Getting a Website Built: costs, examples and pricing models for SMEs

Building a website as an SME often starts with simple questions that quickly become complicated. How much does a professional website cost? Why do prices vary so much between freelancers, agencies and template builders? Which features actually matter? And how do you avoid paying for things you don’t need?

This guide breaks down the realities behind SME website costs, pricing models, examples and the hidden factors that influence budgets. You’ll learn what typical business websites cost in Europe, what drives the price up or down, how to compare offers and when it makes sense to invest in SEO, e-commerce functionality or branding.

Agencies like DeNitro work with startups and SMEs across Germany, Switzerland, the Netherlands and the wider European market. The explanations below come directly from what we see in real projects every day — without hype or unrealistic promises.

What determines the cost of an SME website?

The cost of building a website for an SME depends on scope, design, functionality, integrations and how much strategic work is required. A small local business with a simple structure pays far less than a SaaS startup that needs branding, conversion strategy and SEO.

A practical way to understand the pricing is through a simple table summarizing the main cost drivers.

Most SMEs fall somewhere in the middle — they don’t need enterprise functionality, but they expect a clean, modern, trustworthy website that helps them convert traffic into real leads.

Typical SME website cost ranges in Europe (Germany-focused)

There is no universal price, but there are predictable ranges. These are based on common SME cases we see across the DACH region.

Template-based website (€1,000–2,500)

Suitable for small local businesses, solopreneurs, personal brands or early-stage startups that need something fast and functional. Often based on an existing layout with limited customization.

Includes basic pages, mobile responsiveness and essential SEO but little strategic depth.

Custom SME website (€3,000–7,000)

The most common category. A tailored design that reflects the business, clear UX, structured content, optimized SEO setup and a reliable CMS.

This price range works well for trades, consultancies, medical practices, fitness studios, SaaS startups and service businesses with 5–15 pages.

Advanced website or e-commerce (€7,000–15,000+)

Required when a business needs complex functionality: product catalogs, booking flows, dashboards, multi-language, integrations or a full redesign of brand + website + SEO.

E-commerce stores (Shopify or WooCommerce) typically land here due to product setup, UX flows and SEO-heavy architecture.

A quote from many SMEs in this category is simple: “We want a website that finally works, converts and doesn’t break every month.”

Examples of real SME scenarios

A medical practice needing credibility

A dentist, chiropractor or physiotherapy clinic often needs a professional, calm and trustworthy digital presence. The cost usually sits between €3,000–5,000 if they require a custom design, appointment booking integration and clear SEO for their city.

A local trades business losing leads

Plumbers, electricians and construction companies often have outdated sites that scare customers away. Their website must be fast, clear and mobile-first. With strong local SEO, these projects usually land between €2,500–4,500.

A SaaS startup needing structure and branding

Startups often need brand messaging, UX and performance-focused design on top of pages like Features, Pricing, About and Careers. These projects frequently cost €5,000–10,000 depending on complexity.

An e-commerce brand launching or rebranding

A Shopify or WooCommerce store requires product categories, filtering, payment setups, shipping configurations, SEO and conversion elements. Costs range from €7,000–15,000+.

Pricing models for SME websites (pros, cons and when to choose each)

Choosing the right pricing model often matters more than the final number. Here is a direct comparison.

Most SMEs prefer fixed pricing or modular models because they reduce confusion and make it easier to compare offers.

Agencies like DeNitro often use a mixed approach: fixed scope for the website + optional add-ons for SEO, local SEO or performance marketing.

What SMEs often underestimate when budgeting a website

Strategic content creation

Even the best design fails if the copy is unclear. Many SMEs discover late that writing content takes longer than expected and requires strategic support.

Technical SEO

Modern websites must be fast, indexable, structured and Google-friendly. Without proper architecture, businesses lose visibility even with a beautiful design.

Imagery and brand consistency

Good visuals significantly improve trust. SMEs that lack branding, photography or a style system often need this as an additional step.

Mobile-first design

A large share of traffic (especially local) is mobile. Sites built without proper mobile UX convert poorly.

Future scalability

Cheaper setups often break when a business grows. Choosing the right CMS from the beginning saves money long-term.

How to evaluate an offer from an agency or freelancer

The proposal should make sense without explanation

If the scope is unclear or full of buzzwords, that’s a red flag. A clear proposal lists pages, features, integrations and the exact deliverables.

The design process should be transparent

You should know how many feedback rounds are included and how collaboration works.

They should ask smart questions

A good agency asks about target audience, brand identity, SEO goals, conversion flows, content and long-term vision. If they don’t ask — they will guess.

They should not guarantee specific traffic numbers

Traffic and leads depend on many external factors. Quality agencies guarantee process and craftsmanship, not exact KPIs.

You should know what is included after launch

Hosting? Maintenance? CMS access? Backup setup? Training? These should be clearly explained.

When should an SME invest more than the minimum?

A higher-budget website makes sense when:

• your industry is competitive and trust is crucial

• you rely on online leads (consulting, legal, medical, trades)

• you need SEO from day one

• your brand identity is weak or inconsistent

• your business model depends on UX (SaaS, e-commerce)

• your current site is losing you sales

As one founder once said during a redesign project:

“Our website is the first meeting with every customer. We can’t afford to make a bad first impression.”

Should you choose a template or custom design?

Templates are fine for early-stage businesses with low budgets and simple needs. But templates often feel generic, limited and difficult to scale.

A custom design gives you:

• control

• brand consistency

• scalability

• better UX

• better SEO structure

For most SMEs in DACH, the longer-term value of custom design outweighs the short-term savings of a template.

SEO costs for SMEs: what to expect

SEO for SMEs varies widely, but some patterns are clear.

A basic technical SEO setup is often included in custom sites and requires no ongoing cost. Local SEO — especially in Germany, Switzerland or the Netherlands — often requires structured pages, local optimisation and Google Business Profile optimisation.

Ongoing SEO usually costs a monthly fee, but SMEs that rely heavily on local traffic often see strong ROI. Agencies like DeNitro can run combined website + SEO projects or treat SEO as a separate module.

E-commerce website pricing: why it’s higher

E-commerce requires logic. Product pages, variant management, tax rules, payment gateways, shipping regions, abandoned cart flows and structured SEO all require more design, setup and testing.

Most stores fall somewhere between €7,000 and €15,000 depending on the number of products and features like subscriptions, multilingual content or integrations.

A simple way to understand the difference is through this comparison:

Hidden costs SMEs should avoid

Many SMEs accidentally overspend due to hidden costs. Common examples include overpriced plugins, unnecessary SEO packages, low-quality hosting or unclear maintenance fees.

Good agencies provide honest breakdowns, avoid selling unnecessary add-ons and ensure you pay only for what you truly need.

Conclusion: what an SME website should cost — and how to choose the right partner

The cost of building a website for an SME depends on scope, strategy and design quality. Most businesses fall into these ranges: €1,000–2,500 for simple template-based sites, €3,000–7,000 for custom SME websites and €7,000–15,000+ for advanced or e-commerce projects.

A good partner guides you through design, UX, SEO, scalability and long-term growth. Agencies like DeNitro help SMEs in DACH and Europe with a complete approach: branding, web design, development, SEO, local SEO and performance marketing — either as a full package or step by step.

If you want to understand how well your current website performs and what it would cost to build a modern, high-performing alternative, you can schedule a no-obligation call with the DeNitro team.