The verdict in three sentences
Over 3 years, a B2B website for a Copenhagen SME costs between 90,000 and 137,000 DKK excl. VAT whether you start with WordPress at 30,000 DKK or custom development at 67,000 DKK. The gap in the initial quote closes because of premium plugins, security updates and ongoing maintenance, which weigh more on the WordPress side. The right choice depends on your pace of change: a site that rarely changes favours WordPress, a site that handles quote requests and integrations favours custom.
What each quote really contains
A 30,000 DKK WordPress quote usually includes an adapted premium theme, 8 to 12 pages, a contact form and 2 hours of training. A 67,000 DKK custom quote (Next.js or an equivalent framework) includes a dedicated design, code without third-party plugins and measured performance. The useful question is not the day-one price, it is what you will pay every year afterwards.
| Cost item (2026 estimate) | WordPress | Custom |
|---|---|---|
| Initial build | 30,000 DKK | 67,000 DKK |
| Premium plugins (forms, SEO, cache, security) | 2,200 to 4,500 DKK/year | 0 to 750 DKK/year |
| Security updates | 5 to 10 h/year, i.e. 4,000 to 8,000 DKK | 2 to 4 h/year, i.e. 1,600 to 3,200 DKK |
| Hosting | 900 to 2,200 DKK/year | 1,500 to 4,500 DKK/year |
| Maintenance retainer (small changes, support) | 600 to 1,500 DKK/month | 600 to 1,100 DKK/month |
| Risk of partial rebuild at 3 years | High (outdated theme) | Low |
Plugins are the most underestimated item. An SME WordPress site often runs 15 to 25 of them, 4 to 6 of which are paid, and each one must be updated, tested and sometimes replaced when the vendor abandons it.
Three-year TCO, two scenarios
The calculation below assumes a retainer of 750 DKK/month for a site that rarely changes, and 1,350 DKK/month for a site that adds service pages, landing pages and a structured quote form.
| Three-year scenario | WordPress | Custom |
|---|---|---|
| Build | 30,000 DKK | 67,000 DKK |
| Plugins (3 years) | 10,000 DKK | 1,100 DKK |
| Security and updates | 18,000 DKK | 7,200 DKK |
| Hosting | 4,700 DKK | 9,000 DKK |
| Retainer, stable site (750 DKK/month) | 27,000 DKK | 27,000 DKK |
| Total stable site | 89,700 DKK | 111,300 DKK |
| Retainer, evolving site (1,350 DKK/month) + changes | 48,600 + 11,000 DKK | 48,600 + 3,700 DKK |
| Total evolving site | 122,300 DKK | 136,600 DKK |
In the evolving scenario, the WordPress figure climbs because each new feature means one more plugin, with its own licence and maintenance cost. With custom code, a change costs development time but adds no recurring debt. Beyond 3 years the curve often flips: WordPress themes bought in 2026 frequently need a rebuild around 2029 or 2030.
Decision criteria for a managing director
| Criterion | Favours WordPress | Favours custom |
|---|---|---|
| Publishing frequency | Weekly news by the team | Stable content, service pages |
| Integrations (CRM, ERP, quotes) | None or one | Two or more |
| Performance requirement (Core Web Vitals) | Average | High, competitive SEO |
| Internal resource | Someone comfortable with a back office | None, everything goes through the vendor |
| Horizon | 2 to 3 years | 4 to 6 years |
| Security | Tolerates plugin vulnerability risk | Low tolerance (client data) |
Mini case study
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Mikkel, managing director of a Copenhagen industrial maintenance SME (35 employees), receives both quotes. He plans to add 6 service pages per year and a service request form connected to his CRM. On WordPress he needs an advanced forms plugin (900 DKK/year), a CRM connector (1,900 DKK/year) and about 12 extra retainer hours per year, i.e. 9,600 DKK. Over 3 years this adds 37,200 DKK to the base scenario, bringing WordPress to roughly 127,000 DKK versus about 120,000 DKK for custom with the connector built once (9,000 DKK). At a near-identical cost, Mikkel picks custom for loading speed and no licences to renew. This case is illustrative.
FAQ
Is WordPress cheaper over 3 years?
For a stable site with few integrations, yes, by roughly 15,000 to 25,000 DKK. As soon as the site carries business forms and CRM connections, the gap shrinks below 7,500 DKK and can flip.
How many maintenance hours should I plan for WordPress?
Count 5 to 10 hours per year for core, theme and plugin updates plus testing. At 800 DKK per hour, that is 4,000 to 8,000 DKK per year.
Is a custom site harder to evolve?
No, provided the code is documented and you own the repository. Require ownership of the source code and Git access in the contract, with no exit fees.
What hosting should a Danish SME plan for?
Shared hosting at 75 DKK/month is enough for a light WordPress site, managed hosting at 150 to 375 DKK/month for a custom site. Prefer an EU data centre if you collect client data under GDPR.
Should I budget a rebuild after 3 years?
For WordPress with an off-the-shelf theme, plan 30 to 50% of the initial budget around year 3 or 4. A well-built custom site lasts 5 to 6 years with occasional changes.
Let's scope your project. Send us both quotes and your 3-year roadmap: we calculate the real TCO, scope and timeline for the option that will cost you least. 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.
