Squarespace for Sales

Steal our signature 7-step process to create a website that attracts more clients, cash, and opportunities to your service-based business.


Step 1: The Plan, Stan

It all starts with strategy. During this stage, you’ll dig into who you are, where you are in your business, and where you want to be. You’ll also dig into who your clients are, and what they need right now.

  1. Get clear on your business

Key questions:

  • What’s your business?

  • What do you sell?

  • Who do you sell it to?

  • How would you like them to buy it from you?

For example:

Laura is a photographer who sells 1:1 portrait sessions. She offers packages for newborn, toddler, and family portraits. She’d like clients to visit her website, read about her services, and book a free 30-minute consult call.

2. Get clear on your customers

Key questions:

  • What’s the most common way your clients and customers find you? For example, referrals, through social media, a google search etc.

  • What do they need to see, hear, and learn from you before they make a purchase or contact you?

For example:

Laura’s photography clients mostly come from referrals and in-person connections.

When they land on her website, they’re looking to get to know her better. They want to learn about Laura’s packages and pricing, see samples of her work, and make sure that she’s professional and trustworthy — someone they’d want around their kids.

3. Take action

  • Based on the information in steps 1 and 2, write a list of the key pages of your site. This is called a sitemap.

  • Decide on the #1 most important action you want your website visitors to take. Write it down.

  • Brainstorm a few paths your website visitors might take to get from A to Z.

For example:

  • Laura’s photography website needs these key pages to meet her goals: home, about, services, portfolio, and contact. She also needs a privacy policy and terms of service page.

  • The most important action for her visitors to take is booking a free 30-minute consult call.

  • One path visitors might take through her site is: home page —> about page —> services page —> book a call

At the end of this stage, you’ll have:

  • A clearly defined goal for your website

  • A list of your website pages (your sitemap)

  • An outline of your customer’s journey


Step 2:

Money-Making Messaging

With your strategy done and your site planned, it’s time to craft copy that connects with your ideal customer so you’re not just seen as the best solution — you’re seen as the only solution.


Words matter, but how do you craft compelling copy that your clients will love?

If you’re an established business owner (2+ years), you’ll get the best results working with a professional writer. They’ll be able to confidently nail the tone and feel you’re after and craft words that have your ideal clients reaching for their wallets.

Rates will vary, but I recommend budgeting $3,000-5,000 for copy for your service-based business website.

If you’re a new business owner (less than 1 year), I recommend writing your own copy. Your business is evolving every day. You’ll get the best results if you have DIY copy that you can test, tweak, and adapt quickly.

I recommend investing in a course like The Wordshops or The Copy Cure. Learning the basics of copywriting will give you an edge over other new business owners.

If you’re not sure, most copywriters offer intensive sessions where you can review and edit your existing copy. This can be a great way to get professional help on a budget, whether you’re established or just starting out.

Take action:

  • Use your sitemap to create a content checklist. What kind of text will go on each page?

  • Decide if you’re going to hire professional copywriter or DIY your web copy

  • Create and edit your copy. Don’t forget about “extra” pages, like your website’s privacy policy and your email opt-in freebie

  • I recommend using Word or Google Docs to create your copy

At the end of this stage, you’ll have:

  • Text for every page of your website

  • Your site’s privacy policy

  • Text for your email opt-in freebie


Step 3:

Visual Design

With a clear vision at this stage, it’s time to dive into your photos, logo, fonts, and colors so that your website has a look and feel that truly represents YOU.

  1. Gather inspiration

Take screenshots of other websites and brands you like, create a Pinterest board, and soak up the visual inspiration.

2. Schedule a photoshoot

Great images are essential to crafting a website that converts browsers into customers and life-long fans. The best way to get great images is to create your own.

If your budget allows, I recommend working with a stylist like Elsa Isaac to nail the look and feel you’re after in your images.

3. Create your visual branding

Your visual branding includes your logo, fonts, and colors.

If you’re an established business owner, work with a branding pro to craft a visual identity that’s uniquely yours.

If you’re a new business owner, keep it simple. You can buy a pre-made logo from Creative Market, pick a typeface you love, and pick one accent color. You can always switch it up as your business grows.

Take action:

  • Gather inspiration in a Pinterest board

  • Schedule a photoshoot, edit your existing images, and/or curate stock photography

  • Pick a logo, fonts, and colors for your website

At the end of this stage, you’ll have:

All of your text, images, and brand assets ready to roll! Next, you’ll combine them into a stunning website.


Step 4: Design and build your website

During this stage, you’ll combine your copy, photography, and branding to design and build a strategy-focused website from scratch. Squarespace is perfect for service-based businesses.


Step 1: set up the tech basics

Action steps:

  • Buy a domain name (~$12 per year)

  • Buy a professional email address (~$5 per month)

  • Register your Squarespace account ($12-18 per month)

  • Sign up for an email marketing software ($0-29 per month)

  • Sign up for scheduling software to host client calls (~$15 per month)

  • Claim your social media handles

Step 2: create your website

Action steps:

  • Pick a Squarespace template. I recommend templates in the Brine family.

  • Using your sitemap, create your key pages

  • Add your pages to your main navigation

  • Working page by page, create your layouts and add in the text and images you’ve prepared. I like to start with the homepage first.

  • Create your contact form

  • Create your lead capture form to collect emails

  • Upload your logo

  • Change the colors and fonts of your template to match your branding



Demo Disco

Once your site is built, you’ll need to do a final round of review so you can make sure every piece is perfect. Then: It’s launch day!

Action steps:

  • Check every link to make sure that it works

  • Test your contact form

  • Test your email capture form

  • Proofread your copy

  • Check your site on mobile and tablet devices

  • Check your site in different browsers



Launch your site!

Once your site is built, you’ll need to do a final round of review so you can make sure every piece is perfect. Then: It’s launch day!