The verdict in three sentences
Miami clinics that ask for quotes with a two-line brief usually receive offers from USD 7,000 to 50,000 that price different projects under the same name. A written requirements checklist that settles languages (English and Spanish, Portuguese optional), health data in forms, tracking tags on condition pages and each integration as its own line makes the quotes comparable within a week. Score three replies on a weighted grid and keep the patient portal, booking and intake tools as separate lines on quote.
What should the checklist cover, and who owns each line?
Whether you run a concierge medicine practice in Brickell, an executive health program in Coral Gables or a specialist outpatient clinic in Miami Beach, the same twelve lines decide the quote.
| Checklist line | What to write | Owner at the clinic |
|---|---|---|
| Goals and audiences | Patient segments (local residents, executives, seasonal and international patients), main action: request an appointment | Practice manager |
| Pages and templates | Home, services, each condition or program, physicians, insurance and memberships, locations, contact; number of templates | Practice manager |
| Content ownership | Who writes, who approves, medical director sign-off on every clinical sentence | Medical director |
| Practitioner details | License details displayed as each physician actually holds them; Florida Board of Medicine advertising rules (stay general) | Medical director |
| Languages | English and Spanish, Portuguese optional; native review of every medical page | Practice manager |
| Integrations | Patient portal link, online booking, intake forms, CRM, telehealth link, email tool: one line each | IT or EHR vendor |
| Accessibility | WCAG 2.2 AA target, test before go-live | Agency, checked by clinic |
| Forms and tracking | Data minimisation, tracking tags on condition pages reviewed with the privacy adviser | Privacy adviser |
| Ownership | Domain, hosting, Analytics and Search Console in the clinic's name | Practice manager |
| SEO migration | Inventory of every URL, 301 redirect map, Search Console monitoring | Agency |
| Acceptance criteria | Accessibility score, mobile speed, forms tested in both languages, redirects verified | Practice manager |
| Timeline and budget | Go-live window and budget ceiling | Owner or CEO |
Three lines need care. Forms: an open contact form collects name, phone, email, preferred language and a short reason for the request, never symptoms, diagnoses, insurance numbers or medical records; anything clinical goes through the patient portal. Tracking: HIPAA applies to covered entities, and HHS has published guidance on online tracking technologies, so pixels on condition or booking pages are a decision for the privacy adviser, not the agency. Claims: no promise of results, no outcome statistics, no superlatives. Florida's Digital Bill of Rights has thresholds that most clinics will not reach, but ask your adviser. Accessibility matters too: ADA Title III website suits are frequent in the US. Marketing email follows CAN-SPAM. This is not legal advice.
What changes between a vague and a precise brief?
2026 ballpark from typical Miami agency quotes:
| Topic | Vague wording | Precise wording | Quote impact |
|---|---|---|---|
| Overall scope | "A new website" | 18 pages, 5 templates | Range tightens from about USD 7,000 to 50,000 to USD 14,000 to 32,000 |
| Languages | "Bilingual" | English and Spanish, 18 pages each, native medical review | Translation line visible, often USD 2,000 to 5,000 |
| Patient portal | "Portal" | Link to the EHR vendor's portal, no rebuild | Removes speculative custom build |
| Booking | "Online booking" | Embed of the existing scheduling tool | Priced line instead of a later change order |
| Tracking | Not mentioned | No third-party pixels on condition pages unless approved | Avoids rework after a privacy review |
| Accessibility | Not mentioned | WCAG 2.2 AA, tested in both languages | Testing line, often USD 1,500 to 4,500 |
How should three quotes be scored?
Score 1 to 5 per criterion, multiply by the weight and divide by 5. Total out of 100. Illustrative example:
| Criterion | Weight | Quote X | Quote Y | Quote Z |
|---|---|---|---|---|
| Health data and tracking handled as briefed | 30 | 3 | 5 | 2 |
| English and Spanish delivery with native review | 20 | 4 | 3 | 5 |
| Integrations priced line by line | 20 | 3 | 4 | 2 |
| Accessibility testing | 15 | 4 | 4 | 3 |
| Ownership and handover | 15 | 4 | 3 | 5 |
| Weighted total | 100 | 70 | 79 | 64 |
Quote Z looks strong on languages and ownership, but its weak score on data handling is the one that matters most for a clinic.
Where does the Kolonell fixed grid fit?
The Kolonell international offer uses a fixed grid: Starter USD 2,900, Growth USD 4,900, Premium USD 8,900. For an English and Spanish clinic site, Premium is the multilingual tier, languages set in the quote. 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.
- Covered by the tier: pages and templates, copywriting, accessibility build, minimal forms, the 301 map.
- On quote: patient portal, booking and intake integrations, CRM, telehealth links, custom applications, SEO work beyond migration.
- Maintenance after the 3 included months: on quote.
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Mini case study
Illustrative example. "Bayview Concierge Health", a fictional concierge practice in Brickell, first sends a short brief and gets USD 8,000, 21,000 and 46,000. Nobody priced Spanish the same way.
The medical director and practice manager spend 7 hours on the checklist. Second round: two agencies reply at USD 19,000 and 26,000, and Kolonell proposes Premium at USD 8,900 for English and Spanish, with the booking embed and portal link priced separately. The clinic adds an independent medical translator to review the Spanish pages, a third-party cost estimated at USD 1,200 (assumption). Kolonell-based total before integrations: 8,900 + 1,200 = USD 10,100, compared on identical lines with the agency quotes.
FAQ
Is English and Spanish enough, or do we need Portuguese?
Start with the patient mix you actually see. Adding a third language adds roughly a third more translated pages, so list it in the brief and price it as a separate line.
Can the website form ask patients about symptoms?
Keep it to name, contact, preferred language and a short reason in a few words. Clinical details go through the patient portal, priced on quote as its own line.
Who decides about tracking pixels on condition pages?
Your privacy adviser, with the agency implementing the decision. Put it in the checklist so all 3 quotes assume the same setup.
How long does a precise checklist take?
Usually 5 to 8 hours across the medical director and practice manager. It typically narrows the quote spread far more than an extra meeting with each agency.
What should acceptance criteria include?
A WCAG 2.2 AA check, forms tested in both languages and 100% of old URLs redirected. Without written criteria, the final invoice is hard to dispute.
Let's scope your project. Send your checklist and we will price every line, in English and Spanish, with a tier between USD 4,900 and 8,900 and delivery in 3 to 4 weeks once content is ready. 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.
