This service offers all of what is included in my "Basic WordPress Site Design" package, only with a CUSTOM Genesis Child theme instead of a re-skinned premium theme. This is for more complex websites, and for those who would like something more tailored to their needs than what some of the premium theme designs have to offer. Here's an example. Say you need a feature in your website that isn't in any of the premium themes, like a large banner area for an editorial illustration that only appears when you upload one. This kind of thing may require a custom theme. Say you just don't like any of the premium themes out there, or you want something more custom... then the Custom WordPress Site Design is for you. These are just a few reasons you might choose to have a custom WordPress theme. I may also recommend this package to you over the basic package, depending on the scope of your website and the project. - Site installation and configuration The other main difference between this service and my "Basic WordPress Site Design" package is in the design process. The basic package has more work done in the browser, while the custom package begins with static mockups, which are then coded into a working WordPress theme (or child theme for the Genesis Theme Framework). In general, 2-4 weeks.