If you’re a professional service provider looking to build or update your website, you’ve probably discovered there are a lot of options out there—and it’s a bit overwhelming! This post covers the pros and cons of website templates vs. custom design and how to make the best choice for your professional practice.
The Difference Between Website Templates vs. Custom Design
One of the first decisions to make is whether you use a website template or go the custom design route for your site. Website templates contain the pre-built structure for your website and require you to input your own words, or copy, images, branding, and optimize each page for search engines.
The other option is to hire a website designer to build a custom website for you. If you opt for custom design, your website will be built from scratch with your branding, messaging, photos, keywords, and unique firm in mind.
What to Consider Before Designing Your Website
Before building your firm’s website, make sure you have clarity on a few key things. This will save you time and money in the long run, and your choices will help you choose between using a website templates vs. custom design.
Website Hosting Platform
If you’re starting from scratch with your firm’s website, the first step is to pick a website hosting platform. Many professional practices choose between Squarespace and Wix, two well-known website hosting platforms.
At Growth Story, we recommend Squarespace for its clean design, professional websites, and search engine optimization (SEO) capabilities. As Squarespace Circle Partners, we receive discounts on Squarespace plans and access to advanced features.
Brand Clarity and Messaging
Before writing your website copy, or the words on your site, make sure you have brand clarity. Brand clarity is crucial for professional practices, as it communicates to your prospects whether or not you’re the right firm to help them.
Brand clarity is knowing exactly who you serve, what transformation you provide, and how you communicate that value. It’s especially important for professional services, because your prospective clients likely don’t understand highly technical terminology—and they don’t need to. They just need to know whether or not you’re the firm they want to hire.
How Much Time You Have to Spend on Your Site
One of the main factors to consider before choosing a template or custom website is how much available time you have to learn, build, and maintain your website. Website creation is very time consuming, between writing the copy, designing the page layouts, and optimizing each page for SEO. That’s time away from supporting your clients and running your practice.
Search Engine Optimization (SEO)
SEO determines how well your website shows up in search engine results. Your website should be beautiful and professional—and it also should be designed to get found and convert visitors into prospects. If you don’t already know how to optimize your website for search engines, you may want to consider outsourcing it to a professional website designer who includes SEO in their packages.
Pros of Website Templates
Website templates are the most budget-friendly option. You can find many free or inexpensive templates online, including through your website host. If you’re a DIYer or new business owner, a website template is a simple starting point.
Cons of Website Templates
While website templates are the most affordable option, there are some cons to take into consideration for your professional practice.
Limited Flexibility
Website templates have limited flexibility, as the website’s structure is pre-determined for you. This means there’s a chance your website will blend in with others in your industry, since they aren’t designed to be custom to your business. Since most are inexpensive, you run the risk of looking juvenile or inexperienced, and that isn’t the best first impression for your firm.
Lack of Strategy
Website templates still require you to write the words for your website and optimize your site for SEO. If you aren’t familiar with copywriting best practices and how to make sure your website shows up on search engines like Google, your site may not be set up to continuously attract prospects for you.
No Technical Training
If you’re new to website building, even using a template could take hours upon hours of your time. As a professional practice owner, that time is better spent serving your clients.
Pros of Custom Website Design
Your other option is to hire a website designer to build a custom site. Here are some reasons why this could be the best solution for your firm.
Unique and Differentiated Online Presence
Having a custom website built by a professional is the best way to make your firm stand out. From the ground up, your website will be built custom to your practice, and it won’t look the same as others in your industry. Your website will represent the high-quality work you do and give a positive first impression to visitors.
Nothing Added to Your Task List
If you have a packed calendar full of client calls, having a website designer take this off your plate will save you so much time. While they’re researching, strategizing, and designing, you can serve your clients and run your practice.
Strategic and Built to Convert
When you choose the custom website route, you ensure your website is built strategically. The words on the pages, the design, and the SEO optimization elements are all selected to drive the right people to your website, convert them into prospects, and eventually, into booked clients. Your website should work just as hard as you do.
Cons of Custom Website Design
Custom website design is an investment, so if you’re a new business owner, you may opt for a template to save some money. It’s important to remember that professional website design is truly an investment for your business. When you launch your website with a designer, it should bring new prospects to your firm consistently.
Which Web Design Option is Best for You?
As a professional practice owner, especially with a few years or several clients under your belt, we highly recommend choosing custom website design. Your website should highlight your expertise and top-tier client experience, and going custom helps you present online as the knowledgeable professional that you are.
Even if you feel confident in your ability to write or comfortable with technology, it’s shockingly difficult to work on your own business! When you’re “in it” all day every day, it can be helpful to have an outside perspective to help guide the strategy that will help your business grow.
And it’s no secret that you’re busy. Googling “how to write a website” or “how to edit a button color on Squarespace” probably isn’t the best use of your limited time. Outsource your website to a professional website designer who will ensure it’s the best representation of your firm, so you can get back to helping your clients.
You Deserve A Strategic and Custom Website for Your Growing Business
At Growth Story, we live and breathe websites for professional practices. Everything is taken care of for you, including strategic brand strategy, humanized copywriting that explains your services and value, SEO optimization that helps you show up when your prospects search for you, and a fully custom website that showcases what makes your firm unique.
If you’re excited to have a website that works while you’re busy with clients, book a free consultation with Allie, the founder of Growth Story.
FAQs about Website Templates vs. Custom Design
A custom website is built from the ground up by a designer, specifically for your practice. On the other hand, a template is a pre-made website, where you swap in your photos, text, colors, and have to optimize for SEO yourself.
Templates are pre-made, so you run the risk of looking similar to the other websites in your industry. If you’re short on time and aren’t familiar with website building, templates can be extremely time consuming as you still have to write the words, update your branding, and implement SEO strategies yourself.
For professional service providers, a custom website is the best way to go. It’s built strategically to represent your level of expertise and professionalism, and it will set you apart from others in your industry. At Growth Story, we design websites that are built to be found and designed to convert. That means that visitors become prospects, and then become booked clients on your calendar.