After more than a decade developing WordPress sites, I've seen a pattern that repeats itself: the client signs a quote, the project starts, and a few weeks later the «but I thought that was included». The problem is almost never bad faith; the problem is that no one took the time to explain what a real professional web project includes.
This article is the guide I would have liked to give to every client before the first meeting. I'm going to break down, point by point, everything that a serious web quote should include, what to ask for in a web design contract and how to define the scope of the web project so there are no surprises.
Why you need to understand the scope of a web project before signing on
In my experience, most of the conflicts between client and developer arise from a poorly defined scope of the web project. It is not a minor issue: when the scope is ambiguous, hidden costs, stretched deadlines and broken expectations appear on both sides.
Knowing exactly what is included in a professional web project gives you three specific advantages:
- You compare budgets with criteria: you know if they are offering you the same or if a low price hides important cuts.
- You avoid delays and cost overruns: by defining each deliverable up front, the «extras» are no longer a surprise.
- You get a result aligned with your business objectives: it's not about a pretty website, it's about a tool that generates results.
The phases that every professional web project should include
A serious project doesn't start in Figma or WordPress. In my workflow, every project goes through very specific phases. If your provider skips any of them, you should ask why.
Initial analysis and strategy definition
Before touching a single line of code, we need to understand the business. This phase includes:
- Definition of measurable objectives (capturing leads, selling products, brand positioning).
- Analysis of the target audience (buyer persona).
- Study of direct and indirect competition.
- Keyword research relevant to SEO.
- Inventory of necessary functionalities: forms, payment gateways, private areas, integrations with CRM or external tools.
Attention: If a supplier gives you a quote without asking you these questions, it is a warning sign. A web quote that does not include an analysis phase is, at the very least, incomplete.
2. Web planning and architecture
With the strategy clear, the site structure is designed:
- Site map (sitemap): all the pages that the website will have, organized hierarchically.
- Wireframes: diagrams of each page showing the distribution of content blocks.
- Technical definition: what technology will be used (WordPress, custom development, headless CMS, etc.), what plugins, what hosting.
- Work schedule: realistic timelines for each phase, with review milestones.
In my WordPress workflow, this phase includes defining whether we need a custom theme or a theme builder, which core plugins we are going to use and how the content is going to be managed in the long term.
3. UX/UI Design
This is where visual design comes in, but oriented towards conversion, not just aesthetics. According to Nimio Estudio, a professional website must offer a smooth, intuitive and pleasant user experience, where the visitor understands in 5 seconds who you are, what you offer and how to contact you.
What this phase should include in your budget:
- Responsive design (mobile, tablet, desktop).
- Coherent design system: color palette, typography, iconography.
- Clear visual hierarchy with strategic CTAs.
- Defined review rounds (usually 2 or 3, not unlimited).
Critical point in the web design contract - what to ask for: make sure the estimate specifies how many rounds of design review it includes. «Unlimited revisions» sounds appealing but usually ends up in a project that never closes. In my experience, 2-3 rounds with consolidated feedback works much better.
4. Technical development
This is the phase where the design comes to life in code. As a PHP and Vue.js developer, I know that what happens under the hood makes the difference between a website that works today and one that is still working three years from now.
A serious web budget should detail:
- Layout and front-end development: Semantic HTML, optimized CSS, functional JavaScript.
- Back-end development: server logic, database, API integrations.
- Specific functionalities: advanced forms, search filters, e-commerce, memberships, etc.
- Performance optimization: image compression, caching, lazy loading, file minification.
- Safety: SSL certificate, protection against SQL injections, firewalls, automatic backups.
Example of what should define the technical scope:
- CMS: WordPress 6.x - Theme: custom development (starter theme + ACF blocks) - Core Plugins: ACF Pro, WP Rocket, Wordfence, Rank Math - Hosting: VPS with LiteSpeed / Nginx - PHP: 8.2+ - Integrations: HubSpot API for forms, Google Analytics 4 - Backups: automatic daily backups with 30-day retention
5. Content and on-page SEO
This is where many quotes get tricky: are the texts written by the developer, the client or an external copywriter? Are the photos included or not?
This should be made clear in the contract:
- Who writes the text on each page.
- If keyword research and on-page SEO optimization is included.
- Who provides the images (image bank, photo shoot, stock).
- Metadata configuration: titles, descriptions, Open Graph for social networks.
- Friendly URL structure and redirects (if it is a migration).
Good practice: In my workflow I always include the basic technical SEO setup (XML sitemap, robots.txt, basic structured data) as part of the project. But long-term content strategy is a separate service. Make sure your provider distinguishes the two.
6. Testing and Quality Assurance (QA)
Before launching, a professional project goes through a battery of tests:
- Testing in multiple browsers (Chrome, Firefox, Safari, Edge).
- Testing on real devices (not only simulators).
- Validation of forms and conversion flows.
- Speed test (PageSpeed Insights, GTmetrix).
- Web Accessibility Review (WCAG).
- Verification of broken links and 404 errors.
7. Launching and production start-up
The «go live» is not simply a push of a button. It includes:
- Migration of the development environment to production.
- DNS and SSL certificate configuration.
- Verification in Google Search Console and Analytics.
- Implementation of 301 redirects if it is a redesign.
- Post-launch monitoring during the first 48-72 hours.
8. Post-launch maintenance and support
A professional web project does not end with the launch. As highlighted by JI Global Solutions, The maintenance, improvement and evolution phase is an integral part of the life cycle of any web site.
Ask your supplier:
- Does it include a post-launch warranty period, and for how long?
- What does the monthly maintenance cover (WordPress updates, plugins, backups, security monitoring)?.
- What is the cost and turnaround time for changes or improvements outside the original scope?
How much does a company charge for a website?
This is probably the question I hear the most. And the honest answer is: it depends on the scope.
A 5-page institutional site with custom design, basic SEO optimization and hosting configuration does not cost the same as an e-commerce site with 500 products, payment gateway, ERP integration and shipping system.
What I can tell you is what the web budget should include to be comparable:
- Breakdown by phase: each stage with its price and deliverables.
- Number of pages or templates: a website« is not the same as »8 pages with 3 different templates«.
- Explicit functionalities: every form, every integration, every automation listed.
- What is NOT included: as important as what is. Annual hosting, domain, content, photography, maintenance - everything should be explicit.
- Payment terms and conditions: milestones associated with deliverables, not arbitrary dates.
Warning signal: Be wary of one-line quotes like «Professional Web Design - $X». Without a breakdown there is no way to know what you are buying and what is left out.
What does a web developer do in a company?
A professional web developer is not «the one who makes the page». In my experience, the role encompasses much more:
- Technical consulting: recommend the best solution for each business need.
- Software architecture: define how the application is structured to be scalable and maintainable.
- Custom development: create plugins, themes or functionalities that do not exist in standard solutions.
- Performance optimization: ensure that the website loads fast and offers a good experience on all devices.
- Safety: protect the web against attacks, implement best practices and keep everything up to date.
- Systems integration: connect the web with CRMs, ERPs, email marketing platforms, payment gateways and third-party APIs.
- Continuous support: solve problems, implement improvements and adapt the website to new business needs.
A good web developer is a strategic ally, not a task executor. If your supplier only takes orders without questioning or proposing alternatives, he is probably not providing as much value as he should.
What to ask for in a web design contract: definitive checklist
Before signing, make sure the contract or proposal includes clear answers to these questions:
- What is the exact scope of the project (number of pages, functionalities, integrations)?.
- How many rounds of design review are included?
- Who is in charge of the content (texts, images, videos)?
- What if I need something that was not in the original scope (change request process and costs)?.
- Does the source code belong to me at the end of the project?
- Who contracts and manages the hosting and domain?
- Does it include web management training?
- Is there a warranty period and what does it cover?
- What does the maintenance plan include and how much does it cost?
- What are the delivery deadlines and what happens if they are not met?
Good practice: always ask for a detailed written proposal before signing. A professional vendor should have no problem detailing exactly what is included and what is not. If the answer is vague, the project probably will be too.
Common mistakes you should avoid
In my experience with hundreds of WordPress projects, these are the mistakes I see repeated:
- Choose supplier based on price only: cheap is expensive when the site has to be redone the following year.
- Not defining who provides the content: the project is held up for weeks waiting for texts that no one has assigned.
- Ignore maintenance: a website without updates is a vulnerable website.
- Do not ask for access: hosting, domain, Analytics, Search Console - everything should be in your name.
- Skip the testing phase: to launch without QA is to invite bugs to the party.
Your next step
If you've made it this far, you already have a much clearer idea of what a professional web project includes and what questions to ask before signing up. The scope of a well-defined web project is the difference between a smart investment and a frustrating expense.
If you are evaluating a new website or a redesign and want to know exactly what you need and how much it costs, I can help you. Request a detailed proposal and I will prepare an itemized web budget, without fine print and with everything your project needs to really work.
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