The verdict in three sentences
An industrial website redesign with 400 indexed URLs is won or lost on the 301 redirect plan and SEO acceptance testing, which cost 1,500 to 3,000 EUR excl. VAT and prevent a traffic loss of 10 to 40 %. For a 120-employee agricultural machinery manufacturer in Belgium, the 2026 ballpark for a full agency redesign is 18,000 to 45,000 EUR excl. VAT over 14 to 20 weeks, with the added weight of a trilingual site (French, Dutch, English). The real scoping issue is integrating the network of 60 dealers, which often weighs more than the catalogue itself.
What an industrial redesign costs in 2026
A manufacturer's marketing director usually compares three types of providers in Brussels. Price gaps come from the volume of technical content to migrate (machine sheets, PDF manuals, videos), the number of languages, and how deeply the site connects to the ERP or PIM.
| Item | 2026 ballpark | What drives the price |
|---|---|---|
| SEO audit and inventory of 400 URLs | 1,200 to 2,500 EUR excl. VAT | Pages with backlinks, indexed PDFs |
| 301 redirect plan and SEO testing | 1,500 to 3,000 EUR excl. VAT | New structure, domain or CMS, times 3 languages |
| UX design and mockups | 4,000 to 9,000 EUR excl. VAT | Number of templates (range, machine, dealer) |
| Development and CMS | 7,000 to 20,000 EUR excl. VAT | Configurator, technical filters, FR/NL/EN |
| Dealer directory and pages | 2,500 to 7,000 EUR excl. VAT | Map, local pages, routed forms |
| Content migration and translation review | 1,500 to 4,000 EUR excl. VAT | 300 product sheets, 150 PDFs, media |
| Total agency redesign | 18,000 to 45,000 EUR excl. VAT | Scope and integration depth |
For comparison, Kolonell's Premium package (advanced brochure site, in-depth SEO, animations) costs 2,000,000 to 3,500,000 FCFA, i.e. 3,050 to 5,340 EUR, for a tighter scope. A 400-URL project with a dealer directory and an ERP connector is closer to a custom application, between 4 M and 7 M FCFA (6,100 to 10,670 EUR) depending on complexity. The quote always separates the public site from the business layer.
The 301 redirect plan: the budget line that protects revenue
On an industrial site, 70 to 80 % of organic traffic often lands on a small set of pages: flagship machine sheets, spare parts, "find a dealer" pages. In Belgium, each of those exists in two or three languages, so a 400-URL site can hide 1,000 language variants with their own hreflang tags. A redesign without a plan breaks these URLs and rankings slide for three to six months. The plan is built in five steps.
| Step | Deliverable | Indicative timing |
|---|---|---|
| Full crawl of the current site | List of URLs per language, status, traffic, backlinks | 3 to 5 days |
| Prioritisation | Top 80 URLs carrying most visits and leads | 2 days |
| Mapping table | Old URL to new URL file, one row per page and language | 5 to 8 days |
| Pre-production testing | Every 301 checked, no chains or loops, hreflang valid | 3 days |
| Post-launch monitoring | Search Console, 404 errors, rankings over 8 weeks | 8 weeks |
The costliest mistakes are well known: redirecting every old page to the homepage, forgetting PDF manuals that capture "mower manual" type searches, mixing up language versions in redirects, or leaving chains of two or three hops. Each is easy to fix before launch and very hard to fix after.
Integrating 60 dealers without creating 60 problems
The distribution network is the manufacturer's commercial asset, and also its main source of editorial debt. Three options exist: a simple directory with a map, enriched local pages (opening hours, demo stock, routed contact), or a dealer portal with access to price lists and technical documents. Local pages capture searches such as "agricultural machinery dealer Flanders" and deserve a dedicated template in each language. A private portal involves access rights and is priced as an application module.
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Sarah, marketing director of a 120-employee manufacturer near Brussels, receives about 90 quote requests a month through the site, 60 % of them from organic traffic. The average machine sold is worth 28,000 EUR excl. VAT and 8 % of requests convert. Without a redirect plan, a 25 % traffic loss over four months would remove about 13 requests per month (90 x 60 % x 25 %), so 52 requests over the period and roughly 4 machines not sold, about 112,000 EUR of revenue. Against that, a 2,500 EUR "redirects and SEO testing" line looks like very cheap insurance. This scenario is illustrative and is meant to size the budget line.
FAQ
How long does a 400-URL redesign take?
Plan for 14 to 20 weeks from audit to launch, and add 2 weeks if translations into Dutch are reworked. The audit and redirect plan take the first 3 weeks, content migration 3 to 4 weeks, and SEO testing at least 1 week before go-live.
Can we keep the same CMS to reduce risk?
Yes, if the URL structure does not change, risk drops sharply and the redirect plan shrinks to 10 to 20 % of URLs. An ageing CMS, however, often limits multilingual handling and technical filters, which hurts export sales.
What traffic dip is normal after a well-prepared redesign?
With a full plan, a dip of 0 to 10 % for 4 to 8 weeks is common, followed by a return to the initial level. Without a plan, observed losses range from 10 to 40 % and can last six months.
Should dealer pages be rebuilt at the same time?
It is advisable if their URLs change, because they carry local searches. A single template fed by a database of 60 dealers costs 2,500 to 7,000 EUR excl. VAT and needs only a few hours of upkeep per month.
Who should sign off the redirect plan?
The marketing director approves priorities, the product manager checks machine sheet mappings, and the provider signs off technical testing. A 2-hour meeting is usually enough to settle the 80 priority URLs.
Let's scope your project. Send us your URL count, languages, dealer network and timeline: we price the site, the SEO migration and the dealer portal separately. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
