Boost SEO with Squarespace WebP Image Optimisation

Learning Objectives

By the end of this chapter, you'll be able to:

1. Understand how WebP works within Squarespace's image system
2. Manually optimise images before uploading to maximise performance
3. Measure the impact of image optimisation on your site speed and SEO
4. Apply proven techniques to improve your Core Web Vitals scores

Introduction

Squarespace automatically converts your images to WebP format, which sounds great for performance. But here's what most people don't realise: uploading massive, unoptimised images still creates heavy WebP files that slow down your site.

This chapter shows you how to work with Squarespace's WebP system properly. You'll learn why manual optimisation before uploading makes all the difference, and how to measure the real impact on your site's performance and search rankings.

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Lessons

Understanding How Squarespace Handles WebP

Squarespace automatically converts uploaded images to WebP format to reduce file sizes and improve loading times. Here's how it actually works:

What happens automatically:

• All uploaded images get converted to WebP format
• The system creates multiple sizes for different devices
• Original format files are kept as backups

What doesn't happen automatically:

• Resizing oversized images before conversion
• Removing unnecessary image data
• Optimising compression settings for your specific content

This means uploading a 5MB photo straight from your camera will create a heavy WebP file that still slows down your site. The format change alone isn't enough.

The key insight: WebP conversion works best when you start with properly sized, lightly compressed source images.

Manual Image Optimisation Before Upload

Here's your step-by-step process for preparing images before they hit Squarespace:

Step 1: Choose your tools
Use any image editor like Photoshop, GIMP, or online tools like TinyPNG or Squoosh.

Step 2: Resize to appropriate dimensions

• Hero images: 2000px wide maximum
• Content images: 1200px wide maximum
• Small images: 800px wide maximum
• Gallery thumbnails: 600px wide maximum

Step 3: Apply light compression
Reduce file size by 20-40% without obvious quality loss. Most tools have a preview so you can see the trade-off.

Step 4: Save in original format
Keep as JPEG or PNG. Let Squarespace handle the WebP conversion from your optimised source file.

Pro tip: Aim for source files under 500KB for most images. Squarespace's WebP conversion will make them even smaller.

Measuring Performance Impact

Track how your optimisation efforts affect real performance metrics:

Using Google PageSpeed Insights:

1. Test your page before optimising images
2. Note the Core Web Vitals scores, especially Largest Contentful Paint (LCP)
3. Replace images with optimised versions
4. Re-test after 24 hours (allow time for caching)
5. Compare the before and after scores

What to look for:

• LCP improvements (faster loading of main content)
• Reduced "Opportunities" related to image optimisation
• Better overall Performance score

Using Squarespace Analytics:
Monitor your page load speeds in the Analytics panel. Faster pages typically see better engagement metrics like longer session duration and lower bounce rates.

SEO impact tracking:
Watch your search console data over 2-4 weeks after optimisation. Faster pages often see gradual improvements in average position and click-through rates.

Practice

Time to put this into action with a real image:

1. Find an image on your current site that's likely oversized (check file size in your browser's developer tools)
2. Download the original from your Squarespace content manager
3. Follow the manual optimisation steps above
4. Replace the image in Squarespace
5. Test the page in PageSpeed Insights before and after (wait 24 hours between tests)
6. Document the performance difference

This hands-on practice shows you the real impact of proper image optimisation on your specific content.

FAQs

Does Squarespace's WebP conversion mean I don't need to optimise images myself?
No. WebP conversion helps, but it works best with properly sized source images. Uploading huge files still creates performance problems even after WebP conversion.

Will manually optimising images affect their quality on my site?
When done properly, no. Light optimisation reduces file size without noticeable quality loss. Always preview your changes before saving.

How do I know if my current images are causing performance issues?
Run your pages through Google PageSpeed Insights. Look for suggestions about "properly sizing images" or "using next-gen formats." High LCP scores often indicate image problems.

Should I optimise images differently for mobile users?
Squarespace automatically serves appropriately sized images to mobile devices, but starting with optimised source files makes this system work more effectively.

Jargon Buster

WebP: A modern image format that provides better compression than JPEG or PNG while maintaining quality

Core Web Vitals: Google's key metrics for measuring user experience, including page loading speed, interactivity, and visual stability

Largest Contentful Paint (LCP): Measures how long it takes for the largest visible element (often an image) to load on a page

Image compression: Reducing file size by removing unnecessary data while keeping acceptable visual quality

Wrap-up

WebP is a powerful tool, but it's not a magic fix for poor image optimisation. The best results come from manually preparing your images before upload, then letting Squarespace's WebP conversion work with clean, appropriately sized source files.

Start with your most important pages – homepage, key landing pages, and popular content. The performance improvements you'll see make the effort worthwhile, and the process gets faster with practice.

Get a 20% discount on your first Squarespace subscription (annual or monthly).

Your next step is to audit your current images and begin systematic optimisation of your most traffic-heavy pages.

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