The Difference Between a Template and a Brand
Squarespace is a fantastic platform.
But a template is only the starting point.
When I built the Paper Trail website, I didn’t simply choose a template and change the colours. I designed it strategically to reflect the brand, the audience and the purpose of the business.
That’s the difference between using a template and building a brand.
A Template Is a Framework
Templates provide structure. Layout options. Pre-set sections.
What they don’t provide is:
• Brand positioning
• Visual psychology
• Clear service hierarchy
• Intentional messaging
• Strategic user flow
Without thoughtful design, even a good template can feel generic, inconsistent or cluttered.
A Brand Is Intentional
When designing the Paper Trail website, the goal was clear: calm, clarity and control.
Bookkeeping can feel overwhelming for many Melbourne small business owners. The website needed to feel reassuring, organised and steady.
That meant making deliberate design choices:
• Calm blue and teal tones to build trust
• Clean spacing to reduce visual noise
• Custom icons to simplify complex services
• Clear service sections so visitors immediately understand what’s offered
• Messaging written for real business owners, not accountants
Every layout decision supported the feeling of confidence and professionalism.
That doesn’t happen by accident.
Why DIY Template Websites Often Fall Short
One of the most common issues I see is inconsistency.
Multiple fonts.
Random colour changes.
Services buried in long paragraphs.
No clear call to action.
It may look “fine”, but it doesn’t guide visitors or build immediate trust.
And trust is what converts visitors into enquiries.
Templates Are Tools. Strategy Is What Makes Them Work.
You can absolutely use platforms like Squarespace successfully. In fact, I recommend it for many Melbourne small businesses.
But the real impact comes from thoughtful design.
A professionally designed website:
• Reflects your brand personality
• Speaks clearly to your ideal client
• Highlights your services strategically
• Builds credibility from the first click
