Case Study: Squarespace eCommerce Website Design for a Handmade Skincare Brand
Client: Hawthorn Handmade Skincare — 100% natural, cruelty-free, handmade, sustainable
Industry: Skincare / Beauty / DTC eCommerce
The Challenge
Hawthorn’s old site felt dated and hard to shop. Product categories were unclear, PDPs hid key info, and trust signals (natural ingredients, cruelty-free, handmade, sustainable packaging) weren’t obvious. They needed a Squarespace skincare website that made discovery easy, communicated benefits fast, and increased first-time purchases.
The Goal
Launch a welcoming, conversion-focused Squarespace online store that:
Organizes products by type, routine, and skin concern with a clear Squarespace mega menu
Elevates credibility with visible badges, founder story, and ingredient transparency
Uses Squarespace SEO best practices and mobile-first performance
Improves add-to-cart and first-time buyer confidence
Our Approach
Information Architecture (IA): Rebuilt the shop into intuitive hubs (Skincare, Bodycare, 3-Step Routine, Ingredients, About). Added a mega menu with featured bestsellers and “shop by concern” links—implemented natively in Squarespace 7.1.
PDP Upgrades: New Squarespace product page design with benefits, full ingredient lists, usage steps, routine pairing, reviews, and “why it works” highlights.
Trust & Story: Site-wide badges (100% Natural, Cruelty-Free, Handmade, Sustainable), founder narrative, and craft photography to humanize the brand.
CRO Enhancements: Prominent CTAs, bestsellers grid, cross-sell modules, email capture, promo bar, and clear shipping/returns—optimized for Squarespace Commerce.
Performance & Squarespace SEO: WebP images, lazy loading, semantic headings, optimized titles/meta, internal linking, and structured data (Product, FAQ, BreadcrumbList).
Results
Easier product discovery via category hubs and Squarespace mega menu.
Significant lift in first-time customers and add-to-cart—shoppers reported the site “feels more trustworthy and easier to shop”
A polished Squarespace beauty website that communicates values instantly and scales with new products
With 6+ years as a Squarespace website designer and 200+ launches for beauty, wellness, and product brands, I use a strategy-first process (IA, conversion design, performance, accessibility, Squarespace SEO) to ship stores that look beautiful and convert.
Ready to Launch Your Website?
I offer two paths: Template Customization for a fast, budget-friendly launch, your branding applied to a proven Squarespace 7.1 template, pages organized, content loaded, booking/SEO/analytics connected, plus edit training; and Custom Website Design for a fully bespoke build with site strategy, unique layouts, copy guidance, and advanced integrations tailored to your business. Explore my Squarespace Website Designer Portfolio to see examples.
Prefer a Ready-to-Use Squarespace Template?
Here are some top Squarespace templates for the wellness & beauty industry, each with 180+ five-star reviews and trusted by thousands of website owners:
Spa Massage – Built for spas, massage studios, and wellness centers. Clear service blocks, packages, testimonials, and booking baked in to speed up appointments.
Beauty Salon – Great for estheticians and skincare pros. Showcase services, before/after galleries, and reviews with layouts designed to convert visitors into bookings.
Glamour – Ideal for hair salons and stylists. Clean sections for services, pricing, and team bios with bold visuals—perfect for boutique or full-service salons.
