How Much Does a Professional Web Designer Really Cost?

Young woman using a calculator at a kitchen table.

Breaking Down the True Price of Web Design Services for Small Business Owners

You’re ready to remake your website with the help of a professional web design agency, so I bet you’ve thought about or asked the question “What does the average website design cost?”
The actual answer is, “It depends” — and no one likes to hear that. It’s not very helpful for planning your web design project! But, there are so many options out there, and you kind of have to know what you’re going for in your website design before we can narrow down a cost.
Think about it this way: When you’re hungry, you can grab dinner from McDonald’s or you can spend the evening at a Michelin star restaurant. Both will give you food to fill your belly, but they’re addressing wildly different audiences and meeting very different needs.
Whether you’re building a simple informational site or a complex site with ecommerce functionality, the costs of web development services vary dramatically. The good news is that understanding the real cost of a web design doesn’t have to be confusing. Let’s break it down so you can plan your budget and avoid unwelcome surprises down the road.

What Affects the Cost of a New Website?

The cost of website design hinges on a number of factors, and just like in our food example above, the pricing model you choose affects the scope and scale of your costs.

Upfront Costs: The Foundation of Your Website

The initial cost of your website is typically the biggest investment, and it covers the fees web designers charge to create your site. This includes:

  • Branding: Established branding (logo, typography, color palette, etc.) will be used to match the design of your site to the existing company brand. If no branding exists yet, professional branding services should be considered, as solid branding is the cornerstone of all marketing efforts.
  • Website Design and Development: The design of your site is a major factor in cost. If you want a customized website with unique features tailored to your business, expect to pay more than you would for a simple, templated design from a basic website builder. (Michelin star vs. fast food, remember?) A website should be mobile-friendly, easy to navigate, and reflect your brand.
  • Copy: You’ll need well-written content that speaks to your audience. Sometimes content creation can be done in-house by a business owner, but hiring a professional copywriter is often the best way to achieve this.
  • Photography and Imagery: Good visuals are so important for making your site attractive. Professional photos can help your business stand out, especially if you’re offering products or services where quality visuals are important. Stock images can be a budget-friendly option, but custom photography will elevate your site and make it feel more personal and authentic.

These upfront costs can vary widely based on your goals. For example, a small service-based business might need a simple website or may choose to DIY some of these elements. A large retail business, on the other hand, may require advanced features from their online store or may prefer to outsource all of the work to professionals.
Another factor that can affect rates is the size of the web design agency you work with. Freelance web designers might charge less than a large, established firm. A smaller website design service, led by an experienced web designer, is usually the smartest, middle-of-the-road option.

Ongoing Costs

Once your website is live, there are a few recurring costs that keep your site running smoothly:

  • Domain Name: Your domain name (e.g., ) needs to be renewed every year.
  • Hosting: Hosting is a bit like renting. You have to pay a monthly fee for your little bit of real estate on the internet. You pick a hosting company and “rent” space on their servers for your website files to live. Just like rental properties, there are a huge variety of options available in terms of quality of hosting. You can find dirt cheap options that only cost a few dollars a month. Or you can pay hundreds of dollars for a more comprehensive solution. Not every site will require the same level of service, but in this case, “you get what you pay for” often rings true.
  • Software Licenses and Plugins: If your website uses specific software or third-party plugins, these may come with annual fees. For example, some WordPress plugins or themes require yearly updates or renewals for continued functionality.

Maintenance: Keeping Your Website Secure and Functional

Websites, like any other piece of technology, require ongoing maintenance to stay secure and functional. You may choose to handle updates to your own website yourself, but many business owners prefer to outsource this responsibility to a professional agency. This is where a Care Plan comes in.

A Care Plan is a bit like insurance for your website. It typically includes:

  • Security Updates: Keeping your site’s software up to date ensures it remains secure against threats.
  • Regular Backups: If something goes wrong on your site, a backup copy can be restored, limiting the damage.
  • Performance Monitoring: This ensures your site is loading fast and functioning smoothly for visitors.

While it might not seem like these costs are as important as the initial investment, they’re crucial for keeping your site in top shape and preventing problems in the future. Website maintenance affects everything from your site’s security features to your search engine optimization (SEO) efforts, so it’s important to include maintenance costs in your website development budget.

Hidden Costs to Consider

There are also some hidden costs in your website design project that might surprise you:

  • Legal Requirements: Depending on where you’re located, your website may need legal pages like Privacy Policies, Terms and Conditions, or Cookie Notices. These are especially important if you collect customer data or run an ecommerce site.
  • Website Accessibility: Making your website accessible is not only a legal requirement in some regions, but it’s also a good business choice. It’s estimated that in the USA, more than 25% of internet users have a disability. Prioritizing an accessible website ensures that people with varying abilities and disabilities are able to use your site. Examples of accessibility features include screen reader compatibility, color contrast, keyboard navigability, and proper HTML structure.

When It’s Done Right, Your Web Design Cost Is Worth Every Penny

Web design pricing can vary based on your specific needs, but understanding the full picture — including upfront, ongoing, and hidden costs — will help you plan and budget effectively.

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