Choosing the Best Website Builder: WordPress, Shopify & more

If you’ve ever Googled “best website builder,” you already know: there are a lot of options. And for small business owners, that can be more confusing than helpful. The truth is, the right platform depends on your goals, your comfort with technology, and how much control you want over your site’s design and performance.

I’ve worked with just about every major platform out there: WordPress, Shopify, Wix, Squarespace, and Webflow. Each has its strengths. Each has its quirks. And each can be the “right” choice, depending on the business.

Here’s my breakdown, based on real-world experience helping small brands shine online:

WordPress

Best for: Customization, flexibility, SEO control

Good fit for: Blogs, service-based businesses, content-heavy sites

WordPress is like a fully stocked kitchen — equipped for anything from a simple weeknight meal to an elaborate feast. I use it for most Ube Bread projects because it lets us fine-tune every detail, from visuals to performance. And when it comes to SEO, it’s got all the right ingredients.

That said, WordPress comes with more responsibility. You’ll need to manage hosting, security, and updates (or have someone on your team who does). But for clients who want a future-proof, scalable site with no design ceiling, it’s worth it.

Shopify

Best for: E-commerce

Good fit for: Product-based businesses, boutiques, food brands

Wix

Best for: DIY-ers with low tech skills

Good fit for: Local services, freelancers, portfolios

Wix is the easiest builder on this list to just jump into. You can drag and drop elements right where you want them, which makes it super beginner-friendly. For someone who wants to spin up a quick site with minimal learning curve, it works.

But ease comes with trade-offs. The backend can get messy, and SEO isn’t as strong as with WordPress or Webflow. I often see clients outgrow Wix once their business expands, especially if they want more design freedom or performance.

Squarespace

Best for: Beautiful, modern templates

Good fit for: Creatives, photographers, restaurants, small service providers

Squarespace has a reputation for sleek, minimalist design—and it lives up to that. It’s a great option for folks who want a polished site without hiring a designer. The templates are thoughtfully made, and the editing tools are simple and intuitive.

Downsides? Limited flexibility. You’re working within tight template constraints, and customizing outside the box isn’t easy. Still, for many small businesses, especially those in creative fields, it hits the sweet spot between ease and aesthetics.

Webflow

Best for: Advanced visual design, complex animations

Good fit for: Designers, agencies, startups with unique branding needs

Webflow is like giving a designer a blank canvas and a full toolbox. It combines the creative freedom of coding with the visual editing power of a builder. For projects that need to stand out—say, a startup with custom interactions or a high-concept portfolio—it’s a dream.

The flip side? There’s a learning curve. It’s not ideal for DIY beginners. But if design is central to your brand and you’re ready to invest time (or work with a designer), Webflow is powerful and future-forward.

Final Thoughts

At the end of the day, the “best” website builder is the one that meets your needs — not the one with the flashiest features or trendiest templates. Think about how much time you want to spend maintaining your site, how often you’ll be updating content, and whether you want to build it yourself or bring in help.

Every platform has its place. If you’re DIY-ing your first service site, Squarespace or Wix can be a great launchpad. Selling products? Shopify will do a lot of the heavy lifting. Want room to grow and total flexibility? I’ll probably recommend WordPress.

Whatever you choose, know this: your website doesn’t have to be perfect to be powerful. Start where you are, and keep things simple.