Over the years, I’ve built websites for all kinds of folks — from solo contractors just getting started to businesses pulling in serious revenue. And one thing I’ve learned? “Web design” means wildly different things depending on who you ask.
Some people need a quick online presence and don’t want to touch it again for five years. Others want a polished, custom-built experience that reflects every little detail of their brand. And then there are the ones who need something flexible and scalable because their business is growing fast.
That’s why it helps to break web design down into three basic types. Not every project fits neatly into one box, but understanding the differences can save you a lot of time, frustration, and — let’s be honest — wasted money.
1. Template-Based Web Design
This is where a lot of folks start. You pick a theme, change the colors, swap in some photos, and boom — you’ve got a website. Tools like Squarespace, Wix, and off-the-shelf WordPress themes make it almost too easy.
For hobby projects or businesses just testing the waters, that might be enough. It looks fine. It says what you do. Technically, it’s a website.
But here’s the kicker: most of these sites don’t convert. I’ve seen it again and again — DIY websites that sit there like digital billboards no one reads. The layout isn’t built to guide the visitor toward action. The headlines aren’t doing any heavy lifting. Calls-to-action are either buried or missing altogether.
I’ve had clients show me their old site and say, “We’re not getting any leads.” And it’s no surprise. These templates are built to be one-size-fits-all, which really means they fit no one properly. They look decent, sure, but they’re not designed to sell your service, to your customer, with your process in mind.
I built a few of these myself early on — just to get the ball rolling. And while they technically worked, none of them brought real results. It wasn’t until I started designing sites around conversion — with proper messaging, structure, and flow — that I saw the difference.
Templates are fine as a stepping stone. Just know that if your goal is to get leads, you’ll probably need more than a plug-and-play setup.
2. Custom Web Design
This is where things start to feel real. Custom web design means you’re not just grabbing something off the shelf — the site is built specifically for your business, your offer, and the way your customers think and buy.
It’s more work, yes. And more money. But you get a site that actually does its job.
This is where I spend most of my time these days. Contractors who want to stand out from the “Chuck and a Truck” crowd, med spas that need to look high-end, photographers with a certain style — they can’t afford to blend in. And frankly, neither should they. With custom design, every part of the site — layout, visuals, copy structure, flow — is built to connect with their audience and get them to take action. (I broke this down more in this post about what a custom website really is.)
I once worked with a landscaping company that had a very basic site before. It looked fine at first glance, but it didn’t explain what made them better, didn’t show off their best projects, and definitely didn’t build trust. We rebuilt everything from the ground up — new visuals, sharper messaging, calls-to-action in the right places. Within a couple of months, they were getting more calls than ever before.
That’s the magic of custom. It’s not just about looking pretty. It’s about guiding visitors from “just browsing” to “where do I sign?”
3. Component-Based or System Design
This one’s a bit more behind-the-scenes, but it’s powerful — especially for growing businesses. Instead of designing each page one by one, you build a system: a library of reusable components (like buttons, cards, layouts) that keep everything consistent and scalable.
It’s how bigger sites and serious design teams work. Think startups rolling out new landing pages every week, or companies with multiple products that all need to look like they belong to the same brand.
I’ve actually spent most of my career as an engineer working in teams like that — using design systems, component libraries, and structured workflows to build things at scale. It’s efficient, clean, and makes collaboration way smoother. When I bring that same mindset to client projects, especially for businesses planning to grow or add content regularly, it pays off fast.
One med spa I worked with had new promos every month, seasonal landing pages, blog content, patient and provider pages, lab orders and the list will go on… Without a system in place, that site would’ve turned into a tangled mess in six months. But with a component-based structure, updates were quick, and everything stayed consistent — even when different people were working on different parts.
It’s not always necessary — most small businesses don’t need this right away. But if you’re thinking long-term, or already have a team updating your site often, building on a design system is one of the smartest investments you can make.
Which Type of Web Design Is Right for You?
Let’s make this simple. Here’s a breakdown of who benefits from each type of web design — based on real projects I’ve worked on or seen up close.
Template-Based Design
Who it’s for:
- Solo service providers just starting out
- Local businesses with low competition
- Hobby projects or personal portfolios
- Anyone with a tight budget who just needs “something online”
Pros:
- Fast and affordable
- Easy to DIY (or hire someone cheap)
- Plenty of pre-made themes available
Downsides:
- Hard to customize without breaking things
- Usually not built to convert visitors into leads
- Can feel generic or mismatched to your brand
- Limited long-term flexibility
If you just need a digital business card and don’t expect traffic to turn into revenue (yet), this can work. But don’t expect miracles.
Custom Web Design
Who it’s for:
- Service businesses with clear offers and decent budgets
- Contractors, lawyers, consultants, agencies, etc.
- Businesses that need to stand out and build trust
- Anyone serious about conversions and long-term growth
Pros:
- Built around your goals and audience
- Clean, unique, and memorable design
- More flexible and scalable
- Better SEO structure and performance (usually)
Downsides:
- Takes longer and costs more
- You’ll need a proper discovery process (which is a good thing, honestly)
- Not DIY — you’ll need to hire someone who knows what they’re doing
This is the level where a website starts paying for itself. I’ve seen clients 3x their leads just by switching from a template to a custom site built the right way.
Component-Based / System Design
Who it’s for:
- Mid-size to large businesses
- Startups with marketing teams
- Sites with lots of ongoing content updates
- Anyone managing multiple products, services, or landing pages
Pros:
- Consistent design across the entire site
- Easy to update and scale
- Efficient if multiple people are working on the site
- Ideal for long-term growth and structured collaboration
Downsides:
- More complex and expensive upfront
- Requires solid planning and someone who understands systems
- Overkill for small, static websites
If you’ve got a content machine running, or your team’s adding pages weekly, this kind of structure is a lifesaver. I’ve worked in environments like that for years — once you go modular, you don’t want to go back.
Final Thoughts: Start With What Fits — Then Grow
There’s no universal “best” type of web design. It really depends on where your business is at and where you want it to go.
If you’re just getting started and need something online fast, a template might do the job. If you’re serious about getting leads and building trust, go custom. And if you’re scaling or working with a team that’s constantly updating things, system-based design will save your sanity.
I’ve worked with all three — built them, fixed them, watched them succeed and flop. What I’ve learned is this: a website isn’t just a digital brochure. It’s a tool. And like any tool, the right one depends on the job you’re trying to do.
Just don’t fall into the trap of paying for something flashy that doesn’t perform — or worse, patching together a free solution that costs you way more in lost opportunities.
Start smart. Build for where you’re headed. And if you’re not sure what that looks like, that’s usually a sign it’s time to talk to someone who’s done it before.
