Custom Website vs. Template: What's Right for Your Business?
The Template Temptation
Website builders like Wix, Squarespace, and WordPress themes promise a professional site in hours. And to be fair, they've come a long way. You can pick a template, swap in your content, and have something live by the end of the day.
For some businesses, that's perfectly fine. But for others, a template can quietly hold you back.
When Templates Work
Templates are a reasonable choice when:
- You're validating an idea. If you're testing a new business concept and need a web presence quickly, a template gets you there fast.
- Your needs are very simple. A one-page site with your contact details, hours, and location? A template handles that fine.
- Budget is extremely tight. If you're choosing between no website and a template, the template wins every time.
Where Templates Fall Short
You Look Like Everyone Else
The most popular templates are used by thousands of businesses. Your site ends up looking nearly identical to competitors in the same industry. In a market where trust and differentiation matter, that's a real disadvantage.
Performance Penalties
Most template builders load heavy JavaScript bundles, tracking scripts, and bloated CSS. This slows your site down, which directly impacts your Google ranking and conversion rates. Studies show that a one-second delay in page load time can reduce conversions by 7%.
Limited SEO Control
Templates give you basic SEO fields, title, description, maybe alt text, but they rarely offer the fine-grained control you need. Things like proper heading hierarchy, schema markup, optimised image formats, and clean URL structures are often locked behind the builder's limitations.
You're Locked In
Building on Squarespace or Wix means your site lives on their platform. If you want to migrate, you're often starting from scratch. Your content, your design, your SEO equity, none of it transfers cleanly.
Hidden Costs Add Up
That affordable monthly plan? It often excludes the features you'll eventually need: custom forms, e-commerce, analytics integrations, or removing the builder's branding. Over two to three years, the total cost can exceed what a custom site would have cost upfront.
The Custom Advantage
A custom-built website is designed specifically for your business. Everything from the layout to the code is tailored to your goals.
Performance by Default
Custom sites built with modern frameworks (like Next.js) generate lightweight, optimised pages. They load fast, score high on Core Web Vitals, and give you a measurable edge in search rankings.
Full SEO Control
Every heading, every meta tag, every image format is under your control. You can implement structured data, optimise for local search, and build the exact URL structure that serves your content strategy.
Unique Brand Identity
Your site looks and feels like your business, not a template with a logo swap. Custom design lets you express your brand personality and stand out from competitors.
No Platform Lock-In
You own your code. You can host it anywhere, modify it freely, and never worry about a platform changing its pricing or discontinuing features you depend on.
Scales With Your Business
Need to add a booking system? An e-commerce section? A client portal? Custom sites grow with you without the constraints of a template builder's feature set.
Making the Decision
Here's a simple framework:
| Factor | Template | Custom |
|---|---|---|
| Timeline | Days | 2–4 weeks |
| Upfront cost | Lower | Higher |
| Long-term cost | Often higher | Predictable |
| Performance | Variable | Excellent |
| SEO potential | Limited | Full control |
| Uniqueness | Low | High |
| Maintenance | Platform-dependent | Minimal (static) |
The Middle Ground
Not every custom site needs to be a massive project. A focused, well-designed static site with five to ten pages can be delivered in weeks, not months, and at a fraction of what most businesses expect.
The key is working with a team that understands your business, builds for performance, and delivers something you can actually use to grow.
Our Recommendation
If your website is a core part of how you attract and convert customers, go custom. The upfront investment pays for itself through better search rankings, higher conversion rates, and a brand presence that actually stands out.
If you just need a quick placeholder while you figure things out, a template is fine for now, but plan to upgrade when you're ready to get serious about growth.