Building a website from scratch is expensive and time-consuming, and you may not have the technical know-how to update and maintain it. Even simple things like publishing a blog post or changing the fonts can be cumbersome, unless you have good coding skills.
Don’t rush into hiring a web developer just yet. Instead, consider using website templates to cut costs and get online faster. These are pre-built layouts that can be customized based on your needs. You can change the colors, fonts, and menu options, upload images or videos, and add your brand elements.
The best templates are optimized for users and search engines alike, incorporating the latest design and development trends. They’re responsive and SEO-friendly, following web accessibility guidelines. Plus, they cost a fraction of what you’d pay for a traditional website.
Simply using a template doesn’t guarantee higher traffic, but it can indirectly boost your SEO and marketing efforts. Here’s what you should know about it.
What is a website template?
At its core, a website template is a pre-designed set of web pages built with HTML, CSS, or JavaScript. You can use it as is by replacing placeholder content with your own content or customize it as you see fit.
These ready-made layouts can be static (HTML/CSS) or dynamic. The latter integrate with website builders like Wix, featuring a visual interface with drag-and-drop functionality. Simply put, you can add, remove, or rearrange the CTA buttons, text boxes, images, forms, and other elements with just a few clicks.
Unlike traditional websites, these pre-designed layouts require no coding experience, making them accessible to non-technical users. For example, you can replace a photo or add a slide without writing a single line of code.
The degree to which you can customize them depends on the provider. Some templates are fully customizable, while others have limitations on how much you can adjust.
More advanced customization may require coding knowledge, but that’s usually the case for complex websites, such as online stores with dynamic content and membership portals. However, you may still be able to use plugins or add-ons to expand their functionality.
5 ways website templates can increase your conversion rates
When building a website from the ground up, you must take into account its functionality, aesthetics, mobile friendliness, and user experience. Every detail matters, from page loading time to where the CTA buttons are placed.
Website templates check all the boxes, performing just as well as or even better than a custom-built site. Their quality depends on the provider, but, generally, they’re optimized for search results and have advanced features for a seamless user experience (UX).
Some of these layouts are industry-specific, making it easier to meet customers’ expectations.
For instance, eCommerce website templates have built-in features like shopping carts, product galleries, and checkout pages. Real estate templates come with interactive maps and property listing pages, whereas fitness templates have dedicated sections for class schedules, workout routines, trainer bios, and more.
The best ones can outperform custom-built websites, or at least save you the trouble of hiring a web designer or developer, who would charge hundreds of dollars for the smallest tweaks. Plus, you can continuously upgrade them by installing add-ons or third-party apps.
But how exactly does a website template increase conversions and enhance UX? Let’s see a few examples.
Mobile Optimization
According to 2025 data, 96% of internet users worldwide go online from their smartphones. What’s more, mobile traffic accounts for 63% of all web traffic.
Given these figures, you’ll want to make sure your site looks good on all devices and screen sizes. Most website templates are responsive and mobile-friendly, allowing users to access your content from any device.
It’s also worth mentioning that Google switched to mobile-first indexing in 2020. Basically, it uses your website’s mobile version to crawl, index, and rank its pages in search results. If your site isn’t optimized for mobile, you’ll lose traffic and sales.
Fast Load Times
Per Deloitte research, a mere 0.1-second increase in page load speed can boost retail conversions by 8.4% and average order value by 9.2%. Depending on the industry, it may also result in more page views per session and lower bounce rates.
The best website templates are lightweight and optimized for speed, which can improve SEO, UX, and conversions. They have clean code, compressed images, minified CSS/JavaScript, and other features aimed at reducing the amount of data that needs to be loaded upfront.
However, some templates fall short in this regard, as they come with excessive scripts, unused CSS, or heavy animations. These elements can slow down your site, causing visitors to leave.
With that in mind, do your due diligence and research the template you’re interested in. Check the demo version to see how fast it loads.
Also, search for websites that use that particular template and test their speed on different devices with tools like Pingdom, Dotcom-Monitor, or Google’s PageSpeed Insights.
Clear Navigation
Good website navigation ensures visitors can easily find what they’re looking for. That’s why it’s recommended to use intuitive menus, clear CTAs, breadcrumbs, and other navigational elements.
For example, you’ll want to make sure any page on your site is no more than three clicks away from the homepage. This aspect alone can make it easier for users to discover your content and get the information they need within seconds.
Website templates are designed with the user experience in mind, featuring properly structured menus and clear navigation paths. For instance, a restaurant website template will likely have well-defined sections like “Menu,” “Reservations, “Today’s Specials,” and “Contact.”
Some templates also include sticky headers, keeping the navigation bar visible as users scroll down the page. The built-in search functionality, strategically placed CTA buttons, and responsive designs all contribute to a seamless experience across different devices and browsers.
User-Friendly Forms
Most templates come with user-friendly forms for booking product demos, placing orders, or reaching out to customer support.
These forms are often customizable, allowing you to add or remove fields, incorporate your company’s logo, change the colors, or edit the CTA. Their clean, simple designs can help businesses capture leads, close deals, and reduce cart abandonment rates.
Accessibility Features
A 2024 study of one million websites identified over 56.7 million distinct accessibility errors, with an average of 56.8 errors per page. Over 80% had low-contrast text, 54% didn’t have alt text, and 48% had missing form labels.
These issues can negatively affect the user experience and limit your reach. For example, if your content isn’t accessible to consumers with visual impairments, you could lose millions in revenue.
Website templates often include accessibility features like proper contrast ratios, keyboard navigation, and visually prominent buttons, ensuring your site is legally compliant. These elements can help you reach a wider audience and rank higher in search engine results.
As a final word, compare multiple templates before making a choice. Look into their features, read customer reviews, and check the demo version. If possible, sign up for a free trial or basic membership plan so you can test the templates you like most.
Ideally, select a website template designed specifically for your industry, as it will require less customization. Also, focus on templates that prioritize page load speed and follow SEO best practices.