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Choosing a template feels like choosing decoration, so most people pick the one that looks nicest on a large screen and discover later that it fits their business badly. The colours and fonts are trivial to change. What you are actually selecting is a structure — the order in which information appears, and therefore the order in which customers encounter what they need.
What matters here
- Structure over decoration — does the layout put your key information where customers look first?
- Mobile behaviour — check on a phone before committing, since that is where visitors are.
- Content you can actually supply — a template built for twelve photographs needs twelve photographs.
- Room to grow — a page type you will need next year should exist now.
The main options
The template library is organised by industry, which is a useful shortcut because layouts differ by how each trade sells: a restaurant needs the menu prominent, a contractor needs project evidence, a clinic needs practitioners and insurance. From there, the drag-and-drop builder lets you edit anything you dislike, and the AI builder can generate a structured starting point if none of the templates fits your business shape. On WordPress, theme choice works the same way with a far larger selection and correspondingly more variation in quality.
How to choose
Pick three candidates, open each on your phone, and try to complete the task your customer would: find a price, find a location, send an enquiry. The one that makes that easiest wins, regardless of which looked best on your monitor. Then replace every stock image with real photography and rewrite every placeholder line — that is what stops a template looking like a template, and it matters far more than which one you chose.