"How much is this going to cost?" That’s one of the first questions clients ask. Of course it is! Makes perfect sense. Unfortunately, the answer is often frustratingly opaque. Website pricing can feel arbitrary. Why do some features cost more than others? Why does one website project take longer than another?

The core issue is that, for most people, websites are a black box. Many clients manage their websites daily, but modern content management systems (CMSs) make it so seamless that websites seem like a front-end experience, not a technical system. Clients can add content and tweak settings, but they rarely see what's happening under the hood — the complex wiring and infrastructure that makes everything work.

Website complexity arises before a project even starts, shaping expectations and planning from the outset. We want to lift the veil a little bit to explain why certain website features take more time and cost more money. The more you understand, the better you can decide which functionality is essential and which might need to be value-engineered.

Complexity vs. Simplicity

When discussing time and cost (which, let's face it — time is money), we frame it as a question of complexity versus simplicity. 

(And to be clear, we are not talking about user experience. Regardless of how complex the backend is, the user experience should always be simple. That’s a foundational principle of good web design. This idea traces back to Don't Make Me Think, the classic usability book by Steve Krug, and even further to Henry Dreyfuss’s Designing for People (1955), which shaped product design thinking long before websites existed.)

When we talk about complexity in web development, we’re referring to a few key factors:

Custom post types

Structured and reusable content collections, like case studies or team profiles. These include multiple content fields (headline, images, CTA buttons, etc.) and require custom front-end design, responsive adjustments, and CMS integration. These repeatable patterns make it easier to manage over time.

Flexibility and customization

It’s great to have lots of background and color options, for example, in your components, so your site can look fresh over time and be varied while living in the same design universe. Of course, each has to be configured and tested.

Bespoke functionality

Custom-built features such as footnotes in blog posts, glossary rollovers, or interactive definitions. These require additional development to integrate into the CMS and ensure front-end performance across devices.

Dynamic content

Content that updates based on user interactions or backend changes, such as personalized dashboards or data-driven elements. Unlike static content, dynamic elements often require database queries, APIs, and caching strategies.

Multiple taxonomies

Assigning metadata to content in complex ways is helpful to help tie a site together. A common example is blog post tagging, but taxonomies become complex when applied to diverse content types with layered relationships.

Third-party integrations

Connecting the website to CRMs, marketing automation tools, event management systems, or external databases requires API setup, data syncing, and ongoing maintenance.

Why These Elements Add Time and Cost

Certain aspects of web development inherently add complexity, which translates into more time and cost:

• Custom coding: While we leverage reusable code, many features require tailored development to ensure flexibility and future-proofing.
• Filtering and query logic: Advanced filtering mechanisms for content require additional database queries and performance optimizations.
• Testing and QA: Complex features require rigorous testing across multiple devices and screen sizes to ensure seamless user experiences.
• Collaboration time: More advanced features mean deeper discussions between designers, developers, content strategists, and clients to ensure alignment.

A Real-World Example: Interactive Maps

One common example we encounter frequently is an interactive map. We will start a new project, assess what's going on, and see a fully custom interactive map that got added at some point along the way. It might work fine in its current state, but rebuilding it within the new CMS will require taking the custom data, restructuring it, maybe integrating APIs they're pulling data from, and ensuring a responsive design that works seamlessly across all screen sizes. This means setting up data sources, ensuring the CMS can support and update them dynamically, and optimizing performance across different devices.

Beyond that, the map’s interactive elements must be carefully planned—will users need filtering options? Will it require real-time updates or user-generated data? If so, this adds further layers of complexity, including database management and user interface enhancements.

Additionally, integrating a map means addressing cross-platform compatibility and performance concerns. Some third-party tools may not render well on mobile devices, demand frequent API calls, or introduce compatibility issues that affect performance. That takes time and budget. Sometimes, it’s worth it; sometimes, it’s a feature that can be phased in later or replaced with a simpler version at launch, with enhancements added in future iterations. (And sometimes, we can just drop a Google Map in there, which solves a lot of problems!)

Why Understanding Complexity Helps Everyone

Clients often work with websites that have evolved over time. They’ve added features incrementally — a developer bolted on that custom interactive map, a CRM integration was set up later, one page got a nifty timeline, and now these features feel essential. But when we analyze functionality for a new website, we often discover that these elements are more complex than they seem.

One of our biggest goals is transparency — not to eliminate beloved functionality, but to ensure that every feature we build is robust and maintainable and that the site experience feels cohesive. 

For project teams, understanding complexity helps us scope projects realistically and prioritize essential features. A dynamic, interactive map might be amazing, but if a static version serves the same purpose for launch, it might be the better choice. Websites aren’t one-time builds; they’re living platforms that evolve.

Thoughtful Planning Matters

Complex content elements can add tremendous value, but they require thoughtful planning. It’s like renovating a kitchen and wanting custom cabinet sizes. It’s possible, but it takes extra time and effort.

A strong web development partner won’t just say yes. They’ll guide you through trade-offs, helping you balance immediate needs with long-term scalability.