danieljean - 2:20 pm on Feb 6, 2004 (gmt 0)

donquixote: you are quite right to point out that the urgency with which you need the service helps determine prices.

It also helps that plumbers, unlike "web designers" don't undercut each other by one or two orders of magnitude.

I would however recommend against comparing your product to a brochure. Maybe you could compare a website to a large color advertisement in the yellow pages, since people looking for "widget seller in my city" are essentially a similar type of pre-qualified lead as you would get from that medium.

Or if you insist, compare it to a glossy brochure that is printed on demand, and factor in the cost of mailing it to people as they request them. Remember to count a human's time to handle those requests. 10,000 requests a year -> $20,000 total costs.

We know the medium, we can compare it to whatever we like (within limits) if it makes the cost more palatable to the client. So let's compare ourselves to expensive stuff! :)