Who this guide is for
Owners, marketing managers and operations leads who are planning a website redesign and want to budget sensibly, write a clear request for proposals and compare quotes like for like.
We do not publish typical price ranges here. Any range without your scope attached would be a guess, and published "average website cost" figures usually mix very different projects. Instead, this guide shows you what moves the number so that you can control it.
First, check a redesign is what you need
If the site works but gets few inquiries, read why a website gets visits but few inquiries first. Fixing a broken form, a vague headline or a hidden call to action costs far less than a rebuild.
The main cost drivers
| Driver | Why it matters | How to keep it under control |
|---|---|---|
| Distinct page templates | Each unique layout needs design, build and testing. Twenty service pages on one template cost far less than five pages that all look different. | Group pages into a small set of templates. |
| Content | Writing, rewriting and approving content is often the slowest and most expensive part. | Decide who writes what, and start early. Migrate only what is still useful. |
| Migration and redirects | Moving old content and mapping old URLs to new ones protects existing search visibility and bookmarks. | Inventory current pages early. Remove outdated content deliberately. |
| Integrations | Sending inquiries to a CRM, taking bookings or payments, or syncing with other systems adds build and testing work. | List every system the site must connect to, and which are essential for launch. |
| Custom functionality | Calculators, portals, member areas and complex search are software projects in their own right. | Separate "must have at launch" from "later". |
| Design depth | A new brand identity is a separate project from designing web pages with an existing brand. | Be clear whether you have brand assets to use. |
| Accessibility and approvals | Formal accessibility requirements and multi-person approval add review cycles. | Name one decision-maker and agree the accessibility target upfront. |
| Platform and licenses | Premium themes, plugins and hosting are recurring costs, separate from the build. | Ask for a list of every paid component and its renewal cost. |
| Care after launch | Updates, backups and fixes continue for as long as the site exists. | Budget for ongoing care, and ask what is and is not included. |
Decisions to make before asking for quotes
- The job of the website. Generate inquiries? Support existing customers? Recruit staff? Rank the goals.
- The audiences. Who must be able to find what, and what do they need to do next?
- The page list and templates, even roughly.
- Content ownership. Who writes, who approves, and by when?
- Integrations and must-have features for launch.
- Accessibility target. The ADA is applied to business websites by courts, and the Department of Justice's web guidance explains how it views accessibility. State and local government websites fall under a 2024 DOJ rule that points to WCAG 2.1 AA, and federal agencies and their contractors follow Section 508. Many organizations choose to aim for WCAG 2.2 AA regardless. This is not legal advice, so check what applies to you with your legal adviser.
- Ownership. The domain, hosting and every account should be in your organization's name.
- Who maintains it afterwards, and with what budget.
How to compare proposals
Put the proposals side by side and check each against these questions:
- Does it list deliverables specifically, or just "a new website"?
- Does it state what is excluded?
- Does it say who provides content, and how much migration is included?
- Does it include a URL inventory and redirect plan?
- Does it describe testing: forms, mobile layouts, accessibility, performance?
- Are licenses and hosting listed separately, with renewal costs?
- Will you own the site, the code and all accounts?
- Is ongoing care priced separately and clearly scoped?
- Does it avoid guarantees it cannot keep, such as first-page rankings? Google's own guide says there are no secrets that will automatically rank a site first.
A lower quote that omits content migration, redirects and testing is not cheaper; it moves the cost to you.
Requirements worksheet
Copy this worksheet, fill it in, and send the same version to every provider you ask to quote. It makes the proposals comparable.
Organization and goals
- Organization name and what you do (two sentences):
- The website's top three goals, in order:
- How you will judge success six months after launch:
Audiences
- Main audiences, and what each needs to do on the site:
Current site
- Current web address and platform (if known):
- Approximate number of pages, and which ones get the most useful visits:
- Content to keep, rewrite or remove:
Pages and templates
- Planned page list (or sections):
- Distinct page types you expect (for example: home, service, article, team, contact):
Content
- Who writes new content, and who approves it:
- Existing brand assets (logo, colors, fonts, photography you own):
Features and integrations
- Forms and where their submissions must go:
- Systems to connect (CRM, booking, payments, email marketing):
- Must have at launch / can wait:
Standards
- Accessibility target (for example, WCAG 2.2 AA):
- Languages:
- Any industry or privacy requirements:
Ownership, hosting and care
- Who owns the domain and hosting today:
- Who will maintain the site after launch:
- Budget range for the build, and for yearly care (optional, but it helps providers propose realistic options):
Timing
- Any genuinely fixed dates, and why:
What happens next
When you have filled in the worksheet, any competent provider should be able to give you a meaningful estimate. If you would like one from us, send it with your inquiry. We will reply with questions or a written scope, and tell you if we are not the right fit.
Sources and further reading
Product capabilities and guidance change. These are the primary sources this article relies on, checked on the review date above.
- Web Content Accessibility Guidelines (WCAG) 2.2, W3C
- Guidance on web accessibility and the ADA, U.S. Department of Justice
- SEO Starter Guide, Google Search Central
This article is general information, not legal, accounting or security advice for your specific situation. Examples are hypothetical unless stated otherwise.