From Pretty to Profitable: Kristine Neil’s Blueprint for Web Design Success
Location: Vancouver, Washington, and the Shenandoah Mountains of Virginia
Started using Squarespace: 2012
Title: Web Designer & Squarespace Expert
Kristine Neil has made a name for herself as a leading voice in ecommerce web design. As a strategy-driven designer, she approaches every project as a true business partner with a single goal in mind: to build websites that convert. Her career started long before Squarespace, and she has spent decades refining her approach to ensure a website is not just beautiful but a powerful tool that drives growth for her clients.
In this interview, the Circle Platinum Partner and Community Leader shares the foundational principles that have guided her toward building websites that are not just well-designed but also highly profitable.
What originally drew you to web design, and how did you get your start in the industry?
I’ve always been drawn to the mix of creativity and problem-solving that web design requires. I started building websites back in the early 2000s (way before Squarespace!) and what hooked me was how a website could completely change not just how a business looks, but how it performs. Suddenly, this “cool, pretty thing” could also deliver real, measurable ROI. That shift—from decoration to asset—is what made me obsessed with designing more strategically.
In practice, that means leaning on solid UX principles and understanding buyer psychology. Whether it’s converting more visitors into buyers or helping organizations communicate their mission more clearly, Squarespace has long been my go-to. It handles so much of the heavy lifting, which frees me up to focus on what really matters: strategy.
You’re known for your work with ecommerce clients, but you also design sites for nonprofits. What are the unique considerations when designing a website for an organization that relies on donations or community engagement?
With nonprofits, the hardest part is balancing storytelling with action. You’ve got to make the mission clear and compelling, but also make it ridiculously easy for someone to jump in—donate, sign up, volunteer, whatever the ask may be. Unlike ecommerce, where a product page does most of the heavy lifting, nonprofits have to connect emotion with clarity.
And the design can’t trip anyone up along the way. Even the tiniest roadblock—a confusing form, too many clicks—can mean a lost donation or a missed opportunity to grow their community. That’s the last thing any nonprofit wants.
When working with clients, how do you manage their expectations and ensure a smooth, collaborative process from start to finish?
The key is setting clear expectations up front. A lot of frustration comes from not being on the same page; the client thinking one thing and the designer thinking another. I follow a general process, but every project is unique, so I make sure proposals and early conversations outline exactly what’s included and who’s responsible for what.
That also sets the tone for how I like to work: collaboratively. I treat clients like partners and expect the same in return. At the end of the day, it’s their business—they know it better than anyone—so their input is essential. My role is to translate their goals into a website that works and to keep things moving without overwhelming them.
By the end of a project, I want them to walk away not only with a site they love, but with ideas for future phases and the excitement to keep building together. That’s when I know we did it right.
What design principle is essential for creating the best user experience, especially when you're creating a strategic "clean-up" or full custom build for a client who has outgrown their starter site?
Clarity. If a site isn’t clear, the design doesn’t matter—full stop. Visitors should know immediately what the business does, who it’s for, and what the next step is.
Clients often think a few copy tweaks or style updates will fix everything, but nine times out of 10, the real issue is structure. That’s why I usually drag it back to a good old-fashioned sitemap. Over time, sites get bloated with extra pages, outdated menus, links to products that don’t even exist anymore (we’ve all ignored those too long). Cleaning that up might not sound glamorous, but honestly, it’s the stuff that makes the rest of the design actually work.
When a client comes to you for a site redesign, what are the key questions you ask to understand their business needs and ensure the new site meets their goals?
The first question is always: What’s working and what’s not? That uncovers the pain points, but it’s just the start. From there, I ask what they want the new site to accomplish that the current one can’t. Sometimes it’s about selling more directly online. Sometimes it’s credibility. Sometimes it’s something less flashy but just as important, like saving the team time by automating what used to be manual.
Then we talk about audience: who they’re trying to reach, how those people are (or aren’t) finding them, and what’s standing in the way. Those three areas (pain points, goals, audience), that’s where strategy lives.
A redesign isn’t just a new coat of paint. It’s about building a tool that moves the business forward. Skip those foundational questions, and you end up with a site that looks better but doesn’t perform better. And honestly, that’s not the kind of project I want my name on.
We've previously covered your ecommerce tips, but what is it about Squarespace that makes it your go-to for building client ecommerce websites?
Squarespace gives clients the flexibility they need without drowning them in complexity. Most small and mid-sized businesses don’t need an enterprise-level platform; they need something that works, looks good, and is easy for their team to manage day-to-day. Squarespace hits that sweet spot.
And it can scale further than people realize. Between custom code and the community of developers and plugin creators, there’s almost always a way to make the “out-of-the-box” ideas possible. That’s where I come in: clients want someone who sees possibilities, not roadblocks, and knows how to turn those ideas into something real.
What is your favorite part about being a Circle member?
The community, hands down—I didn’t even have to think about it. Having a network of other designers who “get it” makes all the difference. It’s a space where people share real-world solutions, ideas, and support.
I’ve made some of my closest professional connections (and plenty of great IRL friends) through Circle, and it’s a big reason I’ve stayed so involved. Honestly, I can’t imagine doing this work without it.
Anything else you’d like to share with our readers?
If I could give one piece of advice, it’s this: don’t just build websites, build tools. A site that looks great is fine, but a site that actually works for the business is what earns trust and repeat clients.
Early in your career, it’s easy to think design is mostly about aesthetics—colors, fonts, layouts. But the real differentiator is strategy. When you can connect design decisions to business outcomes, you go from “web designer” to trusted partner.
I also wish I’d had a connection to this community earlier. For anyone new here: it’s an incredible asset. Ask questions, share what you know, collaborate. Some of my best growth has come from conversations with other designers who not only get the challenges but who push me to do better work and try new things.
At the end of the day, the internet evolves quickly, but the principles don’t: clarity, usability, and trust. Keep those at the center of your projects, and you’ll always deliver work that matters. Pretty is fine, but profitable is better.
Key takeaways
Build websites that are strategic assets by focusing on a site’s ability to deliver measurable business results
Prioritize clarity, ensuring each site’s structure and sitemap are clean and simple so visitors know exactly what action to take
Ask foundational questions about your client’s pain points, goals, and audience to establish how their website can drive business growth
Set clear expectations and foster a collaborative partnership with clients that streamlines the project and builds trust for future work
Leverage community by seeking support, sharing knowledge, and collaborating with peers to stay sharp and inspired
Read more of Kristine’s tips on the Circle blog:
Watch Kristine build an ecommerce site:
Want more?
Check out Squarespace Circle, Squarespace’s program for professional designers and web design agencies. Along with exclusive content, discounts, and other perks, Circle brings professionals together from across the globe to exchange advice while connecting with new clients and collaborators.
