SEO for sites on Squarespace, Wix, Webflow, and HubSpot
A hosted builder takes the server away from you, and most of the SEO problems on those sites come from that trade. You can't edit the robots file freely, the theme decides your heading structure, and the redirects live in a settings panel nobody remembers. I've audited and fixed Squarespace sites, sorted out a Wix site's setup, moved a site from Squarespace to Webflow and kept SEO intact through another Webflow migration, cleaned up after a Squarespace to Shopify move, and done technical SEO for a HubSpot partner agency. The work is knowing exactly what each platform lets you change, and changing all of it.
What I work on inside the builder
- Page settings. Every page's SEO title, description, and URL slug, written for the search it should win and checked against the rest of the site for duplicates.
- Headings and templates. Builders style headings by look, so a page can end up with five H1s or none. I fix the structure in the editor and in the theme settings that cause it sitewide.
- Redirects. Squarespace's URL mappings, Wix's redirect manager, Webflow's 301 list, and HubSpot's URL redirects tool each work differently. I build the map, load it, and test every old address, using the method in my rules for 301 redirects.
- Structured data. What the platform already emits, what it gets wrong, and the JSON-LD to add through the custom code or structured data fields each builder offers. The small business schema guide shows the markup most of these sites need.
- Sitemaps and indexing. Builders generate the sitemap for you, including pages you hid or forgot, such as tag archives, test pages, and old landing pages. I clean the list at the source and confirm the result in Search Console.
- Speed. Oversized images, heavy fonts, embedded widgets, and third-party scripts are the usual weight on a builder site, and most of it can come off without leaving the platform. See Core Web Vitals in plain English.
- Search Console and analytics. Verification, sitemap submission, GA4, and Bing Webmaster Tools set up properly for the platform.
Moving between platforms
Builder sites change homes more often than most: Squarespace to Webflow for design control, Squarespace or Wix to Shopify when the shop outgrows the site, WordPress to Webflow to escape plugins, or any of them to a static site the owner keeps outright. Each move breaks URLs in its own way. older Squarespace blog posts carry date paths, Shopify forces its own folders for products and collections, and Webflow's CMS collections set their own prefixes. I inventory every old address, including the ones only the Wayback Machine remembers, map each one to its new home, and check the move after launch until Search Console settles. My Squarespace to Shopify cleanup shows what happens when that inventory is skipped. The full process is on the site migrations page.
When the builder is the problem
Sometimes the honest finding is that the platform can't do what the business needs: a site that must serve several languages properly, a catalog too large for the builder's limits, or markup the platform won't let you add. When that's the case I say so in writing, with the specific limit and the options, which include staying and living with it. If leaving is right, the static website route gives you a site you own, with every old URL kept.
What I need from you
A contributor or administrator login on the builder with permission to edit pages and settings, access to Search Console, and the list of anything about to change, such as a template switch or a plan downgrade. On HubSpot, the portal access that covers website pages, blog, and URL redirects.
How it's delivered
A fixed fee for an agreed scope, quoted after I've looked at the site. Book 30 minutes on my calendar with your site address, or hire me through my Upwork profile.
Updated