The verdict in three sentences
A licensed customs broker at the Port of Dakar that wants to win shippers back from competitors, including importers and buyers in Amsterdam and Rotterdam, should budget 2,500,000 to 6,000,000 FCFA (about EUR 3,800 to 9,150) for a bilingual FR/EN redesign in 2026. The module that changes everything is the quote request form with attachments (+600,000 FCFA, about EUR 915), because it turns a visit into a file your declarants can work with. With a 6 to 10 week timeline, the realistic goal is to double monthly quote requests within two quarters.
Why shippers go to the competitor
An importer in Touba, a seafood exporter or a European buyer in Amsterdam searching for "customs broker Senegal" or "freight forwarder Dakar" compares three or four websites in under five minutes. They pick the one that clearly shows the customs regimes handled, average clearance times, licences and a simple way to get a price. An ageing site, slow on mobile and French-only, loses these files before the first call.
| Redesign item | 2026 budget (FCFA) | Content |
|---|---|---|
| Bilingual FR/EN redesign, 8 to 12 pages | 2,500,000 - 4,000,000 (EUR 3,800 - 6,100) | Design, trade copywriting, customs regime and service pages |
| Extended version with flow pages (import, export, Mali transit) | 4,000,000 - 6,000,000 (EUR 6,100 - 9,150) | Dedicated pages per corridor, local and international SEO |
| Quote form + attachments | 600,000 (EUR 915) | Upload of proforma invoice, bill of lading, packing list |
| WhatsApp Business button and click tracking | 150,000 (EUR 230) | Measures direct contacts |
| High-performance hosting | 15,000 - 40,000 / month (EUR 23 - 61) | Fast server, SSL, daily backups |
| Maintenance and updates | 50,000 - 120,000 / month (EUR 76 - 183) | Security, changes, monthly statistics |
Typical 6 to 10 week redesign schedule
The timeline mostly depends on your team's availability to validate technical content: suspensive regimes, temporary admission, transit to Bamako, reefer containers.
| Week | Step | Deliverable |
|---|---|---|
| 1 - 2 | Audit, sales interviews, competitor analysis | Site map and quote journey |
| 2 - 4 | Mobile and desktop mock-ups | Approved FR and EN mock-ups |
| 3 - 6 | Trade copywriting and translation | Service and customs regime pages |
| 5 - 8 | Development, form, WhatsApp integration | Staging site |
| 8 - 9 | Acceptance testing, tests on 3G | Fixes, mobile load < 3 s |
| 9 - 10 | Go-live, redirects, analytics tracking | KPI dashboard |
The three KPIs to manage
A redesign is judged on sales figures, not looks. Track each month the number of quote requests (target x2), response time (under 4 business hours to stay competitive against large groups) and conversion rate from quote to opened file. An average broker in Dakar converts 20 to 30% of its quotes; a form that collects the right documents upfront saves half a day per file and improves that rate.
Mini case study
Mr Ndiaye, sales director of a 25-employee licensed customs broker in Dakar, receives 18 quote requests per month through his old site, many from European buyers. He invests 4,200,000 FCFA (about EUR 6,400): bilingual redesign 3,450,000 FCFA, quote form 600,000 FCFA, WhatsApp integration 150,000 FCFA. Six months later, he receives 36 requests per month, 30% of which convert, i.e. 11 files versus 5 before. With an average margin of 180,000 FCFA per file, the 6 extra files bring in 1,080,000 FCFA (about EUR 1,650) per month: the investment pays back in roughly four months.
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FAQ
Why is a bilingual site essential for a customs broker?
A significant share of principals are foreign buyers or suppliers searching in English. The EN version costs about 25 to 35% of the copywriting budget and opens international queries such as "freight forwarder Dakar".
Is the quote form secure for client documents?
Yes, files are sent over HTTPS and stored in a protected space, with automatic deletion after 90 days if desired. This also supports compliance with Senegal's Law 2008-12 on personal data and with GDPR expectations of European clients.
Can we keep our current domain name?
Yes, and it is recommended. 301 redirects for every old page preserve your rankings, a step billed in the redesign and done in about one day.
Which hosting for visitors in Africa and Europe?
Hosting at 15,000 - 40,000 FCFA per month with a CDN is enough to target load times under 3 seconds in both Dakar and Amsterdam. Shared plans under 5,000 FCFA are often too slow.
How long before the first results?
Direct contacts via WhatsApp and the form increase from the first month. Organic search gains are usually measured 3 to 6 months after go-live.
Let's scope your project. Tell us about your flows (import, export, transit) and services, and we will price a bilingual redesign with a quote form, indicative budget 2,500,000 to 6,000,000 FCFA (EUR 3,800 to 9,150), delivered in 6 to 10 weeks. 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.
