Website Builders: The Good, the Bad, and the Ugly

Patrick Dillon, CEO & Founder, WISE Digital Partners
Patrick Dillon, CEO & Founder, <a href='' rel='nofollow' target='_blank' style='color:blue !important'>WISE Digital Partners</a>

Patrick Dillon, CEO & Founder, WISE Digital Partners

If you're a business owner, you might look to popular platforms like Wix, Squarespace, or even a WordPress theme or template to create your website in-house vs. hiring someone to develop one from scratch.

After all, it seems you’d save money on not hiring a developer. And those website builders seem easy to use.  In fact, it seems like you’d get a nice-looking website live in no time.

But as tempting as these platforms may be, they come with inherent flaws that often lead to struggles, if not all-out failures.

The Problem with Quick Website Builders

Website building platforms like Wix and Squarespace simplify website design. Using these tools, anyone can create a basic website by selecting various templates, inputting information, and hitting publish.

It's not that difficult. But it comes with a host of problems.

They’re Pretty Limited

You might think a quick website builder is a great solution if you only need a barebones website with a homepage, contact page, and a few product pages. But what happens when you decide you need more features? That's where a website builder's limitations begin causing problems for a business.

Suddenly, you find yourself constrained by limited templates and the inability to customize your website to fit your goals. It's an impasse that quickly negates any benefits you saw early on.

You Don’t Get Great SEO

Website builders also often lag behind their competitors when it comes to SEO functionality. A seasoned SEO expert may not be able to do everything they could and should do with the template and tools available. As a result, customers may have difficulty finding you online, and you might get fewer leads. And that isn't good for business.

You Get Poor Analytics

There's a lack of good analytics tools with website builders like Wix and Squarespace, which makes it difficult to get the data you need to make smart business decisions.

WordPress May Be Popular, But It Also Has Issues

WordPress promotes itself as a comprehensive solution for business websites. While it's true that the platform offers much more functionality than Wix or Squarespace, it also creates risks and can lead to frustration. Here's where it can fail your business:

Plugins Create Instability

WordPress plugins are intended to enhance and customize a website, but they're notorious for causing performance issues. Here's why:

● They require constant updating

● They become outdated and unsupported

● They have compatibility issues

● Eventually, they don’t function properly

Why Themes & Templates Are Not Optimal

WordPress themes and templates, in theory, sound like the way to go. However, they aren’t typically kept up-to-date and are so bloated that they slow down your website.

 ​Selecting the right platform for your website isn’t just important, but vital to your business  

Additionally, many themes and templates are not optimized for mobile (a HUGE mistake when most people use smartphones to find information quickly). And many WordPress templates are not coded with SEO in mind (i.e. header tags are used in bizarre ways for styling purposes instead of clarifying content structure for search engines and users).

Security Issues Make You Vulnerable

With over 40 percent of the world's websites built on WordPress, a WordPress website is a primary target for nefarious hackers due to its popularity. Plugins and themes from untrustworthy sources can also make your business website vulnerable.

Additionally, your WordPress login screen can be susceptible to "brute force attacks," where bots enter multiple username and password combinations to gain access. Even if a bot doesn't find the right login combination, the attack can slow down or even crash your website.

WordPress is Dated

The launch of WordPress in 2003 makes it almost 20 years old now. It was developed before the first Apple iPhone was introduced, before Google went public, and before YouTube even existed.

WordPress was created when "digital" was in its infancy. While it's morphed over the years to remain relevant and useful, it's still an older platform at its core. And today, it's on a decline after years of steady growth.

NEST™ Bridges the Gap

NEST™ might not be as recognizable as the more well-known tools mentioned, but since its launch in 2019, it's quickly made a name for itself. It's a proprietary website platform and an all-in-one digital marketing solution developed and supported by San Diego-based WISE Digital Partners.

WISE developers have worked extensively with WordPress and are familiar with other popular tools like Wix and Squarespace. They're well aware of the shortcomings, so they built NEST™, a solution that addresses businesses' problems when using popular but flawed website platforms. Here's how NEST™ differs from the rest:

It Outperforms on Many Levels

● NEST™ websites are FAST and optimized for mobile

● They're not in a constant state of repair

● They're highly secure

● Analytics include data pulled in from ad platforms, keyword ranking solutions, and more

● They support various business functions, such as lead tracking, listings, and reviews

There’s Less Development Time

NEST™ has clear advantages over WordPress, and businesses also save money because the development time drops by 60 percent when a website is built on NEST™.

Building on NEST™ allows for more time to focus on creating real value for a business through SEO strategy, UI/UX design, and creating great content that appeals to an audience and generates leads.

A Component Library Provides Flexibility

A robust library of modular components (vs. problematic plugins, themes and templates) makes NEST™ highly flexible. Therefore, businesses can create a unique look and feel with customized design, copy, and aesthetics.

Final Thoughts

A website should be strongly aligned with business goals and provide a great experience for visitors. Quickly launching a business website with a limited builder, or using a platform that will only create issues, could be costly in the long run.

Your website should perform well, incorporate a strong digital marketing strategy, and guide visitors when they're ready to do business with you.

Selecting the right platform for your website isn’t just important, but vital to your business. With the right platform, you’ll be one step closer to your business goals and one step ahead of the competition.