Transparent conductive ZnO : Al : Mo films with a molar ratio of Zn : Al : Mo = 99 : 0·99 : 0·01 were deposited on quartz glass substrate by a template-assisted sol-gel process and characterized by X-ray diffraction, atomic force microscopy, scanning electron microscopy, and UV–Vis and luminescent spectrophotometries. The four types of organic template have induced nanowire morphology with varying aspect ratio. Dip coating in one constant positive and reverse direction causes the parallel array of ZnO : Al : Mo nanowires on the quartz glass substrate. Long and parallel arrayed nanowire films show obviously blue shifts and enhanced transmittances in the UV-Vis light range. The PEG-1000 and PEG-2000 have optimal effects among four templates as constant weight content is used. The films show strong ultraviolet, violet and bluish violet emissions. The templates also lead to overall thicker film and more native defect and thereby remarkably enhancing photoluminescence of the films. Long chain organic template can be used to optimize the optical properties of the doped ZnO film.