What does a website cost?
Recently, I came across a heated discussion on LinkedIn about the costs of websites. Many clients complain that the quotes they receive vary greatly. And everyone knows the stories about digital projects that completely spiral out of control. It's quite likely that you've had such a frustrating experience yourself. Nine out of ten new clients I meet with at Super Interactive mention that they had major problems with their previous provider — sometimes even so severe that it led to legal disputes.
Why is it so difficult to determine what a website should cost? How do you, as a client, find an agency that truly suits you, with the right expertise and a fair price? And: how do you ensure that expectations are clear on both sides, that the collaboration remains pleasant, and that you don't lose control over your project?
It's the holy grail in the landscape of digital agencies. But fortunately, the solution is within reach.
What makes estimating the cost of a website so complex?
Experience shows: even with a very detailed RFP, quotes for a website can vary widely. So, apparently, the problem isn't a lack of technical knowledge on the client’s part. It’s no secret that the cost of creating a digital product depends heavily on its complexity. This applies both to technical features (like a CMS or API integrations) and to the processes needed to achieve a good result—such as research or design phases. But with sufficient briefing, the quotes should still be reasonably close to each other, right?
The core of the problem is that the complexity of the project varies from agency to agency. Huh? Here's how it works.
Not only does each agency have a different working method and area of expertise, but also — and this is the main reason — their vision of what's important for the client and what should be prioritised in the project differs. An agency with extensive expertise in creating groundbreaking designs will prioritise that aspect of the project, while an agency that stands out for its special knowledge of security might dedicate three chapters to it in their quote.
So the problem lies in the question itself. Imagine asking ten different car dealers, "What does a car cost?" You're guaranteed to get ten completely different answers. After all, you haven't specified how many seats you need, what type of terrain you want to drive on, or where you're heading. The car dealers will fill this in for you, resulting in ten totally different answers.
The same applies to buying a house. A real estate agent will ask you two questions right at the first meeting: what's your budget, and what's important to you?
Turn the question around
Instead of starting with wondering what costs to expect, it’s much more effective to focus on what you want to achieve and what that is worth to your organisation.
Here's how you do it:
Define your goals clearly and measurably — Do you want more leads? How many? A stronger brand experience? More engagement? A better user experience? How will you know if you’ve achieved this? Make your objectives concrete and measurable so everyone understands the end goal and you’ll also have insight into how well you’ve met your goals.
Determine the value of those goals — If you achieve your goals, what will this deliver for the organization? And what investment are you willing to make for this? What is the value of a successful new website for your organization in euros?
Communicate your goals and budget clearly — Lay out your context, objectives, and budget. Ask agencies how they can deliver the best results within your parameters. Have them outline their approach broadly (without asking them to do all the work upfront for free), and gain insight into their thinking and working methods.
In short, turn the question around: "I have X budget and want to achieve Y. What kind of website do I need?" Admittedly, this isn’t an easy task. But it’s better to invest your energy here than in creating an extensive shopping list of features.
The problem with the extensive shopping list of features (RFP)
At first glance, a detailed Request For Proposal (RFP) seems like the solution. You think it will provide clarity, allowing agencies to give you an accurate estimate. But this approach has two main issues:
Firstly, by providing a detailed RFP, you are already directing the solution you’re looking for, while it’s something you should leave to the experts to formulate.
Secondly, by setting strict requirements, you encourage agencies to keep their prices as low as possible while maximizing their margin by doing as little work as they can. This creates a "collaboration" where your goals and theirs are at odds.
In short, by specifying the project details and making the costs variable, you turn the world upside down and end up with a selection process based on sales skills rather than expertise.
Choose the agency with the best experts, not the best salespeople
Many agencies heavily invest in sales because they know clients often make decisions based on a "feeling" or a "click." By turning the question around, you invite the real experts to the table. You compel agencies to show what they truly have to offer. You gain insight into their technical skills, working methods, creativity, and culture — criteria based on which you can actually compare effectively.
The result? A transparent, substantive conversation based on mutual interests. And a corresponding collaboration.
Focus on value, not on cost
Give us, as digital agencies, the opportunity to show the value we can offer within your parameters. Make the fact that you don't have all the technical knowledge our challenge. Through an open, substantive conversation, we create realistic expectations and can start applying our expertise from the beginning, asking questions you might never have thought of. This leads to a pleasant, transparent process where we work together towards one goal: creating value for your organisation.
A proven formula
At Super Interactive, we have been working this way for years. Many clients initially found it somewhat unconventional, but the fact that we have been working with them for an average of over seven years proves that this formula works. Sustainable relationships based on mutual trust and shared goals are the key to a successful digital product.
Curious about how we would approach your projects with our way of working? Or are you still considering how to structure your project? Let's start our conversation, no strings attached.