How the estimate is built
Every project gets a base of discovery, setup and project management. Then hours are added for each part:
| Part | Assumed hours |
|---|---|
| Discovery, setup, project management | 8–14 base, plus 10% of build time |
| Page build | 1.5–2.5 per page (theme), 2.5–4 (page builder), 4–6 (fully custom) |
| Design | 4–8 (theme), 12–20 (page builder), 25–45 (custom) |
| Copywriting | none / 0.5–1 per page editing / 2–3.5 per page writing |
| Features | forms 3–6, blog 4–8, booking 6–12, shop 25–50 + 0.2 per product, member area 30–60, languages 15–30, integrations 10–25, migration 8–20, SEO/redirects 6–12, tracking 4–8, accessibility review 8–16 |
| Revisions and testing | 8–15% of build time per round |
The low and high figures give a range; the middle is shown as “typical”. These assumptions come from our own project experience with small business websites on WordPress and Shopify. Other teams estimate differently, which is exactly why quotes differ.
Using the estimate
- To budget: the range shows roughly what a project of this scope involves at a given rate.
- To compare quotes: a quote far below the low end usually means something is left out (content, SEO, tracking, testing) or a template with little customisation.
- To reduce cost: the drivers list shows what adds the most hours. Fewer page templates, supplied content and phasing features into later stages all help.
Plan the pages first with the Website Page Planner, and read how much a small business website should cost for typical price bands.
What is not included
Hosting, domain, premium plugins or apps, photography, branding and ongoing maintenance are separate costs. Budget for maintenance too; see what WordPress maintenance involves.