The honest answer: it varies enormously — from $0 on a DIY platform to $50,000+ at a large agency. But for most local service businesses, the smarter question is not "what does it cost?" but "what do I get for my money, and does it drive real revenue?"
The Three Pricing Models
1. DIY Builders (Wix, Squarespace, GoDaddy): $15–$50/month
These platforms are fast to start but slow in performance — a fatal flaw for local SEO. Google's Core Web Vitals directly impact your ranking, and DIY builders routinely score in the 40–60 range on mobile performance. You also own none of the code, meaning if you ever want to migrate, you start from scratch. The "free" starter sites lack SSL, custom domains, and any form of SEO structure.
2. Traditional Agency (WordPress Build): $3,000–$15,000 upfront
This model front-loads all the cost. You pay $5,000–$10,000 for a build, then an additional $150–$300/month for "maintenance" — which usually means someone updates WordPress plugins monthly and charges you for the privilege. The average WordPress site runs 30–50 plugins, each adding performance overhead and a potential security vulnerability. A 2023 study found that 97% of WordPress hacks happen through outdated plugins.
3. Subscription Model (How Untap Web Works): $224–$599/month
This is enterprise-grade architecture delivered at local business pricing. There is no large upfront cost. The site is built, hosted, maintained, and continuously optimized as part of your monthly subscription. You are not just paying for a static brochure — you are paying for an actively managed digital asset.
What Is Actually Included?
When evaluating any website investment, demand clarity on these five items:
- Hosting: Is it included? On shared hosting (common with agencies) or edge/CDN infrastructure?
- SSL Certificate: Non-negotiable for ranking. Always included with Untap Web.
- Performance Monitoring: Who fixes it when Google's Core Web Vitals scores drop?
- Content Updates: Can you change your hours, add a team member, or post a promotion easily?
- SEO Foundation: Are meta tags, structured data (JSON-LD), and sitemaps set up correctly from day one?
ROI Calculation: Does a Website Pay for Itself?
Let's run a real example for a plumber in St. Louis. A well-optimized local website typically generates 15–40 organic search leads per month from a target service area of ~500,000 people. At a conservative 20% close rate and $350 average job value, that is 3–8 jobs per month — or $1,050–$2,800/month in revenue. A $224/month subscription pays for itself with a single job. Everything else is margin.
Our Pricing Tiers Explained
Stand Up ($224/mo on a 2-year commitment, $249/mo on a 1-year commitment): Built for businesses with zero web presence, or those looking to escape an underperforming DIY site. Includes a custom 5-page site, mobile-first design, secure hosting, and basic SEO setup.
Growth ($599/mo on a 2-year commitment, $649/mo on a 1-year commitment): For businesses ready to actively dominate local search. Adds active local SEO management, Google Business Profile management, and social media posting to build consistent brand authority.
Untapped (Custom): For businesses with complex needs — e-commerce, custom web apps, AEO strategy, and dedicated account management.
The Bottom Line
Do not make a website decision based on upfront cost. Make it based on total cost of ownership and return on investment. A "cheap" $1,000 WordPress site that costs $300/month in maintenance, converts at 0.5%, and ranks on page 3 of Google is far more expensive than a $599/month subscription that performs and converts.