How to Choose the Right Website Template for Your Business
A step-by-step guide to choosing a template that looks good, feels aligned, and actually works.
You already made one of the smartest moves you could: You’re building your website with a template.
Whether it’s your first site or a much-needed upgrade, using a website template gives you the structure, flow, and design of a professionally-built site—without the custom price tag or six-month timeline. And if you’re using Squarespace, even better. Their drag-and-drop editor makes it easy to launch something elevated without having to learn code or hire a developer.
But here’s where a lot of business owners get stuck:
“There are so many templates… how do I know which one is right for me?”
“What if I pick one that looks good but doesn’t work for my business?”
“They all look nice in demo mode, but how do I know it’ll still look good with my content?”
This guide is here to help you answer exactly that.
We'll walk through the key things to consider- from your brand style and business goals to the features and structure you actually need, so you can confidently choose the right website template for your business and feel excited to move forward.
Let’s start from the beginning.
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What Is a Website Template? (And Why It Matters)
A website template is a pre-designed website layout that gives you the visual style, structure, and page flow of a full site—before you’ve added your own content. It’s like the blueprint of a house: the rooms are already built, but you get to furnish, decorate, and style it to match your brand.
If you’re using a Squarespace template, here’s what that usually means:
You’ll have a homepage, about page, services page, contact form, and possibly more (like a blog, shop, or lead magnet page)
The fonts, colors, and layout are already professionally styled
You can swap out content, images, and sections with just a few clicks
You don’t need to hire a designer to get a beautiful and functional website
Sounds dreamy, right?
It is. But not all templates are created equal, and not every template is the right fit for every business. Choosing the right one means knowing what to look for before you start designing.
1. Start With the Strategy
Before you even look at layouts or styles, pause and ask: What do I need this website to do?
Not just what you want it to look like—but what you need it to accomplish.
Is your goal to:
Attract and book more clients?
Build credibility and authority?
Sell your services or digital products?
Grow your email list or build community?
If your template isn’t built to support those goals, it’s not the right one- no matter how cute it looks in demo mode.
So many wellness providers, coaches, and creatives get stuck here:
They pick a trendy layout… and then wonder why it’s hard to update, confusing to navigate, or doesn’t convert.
Strategy comes first. Always.
2. Know What Pages + Features You Actually Need
A great website isn’t just one pretty homepage- it’s a full journey for your visitor.
Think about your services, offers, and how someone moves from “just found you” to “ready to book.” Then, look for a template that includes pages and sections to support that journey.
For example, you might need:
A strong, scroll-stopping homepage
An About page that builds connection and trust
A clear, easy-to-navigate Services page (or multiple offer pages)
A Contact or Booking page
Optional extras like a blog, sales page, freebie opt-in, or shop
Some templates are designed for product-based businesses. Some are built for personal brands. Some are minimalist portfolios with very few pages. If your template doesn’t include the structure you need, you’ll waste time trying to force it into something it’s not.
3. Choose a Template That Matches Your Brand Energy
This is where design does matter, but not in the way you might think.
You're not looking for “the prettiest” template. You’re looking for one that feels like you, and gives your audience the right first impression.
Start by asking yourself:
What’s the vibe of my brand? Grounded and holistic? Bold and high-energy? Elevated and luxe?
How do I want people to feel when they land on my site? Calm? Curious? Confident?
Do I already have a visual brand (colors, fonts, photography), or do I want the template to help guide that?
A good template should reflect the tone of your work—not just fill space with pretty pictures.
Here’s something a lot of people don’t realize:
Most premium website templates (especially Squarespace templates) allow you to change the fonts, colors, and imagery.
So if you already have a brand style you love, don’t stress if the demo doesn’t match it exactly. Look past the visuals and focus on the structure. You can always swap out the styling later to reflect your brand.
On the other hand—
If you don’t have clear branding yet (and picking fonts and colors feels overwhelming), choose a template that already uses styling you love. That way, you can essentially “borrow the brand” that’s built into the template without having to do extra design work.
The secret is alignment.
When you choose a template that’s aligned with your energy and your brand—whether it's yours or the one you're adopting—it becomes 10x easier to customize. You’re not fighting the design. You’re simply making it your own.
4. Make Sure the Template Fits Your Business Type
Not all templates are built for the same kind of business.
Some are designed for product-based brands with lots of imagery and shop pages. Others are structured more like portfolios—great for artists or photographers, but not always functional for a service-based business. If you’re a coach, therapist, wellness practitioner, or any kind of service provider, the structure of your website matters just as much as the visuals.
You need a template that makes it easy to:
Clearly communicate what you do and who you help
Break down your services or offers in a simple, compelling way
Guide visitors toward taking action (booking a call, filling out a form, joining your list)
Build trust through storytelling, social proof, and strong copy sections
Here are a few key features to look for:
A homepage layout with room for a clear brand statement, intro, services overview, testimonials, and call to action
A dedicated Services page (or multiple pages if you offer more than one main offer)
A strong About page to share your story, philosophy, and approach
A built-in Contact or Booking page with space for forms, FAQs, and links to your scheduler
Optional pages like a Blog, Lead Magnet page, or Sales Page if you plan to launch offers or nurture your audience
A strong service-based website isn’t just a digital brochure—it’s part of your client journey. Make sure the template supports that journey from the first scroll to the final click.
✨ Pro tip: Look at the flow of the demo, not just the individual pages. Can you imagine someone landing on the homepage and being guided toward learning more about your services, then taking the next step to work with you? If not, it’s probably not the right structure for your business.
Free vs. Premium Squarespace Templates
Squarespace gives you access to free templates inside your account, which is great if you're just starting out or building something simple.
But most business owners—especially those who want their website to do something (like attract clients or grow a list)—will outgrow those free options pretty quickly.
Free templates:
Are included with your Squarespace subscription
Offer basic structure and styling
Require more customization to feel polished
Don’t come with support or strategy guidance
Premium Squarespace templates (typically $300–$600):
Are designed by experienced web designers with strategy and conversions considered
Include page layouts that support your goals (sales pages, lead magnet opt-ins, services breakdowns, etc.)
Come with tutorials, copy prompts, launch checklists, and styling help
Help you build faster, better, and more confidently
If you’re trying to grow your business, book more clients, or stop feeling embarrassed to send your link, premium is usually worth it. You’re not just buying a template. You’re buying support, structure, and strategy.
What to Look For in a Squarespace Template: Green Flags That Make All the Difference
Not all templates are built the same, and if you’ve ever downloaded one that left you staring at a blank screen wondering what to do next, you already know that.
A true premium Squarespace template should go way beyond just looking pretty. It should make launching your site easier, faster, and way more effective at helping you grow your business.
Here are the green flags to look for (and what sets my Squarespace templates apart):
✔ Strategy-Driven Page Layouts
Templates should do more than organize content—they should guide it. Look for layouts that walk your visitor through a clear, conversion-focused journey (especially on your Homepage, Services, and About pages), helping you communicate what you do and book more aligned clients.
✔ Pre-Built Pages You Actually Need
The best templates include all the core pages most service-based businesses use—Home, About, Services, Contact—and add-ons like a blog, sales page, freebie funnel, or lead magnet page. You shouldn’t have to build these from scratch (or guess what goes where).
✔ Copywriting is Considered
A website that converts goes beyond pretty visual aesthetics. Premium website templates consider copy in the design. Look for a template that provides plenty of space for words on the website (Google LOVES this!), and includes formatting with headers and paragraph text. Some templates even provide inspiration or prompts for copy directly on the demo sites.
✔ Styling That’s Easy to Make Your Own
Premium templates should come with a visual brand already built-in (so it looks good right away), and the flexibility to easily change fonts, colors, and images to reflect your brand if you wish. Whether you’re starting from scratch or bringing your own aesthetic, the design should feel adaptable, not rigid.
✔ Step-by-Step Support (That Doesn’t Require Googling)
A good template should come with more than a zip file. Look for ones that include a resource library, video tutorials, SEO + launch checklists, and styling walk-throughs. (My customers get access to the Glo Up Lounge, a private client portal with everything you need to launch like a pro.)
✔ Created with Service Providers in Mind
If you’re a coach, wellness pro, creative, or educator- you want a template built for your type of business. Many templates are designed for photographers, shops, or bloggers, which can leave you trying to piece things together. Choose a template intentionally designed for service-based brands with client experience in mind.
What to Avoid When Choosing a Squarespace Template
Designer red flags to save you time, energy, and regret
Let’s talk about the things no one warns you about when you’re choosing a template.
Because the truth is: some templates are designed more for selling than for actually supporting you. And when you’re a service provider trying to launch your site and grow your business, there’s no time for flashy-but-fragile design choices.
Here are the red flags I tell all my clients to steer clear of:
✘ “One-size-fits-all” templates
If the template claims to work for any industry, it probably doesn’t work well for yours.
You’re not a generic brand. You need structure and flow designed specifically for service-based businesses—not something made to check a box for coaches, artists, bloggers, and product shops all at once. That kind of template usually lacks the clarity, content strategy, and page flow you actually need.
✘ No mention of customization or launch support
If a template is just a design file with no tutorials, no launch plan, and no help along the way… it’s not premium—it’s overwhelming. You deserve support. Look for templates that include resources like video trainings, SEO checklists, copy prompts, or access to a client portal (like the Glo Up Lounge) so you’re not left staring at a blank page wondering what to do next.
✘ Trendy-for-the-sake-of-trendy designs
Design trends fade fast.
If a template is built around what’s hot on TikTok this month (think: hard-to-read fonts, glitchy scrolling, or aesthetics over clarity), it probably won’t age well—and it likely won’t convert. What you really need is a layout that’s clear, strategic, timeless, and aligned with your brand long-term.
✘ No room for copy (aka: no space to explain your magic)
This one’s a biggie. If the template is all photos and no space for words—it’s not doing your business any favors. Your copy is what connects with your audience
and
tells Google what your site is about. If your template doesn’t leave room for strong headlines, service descriptions, or story-driven content, it’s going to hurt your SEO and your conversions.
Bottom line?
If it feels vague, unsupported, overly flashy, or like it’s not designed with your kind of business in mind- it’s not the one. Your website should feel like an extension of your brand and your energy, not something you have to fight with.
Choose a template that’s built with clarity, strategy, and ease in mind.
Because you’re not just here to look good.
You’re here to grow.
Still Feeling Stuck?
Sometimes the hardest part isn’t customizing your site- it’s just knowing where to begin.
✨ That’s why I created the Website Template Match Quiz. It’s a quick and helpful way to get a personalized recommendation that matches your business model, brand energy, and goals.
Final Thoughts
Choosing the right Squarespace template isn’t just a creative decision, it’s a strategic one.
The right template will:
Reflect who you are and the quality of your work
Support your clients through every click
Guide your visitors toward taking action
And make launching feel light, not heavy
You’ve already decided to take your brand seriously.
Now it’s time to choose the template that helps it grow.
If you liked this post, you may also like:
Best Website Templates for Health & Wellness Coaches
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Hey I'm Jamie
-web designer, brand strategist, and former certified health coach turned creative studio founder. I specialize in building strategic, elevated Squarespace websites for wellness professionals who are ready to grow their business with more clarity, confidence, and ease.
After designing over 90 websites and supporting dozens of service-based entrepreneurs, I’ve seen firsthand how intentional design and smart strategy can completely shift the way you show up, and how you sell. This blog is where I share the real stuff: design tips, marketing strategies, and behind-the-scenes insights to help you build a brand that actually works for you.
Disclaimer: My policy is to only share products and resources that have brought value to me and/or I believe will bring value to my audience. Some of the links in this post are affiliate links, and I will earn a commission if you make a purchase using them.
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