It happens all the time, a person finds a WordPress template they like, and they change out the information and images to fit their business or product. WordPress templates were created by designers, not marketers. While there are some cool and engaging elements to the templates, the content doesn’t always fit, messaging doesn’t flow, benefits that need to be highlighted aren’t, and there’s no overall flow and cohesiveness to the site.
Creativity comes from research and planning. Think through the page flow. How will your story be revealed on the home page as a user scrolls down. Although you are giving the customer free will to do whatever they want, you are secretly steering them through your site, to your most important information, but most importantly, steering them to contact you or make a purchase.