Boxwave

The brief

Boxwave had a Squarespace site getting 103,000 visits a year from viral social content, 1.1M followers, and 157 paying members at £20 a month. There was no commercial system in place to turn that reach into sponsorship revenue or live event income. They needed targeted site improvements to lift community conversion, and a credible commercial stack to start selling sponsorship to national and local brands. The constraint: Squarespace Personal plan limits meant no full rebuild.

What we did

• Homepage hero conversion overhaul: new CTA button with shimmer text and hover invert, mobile typography fix, and a pulsing scroll indicator
• About page, Club page, and Free Guide landing page upgrades, each with a consistent CTA system linking through to the paid Skool community
• 3-page Free Guide PDF lead magnet with transformation photos, families strip, media logos, and a direct CTA into the paid membership
• 4-document sponsorship deck stack for a national campaign: National Sponsor Deck, Local Event Deck, Sponsor Inventory Visual Pack, and an internal Commercial Onepager
• 50-brand sponsor target pool, source-cited and packaged as a sales briefing PDF with proof points and contact routes per brand
• 13-week execution plan PDF covering sponsorship, events, email funnels, Skool, and ops, one reference document for the whole team
• Brand voice rules and copy consistency across site, decks, emails, and the lead magnet

The numbers

Gallery

What we said no to

• Rebuilding the site. They were on Squarespace Personal with no code injection access. Targeted copy and HTML block improvements shipped in days, not weeks, and kept the budget tight.
• Forward-looking projections in the sponsor decks. Every claim is verifiable past performance: 1.1M followers, 400M lifetime views, real BBC, ITV, NHS, Sky News, and This Morning appearances.
• Putting prices in public-facing decks. Slot scarcity sells better than a rate card, and the conversation closes the deal.
• Going after large brands first. The target pool was built around mid-tier founder-led brands and owner-operated regional businesses, where decisions get made in one meeting.

Common questions

• How do you help a brand with a big social following actually make money from it?

  You build the commercial system that turns reach into revenue, not just a prettier site. Boxwave had 1.1M followers and 103,000 site visits a year but no way to sell sponsorship or events, so we built the site conversion layer, a four-document sponsorship deck stack for a national campaign, a 50-brand target pool, and a 13-week execution plan the whole team could work from.

• Can you improve conversions on a Squarespace site without rebuilding it?

  Yes. Boxwave was on the Squarespace Personal plan with no code injection access, so instead of a full rebuild we shipped targeted copy and HTML block improvements in days. That included a homepage hero overhaul with a new CTA, a mobile typography fix, and a consistent CTA system across the About, Club, and Free Guide pages linking through to the paid Skool community.

• How do you find brands to pitch for sponsorship?

  We built Boxwave a 50-brand sponsor target pool, source-cited and packaged as a sales briefing PDF with proof points and a contact route for each brand. The pool deliberately focused on mid-tier founder-led brands and owner-operated regional businesses, where a sponsorship decision can get made in a single meeting, rather than chasing large brands first.

• What goes in a sponsorship deck for a brand with a social audience?

  Verifiable past performance, not forward-looking projections. Boxwave's deck stack was built entirely on real numbers: 1.1M followers, 400M lifetime views, and genuine BBC, ITV, NHS, Sky News, and This Morning appearances. We also kept prices out of the public-facing decks, because slot scarcity sells better than a rate card and the conversation closes the deal.

• How quickly can you turn a following into a commercial system?

  For Boxwave the full commercial stack shipped in 4 weeks. That covered the site conversion upgrades, a 3-page Free Guide PDF lead magnet, four sponsorship documents, the 50-brand pool, and a 13-week execution plan spanning sponsorship, events, email funnels, Skool, and ops.

Stack

• Squarespace (Personal plan)
• Hand-rolled HTML and CSS blocks for Squarespace CTAs
• Puppeteer and headless Chrome for HTML-to-PDF rendering
• Ghostscript for PDF compression
• ImageMagick for PDF-to-JPEG (WhatsApp-safe versions)
• Inter for document typography