The verdict in three sentences
For a simple, disposable brochure site, a SaaS builder (EUR 20-80/month) is enough; for a strategic, conversion- and SEO-driven site, the real trade-off is between a freelancer and an agency. The freelancer wins on upfront price but exposes you to continuity risk (unavailability, a bus factor of one); the agency costs 2-3x more to buy but amortises over three years through a guaranteed maintenance contract and clear code ownership. The right question is not "who is cheapest?" but "what is my three-year TCO and who answers at 10 p.m. on a Friday when the site goes down?"
Three channels, three 2026 cost profiles
The ranges below reflect the 2026 London market (order of magnitude, ex-VAT). The SaaS builder is a subscription; freelancer and agency are projects with an entry cost then recurring maintenance.
| Channel | Upfront cost (EUR) | Annual recurring | Code ownership | Time to launch |
|---|---|---|---|---|
| SaaS builder (Webflow, Shopify) | 0-1,500 | 240-960 EUR/yr | No (lock-in) | 1-3 weeks |
| Freelancer | 3,000-9,000 | 600-2,400 EUR (ad hoc) | Yes, with a clear contract | 4-8 weeks |
| Agency | 8,000-25,000 | 1,800-6,000 EUR (maintenance) | Yes, contractual transfer | 6-12 weeks |
| In-house team | 12,000-30,000 (time spent) | Salaries | Yes | 8-16 weeks |
The SaaS builder hides a cost: future migration. Leaving Webflow or Shopify to rebuild bespoke usually costs EUR 4,000-10,000 in reconstruction because nothing is portable.
The 8-criteria decision table
Score each channel from 1 (weak) to 5 (strong) against your priorities. The total guides the choice, but weight it to your context (e-commerce weights scalability, a brochure site weights price).
| Criterion | SaaS | Freelancer | Agency |
|---|---|---|---|
| Upfront price | 5 | 4 | 2 |
| 3-year TCO | 3 | 4 | 4 |
| Code ownership | 1 | 4 | 5 |
| SEO / performance | 2 | 3 | 5 |
| Customisation | 2 | 4 | 5 |
| Continuity / support | 3 | 2 | 5 |
| Time to launch | 5 | 4 | 3 |
| Scalability | 2 | 3 | 5 |
| Total /40 | 23 | 28 | 34 |
Reading: the agency dominates as soon as SEO, continuity or growth are at stake. The freelancer stays unbeatable on well-scoped EUR 3,000-6,000 projects. SaaS wins when the site is secondary to the strategy.
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Mini case study
Thomas, owner of a B2B consulting SME in London (14 staff), is torn between a freelancer at EUR 6,000 and an agency at EUR 16,000 for his site plus blog. Over three years: the freelancer totals 6,000 + 3 x 1,500 (ad hoc tweaks, no SLA) = EUR 10,500, but two uncovered incidents cost him four days of downtime. The agency totals 16,000 + 3 x 3,600 (maintenance) = EUR 26,800, but structured SEO delivers +38% organic leads in year two, roughly 22 extra leads/month. At EUR 900 per qualified lead, the EUR 16,300 gap is absorbed in under four months of surplus leads. Verdict: the agency, because the site is an acquisition channel, not a leaflet.
FAQ
Can a freelancer deliver agency-grade quality? Yes, on scope — many senior freelancers match an agency technically. The difference is continuity: a solo freelancer has a bus factor of one, versus a team that absorbs holidays, illness and load spikes.
What does a SaaS builder really cost over three years? Budget EUR 240-960/year of subscription plus paid add-ons (often +30-50%). The real cost hits at exit: rebuilding elsewhere runs EUR 4,000-10,000 for lack of portability.
Who owns the code with an agency? With a clear IP-transfer clause, you do. Demand a transfer clause and access to the Git repository; without it, you risk paying for a site you cannot take elsewhere.
What is a realistic timeline for a pro site in 2026? 4-8 weeks with a freelancer, 6-12 weeks with an agency for a structured site with SEO and content. A SaaS builder drops to 1-3 weeks but at the cost of customisation.
When does in-house make sense? Rarely for a single site: the time spent (EUR 12,000-30,000 equivalent) and the lack of SEO/design specialisation make it inefficient unless you produce web work continuously.
Let's scope your project. Tell us your scope (brochure, blog, e-commerce), your indicative budget and target timeline, and we will say honestly whether a freelancer, an agency or a SaaS best serves your goals. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
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.
