Squarespace and marketing agency
A marketing agency on Squarespace, where the work is images and the answers are not
Agencies build the best looking sites and the least answerable ones. The work is presented as full bleed images and galleries, the case study narrative is frequently set inside the artwork, and the commercial detail a prospect needs before they book a call is not on the site at all. The install takes two minutes. The content problem is the page.
Why this pairing is its own job
The Squarespace install guide covers the tag, and the marketing agency guide covers what the assistant has to know. What follows is the part that belongs to neither.
- Whatever is inside an image file is not text. An agency site whose case studies are laid out as designed panels has a corpus consisting of headings, client names and gallery captions, which answers nothing a prospect is trying to establish.
- Site wide Code Injection does not run on a cover page, and cover pages are how agencies build campaign landing pages. The paid click lands on the one page with no launcher on it.
- Per page injection can add but cannot subtract, so an agency wanting the assistant on the main site but off a page it built for a pitch has to remove the site wide field and place the tag page by page instead.
- The material that decides renewals, asset ownership at the end of an engagement, who holds the ad accounts, notice periods, lives in proposals and contracts. There is no collection on the site holding it, so somebody has to write a page or it stays unanswerable.
What changes about the install here
<script src="https://cdn.askably.xyz/w.js" data-key="pk_live_YOUR_KEY" defer></script>The tag is the same one on the Squarespace guide. Everything below is about where it goes on a marketing agency site specifically.
Handle the cover page separately or accept that campaigns are unassisted
The site wide Footer field covers your pages. It does not cover a cover page, because that is rendered from the platform's own template rather than from your site layout, and this is the surface an agency is most likely to be pointing paid traffic at.
You have two honest options. Do not use a cover page for anything you are buying traffic to, and build a real page instead. Or accept that campaign traffic gets no assistant and judge the install on the rest of the site, which means not concluding that nobody uses it when your busiest landing page never had it.
Write the case studies as body text under the pictures
This is the part agencies resist and the part that decides whether the assistant is useful. Four paragraphs under each gallery: what the client came with, what you made, over what period, what changed afterwards. In text, on the page, in the words a prospect would search with.
It also happens to be what a prospect wants. The gallery answers whether you can make something look good, which they already assumed. The paragraphs answer whether you have done their thing before, which is the question that books the call.
Only index case studies you have written permission to publish, in the approved wording. An assistant repeats what it is given and cites it, so anything under a confidentiality term should not be in the material at all.
Publish the commercial terms nobody puts on an agency site
Minimum engagement, notice period, how scope changes are handled, who owns the assets at the end, who holds the ad accounts and the analytics properties, and whether media spend is billed through you. These get asked late, in the room, and answering them early filters out the wrong prospects before they book.
One page is enough. It does not need design and it is not a sales page, which is why it never gets built. It is also the only material on the site capable of answering the questions that determine whether an engagement renews.
Where the answerable material lives
| Service pages written as deliverables | What arrives, at what cadence, with what reporting. Every agency claims the same adjectives, so the sites that answer well are the ones that name the artefacts. |
|---|---|
| Case study body text | Four paragraphs under each gallery rather than a headline over it. The pictures are for the visitor; the paragraphs are the only part anything reading pages can use. |
| Engagement terms as a page | Minimum term, notice, scope change handling, asset and account ownership at the end. Currently in a proposal document, which is not on the site and not indexed. |
| An indicative starting point per service | Framed as a starting point that a scope moves, not as a price list. Publishing nothing costs you the enquiries from prospects who were the right size and never found out. |
The first thing to get right
Pick the three case studies you would send to a prospect tomorrow and write four paragraphs of body text under each one.
On this kind of site it is the difference between a corpus and a mood board. Everything else in this list is a page somebody has to be persuaded to write; this one converts material you already have into material the assistant can quote, without changing the design at all.
The failure that belongs to this combination
The campaign lands on a cover page and the assistant is judged on the rest
An agency buys traffic to a cover page because that is what the platform offers for a standalone landing page. Injection does not reach it, so every visitor from the campaign sees no launcher.
The conversation two weeks later is that the assistant is getting no use. The numbers support it, because the traffic that was supposed to use it never had it, and the pages it is on are getting organic visitors who arrive with different questions.
Check where your paid traffic lands before you draw a conclusion about usage. If it is a cover page, either rebuild it as a page of the site or measure the install on the traffic that could actually reach it.
Before you go live
- The origin the page is served from has to be on the allowlist for that assistant, or nothing renders and the browser console says which origin was refused. An apex domain and its www are two different origins to a browser, so list both, along with any staging or preview host you want it to work on.
- Open the site as a visitor would, on the pages a marketing agency visitor actually lands on, and ask it something only your own material could answer. A widget that renders is not the same as a widget that has read anything.
Questions
- Our case studies look great. Why can it not answer from them?
- Because looking great is a property of the image, and an image is not text. If the client name, the brief and the outcome are set inside the artwork, the page contains a heading and a caption. Write the same content as body copy underneath and nothing about the design has to change.
- Can it give a prospect a price?
- It can give the indicative starting point exactly as you published it, and say plainly that the figure follows a scope. That is a stronger position than silence, which loses the right sized prospects, or a guess, which becomes the ceiling of the negotiation.
- We are about to redesign. Does the install survive it?
- The tag does, because Code Injection is a setting rather than part of a template. What does not survive is the page structure the crawl indexed. Recrawl after a redesign, and check that the case study text you wrote is still text and did not get absorbed into the new artwork.
Keep reading
- Installing on SquarespaceThe exact Code Injection footer setup for Squarespace, the plan it needs, and the two surfaces it will never reach.
- Everything for a marketing agencyService definitions and engagement terms convert. A price quoted for work nobody has scoped is the trap on an agency site.
- Open mornings, member areas, and an install you cannot subtract fromPast open mornings stay published, the member area shows a launcher to parents while hiding its pages from a crawl, and injection can add but not subtract.
- A Squarespace restaurant site, and the two surfaces the tag never reachesThe menu is a PDF and the reservation form belongs to another company. What the footer tag reaches on a restaurant site, and what it never will.
- One agency, many Webflow projects, and the key that ends up in all of themOne key pasted into a client project answers on their domain with your material, and a transferred project takes the footer code with it.
- The work page is the one prospects want and the one you cannot indexAgencies run their own project and a dozen client projects from the same code field. One key across all of them mixes clients' material.
Try it on your own material
Upload a document or point it at your site, paste one line of HTML, then ask it something only your business could answer.