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Wix

Portrait of Robert Klimant, co-founder of Roelu Studio
Robert KlimantCo-founder

What is Wix?

Wix is a hosted website builder designed to let anyone create a site without coding. It offers hundreds of templates, drag-and-drop editing, and built-in features for e-commerce, bookings, blogging, and forms. Wix targets small businesses, freelancers, and individuals who need to be online quickly without engaging a designer or developer. It bundles hosting, SSL, and basic SEO into the subscription.

Why it matters

Wix does exactly what it advertises. A salon, a freelance photographer, a local restaurant — all are well served by Wix and would be over-engineering anything more custom. The problem is when a fast-growing company stays on Wix past the point where it fits. Page speed lags. Design fidelity ceilings hit. SEO controls are limited. Migrating off is painful because exporting is restricted and URLs do not always transfer cleanly. As a starting point for a one-person business, Wix is a sensible choice. As the website of a VC-backed scale-up doing serious pipeline, it is the wrong tool — not because Wix is bad, but because the requirements have changed.

How it works

You sign up, pick a template, and edit it in the Wix Editor — a drag-and-drop canvas with widgets for galleries, forms, e-commerce, and more. Hosting and SSL are included in every plan. Wix uses AI to suggest templates, copy, and design choices automatically. For more advanced needs, Wix offers Velo, a developer mode that allows custom code and database work, but most users never touch it. Sites publish to Wix's infrastructure, and the platform handles updates, security, and basic SEO settings. Custom domains are connected via DNS in a few clicks. Pricing scales with features, storage, and e-commerce volume.

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