What a Website Redesign Really Costs: The Five Decisions That Set Your Price

Ask three agencies to quote your website redesign and you'll get three numbers that look like they came from three different planets. $8,000. $35,000. $90,000.

Usually, all three are honest. They're pricing three different projects and calling every one of them a "redesign." As one prospect put it to us, "everyone calls a little something different." That's why the comparison feels impossible.

If you're setting a redesign budget or staring at quotes you can't compare, here's what actually drives the number, what never shows up on the quote, and how to budget from the revenue side.

The Short Answer, With Real Ranges

For an established B2B company, a custom redesign commonly lands between roughly $10,000 and $75,000, and complex builds go higher. Template builds come in under that range, usually by giving up custom architecture and conversion strategy.

The Five Decisions That Set Your Price

Ask each agency to price those five things separately. Once they do, the quotes usually stop looking random.

How to Read a Good, Better, Best Quote

Most serious agencies, us included, present three tiers. Good gets a strong, fast, conversion-ready site live. Better adds the pages and features that move revenue, such as dedicated pages for your most profitable offers and deeper tracking. Best adds the full vision: advanced integrations, broader content, and optimization for AI search tools like ChatGPT and Google's AI Overviews.

If you can't tell what an upcharge buys, ask what the extra money changes in your numbers. A good answer names the leads, sales, or hours it affects.

The Costs That Never Show Up on the Quote

The invoice is the smallest part of what a website costs you. Three costs show up later.

Maintenance and security. Plugin-heavy platforms need constant updates. Patchstack's State of WordPress Security in 2026 counted 11,334 new vulnerabilities in the WordPress ecosystem in 2025, a 42% jump from the year before. 91% were in plugins, and 46% had no fix available when they were made public. Every plugin is a small ongoing bill, paid in updates, monitoring, or cleanup. It's one reason so many companies are moving beyond WordPress.

Lock-in. If only the agency can touch your new site, every headline change becomes a ticket, a fee, and a wait. Ask who owns the code and whether another developer could take it over tomorrow. At 5K, you own the custom code, design, and branding we build for you.

Lost search traffic. A redesign that changes URLs without a redirect plan can quietly erase years of rankings. Google says search visibility can fluctuate temporarily during any site move, even a well-planned one. Without redirects, pages that ranked under their old addresses can drop out of search entirely.

Budget From the Revenue Side

The right budget starts with what a new customer is worth to you. Agency price sheets come second.

If one new customer is worth $40,000 in profit and the new site should win you three more a year, a $30,000 redesign pays for itself inside twelve months. If one customer is worth $2,000, it doesn't, and you should buy a smaller scope.

Run that math before you compare quotes. It tells you the ceiling worth spending, and it gives you a question to ask every agency: which part of this scope moves those numbers, and which part is decoration?

After we relaunched Auto Floor Guard on a new website built to convert, then drove traffic to it with video and paid ads, website sales grew 22% in year two while their Amazon sales grew 58%.

Start From Your Number

You don't have to guess which pages to cut. Tell us your target number and we'll send back a prioritized punch list: what to build now, what to add later, and what to skip.

If you're still deciding whether you need a redesign at all, start with When to Redesign Your Website (And When You're Just Bored of It).