- Goals and scope of the project.
- Number and complexity of pages, tasks, or deliverables.
- Availability of content, assets, access, and existing technical work.
- Timeline, review cycles, and coordination required.
- Whether the work is one-time or ongoing.
- Third-party costs such as hosting, domains, paid tools, or advertising spend, identified separately.
The estimate should state deliverables, exclusions, payment milestones where applicable, and recurring fees before work begins.