How to Turn Your Service or Process into a Digital Product

Digital products can be awesome!

Recently we wrote a post highlighting the key benefits of digital products, including how they tend to have higher ROI and lower associated costs than physical products. They’re often a smart choice for Squarespace freelancers or agencies, because you can put the knowledge you have to work for you.

The next logical question is; how do you turn your service or process into a digital product? What sorts of products might you consider, and what makes them successful? Here are our thoughts:

Free download: 9 ways to build your audience (and sell more digital products)

Types of digital products

This is a logical place to start because you’ll probably find you’re more drawn to certain types of digital products than others. Some might be a real challenge for you to create, while others are completed within a day. 

Here are some common types of digital products:

1. eBooks. These might seem kind of old-school these days, but eBooks are still popular! If you can package up some of your knowledge in a way that will be valuable to your target audience, an eBook can be a good way to do it. You just need the time to write and format it. eBooks can be distributed via a content delivery system automatically on your Squarespace website.

2. Audio or music. These could encompass a few different types of products. For example, maybe you’re good at mixing tunes that can be sold for video background music. Or maybe, that knowledge that you would have put into an eBook could be recorded as an audiobook…

3. Software. This is something we’re very familiar with! If you have the skills (or can employ someone who does), you might sell software, anything from a complex program (lengthy and more costly to develop), to a simple plugin (less complex and less expensive to develop).

4. Photography or graphics. If you’re capable of creating high-quality photography or graphics, then you can probably find a market for your work among people who design websites or create content for them.

5. Themes and templates. If you’ve got the design chops, then there’s a market to sell your quality, custom-created themes or templates.

6. Documents. There are many types of documents that can be sold. For example, you might sell templates to help people create something. Another idea is to sell reports that you have researched and created. There are several companies that conduct original research and sell their findings - people such as marketers buy them to help gain an understanding of what’s happening. (They must be reliable and of high quality, of course!).

7. Courses. These can be developed and distributed in a few different formats. For example, you might use a platform such as Udemy, or you might administer a course via your own membership site. In a simple format, courses may be drip-fed via email.

8. Fonts. If you’ve designed some cool fonts, you could sell these to others who want them for their website.

9. SaaS or web apps. SaaS (Software as a Service) apps are cloud-based apps rather than downloaded software. They’re usually bigger and more complex to create than a simple app, but many people have moved to SaaS over other types of software for the tasks they need to complete.

It’s also worth noting that many people also include “productized services,” where a service you offer is packaged and sold as a set product, as digital products. We’re not including them here because they involve work. As in, the more you sell, the more work you (or people you hire) have to do. We’re looking at digital products that you can pretty much sell without any extra work (besides updating from time to time, or maybe responding to questions).

Find a pressing need

One of the first things to do when you want to create a digital product is to discover the pressing need that your target audience has which you can meet. People aren’t really interested in your process so much as they want to know the bottom line - what’s in it for me?

This might be something you’ve already identified and created a solution for in your own business. For example, many plugins or software solutions begin because someone was trying to fix something that bothered them. 

Assuming you already have a clearly defined target audience, list some of the problems they commonly deal with. What do you get asked about a lot? Are there any “quick wins” you can help with? What about solutions that take a bit more building out?

If you’re not sure, ask! You could survey your clients, your email list, Facebook groups you belong to… Other forms of research include Google Trends and looking through forums to find commonly asked questions.

Validate your idea

This doesn’t have to be a huge step, especially if you’re creating something like a short eBook or a quick resource that you won’t have to sink a lot of time and energy into. You could simply start discussions around the topic and see how much interest you get.

On the other hand, if you’re going to sink a lot of time into software or creating a course, make sure it will be worth your time. Is there demand for this thing you can offer? One strategy you could use is to set up a waiting list. You’d just need a simple landing page, explaining the basics of the problem your digital product will solve, and offering people to sign up to be first to have access when it is released.

You can gauge whether you’ve nailed the problem if you get enough people showing interest, but of course that doesn’t mean all who sign up will buy. You also have to consider how you will solve the problem in a way that works for them.

Decide on a format

What does your digital product do? Is it the solution itself, or does it teach people how to create their own solution? For example, maybe we could create a course that teaches people how to design and build their own Squarespace themes.

One thing we find helpful is to plan out each step of the process. If you’re writing an ebook or creating a course, it helps to have it mapped out so that you create a coherent resource. 

The most successful digital products solve a problem and do so in the least painful way for your customers. So, think about the best format to make it easy for them and build that!

Promote your product

The whole idea of digital products is that you should be able to sell them repeatedly and at scale. Once you’ve built your product, get it out there!

You can:

• Promote to your email list

• Post to social media

• Get people to share it…

Whatever you do, don’t just create it and let it sit. It’s about building momentum around it. You may even find that once you’ve created your first digital product, it naturally leads to another. 

Listen to feedback

Another cool thing about digital products is that it’s relatively easy to evolve with your audience. You can make tweaks and deploy updates as-needed, including things that take care of feedback you get.

The trick is to look for feedback that you get multiple times. Sometimes you might have a very active audience who will offer a lot of feedback and it’s not always possible to address it all. Look for the patterns and address those things first.

Outside of audience feedback, keep your product updated with necessary changes (such as any bug fixes to software, or any changes to information outlined in your course or ebook).

Here’s how you can build your digital product audience - download here

Final thoughts

Digital products can be a great opportunity to share your expertise in a way that is scalable. The ideal digital products (in our view) are those which you can sell repeatedly without doing extra work when you sell them. In fact, your whole system can be set up automatically, so you’re not involved with the sales process at all.

The key to good digital products is basically the same for any service you might already sell - you need to solve a problem the customer has and do it well.

Where will you start?

7 Reasons I Bet on Digital Products (And Why I Still Do)

If you’ve ever hit a wall in your service business — where your time is maxed out and your energy’s wearing thin — you’ve probably asked yourself some version of this:

“Is there a better way to make money than trading hours?”

I hit that point years ago. I was doing custom Squarespace work, client after client, invoice after invoice. It paid the bills. But it didn’t scale. It didn’t breathe.

That’s when I started selling digital products. Not because I read a blog post saying I should — but because I had to find something more sustainable.

Here’s what I’ve learned since.

1. You can start small

The first digital product I ever sold wasn’t fancy. It was a pack of Squarespace tweaks — just bite-sized pieces of code and layout hacks I’d written for past clients. I packaged them up, put a Stripe button on a Notion site, and made sales.

No warehouse. No fulfillment process. No 12-week launch plan. Just a product and a page.

Digital products don’t need investors. They need clarity. Clarity on what solves a real problem — and a way to deliver it.

2. The margins are beautiful

Once it’s made, it costs you nothing to deliver. Every sale is mostly profit.

Yes, there are tools. Hosting. Maybe you pay for email, or a platform, or a bit of automation. But your cost of goods is near zero. Your time becomes the raw material — not your inventory.

And if you’re already doing the work for clients? You’re sitting on gold. Turn your most-requested service into a downloadable. Turn your process into a guide. Turn your system into a kit.

You’ve already earned it. Now you just need to scale it.

3. You don’t run out of stock

There’s no “Sold Out” on a PDF. No panic when orders spike. No need to order 2,000 units from overseas hoping they’ll move.

If 1 person buys or 1,000 people buy, the system stays the same. And that’s the magic. Because most of us aren’t trying to build empires — we’re trying to build lives with more freedom.

Digital gives you that leverage.

4. You can pivot without killing your cashflow

If a product flops, it’s a lesson — not a loss. No leftover inventory. No sunk shipping cost. Just a page to take down and an idea to learn from.

That flexibility is underrated. It lets you test ideas fast. You can move on without the emotional and financial weight that usually comes with a business “mistake.”

Digital lets you fail lightly. And that’s why you eventually win.

5. It’s easy to maintain (once it’s live)

Most digital products require heavy lifting up front. You write the thing. Design the thing. Record the thing.

But once it’s up and running? The updates are lightweight. Version 2.0. A new bonus. A quick polish to keep it fresh. You can batch it. Schedule it. Hand it off.

And if you do it right, your old work keeps working for you — long after you’ve moved on to the next thing.

6. You already have everything you need to sell them

If you’ve got a Squarespace site, a Stripe account, and a product worth paying for — you’re 90% there.

You don’t need a massive audience. You don’t need to run paid ads. You don’t need a course platform with a custom LMS and a gamified dashboard.

You need a simple, clear path to the solution your product provides — and a reason for someone to believe it will work for them.

Most freelancers already have the expertise. They just haven’t packaged it yet.

7. You’re no longer limited by geography, time, or capacity

The moment I realized someone bought my plugin while I was eating lunch?

That changed everything.

Not because it was “passive income” (it’s not). But because I’d created something once… and it kept delivering value without me needing to be present every time.

Your digital product can be bought at 2AM by someone in Australia you’ll never meet. It can be shared, gifted, linked, embedded, bundled.

There’s no cap to how many people can benefit from what you’ve built.

And to me, that’s freedom.

Final Thought

Digital products are not a magic pill. But they’re a smart bet.

They allow you to scale without hiring. Build without burning out. Test ideas without risking everything.

And they let you turn the work you’ve already done — the stuff sitting in client folders, in email threads, in your notes app — into something that pays you long after the project is over.

If you’re sitting on something valuable… share it. Sell it. Ship it.

You don’t need permission. You need a product and a place to start.

Want help figuring out what to sell? I’ve helped dozens of freelancers make their first digital product — and I’ve made more than a million dollars selling mine.

Let’s build yours.

How to Set Up an Effective Referral Program with Squarespace

Who could use an effective way to get more clients?

Well, that probably describes most businesses, but many are also looking for a way to do so cost-effectively. Advertising can bring in clients, but it costs money and the flow of clients tends to stop if you stop advertising.

There is an often under-utilized method to build a pipeline of future clients, without having to spend large amounts of money - referral programs. 

Read here: These referral programs work with Squarespace

Why set up a referral program?

You might think that if you provide excellent service to your clients, then naturally they will refer more customers to you. This works sometimes. While you should always aim to deliver an exceptional customer experience, the reality is that people often don’t make referrals unless you ask. It’s not that they don’t want to, it’s more likely that they simply don’t think of it.

That’s just one good reason to set up a referral program - when you set one up the right way, it prompts people to make referrals. It even incentivizes them along the way. 

Referrals are a big deal in the overall scheme of what gets customers to buy. Here are just a few statistics that highlight why referral marketing is important:

• 80% of all B2B and B2C purchases involve some sort of word-of-mouth recommendation during the purchase cycle. (Source)

• 49% of US consumers say their friends or family are their top sources for brand awareness. (Source)

• People are four times more likely to buy when a product or service is recommended by a friend. (Source)

• (On the flipside) just 33% of people trust online ads. (Source).

Starting to gain the trust of new customers before you’ve met is a great reason to operate a referral program, as is the fact that referral programs give you a lower average cost per lead than paid advertising. 

If you need another reason, studies have found that customers obtained via referrals tend to be more loyal and stay around longer than other customers. A Harvard Business Review study followed 10,000 accounts at a large German bank over a period of three years. The bank offered a simple referral program where those who referred new customers would receive €25. The researchers found that the referred customers were 18% more likely to stay with the bank and 16% more profitable. For the €25 investment, they made a 60% return.

What is a referral program?

Most business owners understand the value of asking customers to refer business: a referral program formalizes that and gives the referrer something in return. Most of us have experienced this - you make a purchase (often online) and get invited to refer friends, usually in return for something such as store credit.

It helps to have an official referral program in place because it puts a system around referral requests. Instead of them being an “oh, by the way,” tacked on when you remember to ask, a referral program usually has a set process.

Tracking is an important aspect of a referral program. As a business, it’s important to know who your key referrers are, but it’s also really important that you deliver on whatever has been promised in return for the referral. For this reason, referral software (which we’ll get into) is something that we highly recommend.

What does an effective referral program look like?

The answer to building an effective referral program is that it will look different for each business. Your referral program as a Squarespace website designer will probably look completely different to your client’s program for an ecommerce business. 

In any case, you should always offer an excellent product or service first - something that people will want to refer others to. One thing to remember about referrals is that people want to refer something trustworthy to their friends: in a sense, it’s about their own reputation, too.

The place to start is with your goals - following a process something like this:

#1. Create goals for your referral program

You need to know exactly what it is that you’re hoping to get from a referral program and this does look different from business to business. For example, as a Squarespace designer, a lot of your clients are probably project-based, so you need a reliable way to keep a pipeline of projects.

Businesses that sell a longer term product or service may have goals around retention or repeat business. The clothing store wants people to come back and buy more clothes while the software subscription business wants people to retain their subscriptions.

What do you need to get out of a referral program?

At this step, it’s also important to define who you want to attract via a referral program - what sort of customers are you looking for? Being specific is a good idea when you create the verbiage for your referral program too, for example: “Refer a restaurant that needs a new Squarespace website!”

#2. Know your referral sources

Who are you going to be asking to join your referral program? Will it always be direct customers, or will you include others as well? As an example here, it’s still quite common for bloggers to advertise affiliate links to products or services on their websites.

This is where you can consider some of the “how.” So for example, if customers who buy from you are a target of your referral program, you might invite them to refer by sending them a unique link they can use. As for any bloggers or other affiliate sites, you might set up an affiliate center on your website.

(Note: The key difference between referrals and affiliates is that referrals tend to be based on making a personal recommendation to someone the person knows, whereas affiliates publish a link that anyone can find and click on. Affiliates are usually a third-party brand advocate and affiliate programs usually operate separately to referral programs).

#3. Know when and how to reach out

Any time you ask for a referral, the secret is in the timing. Identify when the appropriate time/s will be to reach out and ask for referrals.

For example, ecommerce businesses might request a customer join their referral program as soon as they have ordered something, or, they might wait until the product has been delivered. When would it make sense to ask a Squarespace client? At the completion of their website? It’s up to you.

#4. Understand what will work as an incentive

Given what you know about your target audience, what will be a good incentive for them? A few ideas include:

• Credit toward a product or service

• A free product or service

• A percentage of the package the referred customer bought

• A stepped incentive, where the prize gets bigger for more referrals made

• A set amount of cold, hard cash

The best referral programs often offer something to both the referring customer and the customer being referred. For example, maybe the referred customer gets a discount or a store credit to get them started.

#5. Make referring easy

The best way to encourage more referrals (besides providing an excellent product or service) is to make the referral process easy. People don’t like to have to jump through hoops to get something done.

Some examples of “easy” referral mechanisms include:

• Enter your friend’s email address into a box (this is probably less popular - there’s still some work involved!).

• Send an email requesting that the person share their unique link with referral code.

• Make the actual sharing part super-easy, for example, allow people to share with one-click to their social media.

As we mentioned earlier, the easiest way to set up a referral program that will be convenient for your customers and simple for you to track is to use referral software. There are a few programs that have been built and are ready for you to customize with your own details. ReferralCandy is just one that works with Squarespace websites. 

Importantly, when you’re choosing your referral software, check out the analytics and tracking that come with the package. This is how you know if people are engaging with your referral program, as well as which customers came from whom.

Read here: Referral programs that work with Squarespace

Final thoughts

A referral program is a great solution to bringing in more customers without a large investment in marketing spend. Referrals are effective and tend to net more profitable clients.

There are some key points to making a referral program effective: you must design it around the target customer, especially by understanding what will incentivize them to refer. You also need to make it as easy as possible, removing unnecessary friction from the referral process.

At SQSP Themes, we have an affiliate program, which as noted, is slightly different to a referral program but operates along similar lines. You can see how we’ve set that up here.