As a designer offering both custom websites and template customizations, you’ve likely encountered clients who aren’t sure which route is best for them. While some clients are ready to dive into a full custom website build, others might find that a tailored template customization better suits their needs and budget.

In this post, we’ll break down the key differences between custom website design and template customization, explore the pros and cons of each, and provide you with tips to help clients make an informed choice that aligns with their business goals and brand vision.

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Custom website vs. template customization: What’s the difference?

Before we get into the nitty-gritty of choosing between a custom website and template customization, it’s important to clarify what each one entails:

Custom Website:

A custom website is designed and developed from scratch to reflect the client’s unique brand identity and meet their specific business requirements. It offers complete flexibility in layout, functionality, and features.

Template Customization:

This approach involves using a pre-designed template (often from platforms like Showit, WordPress, or Squarespace) and customizing it to fit the client’s branding. This customization can range from simply swapping out images and adding their color palette and typography, to more advanced adjustments, such as modifying the layout and overall design to align with the client’s brand.

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Pros and cons of custom websites

A custom website provides the ultimate level of personalization and flexibility but comes with its own set of considerations. Here’s how to present the pros and cons to your clients:

Pros of Custom Websites:

1. Tailored Design: A custom website is a blank canvas, allowing you to create a one-of-a-kind digital experience that perfectly matches the client’s brand identity.
   
2. Enhanced Functionality: Custom websites are ideal for clients needing complex features like interactive elements, custom e-commerce capabilities, or integrations that templates often can’t accommodate.
   
3. Scalability: Custom websites are built to grow with the client’s business. If they foresee adding new features in the future, custom builds offer the flexibility to do so seamlessly.
   
4. Unique User Experience: With a custom website, you can design user experiences that align precisely with the client’s target audience, helping them stand out in a crowded market.

Cons of Custom Websites:

1. Higher Cost: Custom websites require more time, expertise, and development, which makes them more expensive than template customizations.
   
2. Longer Timeline: Building a custom website from the ground up takes time, which may not suit clients with tight launch deadlines.
   
3. Less Likely The Client Will Update: Clients are less likely to want or be able to update their custom website, they may come back to you more often if they need things updating.

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Pros and cons of template customizations

Template customizations can be a great alternative for clients who want a professional website without the investment of a full custom build. Here’s how you can explain the advantages and limitations:

Pros of Template Customizations:

1. Cost-Effective: Templates are more affordable, as the base design already exists. Customizing a template can give clients a tailored website without the expense of a fully custom build.
   
2. Quick Turnaround: Since the foundation is already in place, template customization projects can be completed much faster than custom website builds.
   
3. User-Friendly: Many templates come with intuitive drag-and-drop editors, allowing clients to easily make minor updates or changes in the future.
   
4. Plenty of Customization Options: With platforms like Showit, designers can still achieve a high degree of customization—modifying colors, fonts, layouts, and some layouts to align with the client’s brand.

Cons of Template Customizations:

1. Limited Flexibility: While templates already have pre-designed layouts, the level of customization is dependent on your service. If clients require specific layouts that the template doesn’t provide, you may need to include extra time and customization into your package.
   
2. Lack of Uniqueness: Because templates are pre-made and available to the public, there’s a chance that other businesses, possibly even competitors, could have a similar design.
   
3. Potential Performance Issues: Some templates come loaded with extra elements and images that the client may not need, which can slow down website performance if not optimized properly.

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Key questions to help clients decide

When clients are unsure whether they need a custom website or a template customization, guide them through these questions to help clarify their needs:

1. What is Your Budget?

Clients with a more flexible budget might find that a custom website is worth the investment. However, if they have financial constraints, a template customization could be a perfect way to get a professional online presence without breaking the bank.

2. How Quickly Do You Need Your Website?

If the client needs their website launched quickly—say, for an upcoming event, product launch, or campaign—a template customization will likely be the best fit. Custom websites require a longer development process that might not align with urgent timelines.

3. What Level of Customization Does Your Brand Require?

A well-established brand with a distinct visual identity might need a custom website to reflect its unique style and voice fully. On the other hand, newer businesses that are still exploring their brand can often find what they need with a customized template.

4. What Features and Functionality Do You Need?

If your client needs advanced features (e.g., complex e-commerce systems, membership areas, or custom integrations), a custom website is the way to go. Template customizations work well for clients who need standard website features, such as image galleries, contact forms, and basic e-commerce.

5. How Important is Uniqueness to Your Brand?

For clients in highly competitive industries where differentiation is key, a custom website offers the uniqueness that a template may not provide. However, for many businesses, a well-executed template customization can still be sufficiently unique, especially when paired with custom branding elements like logos, fonts, and imagery.

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Blending both: Advanced template customization (semi custom websites)

Sometimes, the best solution lies in the middle ground. With platforms like Showit, you can take a pre-made template and heavily customize it, blurring the line between a full custom build and a template. This approach offers clients the cost and time benefits of a template while still allowing for significant design alterations to create a unique brand experience.

Related: Why Showit is the best platform for designing websites.

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Final Thoughts: Providing the right solution for your client

Ultimately, the choice between a custom website and template customization depends on the client’s specific needs, goals, and resources. Your role as a designer is to ask the right questions, listen to their concerns, and use your expertise to guide them toward a decision that will best serve their brand. By clearly outlining the benefits and limitations of each option, you empower your clients to make an informed choice and set the stage for a successful project.

As always, happy designing.