"5 Things I Always Include in a Custom Squarespace Website"
Whether you're a web designer honing your client process, a small business owner preparing for a site upgrade, or a DIY-er diving into templates, this post is for you.
Custom websites go far beyond just dropping your content into a template—they're a strategic, personalized experience. They’re ideal for business owners who are ready to invest in a site that reflects their brand, streamlines their client journey, and supports their growth with intention.
As a web designer, one of the things I love most about custom website projects is the opportunity to co-create with clients. Together, we clarify their business model, identify their ideal client journey, define how their offers are delivered, and ensure their site tells a cohesive brand story—right from launch.
That’s not to say templates don’t have their place! For business owners (or their virtual assistants) who feel confident customizing layouts, adding their own copy, and understanding basic design structure, a high-quality template can be a powerful tool for launching quickly and affordably.
But in this post, I’m sharing the five foundational elements I include in every custom website design project—so whether you're another designer building out your process, a business owner thinking about hiring a designer, or someone preparing to DIY with a template, you’ll walk away with a clear understanding of what makes a website not just look good—but work well.
Let’s dig into what really makes a custom website effective, strategic, and uniquely tailored to each business.
One: Clear Site Navigation
One of the most foundational (yet often overlooked) elements of an effective website? Clear, intuitive navigation.
Your navigation bar plays a critical role in guiding site visitors through your content—helping them quickly understand who you are, what you offer, who it’s for, and where to take action. A cluttered or confusing menu can create unnecessary friction, especially for first-time visitors.
As a web designer, I recommend keeping your primary navigation between 3 and 6 core pages. This keeps things simple and focused while still allowing room for depth through “hidden” pages that can be accessed via internal links or buttons throughout the site.
So no, this doesn’t mean your entire site is limited to 3–6 pages. These are just your main menu items—the ones users will see first to funnel them into whatever you strategically want to lead them to. Supporting pages like FAQs, 404s, and specific product or service details can (and should) live deeper within the site architecture as a “hidden” page (expounded on in Point 4 below).
Here's a sample main navigation I often recommend for service-based businesses:
About
Services (or Products, depending on your offer)
Portfolio (showcase past, successful client work)
Work With Me (a more personalized call-to-action option)
Contact
Your Home page is typically linked to your site title or logo, so including it in the navigation is optional. Some clients prefer to list it explicitly, while others rely on that top-left logo as a universal redirect. Either way works—it’s all about preference and clarity.
Common hidden or utility pages to build in (but keep out of the main nav):
FAQs
404 Error page
Legal pages (Terms, Privacy Policy, etc.)
When I’m working with clients, I always take time at the start of the project to map out their navigation structure together. I offer strategic recommendations based on user experience and brand goals, but ultimately, it’s their business—we collaborate to make sure the navigation serves both function and flow.
If you’re a fellow web designer, this is a crucial step in onboarding and discovery that helps align expectations early. And if you’re a business owner building your own site, start by asking: What do I want my visitor to do first? Then what? Then what? Let that guide your page hierarchy.
TWO: High-impact Homepage
Every homepage should be designed with intention—it’s your brand’s digital first impression and often the deciding factor in whether someone stays or clicks away. While homepage strategies may vary depending on your industry and goals, here’s a foundational structure I use for Story Reimagined custom website clients (and what I recommend adapting for your own site or template build):
Hero Statement or Tagline
This is the first message your site visitors will see—often positioned “above the fold” (the top section of your homepage that appears before scrolling). Think of this as your website’s one-sentence mission statement. It should be targeted, crystal clear, and speak directly to your audience. Who are you? What do you do? Who do you serve? What pain-point can you solve for them? Get creative here—your goal is to instantly spark curiosity and connection.
Core Messaging
Your homepage should clearly communicate your brand’s value and purpose. In just a few concise sections, tell your visitor:
Who you are
What your business does
Who it’s for
What makes it different
What transformation or results your client/customer can expect (or what problem are you solving for them)
Keep your messaging digestible—too much information up front can overwhelm visitors and increase bounce rates. Aim for clarity over complexity.
Lead Flow & Guided Navigation
Your homepage isn’t just a welcome mat—it should be a guided tour. Strategically direct visitors to the most important next step, whether that’s learning about your services, exploring your portfolio, or booking a consultation. Use visual cues like buttons, animations, or imagery to make navigation intuitive.
Consider including a lead magnet (a freebie, checklist, quiz, or downloadable guide) to encourage visitors to opt in to your email list. Think of it as a low-effort, high-value way for browsers to stay connected—and for you to start building trust early.
Calls to Action (CTAs)
Don’t leave your visitors guessing. Tell them exactly what to do next. Strong, clear CTAs guide users toward conversions—whether that’s filling out a form, exploring a service, or booking a call.
Here are a few CTA examples you can use or tweak based on your goals:
“Explore My Services”
“Book Your Free Consultation”
“Shop Website Templates”
“Download the Free Checklist”
“Get Started Today”
“View the Portfolio”
Clarity creates momentum. Make sure every button or link is intentional and leads your visitor further into your customer journey.
Three: Branded Fonts + Colors
Strong, intentional branding is what transforms a good website into a memorable one. While clear messaging is key, your website's overall impact depends just as much on how your brand is visually communicated through color, typography, and layout.
A clean, professional site shouldn’t feel overwhelming or disjointed—your design should support your message, not compete with it.
During the Website Prep phase of my custom design process, I ask clients to provide a Brand Guide and Logo. If they don’t have one yet, no worries—we build a strong visual direction together. I ask them to share:
A general color palette or brand aesthetic
How they want visitors to feel while browsing the site (calm, creative, bold, luxurious, etc.)
Examples of websites they’re drawn to—including what they like and dislike about each
These inputs give us a strong foundation to begin designing with intentionality and clarity.
From there, during the Kick-Off Strategy Call, we go deeper into their branding preferences—style, tone, visual hierarchy—and I then deliver a homepage mockup for review. This mockup includes an initial layout and branding application: font pairings, color palette usage, navigation structure, and overall styling.
The best part? Squarespace makes cohesive branding simple with its global Style Editor. You can set:
Up to three sitewide fonts (Heading, Paragraph, and Monospace/Miscellaneous)
A customized Color Palette (using either Squarespace’s presets or fully custom codes)
Global animations, spacing, and button styles
Form styling and other brand elements
Once these are set, changes apply sitewide—ensuring everything stays on-brand, visually consistent, and clean across every page. Whether you’re a web designer streamlining your process or a small business owner building from a template, this global styling functionality is a game-changer for maintaining brand cohesion.
FOUR: OVERLOOKED FINISHING TOUCHES
Hidden pages you don’t want to forget
Whether you’re a fellow web designer, a small business owner building your own site, or customizing a Squarespace template — one of the most overlooked opportunities is the use of hidden (but powerful!) pages. These are pages that may not live in your main navigation, but still play a key role in how your website functions and converts.
Here are five hidden (or semi-hidden) pages I always include in every custom Squarespace website:
1. A Custom 404 Error Page
Most people forget this one! But your 404 Error Page is an opportunity — not just a dead end. Here are a few examples of 404 Pages:
When someone lands on a broken or mistyped URL, don’t just show them a generic error message. Use this page to redirect visitors back into your site with clear links to helpful pages like your Home, Services, or Contact page. Bonus points if you add some personality or on-brand visuals to make it feel intentional.
2. A Portfolio Page (Even If It’s Hidden)
Not every brand wants to feature their portfolio front-and-center in the main navigation — and that’s okay. But I always include a Portfolio Page in the backend that I can link to from other parts of the site (like the About or Services pages).
Even a basic portfolio can build massive trust and authority. You don’t need a full gallery — just a handful of examples, testimonials, or before-and-afters can go a long way.
Here are some ways it might look, depending on your niche:
Hair Stylist: before/after client transformations
Photographer: galleries with short testimonials
Web Designer: screenshots or links to past client sites
Event Planner: event highlights, timelines, visuals + reviews
Tattoo Artist: close-ups of work with client testimonials
3. An FAQ Page (Hidden in the Footer)
Clients have questions — and an FAQ page is the perfect place to answer them before they reach out.
I typically include this in the footer navigation, and often keep it hidden from the main menu to reduce clutter. It’s a great support tool, especially for service-based businesses. You can also pull individual FAQs into your Services or Product pages to provide clarity exactly where it’s needed most.
Think of it as your time-saving secret weapon. Fewer emails, happier clients.
4. Thank You Page(s)
Any time a form is submitted (contact, inquiry, or freebie download), I build a custom Thank You Page. This is the perfect spot to:
Confirm the form submission
Set expectations (response time, next steps)
Upsell a service or offer a helpful blog post
Invite them to follow you on social media
These little touches make your brand feel polished and thoughtful.
5. A client Checklist Page (Internal Use Only & password-protected)
This one’s more for designers — I create a private “Launch Checklist” page for every web design client. It outlines the entire process from start to finish with things like:
Proposal & Invoice
Website Prep Form
Strategy Calls
Revision Process
Final walkthrough
I use it to make sure nothing falls through the cracks!
five: Mobile-optimization
Before handing off a site to a client, always take the time to manually optimize the mobile version. While Squarespace does a decent job of stacking elements in mobile view, it doesn’t fully optimize the layout for you. That means things like spacing, font sizes, button placement, and image alignment often need to be fine-tuned by hand.
This part isn’t difficult — but it can be time-consuming. I recommend saving mobile adjustments for the very end of the design process, after all desktop revisions are finalized. That way, you're not wasting time redoing mobile sections every time desktop edits shift things around.
To preview and adjust the mobile layout:
Click the mobile icon in the top-right corner of the Squarespace Editor.
Review each page manually to ensure it's clean, scrollable, and easy to navigate.
Pro tip: I keep the site set to private (with a temporary password), then view it on my actual phone to catch anything I might miss in the editor. It’s the best way to ensure the mobile experience feels just as polished as desktop — and your client will thank you for it.
Fin!
Whether you're a designer refining your process, a business owner ready to elevate your online presence, or a DIY-er customizing your own template — I hope these five essentials give you clarity on what it really takes to create a site that’s not just beautiful, but built to serve your business.
At Story Reimagined, I specialize in custom Squarespace website design for small business owners who are ready for more than just a template. If you're craving a site that tells your story, guides your clients with intention, and reflects the heart of your brand — I’d love to work with you.
✨ Explore my custom web design services or get in touch to chat about your project — let’s build something beautiful, together.
👉 Visit my web design page to get started!
