The verdict in three sentences
A patient considering IVF or egg freezing in London compares several clinics online before booking a consultation, and she looks for honestly presented success rates, clear prices and an identifiable team. A London agency commonly charges GBP 15,000 to 40,000 for this kind of site, against GBP 2,300, 3,900 or 6,900 on Kolonell's fixed grid, delivered in 3 to 4 weeks (Premium 4 to 6). The real cost plays out over three years: photography, translation, compliance review and maintenance, all to be priced before you sign.
What a fertility clinic website must prove
Patients do not read a brochure: they check. Each page must answer a specific worry.
| Page | Patient's question | Expected content |
|---|---|---|
| Success rates | Are my chances realistic here? | Data explained honestly, link to the data published by the HFEA, no flattering comparisons |
| Treatments | Which option fits my case? | IVF, ICSI, egg freezing, donor programmes as permitted in the UK |
| Prices | What will I pay in total? | Price per stage, medication and tests listed separately, what is included |
| Team | Who will look after me? | Consultants, embryologists, nurses, qualifications |
| Licence and framework | Is this clinic authorised? | HFEA licence number as held, regulatory framework |
| Finance | Can I spread the cost? | Factual information; any credit offer falls under FCA rules |
| Consultation | How do I start? | Booking, first consultation, waiting times |
| Support | Who helps me emotionally? | Counselling, support groups |
Two rules of caution. Never promise a pregnancy and never lift a flattering rate out of context: the HFEA publishes data by clinic and expects results to be presented fairly, and health advertising is governed by the CAP Code. Health data typed into a form is special category data under the UK GDPR and the Data Protection Act 2018, overseen by the ICO; cookies and marketing email fall under PECR. This is not legal advice.
Build cost: London agencies vs Kolonell
Local figures are a 2026 ballpark drawn from typical agency quotes and public rate pages, not from a survey. Kolonell prices are fixed.
| Provider | Budget (GBP) | Usually included | Common limits |
|---|---|---|---|
| Freelancer | 4,000 to 12,000 | Theme-based site, a few pages | Little experience of healthcare rules, no copywriting |
| Generalist London agency | 15,000 to 40,000 | Custom design, CMS | Copywriting often extra |
| Specialist healthcare agency in London | 40,000 to 100,000+ | Strategy, brand, patient journey | Timelines of 3 to 6 months |
| Kolonell Starter | 2,300 | Compact, fully written site | For a focused offer |
| Kolonell Growth | 3,900 | Detailed treatment and price pages, news | Integrated booking on quote |
| Kolonell Premium | 6,900 | Multilingual tier, languages set in the quote | Approved content to supply |
Every tier includes a project manager reachable in the London time zone, native English or French copywriting, delivery in 3 to 4 weeks (Premium 4 to 6) and 3 months of support. Patient areas and integration with the clinic's management software or a booking tool are on quote. See the international offer.
Hidden costs and the three-year total
The build price is only one line. The table compares a mid-size London agency with Kolonell Growth over 36 months; third-party items are market assumptions.
| Item | Local agency (GBP) | Kolonell Growth (GBP) |
|---|---|---|
| Build | 30,000 | 3,900 |
| Team and premises photography | 2,000 (market assumption) | 2,000 (market assumption) |
| Compliance review of content | 1,500 (market assumption) | 1,500 (market assumption) |
| Hosting, 3 years | 1,800 (market assumption) | 1,800 (market assumption) |
| Maintenance | 36 months at 400 per month: 14,400 (market assumption) | 33 months after the 3 included, on quote, 400 per month assumed: 13,200 (market assumption) |
| Three-year total | 49,700 | 22,400 |
Most of the gap comes from the build. Maintenance weighs heavily on both sides: always ask for it to be priced before signing.
When a London agency is the better choice, and what to ask
A local agency makes sense if you want on-site workshops with the medical team, a brand identity created from scratch, or a complex booking journey linked to several sites. If the need is a clear, fully written site delivered within a month, a remote studio with a reachable project manager is often enough.
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Questions to ask any provider:
- Who writes the treatment and price pages, and who signs off medical claims?
- How will success rates be presented, and with what link to HFEA data?
- Where is contact form data stored, and under which processing agreement?
- Does the site target WCAG 2.2 AA, as expected in light of the Equality Act 2010?
- Who owns the domain, the code and the access credentials?
Mini case study
Illustrative example: Riverside Fertility Clinic in London sees many international patients and wants a site in English and Arabic. A London agency quotes GBP 38,000. With Kolonell Premium at GBP 6,900, plus reviewed medical translation at about GBP 2,500 (market assumption), photography at about GBP 2,000 (market assumption) and a compliance review at about GBP 1,500 (market assumption), the total comes to GBP 12,900. The gap with the local quote is GBP 25,100. Maintenance after the 3 included months is on quote.
FAQ
How much does a fertility clinic website cost in London in 2026?
As a 2026 ballpark, GBP 15,000 to 40,000 with a generalist agency and GBP 40,000+ with a specialist healthcare agency. Kolonell's grid is GBP 2,300, 3,900 or 6,900.
Can we display our success rates?
Yes, if they are presented fairly and consistently with the data published by the HFEA, with context (age, cycle type). A rate taken out of context exposes the clinic to complaints.
How long does a new site take?
3 to 4 weeks for Starter and Growth, 4 to 6 weeks for Premium, once content is approved by the medical team. Medical sign-off alone often takes 1 to 2 weeks.
Is online booking included?
A contact form is included; integration with a booking tool or the clinic's software is on quote. Plan for minimal collection of health data.
What does the site cost over three years?
In our comparison, about GBP 49,700 with a local agency against GBP 22,400 with Kolonell Growth, including market assumptions for third-party items and maintenance.
Let's scope your project. A fully written fertility clinic website, built with the rules in mind and delivered in 3 to 6 weeks, from GBP 2,300. 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.