How to Build a Website for Name, Image, Likeness (NIL)
Name, Image, and Likeness (NIL) refers to the ability of student athletes to monetize their personal brand through endorsements, sponsorships, and other commercial opportunities. For booster clubs and fundraising efforts, NIL allows student athletes and teams to partner with businesses, donors, and organizations to raise funds legally and transparently. Booster clubs can support athletes by facilitating these opportunities—such as hosting events, securing sponsorship deals, or creating promotional content—while ensuring compliance with national and state regulations.
An NIL website serves as a key resource for budding and active student athletes and teams. It serves as a central hub for showcasing their brand, managing sponsorship opportunities, and streamlining fundraising efforts. With a dedicated site, athletes can highlight their achievements, connect with potential sponsors, sell merchandise, and secure direct payments.
The rising demand for NIL websites presents a lucrative opportunity for web designers, as athletes and teams seek professional, branded platforms to manage their sponsorships and fundraising. Read on to learn how Squarespace empowers you to build websites for NILs.
What makes a great NIL website?
Athletes, fans, and brands carry specific expectations for what a compelling NIL website should offer, look, and feel like. Help your client meet these demands by understanding what makes a great NIL website.
Clear purpose and storytelling
A successful NIL website instantly communicates its purpose to fans and potential sponsors. Use compelling imagery and storytelling to showcase sports programs and garner support. It should be clear how and where visitors can support the cause at every touch point.
A smooth donation process
Donations afford opportunities for teams and athletes to financially benefit from their name, image, and likeness. For this reason, an NIL site’s donation process can make or break an NIL site. A successful NIL website offers a robust, integrated donation system (more on this later).
Engaging content
Content is one of the most direct ways athletes can use their site to connect with new and long-time supporters. NIL sites should offer visitors informative, on-brand content like regularly updated athlete news, achievements, and anything that cements fan interactions—and greater financial support—over time.
Professional branding
The site should have a polished, cohesive look and feel that complements the NIL’s brand. Strong design and branding signifies credibility to visitors, which is vital to attract donors or brand sponsors.
Mobile-friendly design
An NIL website must be mobile-optimized because fans and sponsors often visit on the go—whether they're watching a game, clicking a social media link, or looking for ways to show support in the moment. A seamless mobile experience ensures that donating, browsing updates, or reaching out for sponsorships is effortless, keeping engagement high and opportunities within reach. Squarespace prioritizes responsive site design across multiple devices, including mobile devices. Use desktop view to configure how the site will appear on devices like computers and laptops and use mobile view to design for mobile devices like smartphones. Learn more about designing mobile-friendly sites.
Key elements of an NIL website
Now that you understand the characteristics of impactful NIL websites, it’s time to put them into practice. To help your client maximize donations and sponsorships, include these essential elements on their site:
Homepage
Make a strong first impression with the homepage. Use high-quality images and videos to showcase the NIL’s athletic prowess and memorable feats, like moments of victory and award acceptance speeches. Include a concise mission statement and add clear calls to action to direct visitors to donate.
About page
The about page tells visitors about the NIL and shares how their contributions will tangibly benefit the NIL’s mission. Include brief biographies that highlight athletes and coaches, as well as team achievements and milestones. Highlight the aspirations that drive the team to inspire donors and sponsors. This is also a great place for written endorsements or video testimonials from teammates, coaches, or supporters.
Donation page
Add a donation page with a clear CTA. To make it as easy for donors to contribute as possible, embed branded donation blocks that connect to the site’s payment processor. Set suggested amounts with real-world impact—like covering training gear or travel expenses—and use a progress meter to visually track fundraising goals, motivating visitors to donate.
Donors can choose between one-time or recurring support, and custom button text (e.g., “Support [NIL]”) adds a personal touch. With Squarespace’s streamlined checkout, donations are quick and hassle-free, reducing drop-off. All contributions can be tracked and managed in the Donations panel, giving you and your client full visibility into fundraising efforts.
Learn more about collecting donations on Squarespace.
Photo and video gallery
Create a dedicated gallery page visitors can browse. Use gallery blocks to spotlight inspiring images, such as action shots, training clips, and behind-the-scenes footage. Display highlight reels to endear visitors and personal video messages to thank donors and sponsors for their support.
News and updates
NIL sites should stay updated to ensure constant, long-term engagement. Add a dedicated blog or update section that your client can use to show off achievements, upcoming events, and partnerships. Use a newsletter block to encourage visitors to subscribe for email updates and encourage long-term engagement with your athlete client.
Learn more about setting up an email campaign with Squarespace.
Contact page
A well-designed contact page is essential for building trust and encouraging meaningful connections between athletes and their supporters. This page should inspire sponsors, brands, and fans to reach out—whether for partnership opportunities, media inquiries, or simply to show their support.
Include a clear and inviting message that encourages engagement, along with a simple contact form for easy communication. Providing links to social media profiles, email, or other relevant resources means there are multiple ways to connect. A strong contact page enhances credibility and opens doors to valuable opportunities that help the NIL grow its brand and financial support.
Additional site features to consider
Enhance the NIL website with additional features that maximize engagement and revenue. Add an online store to sell branded apparel, merchandise, or exclusive content, turning fans into supporters through purchases. A dedicated events page can promote meet-and-greets, training camps, or fundraisers, reducing friction for visitors to RSVP or buy tickets.
For media and sponsorship opportunities, include a press page with a downloadable media kit featuring approved images, logos, and videos. This ensures journalists and potential sponsors have access to high-quality assets, helping the NIL maintain a strong and consistent brand presence.
Pitching NIL sites to potential clients
Websites are still a relatively new concept for NILs. Use this sample email to pitch the value of a site to a prospective NIL client:
Subject: Grow [NIL] with a website
Preheader text: How I can help you attract sponsors and donors
Hi [NIL Director],
As a brand, an NIL needs a strong online presence to really make an impact. A well-crafted, professional website is crucial for:
Strengthening connections with existing supporters
Attracting new fans and potential sponsors
Inspiring donations to fund key goals and initiatives
Growing the NIL's visibility and overall brand
I specialize in designing NIL websites that highlight what makes each program or brand unique. From user-friendly layouts to showcasing achievements and building a visually compelling narrative, I’m confident I can help take the NIL to the next level and open new doors for growth and success.
Let me know when you’re available for an introductory call.
Best regards,
[Your Name]
[Your Contact Information]
[Your Website]
Help athletes hit the ground running
With a strong understanding of NIL site essentials, you’re ready to create impactful websites that help athletes connect with fans, attract sponsors, and secure funding. Leverage Squarespace’s powerful tools—gallery blocks to tell a compelling story, donation blocks to streamline contributions, and event pages to promote key opportunities.
As you refine your approach and build more NIL sites, you’ll develop a standout portfolio that showcases your expertise and positions you as a go-to designer for high-performing NIL websites.
Want more?
Check out Squarespace Circle, Squarespace’s program for professional designers and web design agencies. Along with exclusive content, discounts, and other perks, Circle brings professionals together from across the globe to exchange advice while connecting with new clients and collaborators.
