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.
To help content creators seamlessly promote content, products, and services, they need to have an optimized website to serve as the foundation of their marketing resource toolkit. A website showcases a creator’s brand to both followers and potential business partners. Plus, user-friendly integrations make sure purchases, sign-ups, and other engagement happen flawlessly.
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 different 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 gated content.
Simply stated: today’s social media content creators benefit from having a well-rounded online presence.
The website should also have a clear purpose, whether it’s hosting content such as a blog or podcast, serving as a place to sign up for newsletters, acting as a multi-faceted resume and portfolio for brands, or managing customer sales. Through the website’s design and function, visitors should feel empowered to take action when landing on the surface.
The essentials
Beyond the website’s appearance and structure, there are other key components you may want to include on your client’s website to help meet their goals.
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.
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. You can 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.
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.
Affiliate links
Content creators often earn income through commissions from affiliate links. As a partner (i.e., affiliate) to a brand, 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. You’ll want to ensure these affiliate links are displayed on relevant pages throughout your client’s website, such as in blog posts.
Squarespace’s integrated URL Builder makes it possible to create trackable links so your client can compare the progress and success of specific campaigns.
Learn more about creating trackable links.
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.
Blog
A blog can serve many purposes for a content creator. Perhaps it’s where they feature in-depth product reviews, share personal anecdotes, or highlight upcoming events or campaigns. A blog is a great place for 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 help to ensure their site is 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), and more to their member site.
Note that member sites are private, gated sections of your client’s website that only members can access, so any content you put inside your member site won't be indexed by search engines and therefore won’t contribute to your SEO efforts.
Learn more about setting up Member Sites on your client’s website.
High-quality imagery
Many influencer marketing advertisements are conducted through images and videos. In addition to serving as part of a greater campaign, these visuals act as your client’s portfolio and provide 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.
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 website to create a captivating and memorable experience.
If your client is a podcaster, 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 your client’s podcast.
Social media links
Regardless if your client focuses on one social media platform or multiple, you’ll want to ensure links to their profiles are included on 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 a 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. The 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.
Online stores
Your content creator client may want to sell products or custom merchandise to their followers. Set your client up with a Commerce plan so they have access to all the integrations and tools they need to run their ecommerce business. Plus, with Custom Merch, your clients can grow their personal brand and earn a passive source of income. The print-on-demand service does all the heavy lifting—production, shipping, and fulfillment of products—so your client can focus on other endeavors. And all you have to do is set up the store.
Pro tip: Help clients save money by opting for an annual plan, which can help them save 30% compared to paying monthly. Squarespace Circle members can help their clients save even more with 20% discounts on new annual subscriptions.
Want more?
Check out Squarespace Circle, Squarespace’s program for professional web designers, developers, digital entrepreneurs, and creatives. Along with exclusive content, discounts, and other perks, Circle brings professionals together from all across the globe to exchange advice while connecting with new clients and collaborators.
