As professionals in the web tech sector, we know that there is no one set answer to that question. And yet, we really don't want to be spending our time having to explain over and over to prospects why we can't just answer the question.

We could provide an analogy and respond by saying, "That's like asking a random custom home builder how much it's going to cost to build a house." We could continue by explaining that the builder will need to know the location of the house, the square footage of the house, the desired finishes on the house, etc.

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