A Simple Approach to Choosing the Right Website Platform
A Practical Overview for Small Businesses Seeking Clarity
Many small business owners don’t need an overly complicated or expensive website. They need something clean, reliable, and easy to update.
The internet is full of opinions about “the best” website platform, but small business owners aren’t always looking for the best platform. They’re looking for the right platform, one that fits how their website actually needs to work.
We’re not approaching this from a developer or technical perspective. Our background is as eCommerce operators, focused on building and running businesses, and this overview reflects a practical, real-world approach to selecting a website platform.
There is no single “best” website platform for every business. Each option is built for different use cases: simple content sites, eCommerce, custom design, or complex functionality. Issues usually arise when a platform is chosen based on popularity or perceived sophistication rather than how the site will be used and maintained.
Below is a practical overview of common website platforms, what they’re designed to do well, where their limitations tend to appear, and the types of sites and teams that typically use them.
➤ Squarespace
Best for Simple, Content-Focused Websites
Commonly used by:
Consultants, service providers, local businesses, creatives, nonprofits, and organizations that need a professional website without ongoing technical complexity.
Typical use cases:
Service and informational websites
Blogs and content libraries
Portfolios and case studies
Simple payments (digital products, invoices, donations)
Scheduling, forms, and gated content
Memberships and logins:
Squarespace includes built-in member areas that work well for structured access, such as gated articles, videos, downloads, courses, or simple paid memberships. Access rules are straightforward and managed entirely within the platform, similar in scope to tools like Thinkific or Kajabi when used at a basic level.
This approach keeps setup and maintenance simple, but it also limits customization. Member roles, permissions, and workflows are intentionally constrained.
Management approach:
Squarespace can be managed directly by the site owner, or set up by a designer or consultant and then maintained internally, if preferred. Ongoing maintenance is minimal and does not require a developer.
Why it works:
No plugins or software updates to manage
Hosting, security, SSL, and backups are included
Consistent templates that maintain structure
Easy content edits without breaking layout
SEO features that meet the needs of most standard websites
Where it has limitations:
Limited technical SEO control
Limited integrations and automation
Not designed for complex member logic or custom user experiences
Squarespace is well suited for sites that need reliability and clarity more than flexibility.
➤ Shopify
Best for eCommerce
Commonly used by:
Retailers, product-based businesses, subscription sellers, and brands selling physical or digital products.
Typical use cases:
Online stores
Digital product sales
Subscriptions
Inventory and order management
Payments, shipping, and taxes
Management approach:
Shopify can be self-managed for small stores, but many businesses use a Shopify specialist for setup, theme customization, and integrations. Maintenance is more involved than a content site, but less complex than custom eCommerce systems.
Why it works:
Optimized checkout and payment flow
Built-in inventory and order management
Large app and integration ecosystem
Scales well as product volume grows
Secure and performance-focused
Where it has limitations:
Higher base cost than simple platforms
App fees are common
Unnecessary if the site doesn’t sell products
When eCommerce selling is the primary function, Shopify is purpose-built for that role.
➤ Webflow
Best for Custom, Design-Driven Websites
Commonly used by:
Design studios, creative agencies, startups, and brands with strong visual requirements.
Typical use cases:
Custom marketing websites
Brand-forward landing pages
Interactive or animation-heavy designs
Campaign or product showcase sites
Management approach:
Webflow is typically built and maintained by designers or developers with platform experience. It is less suited for casual self-management and often requires ongoing professional support.
Why it works:
High level of design control
Custom layouts and interactions
Cleaner underlying structure than many visual builders
Where it has limitations:
Steep learning curve
Not ideal for frequent DIY updates
More setup and upkeep than simpler platforms
Webflow is best when design precision is a primary requirement
➤ WordPress
Best for Complex or Feature-Heavy Websites
Commonly used by:
Organizations with advanced requirements, content-heavy platforms, membership sites, directories, and custom applications.
Typical use cases:
Membership and login-based platforms
Multi-role user systems
Directories and listings
Custom tools and integrations
Advanced SEO and content structures
Memberships and logins:
WordPress does not include memberships by default. Instead, membership functionality is built using plugins or custom development. This allows for far more flexibility, including multiple user roles, complex access rules, custom dashboards, and deep integration with other systems.
The tradeoff is complexity. Memberships often involve multiple plugins for access control, payments, email, and automation, all of which require configuration, updates, and ongoing oversight.
Management approach:
WordPress sites are typically built by developers or agencies. While content updates can be handled internally, technical maintenance, security, and feature updates usually require professional support.
Why it works:
Extensive customization options
Large plugin ecosystem
Fine-grained control over SEO and backend behavior
Supports complex workflows and evolving requirements
Where it has limitations:
Ongoing updates and maintenance are required
Plugin conflicts can affect stability
Security depends on active management
Higher long-term technical overhead
WordPress is appropriate when flexibility and customization are required and resources are available to support them.
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Squarespace → Content, services, or structured member access
Shopify → Selling products (eCommerce)
Webflow → Custom design is the priority
WordPress → Advanced functionality or complex memberships
We built our first website in 1999, when we launched our own eCommerce product business, one we ran for nearly 20 years. Over that time, we’ve seen how platform choices hold up in the real world, not just in theory.
Most business owners don’t need complexity. They need clarity, reliability, and a website that supports the business instead of draining time and energy. Choosing the right platform is less about size or industry and more about function, management, and long-term complexity.
If you’re unsure which direction makes sense for your website, or want a second opinion before committing to a platform, feel free to reach out. We’re happy to help you think it through.
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