Answered: Should I specialise in one platform such as Webflow or diversify?

This week I want to answer a question that seems to get asked again and again in various web design forums and in Facebook groups: "Should I specialise in just one platform (such as Webflow) or work with other platforms simultaneously?". This question is mainly asked by freelance Designers who are either just starting out or who have already started working with one platform, but are not sure if they should branch out and offer their services using other platforms and/or website builders as well. There are certainly advantages for both approaches – focusing on just working with Webflow (that's what I do) or working with multiple platforms such as Wordpress, Squarespace, Wix and others. Of course I can only give you my take on this question, but try to be as objective as possible in the pros and cons list that follows.

Advantages of working with multiple platforms

• You can take on a variety of client projects, no matter the platform required (or requested) by your client and potentially not leaving money on the table so to speak
• If there are less projects available that are suitable for platform X, you can just go after project suitable for platform Y instead
• You're being kept on your toes at all times, since you have to stay up to date with several platforms at the same time and keep your skills sharp – depending on the person you are this might be exciting for you as no project is the same as the one before

Advantages of focussing on just one platform (such as Webflow)

• You can really hone your skills with a particular tool or platform and become a pro, since you don't have to spread yourself thin between multiple web builders
• You are more likely to be seen as an expert with a particular platform as you have specialised in a particular tool and as a consequence market yourself as a specialist with tool X
• Depending on your circumstances you might be able to charge more as you are are perceived as an expert in your field as compared to someone who offers a little bit of everything
• If you really enjoy working with platform X and/or dislike working with platform Y, working with just platform X allows you to do what you enjoy doing most. So for instance, if you advertise yourself as being specialised in working with Webflow, it will be unlikely that you receive lots of client requests for a Squarespace site.

But don't you mind missing out on lucrative opportunities by rejecting projects for other platforms than Webflow?

By marketing myself as being specialised in Webflow, I never get requests for Wix, Squarespace or Wordpress sites and that's great. But let's be honest, by specialising in just Webflow as a platform I am not missing out on opportunities but instead working on projects that pay well and that I really want to work on – with people I want to work with. These are often long-term ongoing projects with startups that do great stuff and that need ongoing assistance in the web/UI/UX design area.

If you are just working with one particular platform aren't you prone to suggesting this particular platform for every project, even if it's not a good fit?

This is of course something you shouldn't do: Tell clients that platform X is the solution to all their problems or fits every use case. This is not the case for Webflow or any other platform out there. Firstly, for me I rarely get requests for websites that are not Webflow sites. As I advertise myself as working only with Webflow, I mainly work with clients who have already decided upon working with Webflow (this is why they have contacted me in the first place). If the client is not sure of which platform to use and/or I determine Webflow is not the right fit for their project I point them into the direction. Again, in this case this is a project I won't be working on (and subsequently don't get paid for) but that's fine by me.

In the end you have to decide what's right for you and your business. If you enjoy dabbling with different platforms or have a team with different specialists who are great with a particular platform or tool, all the power to you. If not, that's fine as well. Hone your skills with your preferred platform and do what works best for you. Good luck.

Any questions? Contact me here.

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