Web & Conversion
Should I build a custom website?
Often not. For a small business with a simple offer, a good template plus solid content genuinely outperforms a custom build at a fraction of the cost. Custom is justified when the site must do something a template cannot, and that is a narrower set of cases than most agencies imply.
Custom earns its cost when you have integrations a template cannot accommodate, a catalogue or content model that does not fit an off-the-shelf structure, or performance and accessibility requirements the template's markup will not meet.
It does not earn its cost when the requirement is really 'we want it to look distinctive'. Distinctive is achievable within a well-chosen template for far less.
The question worth asking is what happens if you are wrong. A template you outgrow is a migration. A custom build you did not need is a sunk cost plus an ongoing maintenance obligation.
Commercial · Updated July 2026
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