Inclusions & Exclusions.

How our pricing works

Every engagement is built the same way — you start with the Foundation (always included, always $3,000), then add the optional pieces your project needs:

• Styled pages — custom-designed inner pages, $500 each
• Duplicated pages — same template, your content, $120 each
• Add-ons — 15 productized integrations and components
• CMS — managed or self-serve, quoted per project
• Care plan — Basic, Plus, Pro, Self-Serve CMS, or Custom Retainer

See the calculator at thedwco.com/pricing for live numbers. Care Basic is bundled into Year 1 of your build at no charge — every site launches with hosting, security, monitoring, daily backups, and 2 edits/month included.

Anything outside this menu is quoted as a separate engagement — usually a Custom Retainer. We’ll flag this on the configurator as a discovery call.

Foundation build — $3,000

Every build includes the Foundation. It covers:

Design & build

• Custom home page — 5–8 scrollable sections, original design
• Responsive across all major breakpoints
• Brand system & art direction (color, type, spacing, visual voice)
• AI-drafted copy + human polish across the home page
• Custom 404 page

Conversion & SEO

• 1 contact form
• Technical SEO baseline — sitemap, robots, meta, semantic HTML
• Structured data (JSON-LD) for the home page
• WCAG 2.2 AA accessibility — audited before launch
• GA4 + Google Search Console setup
• Cookie consent banner

Hosting & care (bundled Year 1)

• Global edge hosting + SSL
• 24/7 uptime monitoring
• Continuous security & dependency updates
• Daily backups + rollbacks
• Custom domain + DNS setup (you keep the domain in your name)
• 2 content edits per month (Care Basic allotment)

Not in Foundation: additional styled or duplicated pages, e-commerce, custom integrations, content migration beyond ~10 pages, and original photography. Those are line items below or in the extended menu.

Styled pages — $500 each

Custom-designed and copy-structured inner pages beyond the home page. Each is original to your site, not a duplicated template. Typical examples: About, Services, Contact, Pricing, Team, Process, Careers, FAQ.

Included with each styled page

• Custom design and layout original to your site
• AI-drafted copy + senior polish for the page
• Responsive across breakpoints
• WCAG 2.2 AA compliance
• SEO meta + structured data (where applicable)

Not counted as styled pages

• Privacy policy, terms of use, and other unstyled legal pages — added as plain-text pages at no charge
• Pages that reuse an existing template with provided content — those are duplicated pages (below)
• Pages with custom interactive components (calculators, quizzes, configurators) — quoted separately in the extended menu

Duplicated pages — $120 each

For when you need many pages that all use the same template, with content you provide. We slot your copy and imagery into an existing styled-page template, QA, and ship — no new design or layout work per page.

Best used for

• Local SEO city pages — one template, many cities
• Service pages — one template, extensive service list
• Team member or staff bio pages from a roster
• Location pages from a list of physical sites
• Portfolio / case study entries using a shared format

What’s included per duplicated page

• Template slotting of provided content (copy + 1–3 images)
• Light copy polish (typos, formatting, hierarchy)
• Per-page SEO meta tags + structured data
• Responsive + accessibility maintained from the source template
• QA pass before publishing

What’s NOT included

• Original copywriting per page (you provide it — or add a Copywriting line item)
• New design or layout variations (those are styled pages)
• Custom photography (you provide stock, or add a Photo Direction line item)
• Per-page custom interactive components

We’ll flag a discovery call if duplicated-page volume goes beyond 30 — at that scale we typically move to a CMS-driven content type rather than per-page work.

Add-ons

Bolt-on integrations and components that work alongside the Foundation. Add as many or as few as you need. Each is a fixed-price productized scope at our Production tier.

Included with each add-on

• Configuration and connection to the third-party tool you specify
• Integration on a single agreed page (or site-wide if its nature requires it — e.g. analytics)
• Test pass against the live integration before launch

Always excluded from add-on pricing

• Third-party SaaS subscription fees (Mailchimp, Calendly, Intercom, HubSpot, etc.) — billed by the vendor directly to you, in your name
• Custom branching logic beyond the productized scope (those are extended-menu items)
• Multi-tool orchestration (those move to a Custom Integration line item)
• Content for what the add-on delivers (your newsletter copy, your lead-magnet PDF, your form questions, etc.)

Content management (CMS)

CMS is quoted per project— pricing varies too much by platform choice, content-type count, and schema complexity to fit a fixed tier. We’ll quote it as a single line item during scope.

Common reference points

• Managed single content type — typically around $1,000 (you send content, we publish via your Care edit allotment)
• Self-serve multi-collection — typically around $2,500 (you get full editor access — Keystatic, Sanity, headless WordPress, Tina — plus a 1-hour training session)
• Smaller or larger scopes priced accordingly

Always excluded from CMS pricing

• Platform license fees (Sanity, headless WordPress hosting, Framer, Webflow, HubSpot) — billed directly to you by the platform
• Editor seats beyond the included one — billed by the platform
• Content migration from a prior CMS (separate line item — Content Migration)
• Workflows beyond publish/unpublish (approvals, multi-stage drafts, scheduled rotations)

Care plans

Every site continues on a Care Plan after launch. Care Basic is bundled into Year 1 of your build at no additional charge — Foundation amortization covers hosting, monitoring, security, backups, and 2 edits/month for the first 12 months. Plus and Pro are 50% off during Year 1 if you upgrade at build time.

Care includes (all tiers)

• Global edge hosting + SSL
• 24/7 uptime monitoring with automated alerts
• Continuous security & dependency updates
• Daily backups with rollback capability
• Quarterly accessibility check (alt-text reminders, contrast spot-checks, keyboard nav)

Care does NOT include

• Ongoing SEO retainer — we can refer a trusted SEO partner
• Ongoing CRO retainer — same, see partner referrals on the pricing page
• Paid media management / ad-spend management
• Major redesigns, new templates, or wholesale brand refreshes (those are net-new or new engagements)
• E-commerce operations beyond simple Stripe checkout monitoring
• Third-party platform subscription fees (CMS license, ESP, analytics, etc.)

All Care plans are month-to-month after a 90-day minimum on Plus / Pro / Self-Serve CMS. Care Basic has no minimum. Upgrades take effect immediately. Downgrades require 30 days’ written notice after the minimum.

• Edit rollover: Edits do not roll over month to month on any tier.
• Net-new rollover: Unused net-new pages bank forward up to 90 days, on Plus and Pro alike.
• Pro fair use:Pro is unlimited in good faith. Sustained agency-scale volume may prompt a conversation about moving to a Custom Retainer. We’ll never surprise you with a charge — we’ll just talk.

How we classify work after launch

Every post-launch request is one of three types. This determines how it counts against your Care Plan and how we price anything beyond it.

• Edits count against your monthly edit allowance (2 / 5 / unlimited).
• Updatescount as one edit if completed in roughly 30 minutes or less. Substantial Updates are billed from the post-launch menu with your tier discount applied; we’ll tell you which before starting.
• Net Newitems are either covered by your tier’s monthly or quarterly net-new allowance, or billed from the post-launch menu with your tier discount applied.

Vendor / agency partner pricing

Resellers, white-label partners, and referring agencies have access to a partner rate of 35% off all build-line items (Foundation, styled pages, duplicated pages, add-ons, CMS, and extended-menu items). The partner attribution flows through every scope so we can track and pay out correctly.

What the 35% applies to

• Foundation, styled pages, duplicated pages, add-ons, CMS line items
• Extended-menu items (Integrations, Content, Brand, Strategy, Custom)

What stays at retail

• Care Plans (Basic, Plus, Pro, Self-Serve CMS, Custom Retainer) — billed to the end client at standard rates so they own the SLA directly
• Third-party SaaS subscriptions, platform licenses, and other pass-throughs
• Travel / on-site work and rush surcharges

Partner attribution carries through to the SOW and any closed-deal payout (where applicable). Partners are responsible for End Client relationships, payment collection from End Clients (if not direct-billing through DW/Co.), and adherence to the Reseller indemnification clause in our Terms.

Become a partner: contact us.

Custom & extended work (quoted)

Beyond the productized menu, we maintain a deeper catalog of items typically used when a scope outgrows the standard configurator. These are quoted by our team rather than self-served; reach out to talk through scope and pricing.

Items in the extended catalog are subject to the same Inclusions & Exclusions principles described above — each gets its own scoped inclusions list at SOW time so there’s no ambiguity at the line-item level.

What’s never bundled in the standard configurator

The following always live outside the productized fixed-price menu. They appear in the extended catalog (quoted) or trigger a discovery call:

• Full e-commerce — cart, checkout, inventory, subscriptions (Shopify Headless / Stripe Subscriptions / WooCommerce headless)
• Multi-system data orchestration — ETL, ERP / CRM sync, custom data pipelines
• Complex calculators / configurators / quizzes — financial modeling, insurance quoting, branching multi-step decision tools
• Custom dashboards, portals, login systems, member areas — gated user accounts, admin tools, multi-tenant
• Original photography or video production — coordination available; shoot day-rate billed separately
• Custom logo design — Foundation includes brand direction, not logo creation
• Ongoing SEO management or paid-media management — handled via partner referrals or a Custom Retainer

If you’re unsure where your project fits, the configurator will auto-flag scopes requiring discovery — or just start a conversation.

Third-party costs & pass-throughs

Anything we configure on your behalf that has its own subscription, license, or transaction fee is billed by that vendor directly to you, in your name. We never resell third-party SaaS at a markup.

Always billed separately to the client

• Email service providers (Mailchimp, Klaviyo, ConvertKit, etc.)
• Booking tools (Calendly, Cal.com, Acuity)
• CRM tools (HubSpot, Pipedrive, Salesforce)
• CMS platforms (Sanity, Keystatic, WordPress hosting, Framer, Webflow, HubSpot CMS)
• Analytics platforms beyond GA4 (PostHog, Mixpanel, Amplitude)
• Authentication / SSO platforms (Auth0, Clerk, Okta, Microsoft Entra)
• Stripe, Square, and similar payment processors (transaction fees apply)
• Email hosting (Google Workspace, Microsoft 365)
• Live chat platforms (Intercom, Drift, Crisp, Tawk)
• Stock photography or font licenses
• Domain registration and renewals

On the rare occasion we need to purchase something on your behalf — typically licensing we have to front during build — it’s billed at cost plus a 15% handling fee as a Pass-Through line item on your scope.

Hosting is the exception:we include edge hosting + SSL inside Care, not as a pass-through. You don’t pay Vercel / CloudFront / AWS bills separately. One flat monthly Care rate covers it.

Travel & on-site engagements

Default mode is fully remote. We’ll travel for kickoff workshops, strategy sessions, or on-site research when it’s useful.

• On-site day fee: $2,500 per day (8h)
• Travel and lodging billed at cost (economy / business based on length of travel, with client approval before booking)
• Per-diem of $75/day for meals on travel days
• One on-site day is included free as part of Custom Retainers exceeding 3 months

Rush / compressed timelines

Standard turnaround on a Foundation build is 1–2 weeks; Care Plan tasks are 2–7 business days. When a delivery is required inside a 2-week window (or substantially faster than standard), we apply a Rush surcharge of 25% on the build subtotal. We’ll flag this before you commit, never after.

Ownership

You own your website and its code once your build is paid in full. When that happens depends on the payment option chosen at checkout:

• Pay upfront — ownership transfers when we deliver.
• Pay over 12 months — ownership transfers when the final installment is paid (or earlier if you pay the remaining balance ahead of schedule).

Once you own the site, you can stay with us, take it elsewhere, or have us migrate it to your new host for a flat $250 transfer fee (per our Terms §16).

What transfers with you

• The website code (full git repository)
• All content, copy, and design assets we created for you
• CMS export (if you have one)
• A clean export ready to deploy

What does NOT transfer

• Domains — we don’t purchase domains on your behalf, so there’s nothing to transfer; your domain is registered to you the whole time
• Third-party tool accounts (Calendly, Mailchimp, GA, etc.) — registered to you from the start
• Our internal templates, frameworks, code libraries, and methodology — those remain DW/Co. property under our Terms §14
• The Care Plan — that’s a service, not an asset; cancel any time after the 90-day minimum (Plus / Pro / Self-Serve CMS) or any time (Basic)

Order of precedence

Per our Terms §2, if anything in this document conflicts with another part of your engagement, the order of precedence is:

1. The Terms & Conditions
2. This Inclusions & Exclusions schedule
3. The signed Order / Statement of Work / written service summary

Questions?

If you’re not sure where your project fits, start a conversation. We’ll tell you on a 15-minute call.

See also our Terms & Conditions. Last updated to match the productized pricing model effective May 2026.