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I usually take a slightly different tack because the technical level of people I usually am dealing with is lower. I tend to be pitching to decision makers and not tech people. A bit of my standard answer is below.
Wix and Squarespace are proprietary systems meant for unsophisticated users who want to build their own websites quickly and easily. While they are good for that specific use case, they do not offer any way to move beyond that if your needs arise. Since they are proprietary closed systems if you need something more advanced at some point your only option is to start over.
WordPress is an Open Source CMS that allows much more freedom. It is not quite as simple to setup and create a new site but if you are talking to me then you are not looking to build it yourself so that is really a non-issue. The main benefit of WordPress is freedom. You can host it on virtually any decent web hosting service and since it uses PHP and MySQL you can have virtually any developer take over a project without problem.
I believe in open source because of that freedom. It is good for me as a developer and it is good for my clients. If something were to happen to me or my company you would have no problem finding another qualified WordPress developer to take over the site in a totally seamless fashion. There would be no need to start from scratch.
Additionally the extensible nature of WordPress means that no matter what your future needs, WordPress can handle it. Adding things like e-commerce and custom quoting systems are just two examples of advanced solution's that I have added to WordPress sites years after they were first built.
WordPress is used by tiny one person businesses all the way up to major websites like the NY Times and I think it is right for this project as well.
So many choices for CMSs these days. So then what do you choose if speed, security and customization are key? Headless for one. Consuming your own APIs for content is absolute key. It makes designing pages in the front-end a breeze. Leaving Ghost and Cockpit. If I then looked at the footprint and impact on server load, Cockpit definitely wins that battle.
10 Years ago I have started to check more about the online sphere and I have decided to make a website. There were a few CMS available at that time like WordPress or Joomla that you can use to have your website. At that point, I have decided to use WordPress as it was the easiest and I am glad I have made a good decision. Now WordPress is the most used CMS. Later I have created also a site about WordPress: https://www.wpdoze.com
Pros of Craft
- Quick bespoke CMS8
- Easy to use CMS7
- Clean slate approach to templating6
- Has it's own StackExcange2
- Clean templating markup (twig)2
- Great support2
- Free licence available for single user account version2
Pros of Ghost
- Quick/simple post styling29
- Open source19
- Live Post Preview19
- Seamless writing16
- Fast and Performatic5
- Wonderful UI3
- Full Control3
- Headless CMS1
Pros of WordPress
- Easy to manage365
- Plugins & themes353
- Non-tech colleagues can update website content257
- Really powerful246
- Rapid website development144
- Best documentation77
- Product feature set44
- Custom/internal social network35
- Open source17
- Great for all types of websites8
- Huge install and user base7
- Open Source Community5
- Most websites make use of it5
- Perfect example of user collaboration5
- It's simple and easy to use by any novice5
- I like it like I like a kick in the groin5
- API-based CMS4
- Easy To use3
- <a href="https://secure.wphackedhel">Easy Beginner</a>2
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Cons of Craft
Cons of Ghost
Cons of WordPress
- Plugins are of mixed quality12
- Hard to keep up-to-date if you customize things12
- Not best backend UI9
- Complex Organization2
- Great Security1