So Many Website Platforms… Which One Is Right for Me?

If you’ve ever Googled “best website platform”, you know how overwhelming it can be. Wix, WordPress, Shopify, Squarespace, online marketplace e-commerce platforms, and even Instagram mini-sites like Linktree, every option promises to be the easiest or most powerful. The truth is, there’s no single “best” platform. The right choice depends on what you need your website to do, how much control you want, and how much time you’re willing to spend managing it.

Before we dive in, remember: your platform is just one part of the puzzle. Without owning your domain, you don’t truly own your website. If you missed it, you can go back and read " Your Domain Is Part of Your Brand.”

The Big Global Website Platform Players

For most small businesses and entrepreneurs, the decision usually comes down to one of the major platforms. These platforms are typically ideal for hosting your domain, website, and integrating the e-commerce features needed to sell online. An upgrade to your plan for e-commerce integration, but that puts everything consolidated on one platform, which is ideal.

Though each has its own pros and cons:

Wix Studio

Wix Studio is Wix’s new professional platform, ideal for designers and businesses that want creative control without coding. Wix Studio offers advanced responsive editing and professional client management tools. If visual design and speed are your priorities, it’s a strong all-in-one solution. It includes hosting, design flexibility, and a range of built-in tools.

• Pros: Design flexibility, built-in hosting, rich features without coding, fast to launch.

• Cons: Subscription costs, limited portability if you ever leave Wix, and advanced features may require coding (Velo). Some legacy elements from Wix Editor remain, which can make deep customization or brand consistency a little more complex.

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WordPress

WordPress.com is a hosted version of WordPress where Automattic manages hosting, updates, and security for you. It’s a popular choice for blogs, businesses, and organizations that want control without handling technical maintenance. It is the most flexible platform for long-term growth and blogging. Great for SEO and large content sites, but requires regular maintenance and plugin updates. Choose this if you want full ownership and scalability.

• Pros: Hosted and managed for you, customizable with themes and plugins (on the Business plan and above), and a large global community.

• Cons: Limited features are available on free/lower plans. Plugins and advanced customizations require higher-tier plans and are less flexible than those offered by self-hosted WordPress.org.

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Shopify

Shopify is a dedicated e-commerce platform designed to handle everything from small online shops to large-scale retail operations, built for e-commerce websites from the ground up with powerful tools for inventory, payments, and multi-channel sales. However, customization outside of store functions can be limited without coding.

• Pros: Explicitly built for e-commerce, great payment/shipping integrations, scalable for online shops.

• Cons: Monthly fees can add up, and there is limited design flexibility when selling products.

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Squarespace

A great option for creatives who value aesthetics and simplicity. Squarespace is known for its stylish templates and user-friendly drag-and-drop editor. It’s a favorite among creatives and service-based businesses that want a polished site without much setup.

• Pros: Beautiful templates, easy to use, suitable for portfolios and simple service sites.

• Cons: Fewer integrations, limited scalability if your business grows quickly.

Each platform has strengths depending on your goals — whether it’s blogging, e-commerce, or design freedom. But none of them are one-size-fits-all. Your platform should reflect how you want customers to interact with your brand, not just how fast you can go live.

Pro Tip: Don’t pick a platform just because a friend uses it. Think about your business goals. Do you need to sell products online, or do you mainly need to showcase your services? Your answer will narrow down the choices.

Marketplaces & Mini-Sites: When Sales Leave Your Site

Alongside major website platforms, there are smaller platform-based tools such as Instagram Shops, Etsy stores, and quick-link pages like Linktree. These platforms can support your marketing and sales funnel — but they aren’t a replacement for your main website. They’re extensions of your business, not the foundation.

Some of these secondary platforms make it easy to branch out — for example, by creating mini-sites (Instagram Shops, TikTok storefronts, or link-in-bio pages) or by steering sellers toward marketplace-style platforms (like Etsy or third-party restaurant order systems). While convenient, they all share the same risk: when your customers interact and purchase there instead of on your own site, you lose ownership and control of the experience.

Why it matters

• Your customer journey becomes fragmented.

• Platform rules, visibility, and fees can change overnight.

• Customers remember the marketplace, not your brand.

• If the platform suspends your account, your sales and audience go with it.

Think of it this way

• A restaurant wouldn’t take dine-in bookings on one platform and pickup orders on another.

• A boutique wouldn’t send shoppers across the street to complete payment.

• For service businesses, keeping scheduling, payment, and contact on your main website ensures a seamless brand experience.

That’s why your website platform, whether it’s Wix Studio, WordPress, or Shopify, should remain the hub of your business.Use external platforms to extend your reach, but keep the actual connection, booking, and purchase process inside your own domain. A cohesive, centralized platform builds trust, improves brand recall, and keeps your business future-proof.

Choosing Your Website Platform

Whether you’re selling products, offering services, or showcasing your portfolio, the right website platform should match both your business goals and the way you work. Some platforms prioritize creative freedom, while others focus on e-commerce power or ease of management. However, the best platform is one that supports your growth, reflects your brand, and feels intuitive to maintain.

Choosing your website platform is just the first step. Once you’ve found the proper foundation, the next challenge is making it your own, designing a site that looks professional, performs well, and aligns with your brand’s voice and audience.

In the third article of this series, we’ll move from choosing a platform to building one that truly fits your business, from templates and usability to layout, visuals, and brand consistency.

Your platform is the starting point of your digital presence. Make it the one that helps your brand thrive.