Daniele Trambusti: Taking Website Development to the Next Level with Sitely

What inspired you to create Sitely?

In 2013, the company I was working for shut down, and I found myself without a job. My friend and former schoolmate, Duncan Wilcox, and I had often talked about starting a project together, so this seemed like the perfect opportunity. We asked ourselves, “What’s the most frustrating task we’ve faced as programmers?” For both of us, the answer was writing HTML and CSS.

We decided to create a visual tool that would let people build beautiful, high-performing websites without needing to touch code. After six intense months working in Duncan’s garage, we launched the first version of Sparkle on the Mac App Store in April 2014. It’s amazing to look back and realize how much we accomplished in such a short time.

What unique challenges have you encountered in your industry?

Website creation is a field full of strong opinions. Many professionals, especially those who’ve invested time in learning traditional tools like WordPress, are resistant to change. But we’ve also met many designers and agencies who are thrilled to no longer deal with browser compatibility issues, template limitations, or technical hurdles.

Looking forward, I believe that writing HTML, CSS, and JavaScript will become a thing of the past. AI and tools like Sitely are making it possible for anyone to build a professional website without coding. Of course, there will always be some resistance, but the tide is turning toward simplicity and accessibility.

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What marketing strategies have worked for Sitely, and what would you recommend to others?

Competing against giants like Wix, Squarespace, and Webflow is no easy task, especially when they have massive marketing budgets. We’ve tried ads on Google and Facebook, but they didn’t deliver the results we hoped for.

Instead, we’ve focused on building a strong community through word-of-mouth and user engagement. Offering quick support, listening to feedback, and creating a loyal user base has been our most effective strategy. While we’re planning additional marketing actions, this personal approach has been the foundation of our growth.

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Can you share a moment that tested your resilience?

2024 was particularly challenging for us. We had to rebrand from Sparkle to Sitely due to a trademark dispute with a much larger company. It was unexpected and frustrating, especially since their business was unrelated to ours. Despite having strong arguments, we realized a legal battle would be too costly, so we made the tough decision to start over.

Rebranding meant rebuilding our online presence from scratch, which was a hard blow after years of effort. But in November, we launched Sitely, retaining the visual identity of our logo and pushing forward with even more determination. It was a tough experience, but it also showed us how resilient we are as a team.

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Have you received user feedback that surprised or inspired you?

One of my favorite quotes is from Stephen Johnson: "A successful software tool is one that was used to do something undreamed of by its author." This happens frequently with Sitely. Users often reach out for help or share their projects in the community, and when Duncan and I see their creations, we find ourselves amazed, asking, "Is this really made with Sitely?" Witnessing users push Sitely beyond our expectations is incredibly rewarding and motivates us to keep improving. If this ever stops happening, it'll be a clear sign that it's time to pause and reflect.

Some of the users who've amazed us most have even become close collaborators, helping build our official websites.

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What’s your long-term vision for Sitely?

We want Sitely to be the go-to tool for anyone looking to create professional websites without coding. Our focus is on empowering users to design freely while providing seamless performance.

With advancements in AI, we’re working on making Sitely even more intuitive and accessible, ensuring that anyone — from freelancers to small businesses — can bring their vision to life. Ultimately, we aim to redefine website creation, making it as simple and creative as possible.

What upcoming features or updates can Sitely users look forward to?

We're actively enhancing Sitely on several fronts. We're particularly excited about further developing the AI component, which significantly enhances our advanced editor. Additionally, we're expanding beyond static websites by introducing more interactive features, sophisticated animation options, and 3D element integration. Lastly, to create a truly comprehensive platform, we plan to launch our proprietary hosting solution and establish a marketplace for users to sell their projects.

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Have you had experience raising capital for Sitely or previous projects?

We haven't actively pursued external investors yet; Sitely has grown organically with our own investments. While we're open to external investment, our priority has always been building a strong product identity and reaching a high-quality standard without external pressures. Even though our competitors are industry giants, we feel confident and prepared for new opportunities. Now that Sitely is mature and clearly defined, we may soon consider seeking investors to support our next phase of growth.