You Don’t Need to Be “Techy” to Build a Great Website
In our latest episode of Let’s Not Optimize This, we spent some time reflecting on feedback we’d received about what it’s like to work with us, and noticed a theme: clients often feel relieved when they realise they can ask questions and get practical answers. Things like:
“I updated some records, and now something is messed up. Can you help?”
“I made an update to my website, but I can’t see the changes. Is something wrong?”
“Is my website hosted on WordPress?”
It’s completely normal to ask these questions. We wholeheartedly encourage this! Most business owners aren’t tech specialists, and they don’t need to be. They are, however, eager to serve customers, grow their business, and get shit done. That’s exactly why you hire someone who can handle the tech stuff, so you don’t have to worry about it.
Watch the full episode here: Cache-ing Spells & Website Hauntings
Understanding the Foundations
Think of it like this:
- Your domain is the address for your website. It’s purchased from a domain registrar. You lease this.
- DNS gives the registrar guidance where your website will live, and become accessible to the public.
- The files (e.g. content, code, media) are directed to the host. You own the files.
- Hosting is the land where the site lives. You rent this.
- Your CMS (WordPress, etc.) is the building, and inside is gorg interior design and furniture.
Once you’ve got your head wrapped around that, you’re not lost. You’re just choosing how you decorate, how you engage visitors.
You Don’t Have to Master Everything
Esther Perel has spoken about a growing condition she calls “social atrophy.” In a Fortune interview, she describes it as the quiet erosion of our ability to connect. Busier schedules, digital tools, and constant uncertainty have made us more “networked” than ever, yet less capable of building genuine relationships or communicating clearly. (Fortune Well)
The same thing is happening in business. We’ve built an ocean of technology meant to make connection easier, but many teams feel more overwhelmed, not more connected. There’s so much activity, but not always clarity.
This is something we see all the time in our own work. Businesses pile on tools to manage websites, marketing, and communication, but lose sight of the simple fundamentals: what their site is for, who it’s serving, and how to keep it healthy. It’s a kind of digital atrophy where systems expand and understanding shrinks.
That’s why the basics matter. You don’t need to master every technical detail, but you should understand how your website lives, how it connects to your audience, and how to nurture it with intention. Perel’s insight reminds us that having all the tech in the world doesn’t automatically translate into meaning or clarity. What matters is how you use the tech to craft a genuine connection.
Empowerment Beats Dependency
One of our favorite parts of the job is helping clients feel confident using their websites on their own. It might sound counterintuitive, but seeing a client happily upload new photos, swap out a headline, or fix a broken link after a quick training session feels amazing.
It also pays off. Businesses that regularly update their websites see up to 30% higher engagement rates, because fresh content keeps visitors coming back (HubSpot State of Marketing Report, 2025). A little confidence goes a long way.
When AI Skips the Fundamentals
Lately, we’ve seen more people experiment with AI website builders. They’re quick, cheap, and make big promises. But here’s something that gave us pause: when one young creator was asked how his AI-built sites were hosted, he didn’t know. At all.
That’s a problem.
It’s tempting: “Generate a site in minutes!” But according to TechRadar, AI builders often come with limitations such as restricted design flexibility, SEO gaps, and vendor lock-in, meaning you might find it difficult to migrate your site or access full control later.
AI can be a helpful assistant, but the risk shows up when the platform keeps you in a black box. If you do not have clear access to your hosting, backups, and source files, you may be stuck if the vendor changes pricing or disappears. That is not hypothetical. The 2025 coverage around Builder.ai’s collapse is a reminder that shortcuts in tech often hide bigger risks.
Builder.ai burned through roughly $450 million in funding before going into administration, and according to writer Nicholas Cole, much of the “AI-built” magic was actually human labor behind the curtain. In his piece “The Illusion of No-Code: Builder.ai’s Fall and What It Means for Founders”, Cole describes the platform as “smoke and mirrors,” with real engineers quietly building projects while the brand sold the idea of full automation.
He points out that even if a system can spin up a form, login screen, and dashboard in minutes, it can’t design a thoughtful user experience or evolve with a business’s needs. And the bigger issue? Ownership. As Cole writes, “Do you actually own the code? Spoiler: you don’t — and they want to lock you in for a reason.”
That kind of vendor lock-in isn’t unique to Builder.ai; it’s everywhere in the no-code world. When you don’t control your hosting, backups, or codebase, you don’t truly own your product. If the platform disappears, so does your business.
It’s a good gut-check for anyone tempted by “instant websites” or “AI-built apps.” Tools can accelerate creativity, but they can’t replace understanding. As Cole puts it, “LLMs and code assistants are just power tools — they still depend on the person holding them.”
So before handing over your digital foundation to a magic-button platform, ask yourself a few grounding questions:
- Do I have access to my files, database, and backups?
- Can I move my site if I need to?
- Who’s responsible when something breaks?
If you can’t answer those confidently, it’s worth slowing down and partnering with someone who can help you make sense of it all.
Collaboration/Solo Hustle
We don’t believe in making you do everything or doing everything for you. The sweet spot is when we work together.
One client (very comfortable with WordPress) had a plugin conflict that broke part of their site. We stepped in, figured out the fix, and taught a technique that improved their process. They walked away with more than a fix; they gained a skill.
We don’t claim to have all the answers. What we do have is curiosity, and a willingness to figure things out right alongside you. The best projects aren’t one-sided; they’re shared discoveries that make everyone smarter and the end result stronger.
Ask the question. Get the answer. Move forward.
Having questions about domains, hosting, caching, external links, CMS vs hosted platform are not signs of weakness. It means you’re doing it right.
When you ask “What’s an external link exactly?” or “Why does my edit not appear right away?” you’re actually showing you care about how your website works. That means less surprise, fewer late nights, better results.
If you’ve ever held back a question because you thought it was silly, ask it anyway. Your website will be better for it.
Quick Starter Glossary
Domain – the human-friendly address (example.com).
Hosting – the server space where your website’s files and database live.
DNS – the system that maps domain names to hosting servers.
Caching – temporary storage (browser/server/CDN) that makes pages load faster but can delay recent changes.
CMS (Content Management System) – the software (like WordPress) that lets you edit and manage your website without writing code.