The myth of the fast website build

While investigating the website builder Duda, I came across the following customer testimonial on one of their sales pages:

Average website build time

Apparently, Duda has enabled a web outfit to reduce their average site build time to 15 minutes. Without context, it’s difficult to understand what such an incredible claim actually represents.

There are a number of website building tools which could all pitch fast build times: Squarespace, Wix, Duda, WordPress, and others. The faster build times, presumably, would be thanks to the foundation and templating these platforms afford.

Duda’s testimonial implies the following: fast websites are good.

Is this true? What is the value of a quickly assembled website? Speed to market, a failing fast philosophy, and cost savings come to mind as possible pros. Under the right circumstances, these are positive.

However, claims such as “fast” and “easy” can also be taken at face value: get a website fast and easy. This is problematic for businesses, because a website is not a strategy in and of itself. Maybe in 2005, having a website was a differentiator — this is no longer the case.

If the goal is merely to have a website, there are countless hobbyists, nephews, and cut-rate

“The future for us as web design businesses is not in our ability to cheaply build websites; it is in our knowledge and expertise to make those sites successful.”

Here’s the reality: successful websites are, usually, neither fast nor easy to build. A successful website is part of a bigger digital marketing ecosystem which a business has deliberately and carefully established. Such a system takes a larger scope into consideration: business goals, customer segments, user experience, search engine optimization, ad campaigns, analytics …. A website is only one possible outworking of this strategic and systematic approach.

[eckosc_quote quote=”A good website is part of a bigger digital marketing ecosystem which a business has deliberately and carefully established.” source=”” url=”” pull=””]

This means tools such as Squarespace might be aesthetically successful, but may be ineffective if not part of an overarching and strategic digital marketing system — or wielded by a