The verdict in three sentences
If your 2017 manufacturing website runs on a CMS that is still maintained and its product pages are well indexed, a visual redesign (EUR 5,000 to 8,000 in Marseille, GBP 12,000 to 18,000 in London) is enough to modernise the image and double conversions. If the CMS no longer gets security updates, the site is not responsive or every edit needs a developer, a full rebuild (EUR 10,000 to 18,000 in Marseille, GBP 18,000 to 30,000 in London) is cheaper over three years. The deciding criterion is opportunity cost: with an average order of EUR 12,000, one lost quote per quarter pays for the rebuild.
The decision grid in seven questions
Before requesting a quote, run this one-hour diagnosis with your current vendor or an external audit (EUR 300 to 800, GBP 500 to 1,500 in London).
| Question | Answer favouring redesign | Answer favouring rebuild |
|---|---|---|
| CMS version | WordPress 6.x up to date, maintained theme | WordPress 4.x, Joomla 3, abandoned proprietary CMS |
| Mobile score (PageSpeed) | Above 60 | Below 40 |
| Product and capability pages | Well structured, one page per process | A single "What we do" page |
| Organic traffic | Stable or rising | Down more than 30% over 2 years |
| Team autonomy | Sales can publish a case study alone | Every edit costs EUR 150 to 300 |
| Quote form | Works, relevant fields | No attachments, no CRM tracking |
| Security | HTTPS, backups, no alerts | Vulnerability alerts, outdated plugins |
Rule of thumb: 4 or more answers in the right column mean a redesign would be a sticking plaster. You would pay EUR 6,000 to dress up a base you will throw away within 18 months.
What each scenario costs in 2026
| Item | Redesign (Marseille) | Rebuild (Marseille) | London range (redesign / rebuild) |
|---|---|---|---|
| Audit and sitemap | EUR 500 to 800 | EUR 1,000 to 1,800 | GBP 1,000 / 2,500 |
| Design (desktop and mobile mock-ups) | EUR 2,000 to 3,000 | EUR 3,000 to 5,000 | GBP 4,000 / 7,000 |
| Build and development | EUR 1,800 to 3,000 | EUR 4,000 to 7,500 | GBP 5,000 / 12,000 |
| Process and case study pages | Reuse existing | 10 to 20 rewritten pages, EUR 1,500 to 2,500 | GBP 0 / 5,000 |
| SEO migration (301 redirects) | EUR 300 to 500 | EUR 600 to 1,000 | GBP 800 / 1,500 |
| Quote form with attachments and CRM | EUR 400 to 700 | Included in development | GBP 1,200 / included |
| Total | EUR 5,000 to 8,000 | EUR 10,000 to 18,000 | GBP 12,000 to 30,000 |
| Timeline | 4 to 6 weeks | 8 to 12 weeks | 6 to 14 weeks |
Do not skimp on SEO migration: a manufacturing site that loses its 301 redirects can drop 40 to 60% of organic traffic for 3 to 6 months, which costs far more than the budget line saved.
Calculating opportunity cost
A well-designed fabrication website, with one page per process (laser cutting, bending, TIG welding, food-grade stainless) and a form accepting PDF or DXF drawings, generates on average 6 to 10 requests a month in an industrial catchment such as Marseille Fos or the Thames Gateway. With a 20% close rate and a EUR 12,000 order, each request is worth EUR 2,400 of expected revenue.
Mini case study
Marc, managing director of a 28-person fabrication shop in Vitrolles near Marseille, receives 3 quote requests a month from his 2017 Joomla 3 site, unmaintained since 2023. His diagnosis gives 5 answers out of 7 in the rebuild column.
- Rebuild: EUR 14,000, delivered in 10 weeks.
- Realistic 6-month target: from 3 to 7 requests a month, i.e. 4 extra requests.
- At 20% close rate and EUR 12,000 per order: 4 × 0.2 × 12,000 = EUR 9,600 extra revenue per month.
- At a 30% gross margin, that is EUR 2,880 of margin per month. The site pays back in about 5 months.
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A London firm paying GBP 24,000 for the same rebuild, with similar order values, would pay back in roughly 8 to 9 months. A EUR 6,500 redesign on Joomla 3 would have left Marc's site exposed and without editorial autonomy, so he ruled it out.
FAQ
Can a redesign hurt search rankings?
Yes if URLs change without 301 redirects. A clean redirect plan costs EUR 300 to 1,000 (GBP 800 to 1,500) and limits the temporary drop to 5 to 10% of traffic.
Should a manufacturer switch CMS?
Only if the current CMS is unmaintained or blocks the team. An up-to-date WordPress or a headless CMS works; Joomla 3 and abandoned proprietary platforms should be left behind.
How many pages for a fabrication SME?
Usually 15 to 25: one per process, one per client sector (food, marine, energy), case studies and a certifications page (ISO 9001, EN 1090).
Can the investment be phased?
Yes, in two phases: rebuild the core and key pages (EUR 10,000 to 12,000), then add case studies and sector content 3 months later (EUR 2,000 to 4,000).
How soon will results show?
First extra requests often arrive within 6 to 10 weeks if the SEO migration is clean. Full effect is measured at 6 months.
Let's scope your project. We run the redesign-or-rebuild diagnosis on your manufacturing website and price the chosen scenario, EUR 5,000 to 18,000, delivered in 4 to 12 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.
