Marketers' Honest Opinions on 7 Common Web Content Management Systems
Choosing the right content management system (CMS) is like picking an outfit; it needs to fit well, look great, and work for the occasion—except your website is more important than your outfit because you can easily change your outfit. When you select a CMS and spend the necessary time to build your website, you’re “stuck” with it for a while. It’s critical to make the right choice the first time.
One of the most common mistakes brands make when choosing a website CMS is basing their decision on design and user-friendliness alone. If we had a nickel for every time a client came to us because the web developer they hired built a gorgeous site that did absolutely nothing for their search presence, we’d have a pretty impressive nickel collection. Your CMS has to be better at more than design. And, as expert digital marketers, we have opinions on which ones are better.
CMS Showdown: Pros & Cons
There are at least a hundred website CMS out there. Some are built for simplicity, while others are designed to handle high complexity. Some boast basic features that apply to anyone, while others are intended for specific industries—particularly those that are highly regulated, like healthcare, law and cannabis.
Our team has decades of collective experience in building with (and fighting with) content management systems. Below is a look at seven of the most common, with pros and cons as well as some spicy personal opinions peppered throughout.
Google Sites
👍 Pros: Free, relatively beginner-friendly, and seamlessly integrated into Google’s ecosystem (Docs, Drive, Calendar).
👎 Cons: Very limited customization, minimal SEO features, and no serious e-commerce capabilities. Best for simple, internal, or temporary sites.
Super rudimentary and kinda cringe to use Google Sites tbh.
Great for “we just needed something up” moments.
Don’t stay here too long; it’s just for practice.
HubSpot
👍 Pros: Built for marketers with integrated customer relationship management (CRM) tools, email marketing, automation, and analytics in one tidy package. Great for generating and nurturing leads.
👎 Cons: Can be pricey, and its tight integration with HubSpot means switching platforms later can be tricky.
If I wanted to upgrade my website every 3-5 business days, I would just use WordPress.
Using HubSpot can feel like eating squid—the longer you chew, the bigger it feels. Not for first-timers.
That overachiever in high school who was in every club. You will hear about all the features you’re not using.
Squarespace
👍 Pros: Polished, designer-grade templates, easy drag-and-drop editing, strong blogging tools, and solid e-commerce support.
👎 Cons: Less design flexibility than some platforms, and Business plans take a small cut of sales.
This is probably my favorite, cost-effective platform for brands. It’s great for businesses of all sizes.
It will never break on you. Squarespace proves that sometimes it’s okay to be a basic girl.
Sleek templates, beautiful fonts, but don’t look too closely or you’ll realize everyone else’s site looks like yours.
Webflow
👍 Pros: Powerful design control with a visual editor that outputs clean code, responsive layouts, and a built-in CMS. Great for designers who want precision without coding everything by hand.
👎 Cons: Steeper learning curve than most drag-and-drop builders, and pricing can add up for advanced features. A working knowledge of HTML/CSS is more or less required.
Can be super glitchy, but can also make a good site if you know what you’re doing.
You may have to play Whack-a-Mole, but if you have a good grasp on how web design works, you will be able to build something beautiful.
Really? Meh.
Weebly
👍 Pros: Affordable, straightforward drag-and-drop tools, and smooth e-commerce integration through its Square (Block) parent company.
👎 Cons: Limited template variety and fewer advanced customization options compared to competitors. Customer service is not known for its excellence.
Ok for a basic eCommerce site that doesn’t require too much design or playfulness.
The “reliable friend” who’s nice and simple… but still thinks Facebook pokes are a thing.
I’m convinced the name is a portmanteau of “easy” and “wobbly.” It’s held together with hot glue and popsicle sticks.
Wix
👍 Pros: Highly flexible drag-and-drop builder, 900+ templates, AI-assisted design tools, and robust e-commerce capabilities.
👎 Cons: Hidden costs from apps and add-ons, plus migrating away can be a headache.
Seems to be constantly coming out with new widgets and AI tools. Out of this list, Wix is by far my favorite choice.
The shiny new toy store — you’ll leave with 17 plugins you didn’t need, but hey, it’s fun.
I feel apathetic about Wix. It does what it promises—not good, not bad.
WordPress
👍 Pros: The most customizable option, with thousands of themes and plugins, excellent SEO potential, and scalability for any project size.
👎 Cons: Requires separate hosting, plugin maintenance, and occasional technical troubleshooting. Since it’s open-source, it also comes with security issues.
The literal bane of my existence. Use this platform if you want your website to crash, but also to wait 3-8 business years to talk to someone.
If you want to be friends with your marketing team, avoid WordPress. It can do essentially anything, and that includes driving you insane.
Please never use WordPress if you like joy.
Quick Guide: Choose Your CMS
Here’s the TL;DR version:
- For fast and simple sites: Google Sites or Weebly
- For marketing and automation: HubSpot
- For sleek design with minimal fuss: Squarespace
- For advanced design control: Webflow
- For flexibility and scalability: WordPress
- For versatility with built-in AI: Wix
For a robust e-commerce site that will grow as your brand grows and be as reliable in a decade as it is today, you’ll want something amazing like Brix, a CMS built by our partners at Baby Steps.
What’s most important is to remember that there is no “best” CMS. Brands must choose the system that meets their goals, budget and technical comfort levels. You can take our marketers’ word for it, or you can let us pick the best platform for you. We’ve worked with hundreds of companies across numerous industries, so we’re excited and equipped to elevate your brand as well.
Just say the word!
Written in collaboration with ChatGPT