The verdict in three sentences
Before asking London agencies to quote for a dental practice website, write a one to two page specification: without it, quotes for the same practice can range from about £3,000 to £30,000 because each agency imagines a different project. A precise brief lists pages, languages, who signs off treatment content, and every integration (online booking, finance, patient portal) as a separate line, so quotes become comparable. Kolonell's fixed grid, £2,300, £3,900 or £6,900, maps directly onto that checklist, with complex integrations on quote.
What should the requirements checklist contain?
Use the table below as a template. Each line should be answered in writing before the first call with a provider.
| Section | What to specify | Example for a London private practice |
|---|---|---|
| Goals and audiences | Who the site serves, what action you want | Private patients, dental plan members, international patients; goal: consultation requests |
| Pages and templates | Full page list, reusable templates | Home, treatments, fees, team, emergency and opening hours, complaints, contact |
| Content ownership | Who writes, who approves, compliance sign-off | Practice manager drafts, clinical lead approves every treatment page |
| Languages | Languages and who reviews them | English, plus Arabic or another language if relevant, reviewed by a native speaker |
| Integrations | One line each: booking, finance, patient portal, reviews feed, newsletter, practice software | Booking embed and finance each quoted separately |
| Accessibility | Target and test method | WCAG 2.2 AA, keyboard and screen reader checks |
| Data protection | Forms, cookies, privacy notice | UK GDPR, minimal fields, no medical history in open forms, PECR cookie consent |
| Ownership and hosting | Domain, hosting, analytics accounts | All in the practice's name, admin access handed over |
| SEO migration | If a site exists | Full URL inventory, 301 redirect map, Search Console handover |
| Acceptance and timeline | Criteria, dates, budget range | Sign-off list, launch outside the busiest weeks, budget band stated |
Two regulatory points belong in the brief, stated in general terms. The GDC publishes guidance on advertising that expects practice websites to show information such as team members' registration details and qualifications, and specialist titles may only be used by dentists on the GDC specialist list. Practices providing regulated activities in England register with the CQC, and your registration information should be accurate on the site. Under the Equality Act 2010, WCAG 2.2 AA is a sensible accessibility target. This is not legal advice.
How does a vague brief change the quotes?
Ranges below are a 2026 ballpark from typical London agency quotes, not a survey.
| Brief item | Vague version | Precise version | Effect on quotes |
|---|---|---|---|
| Pages | "A modern site" | 18 pages, 3 templates listed | Spread narrows from about £3,000 to £30,000 down to about £6,000 to £14,000 |
| Booking | "Online booking" | "Embed our existing booking tool" | Avoids a custom build quoted at several thousand pounds |
| Finance | Not mentioned | Finance provider link, separate line | No surprise change request later |
| Languages | "Maybe Arabic" | English and Arabic, native reviewer named | Multilingual cost visible from the start |
| Content | "You write it" | 12 treatment pages drafted by Kolonell or the agency, approved by the clinical lead | Copywriting priced, approval time planned |
| Migration | Not mentioned | 35 URLs, 301 map required | Protects existing search visibility |
How do you score three quotes?
Weight the criteria before reading the quotes, then score each one out of 5. Weighted score = weight x score / 5.
| Criterion | Weight | Quote A | Quote B | Quote C |
|---|---|---|---|---|
| Fit with the page list and templates | 30 | 4 (24) | 5 (30) | 3 (18) |
| SEO migration plan and 301 map | 20 | 3 (12) | 4 (16) | 5 (20) |
| Compliance and WCAG 2.2 AA approach | 20 | 4 (16) | 3 (12) | 5 (20) |
| Price clarity, integrations as separate lines | 15 | 3 (9) | 2 (6) | 4 (12) |
| Timeline and named contact | 15 | 3 (9) | 3 (9) | 4 (12) |
| Total out of 100 | 100 | 70 | 73 | 82 |
The cheapest quote is not necessarily the winner; the one that answers your checklist line by line usually is.
How does the Kolonell grid map to the checklist?
- Starter, £2,300: a focused site for a practice with a short treatment list, core pages, contact form with minimal fields.
- Growth, £3,900: full treatment catalogue, fee pages, team pages, blog and analytics.
- Premium, £6,900: the multilingual tier, languages set in the quote, for practices serving international patients.
Every tier includes a project manager reachable in your time zone, native English copywriting, delivery in 3 to 4 weeks once content is ready, and 3 months of support. Online booking, finance, the patient portal, practice software integrations, SEO work and maintenance after the 3 included months are each on quote, as separate lines. See the international websites offer.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Mini case study
Illustrative example: "Wimpole Lane Dental" is a fictional private practice near Harley Street. Its old site has 35 URLs. The partners write a two-page brief: 18 pages, English and Arabic, booking tool embedded, finance link, WCAG 2.2 AA.
- Kolonell Premium (the multilingual tier, languages set in the quote): £6,900
- Native Arabic reviewer, a third-party cost: about £450
- Local photographer for team portraits, a third-party cost: about £700
- Total before integrations: £8,050
- Booking embed and finance link: on quote, separate lines
- Precise-brief quotes received locally: about £9,000 to £14,000
The brief also gives the practice a ready-made acceptance list for launch day.
FAQ
How long should a dental website brief be?
One to two pages is usually enough. The key is that each of the 10 checklist sections has a written answer.
Should online booking be in the main price?
No. List it as a separate line so you can compare quotes; an embed of an existing tool costs far less than a custom booking system.
Can the contact form ask about symptoms or medical history?
Keep forms minimal: name, contact details, preferred time and type of appointment. Medical history belongs in the clinical record, collected under UK GDPR safeguards, not in an open web form.
What budget range should we state?
State a band, for example £4,000 to £8,000, so agencies propose a scope that fits. Kolonell's grid sits at £2,300, £3,900 and £6,900.
Who should sign off treatment pages?
A named clinician, usually the clinical lead. Build at least 3 working days for that review into the timeline.
Let's scope your project. Send us your checklist, even incomplete, and we will map it to a fixed tier with integrations priced line by line. 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.
