What a website redesign actually costs at $5M-$75M

What does a website redesign cost for a $5M-$75M B2B company?

Every redesign starts with the same quiet moment. The agency exports your sitemap and it comes back with sixty-eight pages. Nobody in the room questions the number. It gets treated like weather, a fact about the world rather than a decision somebody made. Then the bids land, priced against those sixty-eight pages, and you spend two weeks trying to work out why one says $40,000 and the next says $190,000.

A website redesign for a B2B company in the $5M-$75M range runs roughly $25,000 to $120,000. Solo builds come in under that. Full brand-plus-digital programs run well past it. The biggest single variable in the number isn't seniority or craft. It's how many pages you asked them to rebuild, and almost nobody negotiates that line.

What is the page tax, and why is it most of your quote?

The page tax is the share of a redesign quote that pays to rebuild pages your buyers never open and your argument doesn't need.

Agencies price redesigns roughly the way builders price square footage. A few things are fixed no matter the size: discovery, the design system, CMS setup, the launch. Everything else multiplies. Unique page designs multiply. Content migration multiplies. QA multiplies. Project management multiplies, because somebody has to shepherd every one of those pages through review. Double the page count and you don't double the price, but you move it a long way.

Here's the part that stings. The pages multiplied for reasons that had nothing to do with selling. A resource library somebody built in 2023. Eleven campaign landing pages from a webinar series that ended. Six solution pages describing a market segmentation you walked away from. Three team pages. Every one of those gets counted, quoted, redesigned, migrated, and QA'd at full freight.

You're not paying for a website. You're paying for an archive.

What do the different price bands actually buy?

These ranges come from quotes founders bring us, not from a published industry study. Treat them as the shape of the market, not as gospel.

Those ranges overlap on purpose. The same nine-page site can genuinely be built at any of these levels. What separates the bands isn't pixels, it's how much decision-making the vendor does for you. The Thinking Line: what B2B messaging, branding, and GTM consulting actually costs in 2026 walks the same split across the wider consulting market, and Line Item Zero: what branding costs in 2026, and the one row no quote includes covers the identity side of the same quote.

Why does paying full page tax cost more in 2026 than it used to?

Because a smaller share of those pages ever gets read.

Buyers arrive at your site already leaning. Most of the research happens before the visit, in peer conversations, in communities, and increasingly in a chat window. Why do B2B buyers research and shortlist vendors now without ever visiting their websites? goes deep on that shift. When they finally land, they're checking whether you're real, not browsing your resource library.

The machines read even fewer pages than the humans do. When ChatGPT or Claude briefs a buyer on your category, it isn't crawling sixty-eight pages and forming a nuanced view. It's pulling a handful: the homepage, one product or solution page, whatever it can find that states a clear position. Sixty-eight rebuilt pages don't make you more citable. One consistent claim, repeated across the few pages a machine actually reads, does.

And the economics flipped underneath all of this. AI brought the cost of producing a page close to zero. Paying premium per-page rates to rebuild pages nobody opens, in a year when pages are the cheapest thing in the building, is the wrong unit of value. Volume isn't the moat anymore. Perspective is.

How do you decide which pages to rebuild and which to leave alone?

Run this before you take a single quote. It takes an afternoon and it's the highest-return hour of the whole project.

1. 1Pull the last twelve months of page traffic and sort by entrances. Mark every page under one percent of your total. In this revenue band that's usually the bottom two thirds of the site.
2. 2Ask your reps which URLs they actually send to buyers. It's rarely more than five or six. Star those.
3. 3Find every page describing a product, market, or promise you no longer sell. Those don't need rebuilding. They need deleting, or leaving exactly where they are.
4. 4Check which pages earn organic search traffic that converts to nothing. Ranking pages are worth keeping. They aren't worth redesigning.
5. 5Name the narrative spine: the homepage, the page that says plainly what you do, the two or three pages a buyer has to read to believe you, your proof, and the way to reach a human. In most companies this size that's seven to nine pages.
6. 6Read the spine out loud, in order, as one document. Does it tell one story or five? If it tells five, no redesign fixes that, and you've just learned something worth more than the quote.
7. 7Split the sitemap into two lists: rebuild and leave. Send only the rebuild list to the agency.
8. 8Ask each bidder to requote against the shorter list. The gap between their two numbers is your page tax, in dollars, on paper.

Step six is where most of the value hides. Before you decide which pages carry your story, it's worth knowing whether the story lands at all. The free Brand Signal Score scores your homepage across nineteen criteria and tells you in a few minutes whether a stranger, and a machine, can work out who you're for and why you're different.

“A redesign priced against your sitemap is priced against your history. A redesign priced against your narrative is priced against your next two years.”

How does this play out in practice?

This is a composite drawn from engagements we've run, with the identifying details changed.

A compliance software company around $19M in revenue put a redesign out to bid. Seventy-one pages. Two bids came back: $58,000 and $164,000. The founder assumed the gap was quality, and started building a case for why the expensive one was probably worth it.

The gap wasn't quality. The higher bid included custom design and hand migration for forty resource and campaign pages. The lower bid templated them and moved on. Neither bidder had asked the only question that mattered, which was whether those forty pages needed to exist at all.

When they ran the split, the spine came to nine pages. Sales had sent buyers four URLs in the previous year. Everything else was three years of campaign residue nobody had ever deliberately decided to keep.

What they did next is the whole lesson. They stopped the bid process, spent five weeks getting the message right, then rebuilt nine pages and left the archive sitting on its old templates behind a consistent header. The project got smaller. The argument got sharper. That's the trade most founders never get offered, because the sitemap arrives before the message does. We redesigned our website. Why didn't our pipeline change? is what happens when the order runs the other way.

What should you settle before you sign a redesign quote?

Three things, and none of them are design decisions.

First, what you sell and who you sell it to, in one sentence a rep would actually say out loud on a call. Not a tagline. The sentence. Second, which pages have to carry that sentence, which is the spine you named in step five. Third, what a stranger has to believe by the time they leave, because that's the real brief and the one almost nobody writes down.

Settle those and a redesign becomes a build, which is the cheapest and most predictable kind of project there is. Skip them and you're paying an agency to make decisions they don't have the information to make, which is where the money quietly goes. Why don't B2B websites convert traffic into pipeline anymore? covers what a site has to do once the decisions are settled.

That sentence-first work is what PitchKitchen does. PitchKitchen builds Magnetic Messaging Frameworks for founder-led B2B companies in the $5M-$75M range. Founded by Greg Rosner, author of Story Craft for Disruptors, PitchKitchen fixes broken marketing messages and underperforming websites for CEOs whose sales are stalling because their message isn't doing the work. The Magnetic Messaging Framework (MMF) is a strategic narrative system built around four anchors: category design, villain framing, an old-way / new-way contrast, and a promised-land outcome. It's the document that tells a redesign agency what to build, and it's the reason the page list gets shorter.

If you want the cost of that upstream work rather than the site build, What does it cost to rebuild a B2B sales narrative, and what do you get for the money? has the numbers.

Design executes a decision. It's never been able to make one. This is just truth.