"Which platform should I use for my website?"
It's one of the most common questions business owners ask - and one with no universal answer. The right choice depends entirely on your specific situation.
This guide will help you think through the decision properly.
Start With Your Needs, Not Platforms
Before comparing platforms, answer these questions:
1. What is your website's primary purpose?
Brochure site: Present your business, services, and contact information. Relatively static content. Main goal is credibility and contact.
Content platform: Regular blog posts, resources, or updates. Content drives traffic and engagement.
Lead generation: Capture enquiries through forms, calls to action. Success measured in leads generated.
E-commerce: Sell products online. Needs payment processing, inventory, shipping integration.
Web application: Interactive functionality - bookings, portals, member areas. Goes beyond a "website."
Your primary purpose narrows the options significantly.
2. Who will maintain and update it?
You (non-technical): Need something user-friendly with minimal maintenance.
You (technically comfortable): Can handle more complex setups if needed.
In-house staff: Consider their skill level and time availability.
Agency or freelancer: They'll maintain it - still affects cost and dependence.
No one (set and forget): Be honest if this is likely. Some platforms suit this better than others.
3. What's your budget - really?
Consider total cost:
- Initial development
- Monthly/yearly hosting or platform fees
- Ongoing maintenance and updates
- Future changes and additions
- Troubleshooting when things break
A £500 WordPress site with £100/month in ongoing issues costs more than a £2,000 site that just works.
4. What's your timeline?
Urgent (need it now): Website builders or template-based solutions.
Flexible (quality over speed): Custom development becomes feasible.
Already have something: Redesign vs rebuild - different considerations.
Platform Recommendations by Situation
"I just need a simple business presence"
Best options: Squarespace, Wix, Carrd (for very simple)
Why: These platforms handle hosting, security, and maintenance. Templates look professional. You can DIY or get help affordably. Updates are straightforward.
Avoid: Over-engineering with WordPress or custom development. You're adding complexity you don't need.
"I need to blog or publish content regularly"
Best options: WordPress, Ghost, or modern frameworks with a headless CMS
Why: WordPress's content management is mature and flexible. Ghost is designed specifically for publishing. Modern frameworks offer great performance for content sites.
Consider: How often you'll actually publish. If it's occasionally, simpler platforms work. If content is central to your strategy, WordPress or Ghost excel.
"I want to sell products online"
Few products (under 20): Squarespace Commerce, Wix eCommerce, or even Stripe payment links.
Growing e-commerce (20-500 products): Shopify is purpose-built for this. WooCommerce (WordPress) is flexible but requires more maintenance.
Large-scale e-commerce: Shopify Plus, custom solutions, or enterprise platforms.
Why: E-commerce is complex. Payments, inventory, shipping, taxes - dedicated platforms handle these well. General website builders treat e-commerce as an add-on.
"I need custom functionality"
Best options: WordPress with custom development, modern frameworks (Next.js, etc.), or full custom build.
Why: Website builders have limits. When you need specific functionality, you need developer involvement. WordPress offers flexibility within its ecosystem. Modern frameworks offer unlimited flexibility.
Honest truth: Custom functionality costs money. If budget is tight, reconsider whether you truly need it or can work around it.
"I want the fastest, most professional result"
Best options: Modern frameworks (Next.js, Gatsby) or expertly built WordPress.
Why: These deliver best-in-class performance and modern user experience. Require skilled development but produce superior results.
Trade-off: Higher development investment, potentially more complex content management.
The Hidden Costs of Each Approach
Website Builders (Wix, Squarespace)
Visible costs: Monthly subscription (£10-40/month)
Hidden costs:
- Premium features often require higher tiers
- Domain and email usually extra
- Limited customisation may require workarounds
- Migrating away if you outgrow it
WordPress
Visible costs: Hosting (£5-50/month), theme and plugins
Hidden costs:
- Time maintaining updates
- Security attention required
- Plugin conflicts and troubleshooting
- Developer help for significant changes
- Premium plugin subscriptions add up
Shopify
Visible costs: Monthly subscription (£25-300+/month), transaction fees
Hidden costs:
- Apps for features often cost £10-100/month each
- Theme customisation may require developer
- Transaction fees unless using Shopify Payments
- Limited SEO customisation
Custom/Modern Frameworks
Visible costs: Development (£3,000-20,000+)
Hidden costs:
- Changes require developer involvement
- You're dependent on developer availability
- Learning curve for content management
- May need occasional maintenance
Decision Framework
Answer these questions to narrow your options:
Question 1: Do you need e-commerce?
- Yes → Consider Shopify or WooCommerce
- No → Continue below
Question 2: How technical are you (or your maintainer)?
- Not technical → Squarespace, Wix
- Somewhat technical → WordPress with good hosting
- Technical → WordPress or modern frameworks
Question 3: How complex is your site?
- Simple (under 10 pages, standard content) → Website builders
- Medium (10-50 pages, some custom needs) → WordPress or builders with customisation
- Complex (custom functionality, integrations) → WordPress with development or custom build
Question 4: What's your budget range?
- Under £1,000 → Website builders (DIY) or basic WordPress
- £1,000-5,000 → Professional WordPress or enhanced builders
- £5,000+ → Custom development becomes feasible
Question 5: How important is performance?
- Nice to have → Any well-built option works
- Important → WordPress with quality development or modern frameworks
- Critical → Modern frameworks (Next.js, etc.)
Common Mistakes
Choosing WordPress because "everyone uses it"
WordPress is popular for good reasons, but it's not universally best. If you're not going to maintain it properly, a managed platform is safer.
Choosing the cheapest option
The cheapest development often creates expensive problems. Quality matters more than initial price.
Over-building for hypothetical future needs
"We might need X eventually" leads to complexity you pay for but don't use. Build for current needs, ensure future flexibility.
Ignoring ongoing costs
That £15/month subscription adds up to £180/year. That "free" WordPress site needs hosting, updates, and occasional help. Consider the full picture.
Letting the developer decide entirely
Developers have preferences and profit motives. Understand the options and make an informed choice, with their input.
The Right Mindset
The platform is a tool. Like any tool, the right one depends on the job.
Good questions to ask:
- Does this solve my actual problem?
- Can I (or my team) realistically maintain this?
- What does this cost over 3 years, not just to launch?
- What happens if I need to change or grow?
Bad questions to focus on:
- What's the most popular?
- What's the cheapest?
- What does [competitor] use?
- What's newest/trendiest?
The Bottom Line
- Start with your needs - not platform features
- Be honest about maintenance - who will actually do it?
- Consider total cost - not just initial price
- Match complexity to requirements - don't over-engineer
- Plan for change - but don't build for hypotheticals
The best platform is one that:
- Meets your current needs
- You'll actually maintain properly
- Allows reasonable future flexibility
- Fits your real budget
That might be Squarespace for a simple business site. It might be WordPress for a content-heavy site. It might be Shopify for e-commerce. It might be custom development for complex requirements.
There's no universal "best" - only what's best for you.