The verdict in three sentences
Rebuilding your site in-house looks free because the salary is already paid, but 3 to 4 months of a versatile profile's time is worth ~12,000 EUR of real loaded cost. Add the opportunity cost (delay to core business) and the quality risk of a non-specialist. An agency at 12,000 to 18,000 EUR delivered in 8 weeks is often the true economic choice once hidden costs are included.
The real cost of doing it yourself
The make trap is counting only the tool price, never the time or the risk. Order-of-magnitude 2026 estimate.
| Hidden item | In-house estimate | Comment |
|---|---|---|
| Employee time (3-4 months) | ~12,000 EUR | Loaded salary of a 45,000 EUR/year profile |
| Opportunity cost | 8,000 to 20,000 EUR | Core-business work postponed |
| Tools / subscriptions | 500 to 2,000 EUR | Builder, stock photos, plugins |
| Rework / fixes | 3,000 to 6,000 EUR | If the result must be redone |
| Launch delay | Variable | 2 to 4 months vs 8 weeks |
| Likely real cost | 20,000 to 35,000 EUR | Often above the agency quote |
The "free" in-house route frequently exceeds an agency quote, with a longer timeline and higher quality risk.
Make or buy: the decision grid
The choice depends on your resources and the site's criticality. Here's how to decide.
| Criterion | Do in-house | Hire an agency |
|---|---|---|
| Skill available | Confirmed web profile on staff | No dedicated resource |
| Site criticality | Low (secondary) | High (acquisition) |
| Deadline pressure | Flexible | Commercial deadline |
| Cash budget | Very limited | 12,000 to 18,000 EUR available |
| Core business | Little impacted | Must stay priority |
| Maintenance after | Handled in-house | Outsourced with SLA |
If half the boxes lean right, buy is almost always more profitable once opportunity cost is included.
Mini case study
Thomas, director of a 25-employee trading SME in Nantes, wants to hand the redesign to his marketing lead, paid 42,000 EUR/year. Estimate: 3.5 months half-time on the project, i.e. ~7,000 EUR direct loaded cost plus ~15,000 EUR opportunity cost (postponed commercial campaigns). Likely total: 22,000 EUR for a 4-month launch, with real quality risk. An agency offers 14,000 EUR delivered in 8 weeks, freeing marketing to sell. Thomas chooses buy and reclaims his lead for the core business.
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FAQ
Is in-house really more expensive?
Often yes, once employee time and opportunity cost are quantified. The apparent "free" hides 20,000 to 35,000 EUR of real cost in 2026.
What is opportunity cost here?
It's the value of core-business work your employee didn't do while building the site. For a sales or marketing profile, it often exceeds the cost of the site itself.
When is in-house justified?
When you already have a confirmed web profile available and the site is secondary, with no commercial deadline. Otherwise, risk and timing favor the agency.
Does the agency guarantee a timeline?
Yes, a serious agency contracts a sprint schedule, typically 6 to 8 weeks for a brochure site. In-house often slips to 3-4 months for lack of priority.
How to secure maintenance after an in-house rebuild?
Plan who takes over if the employee leaves or changes roles. Without a formal maintenance contract, the bus factor becomes a major risk.
Let's scope your project. Describe your internal resources and your deadline: we'll honestly cost the true make vs buy for your redesign. 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.
