Which website platform should you use? It's one of the first questions Maine business owners face when building a website—and one of the most confusing. Wix promises drag-and-drop simplicity. Squarespace touts beautiful design. WordPress powers 43% of all websites. Custom solutions promise unlimited flexibility.
The truth? There's no single "best" platform. The right choice depends on your business needs, technical comfort, budget, and growth plans. As a professional web design service serving Southern Maine businesses, we've built on every major platform and seen what works—and what doesn't—for small businesses like yours.
This guide cuts through the marketing noise to help you make an informed decision.
Why Your Platform Choice Matters
Your website platform is the foundation everything else builds on. Choose wisely and you'll have a site that grows with your business, performs well, and stays secure. Choose poorly and you might face:
- Performance problems: Some platforms simply can't deliver fast load times, hurting both user experience and search rankings
- Scalability limits: What works for a 5-page brochure site might crumble when you add e-commerce or complex features
- Hidden costs: "Free" or cheap platforms often have expensive surprises in monthly fees, add-ons, or transaction charges
- Migration headaches: Switching platforms later often means rebuilding from scratch—expensive and time-consuming
In 2026, over 60% of website traffic comes from mobile devices. Mobile-first design isn't optional anymore, and your platform choice directly affects how well your site performs on phones and tablets.
The Five Main Platform Categories
Before diving into specifics, understand the landscape:
1. Website Builders (Wix, Squarespace, Weebly)
All-in-one platforms that combine hosting, design, and maintenance. You build using visual editors—no coding required. Monthly fees include everything.
2. E-Commerce Platforms (Shopify, BigCommerce)
Purpose-built for online stores with built-in payment processing, inventory management, and shipping integrations. Higher monthly costs but comprehensive selling tools.
3. Content Management Systems (WordPress.org, Drupal)
Self-hosted software you install on your own server. Maximum flexibility and control, but requires technical management and separate hosting.
4. Hosted WordPress (WordPress.com)
WordPress software hosted by the WordPress company. Easier than self-hosted WordPress but with more limitations.
5. Custom Solutions
Websites built from scratch using modern frameworks and technologies. Maximum performance and uniqueness, typically built by professional developers.
Platform-by-Platform Breakdown
Wix: Best for DIY Beginners
Overview: Wix offers one of the easiest website building experiences available. Its drag-and-drop editor lets you place elements anywhere on the page, and AI tools can generate site layouts based on your answers to a few questions.
Best for: Solo entrepreneurs, very small businesses, people comfortable managing their own website
Strengths:
- True drag-and-drop editing with complete design freedom
- 900+ templates across many industries
- Built-in business tools: booking systems, email marketing, basic e-commerce
- No coding required for most tasks
- Plans starting around $17/month
Weaknesses:
- Page speed often suffers—Wix sites typically score lower on Core Web Vitals
- Can't change templates after building (would require rebuilding)
- Limited SEO control compared to other platforms
- Adding complex functionality requires premium add-ons that increase costs
- Less professional perception in some industries
Pricing reality: Expect $17-$49/month depending on features needed. E-commerce plans start at $29/month. Remove Wix branding requires paid plans.
Bottom line: If you want to build it yourself, don't need blazing speed, and have straightforward needs, Wix can work. But understand you're trading performance and flexibility for convenience.
Squarespace: Best for Visual Brands
Overview: Squarespace prioritizes beautiful design over maximum flexibility. Every template looks polished and professional, making it popular with photographers, designers, artists, and lifestyle brands.
Best for: Creative professionals, visual portfolios, design-conscious businesses, restaurants
Strengths:
- Stunning templates with cohesive, professional design
- Can switch templates without rebuilding
- Strong built-in e-commerce for small to medium stores
- Good built-in analytics and marketing tools
- Reliable hosting with solid uptime
- Plans from $16-$65/month
Weaknesses:
- Less design freedom than Wix—you work within template constraints
- Page speed often mediocre, though improving
- Limited third-party integrations
- E-commerce transaction fees on lower plans
- No phone support
Pricing reality: $16-$65/month depending on features. E-commerce requires at least the Business plan ($33/month) plus transaction fees on that tier. Commerce plans ($36+) eliminate transaction fees.
Bottom line: Excellent for creative businesses prioritizing visual impact. Less ideal if you need advanced functionality or top-tier performance.
Shopify: Best for Serious E-Commerce
Overview: Built specifically for online selling, Shopify handles everything from product pages to payment processing to shipping labels. If your primary business is selling products online, Shopify deserves serious consideration.
Best for: Retail businesses, product-based businesses, businesses selling across multiple channels
Strengths:
- Purpose-built for selling—everything optimized for conversions
- Excellent inventory and order management
- Multi-channel selling (Instagram, TikTok, Amazon, in-person POS)
- Thousands of apps for extended functionality
- Handles high traffic and large catalogs
- Strong security and PCI compliance built-in
Weaknesses:
- Not ideal for content-heavy sites or blogs
- Transaction fees unless using Shopify Payments
- Monthly costs add up quickly with apps
- Less design flexibility than website builders
- Overkill for businesses with just a few products
Pricing reality: $39-$399/month for the platform. Add payment processing fees (2.9% + $0.30 or less depending on plan). Apps often add $10-$100+/month each. Many Maine businesses spend $100-$300/month total.
Bottom line: If selling products is your primary business, Shopify is hard to beat. For service businesses or those with minimal e-commerce, it's often more than you need.
WordPress.org (Self-Hosted): Maximum Flexibility
Overview: WordPress powers 43% of all websites, from small blogs to major publications. Self-hosted WordPress means you install the software on your own hosting, giving complete control over every aspect of your site.
Best for: Businesses planning to scale, content-heavy sites, those needing custom functionality
Strengths:
- Nearly unlimited flexibility through themes and plugins
- Massive ecosystem: 60,000+ plugins, endless themes
- Complete ownership and control
- Excellent SEO capabilities with proper setup
- Can handle any business size or complexity
- Move hosts anytime without rebuilding
Weaknesses:
- Requires technical management or professional support
- Security is your responsibility—WordPress sites are common hacking targets
- Quality varies wildly depending on themes and plugins used
- Page speed requires active optimization
- Updates can break things if not managed properly
Pricing reality: Hosting typically $10-$50/month for small business sites. Premium themes $50-$200 one-time. Premium plugins vary. Professional WordPress developers charge $75-$150/hour. Many businesses pay $200-$500/month for hosting, plugins, and managed support.
Bottom line: Tremendous capability if you have technical resources or professional support. Risky to manage yourself without expertise—poorly maintained WordPress sites become security nightmares.
Custom Solutions: Maximum Performance
Overview: Custom websites built from scratch using modern frameworks (Next.js, React, etc.) and often deployed to high-performance hosting. No page builder limitations, no bloated code—just what your business needs.
Best for: Businesses prioritizing performance, unique needs, established businesses ready to invest in quality
Strengths:
- Optimal page speed and Core Web Vitals scores
- Exactly the features you need, nothing you don't
- Unique design that can't be replicated with templates
- Better security through reduced attack surface
- No recurring platform fees—just hosting
- Often lower total cost of ownership long-term
Weaknesses:
- Higher upfront investment
- Requires professional development
- Updates require developer involvement
- Finding ongoing support requires trusted partner
Pricing reality: Initial development typically $3,000-$15,000+ depending on complexity. Monthly hosting and maintenance $100-$300/month through a professional service like ours, or $20-$50/month for hosting-only if you handle maintenance.
Bottom line: The best option for businesses serious about online presence, especially when working with an experienced web design partner who provides ongoing support.
Key Factors for Your Decision
Consider Your Technical Comfort
Be honest about how much you want to manage:
DIY-friendly: You're comfortable learning new software, troubleshooting issues, and handling updates yourself. → Consider Wix or Squarespace.
Want support: You prefer focusing on your business while professionals handle the website. → Consider custom solutions with professional management, or managed WordPress.
Somewhere between: You can handle basics but want help available when needed. → Consider WordPress.com or Shopify with a support plan.
Consider Your Budget
Compare total costs, not just monthly fees:
Tight budget ($0-$50/month): Wix or Squarespace on basic plans. Understand you're getting limited features and often slower sites.
Moderate budget ($100-$200/month): WordPress with managed hosting, Shopify for e-commerce, or entry-level professional monthly plans.
Growth-focused ($200-$400/month): Custom solutions with full professional management, Shopify with premium apps, or enterprise WordPress.
Our complete guide to website costs breaks down the full investment picture for Maine businesses.
Consider Your Growth Plans
Think 3-5 years ahead:
Staying small: A simple Wix or Squarespace site might serve you indefinitely.
Planning to scale: Starting with a scalable platform like WordPress or custom saves the cost of rebuilding later.
Uncertain: Custom solutions built on modern frameworks adapt more easily to changing needs.
Consider Your Industry
Some platforms serve certain industries better:
Retail/E-commerce: Shopify or WooCommerce (WordPress)
Hospitality/Restaurants: Squarespace or custom with reservation integration
Professional services: WordPress or custom for content marketing capability
Creative/Visual: Squarespace for portfolios, custom for unique presentations
Tourism/Seasonal: Any platform, but fast mobile performance is critical
What We Recommend for Most Maine Small Businesses
After building hundreds of websites for Southern Maine businesses, here's our honest assessment:
If you want to build it yourself and can accept performance tradeoffs: Squarespace offers the best balance of design quality and ease of use. Wix works too if you need more flexibility.
If selling products is your primary business: Shopify handles e-commerce better than any other platform. Invest in good product photography and you'll have a solid foundation.
If you want professional results without professional prices: Our subscription model delivers custom-built, high-performance websites for $150-$300/month—competitive with DIY platforms but with professional design, management, and support included.
If you have an existing WordPress site: Keep it, but invest in quality hosting, security, and professional maintenance. Poorly managed WordPress causes endless headaches.
Platform Migration: When It Makes Sense
Already have a website on a platform that's not working? Migration might help if:
- Your site is painfully slow and can't be fixed
- You've outgrown your platform's capabilities
- You're paying too much for what you're getting
- Your site has been hacked repeatedly
- You need features your platform can't provide
Migration doesn't make sense if:
- Your problems are content or design issues, not platform issues
- You haven't fully used your current platform's capabilities
- You're switching just because something else seems "better"
- You can't commit to doing things differently on the new platform
For local SEO, any platform can work if properly optimized—the platform matters less than the optimization work.
Questions to Ask Before Choosing
Who will manage the site day-to-day? If the answer is "me," choose something you'll actually use. Complexity you can't handle helps no one.
What's my real budget including ongoing costs? Add up platform fees, hosting, plugins, support, and updates for an honest total.
What happens when I need help? Every platform has limitations. Know what support looks like before you need it urgently.
Can I get my content out if I want to leave? Some platforms make exporting easy. Others hold your content hostage. Check before committing.
What do businesses like mine actually use? Ask fellow business owners. Real experience beats marketing claims.
The Bottom Line
Your website platform should serve your business, not complicate it. The "best" platform is the one that:
- Fits your actual technical ability and time availability
- Delivers the performance your customers expect
- Stays within your realistic budget long-term
- Scales with your business growth
- Provides support when you need it
Avoid choosing based solely on price—the cheapest option often costs more in frustration, lost opportunities, and eventual rebuilds. Similarly, don't overpay for capabilities you'll never use.
Most Maine small businesses do best with either a quality website builder for truly DIY situations, or professional development with ongoing management for everything else. The middle ground—attempting professional-quality results with DIY tools—often produces the worst outcomes.
Whatever you choose, commit fully. Half-measures on any platform produce half-results.
Not sure which platform fits your business? Contact Kennebunk Web Design for a free consultation. We'll discuss your needs, show you real examples, and give honest recommendations—even if that means another platform is right for you.
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