The software isn’t the expensive part. The thinking is.
Price the problem, not the software. We price around the complexity of the business problem, the decisions that need to be made and the system that needs to be built. Not the number of workflows, pages or buttons involved.
So the investment depends on how much of the problem we’re solving: how much of the customer journey is involved, how many systems touch it, and how much thinking and implementation the work needs. The deeper the problem, the deeper the work.
Understand
Before building anything, understand what is actually wrong.
Digital Systems Review
Focused$1,250
A focused review of one area, for businesses that know roughly where the problem is and want it looked at properly before they spend more.
One area, such asCRM·website and customer journey·automation·lead handling·follow-up·one specific system problem
Customer Journey + Systems Diagnostic
Broader$1,500
A broader review for when the problem spans more than one part of the business: the lead comes in, and something goes wrong somewhere between the website, the CRM and the people following up.
May include review ofwebsite·forms·booking·CRM·pipeline·lead ownership·follow-up·customer handoff·automation·visibility·system gaps
The diagnostic fee may be credited toward an approved implementation started within 30 days.
Sometimes the most expensive mistake is building before the problem is clear.
A diagnostic is real work, not a sales call: we look at how the business actually runs, where the customer journey breaks and what’s worth fixing first. The goal is a clear definition of the problem and a recommended path, before anyone builds anything. Not every project needs one. If the work is straightforward, we scope it directly.
- Website
- Forms
- Booking
- CRM
- Pipeline
- Follow-up
- Handoff
- Reporting
- Integrations
Fix
Fix one meaningful part of the system, properly.
CRM & Pipeline Implementation
Typical investment$2,500–$5,000+
A CRM that describes what’s actually happening: who owns each lead, what stage it’s in and what happens next. Pricing reflects business complexity, not how many screens someone clicks through.
May includepipeline design·stages·ownership·lead routing·forms·calendars·contact structure·custom fields·follow-up·reporting foundations·simple migrations·GoHighLevel configuration
Automation & Workflow Projects
Typical investment$2,500–$5,000+
The steps someone shouldn’t have to remember, done reliably. We don’t price by number of workflows. We price by what the automation has to get right.
May includelead follow-up·reminders·handoffs·onboarding·repetitive admin steps·notifications·internal workflows·cross-tool automation·n8n·APIs·integrations
- Website
- Forms
- Booking
- CRM
- Pipeline
- Follow-up
- Handoff
- Reporting
- Integrations
Build
Build the customer-facing experience around how the business actually works.
Custom Website Design
Typical investment$2,500–$7,500+
Designed from the business outward: how customers find you, what they need to see, and the next step they should take. Page count is one factor, not the price. Ten simple pages can cost less than four pages that have to qualify, book and route a customer.
Scope is shaped bynumber of pages·content readiness·design complexity·mobile requirements·forms·booking·CRM connection·location or service-area pages·migration·integrations·custom functionality·copy support
- Website
- Forms
- Booking
- CRM
- Pipeline
- Follow-up
- Handoff
- Reporting
- Integrations
Connect
The website, the CRM and the follow-up designed as one customer journey.
The clearest expression of what we doIntegrated Website + CRM Build
Typical investment$5,000–$10,000+
This is where the website stops being a brochure and the CRM stops being a database. The lead comes in, and the business knows exactly what happens next: who owns it, what the customer sees, what the team sees, and what follows up on its own.
May includecustom website·forms·booking·CRM·pipeline·lead routing·follow-up·customer journey·basic reporting·handoff logic
A normal web agency stops at the form. A software builder starts at the CRM. This is the part in between.
It isn’t a website and a CRM stapled together. The valuable part is designing how they work together, and that’s exactly the part that usually gets skipped.
- Website
- Forms
- Booking
- CRM
- Pipeline
- Follow-up
- Handoff
- Reporting
- Integrations
Solve the complicated version
More systems, more dependencies, more operational logic.
Complex / Cross-System Implementation
Typical investment$7,500–$15,000+
For established service businesses with more moving parts: several teams or owners, more than one customer journey, data that has to move, and tools that have to talk to each other. The cost comes from the dependencies, not the feature count.
Formulti-system builds·migrations·complex integrations·multiple customer journeys·advanced automation·cross-functional process redesign·n8n·APIs·multiple teams, owners and stages·more complicated operational logic
- Website
- Forms
- Booking
- CRM
- Pipeline
- Follow-up
- Handoff
- Reporting
- Integrations
What a project at each level can look like.
Illustrative examples · not quotes- $2,500–$5,000+
Focused CRM or automation
Example shapeOne pipeline, clear ownership, lead routing, a form, booking, follow-up and basic visibility.
- $5,000–$10,000+
Website + CRM customer journey
Example shapeA custom site, forms, booking, CRM, pipeline, follow-up and the handoff to the team.
- $7,500–$15,000+
Cross-system implementation
Example shapeA migration, several teams, integrations, many connected workflows and complex handoffs.
Shapes, not packages. A project at any of these levels may include more, less or different pieces. The final price comes from a written scope.
What moves a project up or down the range?
Pick a type of project, then switch on what applies. Watch where it sits in its range. Some things move it. Some things people expect to move it don’t. This shows position, not a price.
Custom website
Typical investment $2,500–$7,500+
Moves it up · switch on what applies
Doesn’t automatically move it · try one
A focused version of this project sits at the lower end. Add what applies to your business.
Ten workflows is not a strategy.
A five-workflow system can be more valuable than a twenty-five-workflow system if those five workflows solve the real problem.
The price comes from what has to be
- Understood about how the business runs
- Decided before anything is built
- Connected between systems
- Protected where a mistake would cost customers
- Rebuilt from what exists today
- Owned, so every handoff has a name next to it
Projects go deep. Ongoing work goes long.
We don’t create retainers just to create retainers. Some systems need monitoring, updates and steady improvement. Others are built, documented and done. If a one-time project is enough, we’ll say so.
No retainer
One-time projectBuilt, handed over and documented. Often the right answer.
System Care & Support
$500 / month, fromKeep it working.
Fixes·small updates·monitoring·minor configuration changes·support
Ongoing Optimization
$1,000–$1,500+ / month, typicalKeep it improving.
Workflow refinement·CRM adjustments·reporting improvements·form and booking updates·new pages·new automations·customer journey optimization
Digital Systems Partner
$2,500 / month, fromNot for everyone.
For businesses that need ongoing systems ownership, optimization and strategic support rather than occasional fixes.
Straightforward work should stay straightforward.
None of these are unlimited. Exact scope is set in the agreement, and ongoing support is only added when it’s useful. The bars above show the rhythm of the work, not hours.
If the problem is clear, we scope it. If it isn’t, we diagnose it first.
- 01Tell us what isn’t working.
Start with the problem, not a package.
- 02We decide whether it’s clear enough to scope directly.
-
ClearWe scope it directly.
Most straightforward website projects land here.
Broad or unclearWe may recommend a paid diagnostic.So the build is aimed at the real problem.
- 03We propose the right level of implementation.
In writing, before work starts.
- 04 · Only if usefulOngoing support.
Platform and usage fees are quoted separately.
When software is required, its cost is separate from the work of designing and building the system, so you can see exactly what’s software and what’s implementation.
- CRM software, including GoHighLevel
- Email, SMS and calling
- AI usage and APIs
- Third-party tools and integration platforms
Swink Marketing is a GoHighLevel agency. Swink Marketing is a GoHighLevel affiliate and may earn a commission when a business signs up through our links.
Your business should not be held hostage by your technology provider.
You own your business and your data. Important logic should be understandable by the people who run it, and dependence on us should never be manufactured.
Specific ownership, transfer, hosting and offboarding terms are governed by the service agreement.
Who this pricing is built for.
- Established service businesses and consultants
- Professional services and founder-led firms
- Teams that have outgrown manual follow-up
- Businesses with disconnected customer-facing systems
- Companies ready to fix the root problem
Probably not the right fit
- Shopping for the lowest-cost website
- Tiny one-off tasks
- Buying automation by the hour
- Installing a template and nothing else
Tell us what isn’t working. We’ll figure out what level of work it actually needs.
The goal isn’t to buy more software. It’s to make the business easier to run.