Squarespace Website Redesign
Modernizing a professional site to improve clarity, credibility, and booking inquiries
Homepage hero featuring live performance footage and primary booking call to action.
I led a full redesign of a professional website for a vocalist and live performance artist, focused on improving clarity, discovery, and booking inquiries. The goal of the project was to make it easier for potential clients to inquire about bookings while clearly presenting different band configurations, performance examples, and repertoire details.
The redesigned site has since supported new client bookings and ongoing updates without requiring frequent maintenance.
Role: Product & UX Designer
Tools: Squarespace, Figma, Google Docs
Timeline: ~6 weeks
Context: Client-facing marketing site, booking-focused redesign
The Challenge
The primary challenge was balancing clarity and conversion without sacrificing content depth. Visitors needed to quickly understand available performance options and how to book, while still being able to explore additional material such as performance videos and a full song list.
There was also a risk of overwhelming the homepage, particularly on mobile, if too much content was presented at once. The site needed a structure that made key offerings immediately scannable while allowing secondary content to be explored without disrupting the primary booking flow.
My Role
I led the redesign end to end, working directly with the client to clarify goals, define priorities, and translate those needs into a clear site structure. My role included information architecture, visual design, and implementation within Squarespace.
Early in the process, I consulted with a design and marketing peer to pressure-test direction, then took full ownership through final design and build.
Solution:
To support the project goals, the site was rebuilt from a blank Squarespace template rather than iterating on the original layout. This made it possible to rethink structure and hierarchy without carrying forward legacy constraints.
Clarifying Performance Options
Each band arrangement was treated as a distinct offering rather than grouped together. Wedding performances, duos, trios, full band arrangements, and anthem appearances were surfaced as separate entries, allowing visitors to quickly find the configuration that matched their needs.
Mobile-First Grid System
After early consultation with a marketing peer, the layout was refined into a fully responsive, mobile-first grid system. Each grid card represents a specific band arrangement and links directly to a corresponding performance video, allowing visitors to hear examples immediately without navigating multiple pages.
Separating Depth from the Homepage
To keep the homepage focused on booking and clarity, additional performance videos were placed on a dedicated page rather than embedded directly on the homepage. This kept the primary experience concise while still providing a clear path to explore more content.
Maintaining an Up-to-Date Setlist
Instead of embedding a static setlist, the full repertoire was linked as a view-only Google Doc. This allowed the client to easily update and search the setlist over time without requiring site changes, while still giving potential clients access to relevant information.
Mobile homepage showing testimonial-led credibility and scannable performance options.
Dedicated performance page used to separate in-depth content from the primary booking flow.
Outcome & Impact
Following the redesign, the site led to 10–15 confirmed bookings, compared to no bookings from the previous site, which lacked a clear booking path. Beyond the functional improvements, the more polished presentation also increased the client’s confidence in requesting bookings and sharing the site with potential customers.
The site was also designed with long-term maintenance in mind, allowing performance videos and the setlist to be updated easily without ongoing design support.
Live site: stephenscaccia.com
Reflection
This project reinforced the importance of mobile-first thinking and clarity in small, client-facing websites. With limited attention from visitors, prioritizing hierarchy, scannability, and a clear call to action made a meaningful difference.
It also highlighted the value of pairing early external critique with clear ownership through execution, especially when designing within platform constraints.