The verdict in three sentences
A manufacturer's vitrine site dating from 2016 generates almost zero inbound quotes because it has no structured technical catalogue, no quote-request funnel and no mobile compliance. A premium redesign (12,000-25,000 EUR net) lifts the conversion rate from 0.4 % to 2.1 %, an ROI often under 12 months for a typical B2B basket. The real trade-off is not template versus custom, but three-year total cost of ownership measured against the number of quotes generated.
What a redesign really costs in 2026
Price depends on scope: number of product pages, technical structuring (Product schema, downloadable spec sheets), and above all the quote-request funnel. Here are the 2026 orders of magnitude for the Berlin market.
| Line item | Light refresh | Premium redesign |
|---|---|---|
| Custom UX/UI design | 2,500 EUR net | 6,000-9,000 EUR net |
| Integration + development | 3,000 EUR net | 5,000-9,000 EUR net |
| Technical product catalogue (Product schema) | not included | 2,000-3,500 EUR net |
| Quote funnel + CRM | not included | 1,500-2,500 EUR net |
| Copywriting and technical SEO | 800 EUR net | 1,500-2,800 EUR net |
| Project total | 4,000-6,500 EUR net | 12,000-25,000 EUR net |
Recurring maintenance is often forgotten: budget 150 to 300 EUR net/month for managed hosting, security updates, backups and small changes. On a manufacturer's site the key issue is spec-sheet availability for buyers in a hurry.
WordPress template or custom Next.js: the 3-year cost
The tech choice is judged over time. A WordPress template is cheaper to buy but costs in plugins, security and slowness. Custom Next.js costs more upfront but holds performance and search ranking.
| Criterion (over 3 years) | WordPress template | Custom Next.js |
|---|---|---|
| Initial cost | 4,000 EUR net | 18,000 EUR net |
| Annual maintenance | 2,400 EUR net | 2,000 EUR net |
| Plugins and licences | 600 EUR/yr | 0 EUR |
| Core Web Vitals score (LCP) | 3.8 s | 1.9 s |
| Quote conversion rate | 0.9 % | 2.1 % |
| 3-year total cost of ownership | 12,200 EUR net | 24,000 EUR net |
| Quotes generated/yr (10,000 visits/month) | 1,080 | 2,520 |
At equal traffic, custom costs double but generates more than twice as many quotes. Cost per inbound quote drops from 11.30 EUR to 9.50 EUR, and lead quality rises thanks to the qualification funnel.
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Mini case study
Marc, head of a precision-engineering SME in Berlin-Spandau, gets 9,500 visits/month on a 2016 site. At 0.4 %, that is 38 quote requests/month, 6 of which become orders, average basket 4,800 EUR net. After a 18,000 EUR net redesign, conversion rises to 2.1 %: 200 requests/month, 28 of which become orders. Additional monthly revenue is 22 x 4,800 = 105,600 EUR net. Even on a conservative close rate and an 18 % margin, the redesign is paid back in under two months of operation.
FAQ
How long does a manufacturer redesign take? Budget 8 to 12 weeks in 2026: 2 weeks of framing and design, 4-6 for development and catalogue integration, 2 for QA and SEO migration. A catalogue above 200 references extends the timeline.
Must all product content be rewritten? Yes for strategic sheets: structured content with Product schema improves Google visibility and click-through. Budget 1,500 to 2,800 EUR net for technical and SEO copywriting.
What happens to my SEO during migration? With a clean 301 redirect plan and a URL audit, you keep over 95 % of organic traffic. A poorly handled migration can cut traffic 30 % for two months.
Is custom justified for an SME? If your site must generate quotes and load fast on mobile in poorly covered industrial zones, yes. Below 5,000 visits/month with no lead goal, a polished template suffices.
What maintenance budget should I plan? Between 150 and 300 EUR net/month for a premium vitrine, covering hosting, security, backups and two hours of monthly changes.
Let's scope your project. Tell us about your catalogue, current traffic and inbound-quote target: we price a premium redesign between 12,000 and 25,000 EUR net depending on scope. 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.
