In the early days of the web, finding this answer was simple—you just looked at the source code and likely saw simple HTML and CSS. Today, the landscape is a complex ecosystem of Content Management Systems (CMS), headless frameworks, and visual page builders. A site might look like a custom enterprise solution but actually be running on a flexible platform like Elementor or a closed ecosystem like Wix.

This comprehensive guide will turn you into a digital detective. We will move beyond simple browser extensions and dive deep into the source code forensics that reveal the true DNA of any website. We’ll explore why this information matters, how to uncover it, and what the choice of a website builder reveals about a brand’s strategy.

Key Takeaways:

  • Source Code Reveals All: Examining a website’s source code is the most reliable method for identifying the underlying technology.
  • Automated Tools Speed Up the Process: Browser extensions like Wappalyzer and online scanners like BuiltWith can instantly profile a site’s tech stack, saving time on manual inspection.
  • Platform Signatures: Every major builder leaves a digital fingerprint, from /wp-content/ for WordPress to static.wix.com for Wix.
  • Strategic Analysis: Knowing what builder was used helps you understand the budget, scalability, and technical limitations of a competitor.
  • Elementor’s Unique Footprint: High-performing, professional sites often show specific code markers (like elementor-section) that indicate a balance of design freedom and performance.

The “Quick Look”: Visual Clues Hiding in Plain Sight

Before we break out the advanced tools, we can often identify a website builder just by looking at the frontend elements. Many platforms leave distinct visual markers, especially on their free or lower-tier plans.

Check the Footer Credits

The most obvious clue is often hiding in the footer. While professional brands usually remove these, many sites still retain the default “Powered by” text.

  • Shopify: Often says “Powered by Shopify” or just “Theme by…”
  • WordPress: “Proudly powered by WordPress.”
  • Wix/Squarespace: “Made with Wix” or “Powered by Squarespace.”

The Favicon Giveaway

The favicon is the small icon displayed in the browser tab next to the page title. If a site owner has been careless or is rushing a launch, they might leave the default platform icon.

  • Blue “W”: WordPress.
  • Black Bag: Shopify.
  • Grey Cube/Globe: Generic registrar builders (GoDaddy, etc.).
  • Pixelated Squares: Often older Joomla or Drupal default icons.

URL Structure Patterns

Different builders handle URL permalinks in unique ways. A quick glance at the address bar as you navigate a site can reveal the engine driving it.

  • Shopify: Almost always uses /products/, /collections/, and /pages/ in the URL structure. You cannot easily change these prefixes.
  • WordPress: Highly customizable, but you might see /category/ or date-based structures like /2024/05/.
  • Wix: Often uses a hashbang #! in older sites or distinct path structures for blog posts.

The Automated Approach: Top Browser Extensions and Tools

If visual inspection fails, technology lookup tools are your next best friend. These tools scan the HTTP headers, JavaScript libraries, and HTML markup to generate a profile of the website.

Wappalyzer

Wappalyzer is widely considered the gold standard for quick technology lookups. It installs as a browser extension (Chrome, Firefox, Edge) and places an icon in your address bar.

  • How it works: It detects CMSs, eCommerce platforms, web servers, JavaScript frameworks, and analytics tools.
  • Why use it: It’s instant, non-intrusive, and provides a high-level overview. If a site uses Elementor, Wappalyzer will typically list it under “Page Builders.”

BuiltWith

For a more forensic history, BuiltWith is the heavyweight champion. While it has a browser extension, its main power lies in its website database.

  • Depth: It doesn’t just tell you what is used now; it often tells you what was used. You can see when a site migrated from WooCommerce to Shopify, or when they started using a specific analytics plugin.
  • Business Intelligence: It often estimates technology spend, making it excellent for competitor research.

WhatCMS.org

If you need a simple, single-purpose tool, WhatCMS.org is a web-based scanner. You paste the URL, and it tells you the CMS. It’s less detailed than BuiltWith but excellent for a quick “yes/no” check on whether a site is WordPress, Joomla, or Drupal.

Comparing the Tools

ToolBest ForDepthCost
WappalyzerInstant browser-based detectionHighFree (Basic)
BuiltWithHistorical data & deep analyticsVery HighFree / Paid
WhatCMSQuick CMS identificationLowFree
ScanWPDetecting WordPress themes/pluginsMediumFree

Source Code Forensics: The Expert Way

Automated tools can sometimes be blocked or fooled by security plugins. To be a true expert, you need to know how to look at the raw DNA of the internet: the Source Code.

How to Access Source Code:

  1. Right-click anywhere on the page (avoid clicking on images).
  2. Select “View Page Source” (or “View Source”).
  3. Alternatively, use the keyboard shortcut: Ctrl + U (Windows) or Cmd + Option + U (Mac).

This opens a new tab filled with HTML code. Don’t be intimidated by the wall of text. You are going to use the “Find” function (Ctrl + F or Cmd + F) to hunt for specific clues.

1. The “Generator” Meta Tag

Many website builders proudly announce themselves in the page’s metadata. This is often the first place to look. Search for the word generator.

You might see a line that looks like this: <meta name=”generator” content=”WordPress 6.4.2″ /> Or: <meta name=”generator” content=”Shopify” />

If this tag is present, your investigation is over. You have your answer. However, many security plugins remove this tag to hide the version number from hackers, so its absence doesn’t mean the site isn’t using a CMS.

2. File Paths and Directory Structures

If the generator tag is hidden, look at where the website stores its files. This is the most reliable method because a website cannot function without its files.

  • WordPress: Look for the folder /wp-content/. This is the universal signature of WordPress. All themes and plugins live in this folder.
  • Shopify: Shopify serves its assets from a dedicated Content Delivery Network (CDN). Look for URLs containing cdn.shopify.com.
  • Squarespace: Look for file paths referencing static1.squarespace.com or script tags mentioning Squarespace.
  • Wix: Wix sites will have numerous references to wix.com or static.wixstatic.com in their script tags and image sources.

3. CSS Class Names and HTML IDs

Website builders generate HTML code in specific ways. They attach “classes” (labels used for styling) to elements, and these classes often carry the name of the builder.

  • Elementor: Search for the word elementor. You will likely see classes like elementor-section, elementor-column, or elementor-widget. This is a definitive sign that the site is built on WordPress using the Elementor builder.
  • Webflow: Webflow leaves a very specific footprint. Look for the data-wf-site attribute on the <html> tag, or CSS classes that look like w-section or w-container.
  • Bootstrap: While not a “builder” in the drag-and-drop sense, seeing classes like col-md-6 or d-flex indicates the site is built using the Bootstrap framework, suggesting a custom-coded theme.

Deep Dive: Identifying the “Big 5” Platforms

Now that we know how to look, let’s explore exactly what to look for with the major market players.

1. Identifying WordPress & Elementor

WordPress powers over 40% of the web, so this will be your most common find. However, knowing a site is “WordPress” isn’t enough. You want to know how it was built on WordPress. Was it a custom theme? A block editor site? Or a professional platform like Elementor?

The WordPress Signature:

  • Source Code: /wp-content/, /wp-includes/.
  • Login URL: Try appending /wp-admin to the domain. If it loads a login screen, it’s WordPress.

The Elementor Signature: Elementor is more than just a plugin; it’s a comprehensive website creation platform. Sites built with Elementor typically exhibit high-quality design traits and specific code markers.

  • Class Names: elementor-section, elementor-heading, elementor-button.
  • Stylesheets: Links to wp-content/plugins/elementor/assets/css/….
  • Comment Tags: Sometimes you will see HTML comments like <!– Elementor –> marking the start of content blocks.

Why it matters: Finding Elementor indicates the site owner values creative freedom and pixel-perfect design. Unlike rigid themes, Elementor allows for a “blank canvas” approach, often paired with the Hello Theme (a lightweight framework). If you see themes/hello-elementor/ in the source, the user is likely leveraging the full Elementor Ecosystem, potentially including Elementor Hosting for optimized performance.

WordPress

2. Identifying Shopify

Shopify is the dominant force in hosted eCommerce. It’s a closed garden, meaning the structure is very consistent across all Shopify stores.

The Shopify Signature:

  • URLs: cdn.shopify.com for images and assets.
  • JavaScript: Shopify.shop variable in the script tags.
  • Checkout: If you proceed to checkout, the URL often changes to checkout.shopify.com or remains on the domain but with a very specific, standardized checkout layout that is hard to customize.

Why it matters: A Shopify site suggests the owner prioritized a quick launch and integrated inventory management over content flexibility. While excellent for simple retail, it can lack the deep design customization found in WordPress platforms unless heavily coded.

3. Identifying Wix

Wix is a SaaS (Software as a Service) builder known for its drag-and-drop ease.

The Wix Signature:

  • Meta Tags: <meta http-equiv=”X-Wix-Renderer-Server-Time” …>
  • Comments: <!– Wix code –>
  • Assets: static.wixstatic.com
  • Performance: Heavily relies on JavaScript to render content. If you disable JavaScript in your browser and the site goes blank, it’s likely Wix (or a modern React app).

4. Identifying Squarespace

Squarespace is popular for its aesthetic, template-driven designs.

The Squarespace Signature:

  • Classes: sqs-block, sqs-layout.
  • Scripts: Squarespace.onInitialize.
  • Assets: images.squarespace-cdn.com.

5. Identifying Webflow

Webflow sits between a visual builder and a coding tool.

The Webflow Signature:

  • HTML Attribute: <html data-wf-page=”…”>
  • Classes: w-button, w-nav.
  • Comments: <!– This site was created in Webflow. http://www.webflow.com –>

Strategic Intelligence: What the Builder Tells You About the Business

As a detective, you don’t just find facts; you interpret motives. The choice of a website builder is rarely accidental. It reveals the company’s budget, technical expertise, and long-term strategy.

The “DIY” Phase Indicators

If you identify Wix or Squarespace, the business is likely in an early stage or operates with a small team that prioritizes “done-for-you” templates over scalability.

  • Pros: Fast launch, low maintenance.
  • Cons: Limited customization, difficulty migrating data later, “rented land” (you don’t own the code).

The “eCommerce First” Indicators

If you see Shopify, the business is purely transactional. They are selling products, and content is secondary.

  • Pros: Robust checkout, inventory management.
  • Cons: Expensive app subscriptions for features that are free elsewhere, transaction fees.

The “Professional & Scalable” Indicators (The Elementor Sweet Spot)

If you identify WordPress paired with Elementor, you are looking at a business that demands the best of both worlds. They want the ease of visual editing but refuse to compromise on ownership, SEO, and extensibility.

Finding Elementor often implies:

  1. Ownership: The business owns their data (unlike SaaS platforms).
  2. Design Ambition: They aren’t satisfied with a cookie-cutter template.
  3. Scalability: They are building on open-source software that can grow indefinitely.

When you see Elementor, especially combined with Elementor Hosting, it signals a sophisticated approach. The site owner is leveraging a managed environment for speed and security while retaining the freedom of WordPress. This is often the mark of a digital agency or a savvy business owner.

Elementor Hosting

Why Platform Choice Matters: The Case for a Comprehensive Solution

Now that you know how to identify these builders, you might be asking: “Which one should I use?”

The market is generally divided into two camps:

  1. Closed SaaS Systems: Easy to use but restrictive (Wix, Squarespace).
  2. Open Source Systems: Limitless but historically harder to manage (traditional WordPress).

However, the landscape has evolved. The sharp distinction between “easy” and “powerful” is blurring, largely due to platforms like Elementor.

The Integrated Ecosystem Approach

Modern web creation requires more than just a page builder. It requires hosting, image optimization, marketing tools, and AI integration.

When you inspect a high-performance site and see identifying tags for Elementor, Elementor Hosting, and Image Optimizer, you aren’t just seeing a “website builder.” You are seeing a comprehensive Website Builder Platform.

This ecosystem approach solves the fragmentation of WordPress. Instead of stitching together hosting from Company A, a theme from Company B, and a builder from Company C, users get a unified, optimized stack.

  • The Creative Engine: The builder itself provides the drag-and-drop interface.
  • The Foundation: Managed hosting ensures speed (Google Cloud) and security.
  • The Brain: AI tools (like the AI Site Planner) help generate structure and content.
  • The Growth: Tools like Send by Elementor handle marketing automation.
Home

AI and the Future of Identification

As we move into 2025, identifying builders will get harder as AI writes more code. However, tools like Elementor AI are integrating directly into the workflow. You might soon see meta tags indicating not just the builder, but the AI agent that assisted in the creation.

If you are looking for a tool that writes code for you, the AI Site Planner is a fascinating development. It generates wireframes and structures in minutes, bridging the gap between “idea” and “build.”

AI Site Planner

Advanced Detection: Identifying Specific Plugins and Themes

Once you’ve identified the core platform (e.g., WordPress), the next level of detection is identifying the specific tools extending its functionality. This is where you find the “secret sauce” of a competitor’s site.

Detecting Themes

In WordPress, the active theme controls the layout framework.

  • How to find it: Look in the source code for /wp-content/themes/. The folder name immediately following this is the theme name.
  • Common Find: /themes/hello-elementor/. This is the Hello Theme, a lightweight canvas built specifically for Elementor. It tells you the designer wanted maximum performance and zero “bloat.”
Themes

Detecting eCommerce Functionality

  • WooCommerce: Look for the woocommerce class in the <body> tag or scripts referencing wc-ajax. This is the industry standard for open-source eCommerce.
  • Elementor WooCommerce Builder: If you see WooCommerce and Elementor, the site is likely using the WooCommerce Builder to customize the product templates visually, rather than relying on default PHP templates.
WooCommerce Builder

Detecting Marketing Tools

  • Popups: If a popup appears, inspect it. If the class is elementor-popup-modal, they are using the native popup builder, which is far more performant than installing a separate popup plugin.
  • Email Marketing: Look for script tags related to Send by Elementor or Site Mailer. These indicate the site is using integrated marketing solutions rather than external SaaS connectors.
Site Mailer

Conclusion

Becoming a digital detective is about more than satisfying curiosity. It’s about understanding the standards of the modern web. When you peel back the layers of a website, you see the decisions that built it.

You’ll notice that the most successful, scalable websites often share a common trait: they don’t compromise. They avoid the “walled gardens” of closed platforms that hold data hostage, but they also avoid the chaotic, unmanaged mess of amateur WordPress setups.

Instead, they gravitate toward integrated platforms. They choose solutions that offer the visual agility of a design tool, the power of open-source code, and the reliability of managed hosting. Whether you are analyzing a competitor or planning your own digital flagship, understanding these distinctions is the first step toward building something that lasts.

So, next time you see a website that makes you say “Wow,” right-click, hit “View Page Source,” and see if you can spot the fingerprints of a pro.

Frequently Asked Questions (FAQ)

1. Can a website hide which builder it is using?

Yes, it is possible to hide identifying information. Developers can use security plugins to remove meta tags (like the “generator” tag), rename standard CSS classes, or rewrite URLs. However, it is extremely difficult to completely hide all traces. Unique JavaScript structures, directory paths (like /wp-content/), and specific HTML patterns usually remain visible to a trained eye or advanced scanners like BuiltWith.

2. Is there a free tool to check what website builder is used?

Absolutely. Wappalyzer is a free browser extension that is excellent for this. WhatCMS.org is another free web-based tool. For a deeper dive, BuiltWith offers a free version that provides substantial data. If you want to check manually, the “View Page Source” method costs nothing but your time.

3. Why do some professional sites use WordPress instead of Wix or Squarespace?

Professional sites often prioritize scalability and ownership. Wix and Squarespace are “closed” platforms; you cannot move your website’s code to another host easily. WordPress is open-source, meaning you own the code and data. Furthermore, platforms like Elementor allow for high-end, pixel-perfect design on WordPress that rivals or exceeds the visual capabilities of SaaS builders, without the limitations.

4. What does “wp-content” mean in the source code?

wp-content is the standard folder name where WordPress stores user-uploaded content, themes, and plugins. If you see this in a URL (e.g., example.com/wp-content/uploads/image.jpg), it is 100% confirmed that the site is built on WordPress.

5. How can I tell if a site is using Elementor specifically?

Look for the class name elementor in the HTML source code. You will typically see div tags with classes like <div class=”elementor-section …”>. You might also see a comment at the top of the HTML or in the CSS file headers referencing Elementor.

6. Does using a website builder hurt SEO?

Not inherently. In the past, some builders produced “bloated” code that slowed down sites. However, modern platforms like Elementor are optimized for performance, especially when paired with high-quality hosting like Elementor Hosting. In fact, structured builders can help SEO by ensuring mobile responsiveness and proper HTML hierarchy (H1, H2 tags), which are critical for ranking.

7. Can I copy a website design if I know the builder?

Knowing the builder can help you understand how a design was achieved, but you should not copy it directly. Instead, use it for inspiration. If you see a site built with Elementor, you know that you can achieve similar layouts using the same tool. You can even use the Elementor Library to find similar professionally designed kits to get a head start.

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8. What is the difference between a CMS and a Website Builder?

A CMS (Content Management System) like WordPress is a backend software for managing content (posts, pages, media). A Website Builder (like Elementor) is a visual tool that sits on top of the CMS to control the design and layout. Today, the lines are blurring, as comprehensive platforms like Elementor integrate hosting, design, and content management into a single workflow.

9. How do I identify the font used on a website?

While not strictly a “builder” question, this is part of forensics. You can use a browser extension like WhatFont, or inspect the element (Right-click > Inspect). In the “Styles” or “Computed” tab of the developer tools, look for the font-family property.

10. I found a site using “Hello Elementor.” What is that?

Hello Elementor is a theme. In the WordPress ecosystem, a theme controls the basic structure. The Hello theme is a “blank canvas” theme specifically designed to work with the Elementor builder. It is lightweight and fast, stripping away unnecessary code so the builder has full control. Finding this theme is a strong indicator of a professionally built, performance-oriented Elementor site.

Video Resources for Digital Detectives: