01.
Describe your business
No brief, no intake call, no mood board round. Type what you do the way you'd explain it to a customer. The agent asks a couple of follow-up questions and gets to work. This is the part an agency would bill as week one.
Everything an agency does. Minus the agency.
Describe your business below and the agent does the rest: research, structure, copy and design. Once live, your site keeps improving from real visitor data, and you approve every change. Changes cost credits, not invoices. No retainers, no waiting on tickets.
Join 99+ businesses already automating their online presence
Free to build. Pay only to go live. No card needed
The gap, in numbers
€0
To build and preview
The agent builds your whole site before you pay anything
€29
Per month once live
Grow with annual billing: €43.99 if you pay monthly
€1,047
Three years of FWRD
Hosting, changes and improvements included
€4,300
Three years via an agency
€2,500 build plus a modest €50/month maintenance contract
How it works
From blank page to live site, without a single meeting.
02.
Watch it build
It researches your market, maps the pages most likely to convert, and picks typography and colour that fit your trade: the decisions you would normally pay a studio for. You watch it happen instead of waiting for a Thursday presentation.
Building your website...
- Researching your trade and local competitors
- Structuring pages around calls and quote requests
- Selecting typography that reads as trustworthy
- Writing copy in your own tone of voice
03.
Change anything, instantly
Wrong photo, softer headline, extra service page: say it and it happens. No ticket, no change order, no "we can look at that next sprint". This is the invoice that never arrives.
BlocksNavigationDesign
We set up 8 blocks for you. Edit them, reorder, or add more.
HeroServicesEmergency call-outReviewsContact
PREVIEW
Publish
04.
Get automated reports
Once your site is live, the agent digests your visitor data and content into a clear site report: what's working, what isn't, and where you're leaving money on the table. No dashboards to decipher. Just the verdict, on a schedule you set. Each report comes with concrete suggestions you can approve.
Site score +6 ↗
78
Visitors +18% ↗
1.2k
Traffic this week Updated just now
Your booking page is doing the heavy lifting, but three pages quietly lose visitors.
Impact +4-6%3 suggestions ready
05.
Your site evolves on its own
This is where it stops being a project. Your live site watches how real visitors behave and proposes specific improvements: a sharper call to action, a page people keep searching for, a link quietly losing you work. Approve them yourself, or let autopilot ship the ones you allow. An agency charges a retainer for this.
Analysis done, suggestions:
Add a "boiler repair Utrecht" page: 40 searches/mo
Move the phone number above the fold on mobile
Rewrite the contact CTA: 62% drop-off here
Side by side
The agency model vs the system model.
The same website, bought two different ways. Amounts exclude VAT; the agency ranges are what we see in the Dutch market, not quotes.
| FWRD | Web agency | |
|---|---|---|
| Upfront cost | €0 | €1,500-€5,000+ |
| Turnaround time | Minutes | 4-12 weeks |
| Making a change | Instant, yourself or via AI | Ticket → quote → invoice |
| Hourly rate for small edits | None: included in the plan | €75-€125 per hour |
| Continuous improvement | Standard, on real data | Only with an SEO retainer (€450+/mo) |
| Hosting, SSL and updates | Included | Separate, or inside the maintenance contract |
| Fully custom design | Within the system | Completely free-form |
| Dedicated point of contact | Email, reply within one business day |
The FWRD figures are our current prices. The agency ranges are market observations for a business site of five to fifteen pages: not research figures, and not a quote.
What you gain, and what you give up.
What you gain
- Speed Live in minutes instead of months. Changes go through instantly, without a ticket.
- Predictable costs One subscription. No quotes, change orders or hourly invoices.
- Continuous improvement The system keeps proposing improvements based on real data: something an agency only does for a fee.
- Ownership You approve every change. No dependence on someone else's calendar.
What you give up
- Drinks with your agency Personal contact with a dedicated team. Though we do reply to your email within one business day.
- Pixel-for-pixel custom work For a unique custom design or a complex platform, a specialist is still the right route.
- Someone to point at You're in the driver's seat. The system does the work, but you set the direction.
For 9 out of 10 business sites, the agency model has become too heavy. This was built for those nine.
What €29 a month actually covers
Everything a small business site needs to stay alive: hosting, SSL, a custom domain, built-in SEO, and the credits the agent spends when it builds or edits something. A new page costs about ten credits; Grow gives you 450 a month, so a page a week barely dents it. Credits are explained here.
There is no setup fee and no minimum term. You build the entire site for free and only pay when you want it on your own domain, which is also why the full pricing page has nothing hidden behind "from".
Already paying an agency?
Most people come to us mid-contract, halfway through a maintenance agreement that renews quietly. We wrote a separate guide on switching web agency: what to ask for, who owns your domain, and how to get your content out. If your current site is simply tired rather than wrong, a redesign is usually the cheaper move.
Not sure whether your site is the problem? Run the free website check: it grades speed, SEO and mobile in about a minute and tells you what an agency would charge to fix it.
When an agency is still the right call
We are not going to pretend otherwise. If you need a bespoke design system, a complex integration, or a platform rather than a website, hire a specialist. Our honest side-by-side lives at FWRD vs a web agency, and the wider field, from freelancers to site builders to DIY, is mapped in web agency alternatives.
Who this tends to fit
- Small and medium businesses that need a site that works, not a showpiece: see websites for SMBs
- Freelancers and one-person companies who cannot justify a €2,500 build: freelancer sites
- Trades and local services that mostly need to be found and phoned: contractor sites
- Anyone who needs to be live this week: a website in one day
Pricing
Build free. Pay when you go live.
No quote, no setup fee, no minimum term. Spin up your whole site with the agent for free and upgrade the day you want it on your own domain.
Founding offer: the first 50 accounts get Grow for €299 a year, locked for life.
Free
€0 €0 free forever free forever
30 credits / month
Try it on a real site.
- 1 site
- AI Site Builder
- Unlimited edits & previews
- Your own .fwrd.digital address
- Up to 10 pages
- Custom domain setup
Grow Most popular
€299/year as a founding member
450 credits / month
300 credits / month
Go live and keep improving.
- 5 sites
- Everything in Free
- Custom domain setup
- Unlimited pages
- A site that improves itself
- Unlimited sites
Pro
1,200 credits / month
800 credits / month
For agencies & heavy use.
- Everything in Grow
- Unlimited sites
- Priority generation
Custom
Multiple brands, an agency, or something bespoke? We'll build a plan around it.
Credits are fuel for the agent: spent only when it builds or changes something. A new page is about 10 credits, an edit a couple. Asking questions, previewing and publishing are always free.
Hosting included · No setup fee · Cancel anytime · Unused credits roll over, up to 2× your monthly amount. · One site on Free, up to five on Grow; Pro runs an unlimited number.
Before you ask
The questions people ask us before they cancel their agency.
Still weighing it up?
Send us the site you have now and what your agency charges you. We'll tell you honestly whether switching is worth it, including when it isn't.
Why not just go with a web agency?
We were that web agency. The problem: after delivery the work stops, right when your site should start performing. So we turned our way of working into a product: a site that keeps improving after launch, without an invoice for every change.
Does AI match agency quality?
For business sites: yes, and in some areas it goes further. The technical foundation (speed, SEO structure, hosting) is identical to what we built as an agency. What you give up is pixel-by-pixel custom design; what you get back is a site that keeps improving after launch.
When is an agency actually the right choice?
For a truly unique custom design, a complex platform with integrations, or when you want someone to take over the reins completely. For the standard business site, 9 out of 10, the agency model is heavier and more expensive than it needs to be.
Affordable: so what's the catch?
There isn't one. The model is different: no billable hours, no quotes, no project management. The AI does the building, you steer. That's why it costs a fraction of an agency rate.
Are there hidden costs?
No. Hosting, SSL and updates are included in the subscription. No setup fees, cancel monthly. The only optional extra is your own domain name (~€10-15 per year at your registrar).
Can I cancel monthly?
Yes. No setup fees, no long-term contracts. Annual billing gets you a lower monthly rate and 50% more credits, but you're never locked in beyond the period.
My site is hosted elsewhere. How do I switch?
You build a new version with the AI site builder in a few minutes and switch your domain over once you're happy. Your old site simply keeps running until that moment: no downtime.
Can I use my own domain?
Yes, from Grow. Connect your existing domain in minutes, SSL certificate included. No domain yet? Start on a free .fwrd.digital address and connect one later.
Dig deeper
Keep reading
- FWRD vs a web agency The full side-by-side, including where an agency wins.
- Web agency alternatives Every route to a website, priced honestly.
- What does a website cost? Four routes, three years, all the numbers.
- Switching web agency How to leave without losing your domain or content.
- Website maintenance What's actually included, and what agencies bill for.
- Get a website The short version of how the new route works.
- Websites for SMBs What a small business site actually needs.
- A self-evolving website The part that keeps working after launch.
- Pricing Plans, credits and the founding offer.
No quote required
No more waiting for a quote.
Type what your business does and watch a real site appear. Nothing to install, no card needed, and you can walk away at any point.