David Alex on AI positioning, and the future of Squarespace design
From international business to Squarespace design
David Alex didn't set out to become a web designer. He studied international business in college and had no plans to work with code. But a trip to Southeast Asia changed everything. After visiting an orphanage and falling in love with the kids there, he wanted to help create a sponsorship program. The solution? Building a website.
"I used two or three different platforms over the course of the next two years and finally landed on Squarespace," David explains. "It became this whole new world for me of like, wow, I built a website without coding and was able to get these kids in a position to be sponsored and open up new doors for them long term."
It wasn't until a few years later, at 26 or 27, that David took the leap into freelancing. The beginning was rough. He and a friend tried for four months to land website projects without a single inquiry. After another four months on his own, he finally landed his first project. Since then, he hasn't stopped working.
Today, Launch Happy has completed over 250 websites and more than 1,000 SEO projects on Squarespace. David has spoken at Circle Day, written for Squarespace's blog, and created over 400 YouTube tutorials.
The turning point: scaling from solo to team
In 2019, David faced a decision that would change his business trajectory. As one of the first designers on the 99designs and Squarespace marketplace, inquiries started flooding in. Instead of treating the opportunity passively, he went all in.
"My goal was if in April I hit a certain financial number, which was 30K for April. I was doing around 8 to 10 a month, give or take. I just wanted to push for something new," David shares. "I ended up landing somewhere around $46,000 worth of work, which radically changed my life and direction."
That's when he hired his first designer and started building a team. But growing a team wasn't easy. David had to learn not just how to hire well, but how to equip and manage people effectively.
His advice for designers considering hiring? Start small. "If you've never hired someone before, maybe go hire someone for $500 a month to do a few tasks. Learn how to work with them. Get comfortable with the feedback, the timeline, the process, the SOPs you need to create."
What AI is really changing for designers
David has a nuanced take on AI's impact on web design. While some fear replacement, he sees it differently. The real shift isn't about AI taking jobs, but about what clients are hiring designers for.
"When I started eight years ago, I was hired because there were resources online for Squarespace, but not enough to answer all the questions that people actually had," David explains. "AI can tell you what to build, what to add, what to put. But as a professional, you'll know exactly what to put where that will define the right key points to take someone from a visitor to a customer."
Technology advancement has made certain tasks easier. Squarespace's color system, saved sections, and Google Fonts have streamlined work that used to take significant effort. Combined with AI tools and features like Squarespace Blueprint, basic site structure has become more accessible.
But that's exactly why positioning matters. "The value proposition is a lot different than what it was maybe seven or eight years ago," David notes. "Content creation is key for every designer."
Mixed feelings on Squarespace's new pro tools
When it comes to Squarespace's recent pro tools announcement, David has thoughtful reservations alongside his enthusiasm.
He loves the saved sections feature, calling it "phenomenal technology that I really believe is a differentiator between every other brand." The ability to save sections and move them across sites with a single click is something no other platform offers at the same level.
However, the new pro tools leave him conflicted. "The point of Squarespace is that it is simple. I have loved using it for clients and giving it to clients knowing that the damage they do is very minimal if they just go running," he explains. "Right now, the amount of stuff a client can do accidentally has just scaled dramatically with these types of features."
David worries the new features feel more like emulating other platforms rather than staying true to Squarespace's core strengths. "I would prefer to use advanced features through a tool like SquareKicker."
What would he rather see? "The thing that would be way more profitable is something that allows you to control, manipulate, manage CMSs better. You can make it look really pretty, but if you still can't build a solid portfolio with the core features and sections and then make it searchable, the CMS structure could do way better."
How to position yourself as a designer in 2025
David's success hasn't come from a single strategy, but from positioning himself in the right places at the right times. He started with Google ads, moved into SEO, built landing pages around specific problems, leveraged the 99designs marketplace, and eventually shifted heavily toward YouTube content.
"My business today is actually very little website design," David reveals. "I mostly do videos, scripts, YouTube content. I'm reviewing a lot more software for small and medium-sized businesses, giving them thoughts, feedback, why they should use this tool versus another tool."
His advice for designers? Get yourself out there. "I would always try to find something I could just test and put myself out there and see how I could potentially position myself there first. Maybe I could be one of the leading people in that marketplace, that SEO space, whatever it is."
One surprising recommendation? Threads. "If you post there daily and maybe even multiple times a day, you will get in front of a lot of people. The organic factor works really well versus like X or LinkedIn or some other tools."
The 80% rule that saves thousands of hours
One of David's most valuable lessons came from a mistake early in his career. He spent 20 hours custom coding a cool footer feature, only to have the client immediately say they didn't want it.
That experience led to what he calls the 80% rule. "I deliver at 80%. I'll work, build something, get it to a certain level, and then when I share with the client, I let them know this isn't finished, but this is generally the direction I'm going."
Most designers can get to a robust site quickly. The key is sharing work before perfecting every detail. "I'll either do a Zoom call or record a Loom video, walk them through the site, and say, 'Hey guys, this isn't done, but I want to know if we're headed in the right direction.'"
This approach has saved thousands of hours and reduced the pressure of getting everything perfect before client review.
Finding meaning beyond the work
For David, success isn't just measured in revenue or projects completed. His church community, family, and spiritual life provide the foundation that makes his work meaningful.
"The spiritual side of life is just as important if not more important than every other aspect of life," he shares. "When I get back to work, it gives it way more meaning and purpose than just making money."
He's open about how his faith influences his business, noting that it's actually created more opportunities rather than limiting them. "One of the biggest projects I ever did, they didn't hire me because of my faith, but they love the fact that I shared it."
Ready to position yourself for success?
The web design industry continues to evolve with AI, new tools, and changing client expectations. David's journey shows that success comes from adapting, positioning strategically, and staying true to your values while delivering exceptional work.
Whether you're just starting out or looking to scale your design business, the principles remain the same: start small when hiring, deliver at 80% to get feedback faster, focus on strategy over execution, and build your presence through content and positioning.
Listen to the full episode. This conversation is from the Looks Good From Here podcast, where we dive past the shiny Instagram version of the internet to have real conversations with designers building real businesses.
