Custom Website Design or Website Template: Which Will Help Your Small Business Grow?
You did it– finally got your business ideas off the page, and you’re doing the damn thing!
You chose a brand name, got all the legal paperwork out of the way, and it’s finally time to get started.
At this point, most small business owners are ready to create an online presence with a website.
Except there are so many options: Do it yourself or hire someone? Custom design or template? This platform or that one?
Nearly every financial decision we make starts online… 63% of shopping journeys start online, regardless of whether consumers end up shopping in-store or online. [Mailmodo]
So, yeah, you need a website for your small business. But it doesn’t need to give you a headache. This guide weighs the pros and cons and can help you decide whether a custom website design or template is right for your business.
Should you choose custom website design or a website template?
Both are great options. Using a template or investing in a custom website design can significantly impact how your business is perceived online.
Let’s start with the basics.
What is custom website design?
Custom website design is typically a done-for-you service where a designer creates your website from scratch.
And what is a website template?
Website templates are pre-designed packages you can purchase and use to create your website quickly and easily. Very little (to no) design knowledge is needed.
Can a website designer customize a template for you?
Yes, if they offer this service (I do!). However, some designers may restrict where you get the template. Some require you to purchase a template from them or an approved list of sources.
This is to avoid copyright infringement when customizing the template. Most templates allow you to change visual elements, such as colors, fonts, images, and content, but they may not allow you to change things like the layout.
If you’re using a template, always check the terms of service.
Website template customization vs. custom website design
The distinction goes far beyond aesthetics. Templates are pre-designed website layouts created for mass use. While many templates are marketed as “customizable,” you can’t edit their fundamental structure.
True custom website design starts with a blank canvas, especially on platforms like Showit. Designers intentionally craft around your business needs, customer journey, and brand personality.
Unlike template customization, which forces your content into a specific mold, custom design builds the structure around your content and business goals.
Let’s talk about cost
It’s no secret: custom website design will cost you a pretty penny (and a lot more than a template).
But cost shouldn’t be the only factor you consider. Longevity, functionality, and flexibility are also important.
Longevity—Realistically, how long will a template last until you’ll want to (or need to) make significant changes?
Functionality—Will a template provide the functionality you need to run your business? Does it have user-friendly navigation? Will it work smoothly with your other software, like Thrivecart or Shopify? Does it have all the elements you need, like a blog?
Flexibility—Does your template make adding a section, moving things around, or changing your content easy?
You also need to consider ROI (return on investment). While a template may be effective, a custom website design creates a more attractive website for your customers because it is designed for them. This results in higher conversion rates, better client experiences, and stronger brand positioning.
You’ll need to weigh the upfront cost vs. the value!
For 99% of small business owners, custom website design is the way to go. But what about that other 1%?
There are a few factors that tell me you’re not ready for custom website design:
- Your business is still in the dream phase, you haven’t taken the leap yet.
- You have yet to figure out your business essentials, including your offers, ideal client, customer journey, and branding basics (such as your mission, values, and brand voice).
- You cannot afford custom website design. (Please be smart. If you’d have to go into debt, you’re not ready.)
- You think you’ll be making changes to your business in the near future, but you don’t know what they are yet.
If you really want to invest in custom website design, strategic planning can help make it more affordable. Consider phased implementation– focus on the most important pages first, and plan to add additional elements as your business grows.
Finding the right website designer
It’s important to look beyond pretty designs and prioritize actual results:
- Has the designer helped similar businesses achieve their goals?
- Do they have testimonials from satisfied clients?
- Can they back up those testimonials with hard data?
Be careful with designers who:
- Promise unrealistically quick turnarounds
- Don’t ask about your business goals or target audience
- Can’t explain their strategic approach
- Have a portfolio where everything looks similar
- Focus solely on aesthetics without mentioning functionality or results
How will you know when you’ve found the right designer?
The questions you ask the designer are just as important as the ones they’ll ask you, and their answers will give you a good idea about whether they’re right for you. Start with these:
- Can you walk me through your design process?
- How do you incorporate my business goals into the design?
- What platform(s) do you use, and why?
- Can you show me some examples from past clients who are similar to me?
- Are your designs good for SEO?
- What happens after the site launches?
For small business owners who understand the value of standing out in a crowded marketplace, custom website design isn’t a luxury—it’s a strategic necessity.
It’s the difference between a website that just exists and one that actively works to grow your business 24/7, 365.
If you’re ready to create a website that truly captures the essence of your brand and converts visitors into clients, explore what custom website design can do for your business.
I’d love to help you get there! I offer custom website design, my own strategic website templates, and template customization. Check out my services page to learn more.
Your future clients are searching for you online—make sure you’re proud of what they find.
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