Illustration: Sarah Grillo / Axios

The competition to oust Wordpress as the top website-building platform is heating up, with challengers pouring millions of dollars into marketing campaigns and readying bids to go public.

Why it matters: WordPress has remained the dominant tool in the field of website-building for a decade. But today, competitors see a lucrative opening to challenge it by focusing on design, simplicity, and community — values that have become more important to consumers in the era of social media and easily-accessible editing tools.

Driving the news: Squarespace is launching a large, multi-city ad campaign Tuesday, Axios has learned. The campaign will highlight the creativity of the sites built by small businesses on its platform, in an effort to bolster its image as a leader in website design.

  • The campaign includes 3 films that will run across TV and digital and 12 out-of-home ads that will appear in New York, Chicago, Toronto and London.
  • Squarespace has been investing more in strategic marketing and customer acquisition as it readies for an IPO in the next few years, sources tell Axios.

The news comes just days after Squarespace rival Automattic Inc., the parent company of web publishing platform WordPress.com, announced that it raised a $300 million as a part of a Series D round from Salesforce Ventures, putting Automattic’s valuation at $3 billion post-funding.

  • Wix, the Israeli-based web-building platform, reached its highest point on the Nasdaq this summer. The company made its name years ago when it raised over $120 million dollars upon going public at a $750 million valuation.
  • Medium, which is mostly for professional editorial bloggers, has recently launched a slew of magazines that it sells under one bundled subscription.

Be smart: The main thing that new challengers are focusing on is offering consumers a simpler and prettier solution to WordPress. And in a world where consumer expectations for quality and aesthetics online are extremely high, those are major selling points.

  • Squarespace's entire philosophy is based around design and its new marketing campaign is a reflection of that. The company has established itself amongst users as a premium space for establishing a brand online, and encourages creativity as a point of distinction within its software. Other web platforms are beginning to lean more into design as a way to compete.
  • Wix's advantage is that it's a less complex software tool than Wordpress. Wix allows users to drag and drop design imagery in real-time, while Wordpress mostly allows editors to view design changes via preview buttons.
  • Go Daddy has mostly distinguished itself as a platform for web and domain hosting. Its platform is less about design and creativity and more about function and scale.

Bottom line: "A website for everyone" is the cry of a bygone tech era, but most businesses and individuals still need to set up their own websites.

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Deadly storm Zeta pummels parts of Alabama and Florida

A satellite image of Hurricane Zeta. Photo: National Hurricane Center/NOAA

Former Hurricane Zeta has killed at least one person after a downed power line electrocuted a 55-year-old in Louisiana as the storm's powerful winds and heavy rainfall moved into Alabama overnight.

What's happening: After "battering southeastern Louisiana and southern Mississippi," Zeta weakened to a tropical storm over central Alabama early on Thursday, per the National Hurricane Center.

Taiwan reaches a record 200 days with no local coronavirus cases

Catholics go through containment protocols including body-temperature measurement and hands-sanitisation before entering the Saint Christopher Parish Church, Taipei City, Taiwan, in July. Photo: Ceng Shou Yi/NurPhoto via Getty Images

Taiwan on Thursday marked no locally transmitted coronavirus cases for 200 days, as the island of 23 million people's total number of infections reported stands at 550 and the COVID-19 death toll at seven.

Why it matters: Nowhere else in the world has reached such a milestone. While COVID-19 cases surge across the U.S. and Europe, Taiwan's last locally transmitted case was on April 12. Experts credit tightly regulated travel, early border closure, "rigorous contact tracing, technology-enforced quarantine and universal mask wearing," along with the island state's previous experience with the SARS virus, per Bloomberg.

Go deeper: As Taiwan's profile rises, so does risk of conflict with China

Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Politics: Biden ahead in Wisconsin, Michigan as cases surge in the Midwest.
  2. Health: Fauci says U.S. may not return to normal until 2022 — Trump's testing czar: Surge "is real" and not just caused by more tests Some coronavirus survivors have "autoantibodies."
  3. Business: Consumer confidence sinking Testing is a windfall.
  4. World: Europe faces "stronger and deadlier" wave France imposes lockdown Germany to close bars and restaurants for a month.
  5. Sports: Boston Marathon delayed MLB to investigate Dodgers player who joined celebration after positive COVID test.