The Art of Organic Growth | Wix Insider Magazine

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Thanks for joining us today! For readers who may be meeting you for the first time, can you give us a quick intro and walk us through your business model and what you specialize in?

Response 1 - Use a conversational tone, as though we are sitting and having a conversation.

Good day, Joseph, and to everyone joining us — I hope you’re all doing very well.
That’s an excellent question to start with.

Before introducing myself, let me open with something that has guided much of my work lately — a simple question that changed the way I see digital growth:

“What if the future of digital success is hidden in the past?”

When I first asked myself that, I realized something important: the most iconic companies in history didn’t grow through ads. They grew through story, identity, consistency, and the ability to build genuine loyalty long before the digital boom.

My name is Axel Campos, founder of Ikaria Marketing, and this coming January 2026 marks six years since I started this journey. Ikaria is an Organic Marketing Agency based in Costa Rica and working worldwide, focused on helping businesses grow without paid advertising — by reinforcing their story, their mission, and the emotional connection that inspires people to belong.

In simple terms, we help brands attract naturally, and today we’re grateful to work with clients in more than 25 countries, learning their beginnings and shaping the way their audiences experience them.

Thank you, Joseph, for creating this space. Initiatives like this strengthen not only the Wix Partner community, but also help businesses find the designers who truly align with their vision. And of course, congratulations to all the designers featured — I’m wishing each of you continued success on what you’re building.

We’d love to hear your Wix “origin story.” When did you start building, what made you stick with it, and in what ways have your offers changed from that first site to what you do now?

Response 2 - Use a conversational tone, as though we are sitting and having a conversation.

Absolutely, Joseph. This question always brings me back to a very personal place, because my “origin story” with Wix began long before Ikaria existed — and long before I ever imagined becoming an entrepreneur.

I was 16 years old, still in high school, when my team and I ran for student government. And back then, I felt that a simple speech wasn’t enough. People forget speeches… but they rarely forget a story they can see and interact with.

So without knowing anything about websites, I opened Wix and built my first-ever site — a simple page presenting our team, our proposals, and what we believed in. At the time I didn’t know it, but that moment would reconnect with me years later in the most unexpected way.

For the next couple of years, every school project I touched somehow ended up with a website. Not because I saw myself as a designer — it just felt natural to give each idea a place to live.

Fast-forward to 2020, and something in my heart kept calling me toward entrepreneurship. I wanted to be part of the growth of others — their ideas, their early steps, their dreams. That’s when I created Ikaria Marketing.

Of course, Joseph, like any entrepreneur in their twenties, I made mistakes. Many. And I say that openly because entrepreneurship isn’t something most institutions teach us. They prepare us for the working world, but from a completely different perspective.

What truly shaped us was not only learning from our own mistakes, but also listening to the mistakes of other entrepreneurs and studying how major companies grew — not just their successes, but the patterns hidden in their struggles.

Those stories, those failures, those turning points… they helped us define a clearer path forward.

Over time, those lessons became insights,
those insights became direction,
and that direction became the foundation of Ikaria’s philosophy today.

Our offers have evolved drastically since that very first site. In the beginning, it was simply about building websites. Today, after years of observing what genuinely helps businesses grow, our focus is deeper: identity, story, mission, values, and creating an organic presence that attracts instead of chases.

Now we know which steps to take, which steps to avoid, and how to guide entrepreneurs through both their victories and their setbacks — because both are essential to the future they’re building.

In your opinion, what sets your company apart? A lot of clients believe they can “just build it themselves,” or that Wix is limited. What insights do you share with clients about its real capabilities?

Response 3 - Use a conversational tone, as though we are sitting and having a conversation.

In my opinion, what truly sets Ikaria apart is that we don’t see simplicity as a limitation — we see it as an invitation. Great things often begin with simple tools, and Wix is a perfect example of that.

I’m a genuine fan of Wix, not only because I became a Wix Partner in 2022 and had the opportunity to enjoy the benefits and community that came with it, but because of what I’ve been able to build with it. Many people still see Wix as “just a DIY platform,” and I understand why — that’s how it’s marketed on the surface. But once you look deeper, you realize something important:

Wix is only simple until you learn how powerful it actually is.

Tools like Wix Velo have allowed me to create solutions for businesses that, at one point, didn’t have the capital to build fully custom-coded systems.

To give you a few examples:

We built a full logistics platform with shipment tracking, delivery confirmation using QR code scanning, and geolocation-based route guidance using Google APIs.

Once, I even created an internal social network for a neuro-programming entrepreneur — a private community where her clients can post, chat, share progress, and stay connected.

These aren’t “simple websites.” These are platforms that traditionally required entirely custom development… yet Wix made them possible and accessible.

That’s why I believe in Wix:
it turns what once felt impossible into something achievable.
It gives entrepreneurs access to tools that used to be reserved only for those with large budgets.

And regarding clients who say, “I could build this myself,” we love that. Many of our clients did build their first site on their own — and we encourage it. Because when they later invite us to redesign or restructure their site, we already have something priceless:

their essence.
Their vision, their attempts, their ideas — all visible in what they created.

Our job is not to erase that.
Our job is to translate it into something unique, elevated, and professionally structured… without relying on templates.

So what sets Ikaria apart is this mindset:
We don’t fight the DIY world — we embrace it, refine it, and turn it into something exceptional.

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Every project teaches something new. What services do you focus on, and what past builds helped shape the way you now approach design, development, or client work?

Response 4 - Use a conversational tone, as though we are sitting and having a conversation.

Every project truly teaches something new, Joseph. And over time we realized that our real focus isn’t just on design or development — it’s on reinforcing the soul of a brand. Today, many people start businesses without a clear sense of identity. At the same time, the digital world is saturated with ads, and audiences have learned to tune them out.

In fact, a university study in the U.S. showed that people now develop a kind of “ad-blindness”: they can detect an ad without even looking directly at it and simply ignore it. That’s where we believe brands with genuine purpose can stand out.

One of the projects that opened our eyes the most was Workflow Solutions.
During a call, its founder told us she no longer wanted to compete where everyone else was fighting for attention. She shared something personal — that her daughter, who has a disability, once told her: “Mom… I want to be an entrepreneur.”

And at that moment, she realized she could create opportunities for people who often have fewer doors open to them. That conversation changed something in us. It reminded us that companies with real stories, passion, and heart don’t always have the budget that matches their potential — but they do have something far more valuable: purpose.

What we focus on today

We structure all our services around that idea:
the story, the identity, and the transformation a brand creates in others.

Storytelling

Branding

Web Design & Development

Organic Strategies

SEO

Blog & Content Creation

Brand Identity

But everything we do is aligned with the company’s story — and how to turn people who want to belong into loyal followers of our clients.

Now, something meaningful we recently introduced…

We created a new model called Partner Sponsorship. And to clarify —
clients don’t pay extra, and they don’t cover the cost of two companies.

Instead, Ikaria takes a percentage of our own pricing and allocates it to a charitable organization, giving that organization access to the same services without needing the financial means.

So when a client chooses us, they’re not just investing in their project —
they’re opening the door for another story to be told.

And we’re very happy to share that our first sponsored organization is The Silent Hum, based in New Zealand, supporting individuals and families emotionally and financially through cancer treatments, illness, grief, and hardship.

For us, Joseph, this model represents what Ikaria stands for:
growth with impact — where every project not only builds a digital presence but also supports a purpose-driven story somewhere else in the world.

Do you consider yourself a builder who can create in any industry, or do you specialize in a particular niche? And what makes you an expert in that space?

Response 5 - Use a conversational tone, as though we are sitting and having a conversation.

This has been such a great conversation. Before we wrap up, can you share three pro tips for anyone building a website on Wix — and let our readers know how they can connect with you?

Response 6 - Use a conversational tone, as though we are sitting and having a conversation.

As Dr. Mario Alonso Puig — a neuroscientist I’ve followed for quite some time while studying how the entrepreneur’s mind works — once said:
“A great interview begins with great questions.”

So thank you, Joseph. I’ve truly enjoyed taking this moment to share my story, and I hope it helps others on their own path.

Before we wrap up, here are three pro tips I always share with anyone building on Wix:

1. Build your website for your audience, not for yourself.

Study your clients. Learn what they prefer, what they struggle with, the questions they constantly ask, and the needs they expect you to solve.
This is the first step toward real organic positioning — because a site designed around human behavior will always outperform one designed around assumptions.

2. Create a space dedicated to educating your audience.

Education builds trust.
If you run an online perfume store, for example, write blogs about how to make fragrances last longer, how to choose scents for different seasons, or how to layer perfumes.
Useful content doesn’t just attract visitors — it nurtures loyal followers.

3. Define the elements that express your brand’s identity.

Your colors, your tone of communication, your wording, and the emotion behind your visuals all matter.
These elements make the creative process smoother and help people recognize you instantly.

And here are two lessons I’ve learned along my journey — both from my own path and from the experiences of my clients:

It doesn’t have to be perfect. It just has to start.
Everything takes shape as you move.

Never compare your beginning with someone else’s middle.
Comparison is the quickest route to mental exhaustion.
Your essence — your story — matters.

How to connect with Ikaria

Starting December 15, we’ll be launching our fully renewed website, along with a new section called Ikaria Lab, where readers can explore tips, educational blogs on Organic Marketing, stories, studies, and resources.

And for anything you may need, I’m personally available at:
📩 grow@ikaria.agency

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