The Secret to No-Code Web Design: How SquareKicker is Changing Squarespace Forever
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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.
Check out their website here! 😍
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?
The result?
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!
