How Finsweet Became a Webflow Powerhouse with Joe Krug

Diogo sat down with Joe Krug, founder of Finsweet, a Webflow agency turned product ecosystem that’s helped shape how thousands of people build on the web. Joe’s story is one of relentless iteration, smart delegation, and staying close to the craft.

In this episode, he breaks down what it takes to grow a high-performing agency while shipping tools that change the game for the entire community.

Here are five key takeaways from our conversation, with lessons for agency owners, Webflow devs, and anyone building their own thing.

Start with the Work. Then Show It.

Joe didn’t set out to build a “brand”. He just wanted to build good websites. But one of the biggest challenges over the years has been showing that work. For a long time, Finsweet didn’t update their portfolio or talk publicly about their wins, sound familiar? Now, they’re actively hiring someone to fix that. The lesson: building is step one, but sharing is what unlocks the next level of growth.

Over-Deliver. Every Time.

One of Joe’s best strategies for getting more clients? Over-deliver on the first one. Build that extra landing page. Customize the CMS beyond what’s in the scope. Add polish and unexpected value. When clients are happiest, that’s when you ask for the testimonial, the referral, the next gig. It’s not rocket science, but it’s rare.

The Client-First Mindset Is Real

Client-First didn’t start as a product. It started as an internal system to align a growing team. Joe wanted everyone building in the same “language”, so they could jump into projects without confusion. Once it worked internally, they realized it could help everyone. That clarity and consistency became a core part of how Finsweet scaled both their agency and their community.

Don’t Just Pitch, Prototype

When Finsweet landed HelloSign, Joe didn’t send a fancy proposal. He just started working. Mocked up the sitemap. Built out a hero. Identified problems and showed solutions. That’s what made them stand out from 100+ applicants.

Delegation That Actually Works

Joe built Finsweet to a place where he doesn’t need to be in the day-to-day. How? He hired slow, promoted from within, and focused on building leaders. His Head of Agency started as a salesperson. His Head of Product started as a developer. That kind of trust and growth mindset has allowed Joe to step back and think bigger.

What Can We Take Away from Joe’s Story?

Finsweet’s rise wasn’t about viral growth hacks or chasing trends. It was about building consistently, over-delivering for clients, and solving real problems with simple, effective tools. Whether you’re running a small agency or trying to build the next big product, Joe’s story is proof that staying close to the work, and the community, still works.

If you want to learn more from Joe’s approach, listen to the full episode here.

It’s packed with practical ideas for building smarter, scaling sustainably, and becoming known for great work.

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