How much does a website cost and what do you pay for?
The short answer is: It depends.
Both startups and established companies often ask the question “How much does a website cost?”
The answer is not straightforward, for website price in Denmark ranges widely. As a business owner, it's important to understand what you're really paying for when investing in a new website and how to get the most out of your investment. In this guide, we go into depth about why different price levels cost, what they do, what considerations lie behind a low, medium or high price for a website, as well as how to choose the right one based on your needs and business goals.
The price depends on many factors, from design and functionality to strategy and maintenance. You can choose everything from an inexpensive standard solution to a customized website with specially developed features. We will review these topics step by step in the following so that you can better assess what level makes sense for your business.
Why does the price of a website vary?
The price of a website varies because each project is different. Here are some of the most important factors that influence what a website costs:
- Scope and complexity:
The number of pages, features and custom customizations come into play. A simple presentation page is cheaper than a comprehensive web portal or webshop with many subpages and advanced features.
- Design and user experience:
A unique design tailored to your company's brand requires more resources than using a ready-made template. The more time spent on graphics, layout and user journey (UX), the higher the price will be.
- Functionality and integrations:
Do you need special features (e.g. booking system, member login, advanced forms) or integration with other systems (CRM, newsletter, payment? Custom development and integrations drive up the price as they require extra development time and testing.
- Content and SEO:
Should the agency or designer help with writing texts, taking pictures or SEO optimizing the page? Professional content and SEO optimization is valuable, but it consumes time and resources, and is reflected in the price.
- Maintenance and Support:
Some solutions include setting up security, continuous updates, backups, as well as post-launch support. If you expect help and operational support, it will often be factored into the price (or come as a separate deal).
- Hosting and domain:
Although these are small amounts in the total budget, you have to factor in the cost of domain name and web hosting. These are typically relatively low, but are included in the total cost of running the website.
These elements mean that two projects never cost exactly the same. A cheap solution typically cuts corners somewhere, perhaps reusing design templates or omitting certain services.
Conversely, a more expensive solution will often involve more strategic work, higher levels of service and a tailored approach. Let's take a closer look at what this means in concrete terms at different price levels.
Cheap Website vs. Bespoke Solution: Understand the Pricing Levels
Inexpensive solution (low cost website):
At the low end (often less than DKK 10,000 and sometimes as low as a few thousand), one typically finds standardized websites. It can be a simple page built on a template in WordPress or via another builder.
You get a basic website that usually solves the most basic needs: presentation of your business, contact information and maybe a single contact form.
The price is low because the supplier spends limited time, there is minimal advice, limited unique design and often no advanced features. A cheap website can be great for a brand new business or a small budget, but there are typically limitations in flexibility and opportunities to expand.
Also be aware that some cheap “package deals” are actually subscription solutions with binding. You might only pay a small amount upfront, but tie yourself to monthly payments to keep the page. It can end up costing more in the long run if you don't read the fine print.
Mid-range solution (balanced price):
In the middle segment (about DKK 10,000—30,000), most professional websites for small and medium-sized businesses are located. Here you pay for some level of bespoke design and functionality, but without it running up the luxury class.
Typically, a web designer or smaller agency in this price range will offer a process where they listen to your needs, draw up a nice unique design (often based on a flexible theme or builder), provide basic SEO optimization, and maybe help with initial content. You'll get more strategy and advice in the package, such as input on structure, call-to-action placements, and how the site can convert customers.
In terms of resources, more hours are devoted to your project than with a rock-bottom solution, which can be seen in the final result. For many companies, this mid-price solution is a good balance between price and quality: the website will appear professional and trustworthy without breaking the budget. Moreover, as a rule, you have full ownership of the site (you can host it yourself) and you avoid expensive subscriptions and binding periods.
Tailor-made premium solution (high price):
At the upper end of the scale (from about DKK 30,000 and up, many projects can cost DKK 50,000-100,000+ depending on scope), you get the total bespoke package. Such an investment means that a dedicated team (or a highly experienced specialist) works closely with you to build a unique site from scratch.
Here you pay for extensive strategy, research and a unique design created specifically for your target audience. This can include in-depth advice on digital strategy, user surveys, multiple design rounds, animations, configurator and custom-developed functionality if your business has special needs (e.g. customer login, complex web shop, stellar design, or integration with your internal system).
The development time is higher, and all the details are honed. The result is a website that stands out from the competition and precisely supports your business goals. The price is higher, but you get correspondingly high quality and service: For example, first-year support, training your team to use the CMS, additional performance optimization, and similar services may be included.
This type of solution makes the most sense if your website is business-critical, for example if you run an online business where the website is your sales channel, or if you operate in an industry with fierce competition where a standard solution is not enough.
Subscription vs. one-time purchase:
An important consideration for pricing tiers is whether you pay a lump sum to have the site developed or whether you commit to a subscription. Many very cheap solutions are marketed as “website for $0 upfront”, but then you have to pay a monthly fee for operation and support over several years and you may not even own the source code of the website itself. This model may seem attractive budget-wise at first, but in the long run it may become more expensive than a one-time purchase.
Conversely, a subscription may include some services (hosting, maintenance, support) that you will need to pay for later in the case of a one-time purchase. For a business owner, comparing the total cost is crucial: calculate what you end up paying over, say, 3 years for a subscription agreement, and compare that to the cost of a one-time investment + the ongoing operating expenses you would have yourself. Often, a one-time investment with full ownership will be most beneficial, whose one has the budget as you get rid of bindings and fully control your own platform.
However, there are also subscription solutions that offer far more than just operation and support. If you constantly need to develop new landing pages, campaigns, graphics and adjustments, then flexible collaboration with access to a permanent team can be a valuable solution. This is especially relevant if you do not have an internal web team, but still want to work actively with your website as part of the business.
ROI: A good website is an investment, not just an expense
A professional website should not only be seen as an expense on the bottom line, it is an investment in the future of the company. ROI (Return on Investment) is about what you get in return in value for what you pay for the website. Let's take a concrete example: If you invest about 20,000 kr. in a new website, what does it take for it to earn itself back in?
- Imagine that your new website attracts more visitors than the old one because it is faster, nicer and better optimized. If only one extra customer per month chooses your business because of the website, it can quickly bring great profit. For example: one new customer order of DKK 50,000 that can be directly attributed to the website means that the investment has potentially been recouped several times in a year.
- Besides direct sales, an updated website can save you time and money in other ways. For example, if you have integrated a calendar or booking function, you will avoid the manual administrative work of booking meetings or services. Automation and self-service online frees up employee time, which can be used more productively, also it is return on your investment.
- Remember, too, the value of a good first impression: Many customers check your website before calling or writing. A professional site can make more of the visitors actually make contact. Conversely, an outdated or amateur website can mean the loss of potential customers who do not find the page trustworthy. That kind of lost business is hard to quantify, but it underlines the point: Cheap can become expensive if the website scares customers away.
In short, a good website can create much higher value than it costs if used correctly. It can act as a sales channel, a customer service representative, and a marketing platform in one. Therefore, it makes sense to think of the website budget as an investment that would like to bring positive returns in the form of increased revenue or savings. When evaluating offers on a website, ask how the supplier will help the site actually create value for your business, not just what it costs to make.
How to choose the right solution for your business
With knowledge of the differences between cheap, medium and expensive, you can hopefully better assess what you need. Here are some tips for choosing the right website solution based on your needs, ambitions and business goals:
- Identify your needs and goals:
Start by defining what the purpose of your website is. Should it primarily function as a digital business card, generate leads, sell products online or support existing customers? Clearly defined goals help you determine how advanced a solution you need. A simple information page requires less than a web shop to drive sales.
- Look at ambition and competitive situation:
Consider your industry and competitors. If your competitors have modern, easy-to-use websites with lots of features and you want to match or surpass them, you may need to invest in a more tailored solution. If, on the other hand, you have a niche without much online competition, you might want to settle for something simpler to start with. Your growth ambitions also come into play, if you plan to scale your business strongly, it makes sense to build a website that can grow with (e.g. easily expandable with a webshop or new features).
- Budget Frame vs. Expected Yield:
Make a realistic budget based on what you affording and what you expect to get off the website. Think about it in light of ROI: how much would a new customer or an additional order be worth to you? If a major investment in the website just needs to get a few extra customers to earn its way in, it might be worth the money. Conversely, don't be tempted by expensive fancy features that don't add real value to your goals. It's about finding the point where price and value interrelate for your situation.
- Assess internal resources and competencies:
Do you (or your employees) even have the technical skills or time to maintain the page, make small corrections, write blog posts, etc.? If so, you may be able to choose a solution where you are responsible for some of the work yourself (and thus save money on operations). If not, you should prioritize a solution with good support or a service agreement so that the website does not become forgotten and obsolete after launch. It can also determine the choice of platform, for example, a user-friendly CMS is good if you yourself will be able to update the text continuously without being able to code.
- Talk to several suppliers:
It doesn't hurt to solicit offers or consult with multiple web agencies/freelancers. Besides the price, notice how they talk about your business goals. A good supplier asks about your business, target audience and success criteria, not just what pages and features you want. Choose a partner who understands your challenges and can advise honestly and down-to-earth on the solutions, rather than one who just tries to sell you as much as possible.
- Think long-term:
You rarely make a website every year. What you do now should be able to use and grow with the company for the next several years. Therefore, consider both present needs and future plans. Sometimes it pays to invest a little extra now to get a platform that can be deployed later, rather than a cheap solution you'll grow out of in a year or two.
In the end, it's all about matching your investment with the value and needs of your business. There is not one right solution for everyone. The “right” price for your website is the one that gives you a solution that meets your goals without you paying for a lot of unnecessary.
Price and quality must be linked
A website is the face of the company outwardly online, and it does not pay to compromise on quality if the website plays an important role for the business. “How much does a website cost?” is a natural question, but a better question might be: What is a good website worth to my business?
A cheap website can be the right choice for a small business with limited needs or budget, especially as a startup. Conversely, for a larger or ambitious company, it may be necessary to invest in a tailored solution to get the desired return. The most important thing is that you get clarity on what you are paying for: Understand the deliveries, the level of support and the potential gains. When price and quality are linked, the website becomes an investment that pays off, rather than a cost you worry about.
With honest consideration, the right partner and focus on your business goals, you can find the website solution and price that makes the most sense for you. Make sure you do your prep work, ask questions and think long term, and you'll be well on your way to a website that both fits the budget and lifts your business.