A template is a strange object. It has to be specific enough to feel authored and generic enough to be useful. We spent a long time on the line between the two.
We decided early that the template would not ship testimonials. We do not believe in invented quotes, and a real quote on a template is a lie waiting to happen. Where a quote would go, we put a labeled placeholder and an instruction.
A real quote on a template is a lie waiting to happen.
What we left out
- Invented client logos. We use a placeholder, not a wordmark.
- Vanity statistics. Every figure is read from a data file and marked.
- A CMS. The template ships static; a CMS adapter is documented, not bundled.
The template is a starting point, not a finished site. We tried to make every decision a buyer might want to undo easy to find and easy to change.