Wix vs Squarespace vs Custom Website: Which Is Right for Your Business?
You've decided your business needs a website. Now comes the harder question: how do you build it?
The three most common paths are DIY website builders (Wix and Squarespace being the most popular), or hiring a professional for a custom build. Each has its place, and the right choice depends entirely on your business goals, budget, and how much time you can invest.
Let's break down each option so you can make an informed decision.
Quick Comparison Table
| Factor | Wix | Squarespace | Custom Build | |--------|-----|-------------|--------------| | Starting Cost | $17/month | $16/month | $3,000+ one-time | | Ongoing Cost | $17-45/month | $16-52/month | $50-200/month hosting | | Time to Launch | Days | Days | 4-12 weeks | | Technical Skill Needed | Low | Low-Medium | None (agency handles it) | | Design Flexibility | Medium | Medium | Unlimited | | Ownership | Platform-dependent | Platform-dependent | Full ownership | | Best For | Simple sites, beginners | Design-focused, portfolios | Serious businesses |
Wix: The Beginner-Friendly Option
What It Is
Wix is a drag-and-drop website builder that lets anyone create a website without coding. You pick a template, customize it by moving elements around, and publish.
Pros of Wix
Easy to use. If you can use Microsoft Word, you can use Wix. The editor is intuitive, and you can see changes in real-time.
Affordable to start. Plans start at $17/month, making it accessible for businesses just getting started.
App marketplace. Need booking functionality? Email marketing? There's probably an app for it. Wix's app market extends functionality without custom development.
All-in-one platform. Hosting, security certificates, and basic SEO tools are included. No need to manage separate services.
Cons of Wix
Design limitations. While you can move things around, you're still working within template constraints. True custom design isn't possible.
Performance concerns. Wix sites can load slower than custom-built websites, which affects both user experience and SEO. Learn more about why website speed matters.
Vendor lock-in. You can't export your Wix site and move it elsewhere. If you outgrow Wix, you're starting over.
Less professional appearance. Experienced visitors can often tell a Wix site at a glance. For some businesses, this matters.
Who Should Use Wix
- Solopreneurs who need a simple web presence
- Hobby businesses or side projects
- Business owners who enjoy DIY projects and have time to invest
- Businesses on extremely tight budgets
Squarespace: The Design-Forward Choice
What It Is
Squarespace is another website builder, but it positions itself as the more design-conscious option. Templates are sleek and modern, and the platform is popular with creatives.
Pros of Squarespace
Beautiful templates. Squarespace's templates are consistently high-quality and modern. They're harder to mess up than Wix templates.
Better for portfolios. If you're a photographer, designer, or any visual professional, Squarespace showcases work beautifully.
Integrated e-commerce. While both platforms offer e-commerce, Squarespace's implementation feels more polished for small product catalogs.
Consistent design quality. The platform constrains you in ways that prevent ugly websites. That's actually a feature for most users.
Cons of Squarespace
Less flexible than Wix. You have less freedom to move elements wherever you want. The structure is more rigid.
Steeper learning curve. While still manageable, Squarespace takes more time to learn than Wix.
Limited third-party integrations. Squarespace's app ecosystem is smaller than Wix's.
Same vendor lock-in problem. Like Wix, you can't take your site with you if you leave.
Who Should Use Squarespace
- Creative professionals (photographers, designers, artists)
- Businesses where visual presentation is critical
- Users who want beautiful design without much effort
- Small e-commerce businesses with simple product lines
Custom Website: The Professional Solution
What It Is
A custom website is built from scratch (or using a flexible framework) by a professional developer or agency. It's tailored to your specific needs rather than adapted from a template.
Pros of Custom Websites
Complete design freedom. Every pixel can be customized. Your site can look and function exactly how you envision.
Better performance. Custom sites are optimized for speed and can significantly outperform template-based builders. This matters for SEO and user experience.
Scalability. Need features that don't exist in an app marketplace? Custom development makes anything possible.
You own everything. Your code, your hosting, your data. You're not locked into any platform.
Professional appearance. A well-built custom site communicates that you're a serious business. This matters for services where trust is crucial.
Better SEO potential. Custom sites can be optimized in ways that builders can't match. For businesses that rely on search traffic, this is significant.
Cons of Custom Websites
Higher upfront cost. A quality custom website typically starts around $3,000-5,000 and can go much higher for complex projects. Read our complete guide to website costs for detailed breakdowns.
Longer timeline. Expect 4-12 weeks from kickoff to launch, depending on complexity.
You need a professional. This isn't a DIY option. You'll need to find and vet a developer or agency.
Ongoing maintenance required. Unlike hosted builders, you're responsible for updates, security patches, and hosting.
Who Should Use Custom
- Businesses where the website is a key growth driver
- Companies in competitive industries where standing out matters
- Businesses that need specific functionality (custom calculators, integrations, member areas)
- Any business that's outgrown DIY builders
- Businesses targeting local markets where search visibility is crucial - our web design services help businesses rank in cities from Chicago to Los Angeles
Key Questions to Ask Yourself
1. How Important Is Your Website to Your Business?
If your website is just a digital business card - somewhere people can find your phone number and hours - a simple builder might suffice.
But if your website needs to generate leads, establish credibility, or compete for search rankings, the investment in custom makes more sense.
2. What's Your Actual Budget?
Be honest about total cost of ownership:
DIY Builders (Wix/Squarespace):
- $200-600/year in platform fees
- 20-40+ hours of your time building
- Your time maintaining and updating
- Potential lost business from a less effective site
Custom Website:
- $3,000-15,000+ upfront
- $50-200/month ongoing maintenance
- Professional handling everything
- Potential increased revenue from better conversions
For many businesses, the "expensive" custom option is actually cheaper when you factor in opportunity cost and results. Learn more about planning your business website budget.
3. How Much Time Do You Have?
Building a Wix or Squarespace site takes time - more than the platforms advertise. Expect to spend at least 20-40 hours on a basic site if you want it to look professional.
Do you have that time? Is that the best use of your time?
A custom build requires less of your time (just providing direction and feedback) but takes longer to complete from start to finish.
4. Do You Need Specific Features?
Some requirements immediately point to custom:
- Custom booking systems with specific rules
- Integration with industry-specific software
- Member portals or client areas
- Complex e-commerce with custom product configurations
- Multi-location businesses with unique location pages
If your needs are simple (a few pages, contact form, maybe a gallery), builders can handle it fine.
5. How Important Is SEO?
If you're trying to rank in search results, especially for competitive terms, custom sites have significant advantages:
- Faster load times (a ranking factor)
- More control over technical SEO
- No platform-specific limitations
- Better mobile optimization options
For local businesses competing for "near me" searches, these advantages compound. This is why businesses serious about local search often invest in professional web design rather than DIY solutions.
The Hybrid Approach
Some businesses start with a builder and upgrade to custom later. This can work, but understand what you're signing up for:
Pros:
- Lower initial investment
- Get online quickly
- Learn what you actually need
Cons:
- Eventually rebuilding from scratch anyway
- No content migration (you're recreating everything)
- May develop habits around builder limitations
If you're confident you'll need custom eventually, starting there often makes more financial sense.
Common Mistakes to Avoid
Choosing Based Only on Price
The cheapest option rarely provides the best value. Factor in your time, opportunity cost, and the impact of a more effective website on your business.
Overestimating Your DIY Skills
Building a website that looks professional and converts visitors takes more than dragging and dropping. If you're not design-savvy, the result often shows.
Underestimating Custom Complexity
Not all custom websites are equal. Make sure you understand what you're getting - a WordPress theme with light customization is different from a truly custom build.
Ignoring Mobile
Over 60% of web traffic is mobile. Whichever option you choose, make sure the result works flawlessly on phones. This is one area where custom builds often excel - read more about why mobile-first design matters.
Forgetting About Content
A beautiful website with poor content won't convert visitors. Budget time and money for professional copywriting and photography regardless of which path you choose.
Our Recommendation
Choose Wix if: You need something simple, fast, and cheap. Your website is primarily for basic information, and you have time to learn the platform.
Choose Squarespace if: Visual presentation is important, you're in a creative field, and you want consistently good design without much effort.
Choose Custom if: Your website is a serious business tool, you need specific features, you want to compete on search rankings, or you've outgrown DIY builders.
For most established small businesses - especially those in service industries where credibility matters - custom typically provides the best return on investment.
Next Steps
If you're leaning toward a DIY builder:
- Start a free trial on both Wix and Squarespace
- Try building your homepage on each
- See which feels more intuitive
If you're considering custom:
- Define your must-have features and nice-to-haves
- Gather examples of websites you admire
- Schedule a consultation to discuss your project
The right choice depends on your specific situation. What matters most is making an informed decision rather than defaulting to the easiest or cheapest option.
For a comprehensive look at what makes an effective small business website, read our complete web design guide.