Pricing a WordPress site is a topic where many agencies hide behind the phrase “from 5,000 PLN” or “custom quote after the brief”. From a B2B decision-maker’s perspective, this message is frustrating: you want to estimate the budget before booking a meeting and to know whether you are talking to an agency at a similar level or one floor too high. This text shows 6 concrete factors that really affect the price, plus ranges for typical B2B SME scenarios.
Our studio has been delivering custom WordPress for B2B clients since 2018, in the DACH plus Poland segment. This text is based on data from 20+ projects: real work hours, real invoices, real scope. We do not sell “cheap up to 5,000 PLN”, because that does not cover the cost of a solid project. We sell honestly: 8,000-25,000 PLN for typical B2B SME, more for e-commerce with ERP integrations. Broader context in our text on custom WordPress for B2B.
Why “from 5,000 PLN” in ads is often misleading
“WordPress site from 5,000 PLN” is the most popular phrase in ads from Polish webdev agencies in 2026. What does the client really get for this price? A ready template from ThemeForest, edited through Customizer, 5 subpages, contact form. Delivery time 1-2 weeks, no custom design, no custom Gutenberg blocks, no performance optimization, no multilingual, no integrations.
What the client does NOT get for 5,000 PLN: a dedicated design aligned with the brand, a child theme optimized for brand and performance, custom block patterns for the content editor, multilingual setup, custom CRM/ERP integrations, Lighthouse 90+ baseline, post-launch retainer, workflow documentation for the content editor. All this requires 40-80 hours of dev work that cannot be funded from 5,000 PLN.
Our real ranges for a B2B SME project: 8,000 PLN for minimal scope (client provides content and base design, we deliver child theme plus deploy), 12,000-18,000 PLN for typical scope with design and content support, 20,000-25,000 PLN for extended scope with multilingual and WooCommerce, more for e-commerce with ERP integrations. These numbers are defensible in a brief with a stakeholder.
Factor 1: Functional scope
The most important pricing factor. A site of “5 subpages plus contact” costs radically less than “5 subpages plus blog plus portfolio plus multilingual plus B2B portal”. Below is a breakdown of ranges per scope for typical projects.
- 5-page B2B business card: 8,000 PLN. Home, About, Services (1 aggregate page), Case Studies (1 page), Contact. Custom design priced separately.
- 10-page with blog and portfolio: 12,000 PLN. Above plus Blog (archive plus single template), Portfolio (custom post type plus archive plus single), Pricing page, Process page.
- Multilingual 3+ languages: add 30% to the base quote. Polylang setup, translation-ready strings, hreflang, slug map per lang, native testing per lang.
- WooCommerce plus Germanized for DACH: add 40-60% to the base quote. Shop setup, payment integrations (Stripe or Przelewy24), Germanized config (EU VAT, DSGVO terms, GPSR), testing checkout flow.
- Custom user roles and B2B portal: add 50-80% to the base quote. Custom roles plus capabilities, B2B pricing, gated content, restricted areas, custom dashboard for logged-in clients.
Concrete pricing example: B2B SME in services, 12 subpages, blog, portfolio, 2 languages (PL plus DE), contact form, no e-commerce. Quote: 14,000 PLN one-time. Real delivery time: 8 weeks. This client would pay 25,000 PLN if they wanted to add WooCommerce with 50 products and Brevo integration for email marketing.
Factor 2: Design, template or custom
The second largest factor. A marketplace template plus edit-in-Customizer costs 0 PLN for design (apart from the template license, 60-100 USD). A custom design with Figma mockups and hi-fi prepared for a specific client brand costs 4,000-10,000 PLN extra on top of the base development quote.
Three levels of design in our quote. First: Astra theme plus Customizer tweaks (light color and font customization in the default Astra). Base price 8-10 k PLN for a 5-page site; the client gets a template feel but in brand colors. Second: Astra child theme plus custom CSS plus custom blocks (our default). Add 25% to the base quote; the client gets a clearly custom feel, dedicated block patterns in Gutenberg. Third: full custom design from Figma mockups with the oh-my-design or huashu-design workflow. Add 50-75% to the base quote; the client gets a site indistinguishable from a high-end agency at 8x lower price.
What if the client has their own in-house designer: excellent. Then we only quote the dev slot, design goes on the client side. In practice, this requires a client designer who delivers Figma mockups in a format suitable for dev handoff (componentized, with design tokens, with hover/focus states, with mobile/tablet/desktop versions). Without that, the dev has to guess and ask for iterations, which derails the timeline.
Factor 3: Content and its state
Content is often underestimated in pricing but realistically takes 8-20% of the project budget. Three typical scenarios.
First: client provides ready content plus photos. Standard price, no surcharge. The client supplies copy in Google Docs (one document per page), photos in a folder (high-res, branded), logo in SVG, fonts specified (Google Fonts or own license). We import content into Gutenberg, take care of consistency.
Second: client asks us for copy. Add 3,000 PLN to the base quote for 5 pages PL plus EN. We run a client briefing (1h call), write draft copy in the client’s brand voice, iterate 2-3 times to acceptance. Translation PL to EN: 1,500 PLN extra, native speaker review included. Translations DE/FR/CS: 1,500 PLN per additional language.
Third: client asks us for product photos or hero images. Add 1,500-3,000 PLN for 8-15 AI-generated images (Higgsfield workflow, Seedream 4.5, brand-consistent style). The client gets full usage rights, RAW plus exports (PNG plus WebP). For drone shots from a sister studio: 2,500 PLN per day plus post-production 1,500-3,000 PLN.
Factor 4: Integrations with client systems
Integrations are often a hidden cost in the quote. The client says “and it has to sync with our CRM” in the last minute of discovery, and that adds 5,000-15,000 PLN to the project. List of typical integrations and their costs.
- CRM (Pipedrive, HubSpot, Salesforce): 2,000-5,000 PLN. REST API setup, pushing leads from WP forms to CRM, field mapping, error handling, retry logic.
- ERP (Comarch Optima, Subiekt GT, SAP): 5,000-15,000 PLN. Depends heavily on the client’s API documentation. Comarch has a well-documented REST API. Subiekt often has no API and requires external bridges like wFirma plus SubiektWeb.
- Email marketing (Brevo, Mailchimp, ActiveCampaign): 1,000 PLN. Standard WP plugin, tracking pixel setup, hooking up newsletter form.
- Payment gateways (Stripe, Przelewy24, PayU): 1,000 PLN setup per gateway, WooCommerce has native plugins, we do the configuration plus sandbox test.
- Calendar booking (Calendly, Cal.com): 500-1,500 PLN. Widget embed plus styling plus webhook to CRM/email.
Real-world example: for a DACH e-commerce client we built a custom packing dashboard as a WooCommerce plugin, integrated with Germanized (VAT invoices) and a thermal printer. Plugin quote: 12,000 PLN. Packing pace increased by 30%, error rate dropped to zero. ROI for the client within 6 months. More in our text on B2B customer support automation.
Factor 5: Performance and SEO baseline
Performance and SEO baseline are often treated as “automatically in scope”, but in real pricing they split into 3 levels.
Level 1: Lighthouse 70+ is enough. This is the default after a well-built child theme without special perf tuning. Standard price, no surcharge. The client gets a site that runs fast on desktop and okay on mobile, Core Web Vitals on the edge of “Good”.
Level 2: Lighthouse 90+ targeted. Add 10-15% to the base quote. Image optimization (WebP plus AVIF plus responsive srcset), lazy-load (native loading=”lazy” plus Intersection Observer for custom), CDN setup (Cloudflare or BunnyCDN), font subsetting, critical CSS extraction. A client competing in SEO gets a site that dominates the competition in Core Web Vitals.
Level 3: Lighthouse 99+ like our own site. Add 20% to the base quote. Manual perf tuning (custom LSCache config, defer non-critical JS, preload critical assets, manual image compression), accessibility audit (WCAG 2.1 AA compliance), SEO audit. Real benchmark: our site has Lighthouse 99/100 mobile across all 5 languages.
Technical SEO baseline (schema.org, sitemap, robots.txt, canonical, hreflang) is in standard scope. Content SEO (keyword research, 5 blog articles, internal linking strategy) is a separate package: 3,000-5,000 PLN for 5 articles with keyword research plus content writing plus internal linking plus deploy.
Factor 6: Post-launch retainer and support
A retainer is optional but recommended for clients whose site generates revenue. Three levels of our retainers.
Without retainer: client manages themselves, we are available ad-hoc at an hourly rate of 150 PLN/h. This is an option for clients with their own in-house IT or for small projects (under 5,000 PLN) where retainer ROI is debatable.
Standard retainer, 800 PLN/mo: security patches (Astra Pro plus WP core plus plugins), monthly plugin updates (with staging test before deploy to prod), content edits up to 2h/mo, uptime monitoring, automatic weekly backup. Default for most of our clients. ROI: a single disaster like “site hacked” costs 5,000-15,000 PLN to fix, the Standard retainer pays for itself in 6-12 months.
Premium retainer, 1,500 PLN/mo: above plus monthly analytics review (GA4 plus Search Console plus heatmaps), ad-hoc dev up to 5h/mo, prioritized 24h SLA response, quarterly strategy call. For clients with active marketing (paid ads plus content plus SEO) and a need for fast landing page iterations.
Enterprise tier: custom negotiated, usually from 3,000 PLN/mo, dedicated contact person, hours of work within the retainer (e.g. 20h/mo), dedicated Slack channel. For clients with larger scope: e-commerce with 1000+ products, B2B portal with user management, multilingual in 5+ languages.
The real quoting path
Our quoting process is transparent and short. Five steps from first contact to start of work.
- 30 min discovery call (free): we understand the client’s business, scope, timeline, budget range. We ask about KPIs, target audience, competitive landscape. We don’t sell, we listen.
- Brief in a templated format: we send the client a brief with 3 buckets SPECIFIED/PARTIALLY/UNSPECIFIED. The client fills it out in 2-3 days, we analyze.
- Scope agreement plus termsheet: quote based on the brief, signed scope in PDF, payment terms (30/50/20 standard), delivery date.
- 30% down payment plus start of work: down-payment invoice, client pays, we start. Discovery deep dive plus first mockups in 1-2 weeks.
- Milestone 50% after design approval, 20% after launch: client approves design, pays 50%, dev starts. After launch the client pays 20%, the retainer begins.
The whole process from first contact to launch usually takes 6-12 weeks for a typical B2B SME project. If the client has a clear brief and reacts quickly to feedback, 6 weeks is achievable. If the client delays decisions and feedback, the timeline drifts to 12-16 weeks. Contact us: contact page.
FAQ
Can I get a concrete price by email without a call?
Yes, if you fill in the brief. We send the brief template in the first email, the client fills it out in 30-60 minutes, we reply with a quote in 2-3 business days. Without a brief, we can only give a guesstimate like “8,000-25,000 PLN”, which does not help the client decide. The brief is free, the client does not commit to anything.
Is the 30% down payment refundable?
No, but if the scope is terminated, you can settle the actually performed work hours. Legal standard: the down payment is non-refundable, but the client receives an hourly report and may claim unused funds as credit for another project (1-year validity).
What if I extend the scope during the project?
Standard “change request”: the client reports a new requirement, we estimate effort and price, the client decides go/no-go. A small change (up to 4h) is often included in the post-launch retainer. A larger change (4-20h) requires a separate quote and acceptance. A very large change (20+h) may require a re-scope of the whole project and a new termsheet.
Do you offer a payment plan for larger projects?
Yes. Standard 30/50/20 (down payment, design approval, launch) is the default for projects up to 25,000 PLN. For projects 25,000-50,000 PLN we propose 20/30/30/20 (4 milestones with an extra one after dev approval). For projects over 50,000 PLN, a custom payment plan aligned with phase delivery, usually monthly invoicing.
What is the most expensive element of a typical project?
Custom dev of the child theme (40-80h of work, 6,000-12,000 PLN). That is 50-60% of the quote for a typical B2B SME project. Design (if custom) reaches 30%, content and deploy together up to 20%. Integrations (CRM, ERP) are optional and may significantly increase the quote, but usually bring the biggest ROI for the client. More context in our text on comparing WordPress, Webflow, and Wix.