A website redesign costs $15,000 to $40,000 for a 10 to 20 page small-business site, $40,000 to $100,000 for a 30 to 75 page mid-market rebuild, and $100,000 to $250,000 or more once a site passes 100 pages with real integrations, according to published bands from agencies like Clique Studios. Those numbers only mean something next to what they buy. A $15,000 quote and a $40,000 quote for the “same” small-business website redesign can include a different CMS, a different migration scope, and a different page count, which is why two bids three times apart often are not quoting the same job.
What the price bands actually buy
The floor and the ceiling move depending on which vendor you ask, and the gap is scope, not noise. Clique’s small-business band ($15,000 to $40,000) covers 10 to 20 pages: the low end is template-based with limited customization, the high end is fully custom with extras like ecommerce or a member portal. Space-O’s “basic” band for a comparable site starts at $2,000, and Tenet’s lead line quotes $2,500 to $5,000 before its own table on the same page lists Basic at $3,000 to $15,000.
The mid-market and enterprise bands separate more cleanly on deliverables than on price. Clique’s $100,000 example includes 3 to 4 weeks of discovery, 8 to 12 unique templates, migration of 50 to 100 pages, WCAG 2.1 AA accessibility, and 60 to 90 days of post-launch support. Innowise prices the same tier by hours instead of pages: 800 to 2,000+ hours at $100,000 to $200,000+ for custom UX and enterprise security. Both describe a real rebuild, not the template swap a lot of “redesign” quotes under $10,000 actually are.
Ecommerce splits the vendors further. Clique puts a store redesign at $40,000 to $150,000+; Space-O’s basic store band is $5,000 to $15,000. That is two different products called the same name, not a typo. Decide whether you want a storefront with 200 SKUs and three payment gateways or a five-page catalog with a Shopify Buy Button before asking for a number. The website cost calculator is a faster gut check across sizes than reading five agency FAQ pages.
What moves the number up or down
Page count is the number buyers anchor on, and it is the wrong one. Unique templates move price more than raw pages do. Clique prices each additional unique template at $3,000 to $8,000; Teamvoy prices the same line at $1,500 to $5,000. A 40-page site reusing four layouts costs less than a 15-page site where every page is its own design.
Integrations are the second lever. Tenet prices a basic integration at $1,000 to $3,000 and a complex API connection at $10,000 to $30,000+. Switching CMS or platform mid-redesign adds 20 to 40 percent, per Space-O, because the team is rebuilding data models and remapping content instead of reskinning a page that already works. An SEO website redesign carries its own line item here too: Tenet prices technical SEO migration (redirects, metadata, Core Web Vitals work) at $2,500 to $8,000+, while Space-O folds it into 5 to 10 percent of total budget. Either way it is a cost driver, not a feature you get for free.
Copy and photography get cut from quotes to shrink the headline number, then reappear as a change order. Client-supplied copy at $0 versus agency copywriting at $100 to $300 per page is a real swing on a 30-page site, and custom photography runs $3,000 to $15,000 against free stock. That missing line item, not the hourly rate everyone argues about on a sales call, is the actual budget killer.
Rate shopping only gets you so far anyway. Clique’s own hourly bands run $100 to $150 for small studios up to $225 to $350+ for large agencies, and a faster senior team at a higher rate often lands cheaper once revision cycles are counted. Most customers only need a slice of what a full agency retainer sells, the way most software buyers pay for a whole platform and use 10 to 20 percent of it.
The bill after launch
The build quote is one bill. The site then needs hosting, maintenance, and licenses every month after that, a line most “redesign cost” conversations skip because it makes the headline number look worse. Clique and Teamvoy both cite 15 to 20 percent of build cost per year for ongoing maintenance, meaning a $50,000 build carries $7,500 to $10,000 a year before plugins or hosting. Space-O’s platform table shows why the number varies by CMS: WordPress runs $500 to $3,000 a year in hosting and plugins, Shopify runs $348 to $2,300, Webflow runs $168 to $588, and a custom React build runs $2,000 to $10,000+ for hosting and DevOps.
Flowout sells a different commercial model entirely: a monthly retainer starting at $5,900 for development or $9,900 with design and copy included, instead of a one-time build plus a separate annual maintenance line. Do not stack a 15 to 20 percent maintenance line on top of a retainer quote; they are two ways of billing the same work, not two bills owed at once. This is the same math as the three bills, not one price breakdown for a new build: a build bill, a monthly bill, a yearly bill, and vendors quoting only the first are quoting a third of the real cost.
What a redesign proposal or RFP should itemize
A proposal from an agency and an RFP from a buyer are different documents with different leverage, and most small businesses only see the first one. Clique’s own list of buyer questions is the minimum bar: what is included versus not (photo, copy, licenses), the change-order process, payment terms, revision rounds, and whether post-launch support and hosting are in the number or billed separately. If a proposal skips those answers before you sign, it is a sales page with a total at the bottom.
A real RFP goes further. Chykalophia’s public template asks bidders to commit to a baseline metric, state what happens if they miss it, name the people doing the work, and submit a fixed price with inclusions and exclusions in eight pages or fewer. Content.One’s annotated example prints the budget range up front ($85,000 to $120,000 in their case) so five agencies cannot read the same brief and price five different projects. That is the real failure mode behind most blown redesign budgets: a document spending three pages on the dream homepage and one sentence on what is out of scope, so everything unlisted becomes a change order at full rate.
Website redesign services marketed as a five-phase package (strategy, design, development, content/SEO migration, launch support) usually narrow to three once the contract is signed, with copywriting and SEO implementation the first two items vendors quietly cut to hit a target number. Ask for the redirect plan by name. Google’s own guidance on site moves is to map every old URL to a new one before launch and keep the redirects live for at least a year, a specific, checkable deliverable, not a line that says “SEO included.”
How to compare two quotes that look like the same job
Two quotes two or three times apart are usually not competing bids on the same project, they are bids on different projects both called “website redesign.” A visual revamp on the current platform runs $5,000 to $25,000 per Teamvoy, because the information architecture and content barely move. A rebuild onto a new platform runs 20 to 40 percent above a same-page-count redesign, because data modeling, integration rework, and content remapping are real labor. If one quote is a revamp and the other is a rebuild, the dollar gap explains itself.
Agencies can be genuinely excellent, and I would put the number that are exceptional, reputable, and staffed where they say they are closer to one in three than one in one. That is a statement about which vendors you can get on a call in your own time zone when launch breaks on a Friday, not a knock on offshore talent. The way to find out before signing is the same questions on every proposal: page inventory, CMS and integration list, deadline, brand assets ready or not, and what happens if scope grows mid-build. We stay on budget 94 percent of the time on fixed-scope work because that list gets answered before the contract.
Print the out-of-scope list next to the in-scope list before you request numbers. A cheap quote that omits migration, copy, and a maintenance plan is a shorter list, not a better price, with the same job waiting on the other side of launch. If you want that list built with you instead of handed to you after a deposit, website redesign and custom websites is where that conversation starts.