Website design cost: what's realistic?
When you google "website design cost," you get everything from 2,000 DKK to 200,000 DKK. Both can be correct — but for most businesses, the truth is somewhere in between. The challenge is knowing what you're actually paying for.
Here's an honest overview of realistic price levels, what design actually covers, and when you're paying too little — or too much.
What does "design" actually mean?
Design isn't just pretty colors. It's three disciplines working together:
- UX (user experience) — How is the site structured? Can visitors find what they're looking for? Is the path to contact or purchase clear?
- Visual identity — Colors, typography, image style, and the overall look and feel that reflects your brand.
- Conversion optimization — Placement of CTA buttons, forms, and content that guides visitors to take action.
A good design combines all three. A cheap design typically focuses only on the visuals — and you'll notice the difference in results.
Realistic prices by project type
| Project type | Price range | Design level |
|---|---|---|
| Informational site (5-8 pages) | 8,000-18,000 DKK | Customized template or semi-custom design |
| Portfolio/freelancer site | 10,000-22,000 DKK | Custom layout with focus on visual presentation |
| Business site (10-15 pages) | 15,000-35,000 DKK | Unique design with wireframes and branding |
| Webshop (WooCommerce) | 20,000-50,000 DKK | Product pages, categories, checkout flow designed for conversion |
Prices are for the design part alone. Development, content, and setup come on top — unless you buy a complete package.
What's typically included vs. extra?
Typically included
- Wireframes for the homepage and 2-3 subpage types
- Visual design (mockups) for desktop and mobile
- 2-3 rounds of feedback and adjustments
- Basic style guide (colors, fonts, buttons)
Usually costs extra
- Logo design or redesign of existing logo
- Custom icons and illustrations drawn from scratch
- Advanced animations and interactive elements
- Email template design
- Copywriting and content production
Always ask specifically what's included before comparing prices. A quote of 12,000 DKK with everything included can be better than 8,000 DKK for design alone.
Freelancer vs. agency: what's the difference?
| Freelancer | Agency | |
|---|---|---|
| Price | 8,000-35,000 DKK | 25,000-100,000+ DKK |
| Contact | Direct with the designer | Through project manager |
| Time | 2-4 weeks | 4-10 weeks |
| Flexibility | High — easy to adjust | More fixed process |
| Team size | 1-2 people | 3-8 people |
| Best for | Small/medium businesses | Large companies with complex needs |
For most Danish businesses with 5-20 employees, an experienced freelancer is the best match between quality and price. You get direct contact with the person doing the work, and the process is more agile.
Signs you're overpaying
- You're paying over 30,000 DKK for a simple informational site with 5-8 pages
- The quote includes services you don't need (e.g., advanced A/B testing for a new site with no traffic)
- There's no clear timeline or milestones
Signs you're underpaying
- The designer uses a free template and only changes colors and logo
- There's no wireframe or research phase
- You don't receive design files — only the finished WordPress site
- "Design" and "development" take less than a week combined
A professional design is an investment. It should pay for itself through better conversions, higher credibility, and a user experience that keeps customers engaged.
Need custom functionality?
Many businesses have needs beyond standard solutions. If your website requires custom plugin development — such as integration with your accounting system, customer-specific WooCommerce pricing or an internal workflow system — that's a separate investment typically starting at 5,000 DKK for simple plugins up to 50,000 DKK for complex solutions with API integrations.
Not sure what your project requires?
Get in touch with a short project description. I'll give you a realistic price estimate and explain exactly what's included.
