The verdict in three sentences
For a licensed freight forwarder and customs broker, a website that generates quote requests costs EUR 3,050 to 8,400 in 2026 (2 to 5.5 million FCFA in our West and Central African projects), with an optimal level around EUR 5,800 for a bilingual site, a multi-step quote form and simple shipment tracking. The standard timeline is 6 weeks. Over 24 months, the cost per request falls to about EUR 13, three times less than a paid logistics directory.
The three website levels for a freight forwarder
Order of magnitude in 2026 (EUR, USD approx. x 1.09; Singapore agency rates are often 30 to 50 % higher):
| Level | Price | Main content | Timeline |
|---|---|---|---|
| Essential | EUR 3,050 to 3,810 | 8 bilingual pages, simple form, WhatsApp | 4 weeks |
| Standard | EUR 5,335 to 6,100 | multi-step quote, document upload, notifications | 6 weeks |
| Advanced | EUR 7,620 to 8,385 | tracking by reference, client area, dashboard | 8 weeks |
| Maintenance | EUR 60 to 120/month | security, backups, small changes | ongoing |
| Second language only | EUR 610 to 915 | 8 to 15 pages | 1 week |
| Initial Google SEO | EUR 535 to 1,065 | service pages, import keywords | 3 to 6 months |
The Standard level covers what matters to win importers from Europe, China and the Gulf: they want a fast quote, in English, without having to call.
What an effective quote form must contain
A good form qualifies the shipment in 5 steps: type of operation (import, export, transshipment), origin and Incoterm, nature of goods and HS code, container type (20 ft, 40 ft, LCL, bulk), then contact details and documents (pro forma invoice, bill of lading). Each request arrives structured by email and WhatsApp, so the team can reply within 24 h.
Breakdown of a EUR 5,793 Standard budget (3,800,000 FCFA):
| Item | Amount | Share |
|---|---|---|
| Design and mobile mockups | EUR 915 | 16 % |
| Multi-step quote form | EUR 1,372 | 24 % |
| Full second language version | EUR 762 | 13 % |
| Simple tracking by reference | EUR 1,220 | 21 % |
| Service page copy and SEO | EUR 762 | 13 % |
| Secure hosting, first year | EUR 381 | 6.5 % |
| Acceptance testing and team training | EUR 381 | 6.5 % |
| Total | EUR 5,793 | 100 % |
Cost per request: own website vs paid directories
| Criterion over 24 months | Kolonell Standard site | Paid logistics directory |
|---|---|---|
| Upfront investment | EUR 5,793 | 0 |
| Recurring costs | EUR 91 x 24 = EUR 2,195 | EUR 3,659/year x 2 = EUR 7,318 |
| Total cost | EUR 7,988 | EUR 7,318 |
| Requests per month (estimate) | 25 | 8 |
| Requests over 24 months | 600 | 192 |
| Cost per request | EUR 13.3 | EUR 38.1 |
| Ownership of client data | yes | no, shared with competitors |
A directory remains useful in year one while the site builds visibility on Google.
Mini case study
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Daniel Tan, managing director of a licensed customs broker in Singapore handling vehicle and construction material imports, invests EUR 5,793 in a Standard site. After 4 months he receives 25 quote requests a month, 20 % of which become shipments, or 5 files a month. With an average margin of EUR 534 per file, the site generates about EUR 2,668 in margin per month. The upfront investment pays back in just over 2 months of full activity.
FAQ
Why is a bilingual site essential for a freight forwarder?
Importers from China, Turkey, the UAE and Europe write in different languages, and a Chinese or French version opens new corridors. A second language costs EUR 610 to 915 and often doubles international requests.
Is online tracking needed from day one?
Simple tracking by reference (5 to 6 statuses: documents received, declaration filed, duties paid, released) costs about EUR 1,220. It cuts calls from clients asking where their container is by 30 to 40 %.
How long does delivery take?
Allow 6 weeks for the Standard level, provided copy and licence details are supplied within 10 days. The Advanced level with a client area takes 8 weeks.
Can the site be paid in instalments?
Yes, the usual schedule is 40 % on order, 40 % on mockup approval and 20 % at launch. Bank transfer, card and, in Africa, Wave or Orange Money are accepted.
What maintenance budget should I plan?
Between EUR 60 and 120 a month depending on the level. It covers security, backups, hosting and 1 to 2 hours of changes.
Let's scope your project. For a bilingual freight forwarder website with online quotes, we define the scope, an indicative budget of EUR 5,300 to 6,100 and a 6 week timeline. 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.
