{"id":27807,"date":"2026-03-10T10:56:59","date_gmt":"2026-03-10T09:56:59","guid":{"rendered":"https:\/\/www.mild.se\/why-are-the-price-differences-in-online-quotes-so-big\/"},"modified":"2026-03-11T09:37:44","modified_gmt":"2026-03-11T08:37:44","slug":"why-are-the-price-differences-in-online-quotes-so-big","status":"publish","type":"post","link":"https:\/\/www.mild.se\/en\/why-are-the-price-differences-in-online-quotes-so-big\/","title":{"rendered":"Why website quotes vary so much in price"},"content":{"rendered":"
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A while ago we wrote about what a new website can cost and what factors affect the price tag. Maybe you've read it, got the big picture and feel like it's time to get a bunch of quotes for a new site. But then comes the next step. The one that may feel even more confusing: comparing the quotes. Why do they really differ so much? Why do they look so similar on paper but so different on the last line? Is someone being dishonest? Has someone misunderstood? Or are you actually comparing completely different things without it showing?<\/p>\n<\/div><\/div><\/div>\n\n

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Take it easy. In this article, we'll figure out what's really behind the headlines in a web quote and how you can compare them in a way that makes it easier to make a wise decision. <\/p>\n<\/div><\/div><\/div>\n\n

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Similar quotes, completely different prices \u2013 why? <\/h2>\n<\/div><\/div><\/div>\n\n
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You've decided: it's going to be a new website. You contact a few agencies, have a couple of short meetings and leave the same brief. Suddenly the quotes start pouring into your inbox. Several. The same number of pages. And on paper they seem to describe roughly the same things: strategy, design, development and launch. <\/p>\n<\/div><\/div><\/div>\n\n

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Despite this, one quote lands at 65,000 kronor, another at 180,000 and a third at 420,000. Why is this really the case? The big problem is that behind the words in the quote \u2013 the ones that describe which services are included \u2013 lie many different meanings. <\/p>\n<\/div><\/div><\/div>\n\n

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Let's delve into some common words that can appear in web project quotes \u2013 and how different their meanings can be. It's about seven areas that create the big price differences. <\/p>\n<\/div><\/div><\/div>\n\n

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1. Strategy: the difference between what you want and what you need <\/h2>\n<\/div><\/div><\/div>\n\n
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The strategy phase is everything that happens before anyone draws a pixel or writes a line of code. It\u2019s where you set direction, prioritize, and decide what the website will do for the business\u2014not just what it will look like. It\u2019s also where the first (and often biggest) price difference occurs. <\/p>\n<\/div><\/div><\/div>\n\n

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Scenario A: The quick start-up meeting<\/h3>\n<\/div><\/div><\/div>\n\n
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The agency will book a 45\u201360 minute meeting. You will discuss the number of pages and features, and show some references you like. The agency will take your wishes and start producing. Within a couple of weeks you will see a first design proposal. Fast, efficient and absolutely correct if you have done your homework internally. This can be a good option if you already have a clear picture of what you want and mostly need a competent agency that will build what you have already decided. <\/p>\n<\/div><\/div><\/div>\n\n

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Scenario B: The exploratory strategy phase<\/h3>\n<\/div><\/div><\/div>\n\n
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The agency starts by understanding the business, the target groups and the goals. They look at the current situation: how is the site used today, where are you losing visitors, what is the target group looking for, what are the competitors doing? Based on this, they develop information architecture that can be compared to a map of which pages should be there, how they are connected and what role each page plays in the conversion. Often, simpler sketches of this, so-called wireframes, are also created, which are tested and adjusted before the design even begins. <\/p>\n<\/div><\/div><\/div>\n\n

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This approach takes longer and costs more, but reduces the risk of you building \"a nice-looking site\" that doesn't support your business.<\/p>\n<\/div><\/div><\/div>\n\n

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Scenario A is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
\n
    \n
  • You know what you need and want to have it built in a professional manner.<\/li>\n\n\n\n
  • Your business is relatively uncomplicated and the website should primarily function as a digital business card with contact options.<\/li>\n\n\n\n
  • The budget is tight and you want to spend money on what you see, rather than on the way there.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
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    Scenario B is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
    \n
      \n
    • The website should be a clear part of marketing and sales, not just there for the sake of it.<\/li>\n\n\n\n
    • You've updated your website before but didn't get the results you were hoping for. It might look good, but it didn't generate any leads. <\/li>\n\n\n\n
    • You have a complex target group, several different services\/products or a customer journey that extends over a longer period of time.<\/li>\n\n\n\n
    • You don't really know what your needs are and need help finding out.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
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      Questions to ask the agencies<\/h3>\n<\/div><\/div><\/div>\n\n
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      Now we have a little idea of \u200b\u200bhow big the difference can be between strategy and strategy. To help you compare quotes that include this item, we have collected some questions that you can ask the agencies in question to find out what is included in their price: <\/p>\n<\/div><\/div><\/div>\n\n

      \n
        \n
      • \"What exactly is included in the strategy phase? How many hours? Will we have any workshops? What deliverables?\" <\/em><\/li>\n\n\n\n
      • \"Is the page structure based on an analysis (target audience\/keywords\/customer journey) or on our wish list?\"<\/em><\/li>\n\n\n\n
      • \"Will you do a baseline analysis of our existing site before you start?\"<\/em><\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
        \n

        <\/p>\n<\/div><\/div><\/div>\n\n

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        2. Design: custom, unique or something in between?<\/h2>\n<\/div><\/div><\/div>\n\n
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        Design is one of the most used (and most ambiguous) terms in web design. It can mean anything from the agency in question changing the colors of a theme to redesigning every page from scratch. <\/p>\n<\/div><\/div><\/div>\n\n

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        Scenario A: Template-based design with customization<\/h3>\n<\/div><\/div><\/div>\n\n
        \n

        The agency starts from an existing theme or template where the layout, typography and basic functions are already in place. The brand is simply applied to it: logo, colors, fonts and images. Maybe the layout on the home page is adjusted. Maybe a couple of minor adjustments are made. <\/p>\n<\/div><\/div><\/div>\n\n

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        The result can grow quickly and be great. The disadvantage is that you can easily end up in a situation where your website looks like many others. It also means that you will probably have to live with the logic of the template. So, if you get the urge to make changes six months later, it can be tricky to implement without major adjustments. <\/p>\n<\/div><\/div><\/div>\n\n

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        Scenario B: Unique design with UX work<\/h3>\n<\/div><\/div><\/div>\n\n
        \n

        Instead, the design is based on your brand, your target audience and your goals. Each page type is designed with a specific purpose and sometimes several versions of key flows are designed to test what works best. This scenario often includes UX (User Experience) work: how does the visitor navigate? Where does the eye go? What happens on the mobile? Where should the CTAs (calls to action) be placed to reach the visitor at the right moment? <\/p>\n<\/div><\/div><\/div>\n\n

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        It takes longer, requires more iterations, and costs more. But the result is a website that not only looks like you, but is also designed to do what you need it to do. <\/p>\n<\/div><\/div><\/div>\n\n

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        Scenario C: Interim Parliament<\/h3>\n<\/div><\/div><\/div>\n\n
        \n

        Of course, there is a middle ground. And it's not that stupid. You can use a flexible framework and work modularly, but build the pages and visual experience based on your brand identity. This option provides both efficiency and a website that feels unique to you. <\/p>\n<\/div><\/div><\/div>\n\n

        \n

        Scenario A is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
        \n
          \n
        • You want a professional website quickly, at a predictable cost.<\/li>\n\n\n\n
        • Your business doesn't require advanced page types or unique interactions.<\/li>\n\n\n\n
        • You have a clear brand visually that makes even a template feel like \"you\".<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
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          Scenario B is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
          \n
            \n
          • The brand needs to stand out and the website is a big part of the experience.<\/li>\n\n\n\n
          • You want your website to differentiate you from your competitors, not make you more like them.<\/li>\n\n\n\n
          • You have complex flows (for example, a service that requires explanation, an e-commerce with many product categories, or a decision-making process with several steps).<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
            \n

            Scenario C is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
            \n
              \n
            • You want a website that feels unique, but don't have the need or budget to draw every pixel from scratch.<\/li>\n\n\n\n
            • You have some specific needs but can live with standard solutions in other areas.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
              \n

              Questions to ask the agencies<\/h3>\n<\/div><\/div><\/div>\n\n
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              So, how can you weigh one design item against another in the quotes you have in front of you? Well, ask the following questions to the agencies in question to get a clearer picture of what value you are getting for your money. <\/p>\n<\/div><\/div><\/div>\n\n

              \n
                \n
              • \u201cIs the design based on an existing template, or is it built from scratch? Or is it a combination?\u201d <\/em><\/li>\n\n\n\n
              • \u201cWhat does the design process look like step by step and how many rounds of revision are involved?\u201d<\/em><\/li>\n\n\n\n
              • \u201cDo you design based on conversion goals, or primarily based on visual expression?\u201d<\/em><\/li>\n\n\n\n
              • \u201cCan you show examples of projects in a similar price range to ours?\u201d<\/em><\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                \n

                <\/p>\n<\/div><\/div><\/div>\n\n

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                3. Development: what happens under the hood (and that no one thinks about until it doesn't work)<\/h2>\n<\/div><\/div><\/div>\n\n
                \n

                Of course, it doesn't matter how nice the design sketches you get delivered if no one can put them together into a working website. As a marketing manager or CEO, it's easy to think that the most important thing is that the site works, not how it's built. But what happens under the hood has more of an impact than you think. It determines how fast the website is (and thus how it performs in both conversion and SEO), how much ongoing maintenance is required, how easy it is to build on in the future and how robust it is from a security point of view. And this is where big price differences can hide. <\/p>\n<\/div><\/div><\/div>\n\n

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                Scenario A: Built quickly with existing tools<\/h3>\n<\/div><\/div><\/div>\n\n
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                The agency uses an established CMS (such as WordPress) with a ready-made theme and connects add-ons (plugins) to solve specific functions: contact forms, image galleries, SEO tools, speed optimization. It is quick to set up, requires fewer development hours and keeps costs down. <\/p>\n<\/div><\/div><\/div>\n\n

                \n

                But each add-on requires more. They need to be maintained, updated, and can potentially conflict with each other. And the more add-ons you make, the greater the risk that your site will become slow, vulnerable, or difficult to debug. It's a bit like building with Legos: fast and easy, but limited by the shape of the bricks. <\/p>\n<\/div><\/div><\/div>\n\n

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                Scenario B: More tailored with stable architecture<\/h3>\n<\/div><\/div><\/div>\n\n
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                The agency builds the website with cleaner, custom code. Features are built in rather than added with third-party tools. And the architecture is planned to handle both the specific needs you have and those you are likely to have in the future. <\/p>\n<\/div><\/div><\/div>\n\n

                \n

                It takes longer and requires more senior expertise. But you get a site that is faster (fewer external dependencies), more secure (smaller attack surface) and easier to build on (cleaner code base). You may not feel a huge difference from day one, but you will definitely notice it over time. Not least when you want to add new things. <\/p>\n<\/div><\/div><\/div>\n\n

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                Scenario A is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                \n
                  \n
                • You have a relatively simple site with standard features (information pages, contact form, blog).<\/li>\n\n\n\n
                • You are not planning advanced further development in the coming years.<\/li>\n\n\n\n
                • You have a limited budget and want to get started quickly.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                  \n

                  Scenario B is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                  \n
                    \n
                  • The website should handle complex functionality (e-commerce, integrations, personalization, multilingualism.)<\/li>\n\n\n\n
                  • You want to be able to build on without having to redo the foundation.<\/li>\n\n\n\n
                  • Performance and security are business-critical (for example, if you handle sensitive customer data or have high traffic).<\/li>\n\n\n\n
                  • You have experienced technical problems with a previous site and want to avoid ending up in the same situation again.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
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                    Questions to ask the agencies<\/h3>\n<\/div><\/div><\/div>\n\n
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                    We get it. It can be difficult to compare development positions as a non-techie. So of course we have developed some questions that can be helpful here too. <\/p>\n<\/div><\/div><\/div>\n\n

                    \n
                      \n
                    • \"What does the technical architecture look like? Can you explain in non-technical terms?\" <\/em><\/li>\n\n\n\n
                    • \u201cHow many third-party add-ons do you rely on and what happens if one of them stops being maintained?\u201d<\/em><\/li>\n\n\n\n
                    • \u201cIf we want to build further in a year \u2013 how flexible is the solution?\u201d<\/em><\/li>\n\n\n\n
                    • \u201cHow do you handle security updates and technical maintenance after launch?\u201d<\/em><\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                      \n

                      <\/p>\n<\/div><\/div><\/div>\n\n

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                      4. Content: what everyone knows is important (but is still forgotten)<\/h2>\n<\/div><\/div><\/div>\n\n
                      \n

                      Technology and design are all well and good, but your website is nothing without content. It's the texts, images and videos that are actually supposed to convince the visitor to take action. And it's often because of this that web projects are delayed, more expensive than planned or don't deliver the results hoped for. <\/p>\n<\/div><\/div><\/div>\n\n

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                      Scenario A: You deliver the content<\/h3>\n<\/div><\/div><\/div>\n\n
                      \n

                      The agency builds the structure with placeholders and you fill it in. If you have a good writer in-house, good imagery and know what you want to say, this approach can work great. But most organizations underestimate how much time and effort it takes to produce good web content. The texts end up last on someone\u2019s very long to-do list. The images are collected under time pressure from a generic stock photo gallery. And suddenly you have a Ferrari without gas \u2013 a technically flawless, beautifully designed website that says nothing. <\/p>\n<\/div><\/div><\/div>\n\n

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                      Scenario B: Content as part of the delivery<\/h3>\n<\/div><\/div><\/div>\n\n
                      \n

                      The agency involves a copywriter and possibly a photographer or video producer early in the process. The texts are written based on a clear strategy with the target audience, search behavior and conversion goals as a starting point. And images are produced to support the message. The result? A website where the content serves a purpose, not gaps in a template. <\/p>\n<\/div><\/div><\/div>\n\n

                      \n

                      Scenario C: Hybrid<\/h3>\n<\/div><\/div><\/div>\n\n
                      \n

                      Hooray! Of course, there is a wise middle ground: the agency takes responsibility for strategic key content such as the homepage, service pages and the most important landing pages, while you produce secondary content such as blog posts, simpler subpages or news yourself. The agency can also deliver a tonality guide or writing templates so that everything produced feels uniform, regardless of who writes. <\/p>\n<\/div><\/div><\/div>\n\n

                      \n

                      Scenario A is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                      \n
                        \n
                      • You have a person internally who is good at writing, and who actually has time set aside to do so.<\/li>\n\n\n\n
                      • You have existing content that is good and mostly needs to be updated.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
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                        Scenario B is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                        \n
                          \n
                        • You know that you don't have the resources internally to produce on time, with the right quality.<\/li>\n\n\n\n
                        • Website texts are a central part of the customer experience (for example, if you sell complex services that need to be explained in detail).<\/li>\n\n\n\n
                        • SEO is important to you, and you want the texts to be optimized.<\/li>\n\n\n\n
                        • You've experienced before that the content became the weak link in an otherwise good web project.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
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                          Scenario C is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                          \n
                            \n
                          • You want professional key content but have the capacity to produce the ongoing material yourself.<\/li>\n\n\n\n
                          • You want to keep costs down but not skimp on the most important aspects.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                            \n

                            Questions to ask the agencies<\/h3>\n<\/div><\/div><\/div>\n\n
                            \n

                            Ask these questions to agencies when comparing quotes with the \u201ccontent\u201d item: <\/p>\n<\/div><\/div><\/div>\n\n

                            \n
                              \n
                            • \"Is content production included (copy, image, possibly video)?\"<\/em><\/li>\n\n\n\n
                            • \"How do we ensure that content matches design and strategy?\"<\/em><\/li>\n\n\n\n
                            • \"What happens if we don't deliver the content on time? How does that affect the schedule?\"<\/em><\/li>\n\n\n\n
                            • \"Can you help us with the most important pages, even if we produce the rest ourselves?\"<\/em><\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                              \n

                              5. SEO: built-in or added on afterwards<\/h2>\n<\/div><\/div><\/div>\n\n
                              \n

                              SEO (search engine optimization) can be described as the art of being visible when your target audience is actively searching for what you offer. And there is a crucial difference between a website that is online and one that is visible online. This can be a hygiene item, or a strategic part of the structure. Two agencies can therefore both write \u201cSEO work\u201d in their quotes \u2013 but mean completely different things. <\/p>\n<\/div><\/div><\/div>\n\n

                              \n

                              Scenario A: Basic SEO Hygiene<\/h3>\n<\/div><\/div><\/div>\n\n
                              \n

                              The agency makes sure that the site is indexed correctly by Google, that meta titles and meta descriptions are in place, that images have alt texts, and that the site is mobile-friendly. It's a bit like building a house with a front door: basic and necessary, but no guarantee that anyone will find it. <\/p>\n<\/div><\/div><\/div>\n\n

                              \n

                              Scenario B: SEO as a strategic basis<\/h3>\n<\/div><\/div><\/div>\n\n
                              \n

                              Before a single page is designed, a keyword analysis is done where the agency checks which keywords your target audience is actually using. The page structure is then based on that analysis. URLs, headings and internal linking are planned. The content is written with search intent in mind \u2013 that is, what the user wants to achieve with their search, not just what words they type. Technical SEO is also taken into account: loading time, structured data (schema markup \u2013 code that helps Google understand what the page is about), Core Web Vitals and sitemap. <\/p>\n<\/div><\/div><\/div>\n\n

                              \n

                              This work is not always visible in the finished site, but it is hugely noticeable in the search results. A website built with SEO as a foundation has a completely different starting point than one that has been \"SEO-adapted\" afterwards. It's a bit like drawing in the electrical outlets in the house plan. It gives a better result and costs less than running new wires in a finished wall. <\/p>\n<\/div><\/div><\/div>\n\n

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                              Scenario A is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                              \n
                                \n
                              • Organic search traffic is not your primary customer source (for example, if you get most of your leads through recommendations, networks, or paid advertising.)<\/li>\n\n\n\n
                              • You plan to do a separate SEO project after launch.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                \n

                                Scenario B is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                                \n
                                  \n
                                • You want the website to generate leads organically, without you paying for every click.<\/li>\n\n\n\n
                                • You operate in an industry with clear search behavior, where potential customers Google before making contact.<\/li>\n\n\n\n
                                • You have tried advertising but want to build a more sustainable traffic source in the long term.<\/li>\n\n\n\n
                                • Your existing site is ranking poorly and you want the new website to be a fresh start, not a repeat.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                  \n

                                  Questions to ask the agencies<\/h3>\n<\/div><\/div><\/div>\n\n
                                  \n

                                  Maybe you're sitting with a bunch of quotes that all have SEO work as an item, but with completely different price tags? Then ask these questions to the agencies in question: <\/p>\n<\/div><\/div><\/div>\n\n

                                  \n
                                    \n
                                  • \"What level of SEO is involved \u2013 basic hygiene or strategic work?\"<\/li>\n\n\n\n
                                  • \"Is the page structure based on a keyword analysis?\"<\/li>\n\n\n\n
                                  • \"How do you ensure that we don't lose existing organic traffic when switching to a new site?\"<\/li>\n\n\n\n
                                  • \"Is technical SEO included (loading time, structured data, sitemap)?\"<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                    \n

                                    <\/p>\n<\/div><\/div><\/div>\n\n

                                    \n

                                    6. Integrations: where complexity (and price) often runs away<\/h2>\n<\/div><\/div><\/div>\n\n
                                    \n

                                    Integrations can range from a plugin to a custom connector that does exactly what you need. The price difference here can be quite large, especially at the higher end. And quotes can be very misleading, as \"CRM integration\" can mean very different things. <\/p>\n<\/div><\/div><\/div>\n\n

                                    \n

                                    Scenario A: Standard connection<\/h3>\n<\/div><\/div><\/div>\n\n
                                    \n

                                    The agency installs an existing plugin that connects the website to your system. For example, a HubSpot plugin for WordPress that syncs the form to your CRM. It's fast, inexpensive, and works, within the plugin's parameters. But you get what the plugin offers, nothing more, nothing less. If you want custom fields, specific feeds, or sync data in both directions, the standard connection probably won't be enough. <\/p>\n<\/div><\/div><\/div>\n\n

                                    \n

                                    Scenario B: Customized integration<\/h3>\n<\/div><\/div><\/div>\n\n
                                    \n

                                    The agency builds a custom connection between the website and your system via an API (Application Programming Interface \u2013 an interface that allows systems to communicate with each other). This gives you full control: you decide exactly what data is sent, how it is structured and what happens at each step. It takes longer, requires more technical expertise and costs more. But it provides a connection that does exactly what you need. And above all, one that can be expanded. <\/p>\n<\/div><\/div><\/div>\n\n

                                    \n

                                    Scenario A is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                                    \n
                                      \n
                                    • You have one or two external systems that need to be connected to the site.<\/li>\n\n\n\n
                                    • The needs are standardized (for example, \"send form data to CRM\" or \"show products from the e-commerce platform\").<\/li>\n\n\n\n
                                    • The systems you use have well-established extensions and connections.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                      \n

                                      Scenario B is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                                      \n
                                        \n
                                      • The website should be deeply connected to your business system (real-time inventory, price updates, customer-specific pricing).<\/li>\n\n\n\n
                                      • You have a complex sales process where data needs to flow between multiple systems automatically.<\/li>\n\n\n\n
                                      • You want to personalize the website experience based on data from CRM or other systems.<\/li>\n\n\n\n
                                      • You have unique requirements that standard add-ons don't cover.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                        \n

                                        Questions to ask the agencies<\/h3>\n<\/div><\/div><\/div>\n\n
                                        \n

                                        Here are a few questions you can ask the agencies that have sent quotes when evaluating which type of integration solution is most valuable to you.<\/p>\n<\/div><\/div><\/div>\n\n

                                        \n
                                          \n
                                        • \"What integrations are included and how are they built? Do you use standard extensions or custom ones?\"<\/em><\/li>\n\n\n\n
                                        • \"What happens if the external system is updated? Will the connection hold?\"<\/em><\/li>\n\n\n\n
                                        • \"Can we add more integrations in the future without rebuilding?\"<\/em><\/li>\n\n\n\n
                                        • \"Who is responsible for troubleshooting if the integration stops working?\"<\/em><\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                          \n

                                          <\/p>\n<\/div><\/div><\/div>\n\n

                                          \n

                                          7. After launch: end point or starting point?<\/h2>\n<\/div><\/div><\/div>\n\n
                                          \n

                                          A website is not finished when it goes live. That's when it really starts to get tested. When real visitors use it, you see what works, what doesn't work, and what needs to be adjusted. Despite that, it's rarely clear in the quote what happens after the site goes live. <\/p>\n<\/div><\/div><\/div>\n\n

                                          \n

                                          Does the agency see the launch as the end point of the project or as the starting point for optimization, further development and long-term management? It is a crucial difference that often explains why two seemingly similar quotes end up with such different prices. <\/p>\n<\/div><\/div><\/div>\n\n

                                          \n

                                          Scenario A: Launch = handover<\/h3>\n<\/div><\/div><\/div>\n\n
                                          \n

                                          The agency delivers the site, you approve it, it launches. And then the rest is up to you. There may be a short period of bug fixes if something is clearly not working. But after that? If you want to change something, you either need to do it yourself or pay by the hour. If you have the internal capacity to manage the site, it can of course work. But it requires that you know what you are doing, that you have someone who can handle updates and that you have a plan for what happens if something breaks. <\/p>\n<\/div><\/div><\/div>\n\n

                                          \n

                                          Scenario B: Launch = starting shot<\/h3>\n<\/div><\/div><\/div>\n\n
                                          \n

                                          The agency sees the launch as the moment when the real work begins. Now, for the first time, you can see how real visitors behave on the site. What do they click on? Where do they leave? Which pages convert and which don't? <\/p>\n<\/div><\/div><\/div>\n\n

                                          \n

                                          This scenario often includes a post-launch phase where the agency analyzes behavioral data, adjusts CTA placements, optimizes underperforming pages, and ensures that everything technically works as it should under real-world load. This often transitions into an ongoing management agreement with regular technical updates, security monitoring, and access to support. <\/p>\n<\/div><\/div><\/div>\n\n

                                          \n

                                          Scenario A is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                                          \n
                                            \n
                                          • You have an internal web developer or technology resource who can take over.<\/li>\n\n\n\n
                                          • The site is relatively simple and no continuous optimization is required.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                            \n

                                            Scenario B is suitable if:<\/h4>\n<\/div><\/div><\/div>\n\n
                                            \n
                                              \n
                                            • The website is business-critical and you cannot afford downtime or problems that no one fixes.<\/li>\n\n\n\n
                                            • You want to be able to optimize based on real data, not gut feeling.<\/li>\n\n\n\n
                                            • You lack technical expertise and need someone to ask questions.<\/li>\n\n\n\n
                                            • You see the website as a living platform to be developed, rather than a completed one-off project.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                              \n

                                              Questions to ask the agencies<\/h3>\n<\/div><\/div><\/div>\n\n
                                              \n

                                              So, how are you supposed to find out what's going on at the different agencies once the website is launched? Ask questions, of course. We've gathered some to help you in the difficult world of comparison: <\/p>\n<\/div><\/div><\/div>\n\n

                                              \n
                                                \n
                                              • \"What exactly happens after launch? Is support included, and if so, for how long?\"<\/em><\/li>\n\n\n\n
                                              • \"What does a management agreement look like? What does it cover and how much does it cost?\"<\/em><\/li>\n\n\n\n
                                              • \"Who is responsible for security updates and technical maintenance after launch?\"<\/em><\/li>\n\n\n\n
                                              • \"If we want to make changes or further develop, how does it work in practice?\"<\/em><\/li>\n\n\n\n
                                              • \u201cWhat happens if we want to change agencies after launch \u2013 do we own the code and design?\u201d<\/em> (Note: If the answer to this question is no, you should question it).<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                                \n

                                                Price levels<\/h2>\n<\/div><\/div><\/div>\n\n
                                                \n

                                                Okay, now we have a pretty good idea of \u200b\u200bwhat different items can make one quote stand out from another. But we get it, you want numbers. And of course we\u2019ll give you that. Here\u2019s an honest overview of different price ranges and what they typically mean in practice: <\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                SEK 30,000\u201380,000: Simple business website<\/h3>\n<\/div><\/div><\/div>\n\n
                                                \n

                                                This usually includes:<\/strong>
                                                You get a beautiful, functional website based on an existing template or a ready-made theme. Often 5\u201310 pages, with mobile adaptation and basic SEO hygiene. The content is usually produced by you. <\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                This is rarely included:<\/strong>
                                                You probably won't get strategy work, unique design, custom integrations, or post-launch support (beyond simple bug fixes).<\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                Suitable for you as:<\/strong>
                                                Go for this if you need a professional digital presence but have simple needs, a limited budget, and the capacity to contribute content and ongoing maintenance internally.<\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                SEK 150,000\u2013350,000: Well-designed website<\/h3>\n<\/div><\/div><\/div>\n\n
                                                \n

                                                This usually includes:<\/strong>
                                                For this money you often get a clearer strategy phase with target audience understanding and well-thought-out information architecture. The design is unique or semi-unique and built around your brand. The technical foundation is more stable and the structure is often SEO-friendly from the start. Some content production and post-launch support may be included. <\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                This is rarely included:<\/strong>
                                                You probably won't get advanced, customized integrations, full-scale e-commerce, or large-scale content work with film and photography.<\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                Suitable for you as:<\/strong>
                                                Perfect if you want the website to be an active part of marketing and sales, and have needs that go beyond the basics \u2013 but without requiring a completely customized platform.<\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                SEK 350,000\u2013800,000+: Advanced digital platform<\/h3>\n<\/div><\/div><\/div>\n\n
                                                \n

                                                This usually includes:<\/strong>
                                                Expect extensive strategy and UX work, technical architecture and more customized development. Integrations with CRM, ERP or other platforms are also usually included in this range. A full SEO strategy is usually included, as part of the foundation. You will probably also get content production, testing and a clear plan for management and further development after launch. <\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                This is rarely included:<\/strong><\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                In this range, you can get most things, but make sure that needs and goals are properly defined to avoid the project becoming larger (and more expensive) than necessary.<\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                Suitable for you as:<\/strong>
                                                This is the level for those of you who have complex needs, high growth ambitions, multiple systems that need to interact, or a mission-critical digital presence where performance, security, and scalability are non-negotiable.<\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                How to compare quotes in practice<\/h2>\n<\/div><\/div><\/div>\n\n
                                                \n

                                                Now you understand why quotes can look the same but end up with completely different amounts. But how do you actually compare them wisely? <\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                Step 1: Break down the quotes item by item<\/h3>\n<\/div><\/div><\/div>\n\n
                                                \n

                                                Create a simple excel sheet where you column the items straight up and down so you have a clear overview. Write down exactly what is included under each heading. How many hours? What deliverables? Workshops? Wireframes? Content? Support? <\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                The point is to make the differences visible. When you put them side by side, it often becomes clear why the price differs. One quote may be cheaper for the simple reason that it includes fewer things. Another may be more expensive because it includes elements that reduce risk or create long-term value. <\/p>\n<\/div><\/div><\/div>\n\n

                                                \n

                                                Step 2: Ask about what is not in the quote<\/h3>\n<\/div><\/div><\/div>\n\n
                                                \n

                                                The most important thing in a quote is often what is missing. In order to fill out your sheet with what is included in each item, from each agency, you need answers to things like: <\/p>\n<\/div><\/div><\/div>\n\n

                                                \n
                                                  \n
                                                • \u201cWhat\u2019s not included?\u201d<\/em> (This forces the agency to be transparent)<\/li>\n\n\n\n
                                                • \"What happens if we need to change the scope during the project?\"<\/em> (It almost always happens)<\/li>\n\n\n\n
                                                • \"What skills are in the team?\"<\/em> <\/li>\n\n\n\n
                                                • \"Who owns the code and design?\"<\/em> (The answer should be you)<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                                  \n

                                                  Step 3: Think three years ahead<\/h3>\n<\/div><\/div><\/div>\n\n
                                                  \n

                                                  A website typically lives for three to five years, so ask yourself: <\/p>\n<\/div><\/div><\/div>\n\n

                                                  \n
                                                    \n
                                                  • Can we build further without being dependent on this particular agency?<\/li>\n\n\n\n
                                                  • Is the technology sustainable or are we building in problems that will cost more to solve in the future?<\/li>\n\n\n\n
                                                  • Can the site grow with us?<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
                                                    \n

                                                    Remember that the cheapest quote today may become the most expensive solution in a few years.<\/p>\n<\/div><\/div><\/div>\n\n

                                                    \n

                                                    Step 4: Listen to how the agency talks about your deal<\/h3>\n<\/div><\/div><\/div>\n\n
                                                    \n

                                                    This is subtle but revealing. An agency that primarily talks about technology, features, and page count sees the web as a one-time construction project. An agency that asks about your business goals, your customers, and what the website will accomplish sees it as an investment. Both can build a great website. But one is likely to build one that drives your business forward. <\/p>\n<\/div><\/div><\/div>\n\n

                                                    \n

                                                    Three things to bring with you<\/h2>\n<\/div><\/div><\/div>\n\n
                                                    \n

                                                    1. It's not just about the most expensive or the cheapest<\/strong>
                                                    There are good solutions in all price ranges. The important thing is to understand where you are, what you actually need, and what you get for your money. An oversized website can be just as bad as an inadequate solution. <\/p>\n<\/div><\/div><\/div>\n\n

                                                    \n

                                                    2. A quote is the beginning of a dialogue<\/strong>
                                                    A reputable agency should be able to explain what is included, what is not included and why. If the answers are unclear or evasive, it is often more revealing than the price itself. <\/p>\n<\/div><\/div><\/div>\n\n

                                                    \n

                                                    3. Think investment, not cost.<\/strong>
                                                    A website that generates leads, converts visitors, and supports your business every day is not an expense, but an asset. The crucial question is therefore not just what it costs, but what value it creates over time. <\/p>\n<\/div><\/div><\/div>\n\n

                                                    \n

                                                    Would you like help comparing quotes?<\/h2>\n<\/div><\/div><\/div>\n\n
                                                    \n

                                                    We know this can feel overwhelming. And we don\u2019t want to pretend that pricing a website is easy, because it\u2019s not. But it doesn\u2019t have to be overwhelming either. We\u2019re happy to help you \u2013 whether you have quotes in front of you and need a sounding board, or if you\u2019re still in the thinking phase. <\/p>\n<\/div><\/div><\/div>\n\n

                                                    \n

                                                    Get in touch and we'll talk about your needs and help you understand which level actually matches your situation. Absolutely no pressure to buy. <\/p>\n<\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"

                                                    A quote of 65,000 and one of 420,000 may look almost identical on paper. Here we figure out what’s actually behind the headlines and how to compare in a smart way. <\/p>\n","protected":false},"author":1,"featured_media":27819,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[222],"tags":[],"class_list":["post-27807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insikter-fran-branschen-en"],"acf":[],"yoast_head":"\nWhy are the price differences in online quotes so big?<\/title>\n<meta name=\"description\" content=\"A quote of 65,000 and one of 420,000 may look almost identical on paper. 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