What to Include on Your Squarespace Website if You’re a Service Provider
If you’re a service-based founder (coach, consultant, designer, photographer, therapist, or anything in between,) your website isn’t just a digital business card. It’s your first impression, 24/7 salesperson, and ultimate trust-builder. And if you’re building on Squarespace (smart move), the right structure and content can make the difference between clients who click away and clients who can’t wait to book you.
This quick guide breaks down exactly what every service provider needs to include on their Squarespace website to attract high-value clients and convert them with ease. Think of it as your website checklist for service businesses straight from a designer who lives and breathes strategic brand sprints.
1. A Clear, Scroll-Stopping Homepage
Your homepage is prime real estate. In the first five seconds, a potential client should know:
Who you are
What you do
Who you serve
How to work with you
That means no vague taglines. If you’re a business coach for creatives, say it upfront. If you’re a therapist specializing in trauma-informed care, own it. Clarity converts.
Homepage must-haves for service providers:
Headline: Clear and client-centered (e.g., “Helping Creative Entrepreneurs Build Profitable Businesses” rather than “Welcome to My Site”).
Subheading: A line that adds personality and speaks to your unique method.
Call-to-Action (CTA): Above the fold. Always. Whether it’s “Book a Call,” “View Services,” or “Start Your Project,” make it impossible to miss.
Quick service overview: A snapshot of what you offer, with a link to learn more.
Trust cues: Featured logos, client testimonials, or even just a line about how many clients you’ve served.
2. A Services Page
Too many service providers make this mistake: they treat their services page like a price list instead of a sales page. But here’s the truth: your services page is where most of the conversions happen.
What to include on your Squarespace services page:
An offer overview. Lead with the transformation, not the task. (“Get a high-converting website in a day” sounds better than “Squarespace web design”).
A easy-to-digest break down packages or offers. Include what’s inside each so clients know exactly what they’re getting.
Pricing (yes or no?)…..this totally depends on your business model. Transparent pricing builds trust and filters for ready-to-invest clients. If you prefer discovery calls ahead of accepting projects, you can use “starting at” ranges!
Include plently of CTAs (calls-to-action) sprinkled throughout. Don’t just stick one “Contact” button at the bottom! Guide your reader down the page with multiple opportunities to book or inquire.
Visuals! Mockups, brand images, or process graphics. Words + visuals = trust, with a peek into your world.
3. An About Page That Feels Personal (But Still Strategic)
Yes, clients want to know about you. But mostly, they want to know if you get them. Your about page is the perfect place to build trust by blending your story with their needs.
About page essentials:
Your why: Share the heart behind your business. For example, at Knight Theory, my studio is named after my late mom — it’s personal, but it also frames our “hospitality-first” philosophy.
Your credibility: Highlight your experience, credentials, or client results without turning it into a résumé.
Your values or philosophy: What makes you different from every other service provider?
Photos: Show your face (or brand imagery that feels personal). People trust people.
👉 Kyler note: Don’t be afraid to sprinkle in quirks or personality. If you’re obsessed with oat lattes or 90s R&B, say it. Clients remember human details.
4. A Portfolio or Case Studies Page
Even if you’re not a designer or photographer, showcasing your work builds credibility. A portfolio for a service provider might look like:
Coaching case studies with before-and-after results
Testimonials paired with headshots
Screenshots of deliverables (like a polished PDF or redesigned website)
Metrics or results when possible (“Helped client increase inquiries by 200% in one month”)
Squarespace makes it easy to create portfolio grids or gallery pages that look sleek and professional.
5. A Blog or Resources Section
This is where the SEO magic happens. A blog (like this one) allows you to target keywords your dream clients are searching for while showing off your expertise.
For service providers, strong blog ideas include:
“5 Things to Ask Before Hiring a [Your Service]”
“The Biggest Mistakes [Your Audience] Make With [Your Industry]”
“How to Know If You’re Ready to Invest in [Your Service]”
Squarespace SEO tip: Use keyword-rich titles, headers, and meta descriptions. Sprinkle in natural keyword phrases like Squarespace website design for service providers or service business website checklist.
👉 Kyler note: Blogging is not dead. It’s just waiting for founders who can pair SEO with personality.
6. Contact Page (With a Purpose)
A contact page shouldn’t be an afterthought. It’s where interest becomes action.
Contact page essentials for service providers:
Inquiry form. This is a given, isn’t it? Make sure to include important pre-qualifiers to save you time. Example: “What service are you interested in? On what date?”
Provide next steps. People like to know so they can prepare. Tell them what to expect after they hit “submit.” Will you reply in 48 hours? Will they book a call with you right away?
An alternative contact method. Some clients still like a good old fashioned email instead of a contact form.
Social links. If you’re active elsewhere, include them.
FAQs. Include answers to common questions (or a link to them)
Never make a client hunt for your contact info. If they’re ready to buy or work with you, don’t make them work for it!
7. Trust Builders Across Every Page
Here’s the secret: trust isn’t built on one page, it’s built everywhere! Sprinkle in:
Testimonials or reviews
Client logos
Certifications or press features
Process breakdowns (people love knowing what happens after they book you)
When in doubt, ask: What would make me feel confident hiring someone online? Then build that into your site.
Bonus: SEO + Design Tips for Service Providers
Use keywords naturally: Avoid keyword stuffing “AKA trying to cram relevant keywords into as many sections as possible. It, quite frankly, looks like spam and is a fast way to get views to bounce away from your site. Keyword phrases like “Minnesota Wedding Photographer” or “coaching website template” should feel seamless.
Optimize images. This is a hot website design tip! Compressed images make for a faster-laoding website, Always rename and compress images before uploading. TinyPNG is a great tool for this. (Not an affiliate link!)
ALWAYS make it mobile-first. Most clients (including you right now, probably) are browsing on phones. Make sure your buttons and forms are thumb-friendly.
Final Thoughts
A strong Squarespace website is more than pretty fonts and colors, (although a beautiful site is always a business upgrade!) It’s a strategic ecosystem designed to guide your dream clients from curious to committed. With the right homepage, services page, about, portfolio, blog, and contact, you’ll not only look professional, but you’ll feel unstoppable.
At the end of the day? A website isn’t just where clients find you, it’s where they decide to trust you. And when you get that right, your business becomes unforgettable to the perfect people.
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Psssst……I get it, this all still sounds daunting. Don’t want to piece it together on your own? Knight Theory™ builds expert, elevated Squarespace websites in fast, focused sprints.
