We've come a long way
In the early days, it was fairly obvious if you created a site with a self build program. Unless you were a whiz at design and content creation (and some were!) - it looked homemade, even cheap. With today's advanced built-in tools, there is so much you can do on your own to create a professional looking online home...but with some caveats.
By definition, a look at the choices
DIY sites are all-in-one, user-friendly platforms ideal for beginners, independent creatives and small businesses wanting professional looking, easy to publish sites. They provide pre-programmed templates with a fair amount of flexibility and customization - but only to a point. The site is all within the provider, including hosting and design (like Squarespace or Wix - that is where it always lives and cannot be hosted elsewhere unless you rebuild it with another provider). Alternatively, Word Press is a more sophisticated self-hosted option (you are not wed to any host, but can pick the host you prefer). It’s a more powerful, flexible, open-source system requiring separate hosting - and capable of straightforward sites to the more complex, with lots more customization and SEO performance. You would have to be a Word Press aficionado or hire a web designer who works in the platform. Given the ease of DIY sites and the “I got this” nature of just doing it yourself, you can see why they’re popular!
The basics at work
A website is an embodiment of your business, practice or organization online. It’s home-base, even if you rely on social media as your main source of communication. It’s your brand center, where prospects, clients, members and more can get a sense of your style, learn information, vet you and get in touch (to name a few). Rather than a quick generic low-info page or two that doesn’t say much, best practice is to be clear, creative and interesting - even if your site is slight. Less can be more if that’s your jam. But does it flow well? Is it easy to navigate? Is the contact info clear and quickly found? Are your hours listed if you have public open and closed times? Oh and, does it look nice and read well?
Simply published versus simply Wow!
Many business owners are pretty darn creative. They’re good with design and writing, they get it. The marketing needs of their website are in line, they know how to establish and amplify their brand. However…most people are not really good at this. They struggle with self build templates, they don’t have an eye for design, it takes soooo long for them to complete and they’re not talking in either an authentic voice, or one viewers can understand. Remember - your website is for the viewer, not for you! That sounds harsh…but it is true. Look to avoid industry jargon, obscure references or inside info only you really know. Put on an outsiders hat and see if it all makes sense, especially to your target audience and demographic.
Cost cutting or selling yourself short?
Self build sites can be cheaper…sort of. One of things you’re not paying for is a web designer who might create a site in the Word Press platform - though, many web designers and marketing specialists can help create a web masterpiece in a DIY system. It often makes sense to make this investment. If you don’t really have a design eye, wordsmith prowess or general website flow know-how, you may just be selling yourself short - and driving yourself crazy in the meantime. Sometimes you can get away with a very simple, low-impact site - just basic info and one cool image is all it takes. But those examples are few and far between. Most of us require a little more depth and that immediate “what a great site!” reaction.
Green to green-lit
If you must do it on your own, do! There have been more than a few Gig clients who wanted to take on the creativity and challenge of building their own site. But to make it really sing, we agreed on a once-over to help polish, wordsmith and proofread the final product. Invariably, it needed that final finesse to elevate from rookie to pro - and get published for the world to see. An extra pair of eyes, if that’s all you can afford, is always a good idea.
(published 2026)
