First decision
Identify which website you are actually buying.
These are scope descriptions, not price bands. They help make sure two proposals are solving the same class of problem before their totals are compared.
| Scope | Usually fits | What changes the work |
|---|---|---|
| Essential presence | A new or simple business that needs a credible home, core services and a contact path | Template choice, supplied content, number of distinct services and migration needs |
| Conversion-led service website | A business that relies on enquiries and needs stronger positioning, proof, search pages and measurement | Research, copywriting, page strategy, forms, CRM links, photography and content depth |
| Connected or custom website | A business needing bookings, customer accounts, complex catalogues, quoting, payments or system integration | Data, permissions, APIs, security, testing, operational edge cases and long-term maintenance |
Page count is a poor shortcut
Five well-researched service pages can require more work than twenty lightly edited template pages. Ask what decision each page supports and who is responsible for the evidence and copy.
Cost anatomy
A credible quote explains the work behind the pages.
Not every project needs every line, but hidden omissions tend to return later as change requests, delays or weak results.
Discovery and strategy
Business goals, audiences, competitors, existing data, content inventory, technical constraints and the journey from discovery to action.
Information architecture
Page hierarchy, navigation, URL plan, internal links and redirects for any existing pages that move or disappear.
Copy and content
Interviews, drafting, evidence gathering, editing, approvals, image selection and migration. Clarify whether the client supplies finished material.
Design
Reusable page systems, mobile states, accessibility, interaction details and the number of revision rounds—not only a homepage mock-up.
Development
CMS setup, components, forms, integrations, structured data, security, performance and browser/device implementation.
Measurement
Analytics, Search Console, consent, campaign tracking and meaningful conversion events such as qualified forms, bookings or calls.
Quality assurance
Content checks, links, forms, responsive behaviour, accessibility, redirects, metadata and a controlled launch process.
Training and handover
Account ownership, editing guidance, documentation, backups and a clear support boundary after launch.
What changes price
The expensive parts are usually decisions, content and edge cases.
A visual template can reduce design time. It cannot automatically resolve unclear positioning, write accurate proof, clean old content or define how a booking system should behave when something goes wrong.
Working checklist
- Number of genuinely different audiences, services, products and locations.
- Whether approved copy, photography, video and brand assets already exist.
- Migration of old URLs, articles, products, customer data or tracking history.
- Bookings, ecommerce, memberships, calculators, portals or quote workflows.
- Connections to CRM, email, payments, inventory or other business systems.
- Accessibility, privacy, security or sector-specific review requirements.
- Number of stakeholder groups and the speed of feedback and approvals.
- Languages, currencies, regional content or complex permission levels.
- Post-launch experiments, SEO content, paid landing pages and ongoing support.
After launch
Separate ownership from the recurring operating bill.
Ask for a simple schedule showing each recurring item, who invoices it, who owns the account, the renewal frequency and what happens if the supplier relationship ends.
| Cost | Questions to ask | Risk to avoid |
|---|---|---|
| Domain | Is it registered in the business's name and can the business access the registrar? | A supplier controls the domain or recovery email |
| Hosting | What is included, where is it hosted, and how are backups and incidents handled? | Cheap hosting with unclear support or no restore process |
| Licences | Which plugins, fonts, forms, booking or ecommerce tools renew? | Essential features stop when an agency-held licence ends |
| Maintenance | Does this cover security updates, content, small changes or only uptime checks? | Assuming every future change is included |
| Marketing | Are SEO, content, ads and landing-page testing separate services? | Treating a one-off build as an ongoing acquisition programme |
Buyer worksheet
Compare proposals line by line, then compare the thinking.
A lower total may be the right choice if the business can supply strategy, copy and management. It is not cheaper if those responsibilities were simply left unnamed.
Working checklist
- The audience, business goal and primary conversion are written down.
- Included pages or templates are listed, with content responsibility for each.
- Revision rounds, feedback responsibilities and approval timing are explicit.
- Forms, integrations, analytics and consent requirements are named.
- Migration, redirects and ownership of existing search value are covered.
- Mobile, accessibility, performance and testing expectations are described.
- The launch process, warranty period and ongoing support boundary are clear.
- Domain, hosting, software, source files, design files and account ownership are explicit.
- Exclusions and likely optional costs are visible before work begins.
- The proposal explains why this scope is enough for the outcome—not only what will be built.
Fit before spend
Choose the simplest approach that protects the important outcome.
The right level depends on business risk and internal capability, not on whether a platform or agency is fashionable.
DIY or hosted builder
Reasonable when cash is tight, the offer is simple and someone can own copy, setup and maintenance. Budget internal time and accept platform constraints.
Template-led professional build
Useful when the business needs a polished, reliable presence and can work within a proven layout system without unusual integrations.
Strategy and conversion-led build
Worth considering when enquiries matter, services are complex or the existing site fails to explain why the business is the right fit.
Custom development
Justified when the website must perform a unique operational job, connect systems or handle rules a standard platform cannot support safely.