Custom website vs template - how to make the right choice for your business
If you read my blog on when to hire a web designer and when to go the DIY route you’ve already reflected on the pros and cons of hiring a webdesigner against doing it yourself, but what if there was a middle option? Introducing the website template - ta dah!
And where the question custom website vs template comes in…
In this post I’m exploring the differences between a template and custom website and in which scenario you might choose one route over another. I’ve also included some of my favourite Squarespace Website Template stores if a template feels like the right choice for you.
Read on for all of your questions, answered…
This post may contain affiliate links. These are denoted by a *. If you make a purchase via one of these links I may get a small kickback. I only recommend products and services I use and love myself! Thanks in advance :)
What’s the difference between a template and a custom website?
What is a website template?
A website template is, as its name suggests, a ready designed website that you can purchase and use as a base to build your website on.
Usually this involves changing colours and images and adding your copy, but might also include switching out fonts, adding your own logo and playing around with some sections or design elements.
Many people can purchase and use the same website templates - sometimes this means that there may be other sites out there that look similar to yours, sometimes through personalisation sites built on the same template can look really different!
Another way of thinking about a website template is that it’s a “design first” approach. I.e. you start with the design and then create the content to fit.
Note - Here I’m not talking about the off-the-shelf free templates available via Squarespace, which although pretty, are not built in the strategic way that the Squarespace templates created and sold by designers tend to be. There are also over 2.6 million Squarespace sites out there, so using an off-the-shelf template risks you looking like quite a lot of other folks! This article compares and contrasts designer created templates and custom webdesign.
What is a custom website?
A custom website, on the other hand, is a “content first” approach and involves working with a designer who takes your content (images, copy, branding etc) and uses it to create a “one of a kind” website, aligned with your business goals.
Usually with a custom website it is the designer who does all of the work designing and creating the site, and the client provides the content, and inputs into the strategic and creative process along the way. This is different to using a website template whereby usually once the template is purchased it’s the client who uses it, and their content to create the site.
Both approaches - design first or content first (template or custom) can lead to incredible websites, and can be strategic, or unstrategic!
A website template can be built on a very strong strategic base, and with high quality content lead to the creation of an incredible site. Equally, a template can be poorly designed, and with poor content lead to a website that is either unattractive, or ineffective or both.
Same goes for custom sites - they can be built on a strong strategic base with great content and lead to an incredible end product that adds great value to a business, they can also be poorly conceived, be full of poor quality content and end up to be ineffective.
Check out more posts on webdesign…
When to use a website template for your business website
You’re just starting out in your business and still refining your product or service
At the very beginning of your business you might still be making lots of changes to your service or product offering. These changes are likely to mean changes to your website too.
This can mean that it’s a good idea to start with a template so that you have an online presence that you know how to update and change, and then consider a custom build when you have greater clarity on your brand, messaging and product or service offering.
You’re on a super tight timeline to get your website online
Purchasing a template is usually done immediately or within 48 hours depending on the system your template shop uses. This means you have the foundations to get started very quickly. If you have your content ready a template can sometimes be updated and ready to publish within a few days to a week. If you’re on a super tight timeline you can sometimes even outsource this part to a more tech-savvy freelancer to get it turned around quickly.
In contrast a custom website will usually take at least a few weeks to create with your designer (sometimes a lot longer), and often the best designers will have a wait list or at least a bit of lag time from your initial enquiry to when the site is ready to go live. For example, even though my custom web builds only take around 2 weeks, I have a minimum of a 1 month lead in time, and at the time of writing this blog (early March) am currently booking custom builds in July. That’s not to say great designers aren’t worth waiting for, but if you don’t have the choice a template could be a good option to get online fast.
You enjoy an element of DIYing (and have the time to do it)
Some small business owners love DIYing as it gives them an insight into all, or many of the parts of their business. I’m a big fan of being led by your energy and interests when you run your own business (you’re the CEO!) so if using a template to create your own site brings you joy - do it!
Do make sure though that you are realistic with the time personalising a template will require of you and that you’ve ring fenced this to prevent it from being a stressful companion on your to-do list for months to come.
The budget for your website is limited
Website templates are cheaper than custom design (almost always) this is because they are created once and then sold many times, as opposed to custom sites that are created once and sold once therefore taking a lot more of a designers time and energy.
As a ball park, you can expect to pay anywhere from €1500 for a high quality custom build (all the way into the 10s of thousands), whereas the range for a website template for Squarespace is from around €150-€500.
Of course you get a lot more from a custom design process than simply the website, but if budget is an issue, you may find a template to be a good solution.
Your website will be relatively simple
The simpler your website will be, the easier it will be to find a template that has the right pages and functionalities built in to fulfil your requirements. If you have more complex functionalities, or content you may find that a custom designed website would be a better fit for you and your business.
When to hire a designer to create a custom website for your business
You have a clear brand and service or product offering
If you’re at the stage of your business that your brand voice is clear and you have a pretty stable service and/or product offering you’re probably at the point where you should think about engaging a webdesigner to create a custom website for your business.
Before this point, if you’re still making lots of changes, you might find that you end up undoing, or changing a lot of the work you just paid your designer for, but if things are now in gentle evolution as opposed to huge change or flux it’s a good sign that you’re ready for a custom website.
You want a one of a kind website
Custom design is just that - custom. That means that your website will be a one-off, designed and created especially for you, making engaging a designer to create your website the perfect choice if you’re looking for a one of a kind website.
As ever - do make sure you’re clear on the process your webdesigner uses before engaging them for your website as some designers do start with templates (which is fine if you’re cool with that but always best to know in advance!)
You value design and want to collaborate with a designer
One of the great extra bonuses of hiring a webdesigner is that you learn a whole lot. I see education as a priority in all of my web design projects and spend tonnes of time with my clients explaining concepts, breaking down complex technology into easily digestible steps and empowering them to be the masters of their online destiny.
I also love revealing the behind the scenes of my design processes and working collaboratively making my process a great choice for those that value design and collaboration and enjoy learning from an expert.
You have the budget without compromising your businesses stability
Good design comes at a price, and webdesign is no exception. For a high quality custom website you’re likely looking at upwards of €1500 (sometimes very much upwards!) and so should only be something you commit to if your business finances are stable and you can afford the investment.
It is worth bearing in mind that having an effective website adds enormous value to your business and so an investment in the right designer is likely to be a great business investment for the long term.
Your website requires complex or bespoke styling or functionality
Depending on what your requirements are, it may be the case that a website template won’t cut the mustard in terms of the functionality or styling you required for your website. In this scenario you may be best-off choosing a custom site, or a template that comes with an option for support in customising functionality, styling or add ons (some template shops offer this).
You don’t have the time or energy to DIY
I've said it before and I’ll say it again. As a small business owner you’re the master of your own destiny if you choose, and I have always felt best when I’ve followed my energy to do the things I enjoy and am good at.
If that’s building, or customising websites - fab, DIY your site or buy a template to update.
If it’s not, outsource and hire a designer! It’s great to have the choice to play to your skills and energy!
My Favourite Squarespace Template Shops
There are some incredible Squarespace template shops open now, serving ever more nichey niches from authors, to coaches, yoga teachers, bloggers and even e-commerce based businesses. Here are some of my faves:
Big Cat Creative has a range over 15 (and counting!) beautifully designed Squarespace Templates* perfect for a wide range of small businesses. As a female led template shop I love the mix of romantic, feminine, ballsy and fun styles, all built on a foundation of website strategy and coming with great video support to get your site up and running quickly.
Squarestylist
The templates created by Rache at Squarestylist are standout, quirky and beautiful. She has 2 premium template options, and incredible customer support making her one of my fave Squarespace designers & template shops. Rache also sells a great range of plug ins, mini courses, free workshops and her incredible flagship “Standout Squarespace”* course that you can use to customize your template even further - or even build your very own!
Mike and Brittni at Station 7 have a great range of no-code Squarespace templates* that are easy to use and come with great customer support. They also have a bunch of Canva templates too that complement their designs.
Looking for a custom designed Squarespace website?
If after weighing things up you’re in the market for a custom designed site - look no further my friend! I’d love to offer you a free discovery call to chat through your options and how i might support you in creating your dream site!
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