Well, it's hard to say just by reading your post. My gut is telling me it's probably related to how you sell those free sites.
Wix does not sell free websites. Their headlines in my country say 'create a dream website', 'you are capable of everything', 'feel the designer's freedom'. They're not selling websites. They're selling experiences.
The satisfaction of creating something as complex as a website on your own.
Freedom to choose whatever you want.
Confidence in what you build.
Nobody really wants just 'a free website'.
Wix does not sell free websites. Their headlines in my country say 'create a dream website', 'you are capable of everything', 'feel the designer's freedom'. They're not selling websites. They're selling experiences.
The satisfaction of creating something as complex as a website on your own.
Freedom to choose whatever you want.
Confidence in what you build.
Nobody really wants just 'a free website'.