Wix Website Builder Review 2023 : Our Experience Using Wix…The Good & The Bad

So, you need to build a website, and you’re looking for a website building platform that is easy to use, simple to maintain, loaded with features, and affordable for all budgets. Unfortunately, it’s hard to find a way to have your cake and eat it too when building websites.

The good news is, Wix comes about as close as possible because the platform touches on all of those crucial points in some way, which is enough for most people. It’s an incredibly beginner-friendly website builder that makes it easy for anyone to jump right in and walk away with a website the same day.

Plus, it’s not only for newbies. Even if you have a website already but are looking for a facelift, Wix offers plenty of scaling features, SEO, blogging, and tons of apps to help you grow.

In this complete and comprehensive Wix website builder review, we’re breaking down all the nuts and bolts behind the platform so you can decide if moving over to Wix is the right choice.

Pros and Cons of Wix Website Builder


  • Drag-and-drop editor makes it easy to build your site
  • Excellent knowledge base
  • Consistent automatic website backups
  • Plenty of templates to choose from


  • Once the template is live, you can’t change it
  • There is a cap on how far you can scale with Wix
  • Lacking data and metrics for testing

Overview of Wix

Wix came into the market when many businesses didn’t understand that they could build a website themselves. Most people assumed you needed to hire a web developer, coders, designers, and a team of marketing professionals to put something together.

The platform brought self-developing websites to the forefront by utilizing celebrity endorsements to tell everyday users that they could also build their own website in a few hours using Wix.

Since then, the platform has grown to more than 100 million users because of its affordability, simplicity, and creative control.

One of the best things about Wix is that you can use it no matter what kind of business you’re in. The problem we find with a lot of website builders is they’re geared towards a specific audience. Whether you own a manufacturing company or a digital agency, it doesn’t matter. You can create a visually appealing and purposeful website using Wix.

They offer two different types of website builders. You can use the classic drag-and-drop editor where you pull elements from the side panel like images and text boxes and insert them onto the website to see how they look.

They’ve also implemented some artificial intelligence into their building process now. You can answer a series of questions regarding your business and website, and Wix will start to build a website for you. This is a great way for people who are unsure about what they need to get a jumpstart based on what other sites are already doing.

What Are People Saying About Wix?

To get an idea of what customers have to say about Wix, we turned to Trustpilot. Of course, we take everything we read here with a grain of salt because most people only turn to review sites when they have something negative to say. We take the good with the bad and try to come out with something tangible.

The reviews’ overall theme is that customer service with Wix is hard to get a hold of and that the sites don’t often optimize properly between mobile and desktop.

Here are some reviews from real customers to give you an idea of what we’re talking about:

This is the worst company ever.

This is the worst company ever. Their customer support is horrible. If you have any issues with their service, you are on your own. They don’t have a customer support number to call to get assistance. You have to communicate via their ticketing system, and it is useless. They don’t really care about you, and they respond to you whenever they feel like responding. All they want from you is pay for their subscription and that it. Find a hosting company where you can pick up your phone and call. I had an issue, and I didn’t get any help from them for 4 days after opening 3 tickets. Imagine how it is impacting your business. Don’t get fooled by their fancy advertisements. Stay away from them !!!!

We did some research to verify the validity of this comment and found it to be partially true. They don’t have a contact number, but you can request a callback from a customer service representative which is more than what many website builders offer.

Not responsive at all

I was deceived by the literature referencing “responsive” elements all the time. The responsiveness is diabolical. Sure, you can get a site looking pretty on your 4k desktop, switch to the mobile view, however, and it is a dog’s dinner. Elements thrown all over the place, the text hasn’t resized, optimizing makes it worse.

We would also agree that there are some issues with responsiveness from desktop to mobile. What ends up happening is, you need to exclude a lot of elements from mobile when you’re building the site because they don’t optimize automatically.

Overall, Wix has a 1.5 out of 5 stars on Trustpilot, which we think is a little unfair. But, that’s how it goes a lot of the time when most people only turn to reviews when they have something bad to say.

Is Wix Easy to Use?

The prominent standout reason that most people turn to Wix is that it’s easy to use. You get two different choices with building your website. You can use the ADI, an artificial intelligence builder, or do it yourself on the Wix Editor.

If you’re looking to have complete control over the design, you’ll want to build it manually. It’s very easy through the use of a drag-and-drop builder. All you need to do is choose what you want from the fields on the left and move them over to the website and place them where you want.

From there, you’ll have a variety of other choices regarding edits, text, images, and formatting of the field you placed on the site. The process is simple, and you can preview how the website looks on all platforms every step of the way.

If you choose to go with the Wix ADI, you don’t have the same freedom level. You’ll answer some questions about your website, and business and Wix will go to work building the website for you. You’ll only be able to make changes at the end, resulting in a lot more work if you had to make a bunch of changes to the AI design.

Our favorite thing about Wix is how functional the builder is. Some are clunky, slow, and difficult to use, but it really can’t get any easier than this. Wix always works perfectly, and the builder runs as efficiently as you could hope, 100% of the time.

What Kind of Website Can You Build with Wix?

So, what kind of website can you put together based on your business? What if you have some bizarre, out of the ordinary business, and you’re concerned Wix won’t cut it for you? We’re here to tell you that it doesn’t matter. Even if you don’t have a business and you’re creating a website for charity, personal use, blogging, ecommerce, or whatever – Wix can work for you.


Wix has a ton of templates to work for business websites and landing pages. If you’re trying to get the word out about your business and generate more attention, you’ll find plenty of relevant templates and features. Some of these include:

  • Contact forms
  • Subscription forms
  • Bookings
  • Email marketing
  • Social media integration
  • And much more


If you’re trying to sell products online, you can utilize Wix eCommerce. Using the builder or ADI, you can create a beautiful eCommerce store even if you’ve never done it before.

The platform permits you to sell unlimited products, and you can also create promotional codes, discounts, carts, and shipping all from Wix. They even have an extension called Ecwid that helps you keep track of things like abandoned carts, inventory, and traffic.

While Wix does offer eCommerce website building, if you’re making a lot of money in the digital space, we wouldn’t recommend jumping into Wix. Shopify and BigCommerce offer many more features, and their eCom platforms are more advanced, so you’ll want to use them.


When everyone thinks of creating a blog online, their mind always runs towards WordPress. While we respect and understand that, Wix offers a pretty great blogging platform. The features are relatively standard, and nothing stands out to us, but if you’re trying to rank content, Wix does offer some useful SEO features and apps that can help increase visitors to your site.

Can You Scale Using Wix?

One of the biggest issues we see with Wix customers is that they’re concerned they’ll outgrow their site. While Wix is really marketed to beginners, it would take a lot for you to outgrow it. Hey, that sounds like a pretty good problem to have, right?

The problem is, Wix doesn’t offer much in terms of tracking and data, so you can’t see where your traffic is coming from, what they’re doing on the site, what they like, and what they don’t. You’ll need to use third-party extensions for this, and there’s no saying that Wix will even integrate with them, to begin with.

That is a huge bummer and a tell-tale sign that you can outgrow Wix when you’re actually making a decent amount of money from your website.

As previously mentioned, if you’re selling a lot of products, accepting personal customer information, or selling a lot of services using your website – you might do better with something like Shopify, WordPress, or even Salesforce.

Wix Templates

You have 15 seconds to grab someone’s attention when they land on your website. One sure-fire way to do this is with a beautiful site template that you can build and expand upon.

If your website looks great, professional, and to the point, chances are you’ll capture attention and maintain it long enough to accomplish your goal.

Wix offers a ton of templates that are each categorized into sections based on your type of website. For example, a marketing agency might not want their website to look the same as a church, so each business or website has its specific style.

In fact, they have more than 500 templates, so you’re sure to find something you like, and you might not see it over and over again as you would with a platform like Shopify.

It’s become so bad that based on the formatting and design, we can easily pick out a Shopify store within seconds of landing on the page. Not saying that’s a bad thing, but if too many websites look the same, it might appear scammy to the consumer.

One huge downside of Wix is that you can’t change the template once you’ve built the website. This is a significant issue that we’ve experienced firsthand.

If you build out a website and love all the content and formatting of it, if you decide in six months that you want to change the background and some color schemes, you’re out of luck.

How Flexible Are They?

A huge deal breaker for us with drag-and-drop editors is when you don’t have the freedom to design the website as you’d like. Many have that problem because they’re limited to certain sections of the site, and outside of the five different fields you can edit, you can’t do anything else unless you know how to code.

We didn’t have that problem with Wix. 

We felt it was easy to take a template and turn it into something personal because you have complete creative control over every square inch of your website. You can change all the fonts, input buttons, trust signals, call to action bars, photos, etc. It’s easy to animate different aspects of the site to draw more attention to it.

You also have complete control over your menu sections so you can create as many pages as you like and have visitors access them in a manner of your choosing.

The platform even offers a large assortment of royalty-free photos and videos that you can use to fill in white space on your site.

Standout Features of Wix

Let’s take a second to look at some of the features that really make Wix stand out amongst the crowd. While the platform doesn’t have many premium options like heatmaps, link building tools, and CRM tools – it offers enough to satisfy the majority of webmasters.


Apps are to Wix what plugins are to WordPress; it’s the same thing, so don’t let that confuse you. Since the platform doesn’t offer a ton of “built-in” tools, they use third-party apps to compliment your website building needs.

Their apps are incredibly popular, so popular that people install over 16 million apps on Wix each year. They’re useful for shopping cart abandonment, live chats, email marketing, forms, etc. Some of them are free, while others require a monthly subscription fee, but we’re sure you’ll find something that compliments your site nicely.

Here are some examples of apps we find useful:

123FormBuilder – This cloud-based software makes it easy for businesses to collect data from their visitors. You can create forms, surveys, quizzes, and much more with it.

FlipBooks – Instead of having visitors download PDFs and travel off-site, you can directly flip through brochures and pamphlets from your Wix website.

Wix Chat – Websites with a live chat feature experience as much as a 20% increase in conversions. Wix allows visitors to reach you faster and easier than email or phone calls.

Wix Domains – When you sign up for a premium plan on Wix, you get a free custom domain for the first year. After that, you pay $16.89 per year, so their pricing is comparable to other options like GoDaddy and the like.

Social Media Integration

Wix social media features are somewhat standard and what we would expect from a platform of this caliber. You can connect your social media accounts to your website and utilize social buttons for likes, shares, etc. You can also add follower counts to the site for social proof and trust-building.

We’d like to see Wix implement multi-channel selling, which isn’t something they’ve done yet. You can’t easily create ads on Google or Facebook and drive that traffic to your Wix store like you would with Shopify or BigCommerce. They offer third-party extensions to help with this, but we wouldn’t recommend them.

SEO Features

Wix is up there with WordPress when it comes to SEO, and they offer a whole bunch of built-in tools plus extensions to make it easier for you to rank. You can edit things like meta descriptions, title tags, URLs, and header codes.

There’s also an arsenal of SEO apps in the app marketplace to assist with keyword research, placement, density, and competitive analysis. None of the other website builder tools in this price range compare to the suite of SEO features that Wix provides.


We were highly pleased to find out that all Wix websites come with standard SSL security certificates built into the site. This feature is awesome, and it eliminates the annoying step of applying for the certificate and verifying all kinds of information. This really speaks to what Wix is trying to do as a website building platform.

They’re trying to make it that much easier for people without any experience to save some money by building a website on their own. Instead of having to research how to get the SSL certificate, they’ve taken care of that step for you.

What does this mean exactly? 

It means that you’ll add another important trust signal to your website because you’ll have the little lock next to the URL in the search bar. This shows visitors that it’s safe to enter private information on your website because it’s protected.

What is Wix Ascend?

Okay, so if you thought that Wix didn’t have a marketing automation platform, you’d be thrilled to find out that you were wrong! Wix has recently released its marketing suite called Ascend, which helps you scale and grow your business through the use of automation, personalization, and email marketing.

You can create lead capture forms, develop multi-step email marketing campaigns, send mass email blasts, and even sync social media campaigns with the whole thing using one single platform.

For a price ranging between $9 and $45 a month, you can:

  • Design up to 150 lead capture forms
  • Build up to 20 email marketing campaigns
  • Send as many as 50,000 emails per month
  • Create 20 or more social media campaigns

We’re super impressed by this offering, and it shows that Wix is a lot more than a website builder. Some of the bare-bones builders don’t even come close to Wix’s offerings, and their overall pricing isn’t even that bad for what they offer.

Does Wix Provide Customer Support?

We have mixed opinions of Wix’s customer service, and we want to give you our take. If you’re the kind of person that expects to get someone on the phone every time you have a problem with your website, you’ll have a problem with Wix.

If you expect someone to handhold you and explain every aspect of the drag-and-drop builder, apps, and marketing tools, you’ll have a problem with Wix. 

If you prefer to have someone give you the answer to your problem rather than having to search for it and solve it yourself, you’ll have a problem with Wix. 

The company obviously spent a lot of time designing, programming, and developing Wix so users can handle most of the work themselves. As a result, they don’t offer very much customer support.

Instead, they provide an exhaustive help center and knowledge base that you should be able to use to answer your own questions when they arise.

We’ve built plenty of websites on Wix and never once felt like we were so lost that we needed to speak to a live representative.

Wix Pricing

Here is a current breakdown of Wix’s pricing structure as well as what each plan offers:

Combo – $13 per month

  • 2GB Bandwidth
  • 3GB Storage
  • Connect Your Domain
  • 30 Video Minutes
  • Remove Wix Ads
  • Free Domain for 1 Year

Unlimited – $17 per month

  • Unlimited Bandwidth
  • 10GB Storage
  • Everything in Combo
  • $300 Ad Vouchers
  • Site Booster App – $60 Value
  • Visitor Analytics App – $60 Value

Pro – $22 per month

  • Unlimited Bandwidth
  • 20GB Storage
  • Everything in Unlimited
  • Events Calendar – $48 Value
  • Professional Logo – $50 Value
  • Social Media Logo Files

VIP – $39 per month

  • Unlimited Bandwidth
  • 20GB Storage
  • Everything in Pro
  • Priority Response
  • VIP Support

These plans are basic options, and if you want to accept online payments and use sales analytics, you’ll have to check out the Business and eCommerce pricing options, which are a little more expensive.

  • Business Basic – Accept Online Payments – $23 per month
  • Business Unlimited – Grow Your Business – $27 per month
  • Business VIP – Get the Full Suite – $49 per month
  • Enterprise – End to End Business Solution – $500 per month

Our Overall Opinion

We feel pretty good about what Wix is offering. Anyone can jump right in with little to no experience and have a brand new website up and running in a few hours.

If you decide to use Wix ADI, it’s even easier. You can let them do all the heavy lifting for you, and if you’re not too picky, you’ll be able to make a few small edits and have a web-worthy site in no-time.

Wix also offers an assortment of premium features that don’t come at too much of an additional cost, and their eCommerce platform is a great start for most professionals.

All their premium plans come with a 14-day free trial, which is more than enough time to fire up a website and see how you like it. We recommend at least giving Wix a spin to see if it’s the right choice for you.


Q: Does Wix offer free domains?

A: If you purchase a premium plan, they all come with a free domain for one year. The free plan requires you to use a yourwebsite.wix.com domain. 

Q: Can you try Wix for free?

A: Yes, Wix has a free plan, and all their premium offerings come with a 14-day free trial. 

Q: Can I connect a domain I already own to Wix?

A: Yes, once you purchase a premium web builder plan, you’ll have the option to connect a new domain or one you already own. 

Q: Does Wix offer personalized email addresses?

A: When you get your domain, you can add a G Suite mailbox onto that for an additional cost. You’ll be able to use your web domain with the email as well. 

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