I get this question all the time. And honestly, it makes sense. Choosing between template vs custom website options can feel like a big, heavy decision, especially when your business is growing and your website suddenly feels…behind.

Here’s the thing: Your website is often the first interaction someone has with your business. Before they email you, before they inquire, and before they decide whether you’re truly “for them.” So the template vs custom website decision is not just about looks. It’s about clarity, confidence, and how well your online presence matches the caliber of work you are already doing.

I’m Alex Collier, and I work with wedding pros at many different stages. Some are ready for a fully custom design, while others need a smart middle ground. Both paths can work beautifully when chosen with intention. Let’s talk through what each option actually looks like and why one might make more sense for you right now.

The Case for Custom Web Design

Custom web design is exactly what it sounds like. We start from a blank canvas and build a site that is shaped entirely around your brand, your goals, and your client experience. There are no shortcuts or pre-set layouts here—every decision is intentional, from structure to styling.

When clients come to me for custom Showit design, it is usually because their business has evolved. Their work is stronger, their pricing has shifted, and their clients now expect a higher level of polish across every touchpoint. Many of them also share the same frustration: they don’t want to feel boxed in by the constraints of a template, especially if their business offers a unique combination of services or falls into a more niche category. At that stage, the template vs. custom website decision becomes much clearer.

Custom design gives you full creative control. Your site structure, page flow, imagery, and copy hierarchy are all built with your business specifically in mind.

This option is best when you want:

• A fully tailored experience
• Unique layouts built around your content
• Room to grow without reworking everything later
• A site that reflects a very specific niche or style

In the difference between custom website and template, custom wins when flexibility and long-term growth matter most. It is also an investment in budget and in time. But when your site needs to signal “established and confident,” custom web design often feels like the natural next step.

Want to see how a custom Showit website came together for a recent client and how every detail was built around her brand from the ground up? I walk through the full process inside the Lillian Ruth Bride project and share what made custom the right fit for her business.

The Case for Template Customization

This is where things get flexible. And honestly, this is one of my favorite options for wedding pros who want something polished without going all in on full custom just yet.

With template customization, we start with one of my Showit website templates as a strong foundation and then shape it to fit your brand, your content, and the way your business and services are structured. My templates are built to be intuitive, clean, and high-end right out of the box. We then add your business’s branding (fonts, colors, logos) to make things totally cohesive and aligned (not cookie-cutter). Many clients choose to add on branding services to template customization, while others choose to leave the template fonts and colors. It’s all about what works for you, your budget, and your business.

Template customization gives you structure without overcomplicating things. In making the choice between a custom website and template, this option offers a polished, cohesive site while saving time and cost, which is often exactly what growing businesses need.

Quick note: You’re always welcome to purchase a template from my shop and customize it on your own. And if you ever decide you’d like me to step in and take over, just reach out—I’m happy to help.

Curious what a refined template customization actually looks like in action? I break down a recent client project for The Flower Lab and show how we transformed my Magnolia Showit template into something that felt elevated, personal, and completely aligned with her brand.

The Key Differences: Time, Cost, and Creative Control

Time

Template customization can move quickly, with an average timeline of 2 weeks from your start date to launch. As a Showit Design Partner with over seven years of experience with the platform, I’m able to work quickly to get you up and running, while also ensuring your site follows best practices for SEO, accessibility, and more.

If you DIY a template, the timeline can stretch simply because you might be learning as you go. Custom web design takes the longest since everything is built from the ground up. If you need to launch quickly, this can be a deciding factor in the template vs custom website choice.

Cost

Custom design is a larger investment, while template customization is more accessible while still offering a high-end feel. A templates can be a great stepping stone when you want quality without overextending.

Creative Control

Custom gives you full freedom. Templates offer structure with room to personalize (you would be surprised how much a template can change once your imagery, logo, colors, and copy are in place). Neither is wrong. It just depends on how specific your vision is right now.

This is where the difference between a custom website and template becomes practical, not emotional.

If you are already feeling the nudge that you’ve outgrown your current brand, my post on knowing when it is time to rebrand walks you through the signs and what to do first. It is a great starting point if this decision feels layered and emotional (which is completely normal)!

How to Know Which One You Need

Here is my honest take. The right choice depends on where your business is today, not where you think it “should” be.

You may lean toward custom if:

• You are clear on your ideal client and where you want your business to go next
• You’re ready to step into a chapter as an industry leader
• Your services are layered or niche
• You want something built entirely around your process

You may lean toward template customization if:

• Your business is growing but you’re not quite ready to invest in a fully custom design
• You need a faster launch
• You want a polished site without overcomplicating things

In the template vs custom website decision, neither option is right or wrong. Both can help you show up with confidence, attract better-fit clients, and grow alongside you when built thoughtfully.

Wrapping Up: Template vs Custom Website Design

At the end of the day, this is less about choosing the “best” option and more about choosing the one that supports you right now. Your website should feel like a reflection of where your business is headed, not a reminder of where it used to be. Whether you land on custom or template customization, the goal is the same: a site that feels aligned, confident, and easy for the right clients to say yes to. And if you are unsure which direction fits, that is usually the clearest sign it is time to talk it through rather than force a decision.

If you are ready for a website that finally matches the caliber of your work, there are a few ways we can move forward. You can explore my Showit website templates if you want a refined starting point, or we can work together through template customization or full custom web design. 

And if you are not sure which direction makes sense, I am always happy to talk it through! You can reach out here and we will figure out the best next step for your business together.