Open every quote at $1000. Floor is $500. Never go below.
If they push back: drop scope, then drop price — never the other way around.
50% deposit to start, 50% on launch. 10 business day delivery standard.
Biggest closer: show them their site looks dated next to a competitor's.
Always run the 8 discovery questions before quoting — half open up upsells.
Pricing strategy
$1000
Open here
$750
Target close
$500
Floor
Anchor and drop
Always lead with $1000 confidently. If the lead bites, great. If they hesitate, drop to $750 — but cut something at the same time so you're not negotiating against yourself.
$1000 → $750: drop the second revision round, drop logo touchups, or drop rush delivery.
$750 → $500: drop down to 3 pages instead of 5, drop the SEO setup, or drop the contact form integration.
Never below $500. That's the cost line. If they can't do $500, walk politely.
Same — they took the call, they know FB isn't enough.
Has dated site
$1500
Needs more selling. Anchor higher to give drop room.
Referral
$1000
Trust is built. Standard quote, no over-anchor needed.
Payment & terms
50% deposit to start, 50% on launch (Venmo, Zelle, or Stripe).
1 round of revisions included. Extra rounds: $50 each.
Client owns the domain, hosting account, and site.
Refund: full if work hasn't started, partial if in progress.
What the $500 base includes
Up to 5 pages: Home, About, Services, Gallery, Contact
Mobile-responsive design (looks good on every device)
Click-to-call hero button on every page
Contact form (sends to their email)
SEO setup: meta tags, sitemap, schema, alt text
Free SSL (https) certificate
Google Business Profile integration
1 round of revisions
10 business day delivery
Hosting setup (client owns the accounts)
Add-ons (drives the price up)
Use these to justify quoting above $500, OR upsell after they say yes to base.
Universal (any business)
Add-on
Price
Bilingual site (English + Spanish)
+$300
Logo design (3 concepts, 2 revisions)
+$200
Online payment integration (Stripe)
+$300
Booking / scheduling integration
+$250
Rush delivery (5 business days)
+$250
Blog / news section
+$150
Custom photography coordination
+$100
Email setup on their domain
+$100
Custom domain registration help
+$75
Extra pages beyond 5
+$75 each
Premium hosting + monthly care
+$50/mo
Industry-specific
HVAC · Plumbing · Electrical
Emergency 24/7 CTA banner
+$50
Service area map
+$100
Financing widget integration
+$150
Recurring maintenance plan signup
+$150
Roofing · Auto Body
Before/after photo gallery (interactive slider)
+$200
Insurance claim info section
+$100
Storm damage / hail emergency landing page
+$150
Lawn Care · Pool Service · Pest Control
Square footage quote calculator
+$200
Recurring service signup form
+$150
Service plan tiers display
+$100
Fencing · Landscaping · Specialty Contractors
Portfolio gallery with categories
+$200
Material / style comparison page
+$150
Free estimate request form (with file upload)
+$100
Med Spa · Dental · Chiro · Cosmetic
Online appointment booking
+$300
Service menu with pricing
+$100
Patient testimonial slider
+$100
HIPAA-compliant intake form
+$200
Closer move: If an add-on under $200 will close the deal, throw it in for $50. Don't fight over scraps when the relationship is worth more.
Pitch tips by objection
"I already have a website."
"That's exactly why we should talk. When was the last time you got a customer FROM your website? Most local sites haven't been touched since 2019. That's costing you in Google rank, mobile users, and trust. New customers Google you before they call — what they see is what they think your business is."
"Wix or Squarespace is cheaper."
"Sure — $30 a month rents you a template forever. We're talking about owning your site once. No monthly fees that compound, no platform lock-in. And every Wix template looks like 200 other businesses on the same builder. You want to stand out, not blend in."
"My customers find me on Google Maps, I don't need a website."
"Google Maps is great until a competitor pops up next to you. The number one ranking factor in local Maps is having a website with matching info. No site = ceiling on how high you can rank. Plus when someone clicks your phone number, they're 10 times more likely to call if they JUST checked your site first."
"Can you do it for less?"
"I can — but I'd have to cut [X]. The $500 package is a clean professional site. Anything below that and you're getting a template, not a website."
"How long will it take?"
"10 business days from when you give me your content. Rush delivery is +$250 if you need it in 5 days."
"I don't have any content / photos / copy."
"Easy. 30-minute call, I write your copy from what you tell me, source 5-10 stock photos that match your industry. Your time spent: 30 minutes total."
"Send me a portfolio first."
"Happy to. I'll text you 3 examples right now. While you're looking, give me the URL of one competitor of yours that you actually respect — I'll show you exactly what I'd build to put you above them."
"Let me think about it."
"Fair. While you do, two things: (1) every day without a working site is leads going to a competitor, (2) the $1000 quote is good for 7 days, then it goes back to standard. What's the one piece of info you need to make the call by Friday?"
Discovery questions to ask
Run these BEFORE you quote. Half open up an upsell.
Do you currently have a website? If yes — get the URL, look at it before quoting. If no — they're already a hot lead.
Do you have a logo? If no, +$200 add-on right there.
How do most of your customers find you today? Tells you which pitch angle to lean into.
What's your busiest season? Creates urgency — get launched BEFORE peak.
Are you bilingual / serving Spanish-speaking customers? Opens the +$300 bilingual upsell. Real differentiator in SA.
Do you take online appointments or bookings now? If no, +$250 booking integration is a clear value-add.
What's a competitor's website you actually like? Useful design intel + tells you their bar.
What's the ONE thing you wish your current site or online presence did? Pure gold. Whatever they say, that's your pitch back.
Numbers to memorize
Base: $500 · Standard quote: $1000 · Floor: $500
Delivery: 10 business days standard, 5 with rush (+$250)
Closer: any add-on under $200 → throw in for $50 to close
Commission structure
Default suggestion — confirm with Ian before going live:
Flat $100 per closed deal at $500-750, $150 at $750-1000, $200 at $1000+. Bonus +$50 if they buy any add-on at signing. Paid when client's deposit clears.