5 Reasons To Not Use Wix For Your Website
I’ve often had clients come to me after using Wix or Joomla or Weebly to build a website and ask for some help making their sites more visible. And there lies the rub so to speak. Wix makes it very easy to build a great looking website, and very easy to build a very badly performing website.
Digital Marketing is real life…real life principles apply…”You usually get what you pay for”.
I’m thinking, REALLY? You really think that a FREE website is going to get any notice from the King of Search, The King of Advertising with a freaking free website? You’ll play hell getting GOOGLE to index your site, they think free websites are about “hobbies”…you’ll never get taken seriously.
Essentially, what you’re doing when using any free website is creating more free advertising channels for the site you’re getting for free. Nothing is free. Any content you’ve created on a free website is no longer yours. It all now belongs to the free website company. Ever try transferring your free site to a paid one??…You can’t., they won’t let you.
Can successful business owners really be this fucking stupid??
Well, clearly yes. It’s been my experience that business owners that opt for a free website that they design themselves just don’t know what they don’t know.
So, I’m taking a firm stand right here and now and professing once and for fucking all….”A Free Website Will Lead to Your Demise Online.
So if Wix makes it easy to build a website why shouldn’t I use it?
1. Wix Makes It ‘Easy’ To Build A Website
So if Wix makes it easy to build a website, why is that a negative? If you approach building a website as an ‘easy’ task, then you’ve already started off on the wrong foot. I like to think I know what looks good but if I tried to design a brochure it would look shocking – I’m not a graphic designer and would never pretend to be one, so why should you pretend to be a website developer when your business depends on your website?.
If it was ‘easy’ to build a website that works well and is able to rank highly, then there wouldn’t be hundreds of thousands of blog articles about search engine optimization (SEO), content structures, on and off site reputation management and conversion optimization.
Personally I think most companies, particularly small to medium ones, just don’t spend enough time realizing their website’s importance and value. Quite often it’s because they don’t know what to ask about or the web design agencies don’t take the time to ask the right questions. And more often than not, most web design agencies are fucking clueless when it comes to ranking and SEO. They may be able to build you a good looking website, but looks are only 20% of the overall requisites needed to rank at the top.
Business owners shouldn’t necessarily know what questions to ask – your business is your specialty, you should be able to trust your web developer to ask the right questions.
Wix makes it easy to jump right in, throw together a web page and publish it. Before you do that you need to stop and think, and work out what your business needs for your online presence.
You need to consider how your content is going to be structured, what image sizes you upload and how each image is optimized, what page titles you will use, the header text for each page, the calls to action that appear in search engine results (SERPs), as well as conversion optimization. You’ll need to ensure that you have implemented some sort of online tracking so you know how it’s performing, and set up essential Google tools to get insights from your website that helps you understand and drive your marketing decisions.
Yes, I’ve seen expensive websites without Google Analytics installed – a fundamental oversight you shouldn’t really get when spending thousands of dollars. I’ve also had several business owners call me to make their website more visible. They spent $100 on their website with some random overseas company. How much business has that ‘cheap’ website cost them? It probably turns out the website has cost them thousands in lost business – I’ve provided a working example below.
This is why it shouldn’t be ‘easy’ to build a website. What looks good doesn’t necessarily perform well.
2. Wix Hides The Hard Stuff
Whooooaa! WTF? Really?? That’s another benefit I hear many shout about as a positive! Hiding complexities in website development is not necessarily a good thing. Wix makes it easy to design websites like brochures and they’re not. What you see isn’t what Google sees. Although Google does take user experience (UX) into account, they see mainly around content and mobile friendliness and things like that. One of the most basic elements Google cares about is how your page titles are structured and what they tell about the page, yet for a few Wix websites I’ve seen, there is no attention paid to this despite Wix supporting SEO settings for pages.
Google doesn’t really care if your button looks nice, or your image is stunning. The search result below is quite typical when you don’t know what to do. There’s no call to action in the result, and the description doesn’t say what the page is about. If this is one of ten similar results I’d probably click on a more enticing one.
By hiding these complexities it makes it very easy to get really proud of your new website and go and shout about it to the world. You better keep shouting as that may end up being the best way to get your website found as Google may not find it.
You need to be aware of all the trickier bits that make up your web presence like SEO, off site business listings, reviews and more. A recent chart by specialist company MOZ showed your website only makes up an element of your online presence – there’s backlinks, business listings, citations and your website. Without all of those you may not get found by your customers, so unfortunately your pretty Wix website will fall short of the mark.
I’ve seen briefs and quotes that don’t reflect the most basic functionality a company needs, and they often treat SEO as an ‘optional extra’. It is not. It’s essential and often implementing simple steps will make a huge difference to your visibility.
3. Wix Hosts Your Website
If your website starts performing slower than normal, a decent web host is a good place to start. If a website is based on one of the open source content management systems like WordPress or Joomla there’s a whole bunch of hosting companies wanting your dollar to host your website. Some are great, and some are bad. Do your research…or just ask me which one to use.
Generally I don’t like the idea of using a proprietary content management system whether it’s a platform like Wix, or one developed by your agency derelicts. If you fall out with the third party or outgrow them you’ll more than likely need to start again. Whilst WordPress isn’t the only available platform, I’ve had business owners ask me if it’s a decent option or does it ‘only’ get used by bloggers? Lots of HUGE companies use WordPress. TechCrunch uses WordPress and The New Yorker uses it, Sony Music and MTV News use WordPress. I use WordPress. I love WordPress.
– I can safely say their sites are probably a lot fucking bigger that yours.
When you develop your website using Wix or Joomla, you have no place to go – they host your website and you can’t go elsewhere, which brings me to my next point.
4. You Cannot Migrate Your Wix Data Elsewhere Easily
So you get lucky and your website is performing well and you want to add features to it that aren’t supported within Wix, or want a major overhaul. Essentially you’ve outgrown your website.
If this happens it is very difficult to move your content away from Wix or Joomla. If you had a WordPress based website you can keep all your content and apply another theme, or a customized theme (which is effectively a layout). Your website looks completely different but you don’t have to re-enter your content. There is still work to be done when you switch themes as they all have their own way of working, different image sizes in different slots, but you can keep all your content.
If you think you may outgrow Wix, maybe a full web development is outside of your budget right now, but remember to factor in that potential cost in the future.
5. Wix Isn’t Free – It May Be More Expensive Than You Think
Wix is a very attractive initial platform as the base offering is free. It’s a very effective sales technique that gets customers in the door. MailChimp use a similar technique but even MailChimp doesn’t allow you access to automated email sequences in their base offering – this is an essential part of email marketing.
With the free plans you have Wix branding on your site, and the little icon shown in the browser bar will be a Wix logo. You also can’t add in Google Analytics tracking until you get onto a premium plan.
Premium plans start at a mere $4 or so per month so it’s not expensive by any means, and they go up to $24 per month.
When you start adding functionality Wix has an ‘app store’ so you can choose which apps to use. There’s loads of apps to choose from and many start with a ‘freemium’ offering with more functionality provided at a price so head back to that website brief and factor in what you want into your costs.
The largest cost of using Wix for many people is a hidden one. It’s the cost of websites built by users who may not know what makes a website really work, therefore it doesn’t get found, or it doesn’t function well. That lack of functionality is probably costing you business.
I compare this loss of business to a heating and air conditioning company owner who had a cheap website built several years ago. It couldn’t be found. When a new website and offsite business listings were put live he was inundated with work. If you imagine he built that website in Wix (like some of his competitors have) without understanding the important elements of search engine visibility, the scenario below is an extremely conservative estimate of the amount of work lost :
- Average residential air conditioning repair job is $310
- One job a week comes through a new website = 52 x 310 = $161,200 per year
- Old website was live for 2 years = 2 x 161,200 = $322,400
- That cheap website has cost him $322,400 in lost revenue during 2 years.
In the Las Vegas, the average air conditioning repair cost in 2018 was $310, and I can safely assume that more than one job per week is brought in as a result of being found online. You can then consider the ongoing total customer value with regular servicing, weather fitness tests and more, it’s perfectly feasible to think that this cheap website cost him a lot more than the face value.
5 customers per week at $310.00, over 2 years is $322,400 in lost revenue due to a bad website, and this is without value added up-sells.
Using Wix may cost you much more than $322,400 in lost revenue.
It is possible to build a decent revenue generating website using the Wix platform. The biggest problem with Wix is it makes it easy to create a website that you think is great and it has given a lot of people the perception of having a good website when that’s far from the truth.
Websites are not brochures and they shouldn’t be treated that way.
To bring revenue from a website you need to think of it as an online presence, ticking all the right boxes, and invest time and money to get it right.
Can you afford to lose $322,400 in your business?
If you would like independent help with your website issues, or just want a health check done on your online presence, get in touch today.