5 consejos prácticos para mantener tu negocio online en marcha en cualquier situación económica

¿Cómo te va a ti y a tu negocio?

Este período tan inusual es motivo de preocupación para muchos. Hay quienes están prosperando, otros a los que les va bien y otros a los que les está costando mucho. Sea cual sea tu situación, ahora es el momento de tomar medidas prácticas para mantener tu negocio a flote.

A continuación te ofrecemos algunas ideas sobre lo que podrías hacer:

Descarga gratuita: una plantilla para tu análisis DAFO

1. Sigue manteniéndote visible

La pandemia del coronavirus supone, sin duda, un reto inusual al que hay que hacer frente, tanto en el ámbito personal como en el profesional. Sin embargo, al igual que cualquier otro periodo de crisis, es algo temporal. Es posible que muchas empresas decidan reducir sus actividades de comunicación o marketing dirigidas a su público, pero hay buenos argumentos a favor de mantener la visibilidad.

En primer lugar, hay que tener en cuenta que una pandemia es algo temporal. Uno de los objetivos principales de la mayoría de las empresas es salir fortalecidas de esta situación, y mantener activos los esfuerzos de comunicación y/o marketing dirigidos a su público es una forma de lograrlo.

¿Por qué? Porque ayuda a garantizar que no te olviden. La mayoría de las empresas se esfuerzan mucho por crear una audiencia y, al desaparecer de la web, no tardan mucho en desaparecer también de la memoria de esa audiencia. 

Hay varios ejemplos que podemos extraer solo del último siglo en lo que respecta a períodos de crisis. La Gran Depresión es uno de ellos, con la historia de las empresas rivales de cereales, Post y Kellogg’s. Un artículo de The New Yorker describe cómo Post hizo «lo previsible» recortando gastos, incluido el presupuesto de marketing. Kellogg’s, por su parte, duplicó su presupuesto publicitario y lanzó un nuevo producto: los Rice Krispies. En 1933, Kellogg’s había aumentado sus beneficios en más de un 30 %, incluso mientras la economía se hundía, y se convirtió en la empresa de cereales dominante. Post se quedó atrás...

En segundo lugar, si mantienes tu visibilidad de formas que resulten útiles o tranquilizadoras para tu público objetivo, es una forma estupenda de conservar la buena voluntad. Cuando lleguen tiempos mejores, querrás que la gente vuelva a recurrir a ti, recordando cómo se comportó tu empresa durante los momentos difíciles.

¿Te preocupa el presupuesto de marketing? Aprovecha lo que tienes. Sigue haciendo cosas como enviar correos electrónicos a tu lista de contactos y publicar con regularidad en las redes sociales. Si tienes tiempo y puedes, publica también en tu blog.

¿Tu oferta guarda alguna relación con la situación del coronavirus? Por ejemplo, ¿ofreces algún tipo de producto o servicio que permita mantener el distanciamiento social? O quizá simplemente informas a la gente de que tu empresa puede funcionar a distancia y, de hecho, lo hace. 

2. Averigua qué necesitan tus clientes

Te planteo una pregunta: ¿cómo puedes ayudar a tus clientes actuales con las necesidades que tienen ahora? ¿Y qué hay de los posibles nuevos clientes? Evalúa lo que ofreces: ¿sigue siendo adecuado para tus clientes o hay algo más que necesiten más? ¿Es este el momento de ajustar ligeramente el rumbo, o incluso de dar un giro para seguir siendo relevante?

Mientras reflexionas sobre estas cuestiones, piensa si podría cambiar algo durante las futuras fases de la pandemia. ¿Hay algo que pueda ser necesario entonces y que debas planificar ya?

En el mundo de las páginas web de Squarespace, se nos ocurren algunos ejemplos del tipo de cosas que los clientes podrían necesitar ahora mismo:

• Una forma viable de hacer negocios por Internet, sobre todo si antes dependían en gran medida de los establecimientos físicos.

• Una forma de aumentar la capacidad de su página web, sobre todo si ahora están recibiendo mucho más tráfico en línea.

• Nuevas funcionalidades, como, por ejemplo, carritos de la compra o la configuración de una tienda online.

• Un nuevo diseño para la página web. Quizá estén pasando por una época tranquila y consideren que es el momento ideal para ocuparse de tareas como el mantenimiento o el rediseño de la página web.

• Una iniciativa de imagen de marca. Quizá necesiten posicionarse como una empresa o un servicio que opera en el ámbito digital.

Quizá sea un buen momento para realizar un estudio de mercado y averiguar qué necesita la gente. Haz una encuesta entre tus clientes actuales y, tal vez, pregunta en las redes sociales o en grupos de networking. Sigue habiendo mucha demanda que las agencias o los autónomos de Squarespace pueden satisfacer; solo es cuestión de descubrir cómo puedes ayudar mejor.

3. Generar clientes potenciales

Una forma estupenda de garantizar la continuidad de tu empresa en el futuro es seguir trabajando con la vista puesta en el futuro. Sabemos que esto puede resultar difícil si te enfrentas a una crisis: muchas empresas están muy centradas en el aquí y ahora, intentando mantenerse a flote.

Sin embargo, la captación de clientes potenciales es una de las medidas que puedes tomar para asegurarte un futuro. Si dedicas parte de tu tiempo a captar más clientes potenciales ahora, es de esperar que cuentes con una cartera de clientes potenciales una vez que la crisis se haya calmado.

¿Qué puedes hacer?

• Sigue haciendo contactos y hablando con la gente. Quizás conozcas a alguien, o a alguien que conozca a otra persona, que pueda necesitar tu ayuda.

• Utiliza y promueve técnicas de captación de clientes potenciales en tu página web. Por ejemplo, quizá tengas un «imán de clientes potenciales», es decir, un contenido útil que ofreces a cambio de una dirección de correo electrónico. Ahora podría ser un buen momento para evaluar y diseñar un nuevo imán de clientes potenciales que ayude a las personas a resolver un problema urgente que tengan en este momento.

• Crea tu lista de correo electrónico. Ofrece a la gente una buena razón para suscribirse a tu boletín informativo, siendo útil y cercano.

• Ofrece y promociona un servicio que sabes que la gente necesitará en cuanto puedan ponerse en marcha. 

4. Tómate tu tiempo para elaborar una estrategia

¿Cuándo fue la última vez que evaluaste tu negocio? Quizá sea un buen momento para realizar un análisis DAFO ( fortalezas, debilidades, oportunidades y amenazas) y elaborar estrategias para los diferentes escenarios posibles.

A menudo, lo que más preocupa a la gente son aquellas cosas sobre las que perciben que no tienen control alguno. Las empresas también suelen mostrarse más débiles cuando se ven obligadas a actuar de forma reactiva, sometidas a las circunstancias en las que se encuentran. 

La planificación y la elaboración de estrategias ayudan a minimizar ese escenario «reactivo», al contar con planes preparados para diferentes situaciones. Es una especie de «si pasa esto, entonces haz aquello» para tu negocio. La elaboración de estrategias también te permite centrarte en los aspectos que puedes controlar en una situación que, de otro modo, podría parecer estresante y fuera de control. ¡Sin duda te ayuda a tomar buenas decisiones si puedes abordar la situación desde una perspectiva más tranquila!

5. Crea nuevos recursos para tu empresa

Si te sobra algo de tiempo, piensa en cómo podrías crear algo que ayude a tu negocio en el futuro. Quizá sea algo que promocione mejor tus servicios (¿a cuánta gente le hace falta urgentemente renovar su página web?), o quizá sea un nuevo producto o servicio que puedas vender. Como alternativa, quizá haya alguna nueva habilidad que puedas aprender y que te ayude a hacer crecer tu negocio.

No vamos a decir «deberías ser productivo» en el sentido de que Shakespeare escribiera obras a destajo durante la cuarentena o de que Sir Isaac Newton descubriera la gravedad; la gente ya tiende a presionarse lo suficiente a sí misma. A veces puede resultar abrumadora esta idea de que, si tienes un periodo más tranquilo, deberías salir de él con algo grandioso.

¿Qué puedes hacer para evitar sentirte abrumado y, al mismo tiempo, conseguir algo útil para tu negocio? Empieza por las cosas pequeñas. Esto puede ayudarte a coger impulso para alcanzar tus objetivos y a desarrollar planes para abordar proyectos más ambiciosos. 

Descarga aquí nuestra plantilla de análisis DAFO

Reflexiones finales

Este es un periodo complicado para todos, en mayor o menor medida. No es fácil hacer frente a una crisis de tal magnitud con la que no se tiene experiencia previa.

Como empresario, te puede resultar útil buscar medidas prácticas que puedas poner en práctica. Esto te permite mantener cierto nivel de control en momentos en los que la situación puede parecer caótica. Esperamos que encuentres en estos consejos algo que puedas aplicar.

Por último, ¡cuídate mucho! Cuídate y haz lo que sea necesario para mantener tu salud física y mental. Te agradecemos que estés aquí y esperamos volver a verte.

How the Right Lead Magnet Can Help Grow Your Business

Are you looking for new ways to grow your business?

Most Squarespace freelancers or agencies look for ways to boost growth. You need to generate more traffic to your website and importantly, more of the right people - those who are your target audience.

A lead magnet comes in once you’re getting traffic to your website. There’s no sense in having people turn up and leave again, without offering a way for those who are interested to stay in touch with you. You need traffic that converts! 

Your lead magnet can get people onto your email list and deliver them some kind of value - a key step to building trust and growing your business. Here’s how it works:

How can you find lead magnet ideas? Free download here

Why lead magnets matter

Lead magnets are nothing new. In fact, marketers have used them in one form or another for decades. The basic premise is that you give away something for free in exchange for the contact details of the customer (their email address), and permission to keep in touch.

This used to operate with things like sending in a coupon via mail in exchange for a free offer. On a website, a lead magnet is usually delivered digitally. The visitor fills out a form on your site with their details and receives whatever it is you’re giving away (often some kind of digital download). You might have multiple lead magnets (and this strategy can be quite effective); for example, by giving away lead magnets within blog posts that are related to the content.

Why do lead magnets matter? Because they still work (if you do them well). Many businesses are successfully using them on their websites and building an email list that they can regularly communicate with. 

Essentially, building your list is a key function of the lead magnet. You might have a newsletter signup form or something similar on your website, but you need a way to encourage people to actually fill out that form. A lead magnet can give them a compelling reason.

Tobacco company “lead magnet” from 1927 (source)

What makes a lead magnet effective?

You probably noticed that statement in the last section: lead magnets still work, “if you do them well.” People don’t give up their email addresses easily these days - they have to have a compelling reason.

This means that an effective lead magnet must be designed thoughtfully, with your target audience in mind. It should deliver something that they will value - for example, a way to solve a key problem that they have.

If we were to create a list of things to make a lead magnet effective, they would be:

1. It’s targeted to the audience you want to reach.

2. It’s in a format that the audience wants to consume (for example, consider whether a lengthy ebook really appeals to a busy executive, if they are your target group).

3. It helps them to solve a pressing issue that they have.

4. You have clear calls to action in the marketing for your lead magnet - tell people what you want them to do!

5. Your marketing clearly outlines the benefits to the audience of the lead magnet.

6. You monitor the effectiveness of the lead magnet.

7. You make improvements based on feedback.

8. You keep in touch with regular email contact. (This is really the whole point. You entice people onto your email list so that they can get to know you better over time).

For extra effectiveness points, consider lead magnets that:

• Provide a “quick win”

• Are quick and easy to digest

• Demonstrate your expertise

• Are super-specific (specific topics tend to convert better rather than general topics)

Begin by brainstorming common problems for your audience to generate ideas. For example, if it’s “my audience wants ways to grow their business without spending lots of money,” you might create a lead magnet about how they can create lead magnets ;). 

Lead magnet ideas

There are many types of possible lead magnets - some even may be related to other digital products that your business sells. For example, if you sell software or plugins, a logical lead magnet might be to offer a free trial or “freemium” version. Or, you might offer one part of the software for free, like some kind of tool or calculator. Whatever you choose, keep it valuable to deliver a quick win.

Here are some lead magnet ideas:

#1. Checklists

Checklists can be a win all around. If you design them well, they help to solve a problem AND they’re easy to digest. Sometimes that’s just what people want - the quick version of how to achieve something without having to go through a long set of instructions.

They’re also fairly quick to create. You probably already have the content for a checklist embedded in something like a blog post. In that case, you can just pull out key points and summarize.

Some Squarespace business ideas:

• Checklist for conducting a website review

• Checklist for choosing the right Squarespace theme

#2. Templates

Templates offer people an outline or starting point to follow in order to get something done. For example, if you’re an expert at formatting ebooks that can be used as lead magnets, maybe you offer people a formatted ebook template which they can use to create their own.

Some Squarespace business ideas:

• Email newsletter template for reaching out to clients

• Facebook ad templates for advertising your business

#3. Scripts

Does your target audience need something that will help them to speak or write effectively? Scripts can be a really handy lead magnet for those people. Sometimes they just need ideas for what to say or how to say it, and if you’re an expert at this, they’ll appreciate it!

Some Squarespace business ideas:

• How to pitch your business/idea to a potential partner

• Script tips for you next marketing video

#4. Toolkits

People love to know how other successful people set up what they do. For example, if you have an automated system dialed in for managing something to do with your business, other people will be curious to know what you did and how they might emulate it.

Some Squarespace business ideas:

• The X tools I use to automate my marketing

• The X plugins that I can’t do without

#5. Web apps

If you have the coding skills, a web app that does a useful task for people can be a great lead magnet. Here’s an example: Bryan Harris created ListGoal as a free lead magnet through which he can collect email addresses. Web apps will tend to take a bit more to create, but obviously you can make something that people use routinely (as opposed to other types of lead magnets that maybe people read over once or twice).

Some Squarespace business ideas:

• A quote calculator

• A web form creator

#6. Calendars

A calendar can be a great lead magnet because it provides focus and direction for the person, especially if it gives them one simple step to take each day. For example, someone in the fitness industry might create a calendar that gives someone basic exercises to complete each day.

Some Squarespace business ideas:

• Set up your website content in 7 days

• 14 days of SEO actions

Need to find lead magnet ideas? Free download here

Reflexiones finales

Lead magnets can help to grow your business by building your email list and giving you a means of staying in touch with people. The key is to figure out the right sort of lead magnet that will appeal to your people; something that solves a problem they have or provides them with a quick win.

A lead magnet isn’t something to “set and forget.” While it helps you to automatically grow your email list, you have to actively make sure it’s working (or continuing to work). It’s important to monitor your results and make updates, or maybe try different lead magnets over time.

Finally, a lead magnet can be a cost-effective way to grow your business. You can usually make your lead magnet yourself and it’s a great way to optimize what you do with website traffic. Bottom line? Always have a way of capturing the details of people who visit your website!

Not Just Another Squarespace Agency

How to Stand Out, Get Noticed, and Get Booked

If you’ve ever scrolled through a dozen Squarespace agency websites, you’ve probably noticed something:

“Beautiful, modern websites.”
“Premium web design services.”
“Helping you build your online presence.”

It all starts to blur together.

The problem? If you sound like everyone else, clients can’t tell what makes you the right choice.
The opportunity? You don’t have to be louder—you just have to be clearer.

In this guide, you’ll learn how to:

• Craft a distinct brand and message that clients feel immediately

• Specialize in a niche that makes you the obvious choice

• Offer more than “just a website” by solving deeper problems

• Structure your business and process to build instant trust

Free download: Get our actionable tips on branding your Squarespace agency

You Can’t Afford to Be “Just Another Agency”

Here’s the truth: your clients aren’t looking for a Squarespace site. They’re looking for results.
They want a site that books more calls, sells more products, tells their story, or earns trust.

When your message says:

“We make beautiful Squarespace websites”

...they hear:

“We do what everyone else does.”

But when you say:

“We help therapists book more clients through strategic Squarespace design,”

...you stand out. You’re no longer a vendor—they see you as a specialist.

Niche Down to Stand Out

Specialists are trusted. Generalists are compared.
That’s why choosing a niche is one of the fastest ways to rise above the noise.

You might choose your niche based on:

• Industry: wellness, food & beverage, education, e-commerce

• Style: bold minimalism, storytelling-focused, luxury editorial

• Tech: integrations with tools like MindBody, Acuity, or Shopify

• Personal background: maybe you spent years in hospitality—lean into it

The clearer your niche, the easier it is for clients to say: “That’s for me.”

One example of an agency targeting a specific niche of clients is Launch It, Girl. Their target audience is specifically female entrepreneurs that are launching a new business. 

Differentiating what you offer

Another great way to differentiate yourself is in what you actually offer. This might be directly related to the niche you have chosen; for example if you specialize in ecommerce stores, one of your offers might be high quality product photography (which every ecommerce business should have!)

Some agencies specialize in certain programs or types of integrations. For example, Pixality Design specializes in websites for yoga and wellness businesses that include integrations with MindBody, the scheduling software. They also offer marketing consulting and done-with-you Facebook and Instagram ad setup. These “extras” are good examples of identifying particular problems that people within the niche may have.

Here’s another great example of choosing a niche and differentiating what is offered; Liz Kalloch Design and Illustration specializes in Squarespace websites, book design, and illustration for writers and other creatives. Kalloch channelled her more than 20 years of experience in illustrating and book design to create a unique agency.

First impressions - Brand Identity

What are you saying and how are you saying it? Many potential clients will first encounter your agency online so your branding needs to be on-point. Bland and boring won’t cut it, you need to get their attention early.

One way of looking at it is that you’re solving a particular problem (or set of problems) for clients. Which two or three things are their biggest challenges? If you can focus your energy into one pressing problem, it’s a great way to differentiate your brand.

So instead of “we make beautiful Squarespace websites,” you might now have “we make Squarespace websites that help ecommerce stores to grow their sales” (or something like that!)

However you choose to differentiate your brand, it’s important that it comes across in a client’s first impressions of your agency website. Most website visitors stick around for less than 15 seconds, so make your point quickly. If people don’t “get it” almost immediately, they don’t tend to search around for more information.

Here’s an example of great differentiation. Website by Tonight actually does what the brand name implies. Not only that, they’ve styled themselves as an agency for agencies, taking care of creating simple client websites for agencies in just a few hours.

Choosing a different way to do business

Sometimes how you run your business can be a differentiator for clients. To be honest, some agencies have helped to create an impression full of red tape, and that producing a final product will take a long time.

How can you stand out to counter this idea? By telling clients how you operate! Clients dislike ambiguity, especially around what they are getting and how much it will cost them. If you have clearly delineated packages, this is a great way to get around that fear. Remember, people may have been burned previously by unexpected costs from a web designer!

So you might:

• Explain a step-by-step process that ends with the final website being created. Include how you communicate with clients and what will be needed from them. Our first agency example, Website By Tonight, outlines a 6-step process, including how they get input from clients. They also offer web design via screen share.

• Offer specific packages that make you different from others. Our founder here at SQSP Themes, Omari, is a huge fan of the “productized service” model of business. This simply means packaging up some sort of service so that it can be offered as a product would, with clearly defined boundaries.When Omari first started in business, he offered a productized service doing custom CSS tweaks. Instead of offering a one-off service, he bundled it into packages of five or ten Squarespace tweaks. This was a great way to offer a defined service and to do repeat business rather than simply one-offs.

The underlying lesson is that being specific and transparent about what you offer and your process for offering it can help to draw customers in. Everyone knows that a website design project has a beginning, middle, and end, but they want to know exactly what that entails in terms of time, money, and what they get from it. 

Download our actionable tips on branding your agency to stand out here

Reflexiones finales

You’re not “just another Squarespace agency,” are you? We thought not. There are so many ways you can differentiate yourself from the crowd and help to draw in more clients.

It might be in what you offer, how you offer it, how you brand yourself, or the niche that you serve. One thing you should always spend time on is honing that message so it is clear to anyone who visits your website.

We’d love to hear about how your agency defines itself. Drop us a comment below!