Website builders such as Wix, Squarespace and Shopify have made it possible for anyone to get online. Custom-built websites cost more upfront but give you more control. Neither is right for everyone. This guide explains the trade-offs so you can choose.
The short answer
Use a builder if you need a simple site quickly, have a small budget and are happy to do the work yourself. Choose a custom website if your site needs to do something specific to your business, if search rankings and speed matter, or if you are paying for a growing stack of apps and plugins.
Side by side
| Website builder | Custom website | |
|---|---|---|
| Upfront cost | Low. You pay a monthly subscription and do the work yourself. | Higher. You pay for design and development. |
| Ongoing cost | Monthly plan, plus paid apps and plugins as you add features. | Hosting and optional care plan. No per-feature app fees. |
| Design | Templates you can customise within limits. | Designed from scratch for your brand and customers. |
| Speed | Depends on the platform and how many apps you add. | Only the code your site needs, so it can be very fast. |
| SEO control | Good basics, limited control over code and structured data. | Full control over code, speed, metadata and structured data. |
| Custom features | Limited to what the platform and its apps offer. | Anything your business needs, including integrations. |
| Ownership | Your content is on their platform. Moving away can be difficult. | You own the code and can host it anywhere. |
When a builder is the right choice
- You are just starting out and need a simple site this month.
- Your site is mainly information: who you are, what you do, how to get in touch.
- You enjoy doing it yourself and have time to keep it updated.
- For a straightforward online shop, Shopify is often an excellent platform, and a custom Shopify theme can give you a distinctive design without building everything from scratch.
When custom is worth it
- Your website is your main source of new business. Small improvements in speed and conversion add up to real money.
- You need features that do not fit a template, such as bookings tied to staff calendars, trade pricing, client logins or live data from your systems.
- You compete for search rankings. Full control over speed, structure and content makes a difference in competitive markets.
- Your plugin bill keeps growing. Several paid apps each month can cost more over a few years than building the features properly.
- Accessibility matters to your customers or is a legal requirement. A custom build can be designed for WCAG 2.2 AA from the start.
Work out the cost over three years
Compare options over three years, not just the first month. For a builder, add the monthly plan, every paid app you need and the value of your own time. For a custom build, add the build cost and hosting or care. Our guide to how much a website costs in the UK has typical figures.
Not sure which you need?
Send us a short brief through our quote page. If a builder would serve you better, we will tell you.
Frequently asked questions
Is a custom website better for SEO than Wix or Squarespace?
A custom site gives you full control over speed, code and structured data, which helps SEO. Builders can rank well too, but you are limited to the controls the platform provides.
When should I use a website builder instead?
A builder is a sensible choice for a simple site with a small budget, when you are happy to build it yourself and do not need custom features or integrations.