Home > Writing Advice & Resources > Website Templates: Value or False Economy?

Website Templates: Value or False Economy?

Updated Feb 2006
In the search for ways to minimize web development costs, some businesses will consider using predesigned web templates. But are these templates a true value, or a false economy?

It depends.

For any website to be effective, it has to present information clearly and efficiently. Here are seven guidelines to help you assess how well any template will present your information.

1. Does the no-scroll zone of the template page have enough space for inserting text so that users will be able to see all your important points without scrolling?

   Studies show that users tend not to scroll unless they have a good idea of what's on the page. Some users don't scroll at all. Therefore, you need to make sure that the no-scroll zone of the template has enough text space to convey the important information points on each page.

   Consider the example template at right. Nice, huh? But wait a minute. Remember that the computer screen is wider than it is high, and that the browser's menu bar will take up some space at the top of the screen.

   What this means is that when a page built from this template is actually loaded, only the very top part of the page will actually be visible when the page loads, as shown below.
   
   See how the actual information area in the no-scroll zone is so small that there's no way you can make a compelling presentation in the available space?
   
   When you template-shop, you must mentally crop the template so you're clear about what will appear in the no-scroll zone. For every inch of width, you will see .6 of an inch in height. For example, if the image of a template measures 5 inches wide by 7 inches high, only the top 3.0 inches (5 X 0.6) of the template will actually appear in the no-scroll zone of a web page.

   Never get so entranced by the overall look of a template that you forget that it's the content, not the template, that will show people the advantages and benefits of dealing with you. (Think about it: how many times have you ever said, "Wow, cool website design, guess I'll buy from these people"? You don't. It's words that make people buy.) Before you commit to using a template, make sure there's room for all your key points in the no-scroll zone, especially on the Home page.

2. Will the template give you a site that downloads quickly?

   Studies show that when page download times exceed 8-10 seconds, users start to abandon the site. Depending on the coding method used to design a template, it may give you a slow-loading site. If it does, there's little you can do to fix the problem.

   By contrast, when you have a site designed for you, you can specify performance standards up front (for example "all pages will consistently download in about 8-10 seconds over a dial-up connection") and have them written into your design contract.

   If you really do like a specific template, try to contact the vendor and ask about download times.

3. Will the template lend itself to good search rankings? If you have a choice of template file formats, you should avoid all-flash versions (.SWF, .FLA) because search engines may have problems indexing all-Flash sites. Do not use frames-based templates; frame content may get indexed without the navigation system attached, making it impossible for the user to follow the page to the rest ofyour site. Photoshop-based templates (.PSD) can create problems on some servers. HTML-based templates are safest.

   Generally, if you want to get good search rankings, you need to do certain things in the site's underlying code. Be aware that if you buy a template, you will either have to:

   • hire someone to do this code optimization for you, or
   • suffer with less-than-optimum rankings

4. Is the template full of meaningless graphics?

   Meaningless graphics will hurt your site for several reasons:

   • users dislike generic graphics that do not deliver content
   • graphics increase download times (remember, many users outside major centers are still on modems, and as soon as download times go over 8-10 seconds...)
   • heavy use of animated graphics tends to hurt search rankings because they displace text

   If you plan to customize a template by adding your own images, remember that your images will have to be sized to fit, and tweaked for the fastest possible download. Unless you're a graphics expert, you'll need a web designer to do this and it will cost you money.

5. Can the template menu be tweaked? Can you:
   • show exactly the number of pages you need?
   • add pages?
   • change the names on the menu links/buttons?
   • group menu links/buttons together to show relationships?

   An effective menu is the key to presenting your information properly. If the menu structure doesn't fit the information, you're fighting a losing battle.

6. Will the site look good on all computers?

   Computer monitors can be set at different resolutions, meaning that the size of whatever is displayed will change from computer to computer. If you buy a fixed-width template, it may not fill the screen on many users' displays.

   By contrast, if you have a site custom-designed, you can specify that you want the site to adjust to all display resolutions so the screen is always filled.

7. Does the template's color scheme match your company colors? Brand recognition is easiest to achieve when your website, business cards, brochures, signage, etc have a consistent look and feel. A website with a radically different look and feel than the rest of your promotional materials can destroy this 'recognition factor'.

If the template you have in mind can pass all the above tests, then it may be good value for you. If you do decide to use a template, here are some additional tips:

1. Organize your site content first, then go shopping for a template to fit the information structure. Remember, your information is the gift you give to web users; the template is only the package. Make the package fit the gift, not the other way around.

2. Hire a writer to prepare your content. It's words that make a website truly effective. Hiring someone familiar with the principles of writing for the web will be a good investment.

One final thought on using templates: what you see is what you get. If you want things changed, the template may or may not let you do so. Try to ascertain in advance how customizable the template really is. You may need to hire a designer to make the changes, which will reduce the cost advantage of using a template.