A realistic website estimate should state what is included, what is optional, and what depends on third-party services. That keeps the project easier to approve and easier to manage.
The biggest price drivers are usually page count, custom design depth, CMS or catalog logic, integrations, copywriting, SEO work, and post-launch support.
For a clean first proposal, use from-prices by service type and confirm the exact quote after discovery. That gives visitors a useful benchmark without pretending every project is identical.