“What was the moment this product clicked?” —
A photographer, therapist, consultant, restaurant owner, or small retailer who built their own website on Squarespace because it was the best option they could manage independently. They are not a developer. They do not want to be. They want a website that looks professional, is easy to update, and doesn't require a support ticket to change the menu. They've succeeded at this mostly. There are two things on their site that have been wrong for three months because fixing them would require understanding something they don't want to learn.
What are they trying to do? —
What do they produce? —
They're a photographer. They have a new body of work they want to add. They're in the Squarespace editor. Adding images to the gallery — that's easy. They want to restructure the gallery into two sections: personal work and commercial. They've been in the editor for 40 minutes. They've tried three approaches. The layout looks right on desktop and wrong on mobile. They've previewed it on their phone six times. They're about to Google "Squarespace gallery two sections mobile." They will find an answer. It will require CSS. They will do it with mild dread.
Built their website themselves; hasn't changed the template since. Updates content 3–10 times per year. Uses Squarespace's basic plan or Business. May have Squarespace Commerce for product sales. Manages their own domain through Squarespace or transferred from a registrar. Has connected Google Analytics — or meant to. Checks mobile preview regularly. Has paid for a Squarespace expert to do one thing once. Considered moving to Wix or Webflow twice and didn't.
Pairs with `mailchimp-primary-user` for the small business website-plus-email-marketing ownership stack. Contrast with `webflow-primary-user` to map the non-technical owner vs. design-trained builder tool philosophy. Use with `wix-primary-user` for the non-technical website builder comparison set.