web design estimate
How to get accurate quotes, plan your budget, and understand the cost drivers for SEO and ads in 2025
Stop guessing. Learn a straightforward process to compare quotes, spot hidden costs, and budget so you actually get the website you need.
What affects a web design estimate?
Quotes vary because every project is different. Below are the main cost drivers — understand these and you can compare quotes fairly.
Scope & features
Number of pages, custom functionality (booking, forms, calculators), e-commerce, and integrations increase time and cost.
Design complexity
Fully custom designs and animations take more time than templates or pre-built themes.
Hosting & maintenance
Managed hosting, backups, monitoring and updates may be included monthly or billed separately.
Time & availability
Tighter deadlines can increase cost. Faster turnarounds require prioritised resources.
How to plan your budget (practical steps)
Use this simple process to set a realistic budget before you ask for quotes.
- Define the outcome: what must the website do? (e.g., generate leads, take payments, book jobs). Prioritise must-haves vs nice-to-haves.
- Estimate pages and functionality: basic brochure (5–8 pages), service site (8–15 pages + forms), e-commerce (catalog + checkout).
- Choose a time-frame: quicker delivery costs more. If time isn’t urgent, you can save by scheduling in.
- Allow for ongoing costs: domain, hosting, SSL, updates, SEO work, and ads. Add a monthly buffer (recommended 10–20% of initial monthly fee).
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Set a three-tier budget:
Conservative: DIY / basic template ($0–$500 upfront, $10–40/mo).
Practical: Managed subscription ($300–700/yr or $30–70/mo).
Premium: Custom agency build ($3k–8k+ upfront, $20–150/mo hosting + maintenance).
Quick budgeting tip
For most small trades and local services, a managed subscription with unlimited updates and local SEO delivers the best ROI. It keeps costs predictable and avoids surprise bills for every change.
Key features that change the price — what to include
Below are common features that significantly affect an estimate. Mark whether each is Required / Optional for your project.
Responsive design
Must-have. A responsive site is non-negotiable for SEO and user experience.
E-commerce
Adds payment setup, product pages, inventory and extra security — expect significant extra cost.
Content & copywriting
Writing clear service pages and CTAs takes time — budget for copy if you don’t provide it.
Integrations (CRM, calendar)
Each integration requires configuration and testing — include this in the scope.
Security & backups
Managed backups and security scanning are often a monthly fee — strongly recommended.
Promotions & landing pages
If you run ads, expect separate landing page creation costs per campaign.
How SEO and ads services impact cost
SEO and online advertising are major ongoing expenses that many business owners overlook when comparing initial web design quotes. Here’s how they affect your budget and what to expect.
One-off vs ongoing
Some SEO tasks are one-off (technical fixes, sitemap submission), but real SEO is ongoing: content creation, link building, local citations, and monthly tracking. Ads are almost always ongoing — you pay per click/impression.
SEO typical costs
- Basic setup (one-off): $200–$800 — meta tags, sitemap, Google Business setup.
- Monthly SEO (ongoing): $300–$2,000+/mo depending on competition and scope.
- Local citation cleanup: $150–$600 one-off.
Ads typical costs
- Setup fee for campaigns: $150–$800 one-off for strategy and landing pages.
- Ad spend: from $300/month for local testing up to $5k+/mo for aggressive growth.
- Management fee: 10–20% of ad spend or $250–$1,500/mo flat.
Questions to ask every vendor (so estimates are comparable)
Use these during calls or when you receive written quotes.
- What exactly is included? Page count, revisions, images, copy, domain, SSL, hosting, backups, and support hours.
- Timeline and milestones: When is design review, build, testing, and launch?
- Payment model: Upfront, milestone, or monthly subscription? Are there setup fees?
- Ongoing updates: How are changes handled and priced? Is there unlimited edits?
- Contracts & cancellations: Any lock-in? What happens if you cancel?
- References: Can they show similar sites and client examples?
- Security & backups: What protections and recovery options are included?
- SEO & analytics: Is basic SEO included and will analytics be configured?
Estimate checklist — copy & paste for vendors
Send this list with your request so quotes are apples-to-apples.
- Project goal (one sentence): e.g., "Generate 20 qualified leads per month."
- Pages required: e.g., Home, About, Services (list), Contact, Blog, Terms.
- Must-have features: e.g., contact form, booking, payment, gallery, map.
- Design expectations: template, light customization, or full custom design?
- Content: Will you supply copy and images, or include writing/photography?
- Integrations: e.g., Google Business, Xero, Mailchimp, Zapier.
- SEO: Basic setup included? Ongoing SEO option?
- Hosting + domain: include or will you manage separately?
- Timeline and acceptance criteria for launch.
- Post-launch support: hours included and hourly rate after that.
Pro tip: Ask for a written quote that splits one-off build costs and ongoing monthly costs. That makes comparing very different pricing models easy.
Example estimate ranges (2025)
These are typical ranges — use them only as a reference.
| Project Type | Typical Cost | Ongoing |
|---|---|---|
| Simple brochure site (template) | $0–$1,200 | $10–$50/mo (hosting) |
| Managed subscription (done-for-you) | $0–$500 setup or $0 upfront | $30–$99/mo (design, hosting, updates) |
| Custom small business site | $2,500–$8,000 | $20–$200+/mo (hosting + maintenance) |
| E-commerce (small catalog) | $3,000–$12,000 | $50–$500+/mo (hosting, payments, security) |
Frequently asked questions
Is it better to pay upfront or monthly?
How do I spot hidden costs?
What if two quotes are very different?
How much should I budget for SEO in Year 1?
Need an accurate estimate — fast?
Get a clear, itemised quote that separates build costs from ongoing services. Congero delivers professional sites quickly and includes hosting, domain, SSL, and unlimited updates in a single monthly plan.
No lock-in contracts. Domain and hosting included with managed plans.
