Compare scope before comparing price
Two proposals can look similar while including different responsibilities for content, revisions, migration, analytics, hosting and post-launch support. A line-by-line scope comparison is more useful than comparing totals alone.
Budget around the business role of the website
A simple credibility site, a lead-generation system and an ecommerce store have different requirements. The expected business role should determine where custom strategy and development are worth the investment.
What to keep in view.
✓ Number and complexity of pages
✓ Custom design versus pre-built themes
✓ Content strategy and copywriting
✓ Ecommerce or software integrations
✓ SEO and migration requirements
✓ Ongoing support and maintenance