When agency quotes for a B2B website look nothing alike, the studios have usually priced different jobs from the same brief. If you are the marketing lead, CEO or product lead who has to choose, ask each studio what work its figure covers. Comparing those answers tells you more than comparing the totals.
A B2B website with us usually costs about EUR 11,000 to EUR 36,000. Across everything we do, from a short website job to a year-long engagement covering brand, product and sales, our projects have ranged from about EUR 5,000 to well over EUR 100,000.
If you are pricing an agency engagement, you have probably seen the problem already. One studio quotes a figure you could put on a company card, another sends a proposal worth a junior hire's salary, and both promise you a B2B website. This guide sets out what we charge for websites, design systems and ongoing retainers, and what moves a project from one end of the range to the other, so you can make sense of the quotes already on your desk.
Why B2B website quotes are so far apart
Most pricing guides blame page count, templates and integrations. Those matter, but in our experience they are rarely what doubles a quote. What doubles it is how much of the thinking has been done before anyone opens a design file.
A company that knows exactly who buys from it, and can explain its product in two sentences, needs a team to design and build. A company with a hard-to-explain product, several buyer types and a name that fits only one market needs someone to work out the story first, and that is where most of the hours go. Two agencies quoting the same sitemap may be pricing very different jobs, and often neither proposal says which one.
What a B2B website costs with us
Before you ask for a quote, check how much of your story is already settled, because that decides most of the price. Our projects usually fall within about EUR 11,000 to EUR 36,000: a modest rebuild on clear positioning sits near the bottom, and new positioning for several audiences, written fresh, sits near the top.
Build time is shorter than most people expect. Webflow projects for small to mid-sized sites usually take four to six weeks, and projects on our custom stack (typically Vercel, Payload CMS and Supabase or Neon) take two to four weeks end to end. We are a certified Webflow partner, and we will work on whatever platform you prefer. Training and documentation at handover are always included.
What moves the price up or down
When we scope a website, these are the things that change the number, roughly in order of how much they move it.
Page count sits further down the list than you might think. Adding ten pages to a site with a settled message costs far less than getting the message right on five.
- Positioning. If the message is not settled, we work it out with you before design, and that is often the largest single block of work.
- Audiences and markets. A site that has to convince engineers and procurement, or speak to several industries at once, needs more structure and more pages that each do a specific job.
- Content. Writing copy, case studies and technical explanations from scratch costs more than shaping material you already have.
- Brand. A new name, logo or visual identity sits outside the website itself and adds to the scope.
- Search for specialist buyers. Frontgrade Gaisler, which makes radiation-hardened microprocessors, had brand evolution, website, information architecture and aerospace and defence SEO in one six-month project.
- Integrations and tools. A partner portal, a configurator or CRM connections add build and testing time.
Example: one website for four markets
CapillaryFlow shows what the top of the range looks like. The company was called Capillary Concrete when we started, and over four years the work covered the rename, one website serving four verticals, a partner portal and the design of FlowTrack, its monitoring product (CapillaryFlow case study).
That is a much larger job than a website, and the budget reflected it. Splitting it across separate suppliers would probably have looked cheaper on paper and left the company with a name, a site and a portal that each told a slightly different story.
What the bigger scope paid for
Year on year, CapillaryFlow's website traffic rose 100% and direct sales leads from the equestrian segment rose 777% (CapillaryFlow case study).
Those are one client's results over a long engagement, so read them as an example of what is possible when the story and the site are fixed together.
What a design system costs
A design system has no standard price, because its size follows the product. A SaaS product with a dozen core screens needs a compact library of components and rules, while a platform with years of design debt needs an audit of what exists before anyone can standardise it.
We usually build a design system as part of product work, so your developers get documented components they keep using after we leave. Our nine-month engagement with Viking Analytics ran three workstreams side by side: website and go to market, a partner program, and the rebuilt MultiViz 2.0 predictive-maintenance platform (Viking Analytics case study). Our page on digital product design explains how we approach product work.
What a design or marketing retainer costs
Ongoing retainers with us usually run about EUR 3,000 to EUR 4,500 a month, some smaller. That pays for a steady amount of senior design and marketing time each month, spent on site updates, landing pages, campaign material and the improvements a website needs after launch.
A full-service retainer, where we act as your marketing department and handle design, branding, sales material, product design, the design system, content and blog articles, is closer to about EUR 14,000 to EUR 18,000 a month. We can usually start within two weeks, or straight away when something is urgent.
Product teams have a third option: a senior designer embedded in your team half-time or full-time, on a monthly rate we agree on a call.
What a freelancer costs
In our experience, a freelance UX designer in Sweden charges about EUR 55 an hour, around EUR 75 if they're senior, and about EUR 90 an hour when hired through a consultancy.
Where a cheap quote gets expensive
The cheapest quote is often the right one when your positioning is already sound and you need a faster, better-looking site. It gets expensive when it skips the hard part, because a new design on top of an unclear message gives you a nicer site that still loses buyers at the same point, and the rewrite comes a year later.
The opposite mistake is buying a large engagement before you know what is wrong. If a supplier cannot tell you what they would fix first and why, the size of their quote tells you very little.
What a working website can be worth
Optimal Kommunikation had no web leads before 2019 and now gets 70 to 90 qualified leads a month. Net sales rose from SEK 53 million to SEK 124 million between 2020 and 2024 (Optimal Kommunikation case study).
When an agency shows you figures like these, ask what else changed in the business over the same years. At Optimal Kommunikation the website was one part of the growth, and our numbers deserve that question as much as anyone's.
Questions buyers ask about B2B website cost
How much does a B2B website cost?
A B2B website with Up Strategy Lab usually costs about EUR 11,000 to EUR 36,000. The price depends mostly on whether your positioning needs work, how many audiences the site must serve, and how much content we write from scratch. Page count matters less than most buyers expect.
How much do design agencies charge in Europe?
Design agency pricing in Europe varies widely, and we can only speak for our own. Our projects have ranged from about EUR 5,000 to well over EUR 100,000, scoped to each client's needs and budget.
How much does a design system cost?
A design system's cost follows the size and state of the product it serves. A small product needs a compact component library, while a mature platform with design debt needs an audit first. We usually build design systems as part of product work, with documentation your developers keep after handover.
How much does a design retainer cost per month?
A design retainer with us usually costs about EUR 3,000 to EUR 4,500 a month, some smaller. A full-service retainer, covering design, branding, sales material, product design, content and blog articles, is closer to about EUR 14,000 to EUR 18,000 a month. Retainers are sized to what you need.
How long does it take to build a B2B website?
Webflow projects for small to mid-sized B2B websites typically take four to six weeks, and larger set-ups take longer. Projects on our custom stack, usually Vercel, Payload CMS and Supabase or Neon, take two to four weeks end to end. Positioning and content work, when needed, comes before the build.
Is training included in the website price?
Yes. Handover, including training and documentation, is always included in our website projects, so your team can update the site without us. Ongoing care is available afterwards on a monthly retainer sized to what you need, but it is optional.
Do you have a price list?
No. We have no price list and no fixed entry package, because every project is scoped to the client's needs and budget. The quickest way to a useful number is to tell us your budget and what you want to fix, and we will say what that budget can realistically cover.
How to get a quote you can compare
Before you speak to any agency, write down who your best buyers are, what they misunderstand about your product today, and the budget you can honestly spend. Then ask each supplier how much of their quote goes on working out the message and how much on design and build.
If you want our view, send your budget and the problem to contact@upstrategylab.com or through the contact page. Noel Braganza or Daniel Nilsson will reply within one business day, usually with a sense of where you sit in the range and what we would do first. You can read more about how we work before you write.
That one split between message and build is what makes three very different proposals comparable, and it is usually where the real difference in price was hiding all along.
