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- cost of living and cost of doing business in the designer's and the client's locales
- total amount and overall quality of work done
- types of technology required for the site, such as database integration or credit card processing
- types of skills utilized in building a site, such as graphic design or programming
- skill level of the designer
- experience level of the designer in web technologies
- experience level of the designer in designing sites specific to the industry niche
- client's size and business needs
- client's level of sophistication in his/her industry, in the web industry, and with technology
- client's preferences with regard to industry or social background, geographic location, or other marginal considerations
- business model, e.g. site template packages or hourly rate
- costs passed through to the client, such as a preferred hosting or shopping cart provider
More than a few sites are built for free; any high school intern can build a simple business card site in a few days. On the other hand, high-end design shops may charge hundreds of dollars an hour.
coding 10 hours at (perhaps, let's say) 60.00 per hour
scripting 4 hours at (ditto) 90.00 p.h.
graphic design 8 hours at (ditto) 85.00 p.h
scanning 6 hours at (ditto) 40.00 p.h
This way, when the client changes the specs, or wants additional afterwards, or the job becomes smaller, it's simpler to point out "you can have it, but it will take another 4 hours of studio time", or "reducing the pages reduces the coding, but it requires more design work"
etc... use your own numbers