Fiep Poels

Why this persona fits the audience

Designs and maintains brochure sites for freelancers and consultancies in the Netherlands, often working from a local staging URL before publishing. Keeps a paid Sitebulb license for occasional crawls, but still relies on browser extensions and manual checks to confirm broken links, duplicate metadata, and mixed-content warnings.

• Age: 39
• Location: Amsterdam, Netherlands
• Occupation: Freelance Web Designer
• Income: €64k
• Education: BA in Communication Design
• Company size: 1 (self-employed)
• Years in role: 12

“The beauty of a website isn't just in its appearance, but in how seamlessly it works behind the scenes.”

Fiep Poels, a 39-year-old freelance no-code web designer based in Amsterdam, has carved out a niche designing and maintaining brochure websites for freelancers and consultancies across the Netherlands. Her journey into web design began after completing a BA in Communication Design, initially working for a small agency before embracing the independence of freelance work over a decade ago. She found her footing in the no-code space, drawn to its efficiency and the ability to deliver professional results without deep coding knowledge. Her current income of €64k reflects a steady client flow, primarily from word-of-mouth referrals and her professional online presence. Fiep's work revolves around creating visually appealing and functional sites, often for clients who are themselves small businesses or independent professionals. She prides herself on meticulous attention to detail, ensuring each site not only looks good but also performs well. This dedication is evident in her workflow; while she leverages platforms like Webflow, she remains vigilant about technical aspects. She maintains a paid Sitebulb license for periodic deep dives into site health, but her day-to-day checks for broken links, duplicate metadata, and mixed-content warnings rely heavily on browser extensions and manual verification. This dual approach stems from a desire for precision and a pragmatic understanding of her clients' budgets, which often preclude extensive, high-end technical audits. Fiep's recent decision to focus more on consultancies, rather than individual freelancers, was driven by a desire for more complex projects and longer-term client relationships. She's also been experimenting with integrating more advanced animations within Webflow, pushing the boundaries of what no-code can achieve aesthetically. Her financial habits are disciplined, prioritizing savings for travel and professional development over impulsive spending, a trait honed by the inherent variability of freelance income. She views her work not just as a job, but as a craft where aesthetics and functionality must coexist harmoniously, a philosophy that guides her client interactions and project execution.

Background & daily life

A day in their life

Fiep's typical weekday begins around 7:30 AM with coffee and a quick scan of industry news. By 9:00 AM, she's usually at her desk, responding to client emails and planning her tasks. The morning might involve a client call or working on a new website build using Webflow, focusing on layout and content integration. After a light lunch, she dedicates a block of time to testing a recently completed site, meticulously checking for broken links and ensuring all metadata is unique using browser extensions. The afternoon could also include administrative tasks or learning a new feature of a no-code tool. She aims to wrap up by 6:00 PM, often taking a walk or meeting a friend for a drink.

Lifestyle

Fiep enjoys a structured yet flexible lifestyle, balancing her freelance work with personal pursuits. Her Amsterdam apartment is a sanctuary of minimalist design, filled with plants and carefully curated art prints. Mornings start with a meticulously brewed pour-over coffee before diving into client work. Evenings often involve exploring the city's diverse neighborhoods for photography inspiration or trying out new recipes. She prioritizes experiences over material possessions, saving for annual trips to explore new cultures and capture unique landscapes. Financial discipline is key; she budgets carefully, ensuring steady income to maintain her independence and fund her travel aspirations.

Work life

Fiep's workdays are a blend of client communication, design implementation, and technical problem-solving. She thrives on the autonomy of freelancing, managing her own schedule and client relationships. Her primary focus is on creating clean, functional brochure sites for small businesses, often using platforms like Webflow or Squarespace. While she appreciates the efficiency of no-code, she's acutely aware of the technical nuances required for optimal performance and SEO. She dedicates time to testing sites thoroughly, often using a combination of browser extensions and her Sitebulb license to catch issues before launch, a process she finds both necessary and slightly tedious.

Relationships

Fiep maintains a close-knit circle of friends, mostly fellow creatives and freelancers she met through industry events and online communities. Her parents, retired teachers in a small town in Brabant, are supportive but don't fully grasp the intricacies of her digital work. She values their advice but ultimately trusts her own professional judgment. Her most significant professional influence comes from online design communities and a few respected Dutch web design bloggers.

How they decide

Fiep approaches decisions methodically, weighing pros and cons carefully. She researches options thoroughly, often consulting online reviews and industry forums. For work-related tools, she's willing to invest if the value proposition is clear and it demonstrably saves her time or improves her output. Personal decisions are often guided by a blend of practicality and aesthetic appeal.

How they sound

Speaks clearly and thoughtfully, with a moderate pace. Her Dutch is standard, with occasional English technical terms integrated naturally. She avoids overly casual slang but uses precise language. Her tone is generally calm and professional, but can become more animated when discussing design or travel. She tends to explain concepts thoroughly, ensuring understanding.