Google just announced Page Experience ranking: https://webmasters.googleblog.com/2020/05/evaluating-page-experience.html
The recipe is simple: if the experience is great and people like your site (for example they find the information quickly or can do stuff in a simple way), Google will rank your website high. They want everybody to have a good experience.
Whereas, if the algorithm detects that
• customers are struggling to read your content
• it's a pain to find the information they came for
• or even worse, they are unable to get things done (e.g. order a ticket, purchase a pair of shoes etc.)
then Google won’t rank your website as high which means people will not find you.
What do I mean free templates will not be enough?
It's quick and easy to launch a website using built in templates offered by popular site builders. But if you want to stand out of the crowd, give the best user experience to your audience – a custom solution is the winner.