This is one of the most common questions we get asked by business owners and marketing directors. The old phrase “you get what you pay for” essentially answers the question. But it’s never that simple. And that answer isn’t exactly helpful. There are many different aspects designers and developers consider when pricing a website. But how much YOU should spend should be guided by how important YOU think a website is to your business’ goals. (Stacked against how much time to you want to dedicate to shopping around for the lowest price).

How important do YOU feel your website is to your business?

Regarding providers, as with most other services one pays for in life, value should be proportional to skill level. Rates and skill levels are related just like they are in most other businesses. If one company is charging $250 per hour to build your website while another is only charging $50, you would expect the more expensive option to be more elegant, more advanced, and more effective. Yet, websites can be extremely complicated, especially under the hood. So it’s not always apples to apples.

Yeah yeah yeah, pal. Give me the straight numbers ↓

spend as little or as much as you want!

before you start shopping:

When undergoing a website design (or redesign), start by identifying your goals and objectives with your team. Think about considerations such as:

how to best incorporate your brand’s aesthetic
interactive visual elements like video, rollovers and animation
total number of pages and organization of site pages
effective visitor paths & flow through various sections of the site
specifying target actions for visitors
identifying any special backend functionality your require
maintenance and support post-launch
marketing the website, SEO and building traffic

Then discuss your overall goals and objectives with potential providers. Generally speaking, there are three types of service providers in the industry: Freelancers/Solo Practitioners, Boutique Designers/Marketing Firms and Advertising Agencies. Below are three general summaries of each type of provider, to help you make sense of what your options are.

the freelancer/solo practitioner

Freelance web designers typically operate with little to no overhead. A solo designer working from home doesn’t have the expenses associated with a larger operation. This person may be less expensive, but they typically don’t have the skills, knowledge, or depth of expertise that a larger web design firm would have. Freelance web designers also tend to do their work on the side or as a hobby. This limits their ability to focus diligently on your project. The solo practitioner is usually focused on the design and operation of the site, without being able to address the big-picture strategy your business may need. They may be able to switch up the colors, typefaces and even arrangements of the website for you, but they are often limited by a pre-defined framework of a template. A good graphic designer may have an eye for the visuals, but lacks programming ability. Or vice versa. These types of providers are always the least expensive option, but in the end, you’ll be putting a lot of your important eggs into one basket.

the boutique design/marketing firm

Some boutique firms, like solo practitioners, lack the digital expertise of web design specialists. So they offer template-based website solutions. Inside the templates, they can customize colors and fonts, maybe even some arrangement options. But templates confine the design to a preset layout. A business that values the power of its brand and is looking to stand out from the pack should seek truly custom web design. Boutique, custom web design firms are normally comprised of anywhere from 4-15 experts in various fields. They take the time to learn about your business & the competitive landscape, discuss your overall strategy, and make observations and suggestions at every turn to identify the best approach to creating your business’ website. The boutique firm will map out this strategy with you and collaborate to create the best possible solution for your website. This is a lot to ask of a solo practitioner, so naturally the pricing from a boutique, custom firm is substantially higher than the solo practitioner.

*PRO-TIP: Not sure if a provider will design from scratch or use a template? ASK THEM what “themes” they use! 😉

the large advertising agency

Larger agencies operate with a large, skillful team comprised of dozens, if not hundreds, of personnel. This team may include HR, admin, sales, design/creative, technical and marketing. These bigger firms will segment their staff into departments, and each department may utilize directors and managers, along with design and production people. The sheer size of the operation drives cost of the website up. Lots of people, lots of departments, lots of overhead. The vast number of people involved in the creation of the website means you’re likely to get a great result. Naturally, larger web design firms have a higher price tag. But as with other industries, working with “the big guys” can have other, less tangible drawbacks. The process can less efficient. Communication can be slow. The entire timeline may drag out. And, yes, you’re paying for a comprehensive and detailed process, but you may not actually get the attention to detail that smaller marketing firms provide.

These explanations are intended to provide some basic descriptions to help you compare different types of providers. Of course, you may stumble across a brilliant and highly capable freelancer, or a top-level, white-glove large agency at a great rate. But in our experience, somewhere in the middle is the right place for most, assuming you are a small- to medium-sized business, looking to make your mark with a unique, custom-branded web design.

Splendor Design Group believes an educated client is our best client. Stay tuned to our blog for insight in the world of everything design, web, and digital media. Have something to add? Connect with us on social media – we’d love to hear from you (links below).

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