2022 Wix Review: Who This Site Builder Is Best For
This article is part of a larger series on Small Business Websites.
Our expert Wix review shows it’s an extremely popular, beginner-friendly website builder. The all-in-one website builder is easy to use, offers a wide range of built-in and third-party features, and provides more extensive design customization than its competitors. Plus, the extent to which you can build a website that looks custom-designed truly sets Wix apart.
What We Like
- 800+ premade templates
- Extensive design customization
- Beginner-friendly and intuitive
- Niche ecommerce tools for service businesses
- No commission fees for ecommerce
- Plans are slightly more expensive than competitors
- Lower-tier plans have minimal storage and bandwidth
- Edit HTML via widget only
- Can’t change templates without starting over
- Custom site design
- Online stores
- Fitness pros and gyms
- Service providers
The Wix website builder has more than 800 templates, a true drag-and-drop editor, and hundreds of premade content blocks. Even web design beginners can quickly build a great site, and more experienced users can build a highly custom web design without knowing a line of code. Read our step-by-step instructions for how to build a Wix business website, or continue reading to see our full Wix website builder review.
Who Our Wix Review Shows It’s Best For
Wix has a great combination of modern, design-forward templates, a very customizable editor, and ecommerce and marketing features. These make it a top choice for online sellers, restaurants, and businesses providing a service. It’s also ideal for any small business that wants an attractive site design with enough built-in features to help them grow and scale.
Based on our Wix website builder review, we recommend it for:
- Beginners with no design experience: Wix has two editors: a drag-and-drop editor and Wix’s artificial design intelligence, or Wix ADI. The drag-and-drop site builder is powerful, intuitive, and easy to use, making Wix the top drag-and-drop website builder around. However, with all this customizability comes the potential for poor design—true beginners can avoid mistakes using the Wix ADI to generate a template instead.
- Businesses wanting a custom website: Wix is the best option for small businesses that want a website with a custom-designed look without dabbling with code or a complex system like WordPress. Wix not only has a fantastic, true drag-and-drop builder for unique design, but it also has solid native features and over 300 third-party integrations to extend your site’s functionality even further.
- Ecommerce businesses: Wix has a great mix of robust essential and niche ecommerce features starting at $27 per month. For this price, you already get advanced features like abandoned cart recovery and social media selling, which cost more with Shopify. This plan also includes a slew of niche tools for restaurants, event venues, service businesses, and artists, among others.
- Freelance professionals: Wix’s design capabilities start before you even get to the editor. Unless you opt to use the Wix ADI, when building your site you get to choose from a template library of over 800 different themes for various industries. Whether you’re an interior designer or a management consultant, there is a template with the design and features your website is likely to need.
- Fitness pros and businesses: Wix Fit is a native fitness management software complete with streaming services, an online store, membership and subscription packages, an appointment booking system, and even a branded mobile app. It comes in the first ecommerce tier at $27 per month. For fitness professionals, you’d be hard-pressed to find a better solution than Wix.
- Restaurants: Wix has an app dedicated specifically for restaurants, called Restaurant Reservations. It integrates seamlessly with any Wix website, and although it has limitations, it’s still a straightforward way to handle reservations for a small to mid-sized restaurant. Wix topped our list of the best restaurant site builders, and its first ecommerce tier includes restaurant features for reservations, online ordering, and custom menus.
- Service-based businesses: Wix Bookings comes with all of its ecommerce plans (starting at $27 per month). This easy-to-use app integrates seamlessly with your website and payment system, offers multicalendar syncing, and is one of the easiest booking apps we’ve ever come across in any site builder.
- Bloggers: Wix is one of the best blogging platforms. For small bloggers with presumably not a whole lot of cash to burn, $16 per month for the Combo plan (the cheapest paid plan Wix offers) is a great deal. It also has marketing features to help your blog grow, like a site booster and the ability to monetize your blog with Google AdSense.
- Those wanting a free website: We don’t recommend that businesses use site builders’ free plans since they are hosted on subdomains and display ads, which takes away from your brand’s legitimacy. However, for those wanting a free website, or needing to start with a free website, Wix is a great option. You can build a Wix website for free, access all of its templates and design tools, and even integrate third-party apps at no cost.
Who Wix Isn’t Good For
Wix is one of the best website builders for small businesses, but that doesn’t make it the best choice for everyone. For example, storage limitations, especially in lower-tier plans, make it a poor website builder for content-heavy sites like image-based portfolios. And even though it offers a free version, Wix’s plans are slightly more expensive than its competitors, so small businesses on a tight budget may find it less than ideal.
Based on our Wix website builder review, we don’t recommend it for:
- Startups and small businesses on a tight budget: Although $16 per month for the cheapest professional Wix plan won’t exactly break the bank, there are cheaper website builders out there. For an affordable, beginner-friendly website builder, we highly recommend GoDaddy for unlimited storage and bandwidth on all plans and first-year pricing from $6.99 per month.
- Small ecommerce stores: Wix’s cheapest ecommerce plan costs $27 per month (or higher with month-to-month billing). A small online seller may find it too steep a price to pay. For a more affordable alternative, try Weebly. You get robust ecommerce starting in the free version or ad-free paid plans that include a free custom domain from $12 per month. Want more options? Take a look at the best free ecommerce website builders.
- Portfolio websites: Limited storage on all Wix plans (even the highest-tier plans) means it’s not a good choice for content-heavy websites, like digital portfolios. For sites with heavy visual content, use one of our top portfolio site builders like Squarespace—a great Wix alternative with an even sleeker design and unlimited storage and bandwidth on all of its plans.
- Real estate agencies: Limited storage in lower-tier plans limits your ability to post high-quality images of listings. Wix also doesn’t currently support native Internet Data Exchange (IDX) integration, but you do have the option to add it through Wix Velo, its coding feature. Agents looking for easier ways to get online should use GoDaddy, or another of our top recommended real estate website builders.
Wix pricing for non-commerce websites starts at $16 per month (when paid annually). This is pricier than its competitors, especially as storage and bandwidth are extremely limited on the entry-tier plan. Most small businesses will find that Wix’s most competitive plans are the Unlimited and Business Basic plans.
Price per Month*
Free Domain or Connect Your Domain
Built-in SEO Tools
$300 in Ad Vouchers
Memberships & Subscriptions
Event Ticket Sales
Online Bookings With Payments
*On an annual billing cycle; monthly billing is also available at a higher cost
**Plus niche features and tools for online stores, restaurants, event venues, fitness and gyms, service-based businesses, and artists
For more information, select a plan from the drop-down menu below:
Wix’s Free plan is one of the best ways to build a free website. You get free rein to test out both of its editors (the drag-and-drop editor Wix is famous for and the Wix ADI, which uses artificial intelligence to create a template for you) and access its 800-plus templates. Whichever you choose, you’ll have a good idea of the designs Wix is capable of, as you can also add any of over 300 apps from the Wix Marketplace.
Note that this plan still has limited features, is hosted on a Wix subdomain, and displays fairly prominent Wix ads. Hence, it’s not appropriate for any small business’ website, but it is a great way to test out the platform.
The Combo plan costs $16 per month billed annually or $23 month-to-month. With this plan, Wix ads are completely removed, a free custom domain is included, and you get a slight upgrade in storage and bandwidth.
As with the free version, you also have access to the Wix Marketplace for downloading and integrating third-party applications, including analytics, forms, and email marketing. It’s a decent plan to start with if you want a small site or a one-page website, or if you’re a blogger looking for basic features to grow your following.
The Unlimited plan costs $22 per month when billed annually ($29 month-to-month). This option gives more than double the storage (5GB) plus unlimited bandwidth.
You also get free site analytics for one year to see how your site is growing, its top web pages, and what areas you can further optimize. It’s a great choice for freelancers, mid-sized bloggers, or when you need to upgrade from the Free or Combo plan because your site is growing or gaining in traffic.
The next plan after Wix Unlimited is the Pro plan, but instead of the Pro, which costs $27 per month but lacks ecommerce, we suggest you subscribe to the Business Basic plan. These Wix plans cost the same ($27 per month billed annually or $34 month-to-month), but unless you are only looking for more storage, the Business Basic plan includes so much more than the Pro plan.
You get 50GB of storage and all the ecommerce features online stores need. It also comes with niche tools for restaurants, events, artists, service businesses, memberships, subscriptions, gyms, and fitness professionals. This plan comes packed with ecommerce features, especially compared to most competitors’ entry-level ecommerce plans.
For example, you can sell an unlimited amount of physical or digital products (including dropshipping, which you can do via integrations), and you get abandoned cart recovery and the ability to sell gift cards (through a third-party app). In contrast, similar features cost $29 per month on Shopify or a hefty $49 per month on Squarespace. However, these tools come at a lower cost with Weebly, whose highest plan tops out at $22 per month (with annual billing).
Aside from being able to sell online, upgrading to a Business plan allows you to use Wix Bookings and Wix Fit with your site. Wix Bookings is Wix’s native appointment and scheduling tool that integrates with Wix Payments, while Wix Fit is Wix’s native gym management feature. On this plan, you can also gate parts of your site for membership-based content, allow recurring payments for subscriptions, and sell tickets for events.
The Wix website builder has great design capabilities—the best in the industry—and site design is a breeze with its hundreds of premade templates and content block variations. It also has a wide range of native features that allow small to mid-sized businesses to grow and scale and hundreds of integrations to get even more from your small business website.
In this respect, only WordPress offers more customizability. If you want to see how they compare side by side, read our Wix vs WordPress review. Alternatively, keep reading our Wix review to see more of this platform’s key features for small business websites and learn what users say about the platform in online Wix reviews.
As part of our Wix review, we detail key Wix features in each of the drop-down menus below:
Wix Templates & Design Tools
Wix has two different site editors. With its classic drag-and-drop editor, the design freedom you get is unparalleled for a site builder. First, you can select from Wix’s library of over 800 templates. These templates span a range of industries like blogs, restaurants, services, and online stores.
Then, you can easily edit your site’s design by customizing your template in just about any way you envision by simply clicking on an element and dragging it anywhere on the page. Site design is intuitive and made even more manageable as any time you want to add a new content block to a page, there are multiple premade variations to plug and play.
On the other hand, if you use Wix ADI (which stands for artificial design intelligence), it’s even easier to get started and build a website quickly. Going this route, Wix will ask a few questions and assign a template based on your needs.
Instead of the drag-and-drop page builder, you’ll use a section-based editor to edit premade sections to flesh out your pages. While its design capabilities are much more limited than Wix’s classic editor, it provides a very sleek-looking site in a much quicker way and reduces the chance you’ll make mistakes or end up with a less-than-professional-looking website design.
Note that you can switch from the Wix ADI to the Wix Editor by hovering over the “Site” menu at the top of the ADI interface and then clicking on “Go to Editor.” You can also switch back from the Editor to the ADI site, but changes you make in the classic Editor won’t be applied to your ADI website.
No matter which editor you use, you can’t change templates without starting a new site, and transferring content by switching templates will result in deleted content. You can get around this by creating a new free Wix website, editing it, and transferring your domain name once the new site is ready. Despite this hassle, Wix still ranks as one of our top website builders, mainly because of its design customizability.
Integrations & Plugins
Wix reviews indicate its top draw is the amount of customization you get through intuitive design tools, native functionality, and the hundreds of integrations available in the Wix app marketplace.
With more than 300 Wix plugins available, you’re sure to find the features your website needs. Keep in mind that as you start to build your Wix website, these apps won’t be available to you if you use the Wix ADI.
Here are some popular apps you can download on Wix:
- Restaurants: DoorDash, Wix Restaurants Orders
- Blogging: Wix Blog, Comments, Site Search
- Travel: Vacation Rental Booking
- Ecommerce: Wix Stores, Wix eCommerce
- Dropshipping: Modalyst, Sprocket, Printful, Printify
- For marketing: 123FormBuilder and Payments, Mailchimp
- Gyms and fitness professionals: Wix Fit
- Service-based businesses: Wix Bookings
You can also add code to your Wix website (with a coding feature called Velo by Wix), and you can embed widgets and custom elements onto your website. However, these features stop short of allowing you to change your site’s HTML. While your site’s features won’t be as advanced as if you used a content management system like WordPress, with Wix, you get the most design and feature customization of any website builder available today.
Wix SEO Tools & Settings
Admittedly, in prior years, website builders weren’t the best for search engine optimization (SEO). However, today, Wix has solid SEO features, making it one of the best site builders for SEO. If you’ve dismissed all-in-one site builders for this reason before, now is the perfect time to see how much progress they’ve made as far as search engine optimization goes.
Basic SEO tools are built in to all Wix websites without the hassle of coding or plugins (like with WordPress). With the Unlimited or Basic Business plan and above, you get advanced SEO features and site boosters to help your site rank higher in Google.
To help you out, the Wix SEO Wiz provides a step-by-step guide for optimizing your website to get it to rank on Google. It includes everything from setting your homepage’s title to connecting Google Analytics to your account. Also, you can easily access the SEO settings of any page on your website from the site editor.
Focus on these Wix SEO features:
- Create title tags: Create descriptive, short, and memorable title tags for each page on your website through the page’s SEO settings.
- Add meta descriptions: Access meta descriptions via each page’s SEO settings. Meta descriptions appear in search results, giving people reasons to click on your listing. Include relevant keywords and keep each meta description between 140 and 160 characters long.
- Change page slugs: The page’s SEO settings will also enable you to change its slug. The slug is a page’s unique identifier in a URL (e.g., the word “slug” in the URL “www.yourwebsite.com/slug”). Change it to something specific, easy to type, and identifiable, like “store” for your shop, or use keywords to improve SEO.
- Connect your site to Google Search Console: Accessed automatically through Wix’s SEO Wiz, connecting your site to Google Search Console allows you to track your site’s traffic and resolve issues.
- Submit your sitemap to search engines: Unlike with WordPress, accessing your sitemap on Wix is incredibly easy. A sitemap is a directory of your pages, which you can then submit to Google Search Console, Bing, and other search engines for indexing. To access your sitemap on Wix, simply add “/sitemap.xml” to the end of your main domain URL (e.g., “www.yourwebsite.com/sitemap.xml”). Your first sitemap is automatically uploaded to Search Console through Wix’s SEO Wiz.
- Create redirects: Redirects are the pages your visitor will automatically be sent to when they land on an incorrect page (such as an old page being deleted or updated with a new URL). Setting up proper redirects decreases bounce rates, which in turn boosts SEO for your Wix website. To do so, access SEO Tools through the dashboard below Marketing & SEO, click on “URL Redirect Manager,” and then set up the redirect.
- Check your mobile website: Over half of Americans shop via mobile devices, and fortunately, creating a mobile-optimized Wix website is easy. All Wix templates are mobile-friendly, and changes on your desktop editor will automatically be optimized for mobile. To ensure this, click on the mobile editor and then on “Page Layout Optimizer” in the left menu bar.
Wix’s SEO features will help your website grow and scale, including the SEO Wiz, which walks you through the basics of optimizing your website. Even if you’re not a local SEO expert, Wix’s offerings are more than enough for your website to rank in search results. Before you launch your site, use our website basics checklist to make sure it’s fully set up for success.
Ecommerce Tools & Functionality
Wix’s cheapest ecommerce plan (Business Basic, which costs $27 per month) is a great value for the money, even compared to competitors. For example, on its most basic ecommerce plan, you get features like abandoned cart recovery, social media integration, the ability to sell an unlimited amount of products, and dropshipping via integrations.
Comparable features with Squarespace, for example, would cost $49 per month. In addition, the Business Basic plan includes niche features that would require you to purchase an add-on with Squarespace or subscribe to higher ecommerce plan tiers with Weebly or GoDaddy. For even more advanced features like marketplace selling and advanced shipping, upgrade to Wix’s $32 per month Business Unlimited plan.
Paired with Wix’s web design capabilities and other integrations, either the Business Basic or Unlimited plan gives you a beautifully designed store. You’ll have all of the features you need for small to mid-sized ecommerce, service-based businesses, online ordering, subscriptions, memberships, and more.
For most small businesses, these features are more than enough. However, to get scaled-up ecommerce features like customized analytics and reports or priority service, you’ll have to upgrade to its Business VIP plan, which is fairly pricey at $59 per month. For online sellers needing these tools, Shopify could be a better choice.
In short, Wix’s ecommerce capabilities are great—to an extent. If you’re a small business with a decent budget, Wix’s Basic and Unlimited plans offer good ecommerce features along with amazing design. However, for businesses on a tight budget, there are cheaper alternatives like Weebly, or for large ecommerce businesses, we suggest heading straight to Shopify instead.
Aside from being able to sell online, upgrading to a Wix Business plan opens you up to nifty tools. Among these is an appointment booking system that integrates seamlessly with Wix Payments, and Wix Fit, with business tools for fitness professionals or gyms, to name just two. These are all native features that can help a variety of businesses grow.
If you fall into one of these categories, you’ll get access to very useful tools by upgrading to Wix’s Business Basic plan:
- Service businesses: Wix Bookings is a native, integrated booking system that lets your customers book and pay for appointments online. You can also create services for one or multiple providers, or extend classes, memberships, or subscriptions.
- Gyms and fitness professionals: Wix Fit is an online fitness management software complete with streaming services, scheduling tools, staff management features, an online store, and the ability to sell memberships and packages.
- Restaurants: Wix Restaurants is a tool that helps you create your own menus, take online orders and reservations, and receive payments.
- Events: Wix Events is ideal for businesses needing tools for event RSVPs, ticket selling, event promotion and management, and check-ins.
- Hotels: Wix Hotels is an all-in-one booking system for hospitality businesses that helps you manage your guests and your rooms, take reservations, and accept online and offline payments. It’s wonderful for managing vacation rentals as well.
- Artists: Aside from building membership-only pages and selling subscriptions, Wix allows you to sell digital products, like your artwork, or stream music and videos.
Ease of Use
Wix’s drag-and-drop editor is intuitive and easy to use, advanced, and ahead of what’s offered by Wix competitors. You get almost 100% freedom to design your site the way you want it to look. While it’s great for design, for complete beginners, it could be easy to overthink the process and end up with a poor website design. So while it’s easy to get the hang of how it works, it’s not necessarily the easiest for beginners.
Fortunately, Wix also has the ADI, using artificial intelligence (AI) to design your template based on your preferences and answers to a few questions. This editor is section-based, similar to GoDaddy and others. It provides less customizability, but it’s easy to use and master, especially if you’re new to the site-building game.
Aside from the editors, Wix’s features are designed for use by beginners. For example, it’s easy to set up third-party integrations or add Wix tools (e.g., a blog, online store, and so on) to your site. Wix’s SEO Wiz analyzes your pages and helps you optimize your website. Although it’s not the simplest website builder we’ve come across (Wix just provides too many choices for that), Wix offers the most customizability of any site builder without losing ease of use.
Though in previous Wix reviews we noted the lack of a live chat feature, we’re pleased to say that Wix recently added a live chat for certain languages. While it’s not perfect (it only offers live chat in eight different languages, and many aren’t 24/7), it’s a big step up from what they used to offer, which was phone support, their knowledge base, and an automated ticketing system.
All premium plans get 24/7 customer service, but only the highest-tier plan subscribers get priority support. This adds a priority support channel that you can reach by phone and priority tickets that automatically get bumped up the backlog. However, if all else fails, you can directly contact Wix through their social media channels (e.g., Facebook, Instagram, and Twitter), as they’re usually quite responsive, especially on Facebook.
What Users Say in Wix Reviews
Although Wix ranks highly in our list of beginner-friendly website builders based on our firsthand experience, the most compelling Wix reviews come from the users themselves. According to Wix reviews from users all around the web, it’s one of the world’s best site builders.
To learn more about what users say, read Wix reviews on top evaluation sites:
The beauty of Wix is that you can build a website for small businesses in almost any industry that will look good, with great functionality to boot. There are definitely simpler website builders out there, like GoDaddy and Strikingly, but Wix website builder reviews prove that it has a great mix of beginner-friendliness and customizability users love.
Best Wix Alternatives
Wix is one of the best website builders available, but it doesn’t mean it’s the best for everyone. Its drag-and-drop capabilities can be overwhelming if you’re new to website design, several features are locked behind higher tiers, and it isn’t the most affordable.
If you find Wix doesn’t have what you’re looking for, check out the best Wix alternatives:
Key Features Compared to Wix
Starting Cost per Month*
Starting Ecommerce Cost per Month*
*With annual billing; monthly billing is also available at a higher cost
**Weebly’s cheapest ad-free plan
While we didn’t list WordPress as one of the best Wix alternatives, the easiest way for those wanting to build a small business website on WordPress is through Bluehost. Its plans, which start at $2.95 per month, come with hosting, a free domain and SSL, and a drag-and-drop WordPress page builder—plus free installation and updates of WordPress. Read our Wix vs WordPress comparison for more details.
Expert Wix Review: Evaluation Criteria
As opposed to articles where we compare website builders side by side, for the purposes of this Wix review, we ranked Wix against a list of objective criteria. These are criteria we would use to review any small business website builder, and include factors such as cost, availability of a free plan, storage and features included, and overall value for the money. Wix scored 8.55 out of 10 against our 10-point benchmark.
When you consider the aggregate of expert end-user Wix reviews, it’s proven to be an advanced, all-in-one site builder and one of the best for building small business websites. Its tools for search engine optimization (SEO), ecommerce, and marketing are solid, and the sheer extent to which you can create a custom website with Wix is remarkable.
To build a professional website that looks custom and performs reliably, Wix is arguably the best site builder you can go with. Try the free version with no risk to see if it’s right for your business.
You Might Also Like…
- Leaning toward WordPress? See what it takes to build a WordPress website.
- Need to grow your website? Read our guide to search engine marketing.
- Now that you have your Wix store up and running, get more traffic to make it grow.