Squarespace, the all-inclusive website building platform, is the number one solution for anyone looking to create an impactful and stylish online presence and hoping to share their unique stories with the world.
From individuals as disparate as the plumber on Main Street, to the frenetic entrepreneur building the next life-altering app, to Fortune 500 companies; Squarespace has been the website builder of choice for over 1,000,000 paying customers since launching in 2004.
Even though Squarespace is a website builder and not a post-click landing page platform, the brand still recognizes the power of post-click landing pages and the importance of having a clear, focused page to convert prospects into customers.
What is a post-click landing page?
A post-click landing page is a standalone web page used to get visitors to take a specific action, such as signing up for an account, downloading a guide or report, buying a product or service, registering for a webinar, etc. To convince visitors to take action, a post-click landing page uses a variety of persuasive elements like attractive headlines, compelling copy, social proof, visual cues, strong CTAs, and more.
A quick look at Squarespace promotions
Rather than linking to post-click landing pages, the brand often uses social media and paid search ads to link to its homepage, blog articles, and other brands’ websites that Squarespace has built.
To demonstrate, here is a Tweet linking to Tom Delavan’s website — created by Squarespace:
Next is an Google ad when searching by their brand name that doesn’t link to a post-click landing page:
And another that appeared for the search phrase, “website builder:”
In both cases, the ads direct search users to the brand’s homepage — instead of linking to Squarespace post-click landing pages.
Now let’s take a look at their post-click landing pages, along with critiques.
How Squarespace uses post-click landing pages
Take a look at some of the ways Squarespace uses non-traditional post-click landing pages to promote its services. We say “non-traditional” because they’re not post-click landing pages in the truest sense. They often include navigation links at the top, footer links, and sometimes multiple CTAs with different goals.
However, the examples below use post-click landing page features and characteristics such as compelling imagery, white space, and short forms.
Keep in mind, for shorter Squarespace post-click landing pages, we’ve shown the entire page. However, for longer pages, we only displayed a portion of the page. You may need to click through to each post-click landing page to see some of the points we discuss. Also, some of the examples listed below may be undergoing A/B testing with an alternate version than the one displayed below.
1. To generate sign ups
The Facebook post below (along with their Super Bowl commercial) is part of an entire campaign featuring John Malkovich designed to get people to “get your domain before it’s gone:”
At video’s end, viewers are sent to the brand’s homepage where they find a header banner hyperlinked to a click-through page. This is the first page in the Squarespace / John Malkovich series:
When prospects click the “View the campaign” button on that first page, they are brought to this second page in the series:
The purpose of these pages is to warm people up to the offer, and prepare them to sign up for a Squarespace account (signup page shown below).
What the pages do well:
- The use of black exudes a professional, premium vibe and lends to an aura of quality.
- The high quality videos elevate the trust value to the page and increase the likelihood of a prospect being interested in building their own website with Squarespace.
- The crisp images provide a very high-end effect. The first page contains images of John Malkovich’s face, likely connecting to people’s emotions. The second page includes images of his Squarespace website, showing people the quality of the platform.
- Both pages do a great job of telling a story. The two videos on the first page are labeled “Part I” and “Part II,” which introduce the story. On the second page, John Malkovich’s campaign is shown, persuading prospects to “make their next move.”
- ”Get your domain before it’s gone” provides a sense of urgency that encourages prospects to convert quickly.
- The pricing comparison on the first page lets prospects know that they’re getting the best deal by working with the brand instead of competing website builders.
- The use of white space throughout both pages helps the pages stay organized and draws attention to important elements of the pages.
What could be A/B tested:
- There are several exit links, including the Squarespace logo of both pages, the footer links, social share buttons beneath the videos, and John’s website link on the second page. All of these links lower the chance of conversion since prospects could leave before making it to the final signup page.
- All CTA buttons could contrast more with the color scheme. Instead of designing the buttons with a simple white border, designing them in a brighter color would attract more attention and get more clicks.
- The gray text in the white section on page 2 is difficult to read. Making this copy more readable would be less of an eye strain for visitors.
Once a visitor clicks the “Start Your Free Trial” CTA on page 2 and selects a website template, the story ends by asking visitors to sign up for an account using this page:
The headline and CTA button make the page goal clear since the CTA button reads “sign up,” and both components read “create your site.” The CTA button stands out well against the black background, but the copy could be improved. Perhaps something like, “Sign up for my free account now” or “Create my free site” would compel more prospects to convert.
The copy underneath the headline provides two different benefits to signing up: No credit card required and users are free to change their template whenever they want. Finally, the short 4-field form only requests basic information, making it likely that prospects will feel comfortable filling it out.
2. To assist companies with making logos
Squarespace doesn’t only specialize in building websites because their platform also helps brands create company logos. To obtain customers and make logos; the brand uses this simple, goal-focused page:
What the page does well:
- The headline gets straight to the point making it clear that creating your logo with Squarespace will not be difficult.
- The 1-field form only asks for company name, making prospects more likely to complete the form without hesitation. The field draws attention because it’s a big, bold, black rectangle compared to other visual elements on the page.
- The image allows people to see what their business card would look like with a logo made with Squarespace.
- The arrow next to the form guides visitors to where to click next.
- Lots of white space draws attention to the headline and form.
What could be A/B tested:
- The business card could be tested in a different color, since it’s a similar shade of white, making it difficult to spot the card at first glance.
- The two hyperlinks in the bottom corner could be removed and given their own post-click landing pages so that prospects are focused on creating a logo here.
- Adding benefit text to explain why creating a logo with Squarespace is a smart idea may get more people to start the process.
3. To target various business niches
In the homepage footer under the “Tours” category, a variety of industries are listed: online stores, photographers, bloggers, artists, restaurants, musicians, weddings, and small businesses.
This page in particular encourages visitors to create a blog:
What the page does well:
- The headline and the subheadline speak directly to prospects in a compelling way. The use of the word “your” makes readers feel more connected to the offer while “no credit card required” adds persuasiveness to the page.
- The arrow visual cue lets visitors know there is more below the fold they should see. Although to really make it obvious, the arrow should be larger, bolder, and not blend in with the background.
- The copy uses different forms of the word “you,” which speak directly to prospects and building a connection with them.
- The list of benefits viewable by scrolling is a nice addition because it prevents the page from appearing cluttered and leaves room for the relevant images.
- The images of customer service staff and informing viewers they are available 24/7 helps reassure prospects that working with Squarespace is a good experience.
- The use of white space keeps the page organized and draws attention to important elements like the “Get Started” CTA button and template options.
What could be A/B tested:
- The CTA buttons could be tested in a more eye-catching color, and the copy could be rewritten more impactful than “Get Started.” CTA copy that is more benefit-focused, like “Help Me Create My Blog,” may get better results.
- The navigation between industries takes some of the focus away from each niche. It might be more effective to create a unique page for each category.
- Numerous exit links like the logo at the top, navigation links at the bottom, and customer examples in the middle give prospects too many chances to leave the page before converting.
4. To provide an online community for Squarespace users
The platform offers its most experienced users the opportunity to join an online community of professionals, known as the Circle. Members of the Circle have access to a plethora of expert insights and optimized support from other professionals.
The link to the Squarespace Circle page can be found in the “Community” section of the homepage footer:
What the page does well:
- White space breaks the page into sections, keeping it organized and easy to read.
- The use of white makes the page look polished and conveys the premium look many Squarespace users find attractive.
- The “Learn More” CTA uses an anchor tag that, when clicked, sends visitors below the fold to read about the community’s benefits.
- The lists of features and benefits informs prospects about joining this community, helping persuade them to join the Circle.
What could be A/B tested:
- Multiple outbound links give people too many choices to click away from the page.
- The CTA button color is transparent so the button could be redesigned with a bold, contrasting color, like orange.
- The CTA copy could be more persuasive than “Join Now.” “I Want to Join the Circle” could produce better results.
- Adding testimonials from Circle members may be helpful. While listing the features and benefits is nice, having affirmation from current members is even better.
Which Squarespace post-click landing pages inspired you?
Squarespace’s mission is to “make beautiful products to help people with creative ideas succeed.” The brand conveys their unique value proposition and related offers in a variety of ways by using post-click landing pages and other focused web pages.
Based on these critiques, start creating optimized post-click landing pages for any offer you promote. Add to your marketing stack with a best-of-breed post-click landing page platform such as Instapage. Sign up for an Instapage Enterprise demo today.