The verdict in three sentences
The upfront quote represents only 40-55% of a site's real 3-year cost. Forgotten line items (hosting, SSL, maintenance at 12-18%/year, SEO, a rebuild at 3-4 years) push the TCO of a EUR 10,000 site to between EUR 18,000 and 35,000. A CFO who budgets only the build is lining up painful trade-offs in year two.
Year-by-year breakdown
2026 estimates for an SMB brochure site (European market, Berlin) with an active SEO channel.
| Line item | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Build / design | EUR 10,000 | EUR 0 | EUR 0 |
| Hosting + CDN | EUR 600 | EUR 600 | EUR 700 |
| Domain + SSL | EUR 80 | EUR 80 | EUR 80 |
| Maintenance / retainer | EUR 1,500 | EUR 1,500 | EUR 1,800 |
| SEO (optional) | EUR 7,200 | EUR 7,200 | EUR 7,200 |
| Ad-hoc changes | EUR 500 | EUR 1,200 | EUR 1,500 |
| Annual total | EUR 19,880 | EUR 10,580 | EUR 11,280 |
3-year TCO scenarios
Depending on whether SEO is in-house or outsourced, TCO varies twofold.
| Scenario | Build | Recurring 3 yrs | Early rebuild | 3-year TCO |
|---|---|---|---|---|
| No external SEO | EUR 10,000 | EUR 8,640 | EUR 0 | ~EUR 18,640 |
| Light outsourced SEO | EUR 10,000 | EUR 15,000 | EUR 0 | ~EUR 25,000 |
| SEO + rebuild year 3 | EUR 10,000 | EUR 20,000 | EUR 4,500 | ~EUR 34,500 |
| Amortization/year | — | — | — | EUR 6,200-11,500 |
Most common hidden costs
| Hidden cost | Ballpark | How to avoid it |
|---|---|---|
| Content writing | EUR 800-3,000 | Scope it in the quote |
| Plugin/theme licenses | EUR 150-600/year | Prefer open source |
| Post-lock-in migration | EUR 2,000-4,000 | Demand code ownership |
| GDPR compliance | EUR 500-1,500 | Build it in from the start |
| Early rebuild | EUR 4,000-8,000 | Choose a scalable base |
Mini case study
Marc, CFO of an industrial SMB in Berlin (45 staff), had budgeted EUR 10,000 for his site. 3-year reality: 10,000 (build) + 8,640 (hosting + retainer) + 6,000 (content and changes) = EUR 24,640, i.e. EUR 8,213/year amortized. By factoring these in from the start, he negotiates a build + 3-year retainer package at EUR 22,000, saving ~EUR 2,600 and, more importantly, smoothing cash flow over 36 months instead of a year-one spike.
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FAQ
Why is TCO so much higher than the upfront quote?
Because the quote covers the build, not the site's life. Hosting, maintenance, SEO and changes make up 45-60% of the total 3-year cost.
Over how many years should I amortize a site?
Accounting-wise, 3 to 5 years. Technically, a well-built site lasts 4-5 years before a major rebuild; a low-end site often needs redoing by year 3.
Is SEO mandatory in the TCO?
No, but without it the site stays invisible. An SEO budget of EUR 600-1,500/month is an investment, not pure ownership cost: it must generate more leads than it costs.
How do I cut the hidden rebuild cost?
By choosing a scalable base from the start (modern CMS, owned code, design system). This avoids the EUR 4,500 full rebuild and enables incremental changes.
What is the true minimum 3-year cost?
For a brochure site with no external SEO, expect around EUR 18,000 TCO over 3 years: EUR 10,000 build and ~EUR 8,600 recurring. Below that, something is underestimated.
Let's scope your project. Give us your build budget and SEO ambitions, and we'll build a transparent 3-year TCO with cash-flow smoothing. 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.
