There's this old joke among business owners that goes something like this:

"I don't need a website, I already have a Facebook page." 

And while that's not exactly true anymore, it gets at a deeper truth about the way a lot of people think about their online presence. They see it as a one-and-done deal—something you get, set up, and then forget about. It's a checkbox on the to-do list.

But here’s the thing: a website is a living, breathing thing. It’s your digital storefront, your most tireless salesperson, your main hub for all things business. 

The moment you "launch" and then forget about it is the moment it starts to become outdated, a little dusty, and ultimately, ineffective.

This is where the idea of WaaS, or Website as a Service, comes in. 

Think of it like a subscription model for your website, much like a SaaS platform. Instead of buying software once and then dealing with the headaches of updates, maintenance, and security on your own, you pay a regular fee for a team to handle it all for you. 

It’s a complete website solution that takes the heavy lifting off your plate. 

This model is gaining popularity because it shifts the focus from a one-time, expensive project to a long-term, predictable partnership. You get a professionally managed website that's always evolving, always fresh, and always working for you.

The OLD Way: Why Traditional Web Design is a Massive Headache

Let’s talk about the way things used to be—and still are—for many traditional agencies: the project-based model.

Here are just a few of the headaches that come with it.

1. Big upfront costs

This is the biggest hurdle for most online and local businesses. 

You're looking at a single, massive invoice, often starting at $4,000 and easily climbing into the tens of thousands for anything truly custom design. 

This isn't a simple website solution; it's a huge financial commitment. And that's before you even start thinking about recurring revenue.

2. No website copywriting included

Almost all of the time, the agencies will hand you a beautiful, but empty, shell of a website and say, "Okay, send us the copy." 

Suddenly, you're the one staring at a blank screen, trying to figure out how to write compelling sales copy when you're busy running your business. 

It's a classic moral failure of the project model.

3. Little (or no) support after launch

The minute your site is live, the project is done. If something breaks, if you have a question, or if you need an update, you're on your own. That’s a huge source of anxiety for any business owner. You're left holding the bag.

You have to figure out a complex Content Management System like WordPress with its endless plugins and security vulnerabilities all by yourself.

4. Surprise invoices for minor updates

Remember that thing I said about paying for every little change? It's true. 

That minor fix you thought would take five minutes? Surprise! It’s another invoice. 

Your initial cost was just the beginning. There's no ongoing customer service built into the process.

5. Figuring out how to update your CMS

This is a real problem. You get a Content Management system, and maybe you get an hour of training. Then, you're left to your own devices. 

The result? 

Most business owners never touch their CMS. Their website stagnates. Their Search Engine Optimisation suffers because they aren't adding fresh content. 

They are literally leaving money on the table because they don't have the time or the know-how to make website changes themselves.

What's included with WaaS?

When you choose a WaaS plan, you're not just buying a website. You're getting a full suite of maintenance services, all wrapped up into a single monthly fee. This is a big reason why many local businesses and small companies are choosing this route—it simplifies everything.

Here’s a breakdown of what’s typically included.

1. Custom design and development

You aren’t stuck with generic themes or cookie-cutter templates. A good WaaS provider builds custom websites tailored to your brand, audience, and specific business challenges. This is a professional-grade web design and website development service.

2. Website copywriting

Too many businesses spend thousands on a beautiful site only to have weak, unpersuasive copy. A solid WaaS plan often includes content planning and website copywriting, so your site works to drive sales and conversions.

3. Fully managed hosting & security

With WaaS, you don't have to worry about a thing. The hosting is handled for you on a powerful, reliable platform like Webflow, Kinsta, or Google Cloud. This also includes an SSL certificate and a Content Delivery Network (CDN).

The support team takes care of constant security updates and patches, making sure your site is protected. This level of website security provides huge peace of mind.

4. On-Page and technical SEO

Having a great website is one thing; getting people to find it is another. A WaaS plan includes Search Engine Optimization right from the start. That means the provider handles all the technical stuff, like SEO optimization and making sure your site is structured for search engine ranking.

They'll also provide assistance with things like AI generation of alt-texts for images and building an initial set of backlinks, giving your site a powerful boost from day one. You’ll get expert help with your digital marketing efforts.

5. Unlimited website updates

The traditional model makes you pay for every little change. With WaaS, website changes, content updates, and design updates are all part of the package. It’s a completely hands-off experience for the customer.

If you need a new Landing Page or want to re-arrange some content, you just ask.

6. Ongoing support and maintenance

You get a direct line to a dedicated support team that provides customer service and assistance whenever you need it. This includes things like malware removal, Server setup, and automatic backups.

A good provider will even offer regular Support Call check-ins and client management tools to keep communication clear and simple.

Is WaaS the right choice for your business?

Is WaaS for everyone? Honestly, no. It’s a fantastic website solution, but it’s not a magic bullet. The key is knowing who it’s built for and who it isn't.

Who is the ideal WaaS client?

The perfect client for this service is someone who understands the need for a professional online presence but doesn't have the time, desire, or technical skills to manage it themselves. They want to focus on what they do best, whether that's selling online services, software products, or local businesses.

They value predictability and want to know exactly what they're paying each month. They see the value in a professional support system that provides assistance with everything from design updates to performance optimization.

This model is especially perfect for companies that need an active web presence but don't want to hire a full-time employee to handle all the website management tasks. 

Who is WaaS NOT made for?

Conversely, this isn’t for everyone. If your business requires a highly complex, custom-coded marketplace platforms like WooCommerce or Shopify with extensive E-commerce functionality, a project-based approach might be a better fit.

This model is also not for a client who wants full ownership of the code and the ability to move it to a different hosting provider at any time. With WaaS, the website is essentially “leased” to you. This is a small trade-off, but it's an important question to consider.

Keep in mind that you can usually transfer complete ownership after a set period (usually 12-24 months).

Quick note: Kevin Geary raised some fair points in his case against WaaS, which I responded to in detail.

How much does WaaS cost?

The cost of WaaS varies, but the beauty of it is that instead of a huge, one-time payment, you're looking at a small setup fee followed by a predictable monthly subscription. The initial cost might be a few hundred dollars, and then the monthly fee could be a few hundred on up.

For that fee, you're not just paying for a website. You're paying for a support team, for hosting on a premium platform, for security, and for the peace of mind that comes with knowing a professional is always looking after your most valuable digital marketing asset.

How long does it take to build a website?

The typical project-based website redesign can take anywhere from three to six months, or even longer. With the WaaS model, that timeline is often drastically reduced. Because a good agencies have streamlined their processes, they can get a high-quality, professional website live in 7 to 14 days.

The goal is to get you up and running quickly so you can start to generate leads and make sales. For example, a WaaS provider that specialises in Webflow can often deliver a site much faster than a WordPress agency due to the efficiency of the platform itself. The load balancing and performance are already built in.

The bottom line: cost and time

When you're trying to figure out which approach is right for your business, it really comes down to this: what’s more valuable to you? A one-time, expensive project that leaves you with all the responsibility, or a predictable, recurring revenue model that gives you a complete, professionally managed website solution and ongoing support?

The WaaS model takes the burden of website management and maintenance off your shoulders so you can get back to what you do best. It’s a smarter way to handle your business, a more flexible way to manage your budget, and a more effective way to ensure your most important digital asset is always working for you.