Website Pricing Demystified

Video Transcript

How much should your website cost? I’m gonna break it all down, and take the mystery out of website pricing.

Hey guys, Wes McDowell here, from The Deep End. Whenever I talk to a new client, pricing is one of the first questions they have, and most genuinely have no idea what a website can cost. And that actually makes perfect sense because there is such a broad range of price points.

There are roughly 3 common pricing tiers you’ll likely encounter, and each tier comes with its own level of services you can expect to be included, and you’ll of course pay more for more services. And I do want to say before we get too far into this that of course your individual circumstances will be what tips your project to the high end or the low end of the ranges I’m gonna go over. But for this video, lets assume, you’re just looking for a great marketing website designed to get you more customers, bookings or leads.

So let’s start right at the top and work down, starting with the agency tier. At this level, you’re dealing with a full-blown company with offices, lots of employees, and a high level of service that goes along with it. You can expect not only a website, but one that’s built on a solid customized strategy, and a digital marketing plan as well.

But at $20,000 all the way up into the 6 figures, this tier is pretty much out of reach to most small businesses. So you’re paying for the higher level of service, their experience, and their overhead. But also at this level there’s a certain “pay to play” price — meaning they just won’t touch anything under that threshold.

The next level down is the virtual agency. Here you can expect a pricetag from between $10-20,000, and you’re likely to get more or less the same quality of product as you would with the big agency. The biggest difference being that virtual agencies are generally home-based, or they at least have a much smaller footprint, a scaled-down team, and much less overhead than the bigger guys, so you’ll pay less.

If you have the budget, this is probably a great option for you.

And while we’re here, I just want to say this. Generally this $10,000 price point is where you see the biggest drop-off in the level of service you’ll get. Meaning, in general, under $10,000, a web designer will not provide any kind of meaningful discovery process, or develop a strategy-based website for you. At this price and below, most web designers will only design a website based on the pages and functionality you specifically ask for. And this isn’t to belittle those designers in any way. It’s just a question of time and effort, and under $10,000 it simply isn’t really in scope to do a deep discovery and design a  strategy. This is a higher level service for sure.

Our next tier is the freelancer, which is the most popular choice for small business owners. Freelancers usually charge between $1-10,000 for a website, depending on their market and their experience. There are many very talented freelancers out there who can give you a beautiful site. But again, they generally won’t include the strategy. Some may do a very shortened, shallow version of a discovery process, but even with that, the results are usually 95% focused on design, not strategy.

So those are the most common pricing tiers you’re likely to find as you go out there looking for a web pro, and keep in mind these are just general estimates.

Ok guys, for more tips like these, just subscribe to our channel right here. And if you’d like to speak with me to see what we can do about getting you set up with a new strategy-based website, you can go to I’m Wes McDowell with The Deep End, see ya next time.

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