If you've ever quoted a website project and then watched it swallow twice the hours you planned, this post is for you.
Most web creators don't undercharge because they're bad at business. They undercharge because they price the page instead of the work around the page. Here's a simple method you can use on your next quote.
1. Price the outcome, not just the hours
A landing page isn't "a few sections and a button." It's a tool meant to get someone to sign up, buy, or book a call. Before you quote, ask the client:
- What should a visitor do on this page?
- Who is the visitor?
- How will you know it worked?
Clients who can answer these are usually ready to pay for the result. Clients who can't tend to change the scope halfway through, so build extra time into their quote.
2. Count the hidden work
Most underpriced projects go wrong here. Beyond building the layout, count:
- Gathering copy, images, and brand assets from the client
- Mobile and tablet responsiveness
- Revision rounds (decide how many are included)
- Testing across browsers and devices
- Deployment and handoff
- Emails, calls, and waiting for replies
Add up the hours for each, then add a 20 to 30 percent buffer, because something always takes longer than expected.
3. Use a simple formula
Price = (estimated hours × your hourly rate) + buffer + extras
Here's an example with made-up numbers. Swap in your own:
- 12 hours at $20/hour = $240
- 25% buffer = $60
- Extras (hosting setup, form integration) = $40
- Quote: $340
If the client pushes back, don't cut the price. Cut the scope instead, such as fewer sections or fewer revision rounds.
4. Protect yourself with the payment structure
Good pricing means nothing if you don't get paid. Before you write a line of code:
- Take a 30 to 50 percent deposit upfront
- Split the rest into milestones (design approved, build complete, final handoff)
- Put the scope, revision limit, and payment terms in a short written agreement
- Don't hand over final files until the last payment clears
This one habit prevents most non-payment stories.
5. Offer packages instead of one number
Three tiers make it easier for clients to say yes:
| Package | What's included |
|---|---|
| Basic | One-page layout, mobile responsive, 1 revision |
| Standard | Basic + contact form, basic SEO setup, 2 revisions |
| Premium | Standard + animations, analytics setup, 30-day support |
Most clients pick the middle option, so design it to be the one you actually want to sell.
Final thought
Under-pricing doesn't make you competitive. It makes you tired, and it teaches clients to expect a low price for your work. Charge for the real work, protect yourself with deposits, and let the scope be the thing that flexes.
I wrote The Web Creators Pricing Playbook to help web creators price their work with confidence.
What's the hardest part of pricing your work? Tell me in the comments and I'll reply to everyone.
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