The verdict in three sentences
A brochure site informs; a lead-gen site converts — the difference is in the funnel architecture, not budget alone. Budget 12,000 to 30,000 EUR for a conversion-oriented redesign covering UX, social proof, CTAs and tracking. The quantified goal: 2 to 5 % form conversion and a cost per lead of 30 to 80 EUR depending on your sector.
Budget by redesign block
A lead-gen redesign breaks down into clear line items. Under-investing in tracking or conversion content sabotages everything else.
| Block | Content | Indicative budget | Share |
|---|---|---|---|
| UX / journey | Wireframes, funnel, CTA, mobile | 3,000-8,000 EUR | 25 % |
| Conversion content | Offer pages, proof, case studies | 2,500-6,000 EUR | 20 % |
| Development | Integration, forms, PWA | 4,000-10,000 EUR | 35 % |
| Tracking & CRM | GA4, events, HubSpot | 1,500-4,000 EUR | 12 % |
| A/B testing | 3-6 months of iterations | 1,000-2,000 EUR | 8 % |
KPIs before / after
Success is measured on three conversion indicators, not raw traffic. Here are 2026 orders of magnitude for a successful redesign.
| KPI | Before redesign | Target after | Timeline |
|---|---|---|---|
| Qualified leads / month | 12 | 30-45 | 3-6 months |
| Form conversion rate | 1.2 % | 2.5-4 % | 2-4 months |
| Cost per lead (CPL) | 120 EUR | 40-70 EUR | 3-6 months |
| Offer page bounce rate | 68 % | 45-52 % | 1-2 months |
| Time to first lead | — | D+15 after go-live | Immediate |
The conversion levers that make the difference
Some elements weigh far more than others on the conversion rate. Prioritising them directs the budget.
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| Lever | Impact on conversion | Effort |
|---|---|---|
| Visible, repeated CTAs | +15 to +30 % | Low |
| Social proof (logos, figures) | +10 to +25 % | Low |
| Short form (3-4 fields) | +20 to +40 % | Low |
| Dedicated offer page per service | +15 to +35 % | Medium |
| Loading < 2.5 s | +8 to +15 % | Medium |
| Reassurance (guarantees, timelines) | +5 to +12 % | Low |
Mini case study
Marc, head of a B2B engineering SME in Dublin, invests 19,000 EUR in a lead-gen redesign. Before, his site converts 1.2 % of 8,000 visitors/month, i.e. 96 form submissions of which 12 qualified leads. After the redesign, conversion rises to 3.2 % and qualified leads reach 34/month. At a 20 % closing rate and a customer value of 6,000 EUR, that generates about 4.4 extra new customers/month, i.e. 26,400 EUR of additional monthly revenue. The investment is recovered in under one month of gains.
FAQ
What's the difference between a brochure and a lead-gen site? The brochure presents the company; the lead-gen site is built around the conversion funnel, with CTAs, offer pages and tracking. The latter costs more but delivers measurable requests.
How long before I see leads? The first ones often arrive by D+15. Ramp-up and A/B optimisation spread over 3 to 6 months.
Is tracking really essential? Yes: without GA4 and conversion events, you cannot know your CPL or optimise. It's the most profitable line item for its cost.
Should I integrate a CRM? Strongly recommended. Connecting forms to HubSpot or equivalent avoids lost leads and measures the real closing rate.
Is a 40 EUR CPL realistic? Depending on the sector, yes after optimisation. In engineering or B2B services, a CPL of 40-70 EUR is achievable with a good funnel.
Let's scope your project. Give us your current traffic, conversion rate and average customer value: we'll price the lead-gen redesign and project your target KPIs. 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.
