Straight answers on website pricing for plumbers, HVAC contractors, and service businesses. What you get at each price point, what's worth paying for, and what's a waste of money.
"How much does a website cost?"
It's the first question every contractor asks. And the answer they usually get-"it depends"-is useless.
So here's a straight answer based on building 100+ websites for service businesses:
A website that actually generates leads for a service business costs between $3,000 and $15,000.
Below that, you get garbage. Above that, you're probably overpaying.
Let me break down exactly what you get at each price point, so you can make an informed decision instead of guessing.
The Quick Answer: Website Pricing Tiers
| Price Range | What You Get | Best For |
|---|---|---|
| $0-500 | DIY template | Businesses that don't rely on their website for leads |
| $500-2,000 | Basic template customization | Testing a market before investing more |
| $3,000-7,000 | Custom design, basic SEO | Most single-location service businesses |
| $7,000-15,000 | Full custom + conversion optimization | Serious businesses ready to scale |
| $15,000+ | Enterprise features, multiple locations | Multi-location or franchise operations |
Now let's get specific about what each tier actually includes.
Tier 1: $0-500 (DIY/Budget Templates)
What you actually get:
- Wix, Squarespace, or GoDaddy template
- Drag-and-drop builder access
- Generic template with your logo/colors
- Basic hosting included
- Maybe 5-10 pages
What you don't get:
- Custom design
- SEO optimization
- Mobile optimization (beyond responsive)
- Conversion optimization
- Schema markup
- Fast loading speed
- Professional copywriting
- Ongoing support
The real cost: If your time is worth $50/hour and it takes you 40 hours to build it yourself, you've spent $2,000 in time for a $500 website.
Who this is actually for:
- Side businesses that don't rely on web leads
- Businesses testing a new market before investing
- Temporary "placeholder" sites
Our honest take: If your business depends on getting calls from your website, this tier will cost you more in lost leads than you save on the build.
We've seen contractors spend 6 months with a DIY site generating 2 calls/month, then switch to a proper site and get 15 calls/month. That's 78 lost leads over 6 months. At $300/lead, that's $23,400 in lost revenue.
Tier 2: $500-2,000 (Budget Agencies/Freelancers)
What you actually get:
- WordPress or similar CMS
- Customized theme (not custom design)
- 5-10 pages
- Basic contact form
- Mobile responsive
- Simple SEO setup (maybe)
What you don't get:
- Original design
- Conversion optimization
- Advanced SEO (schema, speed optimization)
- Professional photography
- Copywriting
- Ongoing updates included
Where these projects come from:
- Overseas freelancers on Fiverr/Upwork
- New/struggling local freelancers
- "Website mills" that churn out templates
The hidden costs:
- $50-100/year for hosting
- $100-500 for stock photos
- $50-200/year for premium plugins
- $50-100/hour if anything breaks
- Your time managing everything
Who this is for:
- Businesses with very tight budgets
- Those who can handle ongoing management themselves
- Markets where competitors also have basic sites
Warning signs to watch for:
- "Unlimited revisions" (means they'll push back on everything)
- Offshore teams with communication barriers
- No portfolio of service business websites
- Asking for 100% upfront
Tier 3: $3,000-7,000 (Professional Custom Sites)
This is where most service businesses should be.
What you get:
- Custom design (not a template)
- 8-15 pages
- Mobile-first development
- On-page SEO foundation
- LocalBusiness schema markup
- Contact forms that work
- Basic analytics setup
- 2-4 weeks development time
- 30-90 days of support
Typical page structure:
Homepage
├── About
├── Services (main)
│ ├── Service 1
│ ├── Service 2
│ └── Service 3
├── Service Area
├── Gallery/Projects
├── Testimonials
├── Contact
└── Blog (optional)
What you might not get:
- Professional photography (add $500-1,500)
- Copywriting (add $1,000-2,000)
- Service area pages for every city
- Advanced conversion optimization
- Ongoing SEO
Real pricing example:
| Item | Cost |
|---|---|
| Discovery & strategy | $500 |
| Custom design (homepage + 2 templates) | $1,500 |
| Development (10 pages) | $2,000 |
| SEO setup | $500 |
| Testing & launch | $500 |
| Total | $5,000 |
Who this is for:
- Single-location service businesses
- Businesses ready to invest in growth
- Those who want a site that works, not just exists
What to expect for ROI: A properly built $5,000 site should generate 10-30 leads/month for a service business in a decent market. At a 20% close rate and $500 average job, that's $1,000-3,000/month in revenue.
Payback period: 2-5 months.
Tier 4: $7,000-15,000 (Growth-Focused Sites)
What separates this tier: This isn't just "more pages." It's a fundamentally different approach focused on maximizing conversions and SEO from day one.
What you get:
- Everything in Tier 3, plus:
- Conversion rate optimization (CRO)
- Professional copywriting
- 15-25 pages
- Service area pages for each city you serve
- Advanced schema markup
- Speed optimization (90+ PageSpeed)
- Heat mapping and analytics
- A/B testing capability
- CRM/call tracking integration
- 90+ days of support
- Training on how to manage the site
The conversion difference:
| Element | Tier 3 Site | Tier 4 Site |
|---|---|---|
| Homepage | Nice design | Design + persuasion strategy |
| CTAs | "Contact Us" | Tested, optimized offers |
| Forms | Basic | Conversion-optimized, multi-step |
| Trust signals | Some reviews | Strategic social proof placement |
| Content | Filler text | Professional conversion copy |
Real example breakdown:
| Item | Cost |
|---|---|
| Strategy & research | $1,000 |
| Custom design (5+ unique layouts) | $3,000 |
| Development (20 pages) | $3,500 |
| Copywriting | $1,500 |
| SEO & schema setup | $1,000 |
| Speed optimization | $500 |
| Analytics & tracking | $500 |
| Testing & launch | $1,000 |
| Total | $12,000 |
Who this is for:
- Businesses doing $500K+ in revenue
- Companies in competitive markets
- Those ready to dominate, not just compete
- Businesses with sales teams that need qualified leads
Expected ROI: A $12,000 site built for conversions should generate 30-60+ leads/month. At a 20% close rate and $500 average job, that's $3,000-6,000/month.
Payback period: 2-4 months. Then pure profit.
Tier 5: $15,000+ (Enterprise/Multi-Location)
When you need this tier:
- Multiple locations (5+)
- Franchise operations
- Complex booking/scheduling systems
- Custom integrations (CRM, dispatch software)
- Multi-language support
What's included:
- Custom web application (not just a website)
- Location-specific pages at scale
- Advanced booking systems
- Franchise-compliant designs
- Custom dashboards/reporting
- Dedicated project management
- Extended support and maintenance
Typical costs:
- $15,000-25,000: 5-10 locations
- $25,000-50,000: 10-25 locations
- $50,000+: Enterprise with custom features
Who this is for: Most service businesses don't need this. If you're reading this article, you probably don't either.
What About Ongoing Costs?
The website isn't a one-time expense. Budget for these:
Mandatory ongoing costs:
- Hosting: $20-100/month
- Domain renewal: $15-50/year
- SSL certificate: Often included, or $50-200/year
Recommended ongoing costs:
- Maintenance/updates: $100-300/month
- SEO services: $1,000-5,000/month
- Content updates: $200-500/month
Optional:
- Paid advertising management: $500-2,000/month
- Call tracking: $50-150/month
- Chat widgets: $0-100/month
Red Flags: When You're Overpaying
Watch out for these pricing tricks:
"Proprietary" platforms: Some agencies build on custom systems you can't move from. They charge $3,000 upfront, then $300-500/month forever. Over 3 years, that's $14,000+ for a site worth $3,000.
"Lease" arrangements: $0 down, $500/month, but you never own it. After 2 years, you've paid $12,000 and own nothing.
Itemized confusion:
- "SEO package" - $99/month (worthless)
- "Security package" - $50/month (free with good hosting)
- "Support package" - $100/month (should be included)
The correct model: You pay for the build. You own the site. Hosting and maintenance are separate, reasonable fees. You can leave anytime.
Red Flags: When You're Underpaying
Cheap isn't always a deal:
Warning signs:
- $500 "custom" website (it's not custom)
- "Done in 48 hours" (it's a template)
- No portfolio of similar businesses
- Can't explain their process
- Asks for 100% upfront
- Based overseas with poor communication
The real cost of cheap: A bad website doesn't just fail to generate leads-it actively loses them. Every visitor who bounces because your site looks sketchy is a lost customer.
If you're paying for SEO or ads driving traffic to a cheap site, you're burning money.
How to Choose the Right Price Point
Ask yourself:
-
How much is a lead worth to you?
- Average job value: $500
- Close rate: 20%
- Lead value: $100
-
How many leads do you need per month?
- Revenue goal: $50,000/month
- Average job: $500
- Jobs needed: 100
- Leads needed (at 20% close): 500
-
What can your website realistically generate?
- Local market size matters
- Competition level matters
- Be honest here
-
What's your payback tolerance?
- 3-month payback: Aggressive but achievable
- 6-month payback: Conservative, safe
- 12-month payback: Acceptable for major investment
The math for most service businesses:
A $5,000-7,000 website should generate 15-25 leads/month after 3-6 months of SEO. At $100/lead value, that's $1,500-2,500/month.
Payback: 2-4 months. Then ongoing return.
That's why we recommend the $3,000-7,000 tier for most single-location service businesses. It's the sweet spot of investment vs. return.
Our Pricing (Transparency)
Since we're writing about pricing, here's ours:
| Package | Investment | Best For |
|---|---|---|
| Foundation | $4,500 | Service businesses getting started online |
| Growth | $7,500 | Businesses ready to compete seriously |
| Dominate | $12,000+ | Businesses ready to lead their market |
All packages include:
- Custom design (no templates)
- Mobile-first development
- On-page SEO foundation
- Schema markup
- 90-day support
- You own everything
What varies:
- Number of pages
- Copywriting inclusion
- Service area pages
- Speed optimization level
- Conversion optimization depth
Next Step: Find Out What You Actually Need
Every business is different. Market competition, current web presence, and growth goals all affect what you should invest.
Get a free consultation:
- We'll review your current site (if you have one)
- Analyze your local competition
- Recommend the right investment level for your goals
- No pressure, no obligation
Schedule Your Free Consultation
Or if you want to see specific issues with your current site first:
Have questions about pricing? Email ned@orkkid.com. I'll give you a straight answer.