A prospective client recently asked me two questions:
“Why shouldn’t I just use a free Wix template?”
“Why should I work with you and not another agency?”
At face value, these questions sound like classic objections, the kind that come up in almost every early-stage conversation between a client and an agency. But if you run a creative or technical agency, you’ll know: they’re not really asking about templates or competitor comparisons.
They’re looking for reassurance.
They’re looking for confidence.
They’re looking for someone who gets it.
“It’s never really about Wix vs. custom, it’s about confidence. Clients want to know they’re making the right move with the right partner. That’s the real value we bring.”
– Steve Irvine, CEO of Lionsorbet
The Answer Isn’t the Answer
Now, I could have easily responded with what we all expect:
Wix templates are generic and limit your growth.
You don’t get the strategic thinking, brand experience, or customisation you need to scale.
We’ve built successful sites for [proceeds to insert big names], and our process is tried, tested and results-driven.
But let’s be honest, that’s not what they’re actually looking for.
When a client asks, “Why not use Wix?” what they’re really saying is:
“I don’t want to waste money on something I’m not sure I need.”
And when they ask, “Why you and not someone else?” they’re really asking:
“Can I trust you to guide me through this and help me get it right?”
What They Want is Confidence, Not Just Code
Clients don’t just want a website. They want what the website represents:
A confident launch.
A clear message.
A brand they feel proud of.
A platform they won’t outgrow in six months.
And behind those things, they want partnership. Someone who’s been here before. Someone who can say, “I understand where you’re going, and here’s how we’ll get you there.”
They already know a free Wix site isn’t the solution. They’ve outgrown it the moment they asked the question. They just need someone to help them believe it.
So, What Do We Say?
We don’t need to give them a list of 8 reasons to choose us over someone else. What they need is a reason to believe that we understand them better than anyone else does, that we’re not just building them a website, we’re helping them make a confident business move.
That’s not about flashy portfolios or sales tactics.
It’s about listening. Framing their options honestly. And guiding them without ego.
“The platform doesn’t build your brand, the strategy does. Anyone can launch a site. Not everyone can lead a business through growth.”
Let’s Flip the Conversation
If you’re a retailer, jeweller, or luxury brand wondering whether to use a free template or work with an agency, you’re not alone. Many smart businesses face this crossroads.
So next time you ask yourself, “Why shouldn’t I just use Wix?” consider this:
“You absolutely can use Wix. But if you’re aiming for something more ambitious, a website that truly reflects your brand’s story, grows with your business, and connects with your customers, let’s explore what’s possible when we think bigger, together.”
Because in the end, it’s not about the platform.
It’s about the plan, the people, and the partnership.
These questions:
“Why not Wix?”
“Why choose you?”
Aren’t really about websites or agencies.
They’re about trust.
Make that your starting point, and you’re already ahead.
Frequently Asked Questions
1. Is it worth paying for a custom website instead of using Wix?
Yes , if you're looking to grow your business, build a unique brand presence, and create a website that can scale, a custom Shopify design for instance, offers flexibility, performance, and a tailored user experience that template platforms like Wix simply can’t match.
2. What's the downside of using a free Wix template for my business?
Free templates often look generic, have limited functionality, and don’t offer the SEO, speed, or brand control needed for serious businesses. They can hold you back when you're ready to grow or differentiate in a competitive market.
3. Why should I choose one agency over another?
Choosing an agency isn’t just about cost or capability, it’s about finding a partner who understands your goals, challenges, and audience. Look for an agency that offers not just design, but strategic thinking, ongoing support, and a process that aligns with your vision.
4. What makes a web agency the right fit for my brand?
The right agency will ask the right questions, challenge assumptions, and guide you toward better outcomes, not just prettier websites. Trust, clarity, and shared values are just as important as design skills or technical expertise.
Ready to Build Something That Works?
Do you want a website that not only looks good but actually performs, one that attracts the right customers, builds trust, and drives real revenue?
Let’s cut through the noise and build a business platform that works as hard as you do.
👉 Get in touch to start a conversation, no jargon, no pressure, just honest advice from a team that cares about your success.
