What If You Didn’t Have to Post on Instagram to Get Clients? — Erin’s Story
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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!
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