In the past all web site builder products were much the same, which meant all websites were also very similar. Once one kind of software for web site building was released, others simply followed suit afterwards without much difference for some time. The programs included layout templates but limited those who wanted more custom designs.
As is often the case, human minds and the power of the imagination usually exceeds current technology, and website designers were crying out for more freedom for custom designing their pages. An example is some software that is deigned for those in the manufacturing profession or online stores. Currently there is pretty much a product targeting every niche for website building, and more are being released all the time.
A specialty being focused on at the moment is creating a big presence and impact in the retail industry with a fantastic web site. This type of software has been designed with retail web sites in mind and retail businesses have been buying in the thousands.
Certain service providers have their own customer website builder software that is now available. Different services being marketed on the web no longer...