Tech product reviews are plentiful in today’s attention economy. We geek out all the time with YouTube video reviews of the latest gear – everything from digital cameras to TVs to AV receivers. Among our favorite reviewers are Caleb Dennison (TVs), as well as Andrew Robinson (audio gear).
But software reviews aren’t as prolific, as it’s not something you can touch & feel, so they aren’t as popular. Reviews of website builders for example aren’t as sexy as the newest Sony TV. And even more rare are software reviews that focus on SMBs and their specific needs and considerations.
CNET scratched this itch recently with its top-ranked website builders or hosts for SMBs. To save you time, we’ll highlight their top takeaways… and also name the companies we believe they missed in their evaluation. They list among their criteria having the most features, AI integrations, and ease of use.
Website Builders – Naming Names
Getting right to the red meat, CNET named Wix as the top pick for service-based SMBs. They cite a wide selection of pro templates, as well as customer support speed and optionality (voice & chat). CNET also emphasized additional tools like booking appointments – obviously key for service-based SMBs.
As for eCommerce, CNET names Shopify as its top pick. This isn’t surprising as eCommerce is Shopify’s jam, so its feature set is likely deeper than many other players. This includes a range of integrations for things like shipping and logistics, in addition to core functionality like online store design.
Another key category, as noted, was AI integration. There, CNET names Squarespace for its AI web builder, which constructs sites automatically using prompts (in fairness, many companies offer this). But it does specify that there’s a bit of a learning curve to the UX, and customer service is underwhelming.
Speaking of customer service, CNET rated Wix highly, as noted. But the top spot went to Ionos for the speed and helpfulness that was experienced in its review process. Lastly, CNET names Hostinger as the best value, including plans that start at $3 and can grow to $8, depending on features.
Prime Position
As for whose missing from the list, we’d point to Newfold Digital properties such as Bluehost. The company not only has a strong SMB focus, but it’s moving up market with sophisticated offers like cloud hosting. Perhaps BlueHost was left off CNET’s list due to its focus on WordPress only.
And you can’t build a list of SMB-focused website builders without mentioning Duda. Though it doesn’t just serve SMBs, it strikes the right SMB-friendly balance of features and simplicity. For example, it offers lots of baked-in SEO so SMBs are optimized (e.g., Lighthouse score) without having to think about it.
Stepping back, websites may not get the same press attention as sexier areas of marketing like search and eCommerce. But it’s the front door to SMBs’ online presence and the tip of the spear for all the marketing tools they’ll grow into. That puts the above players in prime position
