You asked three providers to quote on your new website. One came back with a modest figure. One was several times higher. The third sits somewhere between.
It is tempting to pick the middle one, or the cheapest. But price differences are rarely about who is “better”. More often, the quotes describe different projects.
This guide shows how to find out what each quote includes, so you can compare like with like. It ends with a worksheet you can fill in for every quote you receive.
Why the numbers are so far apart
Website quotes vary for ordinary reasons:
- Scope. One quote covers five pages. Another covers twenty and a new product catalogue.
- Starting point. Customising a ready-made template is a different job from designing and building layouts around your content.
- Who does what. One provider enters your content into the site. Another expects you to do it.
- Integrations. Connecting a form to a CRM or a payment tool takes work that a basic brochure site does not need.
- Migration. Moving content, files and redirects from an old site is time-consuming, and some quotes leave it out.
- Testing. Checking forms, mobile layouts and browsers carefully is work, and it is easy to omit from a quote.
- Support afterwards. Hosting, training and help after launch vary widely.
None of these makes a quote right or wrong. They make the quotes hard to compare unless you list them side by side.
Step 1: write down what you actually need
Before you can compare, you need a baseline. Use your own list of pages, features and systems. If you have not made one, our website redesign checklist will help you gather it.
Give every provider the same information. Differences in the answers then reflect differences in approach, not in the brief.
Step 2: ask the same questions of every quote
Read each quote with the worksheet below. If something is not stated, treat it as not included until the provider confirms in writing.
The comparison worksheet
Copy this table into a document or spreadsheet. Add a column for each quote.
| Item to compare | Why it matters | Quote A | Quote B | Quote C |
|---|---|---|---|---|
| Number and type of pages | “Up to five pages” and “twenty pages” are different projects | |||
| Design approach | Custom layouts, a modified template or a ready-made theme with your logo | |||
| Rounds of revisions | How many, and how extra rounds are charged | |||
| Who writes the content | Copywriting, editing or your own text | |||
| Who enters the content | Whether pages are built for you or you supply a template to fill | |||
| Images and graphics | Stock, supplied, commissioned, who sources them | |||
| Mobile and tablet layouts | Designed and tested, or left to the theme | |||
| Forms | How many, what happens to submissions, who receives them | |||
| Integrations | CRM, email marketing, payments, booking, feeds | |||
| Migration from an old site | Content, images, documents, URLs, redirects | |||
| SEO set-up | Titles, descriptions, structure, redirects, analytics | |||
| Accessibility | What standard, who tests, what is promised | |||
| Testing before launch | Browsers, devices, forms, integrations | |||
| Training | Live, recorded or none; what your team will learn to edit | |||
| Hosting and domain | Included, extra or your responsibility | |||
| Ownership | Who owns the design, code, accounts and licences after payment | |||
| Support after launch | Duration, what is covered, how to ask for help | |||
| Payment schedule | Deposit, milestones and final payment | |||
| Timeline and dependencies | What the schedule needs from you, and when | |||
| Exclusions | What the quote explicitly says is not included |
Fill the worksheet in using the quote’s own words. Mark gaps with a question mark. Then send each provider a short list of questions based on the gaps.
Illustrative example: two quotes for the same website
The example below is made up to show how the worksheet works. It is not a real quote and does not represent any specific provider or price.
A professional services firm wants a ten-page website with a contact form that sends enquiries to a CRM.
| Item | Quote A (lower price) | Quote B (higher price) |
|---|---|---|
| Pages | Up to ten | Up to ten |
| Design | Modified template | Layouts designed around the firm’s services |
| Content entry | Firm enters its own content | Provider builds pages from supplied content |
| Copywriting | Not included | Not included |
| Contact form | Emails the firm | Emails the firm and sends details to the CRM |
| Migration | Not mentioned | Old pages mapped to new ones with redirects |
| Testing | Not mentioned | Forms, mobile and main browsers |
| Training | Not mentioned | One recorded walkthrough |
| Hosting | Not mentioned | Included for the first term |
| Support after launch | Not mentioned | Defined period for fixes |
Quote A is not a bad quote. It may suit a firm that is comfortable entering content and has no CRM. But if the firm needs the CRM connection and redirects, Quote A would need extra work added. The lower price describes a smaller job. The question is whether it is the job you need.
Step 3: put the exclusions next to the price
Look for words like “excludes”, “client to provide”, “additional charges apply” and “subject to”. They are where the real boundaries sit.
Common exclusions include:
- Copywriting and photography.
- Content entry and formatting.
- Migration of old posts or products.
- Third-party licences, such as premium plugins.
- Changes after approval.
- Anything not named in the quote.
An exclusion is not a red flag. A hidden exclusion is.
Step 4: ask about ownership and exit
Two questions reveal a lot about a provider’s approach:
- After the project, who owns the website, its design files and its accounts?
- If we ever want to move to another provider, what is the process?
A good answer is clear and specific. A vague answer is a reason to ask more. Our guide to changing web developers shows what a healthy handover looks like.
Step 5: think about the whole cost, not only the build
The quote covers the build. You will also meet other costs, whether or not they appear in it:
- Hosting and email.
- Domain renewal.
- Plugin and service subscriptions.
- Maintenance and updates.
- Content changes after launch.
- Ongoing improvements.
Ask each provider what a typical year after launch looks like. Compare that as well. A low build price with high ongoing costs may not be cheaper, and a higher build price that includes training may reduce reliance on outside help.
Step 6: compare people and process, not only paperwork
Documents only show part of the picture. Also consider:
- Did the provider ask questions about your business and visitors, or just quote?
- Do they explain what they need from you, and when?
- Can you speak to the person who will do the work?
- Have they shown work that resembles your project, and can you ask about their role in it?
- Are the answers consistent between the call and the quote?
If you are weighing an individual against a studio, our article on choosing a freelancer or web design agency goes into that decision. Both can be a good choice, depending on your project.
What to do if all the quotes exceed your budget
Be open about it. Tell each provider your range and ask what they would include for it. A good provider may suggest launching in phases: essentials first, additions later. Moving the second language, the member area or the interactive map into a later phase can bring the first project into range without harming the foundation.
If you are unsure what a project like yours involves, our website investment page explains how we think about it.
A sensible next step
Before you decide, complete the worksheet for each quote and send the unanswered questions back. The replies will tell you a great deal.
If you would like us to look at your project, contact us with your brief, or the quotes you have already received. We will tell you what we see, even if the answer is that a simpler option would suit you. You can also read about our web design services.
