The platform decides how fast you can launch, who can update the site, and what it costs to run. Start with what the site needs to do, then pick the tool.
Start with the job, not the tool
Write down what the site must do in its first two years. Publishing articles and case studies points one way. Selling products points another. Bookings, logins or customer accounts point somewhere else again. Then note who will update it and how often.
WordPress
WordPress runs a large share of the web, and its plugin ecosystem can add almost anything. A custom theme with flexible blocks gives your team freedom to build pages. It needs regular updates and good hosting to stay fast and secure, and WooCommerce adds a shop when you need one.
Webflow
Webflow gives designers precise visual control and produces clean, fast pages, with hosting included. Its CMS suits blogs, case studies and team pages. Plans limit how many CMS items you can have, and it isn’t the best fit for large or complex shops.
Shopify
When selling is the main job, Shopify is hard to beat. Hosting, security and checkout are handled for you, and apps cover most features. Content pages and blogs are simpler than a full CMS, so content-heavy brands sometimes pair Shopify with a headless CMS.
Squarespace and Wix
Both are quick and affordable for small sites with simple needs. The trade-off is less flexibility as you grow, and moving away later can take real work.
Custom and headless
A custom build with Next.js and a headless CMS such as Sanity or Contentful gives complete control, top performance and room for complex integrations. It costs the most to build and needs developers for most changes.
Questions to settle before you choose
- Who will edit the site, and how comfortable are they with tools?
- Will you sell online now, or in the next two years?
- Which systems must it connect to, such as a CRM, booking tool or ERP?
- What can you spend each month on hosting, apps and maintenance?