Why Storytelling Still Matters in Web Design, According to Li Wang
Location: Jersey City, New Jersey
Started using Squarespace: 2017
Title: Owner, Little Ox Workshop
Li Wang of Little Ox Workshop is a former journalist who brings storytelling, curiosity, and clarity to every website he designs. He uses the same principles from his career in journalism to ground his designs and help clients communicate their purpose with impact.
A Circle Platinum Partner and Community Leader, Li is known for his thoughtful approach to web design: prioritizing the client’s vision, relying on clean layouts, and focusing on the feeling a site gives a visitor.
In this interview, Li shares his perspective on designing with intention, how he uses Squarespace Marketplace to grow his business, and why storytelling is the foundation of his work.
What web design principles do you use to set your work apart from others?
Word choices matter a lot, and how you use headlines and copy as part of the visual style is very important to the effectiveness of a website.
I actually don’t want to stand out as a designer. I want to be a help to my client to express his or her vision through Squarespace, and that is the ethos that runs through my process.
You design sites for clients in a wide variety of industries. How do you find these clients? How do they find you?
Squarespace Marketplace has changed my life. I’m not shy about how this freelance directory has boosted my business. I get a lot of referrals and I can service a wide range of client types because I am naturally curious about their lives and professional goals. In particular, I enjoy working with clients who are really helping others, including mental health professionals, executive coaches, artists and experts in specialized subject matters.
These types of clients can really benefit from having a Squarespace site because the design can look very high-end and be easily updated. Squarespace, in the right hands, allows for a very clean aesthetic.
What is your approach for attracting and working with clients with established businesses?
Most people’s websites can be better. I want these prospects to view their websites as a tool to help their bottom line. The overall impression and gut reaction to a website speaks volumes. Many established businesses have a website that can be a better expression of what they represent. And if they’re not sure what that means, they should spend time thinking about what they represent.
I believe that business owners should be themselves online. Those who they attract will flock to them, and those who may have viewpoints that aren’t aligned with them aren’t meant to be their customers anyway.
I take my clients through a questionnaire to help them arrive to a stronger understanding of why they are different.
How has your background in journalism and PR informed your web design strategy?
It’s storytelling. Communicating what you stand for is a big part of living a full life. What sets your heart on fire? Let’s use Squarespace to tell that to the world. It’s the same foundation as using a newspaper, radio, television, YouTube. Quality wins.
What advice do you have for burgeoning web designers?
Get good at design and use your phone to take photos of anything that might inspire you. Read The War of Art by Steven Pressfield, and understand the privilege of working as a creative. Read a lot about different subject matters. Being able to problem-solve is key to being good at website design.
What's your favorite Squarespace tool or feature?
The services or list gallery section block is a favorite because it allows you to present a set of information in a neat, concise way and that has a lot of style options. You can create a slideshow or a standard row of different services or pathways to other sections of a site.
How do you make the most of Circle membership?
It’s really helpful in getting to know other designers and learning about how Squarespace HQ is solving problems to make Squarespace better. Take a look at the Squarespace brand. It’s cool. The Welcome to Winona Super Bowl commercial tells me a lot about the brand. Being part of Circle allows you to have insights on the bigger picture.
Key takeaways
The following are key insights from Li’s interview:
Design isn’t always about standing out—it’s about helping clients clearly express their vision
Thoughtful word choices and headline structure are just as important as visuals in effective web design
Great web design starts with curiosity, problem solving, and a commitment to the client’s message
Story-driven design lays the groundwork for more impactful websites
This article was originally published on September 15, 2021. It has since been updated.
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