Choosing the Right Website Platform: A Small Business Owner's Guide

Understanding Your Options: A Snapshot of Popular Platforms

When we talk about website "platforms," we generally mean the software or service that will power your site. Here are three of the most popular categories, with their leading examples:

Content Management Systems (CMS) like WordPress

WordPress is an open-source CMS and currently powers over 40% of all websites globally – a staggering market share that speaks to its popularity. A CMS like WordPress is essentially software you can install on a web host to build and manage your site's content. It's highly flexible and extendable via themes and plugins. However, it requires you to handle hosting and maintenance (or hire someone who can). Other CMSs include Joomla or Drupal, but WordPress is by far the SMB favorite due to its large community and ecosystem.

Website Builders like Wix or Squarespace

These are all-in-one hosted solutions that let you create websites through a visual editor with no coding required. They're subscription-based and handle the technical heavy lifting (hosting, security updates) for you. Wix, for example, has roughly 8 million live sites and about 45% of the website builder market in 2024, making it a top choice for businesses that value ease of use. Such builders are ideal for brochure-style sites, portfolios, or simple online presences. They come with templates and drag-and-drop editing, which is very appealing if you're not tech-savvy. The trade-off is they can be less flexible if you need custom features beyond what's offered.

E-commerce Platforms like Shopify

If you're primarily setting up an online store, e-commerce-centric platforms might be your best bet. Shopify, for instance, is used by over 4 million businesses worldwide and is a dedicated e-commerce solution. It provides a robust infrastructure for product management, payments, and shipping. Shopify (and similar tools like BigCommerce) take care of a lot of the heavy lifting (security, transaction handling, etc.) and are designed to scale as your online store grows. The downside is they are laser-focused on selling products; if you need non-ecommerce flexibility or want to avoid ongoing fees, you might consider other options.

There are also low-code options and hybrids (like WooCommerce, which is an e-commerce plugin for WordPress, or Webflow, which is a designer-focused builder giving more code-like control). According to Gartner, by 2024 about 65% of web apps will be built with low-code platforms, reflecting how common these tools have become. The key is there's no one-size-fits-all – each platform has strengths that align with certain needs.

WordPress: Flexibility and Ownership with a Learning Curve

WordPress deserves special mention as a go-to for many small businesses, especially those needing flexibility. As noted, it's incredibly popular and widely supported. The pros are significant: you have thousands of themes and over 50,000 plugins at your disposal, which means you can add nearly any feature or achieve any design imaginable. Want an events calendar, booking system, or specialized SEO tool? There's likely a plugin for it. WordPress is also fantastic for content-heavy sites (like blogs) and excels at SEO – experts often cite it as one of the most SEO-friendly platforms out-of-the-box. You also own your site files and data, since it's self-hosted; you're not locked into a single provider and can move hosts if needed.

However, all this power comes with responsibility. WordPress has a steeper learning curve, especially if you've never managed a website before. There's a dashboard to learn, and tasks like installing plugins or updating themes can be confusing for a beginner. You'll also need to think about maintenance – unlike a hosted builder, a WordPress site requires you (or a developer you hire) to handle software updates, backups, and security measures. Neglecting these can lead to issues; for example, if you don't update plugins, you could expose your site to vulnerabilities, and indeed outdated plugins account for over 50% of known security vulnerabilities in WordPress sites.

Additionally, while the core WordPress software is free, there are costs for premium themes, certain plugins, and quality hosting. All told, a typical small business WordPress site might cost anywhere from ~$10–$50 per month in hosting, plus any one-time theme purchases or ongoing plugin subscriptions. Despite these challenges, if you need a truly custom website or plan to scale up with unique functionality, WordPress is often worth the investment. Many web professionals (including our team) offer support plans specifically to help SMB owners manage their WordPress sites – which can take that burden off your shoulders.

Wix & Squarespace: Easy All-in-One Solutions

If you're looking for the most user-friendly path to get a website online, services like Wix, Squarespace, or Weebly are very attractive. These platforms shine in their simplicity: you can choose a pre-designed template and start editing text and images right away, with no coding required. For example, Wix offers hundreds of modern, mobile-friendly templates and a drag-and-drop editor that anyone can use. The advantages here are clear – you can launch a decent-looking site in a matter of days (or even hours) and you won't need a developer for routine changes. Updates, security, and hosting are handled by the provider, so you avoid technical maintenance tasks. The cost is predictable, usually a fixed monthly or annual fee ($15-$40/month for many small business plans, depending on features).

For a simple brochure-style website – say, a basic site advertising your services and contact info – these builders may suffice and be very cost-effective. They often have built-in tools for SEO basics, forms, and even e-commerce lite. However, it's important to note their limitations. Design flexibility is good but not infinite; you may find yourself constrained if you have a very specific vision outside the templates. Also, switching templates on Wix later can be difficult (often you have to rebuild content when switching design), so it pays to choose a template you really like from the start.

Another consideration: if your business grows and you need a feature the platform doesn't support, you might face the need to migrate to something like WordPress, which can be a complex project. To put it simply, Wix/Squarespace are fantastic for getting online quickly with a beautiful site, but less so for heavy customization or very large sites. Many small business owners start here and then, once they outgrow the platform's capabilities, consider a move to WordPress or another solution down the line.

Shopify (and E-commerce Platforms): Selling Online Made Simple

For businesses whose primary goal is to sell products online (be it physical goods, digital downloads, or even services via an online store), Shopify is a strong contender. It's an all-in-one e-commerce-centric platform, meaning from day one it's built to handle product listings, a shopping cart, checkout, and payment processing with ease. One of the biggest draws is reliability and security – Shopify takes care of web hosting and ensures your site stays up even during traffic spikes (like holiday sales). It also handles security compliance (like PCI for credit card processing), which can be a complex task if you were self-hosting a store.

The pros of Shopify include an easy-to-use interface for adding products and managing orders, and a vast app marketplace to extend store functionality (for things like inventory management, marketing integrations, etc.). It's scalable too; whether you have 10 products or 10,000, Shopify can handle it, and many large stores use it so growth is not an issue.

The cons primarily revolve around cost and some flexibility trade-offs. Shopify is a paid service (plans typically start around $39/month and up, plus transaction fees unless you use their in-house payment system). For a small operation, these fees are worth it for the convenience, but as you grow, the monthly costs will increase based on plan and possibly add-ons. Another consideration is that while you can design your Shopify store and there are themes available, it's not as malleable as a WordPress site in terms of totally custom design or non-shopping features.

If you wanted a robust blog or a unique content section, Shopify has blogging ability but it's more rudimentary than WordPress. Additionally, advanced design changes in Shopify might require knowledge of Liquid (Shopify's coding language) or hiring a developer, whereas basic sites might never need that. To summarize, choose Shopify (or similar platforms like BigCommerce) if online sales are central to your business and you want a hassle-free, secure store. Many brick-and-mortar SMBs that expand to online sales find Shopify a lifesaver because it handles the tech stuff, letting them focus on product and fulfillment. If e-commerce is more of a minor component, sometimes a plugin like WooCommerce on WordPress could suffice, but that comes with more maintenance responsibility.

Key Factors to Consider (A Checklist)

Before you make your decision, it's wise to reflect on a few key questions and considerations. Here's a checklist of factors to help determine the best platform for your needs:

Your Primary Website Goal

What is the main purpose of your site? If you're primarily aiming to sell products online, an e-commerce-first solution like Shopify might be the best fit. If you need a content-rich site or a custom business website with specific features, WordPress could be ideal. For a simple informational or portfolio site, a website builder like Wix might be perfectly sufficient. Clarifying your core goal will narrow the field.

Required Features and Custom Functionality

Make a list of must-have features (online booking, membership login, portfolio gallery, etc.). If you have unique requirements – say a custom client portal or integration with a specific software – check which platform can accommodate it. WordPress offers unrivaled flexibility for custom functionality via plugins or custom coding. Wix and others have app marketplaces too, but they may not cover every niche need. If you anticipate needing something very custom, leaning towards a more flexible platform is wise.

Budget and Ongoing Costs

Beyond the initial setup, consider the long-term costs. Wix/Squarespace have clear subscription fees (and you'll likely need to stay subscribed for the life of the site). WordPress is often cheaper on monthly costs (basic hosting can be under $10/month), but you might incur costs for premium plugins, and possibly developer fees if you need help. Also factor in your time – if managing a site isn't in your wheelhouse, that time cost counts too. If you're on a very tight budget and want to DIY, a builder might save you the expense of hiring help. However, as one example, a comparative breakdown might show WordPress hosting $10+, plus say $100/year in premium plugins or themes, whereas Wix could be $20/month (around $240/year) all-inclusive. Over years these somewhat even out, so focus on value and capabilities, not just sticker price.

Your Technical Comfort Level

Be honest about how comfortable you are (or your team is) with technology. If terms like "domain and hosting" or "plugin updates" make you uneasy, you might prefer a platform that abstracts those away. Wix is designed for beginners, WordPress has a learning curve but plenty of tutorials and community support if you're willing. Keep in mind you can also hire professionals for initial setup or ongoing maintenance if you choose a more complex platform but don't want to deal with the tech bits. For instance, many small business owners use WordPress but rely on a local web developer (perhaps the one who built the site) for support – a worthwhile expense if it delivers the flexibility you need.

Importance of SEO and Marketing

Most platforms claim to be "SEO-friendly," but in practice, having fine control over SEO elements can be easier on some platforms (like WordPress with Yoast SEO plugin). If ranking high on Google is crucial for you, WordPress is often touted for strong SEO capabilities, though others are catching up. Also consider if you plan to do content marketing (regular blog posts for instance); WordPress began as a blogging platform, so it's very adept at that. Wix and Squarespace also allow blogging, but some power users find them less flexible for content-heavy strategies. That said, if you're not doing much beyond a few static pages, any platform can be optimized for SEO basics (proper titles, mobile-friendly, etc.).

One more intangible factor: growth and ownership. Think about where you want your business in 3-5 years. If you might need to scale up or pivot, ensure the platform can grow with you. For example, a custom-coded site could theoretically be built to do anything, but that's overkill (and over-budget) for most SMBs. A middle ground is starting on a platform that doesn't paint you into a corner. One nice thing about WordPress is you can start small and build on it infinitely. With hosted builders, you're in an ecosystem that might have limits, but migration is possible later (with effort).

Looking Out for You: Our Advice as a Local Web Partner

As a local web development service provider, we've guided many small business owners through this decision. Our approach is always consultative and tailored – there's no single "best" platform for everyone. It really does depend on your unique situation. Here are a few general pieces of advice we often share:

Don't overbuy (or overbuild) for your needs

It's easy to be sold on a really complex site when maybe you don't need it. For instance, if you just need a simple online presence, you likely don't need a custom-coded site from scratch – a quality template on WordPress or a Wix site could do the job at a fraction of the cost. On the other hand, if your website is your business (say, an online store or a web app), it pays to invest in a robust platform from the start. We often help clients right-size their solution, ensuring they aren't paying for more complexity than they require.

Consider the long-term ease of management

Ask yourself who will update the site's content. If you want to be completely hands-off, maybe you have a tech-savvy staff member or plan to retain a web agency, then a more sophisticated platform is fine. But if you plan to be updating text and photos regularly and you're not very technical, lean toward an intuitive site builder or a well-configured WordPress with a page builder plugin. The goal is that you feel empowered to use your website, not afraid of breaking it.

Plan for maintenance and support

Websites are like cars – they need maintenance. If you go the WordPress route, factor in how you'll handle routine updates and security (many SMBs opt for a maintenance plan with a developer – for example, typical plans might be $50-$100/month which include updates, backups, minor content changes, etc.). With Wix/Squarespace, the maintenance is largely handled by the platform, which is a plus for peace of mind. However, you should still plan to update your content and refresh design periodically; any site can stagnate if left untouched for years. We sometimes see websites that haven't been updated since launch 5+ years ago, and that can hurt user trust (nothing scares off a prospect like an events page with "Upcoming events: 2019"). Choose a platform that you feel you can keep updated, either on your own or with affordable help.

Don't hesitate to seek expert guidance

If you're truly unsure, getting a professional opinion can save you a lot of trial and error. Many web agencies (like us) offer free or low-cost consultations. In those, we typically ask questions about your business and needs, and can quickly suggest a direction. The cost of a one-hour consultation can easily pay for itself if it prevents you from, say, spending weeks building a site on the wrong platform and then having to start over. Think of it as an investment in doing it right the first time.

Conclusion: The Right Fit for Your Business

Choosing a website platform is a bit like choosing a foundation for a house – it affects everything that comes after. The good news is that today's top platforms are all quite powerful; it's hard to go completely wrong. The trick is finding the one that aligns best with your business's specific needs and resources. If you need maximum flexibility and don't mind (or can outsource) technical upkeep, WordPress is a strong choice. If you want the easiest possible DIY path with integrated tools, a website builder like Wix or Squarespace is very appealing. And if e-commerce is your focus, Shopify or similar platforms built for selling will smooth out a lot of bumps.

Ultimately, the "right" platform is the one that helps you achieve your goals without causing undue stress. A well-chosen platform will make your life easier, whether that means you can log in and post a new blog effortlessly, or you never have to think about software updates, or you have the freedom to implement a custom feature that gives you an edge. As a small business owner, your time and peace of mind are valuable – the web platform you choose should respect that.

Our final piece of advice: prioritize what matters most to you (be it control, ease, or specific capabilities) and let that priority guide your decision. With that approach, you'll likely find a platform that serves you well. And remember, if you need a bit of guidance along the way, we're here and happy to help – our goal is to look out for SMB owners like you and ensure your venture thrives online from the ground up.