diff --git a/lib/full-site-editing/template-loader.php b/lib/full-site-editing/template-loader.php
index f90f07c02fff55..c828a27c99a7bd 100644
--- a/lib/full-site-editing/template-loader.php
+++ b/lib/full-site-editing/template-loader.php
@@ -79,8 +79,16 @@ function gutenberg_override_query_template( $template, $type, array $templates =
 	}
 
 	if ( $current_template ) {
-		$_wp_current_template_content = empty( $current_template->content ) ? __( 'Empty template.', 'gutenberg' ) : $current_template->content;
-
+		if ( empty( $current_template->content ) && is_user_logged_in() ) {
+			$_wp_current_template_content =
+			sprintf(
+				/* translators: %s: Template title */
+				__( 'Empty template: %s', 'gutenberg' ),
+				$current_template->title
+			);
+		} elseif ( ! empty( $current_template->content ) ) {
+			$_wp_current_template_content = $current_template->content;
+		}
 		if ( isset( $_GET['_wp-find-template'] ) ) {
 			wp_send_json_success( $current_template );
 		}
@@ -174,7 +182,10 @@ function gutenberg_get_the_template_html() {
 	global $wp_embed;
 
 	if ( ! $_wp_current_template_content ) {
-		return '<h1>' . esc_html__( 'No matching template found', 'gutenberg' ) . '</h1>';
+		if ( is_user_logged_in() ) {
+			return '<h1>' . esc_html__( 'No matching template found', 'gutenberg' ) . '</h1>';
+		}
+		return;
 	}
 
 	$content = $wp_embed->run_shortcode( $_wp_current_template_content );