Many businesses today understand that some design services can cost up to thousands of dollars, and projects often take weeks or even months to complete. A suitable option for many businesses is to hire a professional to create and launch a website that reflects their vision.
Something that can lower the many costs associated with design services, would be to use website templates with fully customizable features.
Website design has a direct impact on brand perception, shaping how consumers feel about a business. More than 90% of shoppers agree that good design fosters trust in a product, and 75% have abandoned a purchase because the site appeared outdated or unprofessional. Buyers are also less likely to share credit card information and other personal data on poorly designed websites.
While you can use a website template as-is, you’ll get better results by customizing it. Here’s why it matters.
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A few years ago, some experts argued that website templates hurt SEO. Others saw them as unprofessional or inferior to custom web design.
But times have changed. Today, millions of websites use templates that match custom layouts in both performance and visual appeal. Modern templates are clean, fast, and responsive, striking a balance between function and style. Plus, they cost significantly less than custom web design. Let’s see how these options compare:
The best website templates offer the same perks as custom template design, but at a fraction of the price. And, depending on the platform, they can be continuously customized to match the needs of a growing business without requiring a complete makeover.
However, not all templates are created equal. Some are ideal for brands and growing businesses, while others are better suited for one-off projects.
Website templates vary in quality, functionality, and features from one provider to the next. For example, some look pretty amazing but are bloated with code, which may cause performance issues. Others look basic but have clean code and can be tailored to your exact needs.
Ideally, start by looking for industry specific templates with customizable layout or choose a multipurpose template, then personalize it with your brand colors and imagery. Either option will work as long as the code is well-structured and the design matches your brand’s personality.
That said, here’s why template design matters and how it can shape customers’ perception of your business.
Would you trust a website that looks like it hasn’t been updated since the early 2000s? Or one with an amateurish design and poor functionality? Probably not, and neither would your customers.
A template design that is well-created makes it easier to get your website right from the start. While you may need to tweak the layout, color palette, and other elements, you’ll have a solid foundation to build on.
Say you launch your site with a clean, modern template that conveys professionalism and leaves a strong first impression. But if the design feels cluttered or outdated, it can raise doubts and harm your credibility.
In a survey of 452 business professionals, 32% saw an increase in revenue of at least 20% due to brand consistency. Another 35% reported gains of 10–20%, while 21% experienced growth of 5–10%.
A well-designed template keeps your brand consistent, building trust and recognition through a unified look across all pages. As a result, customers are more likely to remember your visual “signature” the next time they see your products or services on social media and other platforms.
Today’s consumers can choose from millions of brands without even leaving the couch. If your website is slow or hard to navigate, they’ll walk away and head straight to a competitor.
According to the Baymard Institute, 19% of shoppers abandon their purchases because they don’t trust a website with their credit card information. Other common reasons include a long or complicated checkout process (18%) and website errors (15%).
Template design isn’t the only factor affecting website performance, but it plays a significant role. Choosing one that supports optimal performance can enhance user experience and improve key metrics like:
Say you’re a makeup artist. If your website visitors can find what they need in seconds and book an appointment with just a few clicks, they’ll feel confident in your services.
The same customers will leave your site if they struggle to schedule an appointment or if your pages take too long to load. That’s one area where template design makes all the difference.
The best website templates are optimized for search engines like Google and Bing, making it easier to gain visibility and traffic. They’re mobile-friendly, accessible, and built with proper HTML structure.
Then there’s the user experience, which can make or break your SEO efforts. Search engines favor websites with good UX, and a well-designed template can improve how visitors interact with the site, which in turn can boost organic traffic, click-throughs, engagement, retention rates, and other SEO KPIs.
Design elements like color, typography, and visuals influence how consumers perceive your brand. Nail these aspects, and you’ll find it easier to reach and connect to your target audience.
Suppose you run a pet grooming business. If your website uses warm colors, playful icons, and friendly fonts, you’ll come off as approachable and caring.
By contrast, a generic design with bland colors, stiff typography, and stock photos can make your brand feel impersonal or outdated. Potential customers may hesitate to book your services or leave your site after viewing just a page or two.
Whether you choose a free or premium template design, make sure it fits your brand and resonates with your target audience. Consider its overall layout, SEO capabilities, UX features, and the elements you can customize.
Note that most, if not all, website builders let you preview their templates. Some even offer a free trial, so you can test the waters before committing to a specific layout or membership plan. For instance, Wix allows you to build your website for free and upgrade to a premium plan when you’re ready to connect a custom domain.
As a final word, define your must-haves in terms of web design. Visualize how you want your site to look, research other brands, and then choose a template that matches your vision as closely as possible.
Looking for the best typography for your web design? Read 15 Best Fonts for Head-turning Website Headings
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