Which website builders do local businesses use? (2026)
By Louis-Marie Giudicenti. Published . Updated . Websites read .
WordPress runs 29.2% of the websites of US businesses on Google Maps, Wix 7.1% and Squarespace 5.6%, out of the 12,846,647 sites Primavera read on November 9, 2026. Among the sites built with a website builder Primavera recognizes, 66.7% use WordPress. Lawyers use it the most (57.4%), gas stations the least (6.9%).
- 29.2%
WordPress runs 29.2% of the 12,846,647 US business websites Primavera read, and 66.7% of those built with a recognized website builder; Wix runs 7.1% and Squarespace 5.6% (Primavera, November 2026).
- 5.6%
Squarespace is mostly North American: it runs 5.6% of business websites in the United States and 5.4% in Canada, against 3.9% in the United Kingdom and 0.7% in France, where WordPress reaches 36.1% (Primavera, November 2026).
- 28.4%
Interior designers are the US trade that uses Squarespace the most: 28.4% of their 29,242 websites read, plus 17.9% on Wix, against 5.6% and 7.1% for all US businesses (Primavera, November 2026).
Source: Primavera’s database of Google Maps listings and the websites they link to, snapshot 2026-11, counted November 9, 2026 across the whole database (not a sample). Shares are of the websites read: see method.
WordPress leads in every country; Squarespace stays North American
The chart compares the seven most common website builders in the three largest countries of the study. Each bar is the share of the business websites Primavera read in that country.
Share of business websites built with each website builder
Websites read: 12,846,647 in the US, 2,756,508 in the UK, 3,076,781 in France.
Wix runs a similar share in all three countries, from 5.8% to 7.5% of business websites. Squarespace runs 5.6% of US business websites and 0.7% of French ones; WordPress, 29.2% in the US and 36.1% in France.
Source: Primavera, websites read November 9, 2026. A website can show two builders (a WordPress site with a Shopify shop), so the bars of a country don’t add up.
| Country | Sites read | WordPress | Wix | Squarespace | Shopify | Any builder | WordPress, of builders |
|---|---|---|---|---|---|---|---|
| United States | 12,846,647 | 29.2% | 7.1% | 5.6% | 2.2% | 43.7% | 66.7% |
| United Kingdom | 2,756,508 | 29.3% | 7.5% | 3.9% | 2.2% | 41.9% | 69.9% |
| France | 3,076,781 | 36.1% | 5.8% | 0.7% | 1.4% | 46.6% | 77.6% |
| Canada | 1,461,749 | 36.9% | 6.7% | 5.4% | 3.8% | 53.1% | 69.6% |
| Switzerland | 663,501 | 30.1% | 4.8% | 1.6% | 0.4% | 39.4% | 76.4% |
| Belgium | 510,970 | 25.3% | 4.8% | 1.3% | 0.9% | 37.0% | 68.4% |
| Luxembourg | 31,028 | 38.6% | 8.0% | 1.4% | 1.2% | 52.0% | 74.2% |
| Andorra | 5,316 | 29.6% | 2.7% | 1.3% | 1.4% | 39.2% | 75.4% |
Note: “Any builder” is the share of websites built with one of the nine builders Primavera recognizes; “WordPress, of builders” is WordPress’s share of those websites, the way market-share studies usually count. WordPress ranges from 25.3% of business websites in Belgium to 38.6% in Luxembourg.
Lawyers use WordPress the most, gas stations the least
In the United States, the share of WordPress varies tenfold from one trade to another. The top of the list is made of firms and trades that sell their expertise; the bottom, of trades where chains hold many outlets, whose listings often link to the brand’s own site.
| # | Trade | Websites read | On WordPress | vs US (pts) |
|---|---|---|---|---|
| 1 | Lawyers | 179,143 | 57.4% | +28.2 pts |
| 2 | Dentists | 172,190 | 48.7% | +19.5 pts |
| 3 | Roofing contractors | 68,640 | 46.1% | +16.9 pts |
| 4 | Architects | 29,675 | 40.2% | +11.0 pts |
| 5 | Chiropractors | 56,745 | 40.2% | +11.0 pts |
| 6 | HVAC contractors | 65,767 | 39.9% | +10.7 pts |
| 7 | Plumbers | 41,804 | 39.4% | +10.2 pts |
| 8 | Veterinarians | 44,675 | 38.7% | +9.5 pts |
| 9 | Accountants and CPAs | 60,414 | 37.7% | +8.5 pts |
| 10 | Contractors | 215,252 | 37.5% | +8.3 pts |
| 11 | Trucking companies | 15,381 | 37.1% | +7.9 pts |
| 12 | Property management companies | 36,784 | 36.0% | +6.8 pts |
| 13 | Churches | 204,591 | 35.0% | +5.8 pts |
| 14 | Cleaning services | 90,031 | 34.7% | +5.5 pts |
| 15 | Breweries | 8,855 | 33.8% | +4.6 pts |
| 16 | Interior designers | 29,242 | 32.3% | +3.1 pts |
| 17 | Landscapers | 93,175 | 31.1% | +1.9 pts |
| 18 | Gyms | 51,183 | 30.1% | +0.9 pts |
| 19 | Real estate agents | 321,096 | 29.9% | +0.7 pts |
| 20 | Auto repair shops | 114,684 | 28.9% | −0.3 pts |
| 21 | Bars | 32,549 | 27.9% | −1.3 pts |
| 22 | Insurance agencies | 169,891 | 25.5% | −3.7 pts |
| 23 | Physicians and medical clinics | 1,055,386 | 25.4% | −3.8 pts |
| 24 | Mortgage brokers | 82,487 | 24.8% | −4.4 pts |
| 25 | Hospitals | 11,417 | 24.2% | −5.0 pts |
| 26 | Hotels | 50,165 | 22.9% | −6.3 pts |
| 27 | Auto dealers | 53,112 | 21.1% | −8.1 pts |
| 28 | Restaurants | 551,667 | 20.4% | −8.8 pts |
| 29 | Beauty salons | 145,839 | 18.8% | −10.4 pts |
| 30 | Funeral homes | 15,865 | 15.2% | −14.0 pts |
| 31 | Hair salons | 81,997 | 14.4% | −14.8 pts |
| 32 | Bakeries | 56,365 | 14.0% | −15.2 pts |
| 33 | Pharmacies | 62,445 | 12.7% | −16.5 pts |
| 34 | Coffee shops | 70,097 | 12.2% | −17.0 pts |
| 35 | Gas stations | 102,017 | 6.9% | −22.3 pts |
All US businesses: 29.2% of 12,846,647 websites read
Lawyers run WordPress 8 times as often as gas stations: 57.4% of 179,143 websites, against 6.9% of 102,017.
Interior designers, breweries and architects build on Squarespace
Squarespace and Wix are builders a business owner can use alone, without a developer. Their share rises in the trades that sell on looks and taste.
| # | Trade | Websites read | On Squarespace | vs US (pts) |
|---|---|---|---|---|
| 1 | Interior designers | 29,242 | 28.4% | +22.8 pts |
| 2 | Breweries | 8,855 | 22.4% | +16.8 pts |
| 3 | Architects | 29,675 | 21.8% | +16.2 pts |
| 4 | Bars | 32,549 | 16.3% | +10.7 pts |
| 5 | Gyms | 51,183 | 10.3% | +4.7 pts |
| 6 | Churches | 204,591 | 10.0% | +4.4 pts |
| 7 | Hair salons | 81,997 | 9.7% | +4.1 pts |
| 8 | Coffee shops | 70,097 | 8.5% | +2.9 pts |
| 9 | Contractors | 215,252 | 8.2% | +2.6 pts |
| 10 | Chiropractors | 56,745 | 7.8% | +2.2 pts |
| 11 | Landscapers | 93,175 | 7.8% | +2.2 pts |
| 12 | Bakeries | 56,365 | 7.3% | +1.7 pts |
| 13 | Accountants and CPAs | 60,414 | 7.1% | +1.5 pts |
| 14 | Lawyers | 179,143 | 6.0% | +0.4 pts |
| 15 | Property management companies | 36,784 | 6.0% | +0.4 pts |
| 16 | Beauty salons | 145,839 | 5.9% | +0.3 pts |
| 17 | Restaurants | 551,667 | 5.9% | +0.3 pts |
| 18 | Cleaning services | 90,031 | 5.0% | −0.6 pts |
| 19 | Real estate agents | 321,096 | 4.4% | −1.2 pts |
| 20 | Plumbers | 41,804 | 4.3% | −1.3 pts |
| 21 | Roofing contractors | 68,640 | 3.8% | −1.8 pts |
| 22 | Hotels | 50,165 | 3.6% | −2.0 pts |
| 23 | Veterinarians | 44,675 | 3.6% | −2.0 pts |
| 24 | Dentists | 172,190 | 3.5% | −2.1 pts |
| 25 | HVAC contractors | 65,767 | 3.3% | −2.3 pts |
| 26 | Auto repair shops | 114,684 | 2.9% | −2.7 pts |
| 27 | Trucking companies | 15,381 | 2.8% | −2.8 pts |
| 28 | Insurance agencies | 169,891 | 1.8% | −3.8 pts |
| 29 | Physicians and medical clinics | 1,055,386 | 1.8% | −3.8 pts |
| 30 | Mortgage brokers | 82,487 | 1.5% | −4.1 pts |
| 31 | Funeral homes | 15,865 | 1.3% | −4.3 pts |
| 32 | Hospitals | 11,417 | 0.8% | −4.8 pts |
| 33 | Pharmacies | 62,445 | 0.7% | −4.9 pts |
| 34 | Auto dealers | 53,112 | 0.7% | −4.9 pts |
| 35 | Gas stations | 102,017 | 0.6% | −5.0 pts |
All US businesses: 5.6%
Wix leads among interior designers (17.9%), churches (14.0%) and breweries (13.9%). Squarespace runs more websites than Wix in seven of the 35 trades.
The same trade in the US, the UK and France
The table gives the share of WordPress for each trade in the three largest countries. The trades are the same Google Maps categories in every country.
| Trade | US | UK | France |
|---|---|---|---|
| Lawyers | 57.4% | 46.0% | 50.7% |
| Dentists | 48.7% | 44.8% | 43.7% |
| Roofing contractors | 46.1% | 43.9% | 37.8% |
| Architects | 40.2% | 35.9% | 49.1% |
| Chiropractors | 40.2% | 47.2% | 40.7% |
| HVAC contractors | 39.9% | 38.1% | 43.7% |
| Plumbers | 39.4% | 32.6% | 42.0% |
| Veterinarians | 38.7% | 32.1% | 43.9% |
| Accountants and CPAs | 37.7% | 38.9% | 52.8% |
| Contractors | 37.5% | 33.8% | 47.8% |
| Trucking companies | 37.1% | 42.0% | 52.1% |
| Property management companies | 36.0% | 37.2% | 42.5% |
| Churches | 35.0% | 38.8% | 56.6% |
| Cleaning services | 34.7% | 34.4% | 40.4% |
| Breweries | 33.8% | 32.6% | 52.8% |
| Interior designers | 32.3% | 30.6% | 52.1% |
| Landscapers | 31.1% | 34.8% | 44.8% |
| Gyms | 30.1% | 33.6% | 49.3% |
| Real estate agents | 29.9% | 36.4% | 16.4% |
| Auto repair shops | 28.9% | 27.8% | 24.0% |
| Bars | 27.9% | 39.4% | 37.7% |
| Insurance agencies | 25.5% | 36.8% | 15.6% |
| Physicians and medical clinics | 25.4% | 39.5% | 37.4% |
| Mortgage brokers | 24.8% | 39.1% | 51.4% |
| Hospitals | 24.2% | 38.4% | 51.5% |
| Hotels | 22.9% | 29.5% | 30.1% |
| Auto dealers | 21.1% | 18.3% | 26.3% |
| Restaurants | 20.4% | 25.2% | 32.2% |
| Beauty salons | 18.8% | 27.7% | 37.5% |
| Funeral homes | 15.2% | 31.8% | 56.3% |
| Hair salons | 14.4% | 31.1% | 36.4% |
| Bakeries | 14.0% | 23.9% | 31.0% |
| Pharmacies | 12.7% | 21.8% | 23.0% |
| Coffee shops | 12.2% | 25.2% | 34.3% |
| Gas stations | 6.9% | 15.0% | 22.2% |
The widest gap goes both ways. Funeral homes use WordPress more in France (56.3%) than in the US (15.2%); real estate agents use it less (16.4% against 29.9%).
Why more than half of the sites show no recognized builder
56.3% of the US business websites Primavera read show none of the nine builders it recognizes. They are built by hand, by an agency with its own tools, or with builders that leave no clear mark in the page, such as GoDaddy’s, Weebly or Duda. Primavera does not detect those builders yet: their share is counted in “no recognized builder”, which is therefore overstated.
Studies of the whole web find a lower share of Wix and Squarespace. Suff Digital counted WordPress on 32.9% of 14,687,628 homepages of websites outside the top million worldwide, Wix on 2.9% and Squarespace on 1.6% (published September 24, 2026). That sample holds every kind of website; this study holds only the websites of businesses listed on Google Maps, where do-it-yourself builders are 2 to 3 times as common.
What these figures don’t say
- What share of businesses use WordPress. The figures are shares of the websites read: 12,846,647 of the 27,976,084 US businesses on Google Maps (45.9%). Businesses with no website, or a Facebook page as their website, are not in them.
- Websites that could not be read. Primavera read 82.9% of the US businesses’ own websites; a site that blocks robots or was down has no builder in these figures.
- Which builders Primavera doesn’t recognize. GoDaddy’s builder, Weebly, Duda, Webnode, Jimdo and hand-built sites all count as “no recognized builder”.
- How many companies use a builder. A chain counts once per listing, even when all its listings link to the same website.
- A trend. This is the first edition; changes over time will be shown from the next monthly snapshot.
Questions
What percentage of small business websites use WordPress?
In the United States, 29.2% of the websites of businesses listed on Google Maps run on WordPress, according to Primavera’s reading of 12,846,647 sites on November 9, 2026. Among the websites built with a builder Primavera recognizes, the share is 66.7%.
Is Wix or Squarespace more popular with small businesses?
Wix, slightly: it runs 7.1% of US business websites, against 5.6% for Squarespace. Squarespace leads in seven of the 35 trades, interior designers first (28.4%). Outside North America, Squarespace is rare: 3.9% of UK business websites and 0.7% in France.
Which website builder do businesses use outside the United States?
WordPress, in all eight countries of the study: from 25.3% of business websites in Belgium to 38.6% in Luxembourg.
Why do so many business websites show no website builder?
Many are built by hand or by agencies, and some builders leave no mark Primavera recognizes (GoDaddy’s, Weebly, Duda). In the US, 56.3% of the websites read show none of the nine builders recognized; that share counts every builder Primavera doesn’t detect.
Can I reuse these figures?
Yes, under the CC BY 4.0 license: you can copy, publish or adapt them, with a credit to Primavera and a link to this page. The CSV, the chart and a citation ready to copy are in the method box.
Method and data
Snapshot 2026-11, read November 9, 2026- What is counted
- The open businesses on Google Maps that Primavera holds in eight countries (27,976,084 in the United States), counted as in a new Primavera search: service points (lockers, charging stations) and hidden categories (bus stops) are left out. Only the businesses’ own websites that Primavera read are kept: a website link to a social network (Facebook, Instagram, Linktree) or to a booking or ordering platform carries no builder.
- Website builder
- Recognized from the code of the website’s pages: WordPress, Wix, Squarespace, Shopify, Webflow, Drupal, Joomla, Magento, PrestaShop. WooCommerce counts as WordPress, of which it is an add-on. A website can show two builders.
- Trades
- 35 trades, each a set of Google Maps categories, the same in every country (for example, roofing contractors are the “Roofing contractor” category). Real estate offices, a subset of real estate agents, are left out of this study. Definitions in the methodology.
- Dates
- The websites in Primavera’s database are read again every day. The figures here come from one exact count over the whole database on November 9, 2026 (snapshot 2026-11), not from a sample. A share based on fewer than 300 websites is not published.
- Other studies
- Suff Digital, “WordPress Runs 32.9% of Small Business Websites”. Page read November 4, 2026.
- Cite and download
- Louis-Marie Giudicenti (2026). “Which website builders do local businesses use? (2026).” Primavera. Data: snapshot 2026-11, November 9, 2026. https://primaverapp.com/en/data/studies/website-builders-local-businesses
Permanent link: https://primaverapp.com/en/data/studies/website-builders-local-businesses
Download: countries and trades (CSV), chart (SVG)
Free to reuse under the CC BY 4.0 license, with a link to this page.
Written by Louis-Marie Giudicenti
Founder of Primavera. Primavera sells lists of local businesses built from the same database.
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