Picture this - You’re at the grocery store and head over to the beverage aisle to pick up your favorite brand of kombucha.
But something catches your eye.
It’s a new brand that you’ve never seen before! You’re curious and open to trying a new product so pick up the bottle. The intriguing design sparked your initial interest but the organic ingredients, something your regular choice doesn’t have, is really what sold you.
Consumer packaged goods is a crowded and competitive market. Whether you’re selling a food product or skincare, you need to stand out!
Both on the (digital) shelf and in the minds of consumers.
But how can you stand out if your website looks like everyone else’s? How are you going to convince customers to give your new product a try?
Over 4.1 million ecommerce sites are built with Shopify and many of these are designed using a template from the Shopify Theme Store.
Before we go any further, let's clear up some confusion about the difference between a ‘template website’ and a ‘custom website'.
Almost all Shopify stores are based on a Shopify theme in some form or another, what makes a website custom is the bespoke design and customizations.
Template website -
A predesigned website that allows you to drop in information (brand assets, images, content, etc).
Custom website -
A unique web design that is custom-made to fit a company’s needs and brand. Often starts with a template as a base but is customized to create a unique design.
Working with an uncustomized template is cheaper and faster, but there’s a chance your competitor is using the exact same template. Here are 4 reasons a custom-made website is a better choice:
1) It’s Optimized for your Business Goals
A website is good for business. But a strategic website that aligns with your business and marketing goals is great for business.
It’s not enough for your website to sit still and look pretty. A website strategy can help you identify your unique value proposition and learn about your customers and the goals they want to achieve on your site.
Custom websites go through a thorough planning process before the first design mockup is ever created. We ask questions like:
- Who will visit your website? How will they find it?
- How do your products solve people’s problems?
- What information are customers looking for?
- What do you want people to do when they visit your website?
- How can we move people through the website page by page?
- How does the website move your business closer to your goals?
When we have answers to these questions, we can determine what content, site-structure and calls-to-action you need on your website so it can effectively help you reach your business goals.
2) It Builds Your Credibility
Your website is your online store. Just like a product in the grocery aisles, your website needs to make a good first impression to turn browsers into buyers.
50% of consumers believe that website design is crucial to a business’s overall brand. (Top Design Firms, 2021)
In a survey of 500 consumers, half said that website design is important to a business’s overall brand. That suggests businesses should prioritize website design (or a redesign) to meet consumers’ expectations and strengthen their brand identity.
When you chose a custom site, you have full control over its look and feel. Having a design that tells the story of your business and carries your brand elements throughout the site builds credibility in the eyes of your target audience.
3) It Has Custom Features and Functionality
Another significant benefit of a custom site is the freedom to build virtually any functionality or feature you need.
Shopify themes have to appeal to a wide variety of ecommerce industries. They are one-size-fits-all and often lack the features CPG brands need - like ingredient highlights, nutrition information, and product comparison charts.
Custom sites aren’t limited to a theme’s built-in sections and features. With a custom site, we can design without limits!
4) It’s a Good Investment
Let’s talk ROI.
A custom website can seem like a big investment. It has a higher upfront cost than just using a premade Shopify theme with no customizations, but its benefits will pay itself in due time.
By driving more conversions, a strategic website can have a big impact on your revenue. This calculator shows how an increased conversion rate can impact your website.
While a template website can be an affordable option for a small business who is just starting out, if you're ready to maximize your profits and get more customers, a custom websites is the way to go!