Any entrepreneur will tell you, launching your app is only half of the battle. The next step is marketing what you’ve built. And while there’s a host of tactics for mobile app marketing, creating a website is must-do #1.

The choice is to go with custom website development or a templated website builder like Wix. Let’s talk about the pros and cons for marketing your mobile app.

The Difference Between A Custom Website vs. Wix

What’s the difference between a custom-built website and a website builder like Wix or Squarespace? It comes down to three main distinctions.

Custom websites are built by developers for you while anyone can create a Wix site themselves. But with that freedom comes with limited flexibility. With custom websites, you have total control over the code meaning the sky’s the limit in terms of creativity. Wix’s pre-built templates limit your creativity to the platform’s capabilities.

Importantly, custom websites tend to have higher upfront costs, especially with hiring developers to build for you. Wix has plans for every price point, but there are monthly fees to consider too.

Choosing Between A Custom Website and Wix For Mobile App Marketing

Beyond the three main differences between these platforms, there are other considerations for mobile app marketing.

Ownership

With a site like Wix, you’re at the mercy of the platform. So if it goes under, you lose your entire site. Look at small businesses on Twitter and TikTok. Those who placed their faith in larger platforms are now at risk of losing business as these two platforms fail and face government intervention.

With custom website development, you own the entire thing which gives many people peace of mind.

SEO

A custom website provides better opportunities for search engine optimization (SEO). Relating back to flexibility, you’re able to edit code, add schema markup and so much more with a custom site. Website builders like Wix limit your ability to edit backend SEO.

However, if your marketing strategy places more emphasis on paid traffic, social media and in-person referrals, then using SEO for organic traffic may not be important.

Scalability

Using pre-built templates from sites like Wix or Squarespace limits your business scalability. A custom website can be scaled to accommodate the needs of a growing business without the need for significant changes to the platform. So as your app iterates and audience grows, your website can reflect that.

Customer Service

With custom website development, your freedom also means troubleshooting issues alone. There is no Help section or a dedicated customer service line to call. That’s why choosing a good web development team is so important. With a website builder, you have access to a dedicated customer service team and plenty of reference materials to solve your problem which can come in handy for non-technical people.

Security

Building a custom website means you have full control over security measures and can implement features to protect your website and customer data. But if you’re uninformed, poor security leaves you susceptible to hacking and data breaches. Wix or Squarespace comes with built-in security, although it may not be to the level you want. Consider your digital security acumen since data breaches can ruin your business reputation.

Maintenance

Website builders come with maintenance included in your monthly/yearly subscription. This can save you plenty of headache when things break or need updating.

Custom websites require ongoing maintenance and updates too, but you’re on the hook for everything. Either you’ll have to DIY or hire a development team to handle the work. It’s something to consider when adding up costs.

Custom Website Development FAQs

1. What can I expect with custom website development services?

These services involve creating a tailored website from scratch, including designing the layout, functionality, and features to meet your business requirements.

2. How much does custom website development cost?

The cost of custom website development varies depending on factors such as the complexity of the design, the number of features required, the development platform, and the developer's project rate.

3. How long does it take to develop a custom website?

The timeline for custom website development can vary depending on the scope of the project. Factors that can affect the timeline include the complexity of the design, the number of features required, and the responsiveness of the client. A typical custom website can take anywhere from a few months to 1 year to complete.

4. How can I vet different web development companies?

List your needs first. Then visit sites like Clutch.co to get an idea of the dev agencies in your area. You can also see portfolios and reviews.

Visit the listed sites individually to see case studies and get a feel of the company – do their values reflect yours? Check their Google reviews for more information and set a meeting to talk.

5. What features should I include on my custom website?

Features depend on your product and audience, but common ones include a contact form, social media integration, a blog and a mobile-friendly design.

The Bottom Line

Choosing between a custom website and a website builder like Wix depends on your product, timeline, budget and resources. The best first step is to research local web development agencies and website builders to see what feels right. 

About The Author:

Ashley Montgomery is copywriter & content strategist for Codesmith. Since the days of Content is King, she's helped businesses find their voice with customers. Her other creative outlets include vintage teapots and pyrography.