What affects the price of a professional website?

The short answer: how much does a website cost?

The honest answer is: it depends on the scope.

There is no single official Danish market price, and supplier-published ranges are not necessarily comparable because packages, technology, content, design and support vary. For current AS Web Solutions starting prices and packages, use the pricing page. This article focuses on the factors behind a quote rather than repeating current supplier prices.

The most important question is therefore not only “how much does a website cost?”, but what is actually included in the price you are comparing?

Why do website prices vary so much?

The difference lies in the amount and type of work.

An uncomplicated solution can reuse:

• an existing theme
• standard layouts
• a ready-made CMS
• plugins
• standard components

A more custom solution may require:

• clarification of goals and structure
• information architecture
• design of unique components
• frontend development
• CMS models
• integrations
• technical SEO
• migration
• testing
• deployment and handover

Neither model is automatically better. If the business only needs five simple information pages and frequent self-editing, a standardised CMS solution may be exactly right. If design, performance, integrations or future functionality are central, custom development may make more sense.

The 12 most important factors affecting the price of a website

1. Number of pages — and how different they are

More pages often mean more work, but the price does not necessarily increase linearly.

Thirty pages using three fixed templates can be easier to build than five pages with five unique layouts, special animations and different functionality.

Distinguish between:

• number of URLs
• number of page types/templates
• number of unique layouts
• who sets up the content
• whether existing content needs to be migrated

When comparing proposals, “10 pages” should therefore not stand alone. Ask how many different page types are actually designed and developed.

2. Level of design

Design can range from a ready-made template to a complete custom design system.

A template-based solution reuses existing structure and components. This reduces design and development work.

Custom design may require:

• visual direction
• unique layouts
• component design
• responsive states
• interactions
• animations
• several rounds of revisions

Custom design is not automatically better. It is valuable when the business genuinely needs a clear visual identity or user flows that the standard template does not solve well.

3. Content and copywriting

Content is one of the most overlooked price factors.

Who provides:

• text
• images
• case studies
• employee profiles
• product data
• translations
• graphics

There is a major difference between a project where the customer provides finished, proofread text and images in the correct formats, and a project where the supplier must structure messages, rewrite text, produce pages or coordinate photography.

A proposal should therefore clearly state whether content is included and who is responsible for preparing it.

4. CMS and degree of self-editing

If the marketing team needs to create pages, case studies, employees or articles themselves, the website needs an appropriate editing workflow.

A CMS can affect the scope through:

• content models
• editor fields
• preview
• navigation
• user roles
• validation
• integration with the frontend

WordPress has a CMS built in. A custom React-based website can be combined with a headless or other CMS.

The right choice depends on how the business works. The guide React vs. WordPress explains the difference in more detail.

5. Functionality

An information site is easier to scope than a website with business logic.

Functionality may include:

• advanced forms
• calculators
• search
• filtering
• booking
• login
• members’ area
• dynamic content
• payment flow

When the site begins to handle user data, login, workflows or databases, the project changes character. It may be more accurate to treat it as a web application rather than “a website with a little extra”.

6. Integrations

Integrations can connect the website with, for example, a CRM, newsletter, booking system, accounting system or other data sources.

The price does not depend only on the fact that “there is an API”. You also need to clarify:

• which data is moved
• authentication
• mapping between fields
• validation
• error scenarios
• test environment
• operations

If integrations are a significant part of the project, it is worth reading the guide about API integrations explained for businesses.

7. SEO: what does “SEO included” mean?

“SEO included” can mean very different things.

A technical SEO foundation may include:

• title tags
• meta descriptions
• canonical tags
• sitemap
• semantic HTML
• internal linking
• redirects
• crawlable structure

Ongoing SEO, on the other hand, may include keyword research, content production, link building and continuous analysis.

These two things should not be mixed together in a proposal. Ask precisely what the SEO part includes.

For larger technical needs, technical SEO may be a separate deliverable.

8. Performance

Performance involves, among other things:

• images
• fonts
• JavaScript
• caching
• responsive assets
• third-party scripts
• Core Web Vitals

A professional website should have a sensible technical foundation. More advanced performance work may require additional analysis and development, especially on existing sites with many dependencies.

Performance should therefore be part of the scope — not a loose promise that the site will be “lightning fast”.

9. Responsive design and mobile

The mobile version is not simply the desktop layout made narrower.

Navigation, images, buttons, forms, spacing and interactions need to work across different screen sizes.

A proposal that only shows a desktop homepage therefore does not necessarily tell you how much responsive design and testing is included.

10. Migration from an existing website

A relaunch can be more complex than a new website.

The work may include:

• existing URLs
• redirects
• content migration
• images
• metadata
• analytics
• tracking
• SEO history

Redirects are especially important if old URLs already have traffic, links or rankings. A redesign without a migration plan can create unnecessary technical problems after launch.

11. Multiple languages

Multiple languages affect more than the amount of text.

They may also require:

• CMS structure
• language routing
• navigation
• hreflang
• QA across multiple versions
• translation workflow

The translation work itself may also be a separate deliverable.

12. Tracking, analytics and consent

A website often needs to measure forms, conversions or other actions.

This may require setting up:

• analytics
• conversion tracking
• tag management
• cookie/consent solution
• form events

What is necessary depends on the business’s setup and legal situation. A proposal should therefore describe what is actually implemented rather than simply stating “tracking included”.

Simple solution vs. more comprehensive solution

A low price is not automatically bad, and a high price is not automatically good.

The relevant question is whether the deliverable fits the need.

Website builder, WordPress or custom website?

Website builder

A hosted builder can be a strong choice if the budget is low, the need is simple, the business wants to build it itself and a fast launch is important.

WordPress or another CMS solution

WordPress is relevant when editorial work is central, the need is relatively standardised and existing plugins or themes solve much of the task.

Custom website

A custom website can make sense when design, performance control, integrations or future custom features are significant.

No platform should be chosen solely based on a label. Compare the specific architecture and how the business will work with the website after launch.

Freelancer vs. web agency: does the supplier type affect the price?

Yes, the organisation around the project can affect the price.

A freelancer may typically offer:

• less organisational overhead
• direct communication
• fewer people involved in delivery

An agency may typically offer:

• more specialists
• greater parallel capacity
• dedicated project management
• broader deliverables

A freelancer is not automatically cheapest, and an agency is not automatically most expensive for the same result. It depends on the skills, scope and how many disciplines the project requires.

The guide freelance web developer vs. web agency explores the choice in more detail.

One-time price vs. ongoing costs

The website’s financial impact does not necessarily end at launch.

Possible ongoing costs include:

• hosting
• domain
• CMS
• plugins
• third-party services
• support
• maintenance
• security updates
• further development
• content
• SEO
• analytics tools

Not every project has every item. You should therefore ask which ongoing payments come with the specific proposal you are considering.

What is total cost of ownership?

Total cost of ownership means the total cost over time — not just the purchase price.

A cheap solution may, for example, have several subscriptions, premium plugins or high supplier dependency. A custom solution may cost more initially but have fewer third-party layers.

On the other hand, custom code also requires maintenance and developer expertise.

There is therefore no platform that is automatically cheapest over several years. Compare the expected operations, necessary services and how easily the solution can be changed.

Which costs are often forgotten?

Ask especially about:

• content production
• photography and graphics
• copywriting
• translation
• migration
• redirects
• integrations
• premium software
• tracking
• hosting
• support
• additional revision rounds
• new features after launch

A good proposal makes it clear what is not included.

Fixed price or hourly rate?

Fixed price

A fixed price works best when the scope and deliverables can be described clearly.

The advantage is budget certainty. The disadvantage is that changes outside the scope typically require an extra charge or a new estimate.

Hourly rate

An hourly rate is a good fit for smaller tasks, unclear details or ongoing development.

The advantage is flexibility. The disadvantage is less certainty about the total amount.

Neither model is best in every situation. The important thing is that it is clear what is billed and how changes are approved.

Why can two proposals be so different?

Two suppliers can both write “new website” on the front page of the proposal and still offer very different projects.

Compare:

• number of pages and templates
• custom design
• CMS
• content
• SEO
• integrations
• migration
• support
• revision rounds
• ownership
• hosting
• third-party licences

Compare scope — not only the total price.

12 questions to ask when comparing proposals

1. Which pages are included? Is there a fixed number, or is the proposal about templates?
2. Is the design custom or template-based? Both can be the right choice, but the work is different.
3. Who supplies the text and images? Content can be a significant part of the project.
4. Is a CMS included? And what can editors actually change?
5. What does “SEO included” mean? Have the deliverable described concretely.
6. Are integrations included? And which systems/data flows does this cover?
7. Who owns the source code? Also clarify repository access.
8. Who owns the domain and hosting? The business should know its access rights.
9. Which subscriptions and licences come on top? Consider the ongoing costs.
10. How many revision rounds are included? Design changes can affect the scope.
11. What happens after launch? Support, bug fixes and further development should be clear.
12. What do changes outside the scope cost? Know the process before the project starts.

Who owns the website after payment?

Ownership should be clarified in the agreement — not assumed based on the technology.

Ask about:

• source code
• CMS
• design files
• domain
• hosting
• analytics
• third-party accounts
• data

The supplier’s agreement should state these terms explicitly. Ownership rules vary between suppliers, so they should not be assumed from the technology or the headline price.

Where should you find current supplier prices?

This guide explains why website prices vary; it is not a list of current AS Web Solutions prices or a market-price survey. For supplier-specific starting prices, packages and the option to request a quote, use the current AS Web Solutions price overview. Check that page directly before making a budget decision, because prices and scope can change.

How do you create a realistic website budget?

Step 1: Define the goal

What should the website concretely help the business achieve?

Step 2: List the necessary pages

Distinguish between must-have pages at launch and content that can come later.

Step 3: Define must-have functionality

Forms, search, CMS, booking, integrations and other requirements should be described separately.

Step 4: Clarify content responsibility

Who writes, photographs, translates and uploads the content?

Step 5: Clarify CMS needs

Who needs to edit, and how often?

Step 6: Clarify integrations

Which systems should the website exchange data with?

Step 7: Separate must-have and nice-to-have

This makes it possible to reduce the scope without removing the purpose of the project.

Step 8: Request a scope-based proposal

The clearer the scope, the more meaningful the price comparison becomes.

Save in the right places — not just development hours

The budget can often be reduced by:

• using fewer unique layouts
• launching with fewer pages
• supplying finished content
• postponing advanced integrations
• reducing unnecessary animations
• reusing components
• starting with the necessary CMS models

These are worse places to save:

• mobile usability
• basic accessibility
• necessary security
• redirects during migration
• technical SEO foundation
• testing central forms and flows

When is the cheapest solution actually the right one?

The cheapest solution may be the right one if:

• the site is temporary
• the need is very simple
• the budget is limited
• the business is still validating the idea
• a standard template solves the task
• there are few pages and no special integrations

Custom development is not a goal in itself.

When does it make sense to invest more?

A larger scope may be relevant when:

• the website is central to the sales process
• brand and credibility are highly important
• organic visibility matters
• complex integrations are necessary
• the existing site limits the business
• the design needs to be clearly differentiated
• the solution needs to be extendable later
• a large amount of content requires better architecture

This is not a guarantee of ROI. These are situations where the quality of architecture, content and functionality has greater business significance.

Website or web app — when does the project change character?

If the solution requires:

• login
• user roles
• a database
• dashboards
• workflows
• user data
• complex integrations
• a customer portal

the project may no longer simply be a website.

It may be a custom web application. This difference explains why two projects that are both called “website” can have completely different scopes.

How to assess whether a proposal is realistic

Look for:

• clear scope
• included and excluded deliverables
• relevant technology choices
• timeline
• revision process
• payment model
• ownership
• support
• documentation
• handover

A small website does not need an enterprise architecture document. But the proposal should be precise enough that both parties understand what will actually be delivered.

What matters more than the lowest price?

Assess especially:

• whether the solution solves the specific task
• whether the business can maintain it
• whether the site works on mobile
• whether important pages can be found and understood by search engines
• whether the business has access to the necessary assets
• whether the solution can be extended
• whether the scope is clear
• whether the collaboration model fits the organisation

The short decision guide

The clearer the scope, the more meaningful a price proposal becomes. Start with pages, functionality, content, CMS needs and integrations rather than only asking for a total website price.

If you want to see concrete starting prices from AS Web Solutions, you can find the current price overview here. If the project has special requirements, the scope should be clarified before requesting a specific proposal.

FAQ

How much does it cost to have a website made?

There is no single reliable market price. The total depends on scope, design, content, CMS, integrations, SEO, migration and supplier model. Use the relevant supplier’s current pricing page for specific starting prices, then compare what is actually included.

What affects the price of a website?

Especially the number and type of pages, design, content, CMS, functionality, integrations, SEO, migration, multiple languages and the level of testing and customisation.

Why are some websites much cheaper than others?

Because they can reuse templates, standard features and ready-made platforms. A custom solution may require more design, development, integration and quality assurance.

Is WordPress cheaper than a custom website?

It can be cheaper for standardised needs because the CMS and many features already exist. For highly custom requirements, the cost depends on how much customisation is otherwise needed.

How much does a professional business website cost?

There is no single official Danish market price that applies to every professional business website. The most useful answer comes from a defined scope and a supplier-specific proposal that separates included work from ongoing costs. For AS Web Solutions’ current prices, use the current price overview.

What ongoing costs does a website have?

These may include hosting, domain, CMS, plugins, third-party services, support, maintenance, content and SEO. It depends on the technology and agreement.

Is hosting included in the website price?

That depends on the supplier and the proposal. Ask explicitly whether hosting, domain, backups and operations are included or billed separately.

Do I need to pay for maintenance?

Not necessarily as a fixed agreement, but all technical solutions require some form of operations and changes over time. Clarify who is responsible and how the work is billed.

Is a fixed price or hourly rate better?

A fixed price is strong when the scope is clear. An hourly rate provides flexibility for smaller tasks and ongoing development. The right model depends on how precisely the work can be defined.

What should a website proposal include?

At a minimum, a clear scope, pages/templates, design level, content responsibility, features, CMS, integrations, SEO, revision process, ownership, ongoing costs and what is not included.