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Not sure if your website's working for you? Let's talk it through - coffee locally or a call, no time limit.
Most web designers won't put a price on their website. You fill in a form, someone books a "discovery call", and the number turns up a week later inside a proposal. I understand why. Every site is different. But it leaves you trying to budget for something with no idea whether it's two thousand dollars or twenty.
So here are mine. These are the prices I quote service businesses as at October 2026, all ex GST.
Everything I do is a flat project fee, not an hourly rate, so the number you're quoted is the number you pay.
There are two kinds of website I build, and the difference isn't quality. It's what the website is for.
A website people can trust. Five pages, words written for you. $3,200 + GST. This is for you if your work comes by referral. Somebody's been given your name, they look you up before they ring, and they need to find a business that clearly knows what it's doing. You're not trying to win Google, you just can't afford to look like you've given up.
A website built to be found. Fifteen pages. $3,900 + GST. A page for each of your services and a page for each area you work in. This is for you if you want Google and AI search bringing you enquiries, rather than waiting for the phone to ring because someone passed your name on.
Then the rest of it:
No lock-in contracts on any of it. If the care plan stops being worth it to you, you stop paying for it.
That's the whole range. Three thousand to just under four for almost every job I do. Bigger builds exist and I quote those properly instead of guessing, but if you're a service business wanting a website that actually works, you're looking at a number in that band.
When someone looks at $3,200 and thinks "it's five pages, how hard can it be", that's a fair question. Here's what's actually in it.
The writing. This is the part most people underestimate, and the part most quotes leave out. Someone has to work out what you do, who it's for, and why a stranger should ring you instead of the next result in Google, then say that in words that sound like you. If your quote says "client to supply content", that's you, at 9pm, staring at a blank page.
The design and build. Every site I build is drawn for the business it belongs to. I have a style, but your website shouldn't look like the last one I did, because you aren't the last client I had. Pages laid out so someone standing on a job site can find your number on their phone without zooming in, and built properly so the site loads fast and doesn't fall over when something updates.
The behind the scenes setup. Domain, hosting, security certificate, contact forms that actually land in the right inbox, Google Search Console, Google Analytics, and the basic search setup on every page (titles, descriptions, headings in the right order). None of it is visible. All of it is the difference between a website and a website that works.
If you're replacing an old site, there's also the job of making sure Google doesn't lose track of you. When I moved my own website to a new platform this year, I mapped every old page address to its new home before anything went live, so the pages that already ranked didn't turn into dead links. It's dull work, but skipping it is how a new website quietly loses the enquiries the old one was bringing in.
Nearly everyone braces themselves before asking what the extra pages will cost. A fifteen page website sounds like three times the work of a five page one.
Look at my own prices again. Five pages is $3,200. Fifteen pages is $3,900. Ten extra pages for seven hundred dollars.
That isn't me being generous. It's what they actually cost to make, the first five are the hard part.
Most of the money sits in the beginning, because that's where the thinking happens. The structure, the look, how a service page is built, how a location page is built. Once that exists and works, the tenth service page isn't a tenth of a website. It's the same template with different words in it. I still write every page properly and set each one up properly. I'm just not building the thing ten times over.
That matters, because pages are how you get found. One page cannot rank for everything you do. A page each for the things you actually want work in can.
Every page has to earn its place, though, and this is where it goes wrong for people. Each one needs its own reason to exist: a different service, a different question, a different person turning up with a different problem. Two pages saying roughly the same thing in slightly different words will do worse than one page saying it well, because nothing can tell which of them to show you.
I do this on my own site. There's a page for SEO and a separate page for AI search, because they're two different things people buy for two different reasons. Covering both on one page would have been easier and it would have been worse.
People want traffic to their homepage. It feels like the business, so it feels like the destination.
It usually isn't. Someone searching for the exact thing you do should land on the page about that exact thing, because that's where they decide. By the time somebody is reading your service page, they've stopped looking around and started working out whether to ring you. A homepage has to speak to everybody at once, which means it rarely speaks to anyone at the moment they're ready to act.
Worth remembering when you're weighing up whether the extra pages are worth it. They're not extra. They're the ones doing the work.
1. What the website needs to do. A site that explains what you do and gets people to call is one price. A site that takes bookings, gives an instant quote, or talks to your job management or accounting software is another. I've built an instant quote calculator for a deck restoration business and an inspection quote tool for a builder.
It's worth knowing why those cost what they do. I don't drop in an off the shelf widget. I build them, so the thing on your site is yours: your services, your options, your colours, behaving the way your business actually works. That takes time to build and longer to test properly, and that's where the money goes. They earn it back when they save you the phone calls, but they should be quoted as their own line rather than buried in a total.
2. What you're starting from. Starting with nothing is often the cheaper option, which surprises people. Inheriting someone else's build is where the hidden cost sits. I recently spent two days hunting for one heading on a client's home page, because whoever built it had buried the home page inside the theme files instead of making it a page. The site looked fine from the front. Nobody knew until someone tried to change it. That's why I look under the bonnet before I quote a refresh, not after.
3. How much there is to write. Not how many pages, as above, but how much genuinely different content they need. A builder with three services and one service area is a different job to an accounting firm with eight services, a team page and a compliance section, because every one of those needs something real to say.
What doesn't move the price much is how fancy it looks. It's what the site has to do, and how much of it there is to say, that cost money.
Whoever you get a quote from, here's what it should spell out.
A good quote tells you:
What it usually doesn't tell you is how you'll know if it worked. Most quotes describe the thing being built, not what you're paying for it to do.
Here's my rule. If someone can't give you a number, that's a reporting problem, and it's theirs, not yours. That goes for the price before you start and the results after. When I ran Facebook ads for a Brisbane electrician, I published every figure from the month: $907 of ad spend, 26 leads. I did it because nobody shows tradies a number, and they should. A website quote is no different. If the person quoting can't tell you what it costs, what's included, and how you'll know whether it's working, that tells you something.
If you'd like a rough figure for your own business before you speak to anyone, including me, I built a website cost estimator for exactly that. Answer a few questions about what you need and it gives you a ballpark in about a minute. No email needed, so nobody's going to chase you.
If your site is already up and you're wondering whether it needs a rebuild or just a proper tidy up, have a look at how a website refresh works. Plenty of sites don't need starting again. They need the broken parts fixed and the parts that work left alone.
And if you'd rather just talk it through, book a free chat. I'll tell you what I'd do, what it costs, and whether you need me at all.
