We build custom websites. We also turn away clients who don't need them.
That might sound like bad business, but it's actually good business. Happy clients who get results refer other clients. Clients who overspent on something they didn't need don't.
Here's how to figure out which camp you're in.
Signs You DON'T Need Custom (Yet)
You're Still Validating the Business
If you're not sure people will pay for what you're selling, don't spend $15,000+ on a website. Use Squarespace or Carrd, spend $500, and test your market.
A beautiful custom site for a business nobody wants is still a failed business.
Your Website Isn't a Revenue Driver
Some businesses don't get customers through their website. Referral-based consultants, local service businesses with strong word-of-mouth, B2B companies with enterprise sales teams — their websites just need to exist and look professional.
If someone Googles you, finds your site, and thinks "okay, they're legitimate" before calling you anyway, a template site does that job fine.
You're Competing on Something Other Than Brand
If you win on price, relationships, or distribution — not brand perception — your website matters less. A plumbing company competing on response time doesn't need cinematic animations. They need a phone number that's easy to find.
Your Budget Is Needed Elsewhere
$20,000 in a custom website vs. $20,000 in sales hiring, inventory, or marketing — which generates more revenue? Early-stage businesses usually get more ROI from the latter.
Websites are important, but they're not always the highest-leverage investment.
Signs You DO Need Custom
Your Website IS the Product Experience
For SaaS companies, e-commerce brands, and digital products, your website isn't marketing for the product — it IS the product experience. First impressions form before anyone talks to sales or tries the product.
If your homepage feels cheap, your product feels cheap. Custom development ensures the experience matches your ambitions.
You're Competing Against Well-Funded Players
Look at your competitors' websites. If they're clearly custom-built with premium design and smooth interactions, showing up with a Squarespace template positions you as the budget option — whether you are or not.
In markets where perception matters, you can't afford to look like the underdog.
You've Outgrown Your Current Site
Warning signs:
- You're embarrassed to send people to your website
- Your site doesn't reflect who you've become
- You're hacking around platform limitations constantly
- Page speed is measurably hurting conversions
- You need functionality your platform can't provide
When the limitations cost more than the upgrade, the ROI math changes.
SEO Is a Primary Growth Channel
If you're investing in content marketing and organic search, page speed and Core Web Vitals directly affect your rankings. Template sites typically score 40-60 on PageSpeed. Custom sites score 90-100.
That gap can mean the difference between page one and page two — and page two gets almost no clicks.
You Need Custom Functionality
Calculators, configurators, client portals, complex forms, API integrations, membership systems with custom logic — if your business requires functionality that builders can't provide, custom is the only path.
The ROI Question
Custom websites aren't expenses — they're investments. The question is whether the investment generates returns.
Ask yourself:
- If my website converted 20% better, what's that worth annually?
- If my site ranked higher for key terms, how many more leads would I get?
- If prospects perceived us as more premium, could we charge more?
- If my site loaded faster, how many fewer people would bounce?
If a $20,000 website generates $50,000 in additional annual revenue, it pays for itself in five months. If it generates $5,000, you should have used Squarespace.
The Honest Framework
Use a builder ($0-3,000) when:
- You're pre-revenue or early-stage
- Your website is a brochure, not a growth engine
- You're testing a market or pivoting frequently
- The budget is genuinely needed elsewhere
Go custom ($15,000+) when:
- Your website directly drives revenue
- You're competing against premium players
- You've validated the business and are ready to scale
- You need performance, functionality, or design that builders can't deliver
- The ROI math makes sense based on realistic projections
What We Tell Prospects
When someone reaches out, we ask about their business, their goals, and their current situation. Sometimes we say "you should work with us." Sometimes we say "honestly, you don't need us yet — use Squarespace for now and come back in a year."
We'd rather turn away a project that's not ready than take money from someone who won't see returns. The clients who get results become our best marketing.
So: do you need a custom website? Maybe. Maybe not. The answer depends on your business, not on what we're selling.