How the pricing works · for customers
Three lines on the bill. That's the whole shape of it.
You pay once for the build, monthly for the upkeep, and only when you want them for the extras. Every charge produces a deliverable; every spend, something you can point at.
The three layers
Build, upkeep, extras. Each with its own rhythm.
The build is bursty: a single, all-in charge to draft the site. The upkeep is metronomic: a monthly subscription that keeps it running and improving. The extras are episodic: optional credits for the heaviest AI work, bought only when you reach for them.
The build
A flat, all-in price to draft, type, and lay out the site. The bigger the site, the bigger the build. We use real AI compute for every page. This covers it.
- Homepage Pack · 1 page£29
- Three-Page Pack · 3 pages£59
- Five-Page Pack · 5 pages£89
- Want more pages later? Top-up at the delta.+£30 / +£60
— Includes thirty days of Forge edits after the build.
The upkeep
The ongoing work of keeping the site running, edited, and improving. Pick a tier; move tiers any time, pro-rated.
- Starter · hosting + Forge edits£15/mo
- Business · + analytics, A/B£39/mo
- Autopilot · + autonomous improvements£129/mo
- Move tiers any time, pro-rated.—
— Cancel in two clicks. Domain stays yours. No exit fees.
The extras
Optional credits for the heaviest AI work: Creative Studio image generation, deep Insights fixes, that kind of thing. You see the cost before you click.
- Image generation · per image~3 credits
- Deep Insights fix · per fix~12 credits
- Starter pack · 125 credits£12
- Pro pack · 600 credits£50
- Power pack · 1,100 credits£90
— No expiry. Carries over month-to-month.
What the monthly subscription does
Three tiers, three behaviours. Not three sizes.
The monthly subscription is ongoing intelligence: we watch the site, we read the analytics, we read the visitor behaviour, we make decisions. What changes between tiers isn't how much intelligence; it's how much we're allowed to do with it.
Starter
We watch the site and tell you what we'd do. You apply the changes yourself, in Forge.
- Insights every week: what's slow, what's broken, what's under-performing.
- Forge edits on tap: describe a change, we propose it, you approve.
- Hosting + SSL + backups: included, no separate bill.
You drive. We advise.
Business
We apply the safe fixes ourselves: typography, contrast, broken links, schema. We still recommend the rest.
- Deterministic fixes auto-applied: image alt-text, mobile overflow, dead links.
- Analytics + A/B testing: we test changes before recommending them.
- Translations + competitor watch: keep up without thinking about it.
We do the obvious. You decide the rest.
Autopilot
Full autonomy within bounds you set. We act first; you review after, not before.
- Autonomous improvements: copy, layout, images and SEO, all applied automatically.
- AI-written blog posts: keyword-targeted, scheduled, on-brand.
- Roll-back guarantee: every change is reversible, audit-logged, and tied to a measurable outcome.
You set the bounds. We move the numbers.
This is the part most pricing pages get wrong. They sell tiers as more features. We sell them as more permission. Starter has the same brain as Autopilot. We're just not allowed to use our hands.
If you start on Starter and outgrow it, the upgrade is two clicks. The site doesn't change, but what we're allowed to do for it does.
Five customer paths
The same three layers, five different rhythms.
Every customer hits the model at a different velocity. Here are five typical paths: a one-page florist, a three-page bistro, an eight-page service company on Autopilot, a consultant who starts small and grows, an image-heavy studio leaning on Extras.
Worked examples, twelve months in.
What we don't do
No hidden charges. No refunds either.
We don't charge for things you didn't click on. We also don't refund things you did. Both halves of that are part of the same honest deal.
No refunds on completed subscription periods or completed build packs. The reason is plain: every site we generate is built on AI calls we've already paid for. Once that work is done, it's done. The one exception is if a build fails for reasons within our control. Then you're not charged for it, a human follows up the next working day to put it right, and if we genuinely can't deliver, we make it good.
Full details on the refunds note. The legal binding is in Article I of the terms.
Common questions
Six things customers always ask.
Q01What if I want more pages than my build pack covers?
You pay the delta. We call it a ratchet top-up. Going Homepage to Three-Page costs the same £30 difference whether you do it on day one or on day ninety. Going Three to Five is also £30. No retroactive penalty for buying small first.
Open Forge, describe the new pages, approve the structure. The studio shows the exact cost before you confirm.
Q02What happens when I run out of credits?
We tell you before you spend the last few, not after. If a Creative Studio image gen or a deep Insights fix needs more credits than you have left, the studio shows a top-up modal with three pack sizes (125 / 600 / 1,100) and the exact cost. Cancel or buy, no surprises.
Subscription-funded fixes don't touch your credit balance at all. Credits are for the heavy, optional work.
Q03Can I downgrade?
Yes, any time. You pay the higher rate until the end of the current billing period (no pro-rata refund on the part you've already used), then the new tier kicks in at the next renewal. No phone call, no retention email, no are you sure? drama.
See the refunds note for the full mechanic.
Q04What does "autonomy bounds" mean for Autopilot?
When you turn Autopilot on, we ask you for a category: what kinds of work we can do without asking. Copy edits, image regenerations, layout tweaks, blog posts. Each category has a confidence threshold and a roll-back path; we don't act unless both gates pass.
You can tighten the bounds at any time. Every autonomous action is audit-logged with a before / after diff and a measurable outcome, so you can always say that one, not again, and we won't.
Q05Are receipts itemised?
Yes. Build packs, monthly renewals, ratchet top-ups, and credit-pack purchases each generate a separate receipt by email and live in your Studio Billing as an itemised statement: three blocks (Site, Build, Extras) with running totals and links back to the deliverables.
Q06What about taxes?
Themesmith.ai Ltd is not VAT registered, so no VAT is charged on any price on this page: the figure you see is the figure you pay, and your receipt shows it that way. If we register for VAT in future we will say so here, and on every price, before it applies.