How to Build Websites for Content Creators
Content creators have taken center stage in recent years, flexing an unprecedented level of influence, affluence, and power over traditional forms of marketing. As some brands and businesses find that previously high-performing advertising strategies no longer have the reach they once did, many have turned to content creators to promote their products and services.
Content creators need an optimized website they can use to seamlessly promote their content, products, and services. A website showcases a creator’s brand to new and existing followers and potential business partners. Plus, by incorporating user-friendly integrations, content creators can streamline purchases, donations, newsletter sign-ups, and more.
Designing a website for a content creator
A website is an integral component to any content creator's marketing and search engine optimization (SEO) strategy. A site serves as a centralized hub for the creator’s endeavors, tying together social media profiles, blogs, products, and more in one location. A website also strengthens their brand by affirming attributes like messaging, colors, fonts, and more, while acting as a portal to different marketing partner links, email newsletters, and premium memberships.
Simply stated: today’s content creators benefit from having a well-rounded online presence.
The essentials
Beyond appearance and structure, there are other key components you may want to include on your client’s website:
1. The creator’s story
The about page is a dedicated place for your client to share their story, mission, and goals for their brand. This is an important spot to establish trust with visitors and connect your client to their audience. As you design the page, strategically lay out the copy, images, and relevant social media links so visitors can walk away understanding your client and where they can follow along with updates.
Learn more about effective content layout designs.
2. Media kit
Content creators send media kits to potential brand partners before signing a final contract. A standard media kit includes audience demographics, follower counts, special partnerships and events, photos and videos, and rates. Include this kit on your client’s website so it’s readily available for prospective collaborators. Or, if your client prefers to keep these details private, you can password protect this page to prevent it from being publicly accessible. From there, your client can share the password with intended parties.
3. Press coverage
A press page is a great way to establish the legitimacy and experience of a content creator, especially for companies that are new to this form of marketing. It includes any press mentions and relevant media coverage where your client has been featured. Organizing press coverage in a simple layout can go a long way to help potential partners research your client before working with them.
4. Affiliate links
Content creators often earn income through commissions from affiliate links. As a brand partner (i.e., affiliate), your client can share these links on social media and on their website to attribute any referrals they make to that brand’s products or services. Ensure these affiliate links are displayed on relevant pages throughout your client’s website, such as in blog posts and ebooks. You can also build your client a dedicated affiliate marketing website so they can maximize their affiliate earnings.
Squarespace’s integrated URL Builder makes it possible to create trackable links so your client can compare the progress and success of specific campaigns.
5. Contact page
A contact page is an absolute essential for any content creator. The page should include clear details on how someone can get in touch with your client, as well as when they can expect to receive a response. If your client wants to receive communications via a contact form, add one to the page using a form block.
You can create a contact page from scratch or by using a pre-built layout. Check out our tips for building a contact page.
6. Blog
A blog can give content creators a place to feature in-depth product reviews, share personal anecdotes, or highlight upcoming events or campaigns. They empower your client to share a look into their life, latest endeavors, partnerships, recommendations, travels, and more.
When it comes to executing a well-planned search engine optimization strategy for your client’s website, a blog can make the site discoverable on search engines by doubling down on relevant keyword efforts.
If your client wants to keep content exclusive to paid subscribers, consider putting the content behind a paywall. Using Member Sites, your client can offer special content to subscribers for a set cost. In addition to a blog, your client can add videos, audio (like podcasts), courses, limited edition merchandise, and more to their membership site.
Member sites are private, gated sections of your client’s website that only members can access, so any content shared within a member site won't be indexed by search engines. Therefore, content within the member site won’t directly contribute to SEO efforts.
7. High-quality imagery
Many high-profile influencers advertise with images and videos. In addition to serving as part of a greater campaign, these visuals can act as your client’s portfolio, providing a preview of what a business (or follower) can expect from them. As you build your client’s website, include high-quality and curated images that represent their brand. Learn more about choosing compelling images.
8. Content blocks
Content blocks make it convenient to embed text, video, and audio so that different forms of content are available to visitors. You can dedicate pages of the website to each type of content, or mix it up throughout the site to create a captivating and memorable experience.
For example, if your client has a podcast, they can use Squarespace to create and manage their audio content. To make the process of subscribing and downloading episodes seamless for listeners, use a blog page to host the podcast.
9. Social media links
Whether your client uses one social media platform or multiple, include links to their profiles throughout their website. Add social icons to highlight where your client maintains their presence online and where visitors can interact with them.
Integrated social media sharing makes it possible to distribute content across various accounts with the click of a button. Learn how to connect social media accounts to your client’s website.
Pro tip: Your client can share links to their website and other relevant resources using Bio Sites. This link-in-bio tool acts as an organized one-stop-shop for all the online resources your client wants to share in their social media bios. See how Bio Sites can drive website traffic.
10. Online stores
Your client can use their Squarespace website to sell branded merchandise and products that deepen audience engagement. Whether it’s apparel, accessories, or exclusive collectibles, an integrated online store helps them turn their brand into a business. With Squarespace’s ecommerce tools, your client can manage inventory, offer seamless checkout, and create a shopping experience that feels like a natural extension of their content. Learn more about creating ecommerce sites with Squarespace.
Pro tip: With Custom Merch, your client can grow their personal brand and earn a passive source of income. This print-on-demand service does all the heavy lifting—production, shipping, and product fulfillment—so your client can focus on other endeavors. All you have to do is set up the store.
Build a high-impact website for your client
Content creation is a crowded field, but a well-crafted website helps your client cut through the noise and achieve their goals. Thoughtful design and strategic content lay the groundwork for a site that not only showcases their brand but also drives continuous engagement and conversions.
This article was originally published on Feburary 21, 2023. It has since been updated.
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