How to Build an Effective Squarespace Portfolio Without Commercial Projects
Why This Matters
Picture this: you've just finished your Squarespace courses, crafted a beautiful looking ‘about me’ page, and are ready to take your first paying web design client. You open your inbox…and tumbleweeds. Clients want to see your talent, but you don’t have “real” projects to showcase yet. Meanwhile, every advice article suggests, "Build a strong portfolio!" That’s immensely helpful when all you have is enthusiasm and a handful of test sites.
It’s the classic chicken-or-egg situation, and if you’re reading this, you’re likely stuck in it. The reality is, if you want quality leads and a reputation as someone who delivers the goods, your Squarespace portfolio has to do some heavy lifting. Your portfolio is your substitute for word-of-mouth, client testimonials, and thirty years of experience all bundled together.
Every day you wait for “real” work to come along, you’re missing potential clients, prolonging impostor syndrome, and probably spending a little too long fussing over logo sketches rather than getting any real traction. If you want momentum in 2025, you’re going to have to create your own opportunities.
Common Pitfalls
Too many people fall into the trap of waiting for permission.
I see new designers hold out for the perfect (paid) project before daring to create anything for their portfolio. Meanwhile, weeks turn into months, and the portfolio tab on your Squarespace site shows a grand total of… nothing. You scroll through endless inspiration on Instagram, compare yourself to designers (who have been at it for years), and quietly hope someone will just take a punt and give you that magic first job.
Another common mistake is overcomplicating things. I know designers with master’s degrees who spend months tweaking their own websites, yet refuse to publish a single portfolio page without a “real client” stamp of approval. Or they fill it with half-finished side projects, vague concept art, or screenshots of sites never meant to be public. The result is that your site looks either empty or confused, and visitors can’t see the value you actually bring.
Finally, comparing your early work (or lack of) to the dozens of polished, testimonial-packed portfolios knocking around your LinkedIn feed can drain your confidence. Everyone starts somewhere. You don’t have to fake it, blag it, or wait indefinitely.
Step-by-Step Fix
Ready to get unstuck? Here’s how to build an effective Squarespace portfolio even if you’ve never signed a client contract in your life.
Step 1: Choose Your Approach — Team Generalist or Specialist?
Don’t worry, you don’t need a five-year plan. But you do need to decide whether you’ll pitch yourself as a jack-of-all-trades or a niche expert. Both routes work well, but require different portfolio tactics.
Option 1: Variety Pack
Build sample websites across various industries. For example, a yoga teacher, a gourmet food truck, and a boutique hotel. Some clients, especially locally, want to see that you can adapt to their sector.
Option 2: Niche Genius
Focus your sample projects on a single market, such as ethical fashion, wedding photographers, or indie bookstores. By specialising, you quickly become known as a designer who really understands that area.
Be honest about your motivations. If you know nothing about, say, fitness, don’t pretend to be a gym website specialist. The way you start doesn’t have to be permanent. My own agency work began hyper-local, tackling everything from plumbers to vegan delis, and only later did we venture into national and international projects.
Look at your local business directory, LinkedIn connections, or your own interests to spot gaps. If you’re stuck, consider asking yourself what sort of clients you would actually want to talk to every week.
Step 2: Ditch the Ego, Play the Long Game
Your experience on other platforms (WordPress, Wix, Canva, cave paintings…) won’t automatically transfer credibility to Squarespace clients. The psychological barrier here is tough. Even after two decades of web design, I felt like an amateur in the early days of launching my own Squarespace venture.
You have to be humble enough to accept you’re starting fresh in the eyes of potential clients. This might mean doing work for less money, or no money at all. This isn’t charity. It’s a calculated investment in future credibility. Your first projects are about building trust, not padding your wallet.
What does this look like? Offer a free or heavily discounted site to a small local business or a passionate side-hustler. Be upfront: “I’m building my Squarespace portfolio, my regular rate is £1500, but I’m offering this for £350 (or free) in exchange for a testimonial, a case study, and permission to showcase the work.” Set clear expectations about turnaround, scope, and what you want in return.
A handful of glowing testimonials and 8 to 10 completed projects can open doors to bigger clients and higher fees much faster than sitting around waiting for the perfect paid offer.
Don’t undervalue yourself. Always mention your standard rate when offering work at a discount or for free. It sets the perceived value and stops those looking for freebies from taking advantage. Plus, you’re much more likely to get a quality testimonial.
Step 3: Build a Portfolio Catalogue That Looks the Business
No one has to know you built a mock website for an imaginary local bakery, provided the site looks ready to go and tells a strong story. Your job is to show potential clients that you can solve their problems and make their business stand out.
Here are three proven ways to fill your portfolio with credible, polished work:
A) Demo Sites for Fictional Businesses
Pick three to five sectors you’d love to work in, invent a brand and build them a website from scratch. Treat this like a real job: define your target audience, brand values, and USPs. Craft home, about, services, and contact pages, not just mood boards.
Showcase these demo sites on your portfolio as “Demo Project: [Business Name] — [Industry]”. Include a short write-up: what problem you solved, why you chose that sector, and which features you included for real-world relevance.
B) Free Sites for Real Businesses
Small businesses are always looking for a modern, user-friendly website. Identify one or two local cafes, solo consultants, or community organisations and contact them directly. Offer to rebuild their outdated site or give them a professional online presence for free. In return, ask for a testimonial and the right to document and showcase your work everywhere.
C) Redesigns: Before-and-After Case Studies
If you know a business with a site that looks like it hasn’t changed since 2004, offer a free Squarespace redesign, but only if they’re happy for you to show both the “before” and “after” in your portfolio. This is a quick way to show the impact your skills can have.
Use free Squarespace trial sites for your demo and redesign work. Hold off on paying for hosting until you’re ready to “go live” on a real domain. Record screen-share walkthroughs (using Loom or ScreenPal) of each site, and upload these videos to your portfolio page. Videos help bring your work to life and make a bigger impression.
Step 4: Source Credible Testimonials (the Right Way)
Even if your early projects are unpaid, a well-written testimonial can carry as much weight as a big brand logo on your site. Don’t wait for clients to write a few lines of bland thanks. Instead, give them a template or a shortlist of questions to answer:
- What challenge did you face before working with me?
- How did the new website help your business?
- Would you recommend my services, and why?
If they’re local, a short selfie video is often possible if you ask nicely, and it adds trust and personality. Sprinkle these testimonials throughout your portfolio instead of hiding them away behind a separate tab.
Combine testimonials and mini case studies for each project. Letting site visitors see finished pages, your thought process, client outcomes, and social proof together is far more effective.
Step 5: Join (or Build) Your Community of Practice
When I cofounded my first agency, there was no YouTube, no Skool groups, and certainly no Facebook for designers. We built our confidence (and client base) by forcing ourselves to attend networking events, collaborating on tricky projects, and swapping notes with anyone remotely friendly.
Now, you don’t need to tackle things alone. Online communities like the Pixelhaze Coaching Community or the DIY Community include plenty of supportive, like-minded designers. Share your demo projects for feedback, ask for honest criticism, or even team up on mock pitches.
Support like this can prevent the isolation and second-guessing that undermines so many early careers. You’ll get ideas, encouragement, and practical reality checks when your creative ambitions risk outpacing your schedule.
Be active in design communities. Offer advice, give feedback on others’ projects, or share tips from your personal experience. You’ll build relationships and often receive just as much help as you give.
What Most People Miss
One major oversight among new web designers is assuming portfolio building is a one-time test you pass, then coast forever. Building a portfolio is an ongoing process. Each new project should improve your portfolio’s quality, relevance, and credibility.
Clients aren’t searching for the designer with the most clients or the longest CV. They want to see that you can solve problems like theirs, communicate clearly, and deliver a professional, appealing site. Even if your “restaurant website” is for an imaginary eatery, what matters is that the solution is clear, looks sharp, and demonstrates your process. This approach is much better than waiting years for a paid opportunity.
A smart strategy is to value your own practice projects as much as client work. Treat every demo site or voluntary project as a chance to learn, refine your pitch, and showcase your creative thinking.
The Bigger Picture
Solving the early portfolio challenge in Squarespace lets you move from being a hopeful to a professional. It builds your confidence, attracts clients, and shows your commitment to delivering results, whether you’re paid, underpaid, or eager to make a mark.
Over time, your collection of demos, freebies, and adapted real projects will become a catalogue of case studies, testimonials, and happy clients. You'll have clear proof that you deliver results. This allows you to charge more, attract your ideal clients, and feel confident knowing you’re always one strong new case study away from landing a dream project.
Wrap-Up
If you’re serious about growing your Squarespace web design business in 2025, don’t wait for permission. Choose a strategy, swallow your pride, and put real, visible work in your portfolio—even if it means demos, discounts, or working for free for your first few clients.
Remember: a strong portfolio helps you earn higher rates, gain more referrals, and build a much healthier business. Value your own progress, join a supportive community, and treat each project, real or imagined, as a stepping stone to your goals.
Want more helpful systems like this? Join Pixelhaze Academy for free at https://www.pixelhaze.academy/membership.