Website design pricing: how cost is evaluated
You've decided you need a new website and want to know what the design costs. Fair enough. The problem is that "design" can mean anything from a tweaked template to a full branding process with research, wireframes, and months of iterations.
Here I break down what design work actually includes, what different price levels cover, and how to compare quotes without shortchanging yourself.
What does design work include?
Many people think "design" is just the visuals. In reality, it covers an entire process:
- Research and analysis — Who is your target audience? What are your competitors doing? What actions should visitors take?
- Wireframes — Structural sketches without colors or images. This is where hierarchy and user flow are defined.
- Visual mockups — The finished design with colors, typography, images, and buttons. Typically created in Figma or Adobe XD.
- Revisions — Most projects include 2-3 rounds of feedback. More revisions = higher price.
- Handover — Design files ready for coding, or direct implementation in WordPress.
Each step takes time. The more thorough the design, the better your site converts — but it naturally costs more too.
Three price tiers for website design
| Tier | Price range | What you get |
|---|---|---|
| Template customization | 5,000-12,000 DKK | Existing theme adapted with your logo, colors, and content. Limited layout freedom. |
| Custom design | 15,000-30,000 DKK | Unique design built for your brand. Wireframes, mockups, 2-3 revision rounds. |
| Premium/complex design | 30,000-60,000+ DKK | Full branding package with deep research, animations, multiple page types, and advanced UX. |
Most small and medium businesses land in the middle tier. It provides a professional look without blowing the budget.
What affects your design price?
Complexity
A one-page site with 5 sections is faster to design than a site with 15 unique page types, advanced filters, and interactive elements.
Branding situation
Do you already have a logo, color palette, and style guide? Then the designer can build on that. Starting from zero means time spent developing your visual identity — and that costs extra.
Number of pages
More unique page layouts require more design time. Pages that reuse the same template (e.g., blog posts) are cheaper than pages with entirely different layouts.
Responsive requirements
Everything must work on mobile, tablet, and desktop today. That's standard, but complex layouts require more work to adapt across screen sizes.
Content and images
Are you providing text and images yourself, or does the designer work with stock photos and placeholder content? Content that's ready from day one makes the process faster and cheaper.
How to compare quotes
When you receive 2-3 quotes, look for these things:
- What's included? Check whether the price covers wireframes, mockups, revisions, and responsive design — or just a quick mockup.
- How many revision rounds? "Unlimited revisions" sounds great but often masks an unclear process. 2-3 defined rounds is more realistic.
- Who owns the files? Make sure you get the design files (Figma, PSD) when the project is complete.
- Is implementation included? Some quotes cover only the design — coding and WordPress setup are extra.
- Time estimate? A professional design typically takes 2-4 weeks. If someone promises it in 3 days, you should ask questions.
The cheapest quote is rarely the best. But the most expensive one isn't automatically right either. Look at what you actually get for the money.
Get a concrete design quote
Contact me with a short description of your project and your budget. I'll give you an honest estimate — and tell you exactly what's included.
