“Which platform should we use?” is often asked first, when it should be asked third, after “what must the site do?” and “who will maintain it?”. Answer those two and the platform usually picks itself.
Step 1: what must the site do?
| Main job | Usually best |
|---|---|
| Sell products online | Shopify (or WooCommerce on WordPress). See Shopify vs WooCommerce. |
| Generate enquiries for a service business | Webflow or WordPress; Wix/Squarespace for very small sites |
| Publish lots of content (guides, news) | WordPress or Webflow |
| Bookings and appointments | Any of the above with a booking tool, or a platform with booking built in |
| Customer portal, calculators, logins, app-like features | Custom code (often alongside a CMS for the marketing pages) |
Step 2: who will maintain it?
This is where most platform regrets come from.
| Platform | Who updates and fixes it |
|---|---|
| Shopify | Shopify maintains hosting, security and checkout. You manage products, apps and theme. |
| Webflow | Hosted. Designers build; marketing teams can edit content in the visual editor. |
| WordPress (self-hosted) | You or your developer: hosting, core and plugin updates, backups, security. |
| Wix, Squarespace | Hosted, all-in-one. Easy to edit, less flexible. |
| Custom code | Your developer, for every change. |
If nobody on your side can handle updates, choose a hosted platform or budget for a maintenance plan. An unpatched WordPress site is a common security problem.
Step 3: check the deal-breakers
- Arabic and right-to-left: does the platform and your chosen theme support RTL properly, with separate URLs per language? Test before committing.
- Ownership: the account, domain and hosting must be in the business’s name. See who owns your accounts.
- Exit: can you export your content and products if you leave? Hosted builders vary.
- Integrations: CRM, WhatsApp, payment gateway, booking tool, analytics.
- Speed on mobile: test real sites built on the platform, not the demo.
- SEO basics: editable titles, descriptions, URLs, redirects, sitemap. All the major platforms cover these.
Step 4: total yearly cost
Compare the full picture, not the plan price:
| Cost | Typical items |
|---|---|
| Platform or hosting | Plan subscription, or hosting for WordPress |
| Theme / template | One-off or yearly licence |
| Apps and plugins | Forms, SEO, booking, reviews, backups, security, translation |
| Payment fees | For stores, usually the biggest cost. See choosing a payment gateway. |
| Upkeep | Updates, fixes, small changes: your time or a retainer |
| Domain and email | Usually separate |
All of these platforms publish their plan prices (linked below). For a full build-and-run estimate in AED, see what a website costs in the UAE.
Common situations
- “We have a WordPress site that’s slow and breaks.” Often fixable without changing platform: better hosting, fewer plugins, a lighter theme. See redesign or fix?.
- “Our agency built a custom site and we can’t edit anything.” Consider moving marketing pages to a CMS, keeping custom code only where needed.
- “We want to start selling online too.” If products are central, Shopify plus your existing site, or moving the whole site to Shopify, are both options.
When custom code makes sense
- Features no platform offers: client portals, complex calculators, integrations at the core of your service
- Very high traffic or performance needs
- You’re building a product, not a website
Even then, many businesses keep marketing pages on a CMS so the marketing team can edit them without a developer.
Frequently asked questions
Is WordPress still a good choice?
Yes, for content-heavy sites and when you have reliable maintenance. Its strength (plugins for everything) is also its main risk if nobody keeps them updated.
Can we switch platforms later?
Yes, with planning. Content can be moved, and URLs redirected. See migrating without losing SEO.
Do website builders hurt SEO?
The major ones handle the technical basics. Rankings depend far more on content, structure and reputation than on the platform.
If you’d like help choosing a platform for your situation, that’s part of our website service.
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Website platform decision sheet
Score WordPress, Webflow, Shopify, Wix, Squarespace and custom code against your needs, and estimate yearly running cost for each.
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