The 4 Most Popular Webflow Agency Pricing Structures

How does a Webflow agency decide what to charge their clients? It's a question that bubbles up frequently as businesses of all sizes look to establish or enhance their online presence.

From fixed fees to hourly rates, each pricing structure has its own characteristics that contribute to your project's success. In this comprehensive guide, we'll introduce you to the four most popular pricing models adopted by Webflow agencies.

Table of contents

Exploring Webflow agency pricing structures

Exploring Webflow agency pricing structures is about understanding the different ways agencies can align their services with your budget and project goals. We're going to explore four prevalent pricing frameworks: hourly rates, set prices, retainers, and pricing based on value. Each pricing option presents its unique advantages and challenges. We'll explore these to guide you in selecting the most appropriate one for your project's needs.

Hourly-based fees

Hourly-based fees function similarly to how a consultant might charge for their time. Consider a scenario where a Webflow agency charges $100 for each hour of work. Should your project require 5 hours to finish, the total expense would be $500. The advantage of this pricing approach is its transparency; it provides a clear view of exactly how time is distributed throughout the various stages of your project.

For example, the agency might spend 3 hours on the design aspect, 2 hours on configuring the layout, 4 hours on actual development tasks, and 1 hour on the finishing touches and modifications. They would provide you with a detailed bill, breaking down the hours spent on each segment. This detailed accounting gives you a clear view of the agency's effort distribution and how your budget is being utilized.


  • Pay for what you use: With hourly billing, you only pay for the time the agency spends working on your project. This can be cost-effective for smaller tasks or if you need occasional work.
  • Flexibility: This model offers the flexibility to adjust the scope of work without renegotiating the entire contract. If you want to expand or reduce the project, the agency can accommodate that and the clients love it!
  • Transparency: Hourly rates often come with detailed timelines, providing clear insight into how much time is spent on every task.


  • Uncertainty in costs: It can be challenging to predict the final cost of the project, as it's dependent on how many hours the agency will need to complete the work.
  • Scope: Without a fixed price, projects can expand in scope and cost as additional features or revisions are requested.
  • Efficiency concerns: There's a potential disincentive for agencies to work efficiently since more hours mean more billing. This can sometimes lead to conflicts of interest between speed and thoroughness.

Fixed rates

Fixed rates refer to a pricing model where a Webflow design and development agency charges a predetermined amount for the entire project or for specific deliverables, regardless of the time spent on the project. This is akin to selecting a prix fixe menu at a restaurant, where you know the exact offerings and the price before you dine.

For instance, an agency could provide a website redesign service for a flat fee of $5.000. This fee would cover everything outlined in the project scope, from initial designs to the final launch of the site. Whether it takes 50 or 60 hours to complete, the cost remains the same, providing a clear budget for the client from the outset.


  • Budget certainty: Clients know the exact cost of the project from the start, which simplifies budget planning and financial forecasting. This gives the company the advantage of asking for a part of the fees in the beginning. 
  • Easy competition: A single price for the entire project avoids the need to track hours and manage complex billing, thus, giving a headstart and a competitive advantage.
  • Efficiency: Agencies are incentivized to work efficiently to maximize their profit, which can often lead to quicker project turnaround.


  • Less flexibility: Any changes or additional features outside the initial agreement may result in extra charges, potentially leading to higher costs than anticipated.
  • Risk of lower quality: To stay within budget, an agency might rush work or cut corners, potentially compromising the quality of the final product.
  • No space for additional work: If the client asks for additional work or you want to add something based on your expertise, it is not possible. Either it will cost extra to the client, or you will do the work out of your own budget. 

Retainer fees

Retainer fees are a pricing model where clients pay a Webflow agency a recurring fee, typically monthly, for a set amount of work or hours. This is similar to a subscription service, where you pay a regular fee to have access to a certain level of service or a predetermined amount of work each month.

For example, a Webflow agency might offer a retainer package for ongoing website maintenance and updates at $2.000 per month. This retainer could include services like content updates, design tweaks, and technical support. The client pays the same amount each month, and in return, the agency allocates a certain number of hours or completes a list of tasks during that period.


  • Predictable costs and services: Clients can budget for a consistent expense each month and know the scope of services they will receive.
  • Priority service: Being on retainer often means the client's work takes priority over non-retainer clients, leading to quicker responses and turnaround times.
  • Strategic partnership: It allows for a long-term relationship with the agency, fostering a deeper understanding of the client's business and more strategic support.


  • Underutilization: If the full retainer hours or services aren't used within the billing period, the client may feel like they are not getting full value for their investment.
  • Complacency risk: There's a potential risk of the agency becoming complacent, knowing that they have a guaranteed payment regardless of the amount of work they do.
  • Long-term commitment: Retainers usually involve a contract that locks clients in for a period of time, making it less flexible than project-based or hourly billing if the client's needs change.

However, a lot of Webflow agencies including ours offer free cancellation at any time without contracts, so there's no risk of being forced or locked into the retainer.

Value-based pricing

In value-based pricing, Webflow agencies set their fees based on the client's anticipated value from the services provided, not on the services' actual costs. This pricing model focuses on the expected gains and improvements for the client, including potential sales growth, better customer engagement, or an enhanced brand presence.

Take, for example, a Webflow agency that crafts a website expected to significantly boost a client's online sales. An agency could suggest a charge of $10.000 for a project, which, under hourly billing, might typically be priced at about $5.000. This pricing reflects the idea that the client's expenditure goes beyond mere website creation to encompass the prospective revenue growth anticipated from the site's launch and operation.


  • Mutual success: The agency's motivation is tied to delivering tangible results, ensuring that their triumphs are directly connected to the client's success.
  • Enhanced ROI: Clients stand to gain a more substantial return on investment as the agency is driven to produce work that meaningfully benefits the client's business.
  • Tailored services: This pricing model motivates agencies to customize their offerings to meet the unique needs of the client, which can lead to more creative and effective outcomes.


  • Subjective valuation: The worth of services is often based on perception, which can cause discrepancies in expectations between the client and the agency.
  • Higher upfront investment: Value-based projects may require a larger initial outlay compared to other pricing models, which could be a hurdle for smaller companies or startups.

Choosing the right pricing structure

Choosing the right Webflow plan hinges on several key considerations:

  • Budget: Set a clear budget to guide your plan selection, ensuring it aligns with your financial limits.
  • Traffic volume and growth potential: Choose a plan that can handle your expected traffic and scale your growth.
  • Essential features: Prioritize plans offering features critical to your website's objectives, like advanced CMS or ecommerce functionalities.
  • Website type and complexity: Match the plan to the complexity of your site, whether it's a basic blog or a sophisticated ecommerce platform.
  • Ecommerce needs: For online stores, ensure the plan supports your product range and offers the necessary payment solutions.
  • Team collaboration: If working with a team, select a plan that facilitates collaboration with appropriate access levels and workflow tools.
  • Flexibility for future growth: Opt for a plan that's flexible enough to accommodate future enhancements and growth.
  • Value for investment: Consider the benefits each plan offers in relation to its cost, focusing on long-term value.
  • Regular evaluation: Continuously assess your plan's effectiveness and be ready to make changes to stay aligned with your goals.

Key takeaways

We've covered the four main pricing structures that Webflow design and development agencies offer: hourly rates, fixed fees, retainer agreements, and value-based pricing. Each has its perks and quirks, tailored to fit different project scopes and budget sizes.

Selecting the ideal pricing structure involves aligning your project requirements with a pricing strategy that fits your objectives. It's centered on transparency, economic efficiency, and partnering with an agency that delivers effectively and effortlessly.

Frequently asked questions

How do I determine which Webflow agency pricing structure best fits my project requirements and budget?

To find the right fit, consider your project scope, desired features, budget, and the level of support needed. Request quotes from multiple agencies, compare their offerings, ask for case studies or client references, and ensure the chosen Webflow agency aligns with your project goals and budget constraints.

Are there additional costs besides the base pricing, such as hosting or maintenance fees?

Some agencies include hosting and maintenance in their packages, while others might charge separately for these services. It's essential to clarify what's included in the initial pricing and what might incur additional costs.

What factors influence the pricing of Webflow services offered by agencies?

Several factors impact pricing, including the complexity of design, number of pages, ecommerce functionality, integration of third-party tools, level of customization, ongoing support, and maintenance needs.


Grow rapidly with unlimited Webflow design & development

Power of a full Webflow team at the cost of one employee. Fast turnaround. No contracts or surprises. Cancel anytime.
Webflow Professional Partner