How to Choose a Squarespace Template

A practical guide for small businesses (layout, pages, goals)

Squarespace Templates

Most small business owners choose a Squarespace template the same way they choose a paint colour.

They fall for the photo.

Then reality hits.

The menu doesn’t fit.
The homepage feels awkward.
And the pages you actually need — booking, quotes, categories, FAQs — don’t map neatly onto the demo.

Here’s the important thing to know upfront:

In Squarespace 7.1, templates all use the same core system.

So the smartest choice isn’t about the images.
It’s about structure, the pages you need, and the job your website has to do.

This guide walks you through how to choose a starting point you can grow with — without template regret or endless rework.

Start with goals and a site map (not the template gallery)

Before you browse templates, get clear on what your website must do..

Think of your site like a route through town.
A good route gets people where they want to go with fewer wrong turns.
A good website layout does the same.

Take ten minutes and answer these questions:

• What’s the main action?
  Book, buy, contact, enquire, subscribe.

• Who is the site mainly for?
  New visitors, referrals, returning customers — or a mix?

• What do they need before they act?
  Pricing, photos, reviews, process, FAQs, location, policies.

• What pages are non-negotiable?
  Write them down.

• What’s your “nope”?
  For example: “I don’t want a site that’s all scrolling” or “I need a clear menu.”

Once you’ve done this, you’re no longer shopping for a vibe.
You’re choosing a layout that supports your plan.

Match the template to your primary goal

Most small business websites have one dominant goal.
Choose that first — then judge templates by how easily they support it.

Booking-focused sites
(services, consultants, salons, therapists)
Your homepage should move visitors toward one next step — quickly.

Above the fold, you want:

• A short, clear promise (what you do and who it’s for)

• One obvious button: Book a consult, Check availability

Navigation should be simple and predictable:
Home · Services · About · Book · Contact

If the template makes this feel cluttered or hidden, it’s not helping you.

Ecommerce sites

(products, gifts, digital goods)

Your homepage should help people browse without thinking.

Above the fold:

• Featured categories or best sellers

• Not a long brand story

Navigation needs clean category logic:
Shop by type · Shop by use · Sale

If customers can’t find products in two to three clicks, you’ll lose them.

Lead-generation sites

(contractors, B2B services, local pros)

These sites work best when they’re tight and decisive.

Above the fold:

• The result you deliver

• A simple next step: Get a quote or Request a call

Templates with strong contact sections and clean form layouts help here.
You don’t want visitors hunting for your email.

Trust-building sites

(photographers, coaches, high-ticket services)

Your homepage needs to answer one question fast:

Can I trust you with my money or my time?

Above the fold, include:

• Your specialty

• A strong image showing real work

• One proof point (review snippet, logo row, featured project)

You’re not selling speed.
You’re selling reassurance.

Choose pages first, then check templates support them

Squarespace is flexible — but some page structures feel natural in certain templates and awkward in others.

Start by listing your must-have pages, then keep top navigation to around 5–7 items so it stays readable on mobile.

Here’s a simple baseline by business type:

• Service business:
  Home · Services · Pricing (or Packages) · About · Testimonials · Contact · Booking

• Online shop:
  Home · Shop · About · Shipping & Returns · Contact
  (Cart and account pages are handled automatically)

• Portfolio / creative:
  Home · Work · Services · About · Contact · Blog (optional)

• Restaurant / local:
  Home · Menu · Hours & Location · Reservations / Order Online · About · Contact

As you compare templates, ask one practical question:

Will these pages be easy to build using normal Squarespace sections — or will I be forcing it?

The right template makes your real pages feel straightforward, not like a workaround.

How to evaluate layouts (without getting distracted by photos)

Demo sites are staged.
Perfect imagery. Minimal text. Calm menus.

Your site will have:

• Real content

• Real services

• Probably more words than the demo

So ignore the images first.
Look at the building blocks.

A fast way to review templates is to open a few in separate tabs and check the same three things on each:
header, homepage sections, and mobile view.

You’ll spot the winners quickly.

Header and navigation: where problems show up first

The header tells you very quickly whether a template will behave.

Look for:

• Enough space for your logo (especially if it’s wide)

• A menu that fits your page count without wrapping

• A clear spot for a primary button (Book, Shop, Get a Quote)

• Room for key info if you need it (phone number, location, “Order Online”)

Simple top navigation works best for most small businesses — especially on mobile.

Split navigation and centred logos can look great, but they often create mobile headaches.
If most of your traffic is on phones, prioritise clarity over cleverness.

Homepage sections that actually do the work

Your homepage isn’t an art project.
It’s a guide.

Most small business homepages need a few boring but important sections that still look good:

• Clear hero

• Service or product highlights

• Social proof

• Simple process

• FAQs

• Contact or lead capture

• Footer with real contact info

When previewing templates, ask:

• Do the section styles support image + text layouts?

• Are there clean card styles for services?

• Do lists and FAQs look readable?

• Can you reorder sections easily?

Choose a template that makes plain-language content look polished.
Pretty is nice.
Clear is what converts.

Mobile checks you shouldn’t skip

A lot of small business traffic is mobile — especially local and service searches.

When previewing templates, do a quick mobile scan:

• Is the text easy to read?

• Are buttons easy to tap?

• Do galleries stack sensibly?

• Does the page feel endless?

• Does key info appear early?

Two easy ways to keep pages lighter:

• Use fewer large images (pick strong ones, not many)

• Keep spacing consistent so pages don’t feel jumpy

If it feels calm on mobile, you’re on the right track.

Pick a flexible starting point — then stop browsing

Once you’ve found a few strong options, stop hunting.

Template browsing can turn into a hobby.
It doesn’t build your website.

In Squarespace 7.1, you’re choosing a starting structure, not a final design.
Fonts, colours, images and section order all come later.

Final thought

Choosing a Squarespace 7.1 template comes down to three decisions:

1. Your main goal

2. The pages you actually need

3. A quick layout and mobile check

When those line up, the rest is polish.

You’re not choosing a finished design.
You’re choosing a foundation that can handle real content and real customers.