Why Your Squarespace Website Still Looks Like a Template (And How to Fix It)
Introduction
Squarespace is the gold standard for beauty and wellness businesses because of its clean, aesthetic starting points. But there is a common trap: many estheticians and skincare founders launch their site, only to realize it still feels… like a template.
It looks “nice,” but it doesn’t feel yours. It doesn’t feel premium, and it certainly doesn’t feel like it belongs in the same world as a high-end spa or a Sephora-ready skincare line.
If your website feels generic, it’s not because the template is bad. It’s because it hasn’t been strategically customized. Here are the 5 reasons your site still feels like a template—and how to fix it.
1. You haven't refined the typography
Standard templates often use safe, default fonts. To make your site look custom, you need to bring in intentional typography.
The Fix: Don’t just use any font. Choose a pairing that reflects your brand’s personality. If you’re a holistic therapist, look for soft, grounded serifs. If you’re a modern med spa, look for clean, high-contrast sans-serifs.
2. Your imagery is "too" stock
Generic stock photos are the fastest way to make a website feel impersonal. If you use the same photos as five other estheticians in your town, your brand won't stand out.
The Fix: Mix high-quality professional brand photography with "editorial-style" stock that feels unique. Ensure all images share a consistent color story.
3. The layout is too "Standard"
Most people fill in the boxes that Squarespace provides and stop there. This results in a website that looks like every other site in the "Beauty" category.
The Fix: Use a strategic Squarespace template (like Sculpt & Silk) that was built specifically for the beauty industry. These are designed with different sections that break the "blocky" feel of standard templates and prioritize a high-end editorial flow.
4. There is a lack of "White Space"
Clutter is the enemy of luxury. If every inch of your homepage is filled with text, buttons, and pop-ups, it loses that premium, calm feeling.
The Fix: Embrace white space. It allows your signature service and high-quality imagery to breathe, making the entire experience feel more expensive and intentional.
5. Your brand colors aren't cohesive
If you’re pulling colors from different places without a set palette, your site will feel DIY.
The Fix: Stick to 3-5 core colors. If you struggle with this, starting with a DIY Beauty Brand Kit gives you a pre-designed, professional palette that you can apply across your site for instant cohesion.
Conclusion
A template is just a foundation. To turn it into a booking machine, you have to inject your brand's unique strategy and visual identity into it.
Ready to stop looking generic?
Need a better foundation? Explore my Squarespace Templates.
Need a professional look, fast? Shop DIY Beauty Brand Kits.
Ready for a full transformation? Apply for the 10-Day Brand.
