Joseph Membré: how I built recurring revenue with web design

Business

10 Apr

If you’re a web designer looking for more stable income, this interview offers a practical look at one way to get there. Joseph Membré, founder of Square Design, shares how he built recurring revenue with web design through a subscription model for Squarespace websites. In this conversation, Joseph explains why he moved to a subscription-based offer, how he structures pricing and tiers, how he manages client expectations, and where SquareKicker fits into the service.

Why a subscription model creates predictable revenue

Joseph, founder of Square Design, moved away from traditional project work to build a subscription-based model that delivers consistent income and stability. Like many agencies, he experienced unpredictable workloads—periods of overwhelm followed by quiet gaps—which made planning difficult, especially with a growing team. “We had big waves of sometimes way too much work at once and sometimes nothing at all… that can be stressful.”

His solution was Square Plus—a subscription service designed to create predictable monthly revenue while simplifying the experience for clients. Instead of one-off projects, clients pay a recurring fee for both website creation and ongoing management. “Now it allows us to have a steady stream of income… we know exactly how much is going to come monthly.”

How Square Design structures subscription pricing for websites

Designing a subscription model required careful pricing. Joseph needed to balance affordability for clients with sustainability for his team. To do this, he introduced tiered pricing based on website size, along with different service levels. “We’ve put a little tier… S, M, L, and XL, based on the number of pages.”

He also offers two distinct approaches: fully custom “signature” builds with a required commitment, and more flexible options using templates for lower-cost entry points. “You don’t pay $2,000 or $3,000 upfront… this is all included in the monthly subscription.”

This structure allows Square Design to serve a wider range of clients while maintaining profitability and clear expectations.

How onboarding and systems keep projects on track

To make a subscription model work, Joseph relies heavily on structured onboarding and strong internal systems. Every project begins with a detailed brief that captures client needs, goals, and expectations upfront. “We always start with a brief… everything is very clearly written.”

He uses Notion as both a CRM and project management system, allowing his team to manage everything—from initial inquiry to delivery—in one place. Automation, note-taking, and centralized communication help reduce friction and keep projects moving efficiently. “Notion is our CRM… it takes notes for you, my employees know what to do, and everything is kept and written.”

This level of organization is critical when handling ongoing client relationships at scale.

Managing scope and client expectations

Scope creep can quickly derail subscription-based work, so Joseph sets clear boundaries from the beginning. Every quote outlines exactly what’s included—down to the number of pages and features—to prevent misunderstandings later. “We write on the quote how many pages there will be and what they will include.”

He also adapts communication to meet clients where they are. While internal systems run through Notion, client communication is simplified using familiar tools. “We figured out there was always one tool customers didn’t want to use… so we just use WhatsApp.”

By combining structure internally with simplicity externally, he keeps both his team and clients aligned.

How SquareKicker enables advanced design without code

SquareKicker plays a key role in how Joseph delivers higher-end websites efficiently. While simpler projects may not require it, more advanced builds rely on its capabilities to achieve custom interactions and layouts. “When they’re expecting animations and split scrolling… we know we won’t be able to do it without SquareKicker.”

Previously, these effects required custom CSS, which added time and complexity. SquareKicker replaces that with a more accessible, visual workflow. “Now we love that we can use it with a nice UI… it makes it so much easier than doing CSS.”

The result is faster development, more flexibility, and the ability to deliver premium designs without increasing overhead.

When to use SquareKicker in a subscription model

Joseph takes a strategic approach to using SquareKicker. Rather than including it in every project, he aligns it with client expectations and pricing tiers. “We don’t use SquareKicker when it’s a small, simple website.”

For higher-tier clients who expect advanced visuals and interactions, it becomes essential—and its cost is factored into the offering accordingly. “We only impact that on the customer when they’ve taken the option to have the animations.”

This ensures profitability while still delivering high-end experiences where they matter most.

Advice for building a successful subscription web design business

Joseph emphasizes that pricing is the foundation of any successful subscription model. It must reflect the actual workload and long-term commitment required to deliver ongoing value. “Make sure that your pricing works… we figured out a two-year engagement is necessary.”

Beyond pricing, retention is critical. A subscription model doesn’t work if clients disengage after onboarding—ongoing communication is essential. “You can’t just say goodbye and see them in one year… you have to keep them happy.”

He also highlights the importance of strong terms and conditions to protect the business and set clear expectations around payments and ownership.

Why ongoing relationships are the real value of subscriptions

At its core, Joseph’s model shifts web design from a one-time transaction to an ongoing partnership. Clients aren’t just buying a website—they’re investing in continuous support, updates, and improvements. “We take care of everything… and they just pay one subscription.”

This approach creates long-term relationships, more predictable revenue, and a more sustainable business model. For agencies looking to move beyond project-based uncertainty, it offers a compelling alternative.