Website design template vs custom build
TL;DR: use template if you need low budget, quick turn around solution for a simple website. Use a more custom (bespoke) website design solution if you need brand focus design, complex features and can afford higher budget and longer deadline.
I. Website template is a cheap and fast way to get started
Budget website design agencies generally opt for using templates for several reasons:
- Cheap - The template authors make profits by selling to the mass, instead of selling to 1 single client they can sell the same template to a thousand or more clients. A normal template goes around 50 USD; even the premium goes around 200 USD or less. A great template can be sold to 1000 clients or more, giving the authors at least 50000 USD in return.
- Fast - Since it's already developed, if you use the template as is and only change the content then it takes just a few hours/days to launch. (compared to a few weeks or months for custom built solutions)
- Generic - A template is not designed for any specific business, it's designed to be used for as many businesses as possible. There is nothing unique, brand focus, or "wow" factor in a template.
- Bloated features - Since the authors of templates need to cover most requirements, they usually try to add as many features as possible. In real-world usage most of these features are not used and in turn weigh down the website performance instead.
- Hidden cost & time: Templates usually look really pretty and awesome, because they use 1 hidden trick: they always use the ideal content, ideal graphics, ideal amount of items etc... It's like buying clothes that look good on models, you will soon realize you don't have a model's body. Once you start making the template your own, you will realize you still need the help of designers and developers to make the changes and customize the template for you.
- Maintenance nightmare: If you website is complex and constantly needs new features, you will run into problems down the road because the website was not designed and developed with that in mind. In addition, in most cases you buy the template from one author, and get the additional development from another 3rd party source, this will soon turn into a nightmare due to the conflicts in coding style and logical thinking. If you plan to buy a template then do a major re-design of layout or features on it, don't, you will soon find out it may cost the same with building things from scratch.
- Low conversion rate: Conversion rate is the percentage of visitors coming to your website and perform the desired action (such as contacting you). This last point is NOT always true, but since web template approach goes against the core concept of High Conversion website design in the Content First Web Design Approach, it tends to yield low conversion rate.
If you really have to use templates, you should check my article above regarding the Content First Approach, then use our Website Questionnaire to plan out what you need on your website. Once you have the website content, user flow and site map ready, you can pick and choose the template that fits your goals instead of simply choosing based on the design.
- Low quality - Many people point out that templates usually have low quality code which hinder performance, but custom build can also have low quality code. It depends on the authors (developers), a template website can have very good code base.
- Non responsive - Some believe that a template website does not display well on multiple devices, again this is false. It all depends on how the template was designed and coded.
- Framework = template - Some online resources claim that websites built on frameworks such as WordPress, Joomla are template websites. Again, this is false. Framework can be customized to build any type of custom website.
II. Custom design website provides tailor-fit design and features
- Tailor-fit - A custom build website requires the creative team to take the client's requirements, do thorough research, then brain-storm and come up with several proposals. These proposals will go through a lengthy process of revisions before reaching an acceptable state where the final design can be approved and sent to development team. The development team will then have to code everything from scratch using the approved design and features, ensuring the website runs smoothly cross browsers, cross devices.
- Extendable - If planned carefully, a custom build project can be extended easily in the future with new designs and features.
- No hidden cost - Once you sign a contract with the agency regarding the exact design and features you want, you don't have to pay any additional fee unless there are new features or requirements that you want to add afterward.
- Taking the Custom/Bespoke approach requires the agency to actually understand your business. You should notice if they start asking lots of detailed questions and show interest in your business operation.
- Designs made by the Custom approach should be specific for your business. You can question each design element and the agency should be able to tell you the reasons behind the elements and the purposes they serve.
- Even with all the best tools, one cannot become a good designer without years of training and some talent. Despite the beautiful demo websites that are shown, in reality most of the sites built by end-users have much lower quality.
- Many end-users, after much frustration, end up using the generic pre-built templates available on these builders with some minor customization.
- No matter how easy these builders claim to be, end-users must take time (usually weeks) to learn the in and out of the tools to build a website. In the end the hidden cost can be much greater than what it appears to be at first.
- By making these tools extremely to use for end-users, these builders usually have to trade for flexibly and . Most of the website builders are limited in term of features and can never offer the same customization level a custom build website has.