Squarespace Website Audit

Supporting the 2nd biggest US-based Website builder company to succeed in the german market.

Silberpuls was asked to create a deep review of the experience for german audiences. We analysed the status quo and created a backstory of why germans behave differently than their main US audience. Our review surfaced 4 different categories of general areas of improvement. From Linguistics to Accessibility — to Cultural differences to local relevance we identified that based on different cultural circumstances wording, examples, or processes are seen differently. All these can harm conversion or lead to misunderstandings that at the end make users migrate to other services.

What We Did:

Supporting a leading US website builder

Fixing linguistic and cultural blockers

Localisation playbook for Product & Design

Our Process

We reviewed the entire German user experience through four lenses: language, accessibility, cultural fit, and local relevance. This helped us identify where US-first content created confusion or friction. We then translated insights into concrete actions, delivering a localisation playbook that now guides the design of the German landing page.

US vs. German Expectations
With examples from other companies we proofed that US and german audiences differ. While in the US self marketing is a thing, germans seem to embrace down-to-earth language. Be the next Van Gogh vs. clean up your recipes.
Translation That Misses the Mark
Besides the more subtile findings in TOV and technical details we also identified more obvious translation issues like a non-existent “Jelly Cake Season” that was used in one of the examples. Germans love asperagus, strawberries — but maybe not jelly cakes.
A Playbook for Better Localisation
Besides a lot of pintpointing and concrete actionables Silberpuls also issued a playbook for Designers and Product Managers at Squarespace to perfection localisation. Based on this a new german landingpage will be issued.
Make it Local
The current visual language skews toward creative, US-centric businesses, while German users prefer imagery that reflects real local industries. To build trust, content and terms also need localisation — including DSGVO, imprint pages and EAA 2025.

US vs. German Expectations
With examples from other companies we proofed that US and german audiences differ. While in the US self marketing is a thing, germans seem to embrace down-to-earth language. Be the next Van Gogh vs. clean up your recipes.
Translation That Misses the Mark
Besides the more subtile findings in TOV and technical details we also identified more obvious translation issues like a non-existent “Jelly Cake Season” that was used in one of the examples. Germans love asperagus, strawberries — but maybe not jelly cakes.
A Playbook for Better Localisation
Besides a lot of pintpointing and concrete actionables Silberpuls also issued a playbook for Designers and Product Managers at Squarespace to perfection localisation. Based on this a new german landingpage will be issued.
Make it Local
The current visual language skews toward creative, US-centric businesses, while German users prefer imagery that reflects real local industries. To build trust, content and terms also need localisation — including DSGVO, imprint pages and EAA 2025.

US vs. German Expectations
With examples from other companies we proofed that US and german audiences differ. While in the US self marketing is a thing, germans seem to embrace down-to-earth language. Be the next Van Gogh vs. clean up your recipes.
Translation That Misses the Mark
Besides the more subtile findings in TOV and technical details we also identified more obvious translation issues like a non-existent “Jelly Cake Season” that was used in one of the examples. Germans love asperagus, strawberries — but maybe not jelly cakes.
A Playbook for Better Localisation
Besides a lot of pintpointing and concrete actionables Silberpuls also issued a playbook for Designers and Product Managers at Squarespace to perfection localisation. Based on this a new german landingpage will be issued.
Make it Local
The current visual language skews toward creative, US-centric businesses, while German users prefer imagery that reflects real local industries. To build trust, content and terms also need localisation — including DSGVO, imprint pages and EAA 2025.

What made this project special

Working with a US-born brand adjusting to the German market meant bridging two worlds. We mapped where cultural references, tone, and examples failed to resonate and transformed them into meaningful, relatable touchpoints. It was a rare chance to shape a localisation strategy that goes far beyond translation.