Individual Web Design vs. Website Builders

At our last seminar on the topic of Semantics on the Web, we were asked for our opinion on so-called website builders. Presumably, our assessment is similar to how a cabinetmaker would view a flat-pack furniture store. For those unfamiliar with the term, website builders are pre-made systems that allow you to quickly cobble together your own website with just a few clicks.

You sign up, select a (reasonably) suitable design template from various options, and then insert text, photos and images into predefined areas. With relatively little effort and seemingly low costs, you're all set. No fuss, no bother. Sounds pretty clever, doesn't it?

SEO optimised, affordable web design and no web development?

Keywords that particularly impress inexperienced clients: simple, fast, professional, search engine optimised, with just a few clicks and self maintainable to boot. It sounds like a jackpot. And for EUR 5-20 per month, you're in, realising your own small online dream. All without any prior knowledge.

Considering that most websites are rebuilt every two to five years anyway, it's a profitable business, isn't it? And you save yourself the web designer, the digital agency, the selection of a suitable content management system and much more. Professional web design costs money, that is beyond question. The target audience analysis, the setup of the information architecture, the navigation concept, the design of the website itself. A content strategy also needs to be created. The implementation therefore requires resources.

However, many providers promise their clients an 'all inclusive, worry free' package, suggesting they won't need to concern themselves with the underlying technology, the web itself, or ultimately, their own website.

Cheap is cheerful, isn't it?

Young entrepreneurs in particular are attracted by such an offer. For most people, their corporate presence is important, but it is not their core business. They come from various industries and do not have the necessary background knowledge for creating a website. Nor do they have to, as there are online agencies and various providers who will hopefully advise them professionally.

Small and medium sized businesses often fear the costs associated with website creation and frequently see them as disproportionate. They want a website, but the effort for implementation should be kept within limits. This is understandable. But can you truly be satisfied with the budget option?

What is a website for?

It's not just about having an online presence. A website is a contact point for potential customers, through which you are found, and it conveys a first impression of your company. Non descript web design or sloppy technical implementation of the website will be noticeable and, in the worst case, make you appear unprofessional. If it's also clear that the website was created with a '12345 click DIY website builder', it can give the impression that you either haven't found your brand identity or aren't even looking for it.

As always, it's probably unfair to tar all providers with the same brush, but if you do opt for such a provider, you need to be aware of the following:

A hairdresser is a baker is a lawyer is a doctor

Each website will be very similar to the next. And this is despite the fact that requirements vary. Individuality can only be offered within limits and in most cases ends with the selection of a basic design, photos, and at best, the font. In short: it will result in a standard, off the shelf design.

Hidden costs

Teaser offers often primarily aim to pique curiosity. Unfortunately, the devil often hides in the detail. Namely, with additional ongoing monthly costs. Moreover, you become dependent on the provider. If the provider disappears, so does your website.

State of the art design and development

Custom programming code an impossibility! Self explanatory layouts and seamless integration of existing corporate design can hardly be achieved with a website builder system. Furthermore, expandability, as seen with common content management systems, is de facto not possible.

Individual consultation

Let's be realistic. For EUR 14.99, it's highly unlikely that anyone will take the time for your specific wishes and an extensive consultation. You are one of many, and should problems arise, a customer service hotline employee will likely help, but not the person responsible for the design and development of the site.

Who are website builders suitable for?

For a first step onto the web, a DIY homepage is an affordable alternative (if you read the fine print). However, you must be aware that it's more akin to a listing in the Yellow Pages than a representative business premises on Kärntnerstrasse. It means you are at least present online. However, uniqueness and professionalism are demonstrated in other ways.