Three quotes, three completely different numbers and formats. Here is how to make them comparable and spot what is missing.
You asked three studios for a quote on the same brief. One came back at $3,000, one at $9,000, and one at $22,000. This is normal, and it usually means the three of them heard three different projects.
Normalise the quotes first
Before comparing numbers, write down what each quote actually includes. Most of the apparent difference disappears at this step.
- How many pages or screens, specifically listed?
- Is the design custom, adapted from a template, or a stock theme?
- Is a CMS included, and can non technical staff use it?
- Who writes the copy? Who sources images? These are real costs.
- Is SEO setup included, or is that a separate engagement?
- How many rounds of revisions before extra charges start?
In our experience the cheapest quote usually excludes copywriting, images, and a CMS. Add those back and the gap narrows considerably.
The questions that reveal the most
- What is not included in this price? A confident studio answers this directly.
- What is your process if we want a change mid project?
- What do we own at the end, and how do we get it?
- Who exactly will do the work, and are they in New Zealand?
- What happens the day after launch?
When the cheapest quote is right
Sometimes it genuinely is. If the scope is small, well defined, and the studio has built the same thing many times, a low number can reflect efficiency rather than corner cutting. Look at their previous work and ask to speak to a past client.
When to be cautious
Be careful when a quote is dramatically lower than the others and the studio did not ask about content, integrations, or who maintains the site. That combination usually resolves into variation charges, or a site that technically launches but does not do the job.