We recently connected with Jane Elzinga and have shared our conversation below.

Hi Jane, thanks for joining us today. undefined

Hi there! You’re absolutely right, innovation isn’t just for Silicon Valley giants. It’s the lifeblood of every business, big or small. As the owner of a website design company, I can definitely attest to that.

When I started Solstice Collective, my focus was solely on crafting custom Squarespace websites. Each project was a labor of love, a deep dive into a client’s brand and vision. While I cherished that personalized approach, I quickly realized it wasn’t sustainable for long-term growth. Building custom sites, while fulfilling, was time-consuming, and I was finding it difficult to scale my business and help more people. This was because I was always working on other websites!

I knew I needed to innovate, to find a way to streamline my process without sacrificing quality. That’s when the idea of offering a “Website In A Day” service and selling pre-designed Squarespace website templates began to take shape.

Initially, I was hesitant. Would clients still feel the same level of personalized attention? Would the templates feel generic? But I pushed those doubts aside and focused on the potential.

I meticulously designed a range of Squarespace templates, each with a distinct aesthetic and functionality, ensuring they were easily customizable. I then developed a streamlined process for the “Website In A Day” service, optimizing every step to maximize efficiency.

The response was incredible! Clients loved the speed and affordability of the new options. They appreciated having a beautiful, professional website launched in a fraction of the time it used to take. The templates empowered them to take control of their online presence, while the “Website In A Day” service allowed them to launch quickly with expert help.

This innovation wasn’t about some grand, revolutionary idea. It was about recognizing a need, adapting my services, and finding a more efficient way to deliver value. I’ve now freed up time to focus on strategic growth, building relationships, and continuing to refine our offerings. That’s the real magic of innovation – it’s about continuously evolving to better serve your clients and build a sustainable business.

Jane, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi everyone! I’m Jane Elzinga, the CEO and Founder of Solstice Collective, a company dedicated to empowering entrepreneurs with stunning and effective Squarespace websites and templates.

My journey into this industry wasn’t a straight line. I actually started Solstice Collective back in 2019 as ‘Solstice Social Media.’ However, in 2020, I stumbled upon a few website design projects, and something clicked. I realized that my passion lay in crafting digital spaces, not just social media content. So, I pivoted, and Solstice Collective became what it is today: a hub for beautiful and functional Squarespace websites.

We offer a range of services designed to meet entrepreneurs wherever they are on their journey. First, we provide custom Squarespace websites, tailored to the unique needs of each client. Then, for those who need a quick and efficient solution, we offer our ‘Website In A Day’ service—yes, it really is done in a day! And finally, we have a collection of expertly designed Squarespace templates, perfect for those who want to take the DIY approach.

The core problem we solve is bridging the gap between entrepreneurs and their online presence. We cater to every level of tech-savviness, from those who need a fully managed website to those who prefer to customize a template. We understand that not everyone needs a massive, complex website, and we’re equally adept at creating streamlined, impactful four-page sites as we are building expansive twenty-page platforms. Plus, for our returning clients, we offer VIP days to handle those smaller updates and tweaks.

What truly sets Solstice Collective apart is our commitment to empowering our clients. We believe your website should be a tool that works for you, not against you. That’s why every custom website comes with a comprehensive, personalized video walkthrough, showing you exactly how to manage and update your site. And our VIP day service, exclusive to past clients, ensures ongoing support.

I’m incredibly proud of the confidence and education we provide to our clients. We prioritize clear communication and deliver exceptional results. When someone purchases a template, we ensure they have all the resources and support they need to launch successfully.

Looking ahead to 2025, Solstice Collective is undergoing an exciting reinvention. We’re evolving into a high-end, luxury, and trendy brand, dedicated to helping entrepreneurs stand out in the crowded online landscape. We want potential clients to know that we’re more than just website designers; we’re partners in their success, committed to creating digital experiences that are as unique and powerful as their businesses.

Any advice for growing your clientele? What’s been most effective for you?

For Solstice Collective, the most effective strategy has been a combination of delivering exceptional client experiences and adapting our service offerings. In the beginning, it was all about those personalized, custom Squarespace websites. By pouring my heart into each project, I built a foundation of satisfied clients who then referred others. That word-of-mouth growth was invaluable. However, to really scale, I recognized the need to innovate. That’s where introducing the ‘Website In A Day’ service and Squarespace templates came in. By providing options for different needs and budgets, we’ve broadened our reach significantly. So, it’s really been a two-pronged approach: unwavering quality and strategic diversification.

What do you think helped you build your reputation within your market?

I believe our reputation is built on a few key pillars. First, it’s our commitment to client empowerment. We don’t just build websites; we educate our clients on how to manage them. Those custom video walkthroughs and our VIP day service for past clients have really set us apart. Second, it’s our dedication to clear and consistent communication. From the initial consultation to the final delivery, we prioritize keeping our clients informed and involved. And third, now in 2025, it is our push to become a high end, luxury, trendy business. We are not just another website design company, we are a company that focuses on elevating our clients online presence. Ultimately, I think people recognize that we genuinely care about their success, and that’s what builds trust and a strong reputation.

Contact Info:

• Website: https://www.solstice-collective.com
• Instagram: https://www.instagram.com/solsticecollective_

Image Credits

Mikayla Bronkema