Succeeding Locally with Squarespace Websites

Learn how local businesses can thrive using Squarespace with tips on SEO, design, Google integration and trust-building.

At Lillian Purge, we specialise in Local SEO Services and have written How local businesses can succeed with Squarespace websites to help you build brand visibility, trust and local referrals through smart design and optimisation.

Squarespace has become one of the most popular website builders for small and local businesses thanks to its sleek templates, user-friendly design tools, and all-in-one hosting solution. While it is simple to use, success on Squarespace still depends on understanding how to combine strong design with local SEO, user experience, and digital marketing best practices.

This article explores how local businesses can get the most from their Squarespace websites to attract more customers and stand out in local searches.

1. Build a Clean and User-Friendly Design

First impressions matter online. A well-structured, visually appealing Squarespace website helps build credibility and trust. The platform offers professional templates tailored to different industries, from restaurants and salons to service providers and retail shops.

To succeed:

  • Choose a clean, responsive template that looks great on both desktop and mobile.

  • Use clear navigation so visitors can easily find your services, pricing, and contact details.

  • Avoid cluttered layouts or unnecessary animations that slow down loading times.

A professional and easy-to-navigate website encourages users to stay longer and engage more, improving both conversions and search performance.

2. Optimise for Local SEO

Squarespace offers SEO tools that make optimisation straightforward for small business owners. Local SEO ensures that your business appears in Google Maps, local packs, and location-based searches.

To optimise your Squarespace website:

  • Include your city or region in page titles, meta descriptions, and headings.

  • Add your business name, address, and phone number (NAP) consistently across every page.

  • Create a dedicated “Contact” page with an embedded Google Map.

  • Register your business on Google Business Profile and link it to your website.

  • Use Squarespace’s URL editor to create clean, descriptive URLs that include relevant local keywords.

These small steps help Google understand where your business operates and make it easier for nearby customers to find you.

3. Create Location-Specific Content

Content plays a major role in local search success. Writing locally relevant content not only engages your audience but also helps your website rank for specific areas and services.

Ideas for location-based content include:

  • Blog posts about local events, news, or community involvement.

  • Service pages tailored to different neighbourhoods or towns.

  • Testimonials from local customers.

  • Case studies showcasing work done in your local area.

Squarespace’s blogging feature makes it easy to publish and organise content. Regular updates show Google that your website is active and relevant, helping to boost rankings over time.

4. Showcase Reviews and Testimonials

Customer trust is essential for local business success. Displaying reviews and testimonials on your Squarespace site builds confidence in your brand and supports SEO by adding keyword-rich content.

You can:

  • Add a testimonials section to your homepage or about page.

  • Use Squarespace’s text blocks or gallery features to feature customer feedback.

  • Encourage satisfied customers to leave Google Reviews and display them on your site using plugins or embeds.

Positive reviews not only influence potential customers but also improve your overall authority in local search results.

5. Focus on Mobile Performance

With most local searches happening on mobile devices, your Squarespace website must perform flawlessly on smartphones. Fortunately, Squarespace templates are designed to be mobile-responsive by default.

To enhance mobile performance:

  • Keep layouts simple with short paragraphs and clear calls to action.

  • Ensure buttons and links are easy to tap.

  • Compress images to reduce load times.

  • Test your website using Google’s Mobile-Friendly Test tool.

Fast, mobile-friendly pages help you rank higher and ensure visitors have a smooth browsing experience.

6. Use Clear Calls to Action

A well-optimised local business website guides users toward taking action whether that’s booking an appointment, requesting a quote, or visiting your store.

Make your calls to action visible and specific:

  • Add “Book Now,” “Call Us,” or “Get a Quote” buttons to key pages.

  • Place contact forms above the fold so users can take action quickly.

  • Ensure your phone number is clickable for mobile users.

Squarespace’s built-in buttons and scheduling tools make it easy to add calls to action that encourage conversions.

7. Leverage Squarespace Analytics

Squarespace includes built-in analytics that show where your visitors come from, which pages perform best, and how users engage with your content. Monitoring these insights helps you identify opportunities for improvement.

Pay attention to:

  • Traffic sources (organic search, social media, referrals).

  • Top-performing pages.

  • Bounce rates and session duration.

  • Conversion actions such as form submissions or clicks to call.

Using this data allows you to refine your SEO, improve user experience, and make informed marketing decisions.

8. Connect Social Media and Email Marketing

Squarespace integrates easily with social media platforms and email marketing tools like Mailchimp. Connecting your accounts allows you to share updates automatically and reach a wider audience.

You can:

  • Add social icons and feeds to your site.

  • Create landing pages for special promotions or email sign-ups.

  • Encourage visitors to follow your business on Instagram or Facebook.

A cohesive online presence across multiple channels helps reinforce your brand and drive consistent engagement.

9. Keep Your Site Updated

An outdated website can harm both user trust and SEO performance. Regularly update your Squarespace site with new photos, service information, and blog content. Check for broken links and ensure your contact details are accurate.

Adding seasonal promotions or limited-time offers also keeps your site fresh and relevant for returning visitors.

10. Build Local Backlinks

While Squarespace handles much of the technical SEO, building external links remains an important ranking factor. Collaborate with other local businesses, community groups, or news outlets to earn backlinks from local websites. These links signal to Google that your business is active and trusted within your area.

Final Thoughts

Squarespace provides a strong foundation for local businesses to establish a professional online presence without needing technical expertise. However, success depends on pairing its design features with consistent SEO, engaging content, and regular updates.

By optimising for local search, creating location-specific content, and maintaining a strong online reputation, small businesses can turn their Squarespace websites into powerful tools for growth and visibility.

At Lillian Purge, we help local businesses optimise their Squarespace websites for better rankings and conversions. From on-page SEO to content strategy, our tailored approach ensures your website stands out in local search results and attracts the customers that matter most.

We have also written in depth articles on Best Squarespace SEO settings every business should know and how to change font on squarespace as well as our Squarespace Hub to give you further guidance.