Why Updating Your Squarespace Template Matters More Than You Think
If your Squarespace website was built a few years ago, it might be quietly working against you.
I’ve been reaching out to a few of my past clients lately – most of whom I built sites for between 2017 and 2019 – to share a friendly PSA: if you’re still using an older Squarespace template, it’s probably time to update.
Here’s why that matters
Squarespace has evolved a lot since those early templates were released. The new versions aren’t just prettier or easier to customize – they’re built for better performance. That means cleaner code, faster load times, and stronger SEO foundations.
Older templates may still look fine, but they lack the behind-the-scenes structure that helps Google understand, rank and display your site properly. Over time, this can create a bottleneck for your visibility, especially if your competitors are running newer frameworks.
Here are a few key differences that affect SEO and user experience:
Speed – New templates use more efficient code that loads faster and performs better on mobile
Structure – Updated schema and layout logic make it easier for Google to crawl and index your content
Mobile optimization – New templates are designed mobile-first, which has become one of Google’s top ranking factors
Flexibility – They allow easier editing, better image handling, and smoother integration with SEO tools
Real results: Red Barn Ranch RV Park
I built the original Red Barn Ranch RV Park site in 2018 – the same year I created several other small business sites that are still running strong. But this summer, Red Barn decided it was time for a refresh.
We moved them onto a modern Squarespace template and redesigned the site to feel cleaner, faster and more aligned with today’s user expectations. The results were immediate:
Google search impressions more than doubled
Click-through rate increased by 40%
Top keywords moved from page 3 to page 1
Squarespace Website Traffic - Red Barn Ranch RV Park
Google Search Console – Red Barn Ranch RV Park
Your brand may be timeless, but your framework isn’t
If your site was built five or more years ago, your brand identity may still feel right, but your website’s foundation probably needs a tune-up. The good news? A redesign doesn’t have to be dramatic or expensive. Sometimes, the biggest ROI comes from simply modernizing what’s under the hood.
If you’re curious about whether your site might be due for a template update — or you just want to talk through options — I’m happy to take a quick look and point you in the right direction.
