Hey, this is David from Lemonade, and I'm about to give you the Landing Page Build Pricing Calculator so you can scope and quote one-off landing page projects without second-guessing yourself or leaving money on the table.
So who am I and why should you trust me? I'll make this quick...
- Co-founder of Lemonade (performance marketing brand)
- Managed $50M+ in ad spend across Meta, TikTok, and Google
- Scaled 30+ DTC brands from $0 to $1M+/mo
- Been on both sides of the table - buying landing page builds AND selling them
- Still can't figure out why agencies quote wildly different prices for the same work
What To Do With This:
1. Fill in the inputs based on the project scope you're quoting
2. Review the calculated outputs to see your baseline costs and recommended pricing
3. Adjust your final quote based on the client context and complexity factors
Time to complete: 5-10 minutes per project quote
Why This Calculator Matters
Right. Here's the thing nobody wants to admit.
Most agencies and freelancers absolutely butcher their landing page pricing. They either quote too low because they're scared of losing the deal, or they pull a number out of thin air and hope for the best. Neither approach is sustainable.
I've had these exact conversations with designers, developers, and agency owners. The question always comes up: "If I said we've got $2,000 for a landing page build - would you work on that?" And the honest answer is always "it depends." But depends on what exactly?
This calculator forces you to think through the actual variables that drive project cost - complexity, platform, client readiness, revision rounds - so you can quote confidently and protect your margins. Because here's the truth: if you're pricing landing pages without knowing your numbers, you're either overcharging and losing deals, or undercharging and burning out.
Calculator Metadata
- Calculator Title: Landing Page Build Pricing Calculator
- Purpose: Scope project complexity and generate profitable quotes for one-off landing page builds
- Time to Complete: 5-10 minutes
Input Fields
- Field Name: Hourly Rate | Description: Your baseline hourly rate for design/dev work | Where to Find It: Your standard rate card or what you need to hit revenue targets | Example Value: £75 | Format: Currency
- Field Name: Estimated Design Hours | Description: Hours needed for design phase (wireframes, mockups, revisions) | Where to Find It: Based on project brief and client brand readiness | Example Value: 4 | Format: Hours
- Field Name: Estimated Development Hours | Description: Hours needed for build phase (platform setup, responsive build, integrations) | Where to Find It: Based on platform complexity and functionality required | Example Value: 6 | Format: Hours
- Field Name: Revision Buffer (%) | Description: Percentage buffer for revision rounds and scope creep | Where to Find It: Industry standard is 15-25% depending on client type | Example Value: 20% | Format: Percentage
- Field Name: Platform Complexity Multiplier | Description: Complexity factor based on build platform (WordPress = 1.2, Webflow = 1.0, Custom = 1.5) | Where to Find It: Based on client's existing tech stack | Example Value: 1.0 | Format: Multiplier
- Field Name: Client Readiness Score | Description: How prepared is the client? (1 = no brand assets/copy, 2 = partial assets, 3 = fully ready) | Where to Find It: Based on discovery call or brief review | Example Value: 2 | Format: Number (1-3)
- Field Name: Analytics/Tracking Setup | Description: Include tracking setup? (0 = No, 1 = Basic GTM, 2 = Full analytics with heatmaps) | Where to Find It: Based on project scope requirements | Example Value: 1 | Format: Number (0-2)
Output Fields / Calculations
- Output Name: Base Project Hours | Formula: Design Hours + Development Hours | What It Tells You: Raw time estimate before buffers | Benchmark: Simple landing page: 6-10 hours. Complex: 12-20 hours
- Output Name: Adjusted Project Hours | Formula: Base Hours × (1 + Revision Buffer) × Platform Multiplier × (1.5 - (Client Readiness × 0.15)) | What It Tells You: Total hours accounting for all complexity factors | Benchmark: Should be 20-40% higher than base hours
- Output Name: Minimum Project Cost | Formula: Adjusted Hours × Hourly Rate | What It Tells You: Floor price - don't go below this | Benchmark: Never quote below this number
- Output Name: Recommended Quote | Formula: Minimum Cost × 1.25 | What It Tells You: Suggested client-facing price with margin | Benchmark: Aim for 20-30% above minimum cost
- Output Name: Effective Hourly Rate Check | Formula: Recommended Quote ÷ Adjusted Hours | What It Tells You: What you're actually earning per hour | Benchmark: Should equal or exceed your target hourly rate
Worked Example
Project Profile: Law firm landing page for Google Ads campaign - WordPress build, client has logo but no copy ready
Input Values:
- Field: Hourly Rate | Value: £75
- Field: Estimated Design Hours | Value: 5
- Field: Estimated Development Hours | Value: 8
- Field: Revision Buffer | Value: 20%
- Field: Platform Complexity Multiplier | Value: 1.2 (WordPress)
- Field: Client Readiness Score | Value: 2 (partial assets)
- Field: Analytics/Tracking Setup | Value: 1 (Basic GTM)
Calculated Outputs:
- Output: Base Project Hours | Calculation: 5 + 8 | Result: 13 hours
- Output: Adjusted Project Hours | Calculation: 13 × 1.2 × 1.2 × 1.2 | Result: 22.5 hours
- Output: Minimum Project Cost | Calculation: 22.5 × £75 | Result: £1,687.50
- Output: Recommended Quote | Calculation: £1,687.50 × 1.25 | Result: £2,109
- Output: Effective Hourly Rate Check | Calculation: £2,109 ÷ 22.5 | Result: £93.73/hr
Interpretation:
For this law firm landing page project, you'd quote around £2,000-2,100. The WordPress complexity and partial client readiness pushed the hours up significantly from the base estimate. Your effective hourly rate of £93.73 gives you healthy margin above your £75 baseline - enough buffer for the inevitable "can we just add one more thing" requests.
What To Do With These Numbers
If your Effective Hourly Rate is below your target rate:
You're underpricing. Either increase your Recommended Quote multiplier or push back on scope. Don't take projects that drag your effective rate down.
If the Client Readiness Score is 1:
Add a "brand discovery" line item or require the client to provide assets before you quote. Projects with unprepared clients always run over.
If you're consistently hitting 20+ Adjusted Hours:
Consider whether this is really a "one-off landing page" or if it should be scoped as a mini-site project with different pricing.
Quick Reference: Pricing Ranges by Project Type
Based on the conversations in our network, here's what the market looks like:
- Project Type: Design Only (no dev) | Typical Range: £500-1,000 | Notes: Depends on complexity
- Project Type: Simple Landing Page (Webflow) | Typical Range: £500-2,000 | Notes: Template-based, minimal custom
- Project Type: Standard Landing Page (WordPress/Webflow) | Typical Range: £1,500-3,000 | Notes: Custom design, full build
- Project Type: Complex Landing Page + Analytics | Typical Range: £2,500-4,500 | Notes: Multiple sections, integrations, tracking
- Project Type: Template System (reusable) | Typical Range: £3,000-5,000+ | Notes: Initial build, then £200-500 per duplicate
Next Steps
1. Run this calculator on your last 3 quoted projects - were you under or over?
2. Set your non-negotiable minimum - know your floor before every sales call
3. Build in the revision buffer - it's not pessimism, it's reality
4. Track actual hours vs. estimated - refine your inputs over time
The goal isn't to quote the highest possible number. It's to quote accurately, protect your time, and deliver profitably. That's how you build a sustainable pipeline instead of burning out on projects that seemed like a good idea at the time.
Pretty straightforward, right?