Wix vs. a custom-coded site.
This is not a price fight. Wix is cheap up front, and that is a real strength of the platform. The conversation that actually matters here is about leads, namely how many real-money customers each kind of site brings in over the course of a year, and what each missed lead would have been worth to your business.
The thing nobody calculates
Most service businesses price a website by what it costs. The right way to price it, however, is by what each visitor to the site is worth. One commercial roofing job is several thousand dollars. One HVAC install is rather more than that. One landscape build is a five-figure decision. If your site is losing one visitor a week to slow load times, weak local SEO, or a form nobody finishes, you are paying for that platform many times over. The numbers on this page are about that gap, not about the platform's monthly bill.
Where Wix structurally costs you leads
Most of these are not opinions. They are measurable, today, on any Wix site.
- Page speed is structurally slower. Wix sites typically score 50–70 on Google PageSpeed mobile. A custom-coded site scores 95–100. Page speed directly correlates with conversion rate: every additional second of load time loses roughly 7–10% of mobile visitors before they ever read your headline. On a site that gets 500 mobile visits a month, that is dozens of phone calls a year that never happen.
- Local search ranking is shallower. Wix's generated schema is template-grade. Service-area pages built in Wix often look like every other Wix service-area page in your trade, which Google's local algorithm increasingly treats as low-effort. Custom-coded sites get custom-coded schema, custom-coded city pages, and unique content per area, the recipe Google rewards in the local pack.
- Forms convert worse. Wix's form widget is generic. It does not pre-segment by trade ("repair vs. install vs. inspection"), it does not auto-route urgent jobs, and it does not connect cleanly to a CRM the way a custom form does. A form that asks the right three questions converts measurably more visitors into qualified leads than one that asks "Name / Email / Message".
- You do not own the site. Stop paying Wix and the site is gone, since there is no clean export path. With a custom-coded site I will provide a clean static export at any point if you ever want to take the work elsewhere, and the export runs on any host with no dependencies attached.
- Your site looks like the template. Wix's starter templates power tens of thousands of sites. Your direct competitors are likely on one of them. Differentiation in a Google search result is the difference between getting clicked and getting skipped.
Where Wix is the right call
Wix is not a bad product. It is the right call when you are at the experiment stage: brand new business, model still unsettled, you might pivot in three months, and you need something live this weekend. A custom-coded site is the wrong tool for that stage. If you fit that, run with Wix, and come back when the business has product-market fit and the lead volume justifies a real site.
Side-by-side, on the things that move revenue
| Dimension | Wix | Custom-coded |
|---|---|---|
| Typical mobile PageSpeed | 50–70 | 95–100 |
| Time-to-interactive on a phone | 4–7 seconds | Under 1.5 seconds |
| Local-SEO schema | Generic, template-shared | Custom-coded per page |
| Service-area page depth | Doorway-style | Real, indexable, unique per metro |
| Form intelligence | Name/email/message | Trade-specific intake, urgency-routed |
| Custom design | Template + tweaks | Designed from blank page for your brand |
| You own the site | No (locked to platform) | Yes |
| Cookie banner required | Yes (tracking cookies) | No (privacy-first analytics) |
| Support contact | Help-center + tickets | Direct line to me, quick turnarounds |
The honest math
If your service has an average job value of $500 and a custom site converts even one extra visitor a week into a call, that is $26,000 of additional pipeline a year. If your average job is $5,000, the math is an order of magnitude bigger. The choice is not "Wix vs. me" on price, it is "Wix vs. me" on how many real customers each site puts on your calendar.
If you want me to look at your specific situation, I do free 5-point website audits that quantify what your current site is leaking. No obligation, no sales call.
Wix templates and shared schema are the opposite of principles 2, 4, and 6 of the Standard. Custom-coded, fast by construction, and locally rooted. Same site you would build for any other Wix prospect; same posture, every time.
Read the seven principles →Twenty minutes to figure out what your site is leaving on the table.
Bring your URL, your average job value, and a rough sense of your monthly visitor count to the discovery call. I will walk you through where the leaks are and what a custom build would change in your particular case. There is no pitch involved, and no pressure attached.