Website templates have come a long way since their humble beginnings in the late 1990s. Back then, they were plain-looking, with limited flexibility and barely any room for customization. By contrast, modern templates are fast, responsive, and versatile, built to match any industry or type of business.
Then there’s the cost factor. Compared to custom web design, templates cost 50–70% less, allowing small businesses to launch a fully functional website or blog without breaking the bank. And if you’re new to this technology, you can start with a free template to test the waters or try out different designs.
Say you go with a SaaS website template from Wix for example. Depending on your needs, you can adjust the layout, colors, fonts, content blocks, and other elements without writing code or paying extra for customization. It’s that simple.
However, templates are not just for startups or side hustles. In fact, they can lay the foundation for building a successful brand or growing the one you already have. Here’s why they work.
TL;DR
- Modern website templates are customizable, versatile, and cost 50–70% less than custom designs, making them ideal for startups and small businesses.
- Templates enable quick deployment, allowing businesses to launch sites as soon as products are ready or test new ideas without high costs.
- Features like SEO optimization, responsive design, and built-in eCommerce tools enhance user experience and boost profitability.
- Website templates are best for straightforward offerings, quick launches, and businesses with budget constraints.
Templates Play Both a Functional and an Aesthetic Role
A high-quality template can be a strategic business tool. Not only does it cost less than a custom-built site, but it also allows for faster deployment and can significantly reduce the time to market.
Going back to the SaaS example, a template lets you launch your site as soon as your product is ready instead of waiting weeks or months for a custom build. Plus, you can make changes anytime without the need for a web designer or developer.
Many templates also have built-in features for eCommerce, lead generation, search engine optimization (SEO), blogging, and other business activities. And, depending on the website builder used, you may have access to:
- Image editing tools
- Third-party apps
- Custom fonts
- Free media files
- Website translation tools
- Advanced analytics and reporting
And much more.
For example, Wix offers over 2,000 templates with premium features like scroll effects, customizable menus, entrance animations, and AI writing tools. After all, there’s a reason it powers more than 1.6 million domains.
Let’s take a close look at some of these features and how they can streamline your branding efforts.
| Key Feature | What It Means | Why It Matters for Branding |
| Consistent layout and design | The visual hierarchy, colors, fonts, and other design elements are consistent across all pages. | Creates a cohesive brand image;Increases brand recognition;Conveys professionalism. |
| Pre-built conversion elements | The template comes with CTA buttons, email signup forms, countdown timers, and other conversion-focused features. | Tells visitors what’s expected of them;Helps align your messaging with your business goals;Can increase profitability. |
| Responsive & mobile-first | Your website adapts seamlessly to any device and screen size. | Ensures a great experience for all visitors, including mobile users;Improves customer satisfaction. |
| Modular sections and components | Easily add, remove, or rearrange content blocks. | Supports agile marketing campaigns;Saves you time and effort;Eliminates the need for coding. |
| SEO-friendly structure | The template is optimized for search engines and has clean code. | Boosts search visibility, making it easier to attract organic (unpaid) traffic. |
| Integrated branding options | Customization tools that allow users to add their logos, modify colors, and make design changes in line with their branding strategy. | Helps businesses build and maintain a strong identity;Improves brand recognition. |
| Drag-and-drop interface | A visual interface for modifying the template and content without coding. | Saves time and effort;Enables users to quickly edit their websites (e.g., publish landing pages or update the terms of a sales promotion). |
Different templates serve different purposes, so their features vary.
For instance, some are highly visual, which makes them ideal for online portfolios. However, they often have limited eCommerce functionality.
Others are specially designed for online shops or specific businesses like dental offices or gym chains. These often come with built-in booking systems, lead capture forms, and integration with payment gateways.
How Brands Use Website Templates
Using website templates doesn’t guarantee success, but it can make it easier to build a brand or scale up a business. The biggest advantages? A quick setup, flexibility, and cost-efficiency.
You might be wondering, “But if I use a template, won’t my website look like everyone else’s?” Not at all.
A template gives you a solid starting point, but thoughtful customization is what makes your site unique. From fonts and colors to the navigation menu, every detail matters.
Take Puddin’, for instance. It’s built on a Wix template, yet the site feels completely original. Its distinct look comes from strong visuals, branded hero images, localized copy, and clearly defined sections that highlight the company’s offerings.
Another example comes from designer Roee Ben Yehuda, who used a Wix template to build his personal brand.
The artist’s website is colorful and lively, with a minimalist design that highlights his creative projects. It delivers that “wow” factor without any trace of a cookie-cutter template, offering a stunning visual experience.
Izzy Wheels, Copper & Brass Paper Goods, Vivi et Margot, The Boho Birdy, and other eCommerce brands use templates, too. Yet, each site has a distinct look and conveys a different message.
What sets them apart isn’t the underlying template, but how they customized the layout, copy, visuals, and interactive elements to reflect the brand’s style.
Is a Website Template Right for Your Business?
Website templates work well for many brands, but they’re not a perfect fit for everyone. Here’s when using one makes the most sense:
- You want to get your site up and running quickly
- Your offerings are straightforward (e.g., a clear menu, service list, or product catalog)
- Your team is small or non-technical
- You’re testing a new market or product idea
- You’re expanding an existing brand online
- You want a solid foundation to build on later
- You have budget constraints
- You’re just starting your business
Say you plan to launch a clothing line for gym-goers and people with active lifestyles. This business model is straightforward, and your website doesn’t have complex requirements. An eCommerce template lets you get online quickly and start selling from day one.
Now, imagine setting up an online marketplace that connects sellers and buyers. Some vendors offer subscription-based products, others operate as dropshippers, and some sell directly to customers. While you could use a template to launch this kind of business, hiring a web developer would likely make it easier to manage the added complexity.
Looking to build a personal brand as a makeup artist, photographer, or life coach? A website template, whether free or paid, can be a perfect choice in any of these scenarios. You could even sell products or services, such as eBooks and online courses, take bookings, and accept payments through your site.
Final Thoughts
Website templates don’t just save you time and money. They also make it easier to build and grow your brand, attract potential clients, and establish trust. As an added benefit, they allow you to test new ideas without the financial strain of custom website development.
Need one more reason to use a template? If you go this route, you can update, modify, and optimize your website on your own instead of relying on others. Plus, you can add new features via third-party integrations with web analytics, image editing, SEO, or content creation tools—just to name a few.