Wix: Website Builder Review 2022
Similar to the tendency to give antivirus programs names starting with the letter 'A', website builders appear to favor the letter 'W' when christening their products - Weebly, Webnode, Webflow, and the service we will be assessing in this review, Wix, being just four such examples. In sports parlance, a 'W' is a win, so is Wix's name a good omen, or does the title of the best website builder go to one of its competitors? Let's find out!
What Is Wix?
Wix is a cloud-based web platform and software developer headquartered in Tel Aviv. With the company's website builder, users lacking any knowledge of programming are able to create complex sites built around HTML by dragging and dropping content. Wix's editor fully embraces the "what you see is what you get", or WYSIWYG principle. This means that changes made in the editor appear the same as on the published site.
Below, in our EXPERTE.com review, we'll let you know in detail how well Wix performs and whether the service is worth getting.
Pros and Cons
Multitude of design templates
Structured around an easy to use drag and drop interface
Loaded App Market
Automatic website creation possible thanks to the ADI editor
More blog features could be added
ADI editor somewhat lacking in features
Configuration and Usability
To begin using Wix's website builder, you'll need to create an account with the provider. Simply click on the blue "Get Started" button on the homepage and register either via an email address or social media account (as of the time of writing, Facebook and Google are offered).
It only takes a few seconds to create a Wix account.
After registering, you'll find yourself in Wix's web interface. This is neatly arranged, with a menu bar off to the left, through which you'll be able to jump between different sections. In the middle of the interface, widgets direct you to features or sub-areas of your site, such as blogs and invoices. As a nice touch, you can manage which widgets are pinned to the home area, removing unwanted ones at will.
Should you have already created a website with Wix, in the administration area, you'll be able to view its analytics. Messages, settings, and support can all be accessed via the upper menu bar.
Wix makes it easy to maintain an overview of your web project thanks to its clearly structured user interface.
To get acquainted with Wix's website editor, click on the "New Website" button, after which you'll need to provide some information about what you intend to use the website for. Available options include "Promote my business", "Manage my clients", and "Work from mobile".
How do you intend to use your new website? Wix will supply you with a different assortment of templates based on your input.
Now you can decide which editor you'd like to use to build your website. For beginners, Wix recommends its AI-based ADI editor, with which anyone can create a highly personalized homepage in just a matter of minutes.
Wix offers its users the choice between two different editors, with the AI-based ADI option being the more beginner-friendly of the two.
ADI Editor: Just Right for Beginners
Before the ADI engine can get to work, you'll need to answer a few questions about your business and needs. In addition, you can also specify your design preferences, selecting between more serious or more playful designs. The editor will provide different templates based on your input.
The ADI editor's template options are far less versatile and numerous than those of Wix's regular editor.
The ADI editor is easy to use but does come up short in the feature department.
Coloring within the lines
In contrast to Jimdo, which offers a similar editor (Dolphin), you can easily switch back and forth between Wix's standard and ADI editors should the features in the latter be too constraining for your creative needs.
And this is likely to be the case since only certain elements can be dragged and dropped. While this might be difficult for advanced users to come to terms with, for beginners, it's perfect since it allows them to organize the Lego brick-esque content boxes without having to worry too much about their site's layout.
By clicking on the plus button, you can add new pages and sections to your site. For each section, it's possible to edit the accompanying content, whether text, images, or buttons, as well as the design. In the case of the latter, you're barely allowed any creative freedom, as you have to work within the confines of Wix's templates. As such, you'll only really be filling the site with your content.
The ADI editor is certainly easy to use, however, it does restrict creativity when it comes to adding a personal touch to your website.
Overall, the ADI editor made a favorable impression with us owing to its ease of use. We want to qualify this by stating that its users should know from the outset that they'll be sacrificing a considerable degree of creative freedom. To underline this, the design templates made available in the ADI editor are far fewer in number than those offered in the regular editor, with several key features and apps also missing. The AI-based service is really only meant for newcomers to the world of website design or those who want to invest as little time as possible in creating a site.
For everyone else, the standard editor is a much better and more convenient choice, since switching between the two is child's play. Beware though: Any progress made in the standard editor will be lost when jumping over to the ADI editor.
More Features in the Regular Editor
In the regular editor, there isn't as much hand-holding as in the ADI editor. To start, you'll be asked to choose your favorites from a wide selection of templates grouped into different categories and sub-categories. By clicking on "Edit", you'll be taken to the site builder's editor.
The choice of templates made available in Wix's regular editor is far greater than that in the ADI editor.
Owing to its enhanced complexity and the multitude of options made available, it takes a bit more time to become familiar with all of the regular editor's features. In the upper menu bar, you can cycle between pages using a drop-down menu and adjust general settings. On the menu to the left, additional elements, like pages, blocks, apps, files, and more, can be added. You'll have access to an interactive preview of your website in the middle of the interface, on which you can edit certain elements.
In general, everything that you see in the interface can be freely moved and adjusted, with only certain elements, such as the navigation menu, requiring you to head over to the Extras area to modify.
Wix's standard editor is more detailed than the ADI editor, but does afford users a greater degree of personalization.
As we've noted above, each element in Wix's standard editor can be enlarged, moved, or adjusted at will, with guides (like those found in Photoshop) making it easier to align and place these accurately. By clicking on "Tools" in the upper menu bar, you can set which aids (such as rulers or markings) you'd like to have displayed. An editing bar, which you can freely move around the screen, is also present.
The vertical editing bar helps in placing and arranging your website's elements.
Even if this seems like a lot at first, Wix's underlying logic quickly becomes apparent, and if you've switched from the ADI editor to the standard editor, you'll likely never look back thanks to the added features. In the latter, there is some danger of blocks or elements shifting out of the list of contents, requiring a careful eye to detail, but these sorts of human errors aren't something that the service should be held accountable for.
Since Wix's standard editor offers so many capabilities, some might notice performance issues when using the service, depending on the technical specifications of their systems. Overall though, either of Wix's editors is great for creating a website, regardless of skill level.
Score: 4.7 / 5
We've already discussed the service's two editors and their drag and drop functionality in the section above. Still, often enough, the main criterion for discerning 'good' site-building editors from 'bad' ones is the degree of design freedom they offer their users, and here, Wix truly shines.
The menu bar in the editor includes so many elements for integration onto a page that it even appears to be somewhat overloaded. Owing to the developer's logical organization of this menu, however, the features you need, whatever they might be, are within arm's reach.
Wide selection of elements
In addition to the usual features like text boxes, image galleries, or links to social networks ranging from Facebook to Spotify, you can also find some specialized elements for inclusion on your website. For example, you can solicit feedback directly on the site, add a subscription form for email newsletters, or create sale pop-ups for discounted items in your online store.
As a neat touch, elements you've edited can be saved in the "My Designs" area, making it possible to re-use them elsewhere on your site at any time.
Wix offers nearly endless ready-made elements for you to include on your website.
Well-supplied gallery of stock photos
You'll also find numerous unlicensed stock photos and illustrations in Wix's media toolbox that can be put to excellent use for sprucing up your site. These are organized into categories such as "Lifestyle", "Relationships", or "Work".
In terms of how accurately labeled these are, Wix can't really compete with stock photo agencies, however, thanks to the easy integration of Shutterstock or Unsplash, you can also search for licensed pictures that aren't included in the service's package.
Wix's stock photo gallery doesn't have what you're looking for? You might have more luck with the Shutterstock or Unsplash integrations.
Wix's features for blogs are solid, but nowhere near as comprehensive as the rest of what the provider's website builder offers. Some templates include an integrated blog, however, others require that you add one on your own. Once you've set up a blog with Wix, you can add tags to your entries, sort them by category, and adjust a few basic SEO settings. In addition, it's also possible to schedule entries for publication at specific times.
App Market for additional tools and aids
If the apps and features that come with the service out of the box aren't enough for your needs, you can search for more in Wix's sizable App Market. There, you'll find hundreds of extensions, many of which are free, allowing you to further customize your website. These are both easy to track down and integrate into your Wix interface since you won't need to navigate away from the page you're on.
In Wix's App Market, you'll find products created by the developer as well as third-parties.
Straightforward multilingual websites
Wix makes it relatively easy to set up multiple language localizations for a website. By going to Settings > Multilingual and clicking on the "Get Started" button that opens in the pop-up window, you can create different localizations for your website in whichever language(s) you want to include. Thereafter, you can translate content either automatically or manually, after which your website will receive a language menu. Visitors to your site can use this to select their preferred language.
Create your own logo
Wix also has a few more tricks up its sleeve. Under "Marketing & SEO", you'll find a fairly basic logo maker, which, powered by an AI engine and loaded with ready-made elements, can churn out a logo for you in a matter of minutes.
Even though its results probably won't be able to compete with those crafted by a professional designer, should you be interested in quickly creating a temporary logo for your brand or business, you could easily find your needs met. We should point out here that in our EXPERTE.com assessment of the best logo makers, Wix's offering came first.
After answering a few questions, Wix's logo maker will draw up a design just for you.
For those with some knowledge of programming, Wix also allows you to work directly with your page's source code, a feature not offered by many other website builders. Should you want to manage some aspects of your site on the go, such as creating blog entries, managing products in your store, or chatting with clients, you can do so in the nifty companion app. Full drag and drop functionality, as offered by Weebly in their mobile app, is not provided.
With Wix's smartphone app, you can create blog entries and keep tabs on your website.
Describing all of Wix's capabilities would require an inordinate amount of time and space. Suffice it to say that this website builder truly impresses when it comes to features, both in terms of their number and quality.
Score: 5 / 5
Templates & Design
Wix certainly didn't cut any corners in terms of its design templates. Should you make use of the standard editor, you can select from more than 800 different templates, organized according to the type of website. For users of the ADI editor, the number of design templates on offer is noticeably smaller.
All templates made available by Wix are relatively versatile, whereby, most adhere to the scroll- and picture-friendly trend in page design, however, we're certain that there's something for everybody.
Wix offers a selection of more than 800 different templates, meaning that there's bound to be something for everybody.
No template changing in the standard editor
We would have completely missed the selection of templates since, in contrast to services like WordPress, Wix's standard editor doesn't allow users to switch from one template to another (this is possible in the ADI editor). Should you want to try out a new design template, you will need to create an entirely new website.
Once you've selected a template, you can modify your page's color scheme, background, and fonts. Mouseover events and background effects like parallax can be directly added as screen elements through options in the editor's menus.
You can adjust the color scheme of your website as well as other design aspects to your specifications.
With its numerous templates and design options, Wix provides a very sturdy foundation for any website. Even though the ability to switch between templates (as in WordPress) doesn't exist, and a number of the templates are similar to one another, we still rate Wix's performance in this area very highly.
Score: 4.7 / 5
E-Commerce, Marketing, & SEO
The ability to create online shops is one of Wix's cornerstones, as reflected in the service's all-encompassing e-commerce solutions. Should the template you've selected not include an online shop, you'll need to add one via your website's element menu. This all occurs in the Wix Stores app, which can be found in the App Market.
Comprehensive Web Stores
To manage your online shop in the editor, go to My Business > Wix Stores. There, you'll find all of the most important features for your shop, starting with product management. In this, you can add individual descriptions, product options, update your inventory, and mark down items for discounts and sales. Beyond that, it's also possible to group products into collections.
Under "Product Management", you can mark down products for sale in your shop.
The service also puts a variety of marketing tools at your fingertips. These include the ability to create coupons for specific products, services, or even the aforementioned collections. Using SEO, you can also optimize each product's page for search engines.
Products from your catalog can be arranged by dragging and dropping them. In addition, you also have the ability to configure a number of layout, design, and sorting settings. Rounding things out, a number of widgets are likewise offered.
Using widgets, like slider galleries, you can tastefully show off your wares.
Once your store's website has been designed, you won't need to use the editor to manage it. All important features, from your product portfolio to orders, are handled in the Wix Stores dashboard.
Intuitive marketing hub
You can also keep track of your marketing activities in Wix's dashboard. Most of the tools found here are part of the so-called Ascend platform, which is Wix's business suite. On the marketing homepage, you can launch and follow campaigns on social media platforms like Facebook or Instagram. Here, it's also possible to draft and send email newsletters.
Beyond that, there are also a few extras worth mentioning. Wix doesn't only help its users make logos, it also offers assistance with marketing videos. Using the platform's Video Maker, you can create videos for sharing on social networks or YouTube. As if that wasn't enough, Wix also lends a helping hand in creating and publicizing ads on Facebook and Instagram.
As such, should you be open to it, Wix is ready to walk you through marketing campaigns via its Ascend platform, making these intuitive, even for beginners.
Whether on social media or via email, Wix offers plenty of support when it comes to marketing your website.
SEO & Analytics
Wix provides users with a personalized SEO plan for their entire site based on Google. Step by step, you can adjust the content on your pages to meet the needs of search engines, helping you to become an SEO expert in the process. In case you're already familiar with SEO, you can add and edit relevant fields like meta descriptions on your own.
Under Analytics, Wix makes it possible to align your site with Google Analytics, Yandex Metrica, Facebook Pixel, and more. You can also add user-defined tracking codes to count site visits or gauge the effectiveness of ad campaigns.
In sum, Wix doesn't really leave much to be desired when it comes to marketing and e-commerce.
Score: 5 / 5
Wix's Help Center is full of FAQs, neatly organized into topics and categories, and features a practical search tool that allows you to find information for whatever issue you might have.
If you're looking for a more personal touch, the means for directly contacting support are a bit hidden, most likely to keep the number of queries as low as possible. Only by replying "No" in relation to whether the information provided for certain questions or topics was helpful will you be given a link to directly contact the support team.
In Wix's Help Center you'll find countless articles and entries, however, direct contact options could be made more readily accessible.
In the link that opens, simply pose your question and wait for a staffer to respond. During testing, our answer came within a matter of seconds, and the representative we chatted with went out of their way to help us.
Alternatively, you can request a call back on a phone number you leave for the support team.
Wix's live support was fast and competent, while its static support was of high quality and informative. We actually came away from several of the articles we consulted with a better understanding of how the platform works. The only negative in this area is that Wix's direct support is somewhat difficult to find.
Score: 4.7 / 5
Along with its free version, which ties users to Wix's domain and lacks several basic features, Wix is available in a total of seven premium packages. These can be further separated into four website packages (Connect Domain, Combo, Unlimited, VIP) and four business/eCommerce packages (Business Basic, Business Unlimited, Business VIP).
All premium packages include a unique domain, a free SSL certificate, as well as round-the-clock customer service. In the two most affordable packages, bandwidth is capped at 1 and 2 GB, respectively, while in the other packages, unlimited bandwidth is offered. Storage space varies from 500 MB (Connect Domain) to 35 GB (VIP), and all the way up to 50 GB for Business VIP subscribers. Wix is ad-free from the Combo package up.
Below, you can find a current overview of Wix's pricing:
|Effective monthly price||$0.00||from $10.00||from $13.00|
|Contract period (months)||0||1 - 36||1 - 36|
|Free of ads|
And how did Wix fare in our pricing comparison? In the table below, we compared all website builders from our sample on the basis of their most affordable, ad-free yearly package which included a unique domain. Based on these criteria, Wix is one of the pricier options:
Should you not be satisfied with your premium package, you'll have 14 days to cancel your subscription and request a refund - no questions asked. Wix doesn't offer a classic trial version, however, you can assess the broad strokes of the platform via its free version.
For Wix, the hype is completely justified, as is the service's top spot in our ranking: The Israeli website builder makes hardly any compromises, offering both outstanding quality and depth. Few of the other services from our sample come anywhere near to providing the same breadth of features; its two editors are easy to use and intuitive, and Wix's App Market leaves those of its rivals in the dust.
At the same time, Wix isn't perfect. Its ADI editor could offer somewhat more customization, however, at the end of the day, we generally recommend using standard editors as opposed to AI-driven ones regardless of the website builder we're assessing if only to fully harness their capabilities. Only in terms of blog features did we see Wix as lacking. Still, it's the safest choice for anyone considering making a website, regardless of their level of experience.
Across a number of aggregators, Wix has been the recipient of good to very good reviews, only coming under heavy fire on Trustpilot. There, the service's poor customer support, billing irregularities, non-functioning features, and pricing policy received a negative spotlight. Elsewhere, users commend the platform for its ease of use and wide range of features.
Wix comes out top, but there are still a number of solid WYSIWYG website builders that rely on drag and drop editors. Do you want to tinker with your website on the go? With the Wix app, this isn't possible, but with Weebly's, you can. And that's not all, Weebly can go toe-to-toe with Wix in quite a few other areas as well.
Or maybe you're familiar with programming languages and looking for a site builder that combines visual design with the logic of coding? In that case, we recommend checking out Webflow.
You can peruse all of the best alternatives to Wix in our exhaustive comparison and below: