WIX is not Your Best Choice!

wix

Reasons Wix is not your best choice!

Count the costs before you jump into WIX

1. Wix Seems to Make It ‘Easy’ To Build A Website

Let me as a question: If Wix makes it easy to build a website how and why is that a negative?
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.

If it was ‘easy’ to build a website that works 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 related to WIX? They don’t exist because none of these crucial factors of website success exist with WIX!

You need to consider how your content is going to be structured, what image sizes you upload, 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. As well as that you need to ensure you have implemented some online tracking so you know how it’s performing, and set up essential Google tools to get insights from your website that may 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.

This is why it shouldn’t be ‘easy’ to build a website. What looks good doesn’t necessarily perform well.

2. Wix Hides Complexities

You say: Isn’t that great? Yet, 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 into account it’s mostly around content and mobile friendliness and things like that. One of the most basic elements Google cares about are 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.

Every Site Needs to Improve Google Search Ranking! By hiding these specific 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 because its buried in WXI’s shared hosting.

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.

Often, website owners 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 in search engine results.

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 Silverstripe there’s a whole bunch of hosting companies wanting your dollar to host your website. Some are great, and some are bad. Just look at the tests we conducted on GTMETRIX.COM comparing our hosting with all of the big boy hosting companies. That speed test reveals quite a lot! Speed matters and Wix doesn’t help you in that regard.

Generally I don’t like the idea of using a proprietary content management system whether its a platform like Wix, or one developed by your agency. 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? Techcrunch use WordPress and Mashable used to use it – I can safely say their sites are probably bigger that yours.

When you develop your website using Wix you have no place to go – they host your website and you can’t go elsewhere, which brings me to the 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. 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. Why? Because WIX is not portable anywhere. This means a new site will force a new expense for a perfectly working solution.

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 garage 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 :

Let’s look at a real-life example: A doctor’s office decided to leave a WordPress designed site that had been indexed by Google for over ten years putting them at a strong first page result. Their hosting page speed was 1.1 second on our high-speed hosting. Someone in the office decided they needed a new site. As a result, an intern with little knowledge or experience in professional web design, proudly moved them to WIX. Now, the medical office is not even found in Google on the first eight pages of search results. Let’s just assume for a moment that the average patient was worth $1950 in medical or rehab support. Because WIX did not provide a mobile site and because their site on my server did, today, they don’t have a mobile site. If they lose just five patients a week, in this year alone they are likely to lose over $9700 every week. Fifty weeks will probably cost them over $500,000 in lost revenue.

Using Wix may cost you in lost revenue!

Even more subtle, is the fact they lost all their well-known email addresses. When they moved to WIX what happened to all their email?
Likewise, the WordPress site had all the icons and images of their doctors awards and credentials. Moving to WIX and killing their old site means they don’t have all those images. Thus, all the time and money spent on the old site is wasted!

Summary

While you may be able to build a decent revenue-generating website using the Wix platform, its hidden costs may kill your business. 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.

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 done right by a webmaster that understands business marketing and advertising.

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