The verdict in three sentences
For an office furniture manufacturer with EUR 12M in revenue selling to fit-out contractors and key accounts, a serious redesign costs EUR 14,000 to 32,000 excl. VAT in 2026. The gap depends almost entirely on the range configurator: a simple finish filter or a real combination engine with indicative pricing. A well-built site should target a visitor-to-quote-request conversion rate of 1.8% to 3%, versus 0.4% to 0.8% for an online PDF catalogue.
What you actually pay for: the line items of a B2B redesign
A manufacturer's website is not a standard brochure site. Buyers (fit-out contractors, space planners, facilities managers) compare references, download spec sheets, 3D files and certificates (FSC, fire ratings, sustainability labels). The site must serve them before any sales call.
| Line item | Essential version | Full version | Comment |
|---|---|---|---|
| Audit, sitemap, B2B UX | EUR 1,800 | EUR 3,500 | Workshops with sales and engineering |
| Custom design (15 to 25 templates) | EUR 3,000 | EUR 6,500 | Industrial branding, product shots, settings |
| Range catalogue and product pages | EUR 2,500 | EUR 5,000 | 150 to 600 SKUs, variants, downloads |
| Range configurator | EUR 3,500 | EUR 11,000 | Finishes, sizes, options, dynamic visual |
| Quote request funnel + CRM | EUR 1,500 | EUR 3,000 | HubSpot, Pipedrive or Salesforce link |
| Technical SEO and URL migration | EUR 1,000 | EUR 2,000 | 301 redirects, traffic retention |
| Testing, training, go-live | EUR 700 | EUR 1,000 | 2 training sessions for marketing |
| Indicative total | EUR 14,000 | EUR 32,000 | 2026 order of magnitude, excl. VAT |
The configurator is the item that tips the budget. An essential version offers 4 to 6 criteria (desktop colour, frame, dimensions) and shows a photo-based render. A full version handles incompatibility rules, generates a bill of materials and sends the configuration to the sales rep with an indicative price.
Agency, freelancer or premium WordPress theme: the comparison
The right provider depends on the configurator level and the need to integrate with your CRM or ERP.
| Criterion | Specialist agency | Senior freelancer | Premium WordPress theme |
|---|---|---|---|
| Initial budget | EUR 14,000 to 32,000 | EUR 7,000 to 15,000 | EUR 2,500 to 6,000 |
| Timeline | 9 to 14 weeks | 10 to 18 weeks | 4 to 8 weeks |
| Custom configurator | Yes, with business rules | Possible, simple | Limited generic plugin |
| CRM or ERP connection | Included | Depends on skills | Paid plugin, fragile |
| Monthly maintenance | EUR 180 to 450 | EUR 100 to 250 | EUR 50 to 120 + licences |
| Continuity if provider leaves | Team of 3 to 6 people | High risk | Depends on theme |
| Target visitor-to-quote conversion | 1.8% to 3% | 1.2% to 2% | 0.6% to 1.2% |
The premium theme looks cheap, but it quickly hits limits with product variants. A freelancer works if the configurator stays simple and you accept a continuity risk. An agency is justified as soon as the site becomes a sales tool plugged into your pipeline.
Maintenance and recurring costs to plan for
| Recurring item | 2026 range | Frequency |
|---|---|---|
| Corrective maintenance and updates | EUR 180 to 450 | Monthly |
| High-performance hosting (CDN included) | EUR 40 to 120 | Monthly |
| Licences (CRM, forms, 3D media) | EUR 30 to 200 | Monthly |
| Adding a new range to the configurator | EUR 800 to 2,500 | One-off |
| SEO content (2 articles per month) | EUR 400 to 900 | Monthly |
| Performance and accessibility audit | EUR 900 to 1,800 | Yearly |
Plan a total of EUR 4,000 to 10,000 per year after launch. That is the price of a site that stays fast, secure and up to date with your new collections.
Mini case study
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Thomas, sales director of an Amsterdam-area office furniture manufacturer (EUR 12M revenue), gets 6,000 qualified visitors per month. His old site converts at 0.6%, or 36 quote requests per month. After a EUR 24,000 redesign with a full configurator, the site reaches 2.1%, or 126 requests. With a 12% close rate and an average order of EUR 9,500, the 90 extra requests mean about 10.8 orders and EUR 102,600 of additional revenue per month. Even at a 35% gross margin, the redesign pays for itself in under a month of activity.
FAQ
How much does a furniture configurator cost on its own?
A simple configurator starts around EUR 3,500. With incompatibility rules, dynamic rendering and bill-of-materials export, it reaches EUR 8,000 to 11,000.
How long does a full redesign take?
Allow 9 to 14 weeks from the scoping workshop to go-live. Producing photos and spec sheets is often the main source of delay, so start it in week 1.
Will we lose our search rankings during the redesign?
No, if the migration is prepared: a 301 redirect plan covering 100% of existing URLs and Search Console monitoring for 8 weeks. A temporary dip of 5% to 10% is common, then traffic recovers.
Should we display prices on the site?
In B2B, an indicative from price raises conversion by 15% to 25% in our experience. The final price is still set by the sales rep based on volumes.
Can the site connect to our ERP?
Yes, through an API or a scheduled export. Syncing SKUs and stock usually costs EUR 2,000 to 6,000 depending on the ERP.
Let's scope your project. Send us your SKU count, the configurator level you need and your launch date, and we will price a redesign between EUR 14,000 and 32,000. 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.
