Website redesign cost in the US in 2026: ranges by scope

Every agency slices this slightly differently, but US pricing clusters into four recognizable tiers.

Tier 1: Template refresh, $2,000 to $10,000. A premium theme on WordPress, Webflow, Squarespace or Shopify, customized to your brand colors and typography. Your existing copy and images are migrated with light editing. Five to fifteen pages, a contact form, basic analytics. Good for a local service business whose current site is simply dated.

Tier 2: Custom brochure or lead-gen site, $10,000 to $50,000. Discovery workshops, a sitemap built around how customers actually buy, custom design for key templates, professional copywriting for core pages, SEO migration with redirect mapping, accessibility review, CRM-connected forms. Typically 15 to 40 pages. This is where most US businesses with $2 million to $30 million in revenue land.

Tier 3: Ecommerce or content-heavy rebuild, $20,000 to $120,000. Everything in tier two plus catalog architecture, product page design, checkout and payment configuration, inventory or ERP connection, email platform integration, structured data, and a performance budget. Shopify Plus, BigCommerce or a WooCommerce build with custom functionality sits here.

Tier 4: Platform or headless build, $25,000 to $400,000 or more. Custom front end, composable or headless CMS, multiple brands or regions, single sign-on, customer portals, complex integrations with internal systems, and formal QA. Enterprise and funded growth companies.

If a quote lands well outside these ranges for the tier you described, ask what is included or excluded before anything else.

Page count is the metric clients fixate on and agencies care about least. These are the real levers.

1. Number of unique templates. A 60-page site with six templates costs less than a 20-page site where every page is designed individually. Count templates, not pages.
2. Content readiness. If copy, photography and video exist and are approved, you save 20 to 35 percent of the budget. If the agency has to write 30 pages and direct a shoot, that work is often the largest single line item.
3. Discovery and strategy depth. A two-hour kickoff is cheap. Stakeholder interviews, customer research, analytics review and competitive positioning add $1,500 to $25,000 but are the main reason a redesign improves conversion instead of just appearance.
4. Integrations. Each system the site talks to adds cost: CRM, marketing automation, booking, payments, ERP, inventory, member databases, chat. Budget $500 to $15,000 per integration depending on whether a native connector exists.
5. Migration complexity. Thousands of blog posts, product SKUs with variants, or user accounts need scripted migration, URL mapping and QA. Legacy SEO equity is at stake, so this is not the place to save money.
6. Compliance requirements. WCAG 2.1 AA accessibility (the practical standard for ADA exposure), HIPAA if the site collects health information, privacy disclosures under state laws like California's CPRA, and PCI scope for commerce each add review, testing and sometimes architectural choices.
7. Custom functionality. Calculators, configurators, dealer locators, quoting tools, gated resource libraries. Anything that is not a page is software.
8. Timeline. Compressing a 16-week project into 8 weeks typically costs 20 to 40 percent more because of parallel staffing.

For a tier two or tier three project, expect the budget to distribute roughly like this. The exact numbers move, but the shape is consistent.

A quote with no discovery line and a thin QA line is a quote for a site that will look new and perform the same as the old one.

The redesign fee is not the total cost of ownership. Plan for these before signing.

• Hosting and infrastructure: $20 to $500 per month for a brochure site on managed hosting; $100 to $2,500 per month for ecommerce on Shopify Plus or a managed cloud setup.
• Licenses: Premium plugins, Shopify apps, form tools, search, personalization. Commonly $30 to $1,000 per month and easy to forget.
• Maintenance and support: A retainer of 2 to 15 hours per month covers updates, security patches, small changes and monitoring. $100 to $1,500 per month is a typical US range.
• Content production: A site with a blog or resource center that no one feeds becomes a liability. Budget for it or do not build it.
• Conversion optimization: The first six months after launch are when you learn what the new site actually does. A testing budget turns that learning into revenue.
• Stock imagery, fonts and legal review: Small items individually, several thousand dollars collectively.

Three agencies will give you three numbers that are not comparable until you normalize them. Use this checklist.

1. Ask each agency for the same written scope: template count, page count, integrations, content responsibility, migration scope, accessibility standard, browser and device support, post-launch support period.
2. Separate fixed fee from hourly estimates. An estimate of "120 to 180 hours" is a range of $10,000 or more in practice.
3. Confirm who owns the code, design files and accounts. You should own everything, including the hosting account and the domain registrar login.
4. Check what triggers a change order and how it is priced.
5. Ask for references from projects of similar scope, not just a portfolio.
6. Look at how they handle discovery. A team that quotes a fixed price before understanding your business is guessing, and the guess usually favors them.

Redesigning without a measurable goal. "The site looks old" leads to subjective review cycles that burn hours. "Lift demo requests 30 percent" gives everyone a decision rule.

Expanding scope mid-project. Every "while we are in there" adds cost and delays launch. Keep a parking lot list for phase two.

Underestimating content. Content is late on most projects, and delays cost money even when the agency is not billing for them, because your old site keeps underperforming.

Choosing a platform by habit. Rebuilding on WordPress because the old site was WordPress, or jumping to headless because a competitor did, can double costs without changing results.

Skipping redirects. Losing organic rankings after launch is the most expensive mistake on this list, and it is entirely preventable.

Buying the cheapest option for a revenue-critical site. A $2,000 site that converts at half the rate of a $15,000 one is the expensive choice.

Sometimes the right spend is smaller. If your site is under three years old, technically sound and the problem is conversion, a focused UX and conversion program at $3,000 to $30,000 often outperforms a full rebuild. If the problem is traffic, a redesign will not fix it; marketing will. If the problem is speed, infrastructure work may solve it at a fraction of the cost. A good agency will tell you this in discovery rather than after you have paid for a new site.

We run redesigns as a connected program rather than a design project, because the site is where brand, growth, web and automation meet.

Discover. We start with analytics, sales conversations, customer interviews and a technical audit of the current site. The output is a short brief that states the commercial goal, the audiences, the pages that matter most and the integrations that are non-negotiable. This is also where we decide whether you need a redesign at all.

Plan. We define the sitemap, template inventory, content plan and platform recommendation, then price the work as a fixed scope with an explicit list of exclusions. You see the template count and integration list before you see a number.

Build. Design and development run in parallel tracks with weekly reviews. Content is tracked as a deliverable with named owners from week one. Accessibility, performance budgets and redirect mapping are built in, not added at the end.

Improve. Launch is the midpoint. We set up measurement before go-live, then run a 90-day improvement cycle on the pages that drive revenue, connecting the site to paid media, email and automation so it works as part of the growth system rather than a standalone brochure.

You can read more about the build side at website design and development and the optimization side at UX, UI and conversion design.

Our Brand & Digital Launch engagement is a representative example of a redesign done as positioning first, site second. The work moved from a repositioning exercise into a new identity, then into a website built around the templates and journeys that mattered, then into campaign assets that used the same system. The pattern that kept cost under control was simple: agree the message and the template inventory before any visual design began, so design rounds were about execution rather than direction. That sequence is the one we recommend to most US businesses budgeting a redesign in 2026.