A business website redesign usually costs $4,000–28,000 with an experienced freelancer, and takes 3–16 weeks. New designs on your existing pages typically cost $7,000–18,000. In my experience, agencies often quote about twice that. If you need brand new pages and structure, it's priced as a new site instead.
The biggest factor is how much actually changes. A redesign that keeps your URLs and content costs far less than one that replaces them, and it protects the Google rankings you already have. Below are the prices I quote for website redesigns, four real projects and what drove each price, the costs most quotes leave out, and a brief you can copy to get quotes you can compare.
Website redesign cost by type of redesign
Freelance prices in US dollars, for a site that's already live. Timelines start when the scope is agreed and the content is ready.
| Type of redesign | Cost | Timeline | What you get |
|---|---|---|---|
| Homepage only | $4,000–9,000 | 2–4 weeks | A new homepage that matches what you sell today. The rest of the site stays as it is. |
| New design on your existing pages | $7,000–18,000 | 3–6 weeks | New templates for every page, the same URLs and content, and faster technology underneath. Your rankings carry over. |
| Redesign with several new layouts | $14,000–28,000 | 6–16 weeks | New page types like case studies, team, or long service pages, a CMS, and a full speed and SEO pass. Same URLs. |
| Completely new site | From $8,000 | 4+ weeks | New pages, new structure, new content. Priced as a new custom website, not a redesign. |
| Type | Typical range | Real projects |
|---|---|---|
| Homepage only | $4,000–9,000 | — |
| New design on your existing pages | $7,000–18,000 | — |
| Redesign with several new layouts | $14,000–28,000 | — |
| Completely new site | From $8,000 | — |
| Four real redesigns | — | Vet clinic: $14,000; Aviation catalog: $16,000; Consulting site: $23,000; Executive search: $25,000 |
Which row are you in?
- Homepage only if the inside pages still work and the problem is the first impression.
- New design on existing pages if your content is fine but the site looks dated, is slow, or breaks on phones.
- Several new layoutsif you also need page types you don't have today, or your team needs to edit content without a developer.
- Completely new site if what you sell, who you sell to, or how the site is organized has changed.
Many quotes labelled "redesign" are really the last row: a new sitemap, new URLs, and new copy. That can be the right call, but it's a different job at a different price. If that's your situation, compare it against how much a custom website costs.
Four real website redesigns and what they cost
Ranges only go so far. Here are four redesigns I did for businesses with live websites, with the price, the timeline, and what changed.
| Project | Cost | Timeline | Result |
|---|---|---|---|
| Vet clinic website with online booking | $14,000 | 6 weeks | Bookings from about 20 to 120 a week, 80% from Google |
| 120-page aviation catalog, frontend from Figma | $16,000 | 12 weeks | Load time from about 8 seconds to 676ms |
| Consulting website, frontend from Figma | $23,000 | 16 weeks | Load time from about 3 seconds to 450ms |
| Executive search site with 100 articles and 80 episodes | $25,000 | 5 weeks | Enquiries from 7 to 20 in the first month |
Vet clinic: $14,000, built around one job
Easy Pawsy needed pet owners to go from a Google search to a booked visit, mostly on a phone. The money went into a page for each service, a booking path one step away from every page, local SEO, and speed. Load time dropped from about 1.2 seconds to about 60ms. Bookings went from about 20 a week to about 120, and the clinic now ranks #2 for its main local search.
Aviation catalog: $16,000 for 120+ pages
The design already existed in Figma, and most pages were aircraft or engine pages that share a few templates. So 120+ pages didn't mean 120 designs. The budget went into making image-heavy pages fast: page weight fell from about 12MB to 800KB without removing a single image.
Consulting site: $23,000 for about 10 pages
Fewer pages, higher price. The firm wanted its animations kept, every page fast, and full technical SEO built into each template: titles, schema, sitemap, canonical URLs, and Search Console. That work is what the budget paid for, and it's why page count is a poor way to compare quotes.
Executive search: $25,000 in 5 weeks
The executive search website had services, 100 articles, 80 podcast episodes, and videos, each needing its own layout. The cost came from bringing them into one consistent system. Publishing a new article now takes about 5 minutes instead of a day, and enquiries went from 7 to 20 in the first month.
What you're paying for in a redesign quote
A good quote is a list of work, not a single number. These are the stages every redesign goes through, whoever does it. If a stage is missing from a quote, ask whether it's included or left for you.
| Stage | What happens | What the quote should say |
|---|---|---|
| Review | Which pages bring traffic and enquiries, what's slow, what breaks | What will be kept, fixed, and replaced |
| Page and URL map | Every current page matched to its new page | Which URLs stay, and who sets up redirects |
| Design | New layouts, usually on phone and desktop | How many layouts, and how many rounds of changes |
| Build | Templates coded, pages filled with content | The platform, and whether your team can edit pages |
| Content move | Text, images, and posts moved from the old site | Who moves it, and how many pages or posts |
| Forms and tools | Booking, contact forms, CRM, email, payments reconnected | A named list of every integration |
| Launch and checks | Switch over, redirects tested, Search Console watched | How long they support you after launch |
What makes a website redesign cost more
Page count matters less than people think. These six things move the price the most.
1. How many page layouts change
Twenty service pages that share one layout are closer to one design than twenty. What costs money is each genuinely different layout: homepage, service page, case study, article, contact.
2. Whether the content is being rewritten
Keeping your existing words is the cheapest redesign. Rewriting every page, or waiting on new copy, adds both cost and weeks. Late content is also the most common reason a redesign runs over its timeline.
3. Whether a design already exists
Starting from a finished Figma file saves design time, as it did on the aviation and consulting sites above. If the redesign starts from nothing, design work sits inside the project, and every round of changes adds time. Agree up front how many rounds are included.
4. Moving to a different platform
Moving off WordPress, Wix, or Squarespace means moving content and rebuilding forms and integrations. It's often worth it for speed and fewer plugins, but not always. See keep WordPress or rebuild.
5. Booking, payments, and other connections
Every tool the site talks to (booking, checkout, a CRM, email) has to be rebuilt and tested so nothing breaks on launch day. A named list of integrations in the quote is the best way to avoid surprises.
6. How much speed and SEO work is included
A redesign can simply put new designs on the same slow setup, or it can fix speed and technical SEO while it's at it. The second costs more, and it's usually where the results come from, as the consulting site shows.
Freelancer, agency, or template: cost compared
| Option | Typical cost | Best for | Watch out for |
|---|---|---|---|
| Template or site builder, done yourself | Your time plus a monthly subscription | Very small sites with little traffic to protect | Lost rankings if URLs change, and slow pages |
| Experienced freelancer | $4,000–28,000 | Most small and mid-sized business sites | Make sure one person can cover design, build, and SEO |
| Agency | Often about twice a freelancer | Large sites, brand work, many stakeholders | Paying for account managers and meetings you don't need |
The agency premium pays for a project manager, a separate designer and strategist, and the agency's overhead. That's worth it for a big site with many people signing off. For most business websites, one experienced person who designs, builds, and handles SEO is faster and cheaper, because nothing gets lost between hand-offs. The full comparison is in whether to hire a freelance developer or an agency.
How to redesign without losing Google rankings
This is where cheap redesigns cost the most. If pages that bring in traffic change their address or lose their content, rankings drop and enquiries go with them. It can take months to win them back. A safe redesign follows five steps:
- Export the pages that get traffic from Google Search Console before anything changes
- Keep the URLs of pages that already rank
- Add a permanent 301 redirect for any page that has to move
- Keep or improve the content on pages that bring in traffic
- Check Search Console for errors for a few weeks after launch
A 301 redirect tells Google and browsers that a page has moved for good, so the old address's ranking passes to the new one. Without it, anyone arriving from Google or an old link lands on an error page.
Done right, rankings hold, and faster pages often lift them. Easy Pawsy reached #2 on Google for its main local search after the redesign and a few blog posts. More in whether a custom website will rank.
How to lower the cost of a website redesign
Most savings come from deciding what not to change. These are the ones that make the biggest difference without making the site worse.
- Keep your content where it works. Rewrite only the pages that bring in traffic or enquiries and underperform.
- Reuse layouts.Fewer, well-designed templates cost less than a unique design for every page, and they're easier to keep consistent.
- Bring a finished design if you already work with a designer, so the budget goes into building rather than design rounds.
- Do it in phases. Homepage first, then the pages that earn the most, then the rest.
- Have content ready before the build starts. Waiting on text and photos is the most common cause of delays, and delays cost money.
- Fix speed only, if that's the real problem.A slow site doesn't always need a new design. See why your website is slow.
What not to cut: redirects, speed, and testing on real phones. Those are the parts that protect your rankings and enquiries, and they cost far more to fix after launch than to do properly the first time.
How to pay for a website redesign
A redesign should be a fixed price once the pages, layouts, and URLs are written down. Hourly only makes sense when the scope will keep changing while the work happens. The trade-offs are in fixed price or hourly.
Pay in stages tied to something you can see and check, for example: designs approved, pages working on a preview link, and the site live with redirects tested. Avoid paying most of the price up front against a page count alone. And make sure the domain, hosting, and code are in accounts you own before the final payment, so you're never locked in to the person who built it.
Agree in writing how changes are handled. Small adjustments inside the agreed pages should be included. New pages or features get their own price before any work starts. That keeps a fixed price fixed, and nobody is surprised by the final invoice.
How to check a website redesign quote
Ask every developer or agency the same questions, in writing, so you can put the answers side by side:
- How many page layouts are being redesigned?
- Do my URLs stay the same? Who sets up redirects?
- Is new copy or photography included?
- Which integrations (booking, forms, payments) are included?
- Will my current site stay live until the new one is ready?
- Do I keep the code, hosting, and domain logins?
- What support is included after launch, and for how long?
Compare the answers, not just the totals. When one quote is half the price of another, they're often pricing different jobs: one keeps your pages and URLs, the other replaces them. Once the answers line up, the difference in price usually makes sense.
A redesign brief you can send for quotes
Quotes are only comparable if everyone prices the same thing. Copy this, fill it in, and send the same brief to everyone you ask.
- Your website address, and what the business sells
- What isn't working: slow, dated, few enquiries, hard to edit
- Your top 10 pages by traffic, from Google Search Console
- Which pages and content you want to keep as they are
- New page types you need, if any
- Every tool the site connects to: booking, forms, CRM, payments
- Who will write or supply new content, and when
- Your budget range and any fixed launch date
Anyone who reads this can give you a real price range instead of a guess, and any quote that ignores parts of it tells you something too.
If you already have a quote, send it to mewith your website link, and I'll tell you which row it belongs in. If you don't have one yet, my website cost calculator shows the price range and timeline your answers point to, and which of them push it up.
