Website cost is shaped by the work behind the screens: strategy, content, complexity, integrations, governance and the standard of the final build. A useful estimate starts with those decisions, not a page count alone. Published London pricing guides vary widely, so any range should be treated as market context rather than a quote for your project.
Why published prices vary so much
Current London agency guides reviewed in August 2026 publish figures from roughly £1,500 for a focused landing page to £100,000 or more for complex platforms. That spread reflects very different teams, responsibilities, risk and deliverables. It does not establish a universal market rate or our price.
A small brochure site using approved content is not comparable with a multilingual ecommerce migration, a custom application or a programme that includes research, photography and ongoing experimentation.
Start with the job
Define the business decision the website must improve before discussing pages or features. A focused company website, ecommerce store and custom product platform solve different problems and require different evidence.
- Who must the website help?
- What should those people understand or complete?
- What changes if the project succeeds?
- Which current problems must not move into the new site?
The main cost drivers
The largest variables are usually content readiness, number of distinct templates, custom interactions, ecommerce rules, integrations, migration and the amount of validation needed before launch.
- Strategy and research
- Content planning, writing and migration
- Design originality and number of systems
- Technical complexity and integrations
- Accessibility, browser and performance testing
- Launch, training and support after launch
Hidden costs to make visible
Hosting, domains, premium software, commerce fees, photography, copywriting, translation, analytics, consent tools and ongoing maintenance may sit outside the design and build fee. Ask who owns every account and what renews after launch.
Compare proposals by responsibility
A good proposal states assumptions, responsibilities, deliverables, review rounds, acceptance criteria and what happens after launch. Compare the clarity of the scope and the risk it removes, not only the final total.
- What evidence informs the design?
- Who creates and approves content?
- Which integrations are included?
- How are accessibility and quality checked?
- What is explicitly excluded?
- What does handover contain?