David Remmerswaal is a digital marketer and founder of Dimple Digital, an agency helping small businesses grow online through smart websites, ads, and content that converts. Over the past seven years, he has guided hundreds of clients toward better visibility and growth, but when it came to his own website, things stalled. In early 2025, David made the switch from WordPress to Rocketspark and moved all of their clients' websites and the Dimple website. Dimple ran on a single landing page initially when they transitioned to Rocketspark while they were redesigning and rebuilding the newly refreshed Dimple website in the background. After 8 months of being the bottle neck to getting the Dimple website live, eventually, David did the thing every business owner resists most: he let go.
That decision led to a Gold Rocketspark Design Award, a stronger team, and a business that no longer depends entirely on him. In this conversation, David shares what it took to finally finish, the lessons that came with letting others lead, and why the hardest work is often the work you do for yourself.
Some key takeaways
You’re often your own worst client for your own website. Stop tinkering, start delegating and back yourself to set it live as you can keep tweaking after it’s live.
AI can get you a lot of the way, but the character, tone, and personality, is still the human work that has the biggest impact.
Delegating is growth. Hiring isn’t a luxury; it’s the way to keep your business from collapsing under your own effort.
Raise your prices when you raise your standards. The clients who stay will be the right ones.
Imposter syndrome is a constant companion. Learn to walk alongside it.
The website you keep putting off
David has spent the better part of a decade helping other people grow their businesses online. He knows how to craft a digital presence that converts. And yet, Dimple Digital’s progress stalled: a single page, bare-bones, technically fine but not a true representation of his business.
The plan was to launch a new multi-page site in January. It went live in August.
“I was the bottleneck,” David told me. “I kept slowing it down.”
There’s a particular kind of procrastination that shows up when the work is about you. For clients, you can be decisive. For yourself, every decision feels like a referendum on who you are. Eventually, David did what most of us are terrified to do: he handed the project to his team and told them to finish it.
“When I let go,” he said, “it finally got done.”
It’s almost never about time. It’s about permission to stop perfecting and start trusting.
Brand first, build second
David calls himself a marketer, not a designer. Still, he wanted the new Dimple site to feel like the business he’d built: friendly, bright, and credible without being stiff. His vague brief to his team was simple: orange, wavy, friendly, confident.
“You can get AI to make your site look ninety-five percent perfect,” he said. “The difference is the character, the brand, the personality.”
That difference, the final five percent, is the part that builds trust. It’s the tone of the words, the rhythm of the illustrations, the feeling that real people made this thing for other real people.
When the business depends on you
David’s turning point came when his daughter got sick. Both he and his wife had to take time off, and suddenly the entire business stopped.
“My business relied on me,” he said. “That didn’t work.”
He hired his first employee to manage ads, the work he least enjoyed. It was a stretch, but it made space, for rest, for strategy, for thinking about what Dimple could become beyond one person’s effort.
It’s easy to say delegate. Harder to do when you’re used to doing everything yourself. But growth almost always begins at the moment you stop being the only one holding it together.
Pricing and the courage to value your work
In the early days, David charged what he thought people would pay. Small retainers. Affordable hourly rates. It felt fair, especially when there were no overheads. But then came tools, subscriptions, salaries.
Raising prices wasn’t about greed. It was about alignment; matching the cost of excellence with the reality of what it takes to produce it. Once Dimple charged what their work was worth, the right clients stayed. The work got better. The team got happier.
There’s something quietly radical about asking to be paid enough to do your best work.
The persistence of doubt
Imposter syndrome didn’t disappear when the business grew. It just changed form.
“At first it was who am I to run a business,” David said. “Then who am I to lead a team? Now it’s who am I to step away from operations.”
It’s not failure that creates self-doubt. It’s expansion. Every new level of work asks you to become someone you haven’t been before. The fear doesn’t vanish. You just learn to keep moving while it hums quietly in the background.
Recognition that actually means something
Winning a Gold Rocketspark Design Award for Dimple’s own site wasn’t just a nice surprise. It was proof that the hard decisions, the switch from WordPress to Rocketspark, the rebrand, the investment in illustration and photography, were worth it.
“It sealed the deal,” David said. “It gave us credibility and acknowledgment that we made the right choice.”
Awards are rarely just about ego. They’re about affirmation. The work mattered. The effort was seen. The new site became evidence that Dimple could deliver what they promised their clients: something both functional and beautiful.
Finishing changes everything
Before the redesign, Dimple was running campaigns with a single landing page. “We were doing our marketing by halves,” David said. Now, the website is an asset instead of an afterthought. It gives the team confidence, coherence, and a solid foundation for everything else they do.
When your own site looks the way you want your business to feel, it changes how you show up in the world.
What to take from this
Brand is the last five percent that AI can’t touch.
Hire before you burn out.
Price your work to sustain your standards.
Expect imposter syndrome. It means you’re growing.
Recognition matters because it builds trust, not vanity.
Try this
Look at your own site. What’s outdated?. What’s missing? What’s the piece you keep putting off? Pick one of those things and fix it this week. Then pick another next week. Perfection is a delay tactic.
Where to find David?
Full interview transcript
The complete Q&A with Dimple Digital founder David:
Tyron: David, thank you so much for joining us today, and congratulations on winning a Gold Rocketspark Design Award for Dimple Digital, your own website. That is pretty cool.
David: Thank you. It has been a long time coming. We have been like, we have to win one of these Gold awards sometime, so it is amazing that we could win it for the Dimple website.
Tyron: Can you tell us a little bit about Dimple and what you actually do?
David: Dimple, it is all in the name. We are all about digital made simple. I started the business almost seven years ago. I have been working in digital marketing for over a decade now, which explains all the grey hairs I have got. The essence of our business is we try to help business owners grow. We want to get those business owners more of the right type of customers. To do that we look after their websites, we also do their Google Ads, their content, and anything where we can help customers find you online. That is what we look after at Dimple Digital.
Tyron: Before this redesign for Dimple, you ran a one‑page website for a while. Was it hard to prioritise working on your own site when your focus is your clients?
David: One hundred percent. We transferred from WordPress to Rocketspark last year, and we also transferred a lot of our clients at the same time. The original timeline was to complete a new Dimple Digital website on Rocketspark in January, and we got it live in August. It took most of the year. I was the bottleneck because I needed to give more information about the content, what I wanted, and the services. We wanted to make a new website that was better than the last one and get it right, so it took a while because I kept slowing it down.
Tyron: What was it like being the client for your own website?
David: Not to say anything bad about clients, but sometimes you have clients who are indecisive, take ages to get you back content, and then when they see it, they have a million changes. That was me. I was the worst client. When we finished the website was when I let go and delegated everything to the designer and my team. We worked with a couple of designers. A couple of my team members worked on the Dimple website, more for the content and the wireframe and what we were going to include. Once I said, team, you know what to do, the brand and everything, just finish it, then it got done. It was a good lesson in letting go. Once you do that, things get finished a lot faster and get done really well.
Tyron: Was there a mentality of done is better than perfect, or did you want both?
David: One hundred percent. The week before we got it done, I was listening to a podcast and they said perfection is the lowest standard, because perfection means it never gets finished. That slapped me in the face. I said, team, we need it done. We can improve it as we go, and that is what we are doing.
Tyron: Even though it is live and you have the Gold Design Award, are you still improving it?
David: Yes. We just had a photo shoot done, so now we can put in a lot of really good branded photography as well. It is going to be even better soon. We are also reviewing the services we offer. We put the major foundational services there, but we can always change those.
Tyron: You are not a designer by trade. How did you approach the branding, including illustrations and photography?
David: I am definitely not a designer by trade. I would call myself a digital marketer. With the new Dimple website we wanted to do more justice to our brand, to communicate the look, the feel, the vibe, the tone, the messaging, all of those things I never put much time into because I am more about how many leads we are getting. That is the most important thing at the end of the day because that is what clients pay us for. This new website focused on the brand and how it can look and feel on the site. Our in‑house Rocketspark designer is amazing at designing and building sites. She had the biggest involvement with the layout and how the site looks. The difference between a really nice looking website and one that looks like a template site is custom icons, custom illustrations, and custom design elements. We worked with another designer to do all of the custom illustrations. It was the same designer who did our brand refresh about two years ago. Having that consistency with the brand refresh, getting custom illustrations and icons done, having a really good Rocketspark designer, and having the team doing the content all came together to put the site together.
Tyron: With AI making it easier to get a site that looks close to perfect, why invest so heavily in design?
David: You can get AI to get your site looking ninety‑five percent perfect. It can do the site and the content really well. The differentiator between someone using an AI site and someone who has invested a lot of time and money into all aspects of their website is the character, the brand, and the personality. That is what we want to come across. That is not going to be present in an out‑of‑the‑box AI website. A big motivator was to make our site as unique as possible so it is not easily copied or just another template AI site.
Tyron: Did you have an initial vision for the site, and did it evolve as you worked on it? Was there a plan and strategy?
David: There was definitely a vision, not so much a plan and strategy. We do this for clients all the time, so the plan and strategy are second nature. We know what it should look like at the end and what it should achieve. My brief to our Rocketspark designer was: it needs to be orange, wavy, friendly, and it needs a lot of credibility to show we are really good at what we are doing.
Tyron: How did your designer react to that brief? Was there a lot of back and forth?
David: Not really. We have worked together a lot. She is used to my very vague briefs. We have our brand guidelines, logo, and all of those things. Our brand has evolved over the last few years, and this is the newest evolution of it on the site. I am really happy with how it looks and feels. That is coming across in our other marketing now too, because we are being consistent on the site, and now we can do that with our socials and newsletters and everything else.
Tyron: Was there a moment where it all came together and you knew it was ready to launch? Any major hurdles?
David: When I heard that saying about perfection being the lowest standard, that was it. I am pretty sure the site was live two weeks later. The only hurdle was me not getting back to the team. Another thing was we went live and a lot of the photography had an old team member in it because they had just finished up the month before. The day it went live I realised we needed to change the photos. Getting it live and then changing it was the best way to get it done quickly rather than waiting.
Tyron: Are you proud of the website you have now, and why?
David: Definitely. I am proud because it is live. That was job number one. Working with Rocketspark, we wanted to be the best example we could be for our clients because they are going to see what our website looks like and what we have achieved on the platform. Getting it looking really good, and still improving it, provides credibility and trust for our clients to see you can achieve a very cool custom website on an easy to use platform. That was what we were trying to achieve. Would a client be impressed, and would they be happy using the Rocketspark platform? I think so. I am definitely proud of it.
Tyron: Let us zoom out and talk about your journey as a business owner. What was the key motivation for starting your business?
David: Have you ever read the book The E‑Myth? If you are in business for yourself or you want to be, read that book. It describes an entrepreneurial fit. That is when someone has the idea that they could do this themselves and do it better. They have a brain spasm fit and decide to start their own business. That captured why people get into business. That was the start for me. I had the idea to do it for myself, had that fit, and it has been a massive learning journey since then, almost seven years ago.
Tyron: From the moment you thought I am keen to start my own business to when you actually did, was there much of a delay?
David: I was thinking about it for a while and what it could look like, or if I partnered with someone. I talked to my boss at the time about the future and realised that if I wanted to be in business for myself, now was the perfect time. I had just turned twenty‑nine, was about to turn thirty, and had just got engaged. I thought, if I do not do it now, when will I? It happened in quick succession after that. I quit my job. I managed to sort out a part‑time job to have a little income. Then I said, let us do it.
Tyron: What is one thing you wish you had known back then that you know now about business?
David: There are so many things. I thought that because I had the skill, digital marketing, that was enough to work for myself. It is if you want to be a freelancer, but when you are a freelancer you are selling your time, and you do not have spare time. As soon as you stop working, the business stops. If you have clients and deadlines, you can never stop working. Once we had kids, if I wanted to stop working but everything continue to happen, I needed to grow a team. The biggest thing I have had to learn is everything about growing a team, delegating, leadership, hiring. Having a team is the most important thing. You cannot learn it before you start a business, but it is one hundred percent what I needed to learn and have started to figure out.
Tyron: How did you know it was time to hire someone?
David: We had our daughter. She was almost two and got sick. Both Charlotte and I had to take time off work. Charlotte could take sick leave, but my business relied on me. That was the tipping point. You do not fix something unless it is broken. I realised it did not work. I had to figure out who to hire first. I picked the job I did not like most and had the most of, managing all our ad accounts. I was already overworking, so I had the capacity and the cash flow to hire. I worked myself to the point of almost breakdown so I could afford the person. Once I found them, they were amazing. They have worked with me for the last couple of years. He is now my tech lead and looks after our other two SEO and ads people.
Tyron: Do you target a particular audience or industry? Do you have a niche, and how did you land on it?
David: Over the last few years I have had to learn this. If you appeal to everyone, you appeal to no one. Working as a freelancer and someone who loves to help people, if someone came my way with an obscure business that did not fit the mould, I would say sure, we can help. We had many different types of clients in different industries at different sizes. To almost guarantee good results and make the workflow efficient, the best thing is lots of clients who are very similar. It does not really matter what the niche is, but if you have similar clients solving a similar issue with a repeatable system, you get really good results and the team are more efficient. Our sweet spot is professional services and home services. Professional services is anyone like a consultant or an accountant. Home services are builders, pest controllers, window cleaners, and so on. They are service businesses in a local region, and what they need from us is very similar. We still have outliers who have worked with us a long time. Apart from professional services and home services, ecommerce is our other big focus. Ecommerce businesses are fun and have so much potential. With home services, if you are a one‑person window cleaner, we will help you get to the point where you are tapped out. If you do not want to get bigger, we cannot help you grow further. Those clients do not have as much opportunity for growth. With an ecommerce client, they could go from five thousand a month to fifty thousand a month in sales. They do not have as many restrictions. It is how many products they have to sell. Those clients are exciting because there is more opportunity for growth.
Tyron: Do you remember landing your first client, and what is your process now for winning new business?
David: The best clients are word of mouth referrals. Most of our growth at Dimple Digital has relied on word of mouth referrals. I am trying to think who my first client was, but I cannot remember. Word of mouth referrals are the best because they already know they want to work with you and need your solution. It is just working out if you are a good fit. To ensure we get good referrals and new clients we are working on the brand. We have done a lot of events this year. We are doing a lot of content. If a word of mouth referral comes your way, but they have already heard about you somewhere else, it is almost a one hundred percent done deal. The credibility and awareness are there. The person who refers you trusts you. Then we make sure our solution is the right fit. That is how I like to do business. Rather than a hard sell, we want to work with people who are a good fit for us.
Tyron: When you say most clients come through word of mouth, do they pick up the phone, come through your website, or email you? What does a referral look like to you?
David: Word of mouth works way better when you have really good marketing and advertising. We find people say they found us in Google, but they heard us on a podcast, or a lead comes through our Google Ads, but they had talked to someone else about us previously. LinkedIn is also a good lead generator for us, but they are not cold leads. They have either known me for a long time or know someone who knows me. We have connected on LinkedIn, they have seen my content, and then they reach out. Our different marketing channels, whether social media, paid ads, or organic, give us better word of mouth referrals because people are finding us through those channels. Trust is so important. Unless someone has heard about you before or been referred to you, do you trust them to go into business with them. Especially in marketing, people have been burned by agencies, and with AI who do you trust. The more marketing we do, the more word of mouth referrals we get. By doing our promotion, content, events, social media, website, we have been creating more trust in the market. When people talk about us, they think it is a good idea to reach out. That is what we try to create for our clients as well. We cannot force them to do all the promotion we do, but we make sure if anyone is looking for them, no matter where they heard about them, they are putting their best foot forward. That is a really good website, lots of positive reviews online, and valuable content on social media. It is a similar approach for our clients.
Tyron: Let us talk about pricing. How do you approach pricing, and has it been a journey to get comfortable?
David: Pricing is difficult and it is still something we are working on. When I started my hourly rate was quite affordable, but it did not matter because I did not have overheads. As Dimple has grown, we have grown a team. We have overheads. I have reporting and project management software that costs ten to twenty grand a year on subscriptions alone. We have some long‑term clients that started on low pricing. Growing your business and pricing is difficult because our prices did not increase until I figured out we were not charging enough. Once you figure out you are not charging enough, you ask how much am I worth. It is personal to charge more. For me it came down to do I want to deliver a really good service. If so, then I need a really good team, systems, and tools. If my clients want really good results and we build a really good team that can deliver effectively, then that is more expensive. That pushed me to put our prices up. Before then you do not want to lose clients or have people say no to proposals. Now we are at the point where for us to deliver our service costs a certain amount, and that dictates our pricing.
Tyron: What have you noticed about clients as your pricing has changed over the years?
David: As Dimple has grown, our capabilities have grown, our prices have increased, and the types of clients we work with have changed. We are attracting more established clients. Seven years ago I was charging a couple of hundred a month. Now the type of clients we work with can range from a few hundred dollars a month to a few thousand a month. The clients where we charge a few thousand a month or are spending fifty grand a year on marketing are the best clients by far. A two hundred and fifty dollar client takes just as much time to manage as a two thousand five hundred dollar client. With higher‑priced clients we have more scope to deliver services. If we are charging two and a half grand a month, for example, plus ad budget, we can do everything to make sure they get really good results. My team are happy because they get to do good work and our best work. The client is happy because of the work and the results. It is a win relationship. If you cut your prices and cut the quality of delivery, you do yourself and the client a disservice. You need to communicate that to clients. I can do it cheaper, but it will not be as good. Over the years I have had disappointing conversations where things did not work out. At the end of the day, it was because we were not able to do everything we could have done. If a client says we cannot spend more than X but we want Y, I have to be straight from day one. Unless you can spend over X over X amount of time, we are most likely not going to achieve that. If the client commits and we are committed, we get better outcomes. You have to price well so you can deliver a quality service. You can be happy about the work and your client is happy about the work you have done.
Tyron: Designers often feel imposter syndrome. Do you feel it, and how do you deal with it?
David: One hundred percent, imposter syndrome is always there. There are levels to it. When I first started out, I had a job, then I started working for myself. Level one was who am I to run my own business and for someone to want to work with me. Then you get over that level. The next was who am I to tell someone else what they need to do and how to do their job, which is hiring freelancers or building a team. The next level was who am I to charge X amount to a business. You get over that and then there is another level. If imposter syndrome is your thing, it almost never goes away, but every time you get to the next level it is something else. It is learning and evolving over time. My latest one is I am trying to take myself completely out of operations so I can do the things I like, which are events, meeting clients, speaking, and interviews. I ask who am I to do all of those jobs and not be doing all the work for my team like I always have. I am going through another evolution in business and imposter syndrome at the moment.
Tyron: How has winning a Gold Rocketspark Design Award impacted you and Dimple?
David: We were on and off as a Rocketspark design partner for a few years. We had a handful of websites. Late last year we moved our entire portfolio to Rocketspark. We had a couple of design mentions and maybe a Silver award, but now that we have the Gold design acknowledgement from Rocketspark, for me and for the team it has provided a lot of credibility that we know what we are doing, we are good designers, and we know the platform really well. We made the right decision to jump over to Rocketspark. We were previously building and hosting all our websites on WordPress, so it was quite the job to move everything over. About eight months down the track we have most of our portfolio on Rocketspark, the Dimple website is officially done on Rocketspark, and we have a design award. It seals the deal that we made the right decision to move. We have been getting better results for our clients because we have really nicely designed websites that work well and get good results. The Gold award is credibility and acknowledgement that it was a good decision.
Tyron: Your new multi‑page website is a strong reflection of you and your business. How has that made a difference? Is it about conversions or confidence? What does your new website mean for you?
David: A new website means lots of things. One is we can promote it. We ran with a single landing page for quite some time, which does not have much integrity when you are a digital marketing agency that does really good websites for people. Having the new site means we can be proud to promote it. The better the landing page where you send traffic, the more conversions you get. Now that we have the multi‑page website all set up, we can add more landing pages. When we are doing a specific campaign, we can copy and paste a page, change details quickly, have a solid landing page set up, and run a campaign to that page. That always improves results. That is one of the better things now that the website is done. It has become a really great tool and asset to the business. We were doing our marketing by halves by not having the website sorted. Now that it looks good and we are improving it, it improves everything else we are doing.
Tyron: Any final thoughts on working with Rocketspark?
David: One of the cool things about being in business is building different relationships with suppliers. Building the relationship with Rocketspark as one of our main suppliers has been one of the best business decisions I have made. There are fewer headaches because we are not managing a tech stack. We have support. You have many other great initiatives to help partners and I have made the most of those. It has been awesome working with Rocketspark over the last couple of years.
Tyron: Thanks so much for sharing your journey with your website and your business story. We appreciate your time.
David: Thanks for having me. Great to talk about the journey. There have been so many things to learn, and it has been great working with Rocketspark.
