Let’s Talk

Website platforms, compared honestly

The right platform depends on the business, not the brand name. Here’s how I see the common website platforms comparing on ownership, SEO, AI search, speed and upkeep, including when a builder is the better choice than a custom site.

Not sure which platform fits? Ask me.

Send your site or a line about the business. I’ll recommend what I’d use in your position, even if it’s a builder.

No newsletter. Just what you asked for, from me. Privacy

Every platform at a glance

The same ratings power every comparison below.

PlatformTypeBest forOwnershipSEO controlUpkeep
Custom websiteHand-builtEstablished businesses whose website has to win work in a competitive marketFully yoursExtensiveMinimal
WordPressOpen-source CMSContent-heavy sites with many authors and a lot of publishingFully yoursStrongHeavy
WordPress.comHosted CMSBloggers and writers who want WordPress without running a serverMostly portableStrongLight
WixWebsite builderOwners who want to build and edit a site themselves, quicklyPlatform-onlyStrongMinimal
SquarespaceWebsite builderCreatives, studios and small brands that want a good-looking site quicklyPartialAdequateMinimal
WebflowVisual development platformMarketing teams with a designer who knows web layoutPartialExtensiveMinimal
ShopifyE-commerce platformAny business where online sales are the main job of the sitePartialStrongLight
FramerWebsite builderStartups and product launches that need a sharp site quicklyPartialStrongMinimal
GoDaddy Website BuilderWebsite builderGetting a basic presence online the same dayPlatform-onlyBasicMinimal
Hostinger Website BuilderWebsite builderSide businesses and early tests on a tight budgetPartialAdequateMinimal
DudaAgency builderBusinesses whose agency manages the site end to endPlatform-onlyStrongMinimal
HubSpot CMSMarketing CMSCompanies already invested in HubSpot’s CRMPartialStrongMinimal
ShowitWebsite builderPhotographers and creatives who want a visual, editorial lookPartialAdequateLight
AI website buildersAI generatorA placeholder while the real site is plannedPlatform-onlyAdequateMinimal

Approaches

Before the platform, the bigger decision.

Platform vs platform

38 head-to-head comparisons.

FAQ

Choosing a platform

  1. There isn’t one. A solo service business that needs to be online this month is often well served by Squarespace or Wix. A store belongs on Shopify. A business in a competitive market, whose site has to rank and convert, often gets more from a custom build it owns, though that’s my view rather than a rule.

  2. They’re my own opinion, from building and rebuilding sites on these platforms, of what matters to a typical small business. They aren’t vendor claims, measurements or paid placements, and they reflect the platforms as of October 2026; features change, so check the vendor’s current documentation too. Tavro isn’t affiliated with or endorsed by any of these companies, and product names belong to their owners.

  3. Platform prices change often and depend on the plan, add-ons and renewal terms. I describe each pricing model instead, so you know what kind of costs to expect, and you can check the vendor’s current pricing directly.

Keep reading

Reading

Work with me

Let’s begin

Let’s build something you’re proud to share.

Let’s Talk