Independent digital studio · since 2016
It's one of the first questions anyone asks when they need a website, an online store or a campaign. There's no answer that's right for everyone: there's the right choice for your project. Here's how to find it, with the pros and cons of each route.
MBMarco BagiacchiFounder of Nalu and web developer
When a company decides to rebuild its website, open an online store or invest in digital communication, the first choice isn't about colors or technologies: it's about people. Who do you trust with the project? An independent professional or an agency? The answer shapes everything else: costs, timelines, quality, and above all how you'll experience the project, from the first meeting to the years after launch.
It's a choice where price weighs heavily, but it shouldn't be the only criterion. A cheap site built by someone without the necessary skills can cost a lot over time; a project given to a large firm can be oversized for simple needs. The aim of this guide is to help you understand which format best fits your case.
You're not choosing a format. You're choosing the people who'll work on your project.
A freelancer is an independent professional who works for themselves. In the web world they might be a web designer, a developer, an SEO expert, a copywriter or a social media manager. Some cover several roles, others specialize in one specific area.
You can spot a good independent professional by a few clear signs: a portfolio with recent, verifiable work, an honestly stated specialization, clear quotes and a network of collaborators to turn to when the project needs skills they don't have. Be wary of anyone who says they can do everything, alone and at any level: it's rare, and it often means some part of the work will be done roughly.
A freelancer is often the ideal choice for well-defined projects: a showcase website, a specific job, advice on a particular topic. It gets riskier when the project needs many different skills or ongoing commitment over time.
A web agency is an organized structure with several people and roles: account managers, strategists, designers, developers, copywriters, SEO and advertising specialists. Sizes vary a lot, from small studios of a few people to large firms with dozens of employees.
An agency is often the right choice for complex projects that need many coordinated skills and guaranteed continuity over time. It can be oversized for simple needs.
We put the two models side by side on the criteria that matter most when choosing a digital partner.
| Criterion | Freelancer | Agency |
|---|---|---|
| Cost | Generally lower | Generally higher |
| Skills | One or a few, sometimes highly specialized | Many, coordinated with each other |
| Relationship | Direct with whoever does the work | Often through an account manager |
| Continuity | Depends on one person | Guaranteed by the structure |
| Flexibility | High | Variable, sometimes low |
| Complex projects | Risky | Suitable |
| Response times | Fast, if available | They depend on internal organization |
Neither one wins on everything. Freelancers win on cost and direct contact, agencies on skills and continuity. The choice depends on which of these criteria matter most for your project.
There's a model that tries to combine the best of both worlds: the network of professionals. That's how Nalu works, founded in 2016 on exactly this idea. Instead of a fixed structure with employees and departments, a network of independent specialists who work together on shared projects, coordinated by a single lead.
We start from the client's goals, not from whoever is available at the time.
For each project we choose the best-suited specialists: people who know the industry, who've already solved similar problems.
One person coordinates the work and answers the client, with no passing the buck between departments.
Professionals bring methods and ideas from their own projects, enriching every new job.
| From freelancers | From agencies |
|---|---|
| Direct relationship with whoever does the work | More coordinated skills |
| Costs without heavy overhead | Continuity and the ability to handle complex projects |
| Flexibility | A method and an accountable contact |
The weak spot of a network is coordination: without strong leadership it becomes a group of freelancers each working on their own. So when you assess a network, always ask who your contact will be and how the people involved are coordinated.
Find out moreAbout us: how the Nalu network works↗Price is the first criterion people think of, and it's right to consider it. But to compare different offers you need to look beyond the total.
A beginner freelancer may offer very low prices, an experienced freelancer can charge rates similar to a small agency, and a large agency may ask much more for the same type of project. The difference depends on experience, skills involved, overhead and how much work is actually included.
To help you get your bearings, our starting prices are public: a showcase website from €450, a custom website from €1,500, an online store from €2,500 (excl. VAT). We publish them because we believe clarity on costs is the first sign of a serious partner, whatever format you choose.
Read alsoHow much does a website cost: the price guide↗Here are some practical pointers, based on the type of project. They aren't absolute rules, but a good starting point.
| Project | Often a good fit | Why |
|---|---|---|
| Simple showcase website | Experienced freelancer or network | Few skills needed, contained costs. |
| Custom business website | Network or agency | You need coordinated strategy, design, development, copy and SEO. |
| E-commerce | Network or agency | Many skills: development, catalog, payments, SEO, campaigns. |
| Complete rebrand | Network or agency | Strategy, identity, applications, website: a team effort. |
| One-off technical fix | Specialist freelancer | A specific problem, a specific skill. |
| Ongoing management (SEO, ads) | Specialist or network | You need continuity and a stable point of contact. |
Whatever format you choose, some signs tell you you're in good hands. They're the same for a freelancer, an agency or a network.
Ask to speak with one or two clients who have worked with the provider in recent years. A serious partner has no problem putting you in touch with people who can share their experience.
In the same way, some signs should make you think before signing, whatever the format.
The first call is the best moment to understand who you're dealing with. Here are the questions we suggest asking, to anyone.
The answers will tell you much more than any presentation. And also notice the questions you're asked: a good partner wants to understand your problem before selling you a solution.
Learn moreHow to choose a web agency: the complete guide↗To make the comparison more concrete, here are three situations we come across often. They're examples based on recurring cases, not stories of specific clients, but they help show how the choice changes as the project changes.
A consulting firm with three main services wants a clear, fast site that ranks well in local searches. It doesn't need special features, but carefully written copy and good structure. Here an experienced freelancer with design and basic SEO skills can be an effective choice. A network can also offer professional copywriting and a photo shoot, at a cost that's still contained.
An artisan business wants to sell its products online, with a catalog of about a hundred items, shipping domestically and abroad, and campaigns to get known. It needs e-commerce development, product photography, pages optimized for Google, payment and shipping setup, and ad campaigns. It's a team effort: giving it to one person almost always means giving something up. An agency or a network is the most suitable choice.
A service company has grown, works with more established clients and wants an image to match: new identity, new website, new sales materials. The project requires strategy, design, development and content closely coordinated, with a single vision. Here too you need a team, and the quality of the coordination becomes the deciding factor.
When you describe your project to a potential provider, also explain what you want to achieve in a year, not just what you need today. It'll help you see whether they're right for the later phases too.
One thing people rarely assess when choosing, but that weighs heavily during the project, is communication. How long between your question and the answer? Who answers? Will you get regular updates or have to ask every time?
With a freelancer, communication is direct but depends entirely on their availability: it can slow down in busy periods. In an agency, communication is organized but often goes through an account manager who doesn't work on the project directly, with the risk of information getting lost along the way. In a well-coordinated network, your contact knows the project and follows it personally, and can bring in the specialist directly when needed.
Clear communication isn't a detail: it's what turns a project into a calm experience instead of a string of reminders.
Some providers work for a single industry: restaurants, medical practices, manufacturers. Others work with very different clients. Which is better?
Specialization has an obvious advantage: someone who knows your industry already starts with an idea of the typical problems, the language, the competitors. The risk is the opposite: solutions repeated from one client to the next, sites that all look alike, few new ideas.
Those who work across different industries bring valuable cross-pollination instead: a solution born for a fashion store can improve a professional firm's site, a communication idea from the food world can give new energy to a manufacturer. It's one of the reasons Nalu chose not to fence itself into a single industry.
The answer, as often happens, lies in the middle: what counts is that the provider has experience with problems similar to yours, even in different industries, and shows they genuinely want to understand your market before proposing solutions.
Many people wonder whether it's better to choose a nearby provider they can meet in person, or whether you can work well remotely too. Today most digital projects run through calls, shared documents and collaboration tools, whatever the distance.
Working remotely lets you choose the best partner for the project, not just the nearest one. In-person meetings are still useful at certain moments, like a kick-off workshop or a photo shoot, and can be arranged when needed. What really counts is the quality of communication, not the miles.
Whatever you choose, a written agreement protects both parties. It doesn't need to be long, but some items shouldn't be missing.
In a network of professionals it's important to know who the contracting party is. At Nalu, for example, the contract and invoice are issued by the project's lead specialist, named in the quote with their tax details before work begins.
Many people choose a partner thinking only about the build. But a website, an online store or a digital strategy lives for years after launch, and needs someone to look after it.
Always ask how support works and what it costs. A partner who disappears after launch will sooner or later force you to start over with someone else, who will first have to understand a project they don't know.
The serviceWebsite maintenance and support: how it works↗To decide, try answering three questions.
If the project needs strategy, design, development, copy, SEO and campaigns, you need a team: an agency or a network. If you need one specific skill, a specialist freelancer may be enough.
If the project needs looking after for years, choose someone who can guarantee continuity even when the unexpected happens.
If you want to talk to the people who actually do the work, choose a freelancer or a network with a hands-on contact.
The answers will point you in the right direction. Then, within that format, choose the people: the ones who asked you the best questions, showed you real work and explained clearly what you'll get and what it will cost.
The questions we're asked most often on this topic. If yours isn't here, write to us.
It depends on the project. A freelancer suits simple or specialist projects; an agency suits complex projects that need many skills. A network of professionals is a middle way, with more skills and a direct contact.
Usually yes, because they have no overhead. But a very experienced freelancer can charge rates similar to a small agency, and a low price is no advantage if necessary skills are missing.
A group of independent specialists working together on shared projects, coordinated by a single contact. For each project the best-suited team is chosen, without the costs of a fixed structure.
Look at real work, ask to speak with recent clients, and assess how clear the quote is and how they answer practical questions: who does the work, what's included, what happens after launch.
Yes, if the domain, accounts and content are in your name. That's why it's important to clarify it in the contract from the start.
Nalu is a brand of Marco Bagiacchi. The contract and invoice are issued by the project's lead specialist, named in the quote with their tax details before work begins.
From a few hundred to tens of thousands of euros: the figures you find online are so different they tell you nothing. This guide explains what the price depends on, what different types of website cost and how to read a quote without surprises.
For many freelancers and small businesses a showcase website is the smartest choice: a few pages, done well, that present who you are and bring in inquiries. Here's how much it costs, what it should include and how to tell whether it's what you need.
Choosing the right agency is the decision that most influences the success of a website, an online store or a digital strategy. This guide walks you through it step by step: from preparing the brief to comparing quotes, with a scorecard ready to use.
Tell us about your project: the assistant prepares the brief in two minutes, then a person from the team replies. No automatic quotes.
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