As an independent web designer working with clients all over the world, I’ve spent the last five years (since around 2021) building and optimizing websites specifically for small and medium-sized businesses. Before going freelance, I worked as a backend engineer at a fintech software company. Today, my focus is on the health and wellness space: therapists, recovery centers, gyms, jiu-jitsu dojos, yoga studios, Pilates instructors, run clubs, and personal trainers.
These business owners often come to me frustrated with websites that feel generic, “tame,” or look exactly like everyone else’s in their niche.
The question I get asked constantly by friends and clients is: “What is the best platform to build a website for a small business?”
The honest answer? It depends. However, most “best of” lists you see on this matter push DIY drag-and-drop platforms because they’re easy to market (or they are sponsored, lol). In reality, for the businesses I work with (and many small businesses aiming for real growth and authenticity), WordPress handles 90% of needs far better than the alternatives and is cheaper than hand-coding the website yourself.
Here is my breakdown based on hands-on experience and real client results to help you choose the best platform for your business.
My Recommended Platforms (and When to Choose Each)
WordPress (My Go-To for Most Clients)
WordPress is incredibly versatile, scalable, and cost-effective in the long term. With modern page builders like BricksBuilder or Elementor, it offers a low-code to no-code experience for clients while giving me full control as a designer. I can bring a design from Figma to a live website using best practices, ensuring great performance and SEO optimization.
With WordPress, you avoid the “locked-in” feeling of other platforms. There is also a vast library of plugins to choose from (though you should choose carefully to avoid conflicts between plugins and themes). These can handle everything from SEO to E-commerce: features you might not realize you need until the website is already running, such as specific payment/booking integrations or custom discount rules for your store.
Why it wins for my clients: You can create unique user flows, integrated booking systems (like Rezerv or YouCanBookMe), and e-commerce areas for merch or blog content that actually ranks. It serves your specific business needs without looking like a template.
These are examples of wellness-focused WordPress sites: clean, professional, and fully customizable to reflect a brand’s personality.
Shopify (For E-Commerce-Focused Businesses)
If you are primarily selling physical products (supplements, gym wear, recovery tools, merch), Shopify offers a quick setup for inventory, payments, and the checkout experience.
Fitness and wellness e-commerce examples: sleek, conversion-focused, and mobile-optimized out of the box.
The problem I usually find with Shopify is that the templates can feel generic and are harder to customize or scale creatively in the future. You are locked into their system, and it is not always ideal for SEO if you plan on doing heavy content marketing or blogging.
Wix or Squarespace (For Simple Needs)
These are fine if you want a quick landing page, have zero technical background, and are okay with a generic look. But if growth is the goal (adding bookings, customizable blogs, multiple custom post types, or unique features), this might not be the best option.
Many wellness sites on these platforms end up looking “nice” but are difficult to truly customize. Often, things don’t look right once you apply your own images, colors, and fonts. When the design feels inconsistent across pages, it reduces your brand’s credibility. Everything starts to look DIY and unprofessional, which can cause visitors to leave your site quickly.
Webflow or Framer
These are stylish and powerful, but they demand more HTML/CSS/JS knowledge. They are great for designers, but less ideal for most small business owners who want to manage the website themselves after the initial build.
Real Client Case Studies
I recently helped two clients improve their business and traffic by moving their websites from Squarespace to WordPress. We implemented custom designs that fit their specific needs and branding, resulting in a consistent user experience and a higher level of professionalism, you can read the case studies below:
Paperbacks in Saigon
Paperbacks in Saigon is a unique bookstore that specializes in providing English-language books and novels to customers in Vietnam. Read case study of Paperbacks website here.
Ocean Blue Tree
Ocean Blue Tree is a dedicated organization that supports bold initiatives to safeguard our planet’s life source: the ocean. Read case study of Ocean Blue Tree website here.
Questions I usually ask clients to determine which platforms suit them:
When a new wellness business owner contacts me, I run through these questions:
- What is the main goal? (Lead gen/bookings vs. selling products)
- Do you want a truly unique design, or is “good enough” fine?
- How comfortable are you with tech and updates?
- What is your budget now versus 1–2 years from now?
- Will you need to scale? (e.g., adding courses, memberships, or multilingual support)
The Verdict:
If it’s pure e-commerce: Shopify.
If you want a professional look with growth ambitions: WordPress with a good page builder and a reliable designer (like me!).
If it’s a simple one-page site and you have zero tech skills to maintain it: Wix/Squarespace.
The Bottom Line
Don’t settle for a generic template that makes your business look like everyone else’s. Choose a platform that allows your unique brand to stand out while maintaining the flexibility to grow.
If you’re a health, wellness, or fitness business owner looking for ways to increase product sales, get more bookings, and move away from a “tame” website: let’s chat. I’d love to help you build (or fix) a site that actually converts.
What platform are you currently using, and what is your biggest frustration? Drop a comment or DM me @binhbydesign on Instagram. I’m happy to give quick feedback on your current site!
