What should be optional in a website proposal?

In this template: Copywriting ($1,200.00 USD), Extra pages ($600.00 USD per page), Care plan ($150.00 USD per month). Optional lines sit next to the base price with a switch, so clients choose them without a follow-up email.

How much to charge for website

Updated September 19, 2026. Example prices in US dollars from the website proposal template.

Short answer: Price website as one fixed line (design and build at $4,500.00 USD) with a starting total of $5,700.00 USD, then 3 optional lines (copywriting, extra pages, care plan) the client can switch on, and a quantity the client sets within your limits. Set your own numbers; the structure is what gets accepted.

A worked example for web designers and studios: the pricing lines from our website proposal, what is fixed, what the client can switch on, and how to present it so the total gets accepted rather than negotiated.

The example pricing

Line	Example price	How it is sold
Design and buildFive pages, responsive, launched on your domain	$4,500.00 USD	Included
CopywritingAll page copy written and edited	$1,200.00 USD	Optional, on by default
Extra pagesBeyond the five included	$600.00 USD per page	Optional, off by defaultClient picks 0 to 10
Care planUpdates, backups and support	$150.00 USD per month	Optional, off by default

Starting total with the defaults on: $5,700.00 USD, before the client chooses among 3 optional lines, with 1 quantity the client sets within your limits. Example prices in US dollars; the template works in 16 currencies and every number is yours to change.

How to present it

The core templates cover the projects most freelancers sell: a fixed-scope build, a retainer, a shoot, a consulting engagement. Each one prices the defined work as one line and everything negotiable as an option the client can switch on.

Fixed price for the thing you can define, recurring for the thing that continues, and countable options for whatever clients tend to add. That structure survives almost any trade.

Whatever you charge, the client should be able to see the total change as they choose. A total that responds is a total that gets accepted.

Questions people ask

How much should I charge for website?: Price website as one fixed line (design and build at $4,500.00 USD) with a starting total of $5,700.00 USD, then 3 optional lines (copywriting, extra pages, care plan) the client can switch on, and a quantity the client sets within your limits. Set your own numbers; the structure is what gets accepted.
What should be optional in a website proposal?: In this template: Copywriting ($1,200.00 USD), Extra pages ($600.00 USD per page), Care plan ($150.00 USD per month). Optional lines sit next to the base price with a switch, so clients choose them without a follow-up email.
How do I present website pricing so it gets accepted?: The core templates cover the projects most freelancers sell: a fixed-scope build, a retainer, a shoot, a consulting engagement. Each one prices the defined work as one line and everything negotiable as an option the client can switch on.

Why this structure gets accepted

One fixed line the client can say yes to. Design and build is priced as a whole, so the conversation is about the result, not the hours.
Options on the page, not in follow-up emails. Copywriting, Extra pages, Care plan sit next to the base price with a switch. People choose what they can see.
The total moves as they choose. On a Quote and Sign page the client toggles lines and sets quantities, watches the total update, and signs with their name. What they chose becomes part of the signed record.

Put it in front of a client

Open this pricing as a real proposal, change the words and numbers, and send the link. Your client reads it on their phone, adjusts the options, and accepts with one tap. Both of you get the signed PDF.

Try it in the editor, no account See the website proposal template