Custom build vs template: what you really get

Templates look cheap. Custom builds cost more upfront. But what you get for your money is very different.

This comparison covers what you really get with templates versus custom builds, including quality, performance, accessibility, ownership, and long-term costs.

What is a template?

A template (or theme) is a pre-built design you customise with your content, colours, and logo. Templates are available for WordPress, Shopify, Squarespace, and other platforms.

Templates cost £30-200 to buy, or come free with some platforms. You install, customise, and publish.

What is a custom build?

A custom build is designed and built specifically for your content, goals, and users. No template, no compromises, just what you need.

Custom builds cost more upfront (£2,000-15,000+), but deliver better performance, accessibility, and long-term value.

Performance: custom builds win

Custom builds are faster because they include only what you need. Templates include features you may never use [1]Source 1 .

Templates

• Page weight: Often 2-5MB (includes unused features, demo content, multiple layout options)
• JavaScript: Heavy (sliders, animations, builders, unused features)
• Core Web Vitals: Often poor (LCP 3-5s+, CLS issues from dynamic content)
• Optimisation: Limited (you cannot remove unused code easily)

Custom builds

• Page weight: Often 100-500KB (only what you need)
• JavaScript: Minimal (only essential features)
• Core Web Vitals: Usually excellent (LCP under 2.5s, CLS near zero)
• Optimisation: Full control (remove anything you do not need)

Google uses Core Web Vitals in ranking decisions [3]Source 3 . Faster sites rank better and convert more.

Accessibility: custom builds win

Custom builds are built with accessibility from the start. Templates often have accessibility issues that are hard to fix [2]Source 2 .

Templates

• Keyboard navigation: Often broken (focus order, skip links, modals)
• Screen readers: Poor markup, missing labels, unclear structure
• Contrast: Varies (hard to fix without breaking design)
• Fixes: Difficult (template updates can break your fixes)

Custom builds

• Keyboard navigation: Built correctly from the start
• Screen readers: Proper markup, labels, structure
• Contrast: Meets WCAG AA standards
• Fixes: Easy (you control the code)

Accessibility is not optional. It is a legal requirement in many countries, and it helps you reach more customers.

Design fit: custom builds win

Custom builds match your content and goals. Templates force you to fit your content into their structure.

Templates

• Layout: Fixed (you work around template limitations)
• Content: You adapt content to fit template structure
• Branding: Limited (colours, fonts, logo only)
• Uniqueness: Low (others use the same template)

Custom builds

• Layout: Flexible (designed around your content)
• Content: Structure matches your content needs
• Branding: Full (complete brand expression)
• Uniqueness: High (built just for you)

Custom builds reflect your brand and goals. Templates make you look generic.

Ownership and control: custom builds win

Custom builds give you full ownership and control. Templates tie you to the platform and template updates.

Templates

• Ownership: Limited (you own content, not the template)
• Updates: Template updates can break your customisations
• Platform lock-in: High (hard to move away)
• Customization: Limited (theme/plugin constraints)

Custom builds

• Ownership: Full (you own everything)
• Updates: You control when and what to update
• Platform lock-in: Low (can move hosting easily)
• Customization: Unlimited (you control the code)

Custom builds give you freedom. Templates keep you locked in.

Long-term costs: custom builds win

Templates look cheap upfront, but costs add up. Custom builds cost more upfront but save money long-term.

Templates

• Initial cost: £30-200 (template purchase)
• Setup: £500-2,000 (customisation, content)
• Maintenance: £50-200/month (updates, fixes, plugin management)
• Performance fixes: £500-2,000 (when site gets slow)
• Accessibility fixes: £500-2,000 (when issues are found)
• Total (year 1): £1,500-6,000+
• Total (3 years): £2,500-10,000+

Custom builds

• Initial cost: £2,000-15,000 (design and build)
• Setup: Included (part of build)
• Maintenance: £20-100/month (minimal, fewer updates needed)
• Performance fixes: Rare (built fast from the start)
• Accessibility fixes: Rare (built accessible from the start)
• Total (year 1): £2,240-16,200
• Total (3 years): £2,720-18,600

Over 3 years, custom builds often cost similar or less than templates, with better results.

When templates make sense

Templates can work when:

• Budget is very tight: You need something now and cannot afford custom
• You are testing an idea: MVP or proof of concept
• Content is very simple: Basic brochure site with few pages
• You can accept limitations: Performance and accessibility are not priorities

Even then, consider a simple custom build. It may cost similar and deliver better results.

When custom builds make sense

Custom builds make sense when:

• Performance matters: You need fast load times and good Core Web Vitals
• Accessibility is required: Legal compliance or you want to reach everyone
• Brand matters: You need a unique, professional presence
• Content is complex: Multiple services, locations, or content types
• You want long-term value: You plan to keep the site for 3+ years
• You want control: You want to own and control your site

Most businesses and charities are better off with custom builds for long-term value and results.

The hidden costs of templates

Templates have hidden costs:

• Performance issues: Slow sites lose visitors and rankings
• Accessibility problems: Legal risk and lost customers
• Update conflicts: Template updates break customisations
• Plugin bloat: Need multiple plugins for basic features
• Generic look: Hard to stand out from competitors
• Rebuild costs: Often need to rebuild after 1-2 years

These hidden costs make templates more expensive than they appear.

Making the decision

Ask yourself:

• What is your budget? Can you afford £2,000-15,000 upfront, or do you need to start cheaper?
• How long will you keep the site? 1-2 years = template might work. 3+ years = custom build is better value.
• Does performance matter? Yes = custom build. Less critical = template (with risks).
• Does accessibility matter? Yes = custom build. Less critical = template (with legal risk).
• Does your brand matter? Yes = custom build. Less critical = template (looks generic).

Summary

Templates look cheap but have hidden costs: poor performance, accessibility issues, generic design, and ongoing maintenance. They work for very tight budgets or MVPs.

Custom builds cost more upfront but deliver better performance, accessibility, unique design, and long-term value. They are the better choice for most businesses and charities.

Over 3 years, custom builds often cost similar or less than templates, with significantly better results.

For more on where templates and themes break accessibility, see themes vs bespoke builds: where accessibility breaks first.

Need help deciding? Get in touch and I can help you choose the right approach for your needs and budget, or see website build services for more on custom builds.