The verdict in three sentences
For a B2B SaaS at 3 million EUR ARR, moving from 1.2% to 2.5% visitor-to-trial conversion nearly doubles pipeline without a single extra euro of ad spend. A serious marketing site redesign costs 25,000 to 70,000 EUR excluding VAT and ships in 10 to 14 weeks. The value does not come from the new look: it comes from an A/B-tested pricing page, competitor comparison pages and a frictionless trial flow.
What a SaaS site redesign costs in Amsterdam in 2026
The CMO has to choose between a visual refresh and a data-led redesign. Price gaps mostly reflect how deep the positioning and experimentation work goes.
| Workstream | Scope | Indicative budget (excl. VAT) | Share |
|---|---|---|---|
| Audit and research | Analytics, heatmaps, 8 to 12 customer interviews, 5 competitors reviewed | 4,000 to 9,000 EUR | 12% |
| Positioning and messaging | Value proposition, personas, sitemap, key page copy | 5,000 to 12,000 EUR | 17% |
| UI design and design system | 15 to 25 templates, components, mobile | 6,000 to 18,000 EUR | 25% |
| Development | Next.js or Webflow, headless CMS, HubSpot or Segment integrations | 7,000 to 20,000 EUR | 28% |
| Pricing page and A/B tests | 2 to 4 variants, experimentation tool, measurement plan | 2,000 to 6,000 EUR | 9% |
| Comparison pages and SEO | 4 to 8 'alternative to' and 'X vs Y' pages, URL migration | 1,000 to 5,000 EUR | 9% |
| Total | Full redesign | 25,000 to 70,000 EUR | 100% |
These are 2026 estimates for an Amsterdam or Paris agency or a SaaS-specialist studio. A solo freelancer can go down to around 12,000 EUR, but rarely with user research and a testing protocol.
The pricing page: the most underrated lever
On a B2B SaaS site, the pricing page is often the second most visited page after the homepage, and the closest to the buying decision. A/B tests target specific elements with measurable effects.
| Element tested | Typical version | Optimised version | Observed effect (estimate) |
|---|---|---|---|
| Number of plans | 5 plans | 3 plans + Enterprise on request | + 10 to 20% clicks to trial |
| Billing display | Monthly only | Annual toggle with 15 to 20% discount | + 8 to 15% annual share |
| Highlighted plan | None | 'Most popular' badge on middle plan | + 5 to 12% on that plan |
| Call to action | 'Contact us' | 'Free 14-day trial, no card' | + 15 to 30% trials started |
| Reassurance | Missing | Customer logos, GDPR, EU hosting | + 5 to 10% conversion |
| Pricing FAQ | Missing | 6 to 8 objections answered | - 20% pre-sales tickets |
A reliable test needs traffic: with 20,000 monthly visits to the pricing page, allow 3 to 4 weeks per test to detect a 15% difference at 95% confidence.
Free trial, demo or freemium: align the site with the sales model
The sign-up flow must match the average deal size. A 99 EUR per month SaaS and a 25,000 EUR per year SaaS are not sold with the same button. Below 5,000 EUR annual contract value, self-serve trials without a credit card convert best. Above 15,000 EUR, a demo request qualified by a short form (4 to 5 fields, built-in scheduling) stays more profitable. In between, the hybrid model, trial plus a demo offered on day 3, works well. Comparison pages capture visitors in the choice phase: a well-ranked 'alternative to' page often brings visitors 2 to 3 times more likely to start a trial than the site average.
Mini case study
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Sarah, CMO of an expense management SaaS at 3 million EUR ARR, gets 40,000 visitors a month. At 1.2% she generates 480 trials a month; 18% become customers, so 86 new customers at 2,400 EUR average annual value, about 206,000 EUR of ARR added per month. After a 55,000 EUR redesign, conversion rises to 2.2%: 880 trials, 158 customers, about 380,000 EUR of monthly ARR added. The 174,000 EUR monthly ARR gain pays back the redesign in under two weeks of acquisition, even if the real effect turns out half as large.
FAQ
How much does a B2B SaaS marketing site redesign cost in 2026?
Between 25,000 and 70,000 EUR excluding VAT depending on research depth, number of templates and testing programme. A simple visual refresh is closer to 12,000 to 20,000 EUR.
What visitor-to-trial conversion rate should we target?
Most B2B SaaS sites sit between 1 and 3%. Going from 1.2% to 2 or 3% is realistic after a redesign focused on the pricing page and sign-up flow.
Should we show prices or push demos?
Showing prices for standard plans reduces friction and filters out poor-fit prospects. Keep 'on request' for the Enterprise tier, usually above 15,000 EUR per year.
How long does the project take?
Allow 10 to 14 weeks from audit to launch, then 2 to 3 months of A/B testing. URL migration must be planned so you lose no more than 5% of organic traffic.
Webflow or Next.js for the marketing site?
Webflow lets marketing publish without developers and is enough up to about 200 pages. Next.js with a headless CMS is better if the site shares components with the product or runs in several languages.
Let's scope your project. Send us your traffic, current conversion rate and sales model, and we will price a redesign between 25,000 and 70,000 EUR with a conversion target and a 10 to 14 week plan. 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.
