Deciding how much to charge for a website is never easy. If you charge too much, you risk alienating a potential client. But charge too little, and you risk selling yourself short. On top of that, the right price depends on a complex web of factors, from your own skill level to the client’s industry or niche.

This web design pricing guide will help you break down these different elements so that you can figure out what to charge for the websites you create. Here’s an overview of how much web designers make, as well as the factors that go into determining your pricing model.

How much do web designers charge?

While prices differ from person to person, web design professionals typically charge between $50 to $80 per hour, with skilled freelance website designers making upwards of $75 per hour. A flat fee for a standard business website can range from $5,000 to $10,000, with an average of $6,760.

A host of factors determine how much to charge for a website, including the current market rates, your skill level and experience, the complexity of the project, and the industry you’re designing for.

How much to charge for a website: 8 elements to consider

With that in mind, the best way to determine your rate is by identifying the different elements you’ll need to build into your pricing model. Here are the 8 most important elements to take into account:

1. Cost of production

Perhaps the most straightforward cost to factor into your rate is the cost of building a website. Think of this as the price of raw materials. These might include:

• CMS or website builder

• Hosting platform

• Domain name

• Premium add-ons, such as apps or plugins

• Maintenance features

• Security features

In order to make a profit, you’ll need to cover at least the costs of the materials required to build the website. Start by adding up the prices of the features your client wants, and use that as the starting point for your pricing model.

When determining your rate, be sure to consider costs you might incur while working on the project, like purchasing a domain name. Those should be included in your overall fee.

2. Current market rate

Of course, earning a profit doesn’t just mean accounting for the cost of your tools and materials. It also means considering factors like the time you put into the project, the quality of your work, and the amount your peers are charging for similar work.

Because these intangibles are harder to price, analyze the current market rate to get an idea of what others are charging for similar projects. That will give you an approximate cost to aim for as you build your pricing model.

Start by browsing freelance marketplaces such as Upwork or Fiverr. Another helpful resource is the rate sharing page at Freelance Solidarity, a union of digital media workers that displays a comprehensive database of freelancer earnings in the industry.

While it’s a good idea to stay within the ballpark of the prevailing market rate, it won’t surprise you to know that prices vary greatly. When comparing what you charge to the prices of others in your field, be sure to take into account:

• The types of services you offer

• Your geographic location

• The industry and scale of your clientele

• The tools and technologies you’re using

• Your level of expertise

3. Your own cost of living

Regardless of the prices others set, your rate needs to work for you. That brings us to the next point: Use your own cost of living as a guideline for how much to charge for a website. Just as full-time employees get paid more when situated in pricier cities, you should, too.

Consider factors such as:

• The price of your home or rental

• Utilities costs

• Food and grocery costs

• Medical costs

• Insurance costs