The Difference Between a Template and a Custom Site — And Why It Matters Less Than You Think
If you've been looking into getting a website built, you've probably run into this question at some point: do I need a fully custom site, or can I just use a template?
It's a good question. And the honest answer is — it depends. But probably not on what you think.
Let me break it down
What a Template Actually Is
When I build a template, I start by creating an avatar — a fictional business owner and their business model. Let's say I'm designing a template for licensed therapists. I build out a general picture of what that therapist offers, how they talk about their work, what pages their website needs. And I design the entire template around that avatar.
Which means a template is, by nature, general. It's broad. It was built for a type of person, not a specific person.
A custom website, on the other hand, is built entirely around you — your voice, your offers, your audience, your brand. Nothing is assumed. Everything is intentional.
That's the real difference.
The Biggest Misconception About Templates
A lot of people think that buying a template means the hard part is done. You purchase it, swap in your photos and copy, and you're live by the weekend.
Sometimes that's true. But here's when it's not:
If your business looks very different from the avatar the template was built around, you're going to need to restructure pages, rework the layout, and possibly build entirely new sections from scratch. And if you don't have the time, the patience, or any interest in learning how to do that inside Squarespace — a template is not going to save you time. It might cost you more of it.
A template is a great fit if you're creative, you have time to learn, you enjoy a good DIY project, and your business is close enough to the original design that you don't need to rebuild it from the ground up.
A template is not the right fit if you need everything done for you, your business model is complex or unique, or you have no interest in learning a new platform. In that case, a customization is the move.
What Actually Goes Into Building One of My Templates
Here's something most people don't realize: my templates are not generated by AI.
When I build a template, I create a business avatar, use AI to help develop copy and layout ideas for that fictional business, and then I go into Squarespace and manually design every single element — the layout, the sections, the typography, the spacing, the mobile version. It takes days. Sometimes weeks. There is no shortcut for the actual design work.
I say this because I want you to understand what you're actually getting when you purchase one of my templates. It's not a starting-from-scratch situation. It's a polished, thoughtfully designed foundation — built by a real person, for real businesses like yours.
Why Squarespace
I've worked in Wix, WordPress, and Showit. And I keep coming back to Squarespace — not because it's the only option, but because it is genuinely the most user-friendly platform for people who don't want to learn code, don't have hours to spend watching tutorials, and just want to log in and make a small update without accidentally breaking their site.
If you have the time and interest in learning something more complex, there are platforms with deeper customization potential. But for the majority of small business owners I work with — coaches, service providers, creatives, boutique businesses — Squarespace does everything they need, cleanly and without the headache.
That's why I built Story Reimagined around it. And it's why I still believe in it.
Not sure which option is right for you? Browse the template shop or reach out — I'm happy to help you figure it out.
