Enter your project details to get a fair price estimate based on 2025 industry standards
When you’re ready to put your business online, the first question that pops up is the cost. Too low and you risk a shaky site; too high and you bleed money before you even make a sale. Figuring out a fair price for a website isn’t about guesswork-it’s about understanding what you’re actually paying for.
Before you look at any quote, ask yourself what’s actually being built.
Project scope is the list of pages, features, and integrations a website will include. A five‑page brochure site is a different beast from a marketplace with payment gateways, user dashboards, and API connections.
Design complexity matters too. A custom UI with motion graphics and interaction design will cost more than a template‑based design.
Functionality covers everything from a simple contact form to a full‑blown e‑commerce engine with inventory management. Each additional feature adds development time and testing effort.
Technology stack is another hidden driver. WordPress, Webflow, or a static site generator like Hugo is cheaper than a bespoke React + Node.js solution, which demands more specialized developers.
Finally, consider who’s doing the work. Freelancers, boutique studios, and large agencies all have different overheads and pricing strategies.
Most providers fall into three pricing buckets.
Hourly rate is a time‑based charge where you pay for each hour of work logged. This model is transparent but can be hard to budget if the scope isn’t crystal clear.
Fixed‑price is a lump‑sum amount agreed upon before work begins. It works well for well‑defined projects; the risk is that unknowns can lead to change‑order fees.
Value‑based pricing is charging based on the expected business impact of the site rather than time spent. This is common for high‑growth startups that need a ROI‑focused approach.
| Model | Typical Rate (UK) | Best For | Pros | Cons |
|---|---|---|---|---|
| Hourly | £30‑£150 per hour (freelancer) / £80‑£250 per hour (agency) | Projects with evolving scope | Transparent, pay for actual work | Hard to predict total cost |
| Fixed‑price | £1,200‑£40,000 depending on complexity | Well‑defined sites (brochure, basic e‑commerce) | Budget certainty, easy invoicing | Risk of hidden change‑order fees |
| Value‑based | Usually 10‑30% of projected annual revenue | High‑growth startups, SaaS platforms | Aligns cost with business outcome | Requires solid revenue projections |
Below is a quick snapshot of what you’ll see in the market today.
Geography still matters. UK freelancers tend to charge £30‑£100/hr, while US‑based agencies often start at $120/hr (≈£95). Eastern European agencies can offer £40‑£80/hr for comparable quality.
When a provider sends you a proposal, run it through this checklist.
A quote that ticks most of these boxes is likely a fair one.
Even when you do your homework, some traps are easy to fall into.
Now that you know the moving parts, here’s a quick action plan.
Following these steps will help you land a price that feels fair and a website that actually works for your business.
Compare the rate against the market average for the freelancer’s experience level and location. In the UK, junior developers charge £30‑£50/hr, mid‑level £60‑£90/hr, and senior specialists £100‑£150/hr. Also check their portfolio; a higher rate is justified if they consistently deliver high‑quality work.
A clear scope of work, detailed deliverables, number of design revisions, testing plan, timeline with milestones, payment schedule, and clauses for post‑launch support and ownership of assets.
Usually not. Value‑based models rely on projected revenue impact, which small businesses often can’t predict accurately. An hourly or fixed‑price model provides more budgeting certainty for modest projects.
A common rule is 10‑15% of the initial development cost per year. For a £5,000 site, expect £500‑£750 annually for updates, security patches, and minor tweaks.
Yes. Many agencies charge a fixed price for the core build and then move to an hourly or retainer model for ongoing support and feature additions. This hybrid approach gives budget certainty up front and flexibility later.
Written by Caden Whitmore
View all posts by: Caden Whitmore