Compare what each proposal includes, line by line, before you compare the totals. Put every quote into the same table covering content, design, build, hosting, maintenance and ownership. Two proposals that look similar on the cover page often describe very different amounts of work, and the gaps tend to show up after launch.
Why proposals are hard to compare
One agency quotes for “a 5-page website.” Another quotes for “discovery, copywriting, design and development of a corporate website.” A freelancer sends a WhatsApp message with a single line and a total. They might all be honest, but they aren’t describing the same job.
The easiest way to see the difference is to make each proposal answer the same questions.
A scope matrix you can use
Copy this into a spreadsheet and fill one column per proposal. If a proposal doesn’t mention an item, mark it “not stated” and ask.
| Item | What to check |
|---|---|
| Discovery | Is there a session to understand your business, customers and goals before design starts? |
| Copywriting | Who writes the words? You, the agency, or nobody in particular? |
| Pages and templates | How many pages, and how many unique layouts? |
| Languages | Is a second language included, and who translates it? |
| Design rounds | How many revisions, and at what stage? |
| Platform | WordPress, Shopify, a site builder or custom code? Can your team edit it later? |
| Photos and images | Are stock images, photography or AI visuals included? Who holds the rights? |
| Mobile and browser testing | Is it tested on phones and the common browsers? |
| SEO basics | Page titles, meta descriptions, headings, image alt text, sitemap, redirects from old pages? |
| Forms and WhatsApp | Which forms, where do they send, and is delivery tested? |
| Privacy | Is a privacy notice and cookie handling included or expected from you? |
| Analytics | Is Google Analytics or similar set up and handed over? |
| Domain and email | Who registers the domain, in whose name, and is business email included? |
| Hosting | Which host, for how long, and who pays the renewal? |
| Security and backups | SSL, backups, how often, and where they’re stored? |
| Maintenance | Plugin and theme updates, fixes, content changes. Included for how long? |
| Training and handover | Will someone show your team how to update the site? |
| Ownership | Do you own the domain, hosting account, design files and content at the end? |
| Timeline | How long, and what do they need from you to keep to it? |
Questions worth asking every bidder
Who will actually work on the project, and will I speak to them directly?
What do you need from me, and by when? Late content and slow feedback are a common reason website projects drag on.
What happens after launch if something breaks? Is there a response time, and is it written down?
Can I see two or three live sites you built, and can I contact those clients?
If we stop working together, how do I move my site elsewhere?
Red flags
The domain is registered in the agency’s name instead of yours. This can make it hard to leave later.
Copywriting isn’t mentioned at all. Someone has to write the words, and it’s usually a bigger job than people expect.
“Unlimited revisions.” It sounds generous, but it often means the scope hasn’t been thought through.
“SEO included” with no detail. Ask what specifically they’ll do.
No mention of maintenance. WordPress sites in particular need regular updates to stay secure.
Promises of first-page Google rankings or a guaranteed number of leads. Nobody controls those.
Steps to compare fairly
- Write a short brief first: goals, pages, languages, features, and who supplies content.
- Send the same brief to every bidder.
- Fill in the scope matrix for each proposal.
- Ask each bidder to fill in anything marked “not stated.”
- Add up yearly running costs such as hosting, domain, email and maintenance, as well as the build.
- Speak to the person who’ll lead your project.
- Choose the proposal that best fits your goals and your team’s ability to keep the site updated.
FAQ
Should I just pick the cheapest proposal?
Pick the one that covers what you need. A lower quote that leaves out copywriting, testing or maintenance can end up costing more once you add those back in. Compare like for like first.
Who should own the domain and hosting?
You should, ideally in your company’s name with your own login. Your agency can still manage it for you. It just means you can move if you ever need to.
How long should a business website take?
It depends on size, how many decisions you need to make, and how fast content and feedback come back. Ask each bidder for a timeline with milestones, and what they need from you at each one.
If you’d like a clear, itemised proposal to compare against, talk to Adxus. Here’s how we scope Website + AI projects.
