"How much does a website cost?" is the most common question we hear, and the most badly answered. The honest reply is a range, but a useful reply explains what moves you along that range, and what you should refuse to pay for. Here's the real picture for 2026.
The four price tiers
Broadly, you're choosing between four options: a DIY template (£0, £200/yr), a freelancer (£500, £3,000), an agency on an hourly or retainer model (£5,000, £30,000+), and a fixed-price studio (a defined scope for a defined number). Each buys something different, and the most expensive option is rarely the best value for a small business.
What actually drives the price
- Scope, a one-page site versus a 30-page site with a CMS is a different project entirely.
- Design, a template refit costs a fraction of bespoke, distinctive design.
- Functionality, booking, e-commerce or custom integrations add real engineering.
- SEO foundation, done properly from the start, or bolted on later at greater cost.
Notice what isn't on that list: the agency's office, account managers, or open-ended "discovery" months. Those inflate the invoice without improving your site.
Why fixed pricing wins for small businesses
Hourly billing punishes you for the agency's inefficiency and leaves you unable to budget. A fixed price, agreed in writing before work starts, flips the incentive: the studio is now motivated to work efficiently, and you know the number on day zero. It's why our packages are priced as Quick Refresh (£990), Full Rebuild (£2,500) and Growth Partner (£4,500) rather than "it depends".
What you should always get for your money
Whatever you pay, insist on: mobile-first design, a fast modern build, a complete SEO foundation, an editable CMS, and full ownership of everything at handover. If a quote omits these, it isn't cheaper, it's incomplete.
The cheapest way to decide
Before you spend anything, get a free audit of your current site. It tells you whether you need a refresh or a full rebuild, and stops you overpaying for work you don't need.