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WordPress, website builder or custom build: choosing the right technology
WordPress, website builder or custom development: pros and cons, running costs and a decision aid for your company website.
Web design
CMS and technology: what exactly is it?
Behind every website lies a technical decision: how is content stored, who may change it, and how is the site delivered? Three basic models have become established. Website builders are all-in-one offerings in which design, hosting and editing sit in a single account. Content management systems such as WordPress run on your hosting and offer an editing interface, themes and extensions. Statically generated sites are built in full from source files and delivered as simple files.
Then there is custom development, where a system is tailored precisely to your processes, such as a customer portal or a configurator. It is the most flexible choice and also the most expensive, because every later change means developer work.
None of these options is good or bad in itself. Four considerations matter: how often does content change, and who does it? Which functions does the site need beyond text and images? What upkeep do you want and are you able to provide? How important are speed and data protection? With the answers, the choice is usually narrowed down quickly; the decision tree further down takes you through them in seven questions.
Background
CMS and technology: why it matters.
The technology is chosen before it is visible, and it can only be changed later with considerable effort. Anyone who lets themselves be guided by the offer that sounds cheapest often ends up paying in upkeep, restrictions or moving costs.
Myth: “WordPress is always the right choice because everyone uses it.” Fact: WordPress is widespread and flexible, but it comes with duties, namely updates, extensions and security. For a site with ten pages that rarely changes, a leaner solution can mean less work.
Example (fictional): a tax advisory firm with seven pages and a contact form needs no shop, no user accounts and no daily editorial work. A statically generated site is fast, hard to attack and almost maintenance-free. A publisher with new articles every day and several editors, on the other hand, needs a system with roles and an editorial workflow.
Overview
CMS and technology: building blocks and variants.
WordPress and other CMS
A wide choice of themes and extensions, easy for non-specialists to edit. Requires regular updates and attention to security.
Statically generated site
Very fast, hard to attack, little maintenance. Content is managed through source files or a lightweight editing tool.
Headless and modern frameworks
Content and presentation kept separate. Sensible for large projects and several output channels, usually oversized for small sites.
Custom development
Tailor-made for special processes. The greatest freedom, and the greatest ongoing responsibility.
Shop systems
Specialised solutions for product range, shopping basket and payments. The choice depends on size and integration; details under Online shops.
The four routes compared directly
The following table sorts the common routes by the criteria that matter in everyday use. It shows tendencies: in an individual case a lot depends on the actual implementation, and within each group there are big differences.
| Criterion | Website builder | WordPress (CMS) | Statically generated | Custom |
|---|---|---|---|---|
| Getting started | Very quick, little prior knowledge needed | Quick with a suitable theme, setup needs experience | Medium, structure and templates have to be created | Slow, everything is planned and built |
| Editing it yourself | Easy in the browser | Good, familiar interface | Via text files or a connected editing tool | As required, has to be built in |
| Design freedom | Limited by templates | High, depending on theme and builder | Very high | Unlimited |
| Speed | Medium, often many third-party scripts | Very variable, needs optimisation | Usually very good | Depends on the implementation |
| Security and upkeep | The provider maintains the system, you maintain the content | Updates needed for core and extensions | Small attack surface, little upkeep | Upkeep by a developer needed |
| Data ownership and switching | Export often limited, tied to the provider | Good, content can be exported | Very good, the files belong to you | Good, if code and documentation are handed over |
| Running costs | Monthly fee, extensions cost extra | Hosting plus maintenance, licences for add-on products | Hosting, possibly an editing tool | Hosting plus developer time for changes |
| Suited to | Small, simple sites with infrequent changes | Sites with regular content and editorial work | Company sites with a clear structure and a wish for speed | Special processes, portals, configurators |
Do not read the table as a league table. “Better” only exists in relation to your requirements: if you never change anything, you do not need an editorial system; if you publish daily, you do.
Decision tree: which route suits you?
Answer the questions in order. Where an answer clearly narrows the choice, this is noted. The result is a direction, not a commitment; you make the final decision after a consultation.
- Should the site have special functions that go beyond text, images and forms (customer account, configurator, booking with payment, interfaces)? Yes: look at shop systems or custom development. No: continue.
- Does content change several times a week, or do several people work on content? Yes: an editorial system such as WordPress makes sense. No: continue.
- Do you want to change content yourself, even without technical knowledge? Yes: a website builder, WordPress or a static site with a simple editing tool are options. No: a static site maintained by your service provider is a good direction. In both cases, continue to question 4.
- Are speed, a small attack surface and low upkeep especially important to you? Yes: statically generated. No: continue.
- Do you have a small budget and need a simple site quickly? Yes: a website builder, keeping data protection and export options in mind. No: continue.
- Are you prepared to look after updates and security, or to have them looked after? Yes: WordPress is possible. No: a website builder or a static site.
- Does the site have to keep running for years without being tied to a provider? Yes: prefer systems with export and your own hosting (WordPress, static, custom).
If two routes remain after the seven questions, the overall calculation over three years decides (see further down). If you answer several questions with “do not know”, you should clarify the requirements first. A site structure helps with this, recording what your site needs to be able to do.
Website builder: checklist before you sign up
For many people, website builders are a legitimate way to get started. Problems rarely arise at the beginning, but after two or three years, when requirements grow or the provider changes its terms. So check in advance:
| Question | Why it matters | What to look for |
|---|---|---|
| Can you export your content? | Otherwise switching to another system means a rebuild from scratch | Export of text, images and page structure in usable formats |
| Is the domain registered in your name? | Otherwise your address depends on the provider | Register the domain externally or clarify ownership |
| Which data goes to third parties? | Data protection: fonts, statistics, embedded content | Settings for external services, data processing agreement |
| How quickly does the site load on mobile? | Many website builders load a lot of code | Measure the provider's example sites |
| How are the prices tiered? | Functions often cost extra, prices change | Total cost with all required functions over three years |
| Is the accessibility of the templates documented? | If the BFSG (German Accessibility Act) applies to you, you are responsible | Information from the provider, your own spot checks |
| How do you cancel, and what happens afterwards? | The site disappears when you cancel | Notice period, format, handover of data |
| Can the code be customised? | For special requirements you need room to manoeuvre | Access to your own style rules and embeds |
A website builder makes particular sense if the site stays small, is rarely changed and the monthly fee is a deliberately budgeted part of your costs. It makes less sense if you want to grow, need special functions or value independence. On data processing, usage rights and BFSG obligations: this is not legal advice; if in doubt, ask a lawyer.
Understanding WordPress: structure, duties, choosing extensions
WordPress consists of four parts: the core (the software itself), the theme (design), the plug-ins (additional functions) and the database (content, settings). All four have to fit together and be maintained. The wide choice is both a strength and a risk: every extension can slow the site down, clash with others or contain a vulnerability.
Six questions before every plug-in
- Do I really need the function, or would a small adjustment in the theme do?
- Is the plug-in actively maintained (last update, compatibility with the current version)?
- How many sites use it, and how widespread is it? Very rare plug-ins are riskier.
- Does it load scripts from third-party servers, and is that acceptable under data protection law?
- What does the licence cost in the long run, and what happens if the developer gives up?
- How can the function be removed without losing content?
Theme and page builder
Many themes come with page builders, which let you design pages with the mouse. That speeds up the start, but often produces a lot of code and ties your content to the tool. Alternatively, you can use the standard WordPress editor with a lean, purpose-built theme. That is faster and more independent, but requires more development work at the start.
Duties in day-to-day running
- Keep core, theme and plug-ins up to date, with a backup beforehand and a test.
- Delete plug-ins and themes you do not need, rather than just deactivating them.
- Users with minimal rights, two-factor login for administrators.
- Keep an eye on the database and media library: clear out old versions and unused images.
- Choose hosting that offers current PHP versions and caching.
The Website maintenance page goes with this and describes day-to-day running in detail.
Statically generated sites and modern frameworks
A static site consists of finished files. During the “build”, all pages are generated from templates and content in a single pass and then placed on the server. Visitors are simply served the file, without a database or a program having to do any calculating. That makes the site fast, robust and hard to attack. This website is built the same way.
Content can be managed in different ways: as text files, through an editing tool with a browser interface (a so-called headless CMS), or by the service provider. Functions that need server logic, such as forms, are handled by small supplementary programs or services. It is important to bear data protection and deliverability in mind.
| Question | Answer for static sites |
|---|---|
| Can I change text myself? | Yes, if a simple editing tool is set up. Alternatively, commission the service provider |
| How does a contact form work? | Through a small server program or a service that delivers the message; spam protection and data protection information are part of it |
| What happens when there are lots of visitors? | Finished files are easy to distribute and cope with a lot of load |
| How much work are changes to the structure? | As with any development: with a clean template structure, they are manageable |
| Do I need programming skills? | Not to maintain the content, if the tool is right; for the build, yes |
| What about site search or a customer account? | These need external services or additional programs; beyond a certain complexity, that speaks for a different system |
Modern frameworks go a step further: they build pages from components and only deliver interactive parts when needed. For large projects that can be worthwhile; for a business-card site it is usually more effort than benefit.
Custom development: when, and what to look out for
Custom development means that functions are programmed to match your processes exactly. It pays off when there is no standard solution, or when processes are so unusual that adapting a standard would cost more than building from scratch. Typical occasions are customer portals, configurators, booking systems with their own rules and connections to internal systems.
Risks and how to limit them
- Dependence on one person or company. Ask for documentation, access to the source code, a handover plan and access credentials in your name.
- Ownership and usage rights. Settle in the contract who owns the code, whether you may change or pass it on, and what applies to any third-party libraries used.
- Maintenance. Custom software needs updates and security care like any other. Decide who does this and what it costs.
- A growing wish list. Without a clear scope, projects grow gradually. Split the work into stages and assess each step on its own.
- Tests. Ask for automated tests, or at least documented manual tests, for important processes.
Ask yourself honestly whether a standard system with small adjustments would be enough. It is usually cheaper to adapt your processes slightly to a proven solution than the other way round. Sometimes it is not, and then a bespoke solution is the right choice.
Total cost over three years: how to calculate
The starting price is only one part. Compare the routes over a fixed period, ideally three years, and work out every item. The following scheme applies to every route. The figures in the example after it are chosen freely, to show the method.
| Item | Question |
|---|---|
| One-off: concept and design | What does the build cost, including copy and images? |
| One-off: setup and launch | Domain, hosting, certificate, migration of content |
| Ongoing: licences and hosting | Monthly or annual amounts for the website builder, plug-ins, server |
| Ongoing: maintenance and security | Your own time or a service provider, depending on the rhythm |
| Ongoing: changes and upkeep | How often does something change, and who carries it out? |
| Risk: downtime and repair | What does an outage or an attack cost, and what precautions are included? |
| Risk: switching at the end of the term | How much effort would a later move take? |
Worked example with freely chosen figures
Suppose a website builder costs €30 a month. Over 36 months that is €1,080, plus design and copy as a one-off cost. A statically generated site might cost €8 a month in hosting, but every change by the service provider takes half an hour of work. With twelve changes a year, that adds six hours.
Whether the website builder is cheaper depends on the hourly rate, the number of changes and the design effort. The example is only meant to show this: if you compare only the monthly fee, you overlook items.
We are happy to work out the options for you based on your figures. The method we use to calculate is set out under How we calculate.
Three businesses, three decisions (fictional examples)
Business A: roofing firm with five employees
Requirements: seven pages, one form, rare changes, mobile visitors, a wish for fast loading. Upkeep wish: low, changes once or twice a year.
Decision: statically generated site maintained by the service provider. Reason: little upkeep, fast site, small attack surface.
Business B: trade publisher with a daily blog
Requirements: daily posts, three editors, comments, newsletter integration, site search.
Decision: WordPress with a lean theme and carefully chosen plug-ins, monthly maintenance. Reason: editorial workflow, roles, existing integrations.
Business C: machine manufacturer with a configurator
Requirements: customers put machines together, prices follow from rules, interface to the merchandise management system.
Decision: custom development for the configurator, with the company site around it static or on a CMS. Reason: the rules and the integration cannot be solved with a standard.
All three decisions follow from requirements, not preference. Anyone who starts with the question “What should the site be able to do?” usually arrives quickly at a sound choice.
Moving to a new system: checklist
- Take stock: list all pages, images, documents, forms, redirects and third-party embeds.
- Secure your analytics: record visitor numbers, key pages, rankings and search queries (the “before” figures).
- Reorganise content: what stays, what gets reworked, what goes?
- Define addresses: every old address gets a new one or a redirect. The details are under Relaunch and in the article 301 redirects.
- Build a test environment: the new system with copied content, not visible to search engines.
- Check functions: forms, sign-ins, search, shop processes, email delivery.
- Switch over: at a quiet time, with a way back if problems arise.
- Follow-up checks: watch error pages, redirects, indexing and visitor numbers over several weeks.
The better the preparation, the fewer visitors are lost. A move under time pressure is the most common source of drops in visibility.
Myth versus fact: misconceptions about choosing technology
| Myth | Fact |
|---|---|
| WordPress is insecure | WordPress is only as secure as its upkeep. Outdated installations with many plug-ins are the risk, not the system itself |
| Website builders are cheap | They are inexpensive to start with. Over the years, fees, extra functions and lock-in add up |
| Custom programming is always better | It is only better when standards do not fit. Otherwise it means more effort and more obligations |
| Static sites are for developers | With a suitable form of upkeep, they suit any business that changes things rarely and values speed |
| The system does not matter, as long as the site looks good | Technology determines loading time, security, upkeep costs and room for manoeuvre. The look can be achieved in many systems; the follow-on costs differ greatly |
| With the right plug-in, anything can be solved | Every plug-in is extra load and extra risk. Less is usually better |
Self-test: does your technology still fit?
- Can you say in under five minutes which system your site uses and in which version?
- Do you know who has access to hosting, domain and the admin area?
- Have updates been applied in the last three months?
- Do you use every extension that is installed, and can you say what it is for?
- Does the site load quickly on mobile? Measure your home page in PageSpeed Insights.
- Would you be able to export the site and take it with you if the provider doubled its prices tomorrow?
- Does the system offer all the functions you need, or will soon need?
More than two answers of “no” or “do not know” are a sign that the technology needs attention. A conversation about alternatives costs nothing; the answer may also be that everything can stay as it is.
Types of hosting at a glance
| Type | Description | Suited to | Notes |
|---|---|---|---|
| Web hosting (shared) | Several customers share a server | Small to medium sites with moderate visitor numbers | Inexpensive, but performance depends on the load |
| Managed hosting for one system | A server tuned to one system (for example WordPress), with maintenance services | Sites that value convenience | Less effort on your side, higher fee |
| Virtual server | Your own server with guaranteed resources | Larger projects, special software | Maintenance and security are your responsibility or your service provider's |
| Static hosting with a delivery network | Finished files are distributed worldwide | Static sites, fast delivery | Bear data protection and contract issues in mind |
| Website builder hosting | Hosting is included in the website builder package | Small sites without technical support | Little control, tied to the provider |
The type matters less than the fit: how many visitors do you expect, what software runs on it, and who looks after the server? For most company sites, a solid plan with a provider based in the EU and good availability is enough. For ongoing upkeep, see Website maintenance.
Terms used in website technology
- CMS
- Content management system: software used to manage content in the browser.
- Theme
- The design template of a CMS.
- Plug-in
- An extension that adds a function to a system.
- Page builder
- A tool for designing pages with the mouse, often with a lot of additional code.
- Static site generator
- A program that produces finished pages from templates and content.
- Headless CMS
- An editorial system that only manages content and makes it available through an interface.
- Hosting
- Space on a server where the website is stored.
- API
- An interface through which programs exchange data.
Our work
CMS and technology: what we do for you.
Gathering requirements
Who looks after which content, how often, and with what knowledge? Which functions are necessary, and which are merely nice to have?
Comparing options
We show you two or three suitable routes with their pros and cons, running costs and risks.
Justifying our recommendation
With the reasons why something does not fit, not just why something does.
Planning the move and data transfer
If you switch: which content, addresses and data come along, and what the redirects look like.
Securing your independence
Domain, hosting and access credentials in your name, source code and content in formats you can take with you.
Quality
CMS and technology: how to recognise good work.
- The choice is justified by your requirements, not by habit
- Domain and hosting are in your name
- You can export your content and take it with you
- The running costs have been estimated over three years
- It is clear who carries out updates and who can be reached in an emergency
- The number of extensions is limited, and each has a purpose
- Data protection and loading time were taken into account in the selection
- There is documentation on how the site is built
Costs
CMS and technology: what it costs.
To put it in context, start-up costs and running costs count together. Our projects start from €2,500, typically €5,000 and above; a website builder is cheaper at the start, but can become more expensive over the years through fees and restrictions. We will work out the options for you over a period of three years.
The calculation behind this: How we calculate.
What determines the price
- Licence and hosting fees per month or year
- Upkeep for updates and security
- Effort for changes by third parties
- Costs for extensions and additional functions
- Effort for a later switch
What you can prepare
- A list of the functions you really need, separate from the “nice to have”
- Who is to change content in future, and how often
- Existing systems to be connected (till, appointment booking, merchandise management)
- Current access to domain and hosting
- How much upkeep you would like to take on yourself
Pitfalls
CMS and technology: common mistakes.
- Choosing technology by popularity rather than by requirement
- A website builder plan without a look at export options and data protection
- A hundred extensions for functions that a few lines of code could handle
- Hosting and domain held by the service provider, with no access of your own
- Custom development although a standard would be enough
Frequently asked questions
Questions about CMS and technology.
What is a CMS?
A content management system is software with which you manage text and images in the browser, without programming knowledge. WordPress is the best known; there are many others.
Are website builders bad?
No. For small sites they can be enough. Check data protection, loading time, export options and what happens if the provider changes its prices.
What are the running costs?
That varies greatly: website builders and hosting have monthly fees, WordPress needs maintenance, custom solutions need developer time for changes. A calculation over three years is more meaningful than the price at the start.
Can I switch from a website builder later?
Text and images can usually be carried over, but the design and the functions have to be rebuilt. Plan it like a relaunch, with redirects.
Is a static system too technical for me?
Not if we agree on the upkeep for you or set up a simple editing tool. For sites that rarely change, the effort is very small.
Where can I find more on choosing?
In the article WordPress or custom we compare the routes in detail.
How long does a system last before it has to be replaced?
Well-maintained systems run for many years. Problems arise when vendors end support, plug-ins become outdated or requirements change. Plan a review of what you have every few years.
Can I add functions later, such as a shop?
Usually yes, but with varying effort. With website builders, functions are often only available at an extra charge or not at all; with WordPress there are extensions; with custom solutions, new work is built. You will find more on the subject of shops on the Online shops page.
Who should own the domain and hosting?
You yourself or your company, as the holder of the contracts. Service providers get access, but not ownership.
What does it mean when a provider talks about “no code”?
This refers to tools with which functions can be put together without programming. For simple processes that works well. With special requirements, data protection rules or performance needs, they reach their limits, and dependence on the provider grows.
Is switching systems a chance for a fresh start with the content?
Yes, and you should make use of it. A system change is a good moment to merge pages, drop outdated material and sharpen the structure. Plan the redirects carefully.
Guides
More to read.
What does a website cost? The price factors at a glanceWhat a business website costs depends on scope, features, content and ongoing support. These are the factors that determine the price.Read more →Website relaunch without losing rankings: how to proceedHow to relaunch a website without losing visibility on Google: audit, content plan, redirects and checks after launch.Read more →Responsive Web Design: What It Is and Why It Is the StandardResponsive web design explained: how websites adapt to smartphone, tablet and desktop, why it matters to users and Google, and how to tell if yours does it well.Read more →Accessible websites: the basics and the BFSGAccessible websites explained: why accessibility matters, what the BFSG regulates, which requirements apply (WCAG) and how to get started.Read more →Cookie banners and privacy: the essentialsCookie banners and consent: when a banner is needed, which services you can avoid, and how to build a privacy-friendly website.Read more →WordPress or custom-built? Choosing the right systemWordPress, other site builders or content management systems, or a custom solution: pros, cons and criteria for choosing for a business website.Read more →Optimising website images: format, size, loading timeOptimising images for websites: the right formats (WebP, AVIF, JPEG), suitable sizes, compression and lazy loading for fast loading times.Read more →Writing website copy from the customer’s perspectiveWebsite copy that sells: the customer’s perspective instead of self-description, clear benefits, direct address and a structure from headline to call to action.Read more →Designing a Contact Form: More Enquiries, Fewer FieldsDesigning a contact form: which fields you need, how to lower barriers, keep spam out and comply with data protection. Practical tips for more enquiries.Read more →Website maintenance and security: what to do regularlyWebsite maintenance and security: updates, backups, passwords, HTTPS and monitoring. The key tasks that keep your website secure and fast.Read more →
CMS and technology for your business: shall we clarify it?
Where does it get stuck with CMS and technology? A brief note is enough; we will sort out the rest in conversation.