“What does a website relaunch cost?” This is a question we hear in almost every initial conversation. The answer can be compared to building a house. The cost of a house depends on how large it is, how many floors it has, how high the quality standard should be, and many other factors. Likewise, the costs of a website relaunch depend on so many variables that giving a flat rate would simply be unprofessional.
However, there is a realistic investment range you can expect. For mid-sized B2B companies, this typically lies between €15,000 and €30,000, depending on size, number of pages, scope, desired technical features, and whether media assets such as photos and videos already exist. A precise assessment of the expected investment can be provided in an initial consultation with us.
What we can offer you is clarity about the investment you can expect. In over 60 website projects for companies in industries such as real estate, consulting, SaaS, and services, we have developed a deep understanding of what a professional relaunch truly costs, why some projects become more expensive than planned, and how you can allocate your budget so that it delivers measurable results.
In this article, you will learn which factors determine the price, which budget categories professional relaunches typically fall into, and why the real question is not “What does it cost?” but “What does it bring to my company?”
This article serves as guidance for planning and implementing a website relaunch and helps you realistically assess the key aspects and costs involved.
If any of these points apply to you, keep reading. We speak plainly.
The cost of a professional website relaunch for mid-sized companies in Germany typically ranges between €10,000 and €50,000. This wide range exists because every project comes with different requirements. A relaunch with ten subpages and a refreshed design is very different from a complete strategic overhaul that includes new branding, a professional photo shoot, video production, and comprehensive SEO optimization.
One thing is clear: if you invest less than €5,000, you generally will not receive a result that deserves to be called a professional relaunch. And if you invest significantly more, you should know exactly how that budget is being allocated.
At K&R, we know from experience that the size of the investment is less important than whether the budget is used strategically. A €30,000 website that builds trust and generates leads is less expensive than an €8,000 website that convinces no one.
You may be wondering why the price range is so wide. The answer lies in seven key factors that significantly influence the level of effort and therefore the costs. Let us look at them in detail.
Every professional relaunch begins with a concept. Target audience analysis, competitor analysis, information architecture, content strategy, and the definition of measurable goals all need to be in place before the first pixel is designed. This phase typically accounts for 10 to 15 percent of the total budget.
Many companies underestimate this stage. Yet it is the most important one. What is neglected in the concept phase becomes expensive later. In our daily work, we regularly see relaunches fail because companies start directly with design without clarifying the fundamentals first.
A website with three pages can be conceptualized, designed, and developed faster than one with more than ten subpages. The more pages you have, the more content needs to be created, structured, and optimized. But be careful: more pages do not automatically mean a better website. Sometimes less is more, if the structure is right.
This is where quality becomes visible. A custom design developed based on your branding costs more than a modified template. But the difference in impact is significant. 94 percent of first impressions are based on visual design. A generic template will not deliver that impression.
Custom layouts, specific brand adaptations, and a well-thought-out UX design require more time and expertise. At the same time, they increase brand recognition and clearly differentiate you from the competition.
Texts, photos, videos: content is the fuel of your website. And high-quality content costs money. Professional copy that is written with sales psychology in mind and optimized for SEO is fundamentally different from quickly assembled filler text. A professional photo shoot with team photos and business portraits creates authenticity and connection that no stock image can replace.
People buy with their eyes. And they trust real faces more than interchangeable visuals.
Which CMS is used? Do you need integrations with your CRM, booking systems, configurators, or multilingual structures? Every additional feature increases development effort. What matters is implementing only the features that create real value for your users and your business.
A relaunch without SEO support is like moving to a new address and forgetting to set up mail forwarding. The costs for professional SEO support, from keyword research and redirect strategy to technical SEO, should be planned from the beginning. Otherwise, you risk losing your existing rankings.
You can learn more about this in our in-depth article on SEO during a website relaunch.
A relaunch involves many stakeholders. The more structured the communication and the clearer the processes, the more efficiently the project runs. An experienced agency brings proven structures that save time and therefore money. This includes a clear project plan, defined milestones, and regular coordination.
To give you tangible guidance, we have defined three budget categories based on our project experience. These are not fixed packages, but benchmarks to help you realistically position your project.
In this category, you receive a professional relaunch with a strategic core concept, custom design, clean technical implementation, and basic SEO optimization. The scope typically includes 8 to 15 pages. Photos and texts are usually partly reused and partly newly created.
This category is suitable for companies that want to position their digital presence professionally without opting for the full-scale package.
Here, the approach becomes holistic. In addition to concept, design, and development, this budget includes a professional photo shoot, a comprehensive SEO strategy with content optimization, copy written with sales psychology in mind, and well-planned conversion optimization. The scope usually ranges from 15 to 30 pages.
In our experience, this is the category with the greatest leverage. Because here, the website does not just look better, it becomes measurably more effective.
The complete package for companies that do not want to compromise. In addition to everything included in Category 2, this option may involve video production such as brand films or employer branding videos, comprehensive SEO campaigns, dedicated career portals, and ongoing support. The scope can exceed 30 pages.
This investment makes sense if your website is intended to become a central sales and recruiting channel.
The choice of implementation partner significantly affects your costs. Each option has its place, but also its limits.
In-house with website builders: The most affordable option, typically under €5,000. Suitable for very small businesses with simple requirements. For mid-sized B2B companies, this is usually not viable, as neither strategic depth nor true customization is possible.
Freelancer: Depending on specialization and experience, costs typically range between €5,000 and €20,000. The advantage is often lower pricing compared to an agency. The disadvantage is that a single person can rarely cover strategy, design, development, SEO, and content at the highest level simultaneously.
Agency: Professional agencies for mid-sized projects typically start at around €10,000. In return, you work with an interdisciplinary team that combines all relevant competencies under one roof. Strategy, design, development, SEO, photography, and video production from a single source reduce friction and ensure a consistent result.
Who does not want to look better than the competition? That is exactly why choosing the right partner is so important. At K&R, we combine branding, web design, SEO, photography, and video production under one roof. This not only reduces coordination effort, it ensures that everything is created as one cohesive system, from the first concept document to the final website.
What matters is not the lowest price. What matters is whether your implementation partner understands your business and delivers a website that works measurably.
Do you know this situation? The proposal looks good, but during the project additional items appear that no one had planned for. To prevent that, here are the most common hidden costs:
The good news: these surprises can be avoided. With a clear concept, a detailed proposal, and transparent communication, you know from the start what to expect. That is how we work at K&R: no hidden costs, no surprises.
A website relaunch is a one-time investment. But your website also requires ongoing maintenance after go live. You should plan for the following recurring costs:
Hosting and domain are usually the smallest items, typically between €20 and €100 per month, depending on performance and security requirements.
Maintenance and updates are not optional. Security updates, CMS updates, and technical maintenance generally range between €100 and €500 per month, depending on scope. Outdated systems pose a security risk you should not ignore.
Content updates and SEO support are key to long-term performance. Blog articles, page optimizations, and technical SEO monitoring ensure that your rankings remain stable and continue to grow. Depending on scope, this usually ranges between €500 and €2,000 per month.
In total, you should plan between €500 and €2,500 per month for ongoing website support. Sounds like a lot? Then ask yourself the opposite question: what does it cost you if your website does not perform?
Now it becomes interesting. Because the question of website relaunch costs is only half the story. The other half is return on investment.
Let us look at the numbers objectively. Assume your website generates just five additional qualified inquiries per month after the relaunch. And assume your average project value is €10,000 with a closing rate of 20 percent. That equals €10,000 in additional revenue per month, or €120,000 per year. With a relaunch investment of €25,000, your project would pay for itself in less than three months.
Better branding equals fewer objections, equals more trust, equals more revenue. This is not theory. It is the experience from over 60 projects.
In our work, we see the return on investment most clearly in three areas: fewer friction points in the sales process because the website has already built trust; higher closing rates because objections are addressed before the first conversation; and better applicants because a professional presence also convinces as an employer.
As one of our clients put it: “Conversations rarely revolve around basic trust anymore.” That is the difference a well-executed relaunch makes. When your website has already done the heavy lifting before the first phone call, it changes your entire sales process.
To ensure your budget planning stands on solid ground, here is a pragmatic five-step approach:
Numbers and categories are helpful. But real results are the most convincing. One example from our practice shows how a strategic investment in a web presence can pay off.
When we redeveloped the complete brand presence for PrimeLog Real Estate, the project included brand identity, logo design, web design, SEO, and a brand film. The investment was substantial, but the results spoke for themselves: increasing client inquiries shortly after the relaunch and a significantly strengthened market position.
The managing director summed it up: “Now that we are present in the market with a professional appearance, we see every day how much this investment pays off.”
Trust is earned by making it visible. And making it visible costs money. But it returns a multiple of that investment.
You can find more about the full relaunch process in our comprehensive guide to website relaunch.
The cost of a website relaunch cannot be reduced to a single number. The requirements, goals, and starting points are simply too different. What we can say with certainty, however, is this: a professional relaunch is not an expense. It is an investment in growth.
The key takeaways from this article: for a professional relaunch with strategic depth, mid-sized companies should plan from €15,000 upward. The biggest cost drivers are design standards, content creation, and technical complexity. Hidden costs can be avoided through a clear concept and transparent communication. Ongoing costs for maintenance and SEO should be included in the budget from the start. And in most cases, the ROI exceeds the initial investment within just a few months.
At K&R, we work in a way that ensures you know exactly what to expect from day one. No hidden costs, no surprises. Just a result that delivers measurable returns. Because without branding there is no trust, without trust there is no sale.
You may now have a clearer understanding of what a website relaunch costs and what it can deliver. If you would like to find out what budget is realistic for your specific project, we would be happy to discuss it with you. No obligation, transparent, and on equal footing.
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