Why I Send My $10K Custom Website Clients to Tonic Site Shop Instead (A Web Designer’s Honest Confession)

I need to tell you something that might shock you: As a web designer who could charge $8,000-15,000 for custom website builds, I actively send 70% of my clients to buy a Tonic Site Shop template first.

Yes, you read that right. I turn down thousands in revenue and recommend a $1,000-1,500 template instead.

And here’s the part that’ll really surprise you: My clients thank me for it.

The $10K Website That Wasn’t Worth It

Last year, a wedding photographer came to me ready to invest $12,000 in a custom website. She had the budget. She had the vision. She wanted something “completely unique.”

I could’ve taken her money. Started wireframes. Stretched the project over 4-6 months like most custom builds.

Instead, I showed her the Tonic Site Shop Fitzgerald template.

She was skeptical. “But won’t my website look like everyone else’s?”

Three weeks later, after I customized her Tonic template, she sent me this message: “Three clients this week told me my website looks like it cost $20,000. One said it’s the most beautiful photography site she’s ever seen. I can’t believe this started as a template.”

She saved $8,500. Got her site live in a fraction of the time. And still hired me for the customization that made it uniquely hers.

Why Designers Are Keeping This Secret

Here’s what most web designers won’t admit: About 80% of what clients think they need custom-built already exists in well-designed templates.

The truth is uncomfortable for our industry. We’ve built an entire business model around the idea that templates are inferior, cookie-cutter, and unprofessional. That only custom code can deliver quality.

But Tonic Site Shop templates have completely disrupted that narrative—and as a designer who’s worked with dozens of platforms and template shops, I can confidently say Tonic’s templates are not like other templates.

What Makes Tonic Templates Different (From a Designer’s Perspective)

After 7 years designing websites, I’ve evaluated hundreds of templates. Most are garbage. Tonic is the rare exception, and here’s why I stake my professional reputation on them:

1. The Design Strategy Is Already World-Class

Tonic’s founders, Jen and Jeff, design websites for top entrepreneurs like Jenna Kutcher, Amy Porterfield, and Chris Loves Julia. Their templates aren’t created by junior designers or coded from generic frameworks—they’re the same strategic, conversion-focused designs they’d charge five figures to create custom.

Every layout decision, every content hierarchy, every call-to-action placement has been tested and proven to convert. As a designer, when I open a Tonic template, I see professional-level UX decisions that would take me weeks to strategize from scratch.

2. They’re Built on Showit (Which Changes Everything)

This is critical: Tonic templates aren’t rigid, locked-down designs. They’re built on Showit, which means true drag-and-drop customization without touching code.

In my customization work, I can:

• Rearrange entire sections with zero coding
• Create custom layouts that don’t exist in the original template
• Modify animations, spacing, and interactions instantly
• Build additional custom pages that match the template’s aesthetic perfectly

This is the secret sauce. The template provides the professional foundation and design system, but the Showit platform means there are virtually no limits to customization.

3. The Design Quality Rivals Custom Work

I’m obsessive about typography, white space, and visual hierarchy. Most templates make me cringe within 30 seconds.

Tonic templates make me jealous. The attention to detail—the way they pair fonts, balance imagery with white space, create visual rhythm—it’s the level of craft I aim for in my custom work.

When I customize a Tonic template for a client, I’m not fighting against bad design decisions. I’m elevating an already excellent foundation.

The Tonic Template Sweet Spot: DIY vs. Designer Customization

Here’s where it gets interesting—and where I come in.

Tonic templates work beautifully for three types of people:

1. The DIY Entrepreneur (Start Here, Graduate Later)

If you’re a self-starter with decent design sense, you can absolutely customize a Tonic template yourself. The templates include:

• Comprehensive video tutorials
• Strategic guidance on content placement
• Pre-designed sections you can mix and match
• TONIC’s famous educational resources on SEO, copywriting, and marketing

This is perfect if you’re just starting out, have time to invest in the learning curve, or genuinely enjoy the design process.

My recommendation: Start with templates like Margarita or French 75 if you’re going the DIY route. They’re strategic, versatile, and forgiving for beginners.

2. The “I Need It Perfect” Professional (This Is Where I Come In)

You’re a wedding photographer, high-end coach, or luxury brand. You have the design eye to know when something’s “off,” but not the time or technical knowledge to fix it.

You love the Tonic template’s foundation, but you need:

• Strategic portfolio curation that showcases your best work
• Custom sections that don’t exist in the original template
• Brand refinement that makes the template feel like it was designed exclusively for you
• Advanced functionality (custom forms, booking systems, e-commerce integration)
• SEO optimization and performance tuning
• That intangible polish that makes visitors think “this is high-end”

This is exactly what my Tonic customization service delivers. You get the speed and cost-savings of a template with the bespoke feel of custom design.

Timeline: 2-6 weeks (versus 4-6 months for custom) Investment: A fraction of custom design cost Result: A website that looks and functions like a $15,000 custom build

3. The Strategic Hybrid (Best of Both Worlds)

Some clients start DIY, get 70% of the way there, then hire me to “make it sing.”

This approach works beautifully because:

• You’ve already invested time understanding your template
• You’ve identified exactly where you’re stuck
• I can focus my expertise on the strategic elements that matter most

When You DON’T Need a Tonic Template

I believe in radical honesty. Tonic templates aren’t right for everyone:

You need fully custom if:

• Your business model requires completely unique functionality (custom apps, complex member portals, etc.)
• You’re a massive brand with enterprise-level needs
• You want a website that does something literally no one else’s does
• You have an unlimited budget and timeline doesn’t matter

But here’s what I’ve learned: That’s maybe 5% of businesses.

The other 95%? They’re paying for custom when Tonic + strategic customization would serve them better, faster, and more affordably.

The Real Cost Comparison

Let’s be brutally honest about numbers:

Custom Website Build:

• Investment: $8,000-$20,000+
• Timeline: 4-6 months
• Revisions: Limited by contract
• Future updates: Requires developer help (ongoing costs)

Tonic Template (DIY):

• Investment: $1,000-$1,500 (template) + $19-34/month (Showit)
• Timeline: 1-4 weeks
• Revisions: Unlimited (you control everything)
• Future updates: Easy drag-and-drop yourself

Tonic Template + My Designer Customization:

• Investment: $1,000-$1,500 (template) + my customization services
• Timeline: 2-6 weeks
• Revisions: Included in service
• Future updates: You can make simple updates yourself; hire me for major redesigns

My Tonic Template Recommendations (By Business Type)

After working with dozens of Tonic templates, here are my top picks:

For Wedding Photographers: Fitzgerald – Editorial sophistication meets London-inspired elegance. This template features wow-worthy animations, attention-grabbing typography, and layouts specifically built to keep viewers scrolling through your portfolio. The perfect blend of high-end aesthetic and conversion strategy.

For Bold, Fashion-Forward Brands: Boulevardier – This is the template that stops people in their tracks. With a striking, powerful design straight from fashion magazines, Boulevardier features a killer services page and magazine-style blog. She’s for the entrepreneur who isn’t afraid to take up space and make a statement. Perfect for fashion photographers, stylists, influencers, and anyone who wants their brand to command attention.

For Editorial, Timeless Elegance: Martini – The return to truly beautiful, editorial design that tells a captivating story. Features iconic typography (including an exclusive custom font by Jen Wagner), clean lines, thoughtful animations, and stunning scroll effects. This template is for brands seeking a stage to show up as their strongest self. Ideal for luxury brands, high-end creatives, and anyone who values classic design with a modern twist.

For Coaches & Course Creators: Amaretto Sour – Editorial sophistication with built-in sales pages, lead magnets, and affiliate shop pages. It’s Tonic’s most comprehensive template and perfect for digital marketers who need extensive functionality without sacrificing design.

For Modern, Minimalist Brands: Sidecar – Clean, contemporary, lets your work speak. Ideal for product photographers, interior designers, architects, and anyone in the modern aesthetic space.

For Personality-Driven Brands: Margarita – Colorful, strategic, fun. Perfect for creative entrepreneurs who aren’t afraid to show personality and want a site that feels as energetic as they are.

For Timeless, Classic Brands: French 75 – Elegant, graceful, sophisticated. Ideal for luxury coaches, wedding planners, or anyone serving high-end clientele.

What Happens After You Purchase Your Tonic Template

This is important—buying the template is just the beginning. Here’s your roadmap:

Week 1: Setup & Familiarization

• Purchase your template through my Tonic affiliate link (save 15%)
• Sign up for Showit hosting
• Watch Tonic’s setup tutorials
• Explore the template’s structure and pre-designed sections

Week 2-3: Content & Brand Integration

• Swap in your images
• Update fonts and colors to match your brand
• Write or place your copy
• Customize key pages (home, about, services, contact)

Week 4: Refinement

• Test on mobile devices
• Optimize SEO basics
• Connect forms and integrations
• Prepare for launch

Or, Skip to the Front of the Line:

Hire me to handle weeks 2-4 (or all of it). I’ll transform your template into a strategic, polished website that converts—without the DIY learning curve.

The Most Common Tonic Template Mistake

Here’s what I see constantly: Someone buys a gorgeous Tonic template, gets excited, and then makes one critical error.

They try to use EVERYTHING.

Tonic templates are packed with options—dozens of pre-designed sections, alternative layouts, multiple page templates. It’s amazing for flexibility, but overwhelming if you don’t have a strategy.

The result? Information overload. Too many services listed. Portfolios that show everything instead of showcasing the best.

The fix: Strategic curation.

This is exactly why clients hire me. I help them:

• Identify their absolute best work (not their entire portfolio)
• Eliminate unnecessary pages and sections
• Create a clear path for visitors (what should they do first, second, third?)
• Focus on conversion goals rather than cramming in everything

Less is always more. A Tonic template gives you the tools; strategy tells you which tools to use.

Why I’m a Tonic Affiliate (And Why That Matters)

Full transparency: When you purchase a Tonic template using my affiliate link, I earn a commission.

Here’s why I’m telling you this upfront:

First, you deserve to know. I believe in radical transparency in business.

Second, it doesn’t cost you extra—in fact, you SAVE money. My affiliate link gives you 15% off your purchase.

Third, I only affiliate with products I genuinely recommend and use in my own business. I’ve tried dozens of template shops. Tonic is the only one I trust with my professional reputation.

Fourth, when you purchase through my link, I’m invested in your success. I offer complimentary setup guidance to all my Tonic affiliate referrals, answer questions, and provide resources I’ve created specifically for Tonic users.

Your Next Steps: Three Paths Forward

Based on where you are right now, here’s what I recommend:

Path 1: Pure DIY

Best for: New businesses, limited budget, enjoys design process

Action steps:

1. Browse Tonic Site Shop templates
2. Use my affiliate link for 15% off: https://tonicsiteshop.com/?ref=mindful
3. Purchase template + Showit subscription
4. Block out 10-20 hours to customize
5. Use Tonic’s included tutorials and resources

Timeline: 2-4 weeks Investment: $1,000-$1,500 + time

Path 2: DIY with Designer Support

Best for: Self-starters who want expert feedback

Action steps:

1. Purchase your Tonic template through my link (https://tonicsiteshop.com/?ref=mindful)
2. Customize it yourself as far as you can
3. Book a 1-hour strategy session with me for feedback
4. Implement my recommendations
5. Optional: Book follow-up support as needed

Timeline: 3-6 weeks Investment: Template cost + strategy session fee

Path 3: Full Designer Customization (My Signature Service)

Best for: Established businesses, high-end brands, busy professionals who value time

Action steps:

1. Book a discovery call to discuss your vision
2. Choose your Tonic template together (I’ll guide you)
3. I handle everything: customization, brand integration, SEO, launch
4. You approve milestones and provide content/images
5. Launch your dream website in 2-6 weeks

Timeline: 2-6 weeks Investment: Template + customization service [link to your services]

The Bottom Line

After 7 years in web design, I’ve learned this: Great design isn’t about starting from scratch—it’s about knowing what to keep, what to change, and how to make it yours.

Tonic Site Shop templates give you a world-class foundation designed by professionals who work with the biggest names in business. They’re not “just templates”—they’re strategic, proven designs that have generated millions in revenue for the businesses using them.

Whether you customize it yourself or hire a designer like me to elevate it further, you’re getting professional-quality design without the custom price tag or endless timeline.

I recommend Tonic templates because they’re the rare product that delivers on its promise. And because I’ve seen the transformation that happens when creative entrepreneurs finally have a website they’re proud to share.

Ready to get started?

👉 Browse Tonic Site Shop templates and save 15%: https://tonicsiteshop.com/?ref=mindful

👉 Not sure which template is right for you? Book a free 15-minute template selection call with me

👉 Want me to customize your Tonic template? View my customization packages and book a discovery call

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Frequently Asked Questions

Q: Will my website look like everyone else’s who bought the same template?

Not if you customize it strategically. Think of it like buying a house in a planned community—the blueprint might be similar, but once you add your furniture, paint, landscaping, and personal touches, no two homes look the same. With Tonic templates, you’re changing colors, fonts, imagery, copy, section arrangements, and often adding custom elements. The final result looks nothing like the original template. This is especially true when you work with a designer like me who knows how to transform templates into truly bespoke websites.

Q: Do I need to know how to code?

No. Tonic templates are built on Showit, which is 100% drag-and-drop. If you can use Canva or PowerPoint, you can customize a Showit template. That said, having a designer’s eye helps ensure your customizations look professional—which is where my services come in.

Q: How long does it take to customize a Tonic template?

DIY: 10-40 hours depending on your design experience and perfectionism level With my help: 2-6 weeks from purchase to launch, with most of the heavy lifting done by me

Q: Can I add e-commerce or booking systems?

Yes! Showit integrates with tools like Acuity, HoneyBook, Calendly, WooCommerce, and others. I handle these integrations as part of my customization service.

Q: What if I outgrow my template?

The beauty of Showit: you never truly outgrow it. You can continually modify, add pages, and reshape your template as your business evolves. And because you own the template, you’re never starting over—just building on your foundation.

Q: Are Tonic templates SEO-friendly?

Yes, they’re built on Showit which pairs with WordPress for blogging. The templates include best practices for SEO, and I optimize further during customization (proper heading hierarchy, image alt tags, page speed, mobile responsiveness, etc.).

Q: How much does Showit cost?

$19-34/month depending on your plan. This includes hosting, so there are no separate hosting fees.

Q: What’s included when I purchase a Tonic template?

• The complete website template with all pages and sections
• Access to Tonic’s customization tutorials
• Email support from the Tonic team
• Lifetime license (you own it forever)
• All future template updates
• Pre-licensed fonts (for most templates)

Q: Can you help me even if I already purchased my template?

Absolutely! I work with clients at any stage—whether you’re just choosing a template, halfway through DIY customization, or need a complete transformation of an existing Tonic site.

Q: Which template should I choose?

Book a free 15-minute call with me and I’ll help you select the perfect template for your brand, business model, and goals. I’ve worked with virtually every Tonic template and can guide you to the right choice.

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About the Author: Ashley Cardini is a web designer specializing in Tonic Site Shop template customization for creative entrepreneurs and luxury brands. With 7 years of experience in web design, she helps clients achieve custom-quality websites at a fraction of the typical cost and timeline.