A website template is a great way to keep the costs down as the basics of the website are already complete. You just have to add your own images and the site is done. If you want a completely unique website template then customizing the template is needed.
Customizing the template means changing all the images and layout and content to suit the clients needs. But still the basics have been done so it still save time and money. I full customized website template will look and feel like a totally unique website that is perfect for most small businesses.