Stijn Matthé is the only Squarespace Authorized Trainer and Platinum Partner in the Benelux — a title he earned by simply following his passion for helping entrepreneurs get the most out of their websites.
Through his company, Fat Fish, Stijn offers both “done-for-you” and “do-it-together” solutions, so business owners can choose the level of involvement that fits them best. His philosophy is all about creating “websites to show off,” sites that clients are proud to share and keep updated.
In this
Website Planet interview, Stijn shares how he makes digital language accessible, builds long-term partnerships, and ensures every website reflects the heart of the business behind it.
What inspired you to become the only Squarespace Authorized Trainer and Platinum Partner in the Benelux?
Honestly, it all started very simply: I just thought Squarespace was such an easy and user-friendly tool. But soon I noticed that many entrepreneurs weren’t getting the full potential out of it.
So I thought: “Why not become the expert who can guide them?” One thing led to another, and suddenly I was the only one in the Benelux with that official title. Not because I was chasing it, but because I genuinely wanted to help entrepreneurs in a way that works for them. Apparently, Squarespace noticed too, and awarded me the titles based on my strong portfolio.
How does Fat Fish support local entrepreneurs with both the “I build your website” and “You build your website” solutions?
Some clients say, “Stijn, just build my website, I don’t want to deal with it.” Perfect! Others are real doers: they want to learn it themselves, but still have someone they can call when they get stuck. We have an approach for both. It’s basically choosing between “sit back and I’ll take care of it” or “I’ll teach you, and you do it yourself.”
When I build the website for them, I make sure they’re involved as much as possible. The site needs to feel 100% like theirs, from A to Z. I strongly believe that an entrepreneur will only proudly show off their website if they’re truly proud of it. No involvement = no ownership, and that’s when websites end up collecting dust.
With the DIT program (Do It Together), I also tailor everything to my client. We actually meet live four times to work hands-on, fully adapted to their business.
What does “sustainable collaboration” mean in practice for your client relationships?
For me, it doesn’t stop after delivery. A website isn’t a throw-away product. I stay available, brainstorm along on new plans, and make sure their online presence keeps growing. A sustainable collaboration basically means: not a one-night stand, but a long-term relationship where we keep building together.
How do you act as “the perfect translator” to make digital language accessible for non-tech-savvy clients?
I don’t start talking about APIs, DNS, or CSS. I just say: “Click here and you’ll see this.” Or: “If you replace this photo, it will also update on your homepage.” I explain things like I would to my own mother. No tech jargon, just clear language.
I actually spent 9 years teaching computer classes to seniors. Every day I saw their frustration with all the unknowns. They didn’t need complicated, irrelevant terms—they just needed to know what to do, and the clutter could go. That’s exactly the approach I carry into my work today. Why should clients need to know what CSS or DNS is? The website just needs to work. Period.
How do you balance quality design with simplicity, so that clients can make edits themselves—or simply hand them off to you after dinner?
I design websites that look sleek and professional, but are simple enough behind the scenes so clients can easily swap out a photo or text. And if they don’t feel like it, they just send me a quick message and I’ll handle it. The main thing is: it should be fun, not stressful.
Because when it feels stressful, updates get postponed—and the website quickly becomes outdated and no longer a good reflection of their business. But if working on their site feels enjoyable, they’ll naturally keep it fresh, and their biggest ambassador stays fully aligned with what they’re doing.
I also create a safe space by making it clear that I’m always available if something goes wrong. That reassurance makes a big difference.
What’s the story behind “websites to show off,” and how does it shape your creative process?
In the Kempen, we often say: “That’s something to show off with!” It’s kind of a local dialect expression? And that’s exactly what I want: clients who are so proud of their website that they can’t wait to show it to everyone.
At every project, I ask myself: Will this be a website the client is eager to show off? If yes, then I know we’re on the right track.
It always saddens me when I meet someone at a networking event, get their business card, and they add, “Oh, don’t look at my website, I still need to fix that.” Such a missed opportunity! Your website is the one channel you fully control. It’s your ambassador, working 24/7 for you.
In practice, this means my clients constantly challenge me. I need to step into their world, understand what they stand for, and translate that into their online identity. That challenge pushes me to keep improving and to bring out the very best version of my clients online.
Find out more at:
www.fatfish.be
