What Should a Website Quote Include? 12 Things to Check

01Start with the website's job

Define the most important action: request a quote, book an appointment, buy a product or contact your team. List the pages and features needed to support it. “Modern website” is too vague to price accurately. “A bilingual six-page service website with a quote form sent to our sales inbox” is a clearer starting point. Ask whether design is custom, template-based or a combination, and which mobile journeys will be tested.

02The 12-point website quote checklist

Use the same checklist for every proposal. Mark each item Included, Excluded or Needs clarification:

1. Pages and scope — exact page count, layouts and functionality.
2. Design — custom design, adapted template and mobile layouts.
3. Written content — research, copywriting, editing and who approves it.
4. Images and assets — photography, licences, product information and logos.
5. Languages — translation/localisation versus technical multilingual setup.
6. Integrations — bookings, payments, CRM, email forms and third-party fees.
7. SEO basics — page titles, metadata, indexing readiness and redirects where relevant.
8. Quality checks — mobile, forms, accessibility and agreed performance testing.
9. Security and privacy — access permissions, updates, backups, cookie/privacy responsibilities where applicable.
10. Revisions — included review rounds and the cost of later changes.
11. Ownership and handover — domain, hosting, accounts, site access and deliverable files.
12. Launch and support — deployment, analytics setup, fault-fixing period and recurring costs.

These are the 12 points to clarify, not a claim that every website package must include every service. Ask for important inclusions and exclusions in writing.

03Separate the build from the content

A proposal should state who prepares text, images and service or product details. Translations, image licences and extra languages should be priced clearly. Agree how feedback will be gathered. When several stakeholders review the site, nominate one person to send consolidated feedback. For example, a restaurant may supply menu information and photographs but still need copywriting, page organisation and a reservation connection.

04Check integrations and ongoing costs

If the website connects to bookings, payments or a CRM, confirm what is configured, who owns the connected accounts, who pays subscriptions and who tests the data flow. Separate the upfront fee from domain renewals, hosting, platform licences, maintenance and optional improvements. Ask what counts as a change request, what happens if a new page is added and whether applicable taxes are included.

05Agree what delivery and ownership mean

A useful quote lists stages, client inputs, payment milestones and conditions that may affect deadlines. Clarify who controls the domain, hosting and administrative accounts, whether source files can be handed over and what happens if the relationship ends. Before sign-off, confirm testing of forms, mobile usability and integrations. Ask which analytics and search settings are included and who fixes defects discovered after launch.

06Compare the first-year commitment

These amounts are hypothetical, exclude tax and are not Studio 17 prices. Proposal A initially looks €550 cheaper, but €300 for copy and €120 for booking setup narrow the first-year difference to €130. The lower price may still be the right choice; what matters is comparing equivalent work and responsibilities. Check renewal rates and fees for extra revisions too.

07An experienced perspective

One of the most useful questions to ask before signing is: “What exactly do you need from us, and by when?” Copy, photographs, approvals and access credentials can all affect delivery. Clear responsibilities prevent avoidable uncertainty; a promised launch date is meaningful only alongside those dependencies.

Clear responsibilities prevent avoidable uncertainty; a promised launch date is meaningful only alongside those dependencies.

Hugo Filipe

08The bottom line (summary)

A good quote should make it possible to understand what you are buying, what you will provide and what you will pay over time. Use the checklist above before choosing a provider. For a broader view of agency responsibilities, read our guide to what a marketing agency actually does. Planning a new site or replacing an unclear proposal? Discuss your website requirements with Studio 17.