Both these reasons contribute to confusion and difficult decision making. To understand the complexity: Google throws up hundreds of vendors when searching for a web design company and after choosing and requesting a quote, you could have a variance of between 100% to 500% in the price quoted i.e. the highest quote could be 5 times the lowest one, sometimes even more.
In this article we will try and explain what to look for when reviewing quotes and what to avoid (red flags).
Scope of work & design complexity: This is the most obvious reason but begs the question: if the scope of work shared is the same to all web design agencies then why the variance? The answer is that each agency perceives the scope of work and complexity through the lens of their own resources, specializations and talent. What could be easy to execute for one agency could be extremely difficult for another agency and vice versa.
Custom versus Template based: This is another major factor. Some agencies prefer off the rack one size fits all solutions while others prefer to customize their solutions. Each one has its merits and demerits and is covered in other articles but depending on what the agency prefers the web design quote can vary significantly.
Agency Size, Experience & Location: Like in most businesses, these factors do matter. Large agencies with high overheads will charge higher but promise greater quality. Mid-level agencies which make a bulk of the web design companies out there, will be more reasonable. A freelancer would be the cheapest but also the most unreliable. Although the product is a website, which is basically online, location does matter when it comes to the quote. A web design company based in New York will of course charge more than one based in Mumbai. Again experience will also vary the quote significantly. We ourselves have over two decades experience in the business and charge a premium for it. And we look for clients who appreciate that.
To put it in a nutshell, expect a lot of variance in your quotes in terms of pricing, timelines and deliverables. But if you look at some of the ideas below, you can make the right choice for your web design needs. Finding the Goldilocks (just right) agency for you takes some effort.
Clear scope and deliverables: Has the agency understood the objectives of the project? Are they in alignment with your vision and business goals? Is there clarity on the outcome promised? If the answer to these questions is Yes, then proceed further by all means.
Timeline and phases (with milestones): Good agencies will break up the project into multiple phases eg. a design phase followed by an integration or coding phase and closing with a review phase. Clear and understandable milestones should identify each stage completion. You can also tie payments to completion of each specific phase to protect yourself better.
Design process (wireframes, revisions, UI/UX testing): The quote must contain an outline of the process that the web design agency normally follows. These will vary a lot from agency to agency but if it is articulated in a clear and understandable manner then that is a good sign. If the outlined processes have a lot of jargon and feel convoluted, you can ask for clarifications or simpler information. The best agencies have a tried and test process eg. For us it's site mapping, wireframing, design, integration, review/testing and launch.
Mobile responsiveness and browser compatibility: All websites need to be mobile or device responsive and also work on all common browsers. This is a basic hygiene that should be part of every quote and if missing is a huge red flag.
CMS or backend system details: A fast, reliable and secure Content Management System (CMS) is the backbone of every website. This is something that you need to pay attention to and ask questions about as the future stability and growth of your website will depend on it. The quote should include what kind of CMS is going to be used, the technology it is built on, is it proprietary or open source, will it be upgraded regularly, is it secure etc.Take your time to understand this part well.
SEO readiness (basic vs advanced): Search Engine Optimization (SEO) is a separate and long term process but it begins with an SEO friendly website. The quote must outline what kind of SEO readiness will be provided and what will have to be done later. It is important to note that if there are structural issues in the site when it comes to SEO, it is extremely difficult and costly to change them later after launch. The site must be SEO friendly from the ground up, similar to it being mobile responsive.
Post-launch support and maintenance: This is one of the main factors which differentiates the best web design agencies from the mediocre ones. Our client quotes lay a lot of emphasis on the post launch support and maintenance including what is covered and what’s not. You should be confident that the agency has your back even after the site is launched.
Ownership of code/design/assets: Some of the components of the website are created internally and some have to be procured externally as its not feasible for the agency to create or provide them eg. images used in the site or a live chat application. Whether it's internal or external, it should be clear who holds the rights to them. If the agency is providing any of the components i.e. code/design/asset they must be clear on the license and origin of the same. Otherwise you can get caught up in copyright issues which can be costly in terms of time and money.
Transparent pricing and payment terms: How much, for what and by when should be clearly stated in an easy to understand format. Additional taxes, fees or purchases must be itemized and shared up front. The quote should have no hidden costs that are sprung on the client after the work begins or even after delivery. Make it clear that all costs must be outlined in the quote or else no additional payments will be made. This should also be a part of the final signed agreement.
Vague language like "custom design” with no specifics: If you see a lot of jargon in the quote with no clarity of what it means, that’s a red flag. The best website design agencies understand that all clients are not technically proficient and design the quote accordingly with simple language and clear information.
No timeline or deadline structure: This is a no brainer but you will be surprised at how many projects do not have clear timelines and milestones decided. If the designer only provides a vague end date without any milestones then that's another huge red flag.
Missing post-launch support details: As mentioned earlier, post launch support is critical as a website is a dynamic piece of technology. If the quote mentions only the design and development without any specifics for maintenance then immediately request for it. They might include it in the same quote or give you a separate one for support and maintenance.
Lack of clarity on revision limits: If there is one area where the most disputes take place, this is it. Website design is an iterative process that will require multiple revisions at every stage. Both parties must agree to a reasonable number of revisions. If the web design agency allows too few or the clients ask too many then it's a huge trouble. Better to spell it out in the quote itself.
No mention of hosting or domain (if relevant): Domain and hosting is one of those things that can come as a hidden cost afterwards. Never assume that the web design agency will provide domain registration/renewal and hosting services.If you have not arranged for the same and it's not in the quote then ask them to include it.
Quotes that are too cheap or too expensive without clear justification: As mentioned at the beginning you might get a lot of variance in the costs among the quotes. But if the cost is too good to be true then it probably is. And similarly if it feels ridiculously high, then it might be a vendor trying to take advantage of you. Our industry unfortunately is filled with unscrupulous companies and individuals. Let the buyer beware at all times.
Hidden costs (e.g., stock images, plugins, licenses): Websites are made of many components not created by the web design agency itself such as images, special plugins or scripts eg. Live Chat or licenses for some plugin used. These should be clearly mentioned up front. If there is some vague mention of these as ‘extras’ then immediately ask for an itemized cost. These can add up to a lot, so be careful.
No contract or formal documentation - Some vendors might want to work only on a verbal basis or on just an email, without any documentation. Avoid.
Over-promising results (like instant SEO success) - If it feels too good to be true, get a second opinion or ask someone you trust. Some web designers will promise the moon just to get the job. Needless to say they will not be able to deliver.
Pressuring to commit quickly - One of the oldest sales tactics in the book. Don’t fall for this. Good web design agencies will give you the space to make a considered decision. Take your time to compare quotes, get your doubts answered. Dot all the Is and cross all the Ts.
Inconsistent communication early on - If you see signs of poor communication early on, it’s likely that will be the case during the project execution as well. Shortlist vendors who are prompt and respond to your queries with alacrity.
Always compare at least 2–3 quotes - There are a lot of web design agencies out there who will be happy to provide you with a good quote. Take your time and take multiple entries. It also gives you more data to compare.
Go beyond price – evaluate based on value and expertise - If price is your only criteria you might end up selecting the wrong web design company for the job. Weigh the proposal and the company on other criteria such as expertise, experience, quality of work and ease of communication.
Look at reviews, testimonials, and portfolios - The best web design agencies will have client reviews upfront and will also proudly display their latest work. Take time to go through these and also ask for references. A little bit of due diligence goes a long way.
Even after all this you might sometimes end up with the wrong vendor. That’s ok. But by following the advice given above, your odds of selecting the best web design company will go up considerably.
Wishing you a happy website building experience.
