The verdict in three sentences
Three agencies consulted without a brief send back three quotes that cannot be compared, from EUR 3,500 to 14,000, because each imagined a different website. A brief with around ten costed sections (scope of 15 to 20 pages, service pages, careers area, budget of EUR 5,000 to 9,000, timeline of 6 to 8 weeks) forces the agencies to answer on the same basis. The two clauses that truly protect the firm are late delivery penalties and code reversibility.
The sections of the brief
A 20-person audit firm in Toronto has two goals for its website: being credible to owners of mid-sized companies choosing their auditor, and recruiting auditors in a very tight market. The brief must turn these two goals into verifiable items.
| Section | What to write | Example for the firm |
|---|---|---|
| Sitemap | Number and list of pages | 18 pages: home, firm, 6 services, sectors, team, careers, news, contact, legal |
| Service pages | One page per engagement type | Statutory audit, review engagements, due diligence, agreed-upon procedures, assurance reports, non-profit audits |
| Careers | Openings, application, career path | 4 profiles (associate, senior, manager, co-op student), CV upload, internal testimonials |
| Content | Who writes, how many words | 600 words per service page, written by the agency and reviewed by the partner |
| Local SEO | Target keywords | "audit firm Toronto", "statutory audit Ontario" |
| Compliance | Professional obligations | Legal notices, CPA Ontario licensing reference, privacy policy under PIPEDA |
| Performance | Measurable thresholds | Lighthouse score above 90 on mobile, load under 2 s |
| Management | Firm autonomy | Publishing news and job openings without the agency |
The more precisely the scope is written, the less safety margin the agency adds to its price.
The comparison grid for the three offers
Ask each agency to fill in the same table. Gaps become visible and the discussion focuses on what matters.
| Criterion | Agency A | Agency B | Agency C |
|---|---|---|---|
| Total price excl. tax | EUR 4,800 | EUR 7,200 | EUR 11,500 |
| Pages included | 12 | 18 | 20 |
| Content writing | No | Yes, 600 words per page | Yes, with partner interview |
| Stated timeline | 4 weeks | 7 weeks | 10 weeks |
| Late penalties | None | 1% per week, capped at 10% | None |
| Code ownership | Usage licence | Full transfer | Full transfer |
| Annual maintenance | EUR 1,200 | EUR 900 | EUR 1,800 |
| 3-year cost | EUR 8,400 | EUR 9,900 | EUR 16,900 |
In this example, agency A looks cheapest but delivers 12 pages with no content and no code ownership: you would add EUR 2,000 to 3,000 of copywriting and accept lock-in. Agency B is the only one covering the scope within the EUR 5,000 to 9,000 range, with a timeline commitment.
The two clauses to require
Late delivery penalties: 1% of the price per week of delay attributable to the agency, capped at 10%, with a signed schedule attached (mock-ups in week 2, build in week 5, launch in week 7). Delays caused by the firm, such as approving copy, pause the clock.
Reversibility: transfer of rights on code and designs, admin access to hosting and the domain name registered to the firm, deployment documentation. Without these three points, changing agency in 3 years costs a full rebuild.
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Mini case study
Sarah Chen, engagement partner of a 20-person firm in Toronto, hires 3 auditors a year. A recruitment agency costs her about 15% of annual salary, or EUR 6,000 for a senior earning EUR 40,000. If the new site's careers area produces just one direct hire a year, she saves EUR 6,000, almost the EUR 7,200 price of the site.
On the client side, an audit engagement for a mid-sized company brings EUR 8,000 to 15,000 a year, often over 6 fiscal years. A single engagement won through the site is worth at least EUR 48,000 over its life. Agency B's 3-year cost, EUR 9,900, is covered by the first appointment.
FAQ
Should we ask for a fixed price or a range?
A fixed price on a written scope. The EUR 5,000 to 9,000 range frames your budget, but each agency must commit to a specific amount and number of pages.
How long should agencies have to respond?
Two to three weeks, with a Q&A call in week one. Announce your selection criteria, for example 40% price, 40% quality of references, 20% timeline.
Should the site display our fees?
No, audit fees depend on the size of the entity and the work programme. A "How an engagement works" page with an estimate of hours, 50 to 200 depending on size, is more reassuring.
Who should host the site?
The firm, in its own name, with the agency given technical access. Hosting an 18-page site costs EUR 15 to 40 per month.
Let's scope your project. We answer your request for proposal from your brief, or help you write it, for a 15 to 20-page site between EUR 5,000 and 9,000 delivered in 6 to 8 weeks with full code transfer. 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.
