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Squarespace: 325% more trial conversions from content

Squarespace’s content was organized around its products and spread across disconnected surfaces. We rebuilt it around what new sellers needed. In the first year, engaged users rose 891% and trial conversions 325%.

Client

Squarespace

Role

Global Content Marketing

Content Marketing

Key Takeaway

Squarespace’s most valuable customers needed business education before product features. So we organized the content around the problems that stalled new sellers, put it in one hub with five journey territories, and measured it on trial sign-ups instead of clicks.

Context

Plenty of content, flat trial conversions.

Squarespace had brand equity, global awareness and plenty of content, but trial conversions had plateaued and paid media was losing efficiency. 52% of new users were first-time sellers who took months to activate.

Competitors were capturing demand with structured content systems. With international expansion ahead, Squarespace needed content that converted.

Approach

Three problems kept the content from converting.

Disconnected surfaces

Help center videos, how-to blogs, webinars and product guides sat in separate silos, with no link to the user journey or to conversion. Engagement didn’t turn into business results.

Disconnected surfaces

Help center videos, how-to blogs, webinars and product guides sat in separate silos, with no link to the user journey or to conversion. Engagement didn’t turn into business results.

Disconnected surfaces

Help center videos, how-to blogs, webinars and product guides sat in separate silos, with no link to the user journey or to conversion. Engagement didn’t turn into business results.

Education before features

Most high-value customers weren’t ready to buy. They needed business education first, and the content covered product features instead of the problems that stalled new sellers.

Education before features

Most high-value customers weren’t ready to buy. They needed business education first, and the content covered product features instead of the problems that stalled new sellers.

No architecture

Competitors had structured content ecosystems. Squarespace had no hierarchy, territories or feedback loops, so even strong pieces struggled to rank or convert.

No architecture

Competitors had structured content ecosystems. Squarespace had no hierarchy, territories or feedback loops, so even strong pieces struggled to rank or convert.

No architecture

Competitors had structured content ecosystems. Squarespace had no hierarchy, territories or feedback loops, so even strong pieces struggled to rank or convert.

Solution

One hub, organized by the customer’s journey.

The Content Hub

We built the Content Hub, one place to find all of Squarespace’s educational content, and reclassified every asset by journey stage.

The Content Hub

We built the Content Hub, one place to find all of Squarespace’s educational content, and reclassified every asset by journey stage.

The Content Hub

We built the Content Hub, one place to find all of Squarespace’s educational content, and reclassified every asset by journey stage.

The Content Hub

We built the Content Hub, one place to find all of Squarespace’s educational content, and reclassified every asset by journey stage.

Five journey territories

Five territories, from brand building to marketing, mapped content to what new sellers needed at each stage.

Five journey territories

Five territories, from brand building to marketing, mapped content to what new sellers needed at each stage.

Five journey territories

Five territories, from brand building to marketing, mapped content to what new sellers needed at each stage.

Five journey territories

Five territories, from brand building to marketing, mapped content to what new sellers needed at each stage.

Hub-and-spoke architecture

Pillar assets anchored each key topic, with posts, webinars and lead magnets linked around them and pointed at conversion.

Hub-and-spoke architecture

Pillar assets anchored each key topic, with posts, webinars and lead magnets linked around them and pointed at conversion.

Hub-and-spoke architecture

Pillar assets anchored each key topic, with posts, webinars and lead magnets linked around them and pointed at conversion.

Hub-and-spoke architecture

Pillar assets anchored each key topic, with posts, webinars and lead magnets linked around them and pointed at conversion.

Business metrics

We replaced bounce rate, time on page and clicks with engaged landings, trial sign-ups and lead-to-trial attribution.

Business metrics

We replaced bounce rate, time on page and clicks with engaged landings, trial sign-ups and lead-to-trial attribution.

Business metrics

We replaced bounce rate, time on page and clicks with engaged landings, trial sign-ups and lead-to-trial attribution.

Business metrics

We replaced bounce rate, time on page and clicks with engaged landings, trial sign-ups and lead-to-trial attribution.

Results

Engaged users up 891%, trial conversions up 325%.

Organizing by journey made content easier to find and moved more visitors to sign up.

Bounce rate on the blog fell 33%.

The “Squarespace Guide To…” videos drew 1.3 million views.

+891%

Engaged users, year over year

+325%

Trial conversions, year over year

-33%

Blog bounce rate

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