01Pricing
Scoped, quoted, and written down.
Every engagement is quoted in writing before anything starts, with the deliverables, the dates and the fee on the same page. The audit is free. Website builds are a fixed project fee from £2,500. Leads are priced per lead by AQ band. Paid media is a flat fee confirmed after a meeting, never a percentage of your spend.
02
How it's charged
Statement of charges
The engagement types.
| Ref | Item | Basis | Charge |
|---|---|---|---|
| 01 | Website auditWritten document, 8–15 pages, yours to keep. | One-off | No charge |
| 02 | Basic website developmentCore broker site: desk-segmented enquiry form, copy, analytics, launch. | Fixed project fee | £2,500 |
| 03 | Advanced website developmentMulti-desk quote journey, deeper content set, CRM routing and tracking. | Fixed project fee | £5,500 |
| 04 | 55-page SEO build55 pages, full technical and on-page SEO implementation, Core Web Vitals tuned at launch. | Fixed project fee | £9,000 |
| 05 | 55-page build + digital PRAs above plus an editorial outreach programme targeting established energy-sector publications. | Fixed project fee | £12,000 |
| 06 | Lead generation — 30k–60k kWh AQMinimum order 50 leads. Exclusive, qualified, never resold. | Per lead | £45 / lead |
| 07 | Lead generation — 70k–300k kWh AQMinimum order 50 leads. Exclusive, qualified, never resold. | Per lead | £75 / lead |
| 08 | Paid media managementFlat fee scaled to budget and account complexity. Never a percentage of spend. | Budget-dependent | Confirmed after meeting |
| Total | From £2,500 · Fixed on the written quoteNo percentage-of-spend · No lock-in beyond the stated term | ||
Fees quoted exclude VAT where it applies, and third-party costs — ad spend, hosting, stock licences, paid tooling — are always yours directly rather than marked up through me.
03
What drives the number
Four variables
Why two brokers get different quotes.
Quote-journey complexity. A single enquiry form is a very different build to a multi-step journey that captures the MPAN core, an EAC or AQ estimate and a contract end date, then routes microbusiness and half-hourly enquiries to different desks. The second one is where most of the conversion gain sits, and most of the development time.
Content depth. Copy written by someone who understands DUoS recovery, deemed rates and blend-and-extend takes longer than filler, and it’s the only content that ranks in a market Google treats as money-or-your-life. Page count drives the fee more than design does.
Integrations. Supplier feeds, rate tables, CRM handoff, call tracking and consent management each add scope. Several of them have to be tested against real data before launch rather than after.
Competition. A retainer aimed at national head terms is a different size of programme to one covering three regions and a sector niche. I’d rather quote the smaller programme and be right than quote the larger one and be optimistic.
04
Terms
Plainly stated
What you’re agreeing to.
- Everything is scoped and quoted in writing before work begins.
- No percentage-of-spend fees on paid media, at any budget level.
- No lock-in beyond the stated minimum term on a retainer, and no automatic annual rollover you have to remember to cancel.
- Project work is invoiced in stages against dated deliverables, not in a single up-front payment.
- Intellectual property in the finished site transfers to you on final payment. You keep the hosting, the domain and the analytics accounts in your own name throughout.
The full commercial terms are on the terms of business page, and they’re short enough to read.
05
Questions
Pricing
Pricing questions.
Are the published figures the final price?
They’re the fixed fee for each package as scoped above, excluding VAT. The only things that move a number are scope you add — extra desks, supplier feeds, a quote engine wired to rate tables — and anything added is quoted in writing before it’s built. Paid media is the exception: the fee is confirmed after a meeting because it depends on budget and account complexity.
Why is there a 50-lead minimum?
Below fifty leads there isn’t enough volume to judge the campaign or your desk’s conversion rate honestly, and both of us end up arguing about a sample size. Leads are £45 each in the 30k–60k kWh AQ band and £75 each in the 70k–300k kWh band, exclusive to you and never resold.
Is the audit genuinely free?
Yes, and there’s no obligation attached to it. It costs me a few hours and it tells me more about whether we’re a fit than any call would. Some people take the document, hand it to an in-house developer and never speak to me again. That is a perfectly reasonable outcome.
Do you take a percentage of ad spend?
No. A percentage fee pays me more when you spend more, which is the wrong incentive when half my job is telling you which campaigns to switch off. Paid media is a flat monthly fee based on account complexity, and it doesn’t move when the budget does.
What happens if the work isn't producing?
It goes in the monthly report, in the first section rather than buried after the impressions chart. If a retainer isn’t paying for itself by the end of the minimum term and I can’t show you a credible reason to continue, I’ll say so and you can stop. That has happened, and I’d rather it happened than the alternative.
Do you work on commission or a share of leads?
No. I don’t sell leads and I don’t take a cut of contracted supplies. You pay a fee, you own the site, the funnel and every enquiry it produces. Lead sellers have a structural reason to resell the same enquiry to your competitors, and I’d rather not be in that business.
Next step
Get the figure in writing, with the audit attached.
Send your website address and what you’re trying to fix. You’ll get the written audit and, where there’s a piece of work in it, a scoped quote with dates.