How to Improve the Add to Cart Rate on Your Squarespace Website

Marketing

Jul 22

You’ve built a beautiful Squarespace store. Your product pages are polished, and your “Add to Cart” button is ready for action.

But… no one’s clicking it.

Here’s the problem: most small product-based businesses focus all their energy on the store itself—on what happens after someone lands on the site. But if you want more organic sales, you need to start earlier in the journey.

**The Journey Before the Click**

As Kristine Neil often says, the real strategy is about what happens before your customer clicks “Add to Cart.” It’s not enough to hope your product pages will do all the heavy lifting. You have to guide people there with purpose.

What questions are your customers asking before they even land on your site? What hesitations do they have? What would help them feel confident in their decision to buy from you?

That’s where content comes in.

The Blog: Your Most Underrated Sales Tool

Most Squarespace eCommerce sites don’t have a blog—and it shows.

A blog isn’t just a place to “share updates.” It’s the mechanism by which your business gets discovered—because people are already going to Google searching for what you offer.

Your blog is also a tool to:

Build trust with potential customers
Position you as the authority in your industry
Show your product in real-life context
Answer questions people didn’t even know they had

Good news! Squarespace makes blogging easy–and it's built right into your Squarespace website. You can easily format your posts, optimize them for search, and use features like Summary Blocks to strategically guide visitors to your products or other key pages on your site.

In short: A blog creates connection, clarity, and compelling reasons to take action.

"But I Don’t Have Time to Blog…"

Totally fair. Most makers and small product business owners are already stretched thin. You’re managing inventory, fulfilling orders, handling social media… and blogging sounds like one more impossible task.

But here’s the thing: Instagram posts disappear in 24 hours. Blog posts live on your website forever and continue working for you for weeks, months, and even years—building a robust resource library that brings in new traffic and supports your business growth long-term.

It’s a much better investment of your time than content that disappears in a day—and if you decide to keep using social media, having blog content makes it much easier to create posts—providing tons of content that can be repurposed anytime, not only by you, but also by anyone helping you in your business.

You don’t need to blog every week. You don’t even need to write it all yourself. You just need a plan. (And yes, you can outsource this.)

“What Should I Blog About?”

If you're not sure where to start, here are a few ideas for product-based blog posts:

How to Use Your Product: Tutorials, styling tips, or recipes.
Behind the Scenes: Share your process, materials, or inspiration.
Customer Spotlights: Tell stories about how people use and love your product.
Seasonal or Gift Guides: Help people find the perfect item for any occasion.
Problem/Solution Posts: What’s a challenge your product solves? Write about that.

Each post brings new people to your site—and each one moves them a step closer to buying. And remember: your blog shouldn’t be all about your business—it should be about your customer. Stay focused on helping them, answering their questions, and meeting their needs, and you’ll see better results.

Scale Beyond Social

If Instagram is your main marketing tool, you’re building your business on rented land—you don’t own your account or your followers. If your account gets shut down (and this does actually happen), you lose everything.

It’s also impossible to know whether your so-called “audience” is even made up of potential customers. It’s not uncommon to see someone rack up likes and followers while selling zero products. A blog on your own Squarespace site gives you a lasting, scalable way to grow your business by building a real connection with the right people.

Even better: you can use your blog to grow your email list. Remember that people are far more likely to engage when they get something in return. Offer a discount or freebie in exchange for an email address, or invite readers to subscribe for early access to new products or behind-the-scenes content. Lead generation is just as important for product-based businesses as it is for service-based ones—and your blog can be the engine that drives it.

Want to learn how to make this work for your business?

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Learn the Framework

I created a free class called The 3-Part Framework for Increasing Organic Traffic to Your Squarespace Website, and it’s designed for small business owners just like you.

I’ll show you how I used this method to grow my traffic without ads or social media—and how you can use it to attract more of the right customers to your site and transform your business into the one you imagined when you started your business in the first place.