Squarespace: The Pros and Cons

Today’s post comes from my friend, Madison Beaulieu, who is a graphic designer and half of the dynamic duo, Mad + Dusty. She and her hubby created not only my logo and branding, but my website as well.

Madison and Dusty only design in Squarespace, and because I wanted to work with them, I went with SS as well. It’s been a great decision, and if re-branding or launching a new website is on your list for 2019, I’d urge you to take a look at this platform as well.

And to get you started on your research, I’ve asked Madison to review the pros and cons of Squarespace. No website platform is perfect, but there are a lot of features she and I both love about SS, and maybe you will, too. Let us know if you have any questions!

(By the way, you can catch Madison and I talking about this post and more on Facebook Live.)

I first discovered Squarespace while working at a marketing agency. We were investigating more, low cost ways to design websites for nonprofits and causes. Before Squarespace, we’d been using a Wordpress template, but found out that we loved the flexibility and freedom Squarespace allows you to have in the design while still creating quickly.

I then started my own site at home to experiment with it, and fell in love further. It was pretty intuitive to learn, and there are tons of tutorials and helpful articles available online as well.

The first site I designed for a client was for Paint Love, and they have been updating it as needed ever since. It’s been great to see the site evolve and change to fit their needs. Another good, nonprofit example would be Miles4Major because it’s such a beautiful, simple site. And if I remember correctly, that one came together in less than a month!

Squarespace Pros

Effective, Beautiful Sites Fast

If you need a great-looking website fast, Squarespace is the right place to start. It’s is the best “drag and drop” website builder around, and they can be created relatively quickly, especially when working with a designer. And all templates are mobile-ready, meaning they can be viewed just as well on small screens like smartphones and tablets. No pinch and zoom necessary! These features also generally make them less expensive than your typical Wordpress site, which is often made by a designer/developer duo.

Customer Support

One of the reasons I initially fell in love with Squarespace, and stayed for good, is their customer service. I’ve solved many technical issues with their team on chat. Wait times are not too bad, and they are always helpful and kind. I feel so much better designing sites for clients knowing there is an added level of help available after I’ve finished.

Easy Edits and Extensive Resource Library

Another reason I stuck with Squarespace is that it’s fairly easy to edit when the initial frame is built out. Most of my clients are startups, and they rest a bit easier knowing that they have the keys to their web city. They can often make any changes needed on their own without my help. And, when needed, there’s also an extensive resource library with a how-to on just about everything.

Integrations

Squarespace has so many integrations, such as Mailchimp, Acuity Scheduling, SoundCloud, and OpenTable, to name a few. You can even set up your Gmail through Squarespace. Because these are true, approved integrations, everything looks seamless and beautiful. Having all of your tools talk to each other is a #blessing.

Pricing

Squarespace pricing is about what you can expect for a website these days. But here’s a quick rundown on pricing so that we’re on the same page: When you pay for a site, you’re typically paying for hosting and a domain. Squarespace’s pricing is for hosting—basically renting space in servers around the world so that your site will be able to arrive in web browsers everywhere. Domains are like a forwarding address, directing any requests to the right rented space.

Yes, there are “free” hosting options, but honestly the “free” options are doing you more harm than good. At this point, we’ve probably all been to a Wix site and seen the banner announcing, “This site was designed on Wix!” front and center. Or a Wordpress site with clickbait links and ads hiding out. No! Please resist! Get out of there, friend. I promise it’s worth the investment.

If you want to be taken seriously, and especially if you’re trying to sell something or collect donations, you need a professional-looking website—and, yes, that costs a few bucks.

Squarespace Cons

Not Enough Options

In Squarespace, you are limited by templates, yet have an overwhelming amount of options. You do have to design within the template, and this means that initial template choice is a MAJOR part of the web design process. I spend a lot of time working with clients on what functions they need from a site before even talking about what it will look like. Form has to follow function with Squarespace.

Too Many Options

Hopping into Squarespace for the first time can feel like diving into an Olympic-sized pool. Or maybe the ocean. There are a lot of choices to be made once you get in there. If you go in without a plan, you can get lost in options, a whirlpool of minutia. Again, form has to follow function.

Photo-Based Design

Photo-based design should be totally great, right?! Well, if you have the photography to back it up, then yes, it’s a huge perk. But many brands struggle with photography. It’s a little tougher, but not impossible to create a pleasant text-based site. Fortunately, though, Squarespace has recently added a few, text-focused templates as well as an Unsplash integration to make finding free stock photography easier.

Requires (A Little) Training and Web Proficiency

You really do need to watch some videos or do some reading to get the most out of the platform. Every one of my website projects ends with a training session for that very reason.

Once you understand the building blocks of the site, it is pretty easy to navigate, but I’ll admit there can be a learning curve. The best place to go to learn is their Getting Started Guide. Then look into page types, followed by design. And one of my favorite resources is the template comparison chart from Using My Head. I’ve used chart that countless times to nail down the right template for my clients.

Glitches

Squarespace has only improved over the years, but it’s still a web-based editor and has some web-based hiccups. I’ve designed a few pages only to click save and realize that not going to happen. So, save often. And in case you didn’t catch that—save often.

I’ve also noticed that when uploading multiple photos or doing a lot of work in galleries, the upload time can be quite long. Squarespace processes each photo you upload to save space and help with site load time, but that can take a bit more time on the editing side.

To wrap up, if you don’t have a massive amount of content, and are looking for a lower-cost and beautiful way to get your cause on the web, Squarespace all the way! But if you’ll need to have archives of information on your site or will need special functionality, then WordPress might be a better option for you. The best way to know for sure would be to talk with a designer!

Most of us design folk take free introductory meetings. We also want to find out if we’d be a good fit, and you’d get to learn some new stuff—and maybe even get some free advice! Why not take advantage of that? You’ll walk away having learned something, and possibly also gain a great partner moving forward.

KP note: And if you’d like another Squarespace review, check out this podcast episode from Femtrepreneur. They also have a free Squarespace course, or you can catch one the Squarespace webinars as well.

Next week we’ll learn the pros and cons of Wordpress, so stay tuned!

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Mad & Dusty is a creative team for nonprofits and purpose-driven brands. Starting in 2015, Madison and Dusty Beaulieu have worked with over 40 purpose driven organizations to tell important stories through art and design.

Find them online at www.madanddusty.com.

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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My Gift to You: Freebies

I think 2018 has already cost you enough.

Between your business expenses and your personal ones, you’ve probably reached the end of the year fed up with whipping out your debit or credit card. You’re ready to give your swiping muscle the slip.

So, while I can’t do a lot about your personal expenses, I’d like to help supply your nonprofit or social enterprises with a few freebies that will help you get noticed and grow. Consider them my gift to you.

As much as I’d love to believe you read every word of my website with wrapped attention, I know that’s not the case. Some things are more important to you than others, and some information is more urgent. So, even though you can find these links on other parts of my site, I’ll make it easy to find by listing below for your convenience. Simply choose what matters most to you right now.

I hope this helps you succeed in 2019!

E-COURSE

5 Things To Stop Doing This Week To Jumpstart Your Marketing and Communications

LISTS

Make Your Next Launch Your Best Yet Marketing Checklist

21 Simple Yet Powerful Marketing Ideas That Are Free or Cheap

100 Content Ideas for Your Emails, Blogs, and Social Media Posts

My Favorite Resources List (books, podcasts, events, links, etc.)

10 Common Website Mistakes (And How to Fix Them!)

TOOLS

Marketing Plan Template

Know Your Audience Guide

10 Tools to Make Your Small Business Look More Professional

Social Media Scheduler Tool Comparison (13 popular softwares!)

Independent Contractor Hiring Checklist

What You Need to Convince Potential Sponsors and Partners Presentation Cheat Sheet

FACEBOOK GROUP

Join the Signifiers Facebook Group!

FOR MORE TRADITIONAL SMALL BUSINESSES

35 Creative Ways to Give Back With Your Business

PSST: Don't forget that you only have a couple more days to enter the Communications Strategy Session holiday giveaway, valued at $500! Details here. Resolve to improve your marketing in 2019!

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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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10 High Result, Low Budget Launch Marketing Ideas

A few days ago, I laughed and cried my way through the Won’t You Be My Neighbor? documentary about Mister Roger’s and his famed neighborhood. If you haven’t seen it, I highly recommend it!

As a kid who watched and loved that show, it brought back a lot of memories. However, as a kid who grew up to be a marketer, I can’t help but watch everything through that lens as well. Occupational hazard! One of the things that struck me was his approach to the concept of his show. He stripped away a lot of the fanfare and gimmicks he saw on other shows, leaving room for his authenticity, playfulness, and heart for educating children on important values. And kids loved it!

Okay, so what does this movie have to do with launching, you might ask? Well, it’s that same lesson I want you to take into your next launch. People will ultimately resonate with you and your mission, not simply because of some stunt or gimmick.

Sure, there might be times when those kinds of tricks enhance your launch, but don’t come to depend on them. If you have a sale every time you launch a new product, for example, people may start to only buy at that time. After all, when’s the last time you bought something full priced at Old Navy? With a new sale every other week, they’ve trained people to wait for the next sale before making a purchase.

I’m also reminded of those launches that give away the latest iPhone or a European trip. Does anyone else sign up for all of those? I know they do because I never seem to win! However, as soon as that giveaway is over, I jump ship and unsubscribe. That’s no way to build a loyal list.

But I also realize that people also have to see and hear your mission to get on board. So, let’s talk about 10 high result, low budget launch marketing ideas that I love. There are varying levels of time and energy required for each, but I’ve seen them do great things for other nonprofits and social enterprises, and think they can serve you well, too.

1) Empower People to Share About Your Launch

There’s still no better form of advertising than word-of-mouth. So, why not increase yours by empowering people to do just that? And it helps when you can give them a nudge, too!

I wrote a whole blog post about this idea, but the gist is that you should provide pre-written social media samples (text, images, videos, etc.) to your staff and key stakeholders for every major launch. Essentially, you’re giving them all the tools they need to help promote with little effort on their part. If they have to think hard about it or write their own, they’re much less likely to take action.

2) Update Your Website . . . In More Than One Place

This may seem like a silly thing to state, but remember how we’re all still waiting for common sense to catch on? Yep, this goes in that category. I’m saying it because I see it.

If you’ve got a huge launch coming up, and you don’t make it prominent on your website—and in multiple places—you’re doing yourself a big disservice. It’s common to put a launch image or blurb on your homepage, but what about other pages? It might be a great fit there, too. And, depending on how someone found you, they may not even land on your homepage first, so you don’t want them to miss the memo.

3) Add Bonuses to Your Launch

Bonuses are usually my preference over discounts. This way you aren’t devaluing your service, product, event, or whatever else you may be creating. Plus, they can make your launch even more exciting, resulting in more eyes paying attention.

Bonuses are normally offered during the pre-launch or early launch phase, and examples can include one-on-one time with you, an additional product, a video series, a gift from one of your partners, etc. The options are endless!

Don’t get me wrong, sometimes sales and discounts are the way to go, but take a look at bonuses as well. “Limited time offers” fall under this umbrella, too. They’re a great way to ask people to take an action with a deadline in mind, which is often very beneficial for you in the planning stages.

4) Email Your Tribe (More Than Once)

Inboxes fill up fast, so don’t rely on just one or two emails to make your big announcement. And people often have great intentions to buy or donate, but they’re also bombarded with a million distractions every day.

So, create a series of emails to educate and inspire your tribe to take action. Find different angles of your launch to address in each one, rather than simply repeating the same information.

5) Jump On Facebook Live and Instagram Live

Over the last couple of years, video has become hot, hot, hot! For this introverted copywriter, that’s a real bummer, ha! For others it may be great news. Regardless, it’s important to sit up and pay attention. Takeaway —> You can’t ignore video!

So, it’s time to jump on Facebook and Instagram Live. What you should love about this marketing channel is that it’s super cheap. As in free. You don’t need a studio or all the fancy lighting. With the click of a button, you’re in business.

If video is new or uncomfortable to you, I suggest starting with Facebook and Insta Stories because they disappear in 24 hours. Less pressure, hooray! Once you have a little more courage, or if you prefer to force yourself as I do, give Facebook Live a chance. Video allows you to talk to your fans almost as if you were in the room with them, giving you a fantastic opportunity to talk about your launch and cause.

6) Utilize All Your Real Estate

If your organization has multiple websites, email lists, social media channels, or apps, make sure they’re all involved and promoting. This is no time to be timid!

When I was an event marketing director, our main sources of revenue were events and curriculum. The curriculum purchasers logged in regularly to view materials, and we also had an internal bulletin board on their website for announcements. So, you’d better believe I promoted events over there!

Besides your main website and social media, where else can you communicate to potential donors and customers?

7) Ask Partners to Promote Your Launch

Who do you know that can help promote your launch for free? This can be individuals or companies. It might be official partners and sponsors, or casual friends of your nonprofit or social enterprise that want to see you succeed enough to promote on your behalf.

This is a great opportunity to get in front of entirely new audiences. Just remember, however, that you may need to scratch their back in the future, too.

8) Let Your Audience In On The Process

Create ready-made buyers when you give people a say in the end result. Allowing your audience to provide ideas, feedback, or suggestions during the pre-launch phase to gives them ownership and gets them excited. They’re more likely to participate and share the launch as well.

I’ve seen authors allow their fans to choose book covers, course creators ask for suggestions, product makers seek out testers, and much more. How can you get your people involved?

9) Share Customer Reviews or Testimonials

We all love social proof. It’s the reason we seek out Yelp and Amazon reviews. It’s nice to know that someone has come before us and already loves what we’re interested in. It simply helps us proceed with confidence.

Obviously, some launches lend themselves better to this idea than others, but don’t be afraid to think out-of-the-box. If you have a fundraising campaign, for example, add testimonials to your site (and giving page) from those that have benefitted from your work or have previously donated.

Here’s an example from Signify.

10) Pre-Sale Your Launch

Wouldn’t it be a wondrous thing to have money coming in before you’ve officially launched? That’s the beauty of a pre-sale.

This is why some events allow you to purchase tickets to the following year before you even walk out the door. It’s also why movies sell tickets months in advance. And don’t forget about those books that come with pre-launch bonuses, or courses that give you a discount prior to hitting the market. The pre-sale has definite advantages for both you and the buyer!

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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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How to Start a Successful YouTube Channel

Been thinking about starting a YouTube Channel for your nonprofit or social enterprise? if so, you’re not alone. My intern, McKenzie Bethel, is about to share some compelling stats that may move you beyond simple curiosity.

In fact, for nonprofits, it may be the perfect time to begin! Just a few weeks ago, the video giant announced YouTube Giving, which will offer expanded tools for soliciting and receiving donations. But no matter your business model, here are a few, easy ways to create your YouTube channel.

It can be difficult to clearly convey what you are thinking and feeling through written text. While traditional social media sites are great for starting, growing, and expanding your organization, sometimes the human to human connection can get lost in translation. This is one reason video has become so popular. It’s the next best thing to being in the room with someone.

And when it comes to video, there’s still no one bigger than YouTube. Along with connecting to your audience, YouTube can be used as a great marketing tool.

Why YouTube?

Over two million videos are viewed on the platform each day. Just imagine how much attention even a portion of that could bring to your nonprofit or social enterprise!

A little over 10 years ago, Google bought YouTube, making it one of the most searchable platforms around. This merger is great news for your organization and growing a channel, as this allows you to appear in many more search results.

YouTube has become a powerful form of communication because it makes sharing your message incredibly simple. And unlike other social media outlets, YouTube’s content is widely consumed outside of itself, such as on other websites. Embedded videos allow users to share your content almost anywhere for more people to see.

Another perk is its longevity. Videos are often watched and shared months after they were posted, even without promotion.

Before you jump in, though, there are a few things you need to know to make the best out of your new YouTube channel.  

1.     Choosing a URL

As they say, the internet is forever. Well at least your YouTube URL will be. Google, the owner of YouTube, makes it very difficult to change your URL, especially if you have a young and growing channel. Unless you qualify for a custom URL, you are stuck with the first one you select.

Choose something that is synonymous with your organization and brand. It’s also a good idea to examine your other platforms. Having the same username across all of your different social media channels makes it easier for your audience to find and connect with you. Using a tool like Namechekr will help you make sure that the name you want is available on multiple platforms.  

 2.     Consistency

The key to a successful YouTube channel is being consistent! To keep an active audience, you must be active as well. One way to stay consistent is to let your viewers know when you will be posting and to stick to that promise. It lets them know that you will be coming back regularly and are committed to your work. It also gives them something of yours to look forward to.

The frequency of your uploads depends on the type of channel you have. With a vlog, you would want to post more often to keep the audience in tune with your daily life. For most other channels, posting once a week is sufficient.

Whatever upload schedule you decide on, stick to it! Your audience will lose trust in you and your nonprofit or social enterprise if you make promises that you cannot keep. 

3.      Optimization

If you haven’t heard yet, YouTube is going through major algorithmic changes. It’s becoming increasingly difficult to keep up with, even for the current, popular creators. However, there are a couple of ways to stay ahead of the game.

Quality, quality, quality. No one wants to watch a blurry, difficult to see video. High resolution, high quality videos will attract more viewers. More viewers will, in turn, encourage people to like, share, and subscribe. And greater interaction will increase the ranking of your video and that is how more people will see it.  

Close behind video quality is content optimization. Telling YouTube what your videos are about will help them reach more people. The title, tags, and description will tell YouTube’s algorithm how to categorize your video and make it appear in the appropriate search results.

Find the right buzzwords that relate to your video. Use them in your title, tags, and description along with other relevant words that will attract a larger audience. Shorter descriptions tend to perform better. Not many people want to read an essay before watching a video.

A good rule of thumb is to keep the description under 180 characters without forgetting the most important information. With that being said, do not use fluff words. YouTube can detect “filler” tags and will shift your video ranking lower. Use words that are relevant to the context of your video, channel, and cause-focused organization as a whole. Always include your website, social media links, and other links you want your viewers to have handy.

 4.     Thumbnail, Title, and Trailer

The thumbnail and title are the first two viewed elements of your video. If they are not interesting enough, no one will click to watch more. YouTube is considered one of the largest search engines at the moment, so having a catchy title can increase your channel traffic tremendously.

Make sure your title is short, yet engaging and descriptive. One thing to note is that video titles are not permanent! You can play around with different keywords and title structures to see what works best for you.

One of the easiest ways to gain views is by having incredibly eye-catching thumbnails. YouTube will offer random screenshots for you to use as thumbnails, but it is a much better decision to create custom thumbnails. A great resource for that is Canva, which has numerous templates, including one specifically for YouTube thumbnails and intro videos. This way you always get to control what people immediately see on your videos, rather than worrying about someone’s eyes being closed or mouth being open.

While you want to make your thumbnail interesting, avoid click-bait! Click-bait is using a provocative title or photo in order to get someone to click on it, only to find out the topic is not related to the content at all. Click-baiting is very deceiving and will make your current followers, and new viewers, lose trust in you.

Your video titles should be short, sweet, and clever but not to the point where they are difficult to understand. They should hint to the biggest point in the video without giving too much away.

Your channel trailer, or intro video, may be the first video your growing audience will see when they visit your channel. It’s a short clip that promotes your channel and hooks your audience into wanting to see more. The best trailers show the highlights of your page and display your businesses content in a fun way. Instead of sitting down and talking about your channel, show us!  

If possible, use clips from previous videos and compile them into your own little story reel. That is a creative way to explain what your channel is all about. Keep your trailer short and sweet, too. YouTube analytics predict that trailers under 40 seconds perform better than longer ones. Keep in mind that the ultimate goal is to make the viewer subscribe. If you were a new viewer, what is something you would be excited to see?

5.     Content

Content is the heart and soul of your channel. Ultimately, it’s what draws viewers in and keeps them coming back. Your channel is the perfect place to introduce your work or cause, share ideas, and promote upcoming launches. The most common and successful videos for small businesses and organizations are product explanations, customer testimonies, and tips.

It sounds daunting to create so much new content, but that doesn’t have to be the case. Repurposing video and content is more than welcome in the YouTube community. For example, if you are already producing a podcast, try taping it and posting that footage to your channel. People would love to see the mannerisms and facial expressions that go along with their favorite podcast.

Another way to repurpose content is by using footage from a previous event and adding to it. Show snippets of the event and add in your commentary so the viewer is engaged. Of course, the type of content you choose to post will depend on each organization, but a good rule to follow is to mix it up. Switching it up between sit-down videos and “in the field” type videos will keep your audience looking forward for your next upload.

6.     Be social, share, and collaborate

Popular videos are promoted more often by YouTube and that’s all thanks to engagement levels. More subscribers and more views will place your videos higher in search results. It’s a huge plus if someone subscribes to your channel right after watching one of your videos, according to YouTube.

The easiest and most organic way to generate growth is to ask for it! Share your channel and videos on your other social media channels and website, tell your friends and colleagues, and collaborate with other entrepreneurs and organizations. Using a Call To Action (CTA), is a great way to get the word out about your cause and YouTube is no different.

Each one of your videos should have a CTA at the end to further engage your audience and encourage them to take action. Tell viewers exactly what you want them to do whether that’s subscribing, liking, or sharing your video. 

Last but definitely not least—become a part of the YouTube community. Find channels that correlate with your organization, cause, or personal brand and engage with them! Even leaving a simple comment on another creator’s channel can connect you with the right person.  

Contributing to discussions will attract new viewers to your channel as well. Leaving thoughtful comments will grab the attention of passer-by and encourage them to check out your content. Avoid spamming others’ comment sections, however. That gives of an insincere vibe and will not yield great channel traffic results. 

Would you like to see this advice in action?

Here are four examples that showcase the tips above. The first two are nonprofits, and the latter are for-profit organizations.

The Task for Global Health has a wide variety of videos. Some explain who they are and what they do, and others are stories from communities they have served. And Dosomething.org caters to young people, so they have a more laid-back approach to their channel. The incorporate interviews, challenges, and some public service announcements into their content.

The Body Shop is a cause-oriented brand. They use their YouTube channel to show tutorials for their products and on occasion, have serious conversations. Finally, most of us know about Tom’s Shoes and what they stand for. Their videos range from completely creative content to their newest shoe to showing off their charity work. These four organizations can be great inspirations for your own channel.

Does your organization have a YouTube channel? If so, leave your link in the comments, and we’ll check it out!

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I’m McKenzie Bethel and I’m a fourth-year Economics Major at the Georgia State University with a minor in Journalism.

I have many hobbies but writing, filming, and creating content hold a special place in my heart. I hope to use economics to advocate for caused-focused organizations in the future.

LinkedIn

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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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