette for cohesion.

Design the CTA Layout

1. Add a heading, paragraph text, and a button for your first service offering.

2. Include an image aligned to one side for visual interest.

   • Use the Fill option under Design to ensure the image fills its container.

3. Position the elements by dragging them into place for optimal layout.

Duplicate the Section for Additional CTAs

1. Instead of recreating the layout for your second service offering, duplicate the section.

2. Edit the content:

   • Replace the text and button link with information about the second service.

   • Swap out the images for ones that fit the second offering.

Formatting Tips:

• Try flipping the layout of the duplicated section (e.g., move the image to the opposite side) to create visual balance.

• Ensure the amount of text in each section is roughly similar for consistency.

• Cohesion is key. Avoid vastly different image colors or text lengths between sections, as this can feel unpolished.

Step 7: Adding Testimonials

Showcasing client testimonials is an excellent way to build trust and credibility. Let’s create a dedicated section that highlights the satisfaction of your past clients.

Creating the Testimonial Section

1. Add a New Section

   • Click Add Section in the editor and select a layout for testimonials.

   • A side-by-side layout works well for multiple client quotes, but feel free to pick a style that suits your brand.

2. Insert Client Testimonials

   • Paste in your client quotes one by one, ensuring each testimonial gets its own text block.

   • For a cohesive look, keep testimonials roughly the same length. If one is too long, summarize it for balance and alignment.

3. Adjust Spacing

   • Ensure there’s equal space above and below each text block.

   • Remove unnecessary blank space at the bottom of blocks by deleting extra line breaks or invisible spaces.

Styling Your Testimonial Section

1. Choose the Right Fonts

   • Opt for clean, readable fonts for the main text. Consider a decorative font for client names to add a touch of personality.

2. Play with Colors

   • Match the section’s background color to your site’s overall palette. For an elegant, feminine vibe, use light beige or soft pastels.

3. Add Design Elements

   • Include subtle touches like quote marks, small icons, or borders to make the testimonials visually engaging without overwhelming the design.

4. Align for Consistency

   • Use Squarespace’s grid system to neatly align text blocks. Consistent spacing and alignment give the section a polished and professional look.

Step 8: Save and Preview

Saving and previewing your work is crucial to ensure your website looks polished and cohesive. Let’s go over how to save your progress and refine your design.

Save Regularly

1. Squarespace Doesn’t Auto-Save

   • Make it a habit to click Save frequently to avoid losing changes.

2. Changes Are Private Until Saved

   • Any edits made are only visible in the editor until you hit Save. Visitors to your live site won’t see the changes until you publish them.

Preview Your Design

1. Exit the Editor to Preview

   • Click Preview to see how your design looks outside the editor.

2. Review for Cohesion

   • Check for proper alignment, readability, and a balance between text and visuals.

Refine as Needed

1. Tweak Elements That Feel Off

   • Web design is often a process of trial and error. Adjust any layouts, text, or visuals that don’t feel right.

2. Play Around with the Design

   • Experiment with spacing, colors, and images until your layout feels just right.

✨ Pro Tip: After styling your testimonials, save and refresh the page. Take a moment to review your testimonial section on a desktop screen to ensure everything looks perfect before moving on to the next step.

Step 9: Optimizing for Mobile

Your website should look just as stunning on a smartphone as it does on a desktop. While Squarespace automatically adjusts your design for mobile, a few tweaks can make all the difference.

Switching to Mobile View

1. Access Mobile Preview

   • In the top-right corner of the editor, click Mobile View to see how your site appears on smaller screens.

2. Review Each Section

   • Scroll through your site, paying close attention to key areas like testimonials, images, and text blocks.

   • Watch for elements that are out of order, overlapping, or misaligned.

Adjusting Testimonials for Mobile

1. Rearrange Elements

   • If blocks have shifted, drag them back into the correct order.

   • For example, move text above or below images for better alignment.

2. Fix Overlaps and Spacing

   • If text blocks overlap, resize them by dragging the blue toggles inward.

   • Add or remove vertical spacing as needed to create a clean, readable layout.

3. Resize Fonts and Blocks

   • Check the font size for readability. Adjust overly large or small fonts to ensure they’re legible on a mobile screen.

4. Double-Check Design Elements

   • Ensure quote marks, icons, or borders still look balanced and don’t overpower the section.

Final Mobile Touches

1. Save Your Changes

   • Click Save to lock in your adjustments.

2. Test on a Real Device

   • View your site on an actual phone or tablet. Real-world testing often reveals small tweaks you may have missed in the editor.

✨ Pro Tip: Mobile users expect a seamless, intuitive experience. Take your time to ensure everything feels polished and user-friendly.

Bonus: Creating Pop-Up Banners

Pop-up banners are a powerful way to grab your visitors' attention—whether you’re announcing a sale, promoting a freebie, or sharing important updates. Let’s create one together using the example of a pillow sale.

Setting Up the Pop-Up

1. Enable the Pop-Up:

   • Go to Marketing in the left-hand navigation menu.

   • Select Promotional Pop-Up and click Enable to turn on the feature.

2. Choose a Layout:

   • Click Change Layout to browse the pre-designed pop-up options.

   • Select a clean, modern design that complements your site’s aesthetic.

Designing the Content

1. Add a Headline and Message:

   • Example headline: Spring Sale Alert: 20% Off All Pillows!

   • Example message: Shop our exclusive collection of luxury pillows and save big. Offer ends Friday!

2. Add a Call-to-Action (CTA):

   • Include a button that links to the relevant page, such as your shop or sale category.

   • Example button text: Shop the Sale Now.

3. Link the Button:

   • Highlight the button and click the link icon to add a URL. For example, link it to your “Pillows” category page.

Customizing the Design

1. Upload an Eye-Catching Image:

   • Click Upload Image and select a photo of the pillows you’re promoting. Make sure the image is high-quality and styled to match your brand.

   • Use the Focal Point Tool to adjust the image focus and highlight the products.

2. Add an Overlay for Text Readability:

   • Adjust the Image Overlay settings to darken or lighten the background image so the text is easy to read.

   • Example: Use a soft beige overlay for a neutral, elegant look.

3. Style the Text:

   • Use bold fonts for the headline and smaller, clear fonts for the body text.

   • Match the colors to your site’s palette to ensure the banner feels cohesive.

Timing and Display Options

1. Set Display Timing:

   • Choose when the pop-up appears:

     • Timer-based: Show it after the visitor has been on the page for a few seconds.

     • Scroll-based: Display it after the visitor scrolls a certain percentage of the page.

2. Decide Where to Show It:

   • Choose whether the pop-up appears on desktop, mobile, or both.

3. Set Frequency:

   • For a limited-time sale, consider showing the pop-up once per visit to avoid annoying repeat visitors.

Preview and Save

1. Preview the Pop-Up:

   • Click Preview to see how your pop-up will appear on your site.

   • Make adjustments as needed to ensure the text, images, and layout look perfect.

2. Save and Test:

   • Click Save and refresh your site to test the pop-up in action.

   • Ensure the button link works and leads visitors to the correct page.

✨ Pro Tip: Use pop-ups sparingly. Overusing them can annoy visitors and drive them away. Stick to high-value announcements like sales, freebies, or sign-ups.

By following these steps, your promotional pop-up will be a polished, professional way to drive engagement and sales!

Step 10: Launching Your Website

You’ve done it—your website is ready to go live! Here’s how to make it public and share it with the world.

1. Adjust Site Availability

By default, Squarespace sites in trial mode are only visible to contributors (those managing the site). Follow these steps to make your site public:

• Access Settings

  • Go to Settings → Site Availability.

• Make Your Site Public

  • You’ll see the site is restricted to contributors only.

  • To make it public, you’ll need to upgrade your plan.

2. Choose and Upgrade Your Plan

Squarespace lets you design your site for free during the trial period, but you’ll need to select a plan to launch it.

• Extend Your Trial

  • Not quite ready to launch? Contact Squarespace support via email or live chat to request an extension—they’re usually happy to oblige.

• Upgrade to Publish

  • When you’re ready, click Upgrade to Publish in the site availability settings.

• Choose Your Plan

  • For most users, the Business Plan is the best option, especially if you’re not selling physical products.

  • If you plan to sell products or need advanced e-commerce features, explore the Commerce Plans.

• Payment Options

  • You can choose to pay annually or monthly.

💡 Pro Tip: Use my discount code PAIGE10 at checkout for 10% off your purchase. To maximize your savings, apply the code to an annual plan—it discounts the entire year, not just one month.

3. Launch Your Website

Once you’ve selected and paid for your plan:

• Finalize Setup

  • Squarespace will guide you through the last steps, such as entering your business address and payment details.

• Go Live

  • After completing the setup, your website will officially be live for the world to see!

🎉 Congratulations on launching your site! 🎉

Next Steps:

Now knowing the tech of how to build a site is one thing, but making it look good is quite another.

Nothing says "I'm an imposter business owner" quite like bad design.

But what exactly is bad design?

Watch this video next and I'll share with you the outdated trends you definitely want to avoid on your website this year!

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• Successful Entreprenuers Know These 4 Secrets

• What if Clients Can’t Afford My Rates? - A Web Designer’s Guide to Creative Niches

• Serving a Local Niche While Traveling: A Web Designer’s Guide to Digital Nomading

• 5 Must-Have Elements for Every Website Homepage

• How to Land More Web Design Clients - Jessica’s Method

• How this Stay-at-Home Mom Earns $6K/Month in Just 10 Hours a Week

• The Secret to Beautiful Websites (Without Being Creative)

• How to Grow A Blog (Beginners Guide)

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• Helen’s Website

• Quiz:Which Client-Finding Method Matches YOU?

• Get 10% Off Squarespace with Code 10PAIGE*

*Yup - that’s an affiliate link! My margarita fund thanks you kindly!

Rather read all about it?

Picture this: you’re landing $10K projects, earning thousands from affiliate links (with zero ongoing effort), and effortlessly landing new client projects all while enjoying your best life on a Caribbean tropical island.

Sounds like a dream, right?

Well, past Square Secrets Business™ student Helen is living proof that it’s entirely possible.

Helen, the creative mind behind Rising Tide Creatives, is giving us an all-access pass to her web design business that she’s operating from the stunning french island Martinique.

Now Helen and I chatted about all things travel + web design a few years back (you can catch up on that interview here!)

Since then, her business has blossomed in all the best ways, so I thought it was time for a much-anticipated round two!

From genius ways to incentivize referrals to lessons learned about efficiency, business regrets, and what she’d do differently today—this interview is packed with insights for web designers ready to grow with intention and strategy.

Now, for transparency: Helen was a paying student in my course, and later on, she joined my team—so yes, she’s someone I’ve worked closely with.

But this is all about her journey and what she’s achieved. So, grab your tea (or wine), and lets dive into it!

From Scuba Diving to Web Design

Helen, before becoming a web designer, what were you doing?

Answer: Before I became a web designer, I had quite the adventure! Immediately beforehand, I was running a dive and yoga center on a tiny island in Indonesia with my boyfriend (now husband).

Before that, I had a completely different career as a charity director.

So, you could say my journey has been a mix of scuba tanks and spreadsheets!

Did you have any experience in website design before?

Answer: None whatsoever! My only design experience was dabbling in Canva to redesign some dive menus and yoga schedules when I was running the dive shop. It was a leap of faith, really.

When COVID hit, everything changed.

I lost my job, my home, and suddenly found myself in a country where I didn’t speak the language. It was a challenging time, and I had to figure out what to do next.

Web design wasn’t something I planned for—it was more like something I stumbled upon out of necessity. But it felt like the easiest door to push open at that moment.

Peek Helen’s gorgeous site here! 👇

How did you land your first web design client?

Answer: My very first client was actually the wife of one of my husband’s best friends. She didn’t know how much to pay me, so she asked me to set my rate, and I told her to just pay me what she thought it was worth at the end. It was surreal at the time because I wasn’t even sure I could make this a “real” thing yet.

After that, I started teaching yoga online as a way to keep myself busy during the pandemic. That’s when I created a website for my yoga classes, and a few friends saw it. They asked me to create websites for them, and it sort of snowballed from there.

Finding Joy in Design and Strategy

What’s your favorite part of web design?

Answer: In the beginning, my favorite part was figuring out how to make things look beautiful and learning new skills along the way. I remember learning CSS early on, and when I finally got it to work, I felt like a magician! I was so excited about creating little interactive features like hover effects—it was like unlocking a secret world.

Now, my love for web design has evolved. While I still enjoy making things look beautiful, I’ve grown to love the strategic side of it even more. Combining aesthetics with functionality is incredibly rewarding, and it allows me to bring both my creative and analytical sides into play. It’s the perfect balance for me.

From $500 Projects to $10K Clients

Is the process of finding high paying projects different from finding smaller projects?

Answer: Honestly, it isn’t that different. A lot of my work now comes from partnerships or referrals. When I say partnerships, I mean people I’ve worked with in the past who continue to send clients my way because they enjoyed working with me.

One thing I do that’s been very effective is incentivizing referrals. For example, I’ll offer past clients a bonus or a thank-you gift if someone they refer ends up hiring me. I’m pretty generous about it, especially with clients I loved working with—those who had similar budgets to the ones I want to work with now.

That said, the difference between finding a $10K client and my first smaller clients is definitely in how I position myself now.

Back then, my first clients were personal friends or people who were starting small side hustles with limited budgets. They weren’t serious, established businesses yet.

• These days, I’m much more strategic about making it clear to my ideal clients that I want to work with people like them.

• I also encourage clients to share my work if they enjoyed the experience, and I make it a point to express my gratitude—sometimes even with a dinner or a thoughtful gift.

How does a $10K project compare to smaller projects in terms of workload? Is it worth it?

Answer: Absolutely. In fact, a $10K project often requires less time than some of the smaller projects

I worked on earlier in my career. For example, one of my first projects was for €500, and it was for an artist with over 120 pieces of artwork. Each piece had to be set up as a blog post with tags for the size, medium, and year. It was hours and hours of admin work.

In contrast, the $10K project I recently completed included brand strategy, design, and web design. We turned everything around in about three weeks, and I wasn’t even working full-time hours on it. I’d say I worked about 20–25 hours a week on that project, which is significantly less than the time I spent on those €500 projects early on.

The key difference isn’t the time spent but the value provided. For the $10K project, I focused on creating a brand and web presence that could help the client land their own high-ticket clients and significantly increase their revenue.

It was about helping them meet their goals, which made the project much more valuable than just completing admin tasks or designing something visually appealing.

What helped you transition from smaller projects to offering such high-value services?

Answer: It’s really a combination of time, experience, and education. Each project I’ve taken on has been 50% about doing the work for the client and 50% about learning. You gain so much insight from immersing yourself in the world of your clients’ businesses.

Most of my clients are service-based or run online businesses, so I’ve learned a lot about what works and what doesn’t. This allows me to offer more value without it necessarily taking more time.

I’ve also become better at asking the right questions and having coaching-style conversations with my clients, which adds a lot of value to the process.

In the beginning, I wanted a clear answer—like,

“What’s the one thing I need to do to succeed?”

But the reality is, the most important thing is to stay open to learning. Ask lots of questions, engage with other web designers, and be a sponge for knowledge.

While investing in education is important, so much of the growth comes organically from simply doing the work and learning as you go.

Navigating Expectations and Profits in Web Design

Is there a difference in client expectations between a $10K project and smaller ones, like $3K or $5K projects?

Answer: Surprisingly, I’ve found that clients who pay more are generally lower maintenance.

In the beginning, I used to project my own financial mindset onto my clients. For instance, when I was just starting out, €500 felt like a huge investment, so I assumed my clients would feel the same. That made me overthink their expectations.

But the truth is, what’s significant to one person might be insignificant to another—some people might not even notice €500 missing from their account.

Stepping into the mindset of your client is critical. Over time, I’ve learned to stop placing my own financial lens on my clients and focus on delivering the value they’re looking for. At the end of the day, it’s a business-to-business transaction. It’s not personal—it’s a business investment for them, and I’m providing a professional service in return.

This mindset shift helped me let go of the fear of “needing to overdeliver” just because the price tag was higher. I simply focus on delivering what I promised, and that’s mutually beneficial for both of us.

How do you focus on profit and evaluate the time you invest in projects?

Answer: I’m all about tracking profitability—not just revenue.

Recently, I crunched the numbers in my business to figure out how much time I spend on different revenue streams and which parts of my business are most profitable.

This year, I made around $35,000 from client work while only working 4–5 hours a week on average.

When I broke it down, I realized I was earning roughly $150 an hour from client work, which includes everything—design time, review calls, setup calls, emails, and admin.

Interestingly, my VIP days are even more profitable than custom projects.

For example:

• I charge around $6,000 (€6,000) for a VIP day, which typically involves 7–8 hours of work.

• In comparison, while my recent $10K project was great, it wasn’t as profitable as my VIP days.

This reflection has been so important for me because it’s not just about how much money a project brings in—it’s about how much time it takes and what I’m left with at the end of the day.

Taking the time to look back and evaluate profitability is crucial. Revenue is one thing, but profitability is what truly matters.

What are your other revenue streams beyond client work?

Answer: One of my main marketing strategies is blogging, and that has opened up additional revenue streams for me.

I’ve earned a few thousand dollars from affiliate links on my blog, which feels like “money on the side.” It’s such a nice supplement to my client work, and because it’s largely passive income, it doesn’t require much ongoing effort.

Expanding Revenue Streams with Blogging

How did you start building blogging as a revenue stream?

Answer: Blogging was a strategy I connected with when I took Square Secrets Business™. It just clicked for me. When I started my business, my blogs weren’t amazing, but I approached them as helpful resources for my clients.

For example:

If a client needed guidance on something, I could point them to a blog post, which made the process feel less daunting.

Over time, I learned more about content marketing, especially through Audience Academy, which helped me refine my approach.

Now, my site gets about 2,000 visitors a month, and my email list has grown to over 1,000 subscribers. It’s still small, but it’s growing steadily.

One of my top-performing posts is about Squarespace plugins. In it, I share free plugin options and also link to paid plugins or tools, like a Chrome extension for SEO. Many of these links are affiliate links, which generate a few hundred dollars a month without any extra effort.

It’s not a huge amount, but it’s significant because it covers my business expenses like website and email subscriptions.

Leveraging Squarespace Circle for Extra Income

What is Squarespace Circle, and how do you earn from it?

Answer: Squarespace Circle is a program for designers who’ve worked on at least three Squarespace sites. It’s simple to qualify, and it comes with perks like learning resources and a supportive community.

A few years ago, Squarespace introduced a referral payment for Circle members. Essentially, if I start a Squarespace site for a client and they subscribe, I get a kickback. This includes subscriptions for websites, e-commerce, scheduling, email marketing, and more.

For example:

With a business plan subscription, I can earn $100, and it increases with higher-tier plans. If a client adds other features, the referral earnings can climb to $200–$300 per project.

Offering Free Templates and Lessons Learned

Have you used templates as part of your strategy?

Answer: A couple of years ago, I created a free Squarespace template as a lead magnet.

While it worked well for growing my email list, I’ve mixed feelings about it in hindsight. It was good enough to be a paid product, so I feel like I missed out on revenue there.

That said, the upside was earning Circle referral benefits every time someone built a site using the template. Offering templates to clients is another way to tap into this benefit.

Affiliate Links Beyond Squarespace

Do you earn affiliate income from other tools?

Answer: Yes! There are so many tools that clients need and these extra links can add up. If I recommend a tool as part of a project, that’s another potential $50–$100 kickback. When combined with the Squarespace referrals, this can easily add $300 or more per project.

A few ideas:

• Cookie policy generators

• Email marketing software

• Stripe integrations

Building an International Client Base

How do you manage budget & langauge barriers with clients in different countries?

Answer: Great question! Initially, I thought I’d specialize in bilingual French websites, especially for tourism businesses in France targeting an English-speaking market. But interestingly, I’ve never really worked with French clients—maybe once!

I’ve found that the budgets in the local expat or small business groups I joined didn’t align with the type of clients I wanted. So instead, I focused on marketing where my ideal clients are—mainly in the U.S.

This has worked seamlessly. Even though I advertise in euros (as required by my French-based business), it’s never been an issue. My clients don’t care where I’m based, as long as I deliver quality work.

For anyone in a similar position—whether it’s a language barrier or budget concerns in your local market—it’s all about being intentional.

• Market where your ideal clients are and build visibility there.

• If English isn’t your strong suit, you could target expats from your country living in places like the U.S.

It’s such a flexible industry; you can work with amazing people globally if you position yourself right.

Why Invest in Online Courses?

Why did you decide to invest in Square Secrets Business™?

Answer: Honestly, I hesitated for a long time. After losing my financial security, investing in a course felt like a big deal. My confidence was low, and I didn’t trust myself to make it work.

Eventually, I realized I needed guidance. Despite having a solid career background, I wasn’t seeing results in my business.

I had too many questions and didn’t know what I didn’t know. Taking the course gave me clarity and confidence.

It showed me I was already doing a lot right, but it also taught me so much about running the business side of things—things I hadn’t even considered.

What was the biggest game-changer for you after taking Square Secrets Business™?

Answer: Simplifying everything! Before, I thought I needed an overly complex, hyper-personalized process to justify my prices. But the course helped me see that’s unnecessary.

Now, my contracts are simple, clear, and aligned with what I actually want to deliver.

It also taught me the importance of profitability, not just revenue.

I used to take on projects that were way too time-consuming, but now I focus on what’s both profitable and enjoyable.

For example: I’ve started doing VIP days—designing simple websites in a single day. These are joyful to deliver, super efficient, and highly profitable.

What would you say to someone considering the course?

Answer: Ask yourself: “What’s my goal, and what’s the fastest way to achieve it?”

If your goal is to build a successful web design business, whether as a side hustle or full-time job, it’s hard to see a better option than taking the course.

It’s not just a roadmap—though that’s invaluable—but it also addresses mindset, which is often the biggest barrier.

The templates save so much time and stress, and the community is a huge bonus. Starting a business can be lonely, but having people to share the journey with makes a massive difference.

If I could go back, I’d take the course from day one. It would’ve saved me so much time, energy, and second-guessing.

For anyone serious about their goals, it’s absolutely worth the investment.

Wasn’t that inspiring?

Hearing real success stories like this reminds us that building the business you dream of is absolutely possible—and it starts with finding the right clients.

Here’s the thing:

The best client-finding method isn’t about chasing the latest trend or jumping on every shiny object someone says is 'the thing.'

It’s about discovering a strategy that feels natural, works for YOU, and helps you connect with the clients you actually want to work with.

With my quiz: 'Which Client-Finding Method Matches Your Personality Type?' You’ll uncover the perfect way to land dream clients—without the overwhelm or endless trial and error and start building your dream business today.

I can’t wait to hear about which result you get!

You’ll Also Love...

• How to choose colors for a website using the 60-30-10 rule

• Successful Entreprenuers Know These 4 Secrets

• What if Clients Can’t Afford My Rates? - A Web Designer’s Guide to Creative Niches

• Serving a Local Niche While Traveling: A Web Designer’s Guide to Digital Nomading

• 5 Must-Have Elements for Every Website Homepage

• How to Land More Web Design Clients - Jessica’s Method

• How this Stay-at-Home Mom Earns $6K/Month in Just 10 Hours a Week

• The Secret to Beautiful Websites (Without Being Creative)

• How to Grow A Blog (Beginners Guide)

Prefer to watch?

Here’s the video!

Mentioned in the Video:

• How I Grew a Successful Business Without Social Media

• Plan With Me for 2025

Rather read all about it?

It’s Time to Let Go.

It’s the New Year, and I’m finally parting ways with the so-called ‘life-changing’ third blender that’s been changing absolutely nothing—except hogging precious space in my kitchen.

After some careful reflection, I’ve also decided that my corded vacuum no longer meets my elevated lifestyle goals for 2025.

Let’s be honest—who wants a cleaning tool that doubles as a trip hazard!? We’re cordless now people.

If you’re also feeling like your home, your to-do list, your expectations of yourself, or even your subscriptions are getting a little out of hand, let’s declutter together.

Let’s be real—half the things I’m decluttering are probably on your list too.

You don’t judge me, I won’t judge you.

So many of you loved my Plan with Me video where we set goals for the New Year. But let’s be honest: this declutter might be exactly what frees up the space you need to actually achieve those goals. Big statement, I know, but why not? Let’s dive in.

Here are 25 things I’m decluttering from my life and work in 2025.