BEFORE YOU CHOOSE HOW TO BUILD YOUR WEBSITE
Website template or custom design? Pros, real costs and when each makes sense
A ThemeForest template costs less than a dinner out and promises a stunning website in an afternoon. A custom design costs quite a lot more. Is the difference worth it? Sometimes yes, sometimes no. Here is what each option gives you, the costs the demo doesn't show and how to decide for your business, including the middle option that is often the most sensible.
The three real options
- A template you set up yourself
- You buy a theme (ThemeForest, the WordPress theme directory) or pick a Wix or Squarespace template and fill it with your copy and photos. The cheapest in money and the most expensive in time.
- A base design adapted by a professional
- Someone experienced starts from a proven structure, adapts it to your brand and writes the copy with you. Quick and affordable, with less room for one-off features.
- Custom design
- The structure, copy and design are decided from your business, your clients and your goals. More investment and more time, and a website that answers your specific case.
And if you're thinking of building it with AI, read is AI the end of web designers? Pros and cons
The upside of a template
- Low entry price: a premium theme usually costs a few dozen euros.
- You see the result before buying: the demo shows how it could look.
- Speed: if you have your copy and photos, you can launch in a few days.
- Enough to get started: to test an idea, or for a business that isn't yet sure what it offers, it may be enough.
What the demo doesn't show
- The demo doesn't have your copy. It is designed to shine with studio photos and short phrases. With your real content, the design often stops working.
- Your time costs money. Learning the builder, adjusting every section and writing the copy takes many hours you don't spend on your business.
- “All-in-one” themes are heavy. They include dozens of features and plugins you don't use, but which slow the website down and need updating.
- Dependencies and security. Every bundled plugin is one more piece to maintain. If the author stops updating the theme, you are left with an old base; I explain it in WordPress: advantages, drawbacks and alternatives.
- You look like everyone else. Best-selling themes are used by thousands of websites, sometimes in your own sector.
- Your business doesn't decide the structure. The template tells you which sections to include, when it should be the other way round: first what your client needs to know, then the design.
If your website is already slow, read why a website is slow and how to fix it
What custom design adds
The value of a custom design lies less in being “original” than in being decided the opposite way to a template: message first, form second.
- A structure designed to get you contacted: what the client sees first, how services are explained and where the call to action goes.
- Copy that explains your value, not filler.
- Only what is needed: less code, more speed and less maintenance.
- Your own look, consistent with your brand and different from competitors.
- Room to grow: new services, languages or sections without starting over.
I explain it in more detail in strategic web design: what it is and how it differs from a pretty website.
The middle option
Between setting up a template yourself and commissioning a custom design, there is a middle ground that suits many small businesses: a proven structure, adapted to your brand, with copy written by someone who knows how to explain a business. That is exactly what I do with the Small Business Website package: a one-page website with an adapted design and basic copy for €699 + VAT. It isn't a custom project, but it doesn't leave you alone with a template either.
How to decide
- A template is enough if…
- You are testing an idea, have time and some confidence with technology, and don't yet rely on the website to win clients.
- An adapted base design suits you if…
- You need a professional presence soon, your offer is simple and you'd rather someone else handled the design and copy.
- A custom design suits you if…
- The website is one of your main sources of clients, you have several services or client types, you compete with businesses that already have good websites or you need several languages.
For an idea of the price ranges for each option, see how much a website really costs.
Common questions
Does a ThemeForest template hurt SEO?
Not because it's a template. What hurts is what often comes with some of them: lots of unnecessary code, slowness and thin copy. A lightweight, well-filled template can rank well.
Can I start with a template and move to custom later?
Yes, and sometimes it's a good idea. Bear in mind that switching platforms usually means rebuilding the website, so make the most of what you learn: what clients ask and which pages work.
Does a custom design mean I can't edit the website?
Not necessarily. It depends on how it's built. It can include a small panel to change text and images; I cover it in what is a CMS and does your business need one?
How long does a custom design take?
It depends on the size and how quickly we have the information, but it's measured in weeks, not days. What most often delays things is missing copy and photos.
Choose for your business, not for the demo
If you are unsure between one option and another, tell me what you do and what you expect from the website. I'll tell you honestly whether the Small Business Website package is enough or whether a custom design is the better fit.
See web design options