The verdict in three sentences
A Toronto dental practice that asks for quotes without a requirements document gets proposals it cannot compare, often from CAD 9,000 to 48,000 (about USD 6,500 to 34,600) for the very same need. Two or three precise pages are enough: pages, content, languages, integrations listed one by one, accessibility, patient data, domain ownership, migration and acceptance criteria. With that document, the Kolonell fixed grid (USD 2,900, 4,900 or 8,900) can be compared line by line with local quotes.
What should the requirements document include?
Copy this list into a document and fill in each point before the first call.
- Goals and audiences: new patients in the neighborhood (Yorkville, the Financial District, Liberty Village, North York), families, professionals on a lunch break.
- Pages and templates: home, treatments, team, first visit, insurance and payment, contact. State the number of treatment pages.
- Content ownership: who writes, who reviews, and which responsible dentist approves the copy against the advertising standards of the Royal College of Dental Surgeons of Ontario. Specialist titles only where recognized.
- Languages: English, then possibly one or two languages your patients speak.
- Integrations, each on its own line: online booking, financing solution, patient portal, practice management software, email tool.
- Accessibility: WCAG 2.2 AA target. The AODA sets web requirements for Ontario organizations above certain thresholds, yet targeting AA is still useful for a small practice.
- Personal data: forms with no medical history or photos; PIPEDA and, for health information custodians, PHIPA in Ontario. Email falls under CASL.
- Domain and hosting in the practice's name, admin access handed over at delivery.
- Migration if a site exists: URL inventory, 301 redirect map, Search Console monitoring.
- Acceptance criteria: mobile load time, accessibility audit, tested forms, no promise of results in the copy.
- Timeline and budget: target date and range, in CAD or USD.
This is not legal advice.
Vague brief or precise brief: the effect on quotes
2026 ballparks based on typical Toronto agency quotes, converted approximately (CAD 1 is about USD 0.72).
| Topic | Vague brief | Precise brief | Effect on quotes |
|---|---|---|---|
| Pages | "A modern website" | 12 pages, 4 templates | Spread narrowed from 1 to 5 down to about 1 to 1.5 |
| Online booking | "Easy booking" | Link to the existing tool, no deep integration | USD 0 to 6,000 of difference avoided |
| Languages | "Maybe multilingual" | English only in phase 1 | Translation removed from comparisons |
| Accessibility | Not mentioned | WCAG 2.2 AA tested, report supplied | Quotes without an audit become visible |
| Migration | Not mentioned | 38 URLs listed, 301 map required | SEO risk priced by every agency |
| Content | "We'll see" | Copy by the provider, approval by the responsible dentist | 10 to 25 hours of copywriting included |
Typical result: with a vague brief, three quotes between CAD 9,000 and 48,000 (about USD 6,500 to 34,600); with a precise brief, between CAD 18,000 and 26,000 (about USD 13,000 to 18,700).
How to compare three quotes?
Score each quote from 1 to 5 per criterion, multiply by the weight, add up, then divide by 5 for a score out of 100.
| Criterion | Weight | Quote A | Quote B | Quote C |
|---|---|---|---|---|
| Coverage of the requirements | 30 | 4 | 3 | 5 |
| Migration and 301 redirects | 15 | 3 | 2 | 4 |
| Accessibility and privacy | 15 | 3 | 2 | 4 |
| 3-year cost | 20 | 2 | 4 | 4 |
| Timeline | 10 | 3 | 4 | 4 |
| Domain and hosting in the practice's name | 10 | 5 | 2 | 5 |
| Weighted score out of 100 | 100 | 66 | 58 | 88 |
Quote A calculation: (30 x 4 + 15 x 3 + 15 x 3 + 20 x 2 + 10 x 3 + 10 x 5) / 5 = 330 / 5 = 66.
How does the Kolonell grid map to the checklist?
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
| Checklist item | Starter USD 2,900 | Growth USD 4,900 | Premium USD 8,900 |
|---|---|---|---|
| Pages | 5 pages | Treatment, team and blog pages | Extended sitemap, animations |
| Copywriting | Native English | Native English | Native English, other languages set in the quote |
| Languages | One | One | The multilingual tier, languages set in the quote |
| Migration and 301 map | Depending on volume, stated in the quote | Included | Included, advanced SEO |
| Booking, financing, patient portal | On quote | On quote | On quote |
| Timeline and support | 3 to 4 weeks, 3 months | 3 to 4 weeks, 3 months | 3 to 4 weeks, 3 months |
Every tier of the international offer includes a project manager reachable in Eastern time.
Mini case study
*Illustrative example.* Dr. Lena Marchetti runs Harbourline Dental, a 3-chair practice in Liberty Village. She spends 6 hours on her requirements document: 12 pages, English only, booking linked to the existing tool, 38 URLs to redirect.
- Local agency quote received: CAD 22,000, about USD 15,800.
- Kolonell Growth: USD 4,900; deeper online booking integration on quote if she wants it later.
- Gap on the website alone: 15,800 minus 4,900 = about USD 10,900, to be weighed with the grid above rather than on price alone.
FAQ
How long does it take to write the requirements document?
Plan on 4 to 8 hours for a practice with 1 to 5 chairs. The document is often 2 to 3 pages long.
Should the brief mention the RCDSO advertising standards?
Yes, in one line: a responsible dentist approves every text before go-live. Allow 1 to 2 hours of review.
Should the patient portal be in the main quote?
No, list it on a separate line. It can add USD 2,000 to 10,000 depending on the tool, which skews the comparison if mixed with the rest.
How many quotes should we request?
Three are enough. Beyond that, comparison time often exceeds 5 hours without a better decision.
Let's scope your project. Send your Toronto dental practice requirements: line-by-line pricing on the USD 2,900 to 8,900 grid, delivered in 3 to 4 weeks. 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.
