Website Builders like Squarespace changed web design forever by delivering a robust non coding platform to instantly build, maintain, and update a website. Squarespace takes care of features, functionality and ever changing graphic/web design.
Templates, (created and updated by professional designers) sit on top of a feature rich platform complete with CMS (content management system), UX/UI (user experience and design), and features such as e-commerce. While website builders do allow for HTML CSS, and script language customization, leaving graphic design and functionality to the site builder allows 'the rest of us' to focus resources and energy where it matters most: content.
Web crawlers, search algorithms, and indexing have changed over time, but what matters most to an online presence hasn't. Content is the foundation of any online presence. Google, the local, national, and international 'phone book of record', is interested in sites that are 'alive' with fresh, personable, authentic, and informative content. Letting Squarespace deliver the latest graphic design, features, functionality, and hosting allows 'home grown New York' to focus solely on content. Because quality matters to your visitors and to Google, the most time consuming part of an online presence is the strategy & implementation of content.
Borrowing the social media term, 'reach' is why we're here - to reach our audience. Web pages that employ personable and descriptive copy helps everyone understand you - and, as important, search engines. Fresh content also sends a message to visitors and search engines that you are committed to an online presence.