Average Website Redesign Cost: 2026 Pricing Guide

Why the averages are unhelpful

A five-page brochure site and a two-hundred-page site with an ecommerce catalogue and a CRM integration are both "a website redesign". Averaging them produces a number that describes neither.

The published figures also rarely say whether they include content writing, photography, integrations or ongoing support — which between them can be more than half the cost.

So rather than looking for a number, work out where your project sits on the four variables below. That tells you far more about your likely quote than any industry average, and it lets you spot which quotes have quietly excluded something.

What actually drives the price

Four things, in roughly descending order of impact. Everything else is noise by comparison.

Template count is the big one, and it is not page count. A site with two hundred pages built from six templates costs far less to design than one with twelve pages that are all bespoke. Count distinct layouts, not URLs.

• Number of distinct templates — the primary cost driver. Six templates is a small project regardless of how many pages use them.
• Integrations — each system the site must talk to — CRM, payments, booking, inventory, SSO — is effectively a sub-project. A form that emails you is trivial; a form that creates a CRM record and triggers a sequence is not.
• Content — whether copy is written for you, migrated, or supplied. Writing is often the largest single line item and the one most often excluded.
• Custom functionality — anything that is not a standard page: calculators, configurators, portals, search. Estimate these separately from the redesign.

The costs that appear after the quote

These are the ones that turn a budget into an overrun, and none of them are usually in the headline figure.

Content, when it turns out that nobody was assigned to write it and you end up commissioning a copywriter mid-project. Photography, when the stock images look wrong. Change requests, once you have used your included revision rounds. And the ongoing costs — hosting, domain, plugin or platform licences, and maintenance — which are the bill that arrives every year afterwards.

Ask explicitly what the site will cost to run for twelve months after launch. Suppliers rarely volunteer it and it is frequently a meaningful fraction of the build cost.

Where the money actually goes

Understanding the breakdown helps you see which parts you could plausibly do differently.

In a typical agency engagement, production — design and build — is the largest block. Strategy and discovery come next where they are included. Project management is real work and real cost. Content, if included, is often underestimated by everyone.

The useful observation is that production is the largest block and the most mechanical. That is why the cheaper routes are cheaper: they are not doing less strategy, they are doing production differently. Whether that trade works depends entirely on whether you needed the strategy.

Making quotes comparable

Quotes for the same project routinely differ by a factor of several, and usually the reason is scope rather than margin.

Before approaching anyone, write down: the number of distinct templates, every integration, who is writing the copy, whether photography is needed, and what happens to your existing URLs. Send the same document to everyone.

Then compare like for like. A quote that is half the price of another and excludes content and redirects is not cheaper — it is a different purchase, and the difference will arrive later as your own time or a second invoice.