2. Content is the king. Even though the design of a site is important, its content is more so. So, when you're choosing a template, try to think of it acting as a catalyst for your content. Sure, a good design is pretty, but does it work for the content you have? For example, if you will have a site that showcases good writing, you want to make sure your content is comfortable to read. A dark theme or one with text lacking contrast will defeat your purpose.

3. Your template should match your brand. A good template is useless if your web site branding doesn't match with it. You need to make sure your template conveys the same values as your brand.

4. Templates and Search Engine Optimization. Can a template harm your rankings in search engines? Sometimes, yes. Nowadays, search engines appreciate code that is clean, simple and straightforward. Too many funky elements often require complicated code. Keep it simple and the search engines will reward you.

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