Creating a Content-First Web Design Approach with Dave Hawkins
Location: London, UK
Started using Squarespace: 2014
Title: Founder & Squarespace Expert, Made by Dave
Dave Hawkins, the strategic mind behind Made by Dave and Squarehead, is a Squarespace Expert, Circle Platinum Partner, and Community Leader known for building successful, audience-centric online experiences.
With a background in project management, this Squarespace educator and web designer is dedicated to enriching fellow web designers and members of the Circle community with his web design insights.
In this interview, Dave reveals the core principles that guide his team, invaluable design tips and hacks, and the reasons his team uses Squarespace to deliver exceptional results for clients.
Why did you start using Squarespace, and why does your team still use it?
Back in 2014, I was working for an international not-for-profit organisation. At the time, they had around 60 country-specific websites that needed a serious refresh and brand update.
After looking into different options, the team landed on Squarespace. It made sense. It was intuitive, user-friendly, and flexible enough for people of all skill levels. Plus, with the ability to customise and roll out templates across different sites, it ticked all the boxes.
As I worked on those sites, something clicked for me. I realised just how straightforward the platform was and how it opened the door for creativity without the chaos. That’s when a thought started forming: what if I used this to explore my own creative side hustle?
Around the same time, I had a few friends who were either unhappy with their current websites or didn’t have one at all. So I offered to help, pro bono. It was a win-win. I got to build a portfolio, and they got websites that worked for them.
Fast forward to now, and Squarespace has remained our go-to. We've been using Squarespace exclusively for all these years, not just because it is easy to design with but because it’s just as easy to hand over finished sites to clients. Clients aren’t left scratching their heads or dependent on us for every update. They feel empowered to take control of their own site, which is exactly how it should be.
What’s something you wish you knew when you started your web design business?
I still remember the moment it really hit me…always ask for a deposit.
Back when I first started building websites, I’d often dive right in. Sometimes, I’d have 50% of the site already done before even showing the client or asking for money. I told myself, “It’s fine, I’ll just charge them for the time I’ve already spent.”
But then one day, a client changed their mind. Completely. They decided to go in a totally different direction, which is not what I was expecting to hear. And just like that, all those hours I’d poured into the project? Gone. No payment, no compensation, just wasted time.
That experience taught me the hard way: don’t start without a deposit. It’s not about being strict, it’s about making sure both sides are committed from the start, and also valuing your time.
What core web design principles consistently guide your work, no matter the project?
1. A content-first approach
When it comes to designing websites, I’ve found that starting with the content always leads to better results. Design should support the content, not the other way around. It’s easy to create a layout that looks great with just a few lines of text, but if the content suddenly doubles, the entire design might need to change. That’s why we find a content-first approach is key.
2. Clarity and simplicity
Every page should have a clear purpose. Visitors should be able to find their way around without having to think too hard. The best sites feel intuitive. That often means stripping things back, limiting distractions, and not being afraid to use whitespace. Simplicity isn’t about being plain, it’s about being focused.
3. User-centered design
Design should always be built from the visitor’s perspective. What are they looking for? How do they want to feel? What action do we want them to take? That’s where things like visual hierarchy come in. Choosing the right text size, colour, contrast, and placement helps guide their eye through the page. Headlines draw attention, while subheadings and buttons point the way forward.
4. Consistent branding
Finally, consistency in branding makes a huge difference. When typography, colours, imagery, and tone of voice all work together, it builds trust. The site feels professional, cohesive, and intentional. That helps people feel confident in who they’re working with.
Your team is made up of Squarespace designers, but you also offer services like branding and asset creation. How do these complement your team’s core web design competencies, and how do you build a team with strong skills beyond just web design?
At the heart of what we do is Squarespace web design. But over time, we’ve found that services like branding and asset creation naturally complement that core offering. After all, a website isn’t just about structure and layout. It’s about telling a story, building trust, and creating a strong first impression, and that all starts with clear, consistent branding.
Often, when we begin a website project, clients realise they need more than just a new design. Maybe their logo feels outdated, their colour palette is inconsistent, or they don’t have strong visuals to support their content. By offering these alongside designing the site, we’re able to help clients bring everything together in one place. It makes the process smoother and the final result more cohesive.
In the end, it’s about more than just building good-looking websites. It’s about helping people show up online in a way that feels clear, confident, and aligned with who they are.
What are some design tips and tricks your team leans on to build clients better sites?
One key tip is to really consider the type of content you have before jumping into design. It’s not just about making things look good, but about presenting the content in the most clear and natural way.
For example, auto layouts for list sections are surprisingly versatile. You can use them for services, features, testimonials, or team pages. Once you see how flexible they are, you’ll find many ways to use them.
Another useful feature is the shape block. It’s more than just a simple shape. You can use it to create border outlines or split sections with colour changes to add interest without overcomplicating things or adding extra code to a site.
The trick is to focus on your content first and then explore how these tools can bring it to life in a clean, purposeful way.
What's your favorite Squarespace hack? And what’s your go-to line of code?
If you want to hide something specifically on mobile, resize it to make it really small, then use the layers and hide it behind something else, like another block. It’s a simple concept that requires no code, just some creative thinking.
In terms of using code, when you write text on a web page, sometimes a line is too long to fit, and so needs to break onto the next line, or some text just lingers. Normally, the browser just breaks the line wherever it fits best, without caring how it visually looks.
Introducing “text-wrap: pretty”, this tells the browser to break the text up in a more natural-looking way, especially in longer blocks of text.
h1, h2, h3, h4 {
text-wrap: pretty;
}
This works really nicely for headers and is one of my go-to lines of code, along with “text-wrap: balance,” which does something similar for paragraph text.
p {
text-wrap: balance;
}
How do you make the most of Circle membership?
We joined Circle back in 2016 and have loved being part of it ever since. From extended free trials for clients to the helpful resources and answers in the Circle Forum, it has been a great support to learn from over the years. But what really stands out is the community.
The Circle community is made up of generous, knowledgeable designers who are always willing to help without expecting anything in return. It’s that spirit of collaboration that makes you want to give back and keep the momentum going for others to benefit from.
Being part of Circle has shaped how we work, reminding us that we’re not just building websites, we are part of something bigger.
Key takeaways
The following are key insights from Dave’s interview:
Use the client’s content to inform every page’s design and make the most impact
Clear, consistent branding throughout the website is essential to building trust and creating a strong first impression
Consider charging a deposit to ensure your client’s commitment to you and their project
Streamline the design process (and potentially earn more money per project) by offering logo and color scheme design services
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.
