Website templates make it easier to move your business online or start one from scratch. They’re versatile, responsive, and SEO-friendly and work just as well as a custom-built site, but at a fraction of the price. Plus, they often include preview or demo options, offering a glimpse of how your content will look on different devices and screen sizes.

Most templates are ready to use out of the box. Edit or replace the demo content with your logo, images, and text, click “Publish,” and see your website come to life. But why not go one step further and customize the template for a unique look and feel?

This approach ensures your site reflects your brand’s image while offering a seamless user experience (UX). It also allows you to get the most out of website templates by tailoring their layout, navigation, and functionality for enhanced performance and visual appeal.

The best part is, you don’t need coding knowledge to make these changes. Simply follow the steps below.

Make Any Website Template Unique to Your Business in 5 Steps

Templates are pre-designed layouts that appeal to a wide range of users. Some are industry-specific, but they still have generic elements that may not fully align with your business needs. Plus, they might require specific add-ons to look and function optimally.

While you may use a template as is, you’ll get more value out of it by making small tweaks, such as personalizing the menu and buttons. These changes can help with SEO, enhance accessibility, and keep visitors longer on your site, among other benefits.

First, choose a fully customizable website template. For example, you’ll want to make sure you can add custom forms, replace existing images, and modify metadata.

Ideally, look for templates with a drag-and-drop interface like those from Wix. Some templates allow direct editing of HTML, CSS, or JavaScript, but in order to make these changes, you’ll need coding skills or developer support.

Once you’ve found the perfect template, use the strategies below to boost its performance and visual appeal.

Incorporate Your Branding Elements

Start by replacing the demo content with your company’s logo, brand colors, typography set, and product photos. If the template has drag-and-drop functionality, you can make these adjustments with just a few clicks.

Use custom images rather than stock photography to reinforce your brand identity. Add behind-the-scenes shots, team photos, and quirky illustrations. AI-generated images are OK—just make sure they align with brand identity and don’t infringe on any copyrights.

Aim for visual consistency across your website. For example, you’ll want to use the same font type, icon style, and color palette on all pages. Think of Airbnb, which chose a soft, friendly color scheme and rounded icons for a cohesive feel.

Create an Effective Visual Hierarchy

Visual hierarchy is all about arranging design elements in the order of importance. If done right, it can improve the user experience by guiding visitors through your website.

This practice also makes it easier to get your point across and drive conversions. For instance, placing a flash sale banner above the fold increases its visibility, ensuring more customers see your offer.

Depending on the template used, you can apply visual hierarchy principles to some or all sections of your site. Consider these strategies:

  • Add a pop of color: Use bright or contrasting colors to highlight CTA buttons, announcements, special offers, and other key elements.
  • Organize your content: Structure your pages and posts with header tags (H1 to H4) to improve readability and help search engines better understand your content. Make sure the headings are noticeably bigger than the body text.
  • Leverage white space: Add white space, or negative space, around the elements you want to emphasize, such as product images, menu items, and headlines. This helps prevent clutter while directing the viewer’s attention to specific sections.

It’s also a good idea to implement the rule of thirds—just like in photography. With this approach, you’ll visually divide your web pages into a 3×3 grid and place the most important information where the lines intersect.

Implement Dark Mode

Around 82% of consumers use dark mode on their phones to reduce glare, screen flicker, and blue light. Not only does this practice enhance readability, but it can also save battery life and prevent eye strain.

Some website templates support dark mode by default, but you need to activate it manually from Settings. If your template doesn’t have this feature, you’ll have to implement a toggle switch.

As a general rule, opt for dark gray and off-white (which are easier on the eyes) instead of black and pure white. For instance, YouTube uses gray backgrounds with off-white text for better contrast.

Also, preview your site in dark mode to make sure your brand colors look good. Test your images, icons, and buttons, too, as they may not be visible enough on dark backgrounds.

Leverage Social Proof

Would you purchase a product for the first time without reading online reviews? Probably not. Chances are, you also read reviews and testimonials before reaching out to a lawyer, accountant, healthcare provider, or other professionals.

Your customers most likely do the same, and that’s why you should prominently display social proof on your website. In addition to buyer reviews, consider adding case studies, certifications, seals of approval, product ratings, and other forms of social proof.

If you’re a B2B business with a track record of success, list your most notable clients on the homepage and product pages. This could be something like “Companies that love [your brand name].” You can also display any awards or virtual trophies your business has won.

These elements build trust and credibility, which can lead to higher conversion rates. At the same time, they give your website a professional feel and enhance its appeal.

Improve the Search Function

While most templates have a search bar and product filters, these features are rather basic and may require some tweaking. For instance, some don’t allow users to search by product name or model number. Others don’t support autocomplete search suggestions or voice search.

Whether or not you need these features depends on the nature of your business. While they are essential for content-heavy websites and online stores, they don’t matter as much if you have a small one-page website or portfolio website.

At the very least, add a search bar with autocomplete functionality. Place it in a prominent location, such as in the top right or top center. If you have hundreds or thousands of products, implement advanced in-search filtering so customers can easily find what they’re looking for.

Create a Website That Converts

Anyone can use website templates to create a site, but it’s what you do afterward that counts. From choosing the right fonts to publishing and organizing your content, every detail matters.

However, you don’t have to do it all at once. First, replace the existing images and videos with your own. After that, rearrange the pages, sections, and design elements in a way that makes sense for your brand.

As you learn the ropes, take the steps needed to improve your website’s navigation, search function, on-page SEO, and other aspects. Better yet, conduct A/B testing before making design changes. Monitor the results, ask your audience for feedback, and improve as you go.