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4 · What you sell
Three things, priced three different ways, because they are three different kinds of value. Every number here is a starting hypothesis for a UK operator in 2026. Test them on the first ten customers and change them.
1. Setup: charged once, for the expert's time
| Package | Price | What is in it |
|---|---|---|
| Starter | £300 | Up to 4 pages. One call, one round of review. The customer's existing text and photos. Live in three days. |
| Standard | £600 | Up to 8 pages. One call, two rounds of review, light copywriting from the customer's notes, image treatment, a contact form via a third-party embed. Live in a week. |
| Full | £1,200 | Up to 15 pages or a site with structure (a menu, a catalogue, a team, a portfolio). Two calls, unlimited review rounds for two weeks, copywriting, photo editing, forms, a booking or newsletter embed, redirects from the old site. |
What the customer is paying for is not the pages. The agent produces pages in minutes. They are paying for somebody who understood what they wanted and got it right, which is the expensive part and always was.
2. Maintenance: charged monthly, for keeping it working
| Package | Price / month | What is in it |
|---|---|---|
| Bronze | £50 | The site kept up, checked monthly, small tweaks done. The customer's own agent session for content changes. The monthly note. |
| Silver | £100 | Bronze, plus up to 4 operator-handled changes a month (new sections, layout fixes, campaigns), 48-hour turnaround, and the change log reviewed with a suggestion each month. |
| Gold | £200 | Silver, plus up to 12 operator-handled changes, 24-hour turnaround, a quarterly refresh (new photos, seasonal content, a check of what competitors are doing), and priority when something breaks. |
Why a subscription is right here, when it is wrong for most software. A subscription is a discount for regular use; it is not rent on something the customer ignores. Here the operator is doing something every month: watching the site, tweaking it, reading the change log, sending the note, and stopping the customer from blowing up the whole thing. The customer can see the work in the commits and in the note. If a customer's change log is empty for three months and the note has nothing to say, the operator should tell them so and offer bronze or nothing. That honesty is the thing that keeps the renewal earned, and it is what the consumer-protection rules arriving in the UK in January 2027 are going to require anyway.
3. On demand: charged per interaction
For anything outside the package, and for customers who want no package:
| Item | Price | Notes |
|---|---|---|
| A change handled by the operator | £40 to £80 | Priced by the size of the change, agreed in the chat before it is done. |
| A new page or section | £80 to £150 | Including the copy from the customer's notes. |
| A campaign or seasonal page | £120 to £250 | Built on a branch, live for a period, archived afterwards. |
| Tokens | pass-through plus 50% | For customers who want their own heavy agent usage metered rather than packaged. Shown on the invoice as what it is. |
The upsell, once you are in
Once an operator is the customer's webmaster, the conversation naturally produces the next thing to sell, and the change log tells you what it is:
- Bookings, forms, newsletters, payments via third-party embeds, set up and maintained.
- Content: a monthly post, a case study, a photo shoot arranged, a translation.
- Findability: the basics of search and of being cited by AI assistants, done properly and reported.
- Accessibility and legal: the cookie notice, the privacy page, the accessibility statement, kept current.
- A second property: a landing page for a campaign, a sister business, a personal site for the owner.
- The handover pack: the customer's vault, with everything about their site, useful when they sell the business.
None of these needs new technology. They need a customer who already trusts the operator, which is what the maintenance relationship produces.