The verdict in three sentences
A London accounting and tax firm that sends agencies a one-line brief will get quotes ranging from £6,000 to £35,000 for what looks like the same website, because each agency guesses a different scope. A written requirements checklist of about ten headings, covering pages, approvals, integrations, accessibility, data protection and SEO migration, typically narrows that spread to a range you can actually compare. Against that checklist, the Kolonell fixed grid (£2,300 Starter, £3,900 Growth, £6,900 Premium) shows exactly what is in and what stays on quote.
What should the checklist contain?
Copy this table into a document, fill the middle column, and send the same file to every agency.
| Heading | What to write | Why it changes the quote |
|---|---|---|
| Goals and audiences | Example: owner-managed businesses, contractors, individuals with complex Self Assessment, internationally mobile clients | Decides the number of service and audience pages |
| Page list and templates | Each page named: home, 6 service pages, fees approach, team, insights, contact | Agencies price templates, not ideas |
| Content ownership | Who writes, who approves, which partner signs off technical tax wording | Copywriting can double a quote if unstated |
| Professional wording | ICAEW, ACCA or CIOT references only where the firm or individuals are entitled to use them | Avoids rewriting at review stage |
| Languages | English only, or English plus another language | A second language changes the tier |
| Integrations, one line each | Client portal link, secure document exchange, e-signature, booking, CRM, accounting software, newsletter | Each is priced separately; complex ones on quote |
| Accessibility target | WCAG 2.2 AA, tested with keyboard and screen reader | Testing time must be in the plan |
| Data protection for forms | Fields collected, purpose, retention, privacy notice, cookie consent under PECR | Shapes forms and banners |
| Hosting and domain | Registered in the firm's name, admin access handed over | Prevents lock-in |
| SEO migration | Full URL inventory, 301 redirect map, Search Console access | Protects existing rankings |
| Acceptance criteria | Page speed, accessibility checks, form tests, sign-off list | Defines when the project is done |
| Timeline and budget range | Go-live date and a range, for example £3,000 to £8,000 | Filters agencies early |
Your anti-money laundering onboarding stays your own process: the website can link to it or host an enquiry form, but it should not be described as a compliance tool. This is not legal advice.
How does a vague brief change the quotes you receive?
2026 ballpark based on typical London agency quotes and public rate pages, not a survey.
| Brief item | Vague brief | Precise brief | Effect on quotes |
|---|---|---|---|
| Pages | "A modern site" | 14 named pages, 4 templates | Spread drops from about £6,000 to £35,000 to about £4,000 to £16,000 |
| Copy | Not mentioned | Agency writes 8 pages, partners approve | Removes £1,500 to £4,000 of later change requests |
| Client portal | "Something for clients" | Link to existing portal, no rebuild | Avoids a £10,000+ custom portal estimate |
| Document exchange | Not mentioned | Separate line, on quote | Quotes become comparable |
| Accessibility | "Accessible" | WCAG 2.2 AA with test report | Adds 1 to 3 days, but visible in every quote |
| SEO migration | Not mentioned | 120 URLs listed, 301 map required | Prevents a traffic drop after launch |
| Go-live | "As soon as possible" | Mid-March, after the January Self Assessment peak | Agencies plan staff, fewer rush fees |
The UK GDPR, the Data Protection Act 2018 and ICO guidance apply to every enquiry form, and PECR covers cookies and marketing email. The Equality Act 2010 is the usual reason London firms set a WCAG 2.2 AA target.
How do you score three quotes fairly?
Score each criterion from 1 to 5, multiply by the weight and divide by 5. The maximum is 100. Illustrative scores below; yours will differ.
| Criterion | Weight | Quote A: London agency, £19,500 | Quote B: freelancer, £6,000 | Quote C: Kolonell Growth, £3,900 |
|---|---|---|---|---|
| Scope coverage against checklist | 30 | 5 (30) | 3 (18) | 4 (24) |
| SEO migration plan | 20 | 4 (16) | 2 (8) | 4 (16) |
| Accessibility and data protection | 15 | 4 (12) | 2 (6) | 4 (12) |
| Timeline fit | 15 | 2 (6) | 3 (9) | 5 (15) |
| Price | 10 | 2 (4) | 4 (8) | 5 (10) |
| Ownership and exit terms | 10 | 4 (8) | 3 (6) | 5 (10) |
| Total | 100 | 76 | 55 | 87 |
A score gap of less than 10 points means price and chemistry should decide. In-person workshops, if you value them, deserve their own row.
How does the Kolonell grid map to the checklist?
| Checklist heading | Starter £2,300 | Growth £3,900 | Premium £6,900 |
|---|---|---|---|
| Pages | Compact site, about 5 pages | Full service structure plus insights | Extended structure, advanced animation |
| Copywriting | Native English included | Native English included | Native English included |
| Languages | One | One | Premium (the multilingual tier, languages set in the quote) |
| Accessibility target | WCAG 2.2 AA aim | WCAG 2.2 AA aim | WCAG 2.2 AA aim |
| SEO migration | URL inventory and 301 map | URL inventory and 301 map | Plus deeper on-page SEO |
| Portal, document exchange, e-signature, accounting software | Link only; integrations on quote | Link only; integrations on quote | Link only; integrations on quote |
| Delivery and support | 3 to 4 weeks, 3 months | 3 to 4 weeks, 3 months | 3 to 4 weeks, 3 months |
Each tier includes a project manager reachable in UK hours. Support after the 3 included months is on quote, as are SEO campaigns and custom applications. See the international offer for the full scope.
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Mini case study
Illustrative example, not a client. Priya is managing partner of "Hollins Mercer", a hypothetical 9-person firm of accountants in Shoreditch serving contractors and owner-managed businesses.
- Writing the checklist: 6 hours of her time. At an internal value of £150 per hour (her own assumption), that is £900.
- First round with a vague brief: quotes of £7,000, £14,000 and £28,000, impossible to compare.
- Second round with the checklist: quotes of £3,900 (Kolonell Growth), £14,500 and £16,000, each listing the portal link and document exchange separately.
- One avoided change request for unscoped copy, estimated at £2,000, already covers the £900 of preparation more than twice.
Priya schedules go-live for March, well clear of the 31 January Self Assessment deadline.
FAQ
How long should the checklist be?
Two to four pages is enough for most firms. Twelve headings, each answered in a few lines, give agencies what they need to quote within 1 week.
Should we put our budget in the brief?
Yes, a range such as £3,000 to £8,000 saves everyone time. Agencies outside the range will say so instead of sending a padded proposal.
Is the client portal part of the website quote?
Usually not. Linking to your existing portal is a simple item, while a custom portal, secure document exchange or e-signature are separate lines, on quote with Kolonell.
When should an accounting firm go live?
Avoid December and January, when Self Assessment work peaks before the 31 January deadline. A March to October launch gives the team 3 to 4 weeks of calm for reviews.
Can we mention our professional body?
Only in the form the firm or its members are entitled to use, checked by a partner. Kolonell includes a wording review step before go-live in every tier from £2,300.
Ready to compare? Request a free quote and attach your checklist.
Let's scope your project. Send us your completed checklist and we will map it to the £2,300 to £6,900 grid, with integrations listed line by line and a 3 to 4 week plan. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
