Kristin Elizabeth Goins
Kristin Goins is an accomplished Web Design Team Lead and Digital Media Project Manager at SmartSites, where she blends creativity with strategy to craft websites that are both visually stunning and highly functional. With a keen eye for aesthetics and a passion for thoughtful design, Kristin ensures every project reflects the client’s brand identity while optimizing user experience and conversion. Her attention to detail (perfectionism) from font pairings to color-coded planning has become a signature aspect of her work, making her designs not only beautiful but purpose-driven. With a background in both design and customer service, Kristin has cultivated a unique ability to translate big ideas into clean, engaging visuals that clients are proud to share long after launch. She oversees the internal design process at SmartSites, mentors her team, and integrates SEO and UX best practices into every project. Kristin has also contributed to the broader design and marketing community as a featured speaker on webinars covering customer journeys, accessibility, and high-converting user experiences. Kristin’s career spans nearly two decades of freelance graphic design, project management, and client advocacy, giving her deep insight into building brands online with confidence. She is recognized for her leadership, collaborative spirit, and dedication to client success, having earned accolades such as the Web Excellence Awards for interactive and corporate web design. Outside of work, she enjoys exploring creative outlets, attending live music events, and spending quality time with family, friends, and her cats.
• Web Design Team Lead, SmartSites
• East Tennessee State University - BS
• Web Excellence Awards | Categories Features & Design Interactive Design Parallax Website Corporate & B2B
What do you attribute your success to?
I credit my growth to ambition, creativity, and the work ethic I learned from watching my mother’s career evolve. I started in 2012 with curiosity and a drive to prove myself, and over the years I’ve built my way up to Project Manager and Web Design Team Lead by staying adaptable, learning quickly, working side jobs, and consistently delivering for my clients.
What I’m most proud of is the trajectory itself, gaining experience, sharpening my skills, and earning trust step by step. My focus has always been on helping business owners, especially small businesses, strengthen their digital presence. There’s something incredibly rewarding about transforming a brand’s online identity and seeing the confidence it gives them.
For me, influence isn’t about titles - it’s about reliability, perspective, and the ability to make clients feel understood and supported throughout the process. Their success is my success.
What’s the best career advice you’ve ever received?
The best advice I ever received was to stop waiting until I felt “ready.” I used to think I needed to know everything before taking on bigger roles or challenges, but the truth is most growth happens while you’re already in motion. Stepping into opportunities before you feel 100% prepared forces you to learn fast, get creative, and trust your instincts. That mindset changed everything for me — it pushed me to advance, to lead, and to take on work that ultimately shaped my career.
What advice would you give to young women entering your industry?
Don’t underestimate the value of your perspective. Web design and digital strategy evolve constantly, and fresh ideas matter. Learn the fundamentals, yes.; but don’t lose the creativity and curiosity that got you started. Also, don’t be afraid to ask questions or advocate for yourself. This industry moves fast, and the people who grow are the ones who stay curious, speak up, and treat every project like a chance to sharpen their craft. Your voice and style have a place here.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges and opportunities is the rapid pace of technology. AI, automation, and ever-changing digital standards can feel overwhelming, but they also open the door for smarter, more intuitive design work. The real challenge is balancing efficiency with real creativity: making sure websites still feel human, intentional, and connected to the people they’re built for. The designers who embrace new tools and keep a strong creative point of view are the ones shaping where our field is headed.
What values are most important to you in your work and personal life?
The values most important to me in both my work and personal life are integrity, dedication, and empathy. I strive to approach every project and relationship with honesty, reliability, and genuine care for others. Outside of work, I enjoy watching movies, listening to music or attending live concerts, spending quality time with family, friends, and my cats, and exploring new places through travel. These hobbies keep me inspired, balanced, and energized for both my personal and professional pursuits.
Locations
SmartSites
Johnson City, TN 37601