How much should I pay for a website?

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Websites can really vary in price. We have seen advisory firms pay anywhere from nothing (or nearly nothing) to in excess of $50,000. How much a website costs depends on a variety of factors including:

  • Is the website custom coded or coded based on a template? Custom coding adds a lot of time and, as a result, a lot of expense.
  • Is the website custom designed or designed based on a template? Custom design adds a lot of time and, as a result, a lot of expense. 
  • Can you take your website with you to other hosting providers? If you can take your website from one host to another (such as a WordPress site), usually the website will be more expensive. If it is a captive host such as Advisor Websites or Squarespace, you will usually pay less since the provider is guaranteed revenue as long as you keep the website active.
  • How much consultation will the web service provide? If they have a process that is well thought out and they provide recommendations, the website will cost more. If they expect you to lead the relationship, the site will cost less.
  • Do they provide copywriting services? We have rarely come across a website provider that offers copywriting, but if they do, you can expect it to be expensive.
  • How many add-ons or integrations will you need? The more you add on, the more you can expect to pay. 

Below are some providers in different price ranges. Please note that all websites will have a monthly subscription or hosting fee, which is not included in the prices below.

Nearly Free

Inexpensive (less than $5,000)

Mid-price ($5,000 to $15,000)

Expensive (more than $15,000)

When making a decision about how much to pay for a website, take into consideration how much a website plays into your marketing strategy. If it will be used simply as a tool for prospects to research your company, a less expensive site is probably appropriate. If you want a top-notch site, don't skimp on price. Generally, you get what you pay for.