Count the work behind the pages
A page built from approved copy, supplied photographs and an existing layout is different from one that needs customer research, interviews, original writing and custom functionality. The number of URLs does not reveal those differences.
Consider two hypothetical businesses. One needs a straightforward service website with a single enquiry form. Another needs the same number of pages plus online bookings, multiple staff calendars, automated confirmations and a connection to an existing customer system. The visible page count is similar. The delivery work and ongoing responsibilities are not.
Separate templates from individual pages
A template is a reusable layout, such as a service page, article or project case study. A website with many pages may use a small number of well-designed templates. A smaller site may need several distinctive layouts and interactions.
Ask how many unique templates are included, which sections your team can edit and how new pages will be created later. This makes it easier to understand both the initial quote and the effort required to expand the website.
Clarify who creates the content
Content is often the biggest hidden difference between proposals. Check whether the price includes writing, editing, photography, image licensing, product entry and migration of existing material. If your team supplies these, agree on the format and deadlines.
“SEO included” also needs a definition. It might mean basic titles and descriptions, or it might include search research, page planning, technical checks, redirects and measurement. Ask for the deliverables rather than relying on the label.
Understand the technical responsibilities
Integrations require more than adding a button. Someone must define how information moves, handle errors, test realistic scenarios and maintain the connection. Accessibility, mobile layouts, form delivery, performance and browser testing also take time.
If you are replacing an established site, ask how existing URLs, useful content and analytics will be handled. A migration plan should identify what stays, what changes and how people reach the right page after launch.
Compare the full ownership cost
Separate the one-off build from ongoing hosting, licences, maintenance and support. Ask who owns the domain, files and accounts, what access you receive, and how you would move the site if your circumstances changed. A low starting price can be difficult to compare when essential services are listed elsewhere.
Check what happens after launch: the handover process, training, support period, correction of defects and the cost of further changes. Get these points written into the proposal so both sides have the same expectations.
Use a like-for-like proposal checklist
- Business goals and target customers.
- Page list, unique templates and content responsibilities.
- Features, integrations and third-party fees.
- Search, migration, accessibility and testing deliverables.
- Feedback rounds, approval process and change requests.
- Ownership, handover, support and recurring costs.
Use page count as one line in the scope, then compare the quality and extent of the work around it. If you are still defining that scope, begin with a clear website brief. You can also review our website investment guide before starting a conversation.