A local business on Wix or Squarespace usually built its site itself. For web designers, SEO people and agencies, that’s a useful signal: the owner already cared enough to make a site, probably did it on a weekend, and is the person you’ll talk to.
This guide covers three things: which trades use site builders most, how builder sites differ from WordPress sites, and how to pull a list of them for any trade and city. The numbers come from 1,448 US local business websites LeadMerlin crawled between June and November 2026 (method in our website statistics report).
Which trades use Wix and Squarespace most
Share of each trade’s websites by platform (searches with at least 50 enriched sites):
| Search | Sites | WordPress | Wix | Squarespace | Webflow | Any site builder* | No CMS detected |
|---|---|---|---|---|---|---|---|
| physical therapy clinic | 122 | 40% | 11% | 16% | 5% | 26% | 26% |
| landscaping | 64 | 39% | 13% | 6% | 9% | 19% | 33% |
| staffing agency | 147 | 56% | 8% | 3% | 1% | 12% | 29% |
| property management company | 173 | 41% | 5% | 5% | 3% | 11% | 42% |
| basement contractor | 58 | 52% | 5% | 5% | 2% | 10% | 36% |
| law firm | 167 | 68% | 7% | 4% | 2% | 10% | 19% |
| trucking company | 168 | 47% | 5% | 2% | 4% | 8% | 40% |
| web design agency | 284 | 56% | 5% | 3% | 7% | 7% | 26% |
| plumber | 58 | 50% | 5% | 2% | 5% | 7% | 38% |
| digital marketing agency | 82 | 62% | 4% | 0% | 9% | 4% | 22% |
* Wix, Squarespace, GoDaddy builder and Duda. Webflow is counted separately because it’s mostly used by designers, not owners.
One in four physical therapy clinics and one in five landscapers are on a site builder. Law firms and marketing agencies mostly hire someone and end up on WordPress.
How builder sites differ from WordPress sites
| WordPress | Wix | Squarespace | Webflow | No CMS detected | |
|---|---|---|---|---|---|
| Sites | 728 | 101 | 68 | 60 | 461 |
| Owner named on the site | 30% | 43% | 53% | 37% | 22% |
| Email published on the site | 63% | 76% | 84% | 73% | 64% |
| Third-party analytics tag | 80% | 18%† | 54%† | 85% | 57% |
| Ad pixel (Meta / Google Ads) | 18% | 3% | 10% | 20% | 9% |
| Blog | 50% | 34% | 25% | 62% | 27% |
| Online booking | 6% | 4% | 7% | 10% | 3% |
| Average Google rating | 4.60 | 4.66 | 4.68 | 4.69 | 4.52 |
† Wix and Squarespace include their own built-in visitor stats, which don’t show up as a tag in the page. A low number here means “no Google Analytics or similar”, not “the owner sees no traffic data at all”.
What stands out:
- Builder sites are easier to reach. Squarespace sites name the owner more than half the time and publish an email 84% of the time. On WordPress it’s 30% and 63%. That fits small, owner-run businesses that write their own About page.
- They almost never run ad pixels. 3% of Wix sites have one. If you sell paid ads or tracking setup, that’s an open field.
- Their reviews are just as good. Wix and Squarespace businesses average 4.66 to 4.68 stars, about the same as WordPress. A good business with a DIY website is the classic redesign client.
- Webflow is a different crowd. Webflow sites look like agency work: the most blogs (62%), the most chat widgets and booking links, and analytics on 85%. Don’t pitch them a redesign; they probably just had one.
How to get a list of local businesses on Wix or Squarespace
Technology-lookup tools start from a list of domains. For local work it’s quicker to start from Google Maps, where every business already comes with a phone, a rating and a review count, and detect the platform yourself.
- Search a trade and a city in LeadMerlin, for example “physical therapy clinic” in Denver, CO. Every result with a website gets crawled.
- Export the CSV. It has a
CMScolumn (wordpress,wix,squarespace,webflow,godaddy,duda…), plusOwner,Email,Email Status,Phone,RatingandReviews. - Filter
CMStowixorsquarespace, then sort byReviews. Businesses with many reviews and a DIY site are the strongest redesign leads. - Check a single site before you call. The free website tech checker shows the platform, analytics, ad pixels, chat and booking for any one URL.
With the API, the same filter is a few lines. Each business in GET /api/v2/jobs/{id}/results has web.tech.cms:
const builders = results.businesses.filter(
(b) => ['wix', 'squarespace', 'godaddy', 'duda'].includes(b.web?.tech?.cms) && (b.reputation?.reviews ?? 0) >= 20,
);Listings without a website don’t cost anything and are skipped by default. If you also want those, see how to find local businesses without a website.
What to say to a site-builder business
The pitch that works isn’t “your site is bad”. The owner built it and is probably proud of it. Better angles, based on the gaps above:
- “Your reviews are better than your website.” Compare their 4.7 stars and 80 reviews to a homepage that doesn’t show any of them.
- “You can’t see where your calls come from.” Most builder sites have no analytics tag and no ad pixel, so they can’t tell which marketing works.
- “Your clients can’t book online.” Online booking is still rare (4% to 7%), even for appointment businesses like PT clinics.
For more ways to rank a list on these signals, see qualifying local leads with tech stack signals.
Try it
New accounts get 100 free leads, no card needed. Run a search, filter the CSV on CMS, and you have a site-builder list for any trade and city.
Data: LeadMerlin, 1,448 US local business websites, June to November 2026. “Not detected” means not found in the HTML of the homepage and up to four subpages.