Decide what your website should do
Most people start with "I want it to look like this" and show a site they love. Fair enough, we do it too. But a website is a tool for your business first and a pretty picture second. Before you talk to anyone, answer a few questions:
- What should visitors do on your site? Book, buy, send a message, call you, or just check you're real before they walk in?
- Who are they? Locals on their phones, tourists, other businesses? What languages do they speak?
- How will they find you? Google, Instagram, Google Maps, a friend's recommendation?
- Who will make changes to the site? You, someone on your team, or someone you pay?
- What would make you happy in six months? More bookings? Fewer DMs asking "how much?" Better clients?
Your answers don't need to be perfect. Notes on your phone are fine. They'll help you choose a platform, and they're a great test for any designer: a good one will actually want to hear them.
Choose where your website will live
A platform is the service your website is built on. There's no "best" one, just like there's no best car. It depends on where you're going, how much you want to spend, and whether you like doing things yourself.
Wix
wix.com ↗Build a site by dragging things around the screen. Hosting (the place your site "lives" online) is included.
- Good
- Very easy to start, lots of ready-made templates, booking and shop features built in.
- Not so good
- Sites can load slowly on phones. Moving to another platform later is hard. Changing the template after launch usually means starting again.
- Choose it if
- You want a simple site and plan to edit everything yourself.
Squarespace
squarespace.com ↗Known for elegant, stylish templates.
- Good
- Looks beautiful straight away, great for portfolios and service businesses, everything in one place.
- Not so good
- Less freedom to change things. Fewer extra tools you can connect.
- Choose it if
- You're a creative or a consultant, and good looks matter more than special features.
WordPress
wordpress.org ↗Free software that runs a huge part of the internet.
- Good
- You can build almost anything, there's an add-on for nearly everything, great for blogs and Google, and it all belongs to you.
- Not so good
- You pay for hosting separately, and the site needs regular updates, a bit like a car that needs servicing. Too many add-ons can slow it down or break things.
- Choose it if
- You plan to write a blog or expect your site to grow with new features.
Shopify
shopify.com ↗Made for online shops.
- Good
- Payments, stock and delivery just work. Orders are easy to manage.
- Not so good
- The monthly plan plus paid add-ons add up. Extra fees on sales can apply. Too much if you don't sell products.
- Choose it if
- You sell products online.
Tilda
tilda.cc ↗Builds pages from ready-made blocks, and designers love it.
- Good
- Quick to build and easy to edit, looks modern, and lets a designer create a completely unique layout.
- Not so good
- Not the best choice for big online shops or complicated features. Fewer add-ons than WordPress.
- Choose it if
- You offer services and want a site that looks like nobody else's, without a complicated setup.
Full honesty: we build many of our sites on Tilda, but only when it's the right fit.
Webflow
webflow.com ↗A professional builder for custom designs.
- Good
- Total design freedom, fast sites, good for Google.
- Not so good
- Hard to learn, usually more expensive, and bigger changes usually need your designer.
- Choose it if
- You want a premium site and have a designer on your side.
A fully custom website
Custom development →Sometimes ready-made platforms aren't enough. For example, if you need a private area for clients, a booking system that works your way, or an app.
- Good
- Built exactly around how you work, no limits.
- Not so good
- Costs more, takes longer, and needs ongoing support.
- Choose it if
- Your business works in a way no template can handle.
Quick comparison
| Platform | Easy to edit yourself | Design freedom | Online shop | Needs looking after | Best for |
|---|---|---|---|---|---|
| Wix | High | Medium | Yes | Low | Simple DIY sites |
| Squarespace | High | Medium | Yes | Low | Portfolios, creatives |
| WordPress | Medium | High | Yes (with an add-on) | High | Blogs, growing sites |
| Shopify | High | Medium | Excellent | Low | Product shops |
| Tilda | High | High | Basic | Low | Service businesses |
| Webflow | Medium | Very high | Yes | Low | Premium brand sites |
| Custom website | Depends | Unlimited | Yes | High | Unusual needs, apps |
Running a business in Portugal? A few extra must-haves
Whatever platform you choose, a website for a business in Portugal needs a few things:
Legal pages (GDPR)
A Privacy Policy, Terms of Use, a Cookie Policy and a cookie banner that actually works.
Livro de Reclamações
If you serve customers, you need a visible link to the online complaints book. Yes, even if everyone loves you.
Languages
Portuguese for locals, English for expats and tourists.
Local payments
If you sell online, make sure MB WAY and Multibanco are available.
Google Business Profile
For local businesses, your Google Maps listing often brings more clients than the website itself. The two should work as a team.
Phones first
Most people search "salon near me" on their phone, usually while doing three other things.
Choose who will build it
The platform is just a tool. The person using it decides whether your website brings you clients or just sits there looking nice. Here's what to check.
Real websites, not just pretty pictures
Beautiful mock-ups on Instagram or Behance are easy to make. Ask for links to real, live websites and open them on your phone. Do they load quickly? Is it easy to book or send a message? Are the businesses similar to yours?
Real reviews
Look at Google reviews and testimonials with real names and businesses. Even better, ask if you can talk to a past client. Notice what people say about working together, not only about the final result.
They ask about your business first
A good designer wants to know about your clients, your services and what the website should do, before talking about colours and fonts. If the first question is "What's your budget?" and the second is "Send us your logo", keep your wallet closed for now.
A clear offer in writing
You should know exactly what you're paying for: how many pages, which languages, who writes the texts, photos, Google setup, how many rounds of changes, deadlines and price. A vague offer usually turns into surprise invoices.
The website belongs to you
Your domain (your web address), hosting and platform account should be in your name. At the end of the project you should get all the passwords. It's your business, not your designer's.
Help after launch
Websites need small fixes and updates, just like a shop window. Ask what happens after launch: is help included, is there a monthly plan, or do they charge by the hour?
Google from day one
The basics that help Google find you (clear page titles and descriptions, a fast site, well-organised pages, a Google Business Profile) should be part of the job, not an expensive extra later. Just keep in mind that these basics are a starting point: getting noticed on Google takes time and regular effort.
Warning signs
- Only mock-ups, no real websites
- A fixed price before they know anything about your business
- Your domain or accounts registered in their name
- No contract and nothing in writing
- Promises like "first page of Google in two weeks" (if only)
- Slow or confusing replies before you've even signed
Questions to ask before you sign
Save this checklist for your first call with any designer or studio. Tick off what you've already asked, then keep it wherever you like.
Rising Formula · Full guide: rising-formula.com/blog/first-website-guide-portugal · WhatsApp +351 915 639 558