Introducing The Web Development Pricing Survey | 2022

John Doherty
4 min readNov 1, 2022

Are you overpaying or undercharging for web development services? Many brands-and many digital agencies-simply don’t have an answer to this question. That’s a problem we plan to fix with data-driven, non-biased analysis.

For example: according to Glassdoor, the average annual pay for web developers in the US is $104,080.

But that figure doesn’t tell the whole story. It ignores specific factors that can influence salaries, such as skill set, location, cost of living, and level or breadth of experience. To tell this story, you need data to fill in those blanks.

That’s why right now, economic turmoil or not, we believe is the ideal time to conduct our second digital industry pricing survey -focusing this time on web development and pricing or paying for these services.

In all actuality, there may be no better time to build your business-and having reliable digital industry pricing data is vital to making smart business decisions. And also helps to stretch every dollar when it matters most.

[Related: 4 Ironclad Reasons To Hire Marketing-Focused Developers]

Same Standard, Different Survey

As with our industry-leading Digital Marketing Pricing Survey Results, the goal of this survey is to provide you with similar industry pricing data as it relates to web development-for both brands and agencies.

We speak with hundreds of brands and agencies each year. From these discussions, it is clear that-just as with digital marketing services -both sides struggle with what to pay for (or how to price) development services.

Brands want a better idea of what competitors pay for development services, and from our many discussions with digital agencies each year, there is a clear struggle to identify how exactly to price their services.

In all honesty, these pricing challenges are unnecessary barriers to business for everyone involved. As such, this survey will collect data to help streamline this process in an equitable way.

Two Key Questions

Long story short, this all doesn’t need to be a guessing game. To that end, the two main questions we plan to answer for you in this survey are:

  • What is the average price agencies charge for web development services?
  • What is the average price brands pay for web development services?

With this information on hand, you can-whether from a brand or agency- streamline the process of paying for or pricing your web development services.

[Suggested: Pros & Cons: In-House Web Developers Versus Hiring a Digital Agency]

Why We Are Doing This Now?

As mentioned, you may feel that things are getting… wobbly in the current economic environment.

Whether you are a brand or an agency, you probably feel some headwinds. Whether from a slowdown in business or a rise in inflation-related costs it feels like a storm is brewing.

Actually, our founder recently wrote about how to weatherproof your business in such an economic climate. John makes four compelling points based on his decade of experience as an entrepreneur-through several economic downturns-about why endurance now, in these conditions, will dictate the winners and losers for years to come.

More specifically, he points out the advantage of optimizing your website now when others start to pack it in.

Because ask yourself this:

If you and your competitors all remain stagnant, how will you ever get ahead?

What Sets Our Web Development Price Guide Apart

There are many web development industry pricing surveys online today.

As a digital marketing matchmaker, we are uniquely positioned to conduct such a survey.

At the intersection of client-agency relationships, we are able to provide clear-eyed research that considers the hiring process from both sides of the coin. No bias and no slant-just hard data from people just like you.

That is, from the perspective of both the brand (hirer) and the web development or digital agency (hiree).

Our Digital Marketing Survey and Pricing Guide had over 500 respondents and currently has well over 100,000 views. We estimate an even larger data set for this upcoming survey.

Process, Standards & What’s Included

We will survey agencies (2+ full-time team members) and brands. The survey is entirely anonymous.

In this survey, the main queries also include:

Agency Side

  • Average front-end developer digital agency rates;
  • Average back-end developer digital agency rates;
  • Single project average developer rates;
  • A web development agency rate card;
  • Web development hourly rates guide;

Brand Side

When the results are published in the coming months, the pricing guide will include a methodology explainer so you can check our work and sources if you’d like. If you have any questions or feedback about the survey in the meantime, drop us a line!

Originally published at on November 1, 2022.



John Doherty

Founder & CEO of Credo ( Veteran digital marketer in Denver. Entrepreneur. Traveler. Skier. Other sites: and