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If you’ve ever thought about adding a template shop to your web design business, you’re certainly not alone.
It seems like the perfect idea. Create a handful of beautiful templates once, sell them over and over again, and enjoy passive income while you sleep.
Except… that’s rarely what happens.
After nearly 20 years designing websites, I’ve seen countless web designers pour weeks into creating template shops, only to hear crickets when they launch.
The problem usually isn’t the templates.
It’s the business model behind them.
The most successful template shops aren’t built around selling templates. They’re built around solving a specific problem for a specific type of client.
In this post, I’ll walk you through the framework I’ve used to build a successful template-based side of my web design business, and how you can create a template offer that people genuinely want to buy.
Before you design anything, decide on the experience
Most designers start by opening Figma or WordPress and creating templates.
I’d argue that’s the wrong place to start.
Instead, ask yourself:
What experience do I want my client to have?
There are several ways a template business can work.
You might want to:
- Sell downloadable templates for DIY clients
- Build websites using your own templates
- Offer community support after purchase
- Include setup or content population
- Provide ongoing hosting and maintenance
None of these are right or wrong. They’re just different businesses.
My approach
When I created Simply Sites, I wasn’t interested in selling downloadable templates.
Instead, I wanted to offer professional websites at a more affordable price without sacrificing the customer experience.
Clients choose a template design, then receive:
- A branding and content planning session
- Their website built for them
- A review and amendment stage
- A website user manual
- Ongoing support if they choose it
The website starts with a template, but the experience is personal. That’s a very different proposition from simply having someone download a ZIP file and an instruction manual.
Know exactly who you’re selling to
One mistake I see over and over again is trying to create templates that appeal to everyone.
Instead, define exactly who this service is for.
Generally, template customers fall into two groups.
1. DIY business owners
These clients typically want the most affordable option.
They’re happy to upload their own content, follow tutorials and do the work themselves.
Typical price range:
£200-£500
If this is your audience, your templates need to be incredibly simple to use, and your support documentation needs to be excellent otherwise you’ll end up spending most of your time hand holding, answering emails and it just won’t be worth it for the tiny price the client has paid for it.
2. Clients who want a professional website without paying for a full custom build
These clients don’t mind that the site starts from a template.
What they care about is having someone build it for them.
They’re paying for your expertise rather than your design from scratch.
Typical starting point:
£1,500+
This is effectively a semi-custom website service rather than a template download.
Your templates should match your client
Once you’ve identified your audience, the design decisions become much easier.
For example:
- DIY customers need simple layouts that are easy to edit.
- Semi-custom clients can have more advanced functionality because you’re doing the work.
- Budget clients need clarity more than flashy animations.
- Premium clients expect a site that feels bespoke.
Personally, I never want a client to feel like they’ve bought “Template Number 4.”
Even when using a template framework, every website is customised with their branding, colours and personality so it feels like it was created specifically for them.
The main reason template projects stall
It isn’t the technology.
It isn’t the design.
It’s the content.
Most clients dramatically underestimate how difficult writing website copy can be. Then everything grinds to a halt.
If you want your template business to succeed, you need a system that helps clients produce content quickly.
That might include:
- Website copy workbooks
- Fill-in-the-blank content documents
- Brand questionnaires
- Video guidance
- Copywriting partners
- AI prompts and guidance
- Content planning sessions
The easier you make this stage, the faster projects move and the happier your clients become.
Think beyond the website
A template website isn’t the only thing your customer needs.
They’re often looking for help with:
- Branding
- Logos
- Photography
- Website copy
- Product descriptions
- Technical setup
These can become valuable upsells or strategic partnerships.
For example, I work closely with a copywriter who writes website content specifically to fit my website structures. It creates a much smoother experience for everyone involved. I know she’s going to do a brilliant job and my clients feel confident in working with her as they can see examples of her work and they know that she knows her stuff.
Set clear boundaries from the start
Never assume clients have the same idea of “small website” as you do.
For example:
If someone buys an online shop, how many products will you upload?
10?
20?
100?
Unlimited?
Without boundaries, it’s very easy for projects to become much larger than expected.
The same applies to:
- Blog imports
- Pages included
- Revision rounds
- Image sourcing
- Training sessions
Define everything before the project starts. Your future self will thank you.
Don’t forget aftercare
Many website designers focus entirely on making the sale. But the real opportunity often comes afterwards.
Website hosting, maintenance and support provide recurring revenue while giving clients confidence that someone is looking after their website.
For my business, a large percentage of template clients go on to choose hosting and maintenance packages with me. This is great for them because their website is in safe hands and it creates predictable monthly income while building long-term relationships. Meaning that when they’re ready to update the website or commision a new one, they’re likely to book me to do it. Those clients also become fantastic referral sources.
Keep your tech stack simple
One of the biggest advantages of specialising in a single platform is that every process becomes easier.
Because I build everything in WordPress, I only need to create:
- One set of tutorial videos
- One website user manual
- One support library
- One onboarding process
That consistency saves an enormous amount of time.
Whether you use WordPress, Shopify or Wix, I’d recommend becoming exceptional at one platform before expanding into others.
Don’t forget the legal side
If you’re providing hosting, maintenance or support, make sure your agreements clearly explain:
- What’s included
- What’s excluded
- Client responsibilities
- Hosting terms
- Maintenance agreements
- Liability limitations
Having proper documentation protects both you and your clients. If you don’t have this setup already, check out my Website Designer’s contract pack – UK law compliant documents, terms of service, hosting and maintenance agreements, as well as associate agreements, should you have other professionals help you with the sales or website builds.
A successful template shop isn’t really about templates
The designers who build thriving template businesses aren’t necessarily the ones with the prettiest designs. They’re the ones who create the best customer journey.
When you combine:
- the right audience,
- clear positioning,
- strong onboarding,
- content support,
- sensible boundaries,
- ongoing aftercare,
your template shop becomes much more than a collection of website designs. It becomes a scalable service that generates happy clients, recurring income and referrals.
And that’s a much stronger business than simply hoping people will buy a template because it looks nice.
Onboarding your new website clients
One of the biggest bottlenecks in any website project is getting everything you need from your client.
That’s exactly why I created my Website Designer’s Onboarding Pack.
It includes:
- A client workbook
- Website content templates
- Technical information sheets
- Fillable PDFs
- Shop upload spreadsheets
- Branding guidance
- Content planning resources
If you want a smoother onboarding process and faster website projects, it’s designed to help you get there.
Explain what happens next
One thing many designers forget is explaining where your responsibility for the website build ends.
Let your client know:
- How to request future updates
- Whether changes are billed as new work
- How maintenance works
- How to contact you
Having clear expectations will prevent awkward conversations later. Trust me on this one!
Ask for a review or testimonial
Once your client is happy with the finished website, don’t miss the opportunity to ask for a testimonial.
Make it easy by including direct links to places like:
- Google Reviews
- LinkedIn Recommendations
Most happy clients are willing to leave a review. But they may need reminding. Don’t be afraid to follow them up a week or so later.
A good sign-off process protects everyone
One of the biggest benefits of having a documented sign-off process is that it protects both you and your client.
Sometimes another freelancer or SEO specialist will work on the website months later and suggest something wasn’t done correctly.
Having launch documentation, performance reports, client approval and a consistent checklist means you have evidence of exactly how the website performed when it left your hands.
More importantly, it gives your clients confidence that they’ve been looked after properly from start to finish.
And confidence is what creates repeat business and referrals.
Download my free Template Shop checklist
In this checklist I cover everything you need to think about before getting started with your template shop.
Simply fill in the form, and I’ll drop it directly into your inbox.
