What Makes a Customer Buy? Optimizing Your Squarespace Website to Convert
Most people don’t need more traffic — they need fewer reasons to bounce.
You’ve got something worth paying for. Maybe it’s a product, maybe it’s a service, maybe it’s a combination of both. But the moment someone lands on your site, the clock starts ticking. Not just to grab their attention — but to hold their trust.
And that’s where most Squarespace sites fall short.
Not because the template is wrong. Not because your offer sucks. But because your site has small leaks in trust, clarity, and usability. Death by a thousand friction points.
Let’s walk through where people fall off, and how to fix the stuff that’s quietly costing you.
1. Confusion = Exit
If your visitor has to stop and think, you’ve already lost them.
Most websites fall into the same trap: trying to be clever instead of clear. The header says something vague like “Bold design for bold ideas” and the person on the other side is still wondering: “...wait, is this for me?”
They shouldn’t have to scroll twice to figure out what you do, who you serve, or how they can take the next step.
Ask yourself:
Can someone tell what I offer without clicking anything?
Do my nav labels make sense to a stranger?
Is my homepage doing one thing well, or trying to do five things halfway?
Simple wins. Every time.
2. The Experience Feels Like Work
Even if your copy is strong and your offer is solid, your layout can trip you up.
Slow load times. Clunky navigation. Buttons that don’t feel like buttons. Forms that ask for six pieces of info when two would do. It all adds up.
Squarespace gives you the bones — but you still have to wire up the experience like someone who wants people to take action.
If you’re selling something, test it. Pretend you’re a new visitor. Try buying from yourself. Better yet — have someone who doesn’t owe you anything do it. Watch where they pause. Where they scroll too fast. Where they frown. That’s your real analytics.
3. Zero Trust, Zero Sale
People don’t want to be the first to buy. And they definitely don’t want to get scammed.
If your site doesn’t look like a business that delivers, people won’t risk it — no matter how good the product.
Trust can be subtle. But it matters.
Here’s what builds it:
Real testimonials (bonus if they include photos or names)
Product reviews or client logos
A support link that isn’t buried in the footer
A return policy that sounds human
An About page that reads like a real person wrote it, not ChatGPT
High-res images and videos that don’t scream stock
Also? Update your footer year. Nobody trusts a business whose copyright still says 2021.
Get our tips for reducing cart abandonment here
4. Surprise Fees = Cart Abandonment
You ever get all the way to checkout and suddenly see an extra $9.99 slapped on top?
Yeah. Same.
That little “surprise” is one of the fastest ways to lose a sale — especially if someone was on the fence already. The average cart abandonment rate is ridiculous (around 70%), and hidden costs are one of the top reasons why.
If you sell physical goods, make shipping transparent. If you offer services, make the process clear before someone even gets to the booking form. Nobody wants to feel tricked at the end of the journey.
A few things that help:
Flat-rate or free shipping thresholds
Upfront timelines and pricing for services
Clear breakdowns of what’s included (and what’s not)
5. Your Site Looks Good — But It's Not Selling
Squarespace makes it easy to make a site look polished. But looking good isn’t the same as converting.
Your design needs to do something. And most of the time, that “something” is guiding people to take a next step — book a call, buy a product, join a list, download the thing.
If your site is gorgeous but nobody clicks, that’s a problem.
This is where plugins and subtle UX tools can help. A few worth trying:
Testimonial Slider – Instead of a wall of praise, let it glide across the screen. Cleaner. More believable.
Product Gallery Video – If you’re selling something physical, show it in motion. Static images rarely sell the full story.
Inventory Indicators – A gentle nudge like “Only 2 left in stock” goes a long way.
Wiremo Reviews Integration – Saves you time and displays reviews automatically. No coding. No manual updates.
Hover-to-Zoom or Image Rollover Plugins – Let people get a closer look. Think like a shopper, not just a designer.
None of these fix a broken offer. But they do give your already-good offer a clearer, smoother path to conversion.
What Actually Makes Someone Buy?
It’s not the perfect font. Or the clever headline. Or the flashy promo.
It’s trust. Clarity. Ease.
People buy when they know what they’re getting, feel good about who they’re buying from, and don’t have to jump through hoops to make it happen.
If you’re not getting sales, the fix isn’t always to “drive more traffic.” Sometimes it’s just tightening the path between interest and action.
Cut the fluff. Sharpen the steps. Build trust early. Make it easy to say yes.
That’s it.
Want a second set of eyes on your Squarespace site?
I’ve helped plenty of designers, creators, and shop owners spot the things they didn’t realize were costing them.
[Let’s talk.]
Or if you’re not ready yet, grab the free guide on reducing cart abandonment — small fixes, big difference.
