How Aaron Soto Creates and Collaborates With Culture and Intention
Location: Amarillo, Texas
Started using Squarespace: 2018
Title: Founder
Aaron Soto is a Squarespace Expert and Circle Community Leader whose agency reflects both his creative roots and his vision for the future. The first-generation Mexican American brings creativity, collaboration, and cultural heritage to web design projects, working alongside his team to strategically position his clients in the digital landscape.
With a thoughtful approach to design and client work, Aaron reveals what’s in (and out) in web trends, how he keeps clients coming back, and what matters most when building engaging websites.
What first got you interested in web design, and how did your journey begin?
Honestly, it all started with MySpace. I got really into customizing my profile, breaking down templates, tweaking the HTML, and making it feel like me. That curiosity snowballed from there. I've always appreciated the balance between creativity and structure, and web design provided me with a way to blend both.
After college (I got my degree in international business and took a few marketing classes along the way), I worked at a couple of internet marketing agencies in the Portland area. Eventually, I moved back home, began learning front-end development online, and took on a role as a marketing manager. Around that time, I was also building websites for friends and family, mostly just helping people get their businesses online, and the referrals started to grow from there.
I discovered Squarespace early in my freelance career, and loved how easy it was to design and hand off to clients. They could manage their sites without having to call me every time they needed to change a photo or update a price, and at the same time, the platform made it easy to grow with them. Whether they needed ecommerce, a Member Site, or wanted to start offering courses, Squarespace had the native tools to support all of that.
Your agency name, “Sueño and Co.,” reflects the idea of bringing a creative vision to life. How does Squarespace support your mission?
"Sueño" means "dream" in Spanish, and it's a word that carries deep meaning, not just personally, but for the values behind Sueño and Co. It reflects my Hispanic roots and the journey of being first-generation here in the US, where my family's dream was to create a better life for us. That foundation shaped how I approach my work: with care, intention, and a focus on building something that lasts.
Now, I get to help business owners bring their dreams to life, often guiding them through their first big step into the digital space and helping them show up with confidence. The "and Co." is a nod to how we work in collaboration, not just as a service provider, but as a creative partner.
Squarespace supports Sueño and Co.’s mission because it gives us a platform that's clean, flexible, and built to grow. Clients can launch with confidence and keep building as their needs evolve, whether that means selling products, adding a blog, or expanding into courses. And because the platform is so intuitive, they can stay involved without feeling overwhelmed. It's a great balance: we get to focus on strategic design, and they get a site that feels like theirs from day one.
What’s your approach to using Squarespace to build websites that tell a strong visual story for your clients?
For me, it always starts with strategy—not just what the client wants on the site, but where they want to go. I ask a lot of questions upfront to understand their goals, their audience, and how they want people to feel when they land on the site.
From there, it's about making sure the design, copy, and structure all work together. Visual storytelling isn't just about looking good; it's about guiding someone through a journey. I use layout, pacing, and hierarchy to help people navigate naturally and connect with the brand.
Squarespace gives me the flexibility to strike that balance between structure and creativity. I can build something clean and intuitive, but still bring in those thoughtful design touches that make a brand feel elevated and distinct.
You offer a retainer plan for certain clients. How do you decide which clients would benefit from a long-term partnership with you? How do you maintain long-term relationships with them?
Retainers work best for clients who aren't just launching and walking away; they're evolving, trying new things, and know their website and brand need to grow with them. I look for clients who value having a creative partner in the loop, someone who understands their brand and can help them move with intention as their business grows.
We offer both monthly and quarterly retainers, depending on the client's level of activity. Monthly works well for fast-moving teams launching new campaigns or services. Quarterly retainers are ideal for businesses with more seasonal cycles, such as ecommerce shops with product drops, hospitality brands with rotating menus, or financial firms that sync updates to the quarter.
One of the biggest benefits of working this way is that it gives us room to launch faster and build in phases. Instead of doing everything at once, we can map out a plan and gradually add pages, features, or campaigns as the business grows. Many clients find this approach less overwhelming, and it gives them breathing room to make smart, strategic decisions without getting stuck in an "all-or-nothing" launch.
We treat our retainer clients like ongoing collaborators. That means consistent communication, light reporting, and regular check-ins to keep things aligned. It's not just about edits; it's about making sure their brand continues to evolve in the right direction.
What’s your favorite Squarespace trick or go-to snippet of code you always use to elevate your designs?
One of my favorite simple but impactful tricks in Fluid Engine is using a full-width image block with the Fill option selected and that’s aligned to the bottom of a section, to create a custom visual transition between sections. It's a clean way to move from one background color or content area to another, almost like a custom divider, but built entirely with native tools.
You can use a subtle graphic, texture, or brand element that spans from edge to edge, and it immediately gives the page a more polished, high-end feel. It's especially effective on banners or when you want to create more visual flow between structured content.
This trick is a small design move, but can completely change the rhythm of the page. That's what elevates a site from standard to standout.
What’s one design trend you hope sticks around, and one you wish would disappear?
I'm really drawn to editorial-style layouts, the kind inspired by print design with sharp visuals, clean typography, and structured copy surrounded by plenty of white space. It brings a sense of clarity and rhythm that makes the content easier to take in. While my inspiration doesn't come from just one style, I keep returning to the balance of structure and visual storytelling.
I'm also a big fan of microinteractions, those subtle hover effects or movements that add a sense of responsiveness without distracting from the content. When used with intention, they can make a site feel elevated and alive.
That said, this one's tough to answer because I do appreciate all forms of creative expression in design. However, if there's one trend I'd steer clear of, it's design that feels overly busy for the sake of standing out, such as using too many fonts, low-contrast palettes, or animations that serve no purpose. A thoughtful design doesn't need to shout. It just needs to be clear, consistent, and confident.
How do you make the most of Circle membership?
Circle is a big part of how I stay ahead, especially for my retainer clients. Since their sites are constantly evolving, it's essential for me to stay current on new features, design tools, and best practices, so I can guide them strategically, not just technically.
I also frequently use the Circle member discount, which is a great added value I can pass along to new businesses that are just getting started and appreciate having a little support upfront.
But honestly, the best part is the community. It's great to be able to connect with other experts, share knowledge, and learn how others are solving similar challenges. There's a lot of generosity in the Circle space, and that's something I value.
Key takeaways
The following are key insights from Aaron’s interview:
Every design choice affects how a site looks and feels, so it's important to stay intentional and aligned with the client's vision
Heritage can be powerful inspiration for the values driving your personal and creative brand
Cluttered designs without a clear message or cohesive visuals can make it hard for visitors to stay engaged
Long-term retainer plans give clients the opportunity to quickly launch sites in phases so they can go live when they need to
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.
