Custom Website Design vs Template or Theme – Which is Best?
When web designers use coding languages like HTML, CSS, or JavaScript to construct a website from the ground, they create a “custom website”. When designers (or non-designers) use pre-made website themes/templates on website builders like Squarespace or Wix, they make a “template website”.
Custom designs are more expensive and time-consuming to create. But, they can be tailored to meet specific business needs and offer way more flexibility. However, the template web designs they create have standardized layouts and functionalities, and are not sufficiently customizable or flexible.
Website builders offer thousands of pre-made site templates that can be customized quickly and cheaply with drag-and-drop visual builders.
This is the crux of the custom website design vs template website design debate. Of course, there are more nuances to this debate, which we’ll explore in detail in this blog.
But, if you want a quick answer to the custom website design vs theme web design question, this is what you need to know:
- If your budget is a bit on the higher side and you want a totally unique online presence, opt for a custom website design.
- If your resources are limited and you have no problem with a standardized site with basic layouts, frameworks, and functionalities, opt for the template or theme-based web design.
Get the gist? Now the specifics.
What is a Custom Website Design?
There are over 194 million fully active, high-traffic websites on the Internet, and over 177k new sites are created every day. For many businesses, investing in unique website design is the only viable way to compete for attention in this crowd. So, although there are hundreds of easy-to-use, theme/template-based website builders on the Internet, custom or bespoke web design continues to be a popular option among businesses.
- Custom website design is the process of designing a website from scratch.
- By designing sites from the ground up, designers get to tailor their work to meet the unique design needs, business objectives, branding requirements, and user experience (UX) goals of the business.
The people investing in the site get total control of the site’s appearance, layout, information architecture, navigation, and overall UX design.
- They get to oversee the creation of the site’s visual identity, color scheme, typography, and overall aesthetic – all from ground zero.
- With this level of oversight, businesses get to create a website that seamlessly integrates with their existing branding.
- They can create a website that delivers user experiences that are tailor-made for their target users.
This level of control or oversight is not possible when you are working with website builders and their pre-made templates or themes.
Here are the key benefits of this web design approach:
Benefits of Custom Website Design
Creating a Strong First Impression
First impressions are crucial in the digital landscape. Users often decide whether to stay on a website within seconds based on its visual design and initial usability. For instance, Hatchery, a small firm that specializes in custom sauces, uses a visually appealing website with vibrant colors and engaging imagery to reflect the brand’s unique personality.
This tailored web design approach captures visitors’ attention immediately. It encourages them to explore the site further. Custom design allows small businesses like Hatchery to create unique experiences that resonate with their target audiences. It helps them secure better engagement and lower bounce rates while competing with bigger brands.
Providing Customized User Experience
Custom web design enhances user experience by tailoring the site to meet specific customer and business needs. For instance, Brewery Ommegang’s website offers an interactive brewery tour booking system.
This feature allows customers to easily schedule visits and learn about the brewing process, creating a more engaging and informative experience. With user-centric and custom web design, the brand increases user satisfaction and drives conversions, as visitors are more likely to book tours only when the online booking process is straightforward and educational.
Stand Out from the Crowd
In a crowded market, having a unique website is essential for differentiation. Custom designs help businesses create a memorable online presence. For example, The Pudding, an online publication, uses data visualization to tell stories and employs a distinctive layout and interactive elements that set it apart from traditional media sites. This creative approach attracts visitors and differentiates The Pudding from all the other sites that share similar content,
Adaptable Design
63% of Internet traffic comes from phones. That means 6 out of 10 visitors to your site are phone users. By investing in responsive design services, you can ensure that your site is optimized to load and function seamlessly on their phones. Responsive, custom-designed websites auto-adapt to various devices and screen sizes. They deliver the same, high-quality experiences across all platforms. This adaptability is vital for keeping users engaged and minimizing abandonment rates.
Built Around Your Product
Custom web design is particularly beneficial for brands that sell niche products or services. Mast Brothers Chocolate has a custom-designed site that highlights the brand’s artisanal chocolate collection through stunning, HD visuals and storytelling-based design elements. This tailored design showcases the brand’s products effectively to its target user base – chocolate lovers. It enhances the chocolate shopping experience and directly drives sales.
Improved User Experience
A well-structured custom designed website can enhance user experiences by taking basic steps like simplifying the site’s navigation or adapting the site’s menu to suit the target user’s information-seeking requirements. Zocdoc exemplifies this by offering an intuitive appointment booking system that simplifies finding healthcare providers. The custom-designed interface reduces frustration and increases the likelihood of users completing appointments.
Custom Functionalities
Tailor-made websites can offer features that are specifically designed to meet business needs, unlike template solutions that have limited functionalities. For example, Mindbody’s custom website features a unique booking system that is tailor-made for the health + wellness brand’s user base and unique service offerings.
The level of customization allows the brand to create tailored experiences for the clients. These experiences ultimately lead to more bookings and more customer satisfaction.
Built Around the Brand
By custom-creating a website from scratch, you can make it perfectly aligned with your business goals and brand messaging. A great example is Clevermade, which specializes in innovative storage solutions.
The website effectively communicates the brand’s values through engaging visuals and product storytelling that explains what makes Clevermade unique in the marketplace. This website and brand alignment from the ground up ultimately make Clevermade an online powerhouse that can drive conversions purely through brand recognition.
Building a Community Online
Creating a community around the business is essential for some brands. Achieving this goal and fostering online user loyalty and engagement, is only possible through custom design solutions.
For example, Art-Snacks Mix is an online community that connects artists through courses, challenges, and networking opportunities. The customized site design facilitates interaction and collaboration among users, making it a vibrant hub for creativity.
Just like physical stores are designed to attract customers, your site should invite visitors to engage and participate. A custom-designed site can effectively communicate your brand’s ethos and encourage clients to feel more involved with your business.
Competitive Advantage
If your competitors invest in custom websites while you stick with generic templates, you risk losing potential customers. For instance, LuvvNation has created a unique online space for women seeking empowerment through challenges and courses. Their custom design sets them apart from typical feminist community platforms. It makes it very hard for competitors to replicate their approach.
A generic template can be easily copied. However, a custom design that incorporates unique elements to reflect your brand’s identity, is challenging for others to emulate or imitate.
Adaptable and Scalable Design
Custom designs offer the flexibility to adapt as your business evolves. Unlike DIY solutions that lock you into a specific platform, a custom site built on an open-source CMS allows for easy updates and changes.
For instance, Mumsnet has grown its community of parents by continuously adapting its website to meet user needs. As their audience expanded, they added new features such as forums and parenting resources without being constrained by a template. This adaptability ensures that your website can grow alongside your business and respond to changing market demands.
Grows with Your Business
A custom website is designed with growth in mind. Designers understand that businesses evolve and need room for expansion. For example, The Outwild Hub started as a small community for outdoor enthusiasts and has expanded its offerings over time.
The custom site allows the brand to add new features like event calendars and member profiles as the community grows. This flexibility means you can cater to a broader audience without needing a complete redesign every time your business changes.
Improved Security and Page Speed
Security is a critical concern for any online business. Custom web designs typically offer better security than template solutions because they are tailored specifically to your needs. Unlike generic platforms that may be susceptible to widespread vulnerabilities, custom sites are built with security in mind, reducing the risk of breaches.
Improved Search Visibility
Investing in custom website design for SEO benefits is a common tactic that many brands use. Tailored designs can be optimized more effectively for Search Engine Optimization (SEO) than standard templates. This is especially true since Google’s August 2024 core update highlighted the importance of websites maintaining super-high usability standards to preserve their SEO status.
That’s why, sites like Bluehost use custom coding to enhance their SEO strategy. Its design features high-quality links and UX design factors that improve its search rankings.
Working with Experienced Web Designers
A skilled web designer or agency brings valuable expertise and attention to detail to the table that business owners might overlook.
Building a reliable partnership with a web designer can also reduce stress for business owners. Experienced designers provide ongoing support and guidance.
This personal connection is invaluable compared to dealing with online website builders run by large corporations with whom communication can be impersonal and frustrating.
A Fruitful Investment into Your Business
Your website should also serve as more than just an online presence; it should actively contribute to your bottom line. As demonstrated in the points above – custom-designed websites are likely to yield way better ROI compared to generic templates.
Many low-cost site builders may provide adequate solutions, but they typically cater to those with limited budgets or a DIY mindset. Business owners often find that attempting to build their own website diverts time and energy away from core operations, potentially stunting growth.
The frustration of managing a subpar website can lead many to seek professional help after realizing the limitations of DIY solutions.
Before we move on to the next section, remember – the custom web design process is expensive, time-consuming, and unfeasible to pull off without the help of professionals. But the return on investment is indeed great!
Custom Website Design vs Template – Key Differences
When choosing between a custom website design and a pre-built template or theme, it’s crucial to understand their fundamental differences. Both options have their own advantages and drawbacks, depending on your business needs, budget, and long-term goals. Below is a detailed comparison based on key factors.
| Feature | Custom Website Design | Website Template/Theme |
|---|---|---|
| Uniqueness & Branding | 100% unique, tailored to your brand | Used by multiple websites, lacks uniqueness |
| Customization & Flexibility | Fully customizable with unlimited design & feature options | Limited customization; depends on template restrictions |
| Performance & Speed | Optimized for fast loading & efficiency | Often bloated with unnecessary code, reducing speed |
| Cost & Budget | Higher initial cost but long-term value, Know more about custom website design cost. | Lower upfront cost but may require additional expenses for modifications |
| SEO Optimization | SEO-friendly coding, better rankings, structured data integration | May require extra optimization, sometimes lacks clean code |
| Scalability | Easily scalable for future growth | Limited scalability; major changes may require migration |
| Security & Maintenance | High security with tailored solutions & regular maintenance | Vulnerable to security risks if not updated frequently |
| Development Time | Longer development time (weeks/months) | Quick setup, ready in hours or days |
| Technical Knowledge Required | Requires professional web development expertise | Beginner-friendly, but advanced customization needs coding knowledge |
| Best For | Businesses seeking a unique, scalable, and high-performance website | Startups, small businesses, or personal projects with limited budgets |
What is a Website Template or Theme?
A website template is a pre-designed foundation with a structured layout and essential website features. You can edit this template slightly to make it your own. Website templates allow first-time users to get their websites up and running quickly without needing any coding knowledge.
Website templates started as simple, static HTML files in the 90s. Over the next decade, these HTML files evolved into more mature, pre-designed web design templates.
By the early 2000s, you could buy these pre-designed web design templates on online stores like ThemeForest and TemplateMonster. This mechanism gave businesses easy access to professional-grade yet relatively affordable website designs.
WordPress, the world’s most popular open-source content management system (CMS) was also launched in the early 2000s. Its rich ecosystem of themes and plugins allowed anyone with little-to-no coding knowledge, to custom-create their own website designs. In the 2010s, website builders like Webflow, Wix, and Squarespace built on WordPress to further simplify the process of custom-creating new websites. These platforms offered easy-to-use, drag-and-drop interfaces for editing pre-existing web design themes and templates.
Today, over 23 million websites on the Internet are made with template website builders. These platforms are cheap and allow anyone to create new, custom, and professional-looking websites with minimal effort.
Here are the most highly-rated template/theme-based website builders in the world:
Webflow is a leading no-code website builder. It allows users to create responsive websites through an intuitive visual design interface. It features a built-in CMS, supports complex animations, and advanced eCommerce functionalities. Using special themes for SEO is also very easy with Webflow.
Rakuten recently migrated to Webflow and witnessed a 12.7% increase in monthly pageviews. Chicago Cryo-Spa‘s Webflow site showcases its cryogenic therapy services with interactive elements.
WordPress powers 43.4% of all websites on the Internet. It offers thousands of themes and plugins. From individual bloggers to large enterprises – all types of users use WordPress to custom-design their own sites.
The New Yorker uses WordPress to manage its vast array of articles and multimedia content. Beyoncé’s official site uses WordPress for its content management capabilities.
Framer is a design and prototyping tool. It makes creating interactive web interfaces very easy. It supports real-time collaboration and integrates well with custom web design tools like Figma.
Sundays leverages Framer to create engaging landing pages that highlight their unique home design offerings.
Wix is a cloud-based website builder with an intuitive drag-and-drop interface. It provides an easy solution for individuals/businesses looking to custom-create new websites. Users can select from a wide range of templates designed for various industries.
The Economist uses Wix to create engaging content that attracts readers with its visually appealing layout. Rodarte uses Wix to showcase its fashion collections through stunning visuals.
Squarespace is an all-in-one website building/hosting platform. It too features an easy-to-use drag-and-drop builder and a vast collection of professionally designed templates. Even first-timers can easily customize website layouts, designs, and content with this builder.
Sadie Williams uses Squarespace to showcase her fashion collections with elegant design elements. Arch Motorcycle uses this builder to highlight its custom motorcycles.
Shopify is a leading eCommerce website builder. It is home to millions of online stores and is known for its user-friendly interface, drag-and-drop store builder, and customizable themes. Shopify caters to users with varying technical expertise.
Allbirds uses Shopify to power its eco-friendly online footwear store and deliver seamless shopping experiences. Gymshark relies on Shopify for its rapidly growing fitness apparel business.
All of these website builders are relatively affordable and easy to use. Setting them up and churning out new websites via these tools requires very little effort. But, almost all template/theme sites built with site builders lack originality and feel generic. They are also likelier to face SEO issues and rank lower on Google than their custom counterparts.
We’ll explore more website template pros and cons in the next section.
Benefits and Drawbacks of Custom vs Template Websites
Let us go through the benefits and drawbacks of custom-designed websites again:
Pros of Custom Website Design
Unlimited Design Creativity
Custom web design allows for complete design freedom. Unlike templates, which impose limitations on layout and functionality, going custom enables designers to create unique, visually striking websites tailored to your brand. For example, a custom site for a fashion brand can incorporate unique typography, animations, and color schemes that reflect the brand’s identity.
Complete Control Over Code
With custom design, you get full access to the site’s codebase. This control allows designers to optimize performance, enhance SEO, and ensure compliance with web standards. For instance, a custom-designed site can be structured to improve load times and user experience across devices
Scalability
Custom websites are designed to grow with your business. They can easily accommodate new features or increased traffic without the limitations often found in template-based solutions. For example, a custom eCommerce site can be scaled to handle higher transaction volumes as the business expands.
Optimized Performance
Custom sites are built with performance in mind. Performance optimization from the ground up leads to faster load times and smoother navigation. This optimization is crucial for retaining visitors, reducing bounce rates, increasing conversions, and improving search engine rankings.
Enhanced Security
Custom websites can be equipped with specific security measures tailored to your business needs. This includes advanced encryption, unique password protocols, and built-in security updates that protect against new cyber threats – features that most generic templates lack.
SEO-Friendly
Custom web development allows for the implementation of SEO best practices from the ground up. Designers can optimize site structure, metadata, and content to improve visibility in search engine results pages (SERPs). This tailored, ground-up approach to SEO design increases the chances of attracting organic traffic.
Ownership and Intellectual Property
Investing in custom design means you own the codebase and custom design elements of your site. The ownership protects you from potential legal issues associated with third-party platforms or templates that may impose restrictions on modifications/ migrations in the future.
Cons of Custom Website Design
Higher Initial Costs
Developing a custom website typically involves a larger upfront investment compared to pre-made templates. The costs associated with hiring skilled developers and designers can be significant.
Longer Development Timeline
The process of building a custom website involves collaboration among various professionals – web designers, developers, UX designers, quality assurance specialists, etc. This extensive collaboration can extend the timeline for project completion
Ongoing Maintenance Needs
Custom sites require regular maintenance and updates that must be managed by a dedicated service agency or in-house team. Unlike template solutions that offer automatic updates, custom sites need manual intervention for functionality enhancements and security patches. If you choose not to manage updates internally, your business may become reliant on the original development team for ongoing support/maintenance.
Now, let us go through website template pros and cons:
Pros of Website Templates
Cost-Effective Solution
Website templates are generally more affordable than custom designs. A small business can save thousands of dollars by using a template instead of hiring a web designer. These cost savings can be redirected toward other business needs.
Rapid Deployment
Templates allow for quick website launches. With pre-designed layouts and features, businesses can get their sites up and running in days rather than weeks/months. An eCommerce business can launch a site within a week by selecting a template with built-in shopping cart functionalities – instead of spending weeks on coding.
Industry-Specific Designs
Many templates cater to specific industries, providing tailored features right out of the box. For example, a restaurant template on Wix includes reservation forms and menu layouts, while a portfolio template on Webflow offers gallery options.
User-Friendly Interfaces for Non-Designers
Most templates are designed with user-friendly, drag-and-drop interfaces that allow even non-technical users to customize their sites easily.
Responsive Design
Modern site builders offer mobile-responsive templates.
Cons of Website Templates
Limited Customization
Despite getting more creative every year, modern site builders can never match the level of customization you get by opting for custom web design. Businesses may find it challenging to achieve a unique look or specific functionality without resorting to complex coding modifications.
Generic Appearance
Websites using the same template can look similar, making it difficult for brands to stand out in a competitive market. For example, multiple winterwear businesses using identical templates from similar site-building platforms may struggle to differentiate themselves visually.
Performance Issues
Adding functionalities (like SEO or eCommerce features) through third-party integrations can slow down website performance. Templates that come with numerous built-in features may also suffer from slow loading and negatively affect user experience and SEO rankings. Some templates may not be compatible at all with certain plugins or third-party applications.
Support Limitations
Finding support for less common templates can be challenging. If the original developer ceases support, users may struggle to obtain necessary updates or fixes for their websites.
Which Option is Best for Your Business?
As you can see, both routes have their own sets of drawbacks and perks. Here’s how you should choose one of the two options:
When to Choose Custom Website Design
- Unique Business Needs: If your business requires specific features or complex functionality, custom design is essential. For example, an e-healthcare provider may need a patient portal with secure login capabilities, which templates typically cannot offer.
- Brand Differentiation: Companies aiming to create a memorable online experience should opt for custom design. A unique website can enhance brand identity and make a stronger impression on visitors.
- Long-Term Growth Focus: If your strategy includes a strong emphasis on SEO and long-term growth, design a site from the ground up with appropriate ‘best practices’ in mind.
- Scalability: Custom websites can easily adapt to evolving business needs. If your site needs to incorporate new payment gateways or product categories in the near future, going the custom route is better.
When to Choose Template/Theme Design
- Basic Functionality Requirements: If your site has straightforward needs, such as showcasing services or portfolios, templates can fulfill these requirements effectively without the complexity of custom design.
- Budget Constraints: For small businesses or startups with limited budgets, templates provide a cost-effective solution. They can launch a professional-looking site without significant upfront costs.
- Speed of Deployment: Templates allow for rapid setup. Businesses that need a quick online presence – like small restaurants promoting seasonal menus – can benefit from templates that require minimal customization.
- Limited Technical Skills: Templates are ideal for users who lack coding knowledge and need an easy-to-use solution for building their website. If your team does not have CSS, HTML, or JavaScript experts or you cannot afford to hire them – opt for template/theme design.
The Future of Web Design: Custom or Template?
Although we’ll see many more awesome template website builders launch in 2025 and beyond, the future of web design is still custom. Why?
Just look at the most popular 2025 web design trends. Voice search, AI, creating Progressive web app versions of existing websites, integrating interactive animations – adapting to all of these trends requires extensive, custom coding. If you want your site to adopt these emerging web design technologies – you need the assistance of professional web designers.
Even if you have a template site, you have to resort to complex coding modifications to integrate these trends and technologies into your site. Currently, approximately 11% of all active websites on the Internet (23 million out of 194 million) are template/theme-based.
While this figure may increase slightly in the coming years, the overall future of web design will still be custom.
Conclusion
Hopefully, this guide helps you choose the right website design route. We advise you to opt for custom, SEO-focused website design because online visibility will be the key to business success this year. If your custom site is successful, scaling it will also be easier.
But, if your website design decision leans toward cost-effective templates – that is fine too!
For more, personalized assistance on this topic download our web design guide for free. Or, even better schedule a website design consultation with Design Studio’s expert coders!
We’ll talk you through both website design routes and discuss important cost/time-related details. Contact us now!
comments
Add comment