How long do you think it will take?

When a customer finishes pitching the website or service they want you to build, the inevitable question follows: How long do you think it will take?

I’m no magician, and to be honest, most of the time, I have no clue how long it will take. More importantly, the time it takes is often irrelevant. But if you want to turn this person into a paying customer, you’ll need to provide an answer.

I’ve written before about how I decide what to charge a customer. It’s rarely straightforward, especially since software development isn’t like crafting a static product. If you ask a carpenter to build a custom chair and provide the dimensions, they can usually give you an estimate. The price of wood is predictable, and the end result “a chair” has a clear path from start to finish.

Software, on the other hand, is a different beast. Customers often have “small” ideas they think won’t change anything, but those ideas can shift everything.

Over the years, I haven’t gotten much better at providing accurate estimates. Instead, I’ve learned to teach customers why the estimate itself doesn’t matter. Of course, this lesson only comes after I give them an initial estimate.

The Rule of Three

With the information I have, specs written down and confirmed, I come up with a number. Then, I multiply it by three.

For example, if I estimate it will take a month to complete your website, I tell you it’ll take three. Naturally, this increases the cost, but in my experience, if you say it will take one month and finish in two, you’ll only get paid for one. That was your original estimate, and it’s all the customer will remember.

We don’t always get lucky with reasonable clients. The excuse of “Well, I faced unexpected challenges” doesn’t fly. Customers want to save money and see estimates as deadlines. The first number you give sticks in their minds, so make it work for you.

Why Time Doesn’t Matter

Once you’ve given the estimate, it’s time to shift their focus. The truth is, a website isn’t a one-time project you launch and forget. Most services are better built incrementally. Instead of creating a massive, expensive system upfront, you can release smaller, functional versions and test traction.

This approach saves money and reduces risk, but it also relies on your expertise. Customers come to you because you’re the expert, not the other way around. If they knew how to build it themselves, they wouldn’t need you. Your job is to guide them, ensuring their goals are met while managing expectations.

So, How Long Will It Take?

The answer? Three times as long as you think. Use that time wisely to help them understand that for a website, or any software project, a hard deadline is less important than building something functional and adaptable.