The Misuse of Templates in Web Design
At a recent WordCamp, I looked to gain insight on WordPress trends and design direction. A particularly promising session titled “Fast Track Your Design Process” ended up providing a rather unsettling perspective. The session proposed a method for churning out client websites at lightning speed using pre-built templates—a suggestion that could be seen as a practical time-saver if not for the problematic approach that was presented:
1. Choose a Theme for Your Niche
If specializing in, say, real estate website design, opt for a corresponding theme. It’s important to become well-versed with your selected theme.
2. Determine Necessary Client Pages
Common pages such as Home, About, and Contact are standard. Offer a handful of template options for each, similar to the variety a theme developer might supply, and keep it to two or three designs.
3. Archive Your Templates for Personal Use
These templates stay concealed from everyone but yourself.
4. Onboard a New Client
Promise the client a customized website for their business, secure the contract with the required branding materials, and then apply your set of templates to all subsequent website creations, making minor customizations and content additions where needed for a semblance of personalization.
5. Limit Client Interaction in the Design Process
When questioned about how this template approach is communicated to clients, it was suggested that clients need not be involved or informed, as the designer’s expertise should be trusted without client oversight or preview until completion.
My Perspective on the Issue
This advice did not sit well with me, and I voiced several concerns:
- Excluding clients from their website development is an invitation for negative feedback and possibly extra costs due to potential reworking of the design.
- Restricting design to a few templates can lead to a proliferation of cookie-cutter websites, which could damage your reputation if clients notice a lack of effort. Moreover, how does one construct a diverse and impressive portfolio when each website bears striking resemblance to the next?
- This approach also risks undermining your clients’ business, as visitors might find nothing notable or original about a website that seems all-too-familiar.
Despite the cold reception to my opinion, it’s my hope that the logic behind my disagreement is evident.
The Wise Use of Templates in Web Design
It’s not that templates are inherently bad; overlooking their potential in your practice is an error. The real error lies in bypassing creative strategy and delivering uninspired ‘cookie-cutter’ solutions. There exist several smarter ways to employ templates that still allow you to profit:
Themes
Full-site themes can expedite the design process while still requiring customization and the development of SEO-driven content.
Sectionals
Using sectional templates can accelerate the reproduction of certain design aspects or aid in quickly setting up structural wireframes for a new site.
WordPress Template
Tools like ManageWP with its WordPress Template Builder can streamline new WordPress installations by pre-setting favorite plugins and themes.
Streamlined Project Management
Simplification can also extend to project management tasks. Preparing checklists, templates for client communications, contracts, and instructional materials, and even systematizing the invoicing process can shave off considerable time.
In Conclusion
The distinction is clear: Templates should enhance and optimize workflows, not serve as a shortcut to avoid genuine design work. You are tasked with a creative service. While not every component needs to be crafted from scratch, a successful web design relies on careful thought and personalized development to justify clients’ investments.
