How much does a website redesign cost? Prices and key factors

How much a website redesign costs mainly depends on the scope. A visual refresh within your existing structure costs a fraction of a full rebuild where you rebuild the structure, content and technology from scratch. For a B2B site that ranges from a few thousand euros for a targeted refresh to a substantial five-figure amount for a strategic rebuild with a new site structure, copywriting and integrations. More important than the exact figure is what you get in return: a site that turns more visitors into conversations and leads.

In this article you will read which price ranges match which scope, which factors push the price up, and when a redesign pays off versus when you are better off rebuilding entirely. We work platform-neutral: whether you are on Webflow, WordPress or headless, the same logic applies. Want the bigger picture? Then first read our guide to building a B2B website.

How much does a website redesign cost on average?

There is no fixed rate, because “redesign” can mean anything from a new colour palette to a completely new site on a new platform. The price scales with the scope, not with a price list. Roughly speaking, you see three levels.

A visual refresh touches the appearance, not the foundation: new style, colours, typography, better imagery and a cleaned-up homepage, but you keep your existing structure, content and CMS. This is the cheapest scenario and typically sits in the range of a few thousand euros. Good if your site is still technically healthy and only looks dated.

A partial redesign tackles, alongside the style, the most important templates and pages: a new homepage, service pages, stronger navigation and better calls to action. You revise the structure where needed and rewrite core content. This usually sits in the range of ten to a few tens of thousands of euros, depending on the number of pages.

A full redesign or rebuild means you start over: a new site structure, new content, new design, often a new platform and connections to your CRM or marketing tools. For a serious B2B site this is an investment that quickly lands in the higher five-figure zone. Here you are not paying for “a prettier site”, but for strategy, conversion architecture and technology together.

These ranges are indicative, not a quote. Always request a price based on your concrete scope.

Which factors determine the price of a redesign?

The price is determined by how much really changes and how much custom work is added. These are the biggest price drivers.

• Number of pages and templates. Not every page is unique. Ten service pages on a single template cost far less than ten pages each with their own design. The number of different templates weighs heavier than the total page count.
• New content versus existing content. If you supply the copy and images, that helps. If content needs to be written in a structured way, with conversion-focused copy and new photos, the price rises. Good conversion copy is work, but it is often the difference between a site that converts and one that does not.
• Strategy and structure. A redesign that starts with goals, target audience and a new site structure costs more than a purely visual polish, but also delivers more. This is exactly where the gain in leads sits.
• Custom work and integrations. Connections to your CRM, marketing automation, a quote or booking module, multilingual support or a gated client portal push the price up. Standard forms are cheap, custom flows are not.
• Platform and migration. Staying within the same platform is cheaper than switching. If you move to a different system, migration work is added to carry your content, URLs and rankings over safely.
• Technology and performance. Getting speed, mobile display and accessibility right takes time. You do not see it right away, but it determines how your site performs in practice and in search engines.

The more of these points are in scope, the higher the price, and the more impact your redesign can realistically have.

When does a redesign pay off and when do you choose a rebuild?

Honest advice first: not every problem calls for a full rebuild. Choose your approach based on what is really wrong, not on gut feeling.

A refresh or partial redesign is usually enough if your site is technically healthy, your CMS does not work against you and the structure is logical, but the whole thing looks dated or does not convert enough. You then fix the weak spots in a targeted way: a stronger homepage, clearer navigation and better calls to action. That is faster, cheaper and less risky to get wrong than a complete rebuild.

A full rebuild pays off when the foundation itself is the problem. Think of a site that is structurally no longer maintainable, a CMS in which you cannot publish content or connect tools, a site structure that makes no sense, or technology so outdated that patching it up costs more than starting over. Likewise, with a new positioning or a growth plan your current site was not built for, a rebuild is often the better investment. Want the full step-by-step plan? Read how a redesign process works.

The rule of thumb: if you are mainly tinkering with the appearance, choose a refresh. If you are changing the foundation, a rebuild is more honestly priced than a half redesign you will redo later anyway. And if your site already converts but you want to get more out of it, first focus on targeted improvements before you start an expensive rebuild.

How do you weigh the cost against the return?

Do not compare the price of a redesign to what your old site cost, but to what a better-performing site earns each year. A B2B site is a sales channel, not a business card. So the right question is not “what does this cost?” but “how many extra conversations and leads does this deliver, and how much is a customer worth?”.

A calculation example in the spirit of that question: if your site now delivers a handful of leads per month and a redesign increases that by half, that extra flow, at a normal B2B customer value, often pays back the entire investment within one to two years. That is why we prefer to steer on leads and revenue rather than aesthetics. A site that looks prettier but does not convert more is not a success, however good it looks. That is how you build a B2B website that generates leads instead of just a fresh coat of paint.

Also watch out for hidden costs and risks. During a rebuild or migration you can lose your rankings and traffic if the technology is not right. You prevent this by bringing maintaining your rankings after the redesign into scope. A redesign that looks cheap but costs you your organic traffic is expensive in reality.

The short summary

A website redesign costs what the scope costs: from a few thousand euros for a visual refresh to a high five-figure amount for a strategic rebuild with a new structure, content and integrations. The price is driven up by the number of templates, new content, custom connections and migration work. Choose a refresh if only the appearance is ageing, and a rebuild if the foundation itself is the problem. Weigh the investment against the extra leads a better-converting site delivers, not against the price of your old site. Want an honest estimate for your situation? See how we handle website development and plan your free intake.