How Florence Picol's Squarespace Discovery Led to a Long-term Career in Web Design
Location: Rennes, France
Started using Squarespace: 2018
Title: Web Designer, Educator, & Template Builder, Florence, rédac chef
Florence Picol knew she always wanted to build websites. It wasn’t until she discovered Squarespace during a career transition that she took the leap. The Circle Platinum Partner and Community Leader has been designing websites ever since and has become a top-tier web design educator and thought leader in the industry. She also formed a collective of Squarespace pros in France, offering design education and resources to the French-speaking web design community.
At Circle Day 2025, she took to the online stage with frequent collaborator and web designer Marina Kirszenberg. The two discussed tips for collaboration, highlighting the importance of building connections as a solopreneur. In our interview, Florence dives into this advice, web design best practices, and tips for aspiring educators.
What originally drew you to web design, and how did you get your start in the industry?
I worked for several years as a Brand Content Manager at the communication agency of a major French ecommerce company in Paris. This experience gave me strong foundations in digital marketing and brand identity management—skills that later gave me the confidence to launch my own freelance business and build my own name.
At first, I mainly offered content creation services to my clients, who appreciated this mix of technical skills (website creation) and editorial/branding expertise from my background. The transition happened naturally. More and more clients were asking for Squarespace websites, and as my experience grew, I started to feel fully legitimate positioning myself primarily as a web designer.
How did you discover Squarespace? Why do you continue to use it to build websites for your clients?
I still remember the exact moment! It was late 2017; I had just quit my job and was ready for a new start, ready to leave Paris. I was at my sister’s place, reading a digital media newsletter, when I came across an article listing different website building tools. I knew most of them…except one: Squarespace!
And that was a revelation. I had always wanted to build websites, but using WordPress felt too complicated and limiting. With Squarespace, suddenly, it wasn’t anymore! That combination of completeness, quality, and simplicity immediately won me over.
I’ve tried other CMSs since, but Squarespace has always remained my favorite. It’s still the most enjoyable and reliable platform for me and my clients. The blog feature is incredibly useful. It’s really easy to manage and update regularly, which is so important for SEO and AIO nowadays. I also love how simple it is to add a portfolio or gallery section to showcase projects beautifully and professionally.
What core web design principles consistently guide your work, no matter the project?
To me, a successful website always relies on three key pillars: branding (strategy, content), design (style, navigation), and technical setup (settings, parameters). If one of these pillars is missing, the site won’t work.
That’s the magic formula I share with the students in my training!
As freelancers, we need to have diverse and well-rounded skills to succeed and last over time, and it’s exactly the same for website creation. You have to be multiskilled and pay attention to every aspect. That’s also why I originally named my website “Florence, rédac chef,” because we constantly juggle different worlds.
Collaboration is a major part of your business. What advice would you give a web designer who wants to scale their business through collaboration?
It’s true; I surrounded myself with the right people very early on. Marina Kirszenberg from Squarefacile, with whom I co-hosted a talk for Circle Day this year, has been my business partner for a long time. We support and advise each other constantly. She gives me another perspective and valuable feedback that help me make much better decisions.
Building a network also makes you more legitimate. It’s always reassuring for a potential client to see that you’re recognized and appreciated in your field.
And collaboration allows you to offer more services. For example, I have an SEO partner, and we’ve set up a referral system. It’s great for her because she gets new clients, and for me, it’s an additional income stream, which is always welcome.
As both a designer and educator, how do your courses complement your design work?
Teaching has helped me refine my own processes and execution. When you take the time to clarify your method, you naturally optimize your workflow and deliver better results for yourself and your clients.
Training others also pushes you to stay up to date with your tools and your industry. You constantly re-evaluate your approach, your techniques, and keep improving. We can’t be perfect, but we can definitely offer higher-quality work.
What would you share with designers who want to expand into teaching?
If you’re considering teaching, I’d say to anticipate the time required for updates. Squarespace changes a lot! It’s not always easy to keep up, and it takes time. Keep that in mind if you start creating courses, templates, or plugins. Ask yourself: how much maintenance will this require and how long can I ensure proper support?
Also consider if others are already selling what you want to offer. If the answer is no, release it as soon as possible! If the answer is yes, then take a different approach. You could, for example, target a specific audience (e.g., “How to create the perfect online portfolio for artists”) or focus on a particular time of year (e.g., “How to build the perfect ecommerce site for the holiday season”).
Where do you find inspiration?
Everywhere, literally! I might take a picture of a beautiful interior, or screenshot a LinkedIn post with great art direction. I’ve always been very intuitive, and over time, I’ve learned to trust those intuitions. If something catches my eye, there’s usually a reason behind it, something to learn from.
Often, that’s what unblocks me when I’m working on a client’s site, a new design, a new layout, or even improving my training materials. I rely a lot on my intuition. It’s what guides me and helps me shape the next steps of my business.
What is your favorite part about being a Circle partner?
Being part of a community. I’m quite independent in my work (that’s why I became a freelancer!), but deep down, I still need to feel that sense of belonging to a team, to a group. The Circle community is amazing for that. There’s so much kindness and mutual support, which is truly valuable.
I also learn a lot from others. For example, I've been following several of my fellow Community Leaders and other recognized experts on the forum since the beginning. Reading their thoughtful answers to partners’ questions helps me keep learning and discovering new things all the time.
What other advice do you have for our readers?
Communicate! Many people don’t do it enough or don’t take the time, even though it’s absolutely essential. You need to show up and make yourself visible.
My three best practices are:
Post on social media with at least one post per week on LinkedIn or Instagram
Update your website with one or two blog posts per month
Send a newsletter once a month
These are key to staying top of mind for your audience, being visible on Google and AI platforms, and positioning yourself as a trusted expert in your field.
Key takeaways
These are the top learnings from our interview with Florence:
A successful website is built with three pillars—branding, design, and technical setup—and missing one risks the site’s UX and success
Collaboration is more than sharing the work; it’s about gaining new perspectives, supporting clients, and building a referral network of trusted professionals
Becoming a web design educator takes a lot of work, but it offers the opportunity to refine your own process, techniques, and workflow
Consistent content creation and communication are crucial to establishing yourself as a leading designer
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.
