Website relaunch for SMEs: process, duration and cost drivers

A website relaunch is the fundamental renewal of an existing website: technology, design, structure, and usually also the content. For small and medium-sized businesses, it realistically takes two to four months. The biggest mistake is a move without redirects: then well-ranked pages lose their rankings, and visitors end up on error pages.

Many SME websites are ten years old, difficult to use on mobile phones, can only be changed through an agency, and generate hardly any inquiries. A relaunch can solve this if it starts with clear goals and not with choosing colors.

How to tell that a relaunch is due

• The website is difficult to use on a smartphone or loads slowly.
• You cannot change content yourself; every small adjustment requires a request to the service provider.
• The website generates hardly any inquiries, even though your services are in demand.
• The system no longer receives security updates.
• You offer services to consumers via the website and must meet the requirements for accessibility under the BFSG.

The six steps of a relaunch

1. Inventory

Which pages are currently generating visitors and inquiries? The Google Search Console and the analytics tool show this. These pages must be retained or redirected to their successors. How to do this is explained in Search Console for Beginners.

2. Define goals

More inquiries, more applications, fewer phone calls? A measurable goal determines structure, content, and functions. Without a goal, a relaunch becomes purely a design question.

3. Structure and search terms

Each service gets its own page with a clear search term. Questions about the service are answered in posts that link to the service page. This way, your own pages do not compete with each other.

4. Content

Text is almost always the biggest time sink. Good copy answers your customers’ questions directly, provides specific details, and is written so that AI search engines can quote it, see Texts that AI search engines quote.

5. Implementation

A modern content management system (CMS) allows you to maintain texts, images, and pages yourself. Pay attention to fast loading times, structured data, clean language versions, and data protection (cookie consent, hosting in the EU).

6. Migration with redirects

Every old URL that has visitors or links receives a permanent redirect (301) to the appropriate new page. After launch, check in Search Console whether error pages appear, and submit the new sitemap.

What makes a relaunch more expensive

We deliberately do not list prices here because they depend on the scope. A sensible quote should itemize technology, copy, and redirects separately.

Typical mistakes

• Disable old URLs without redirects.
• Shorten well-ranking copy without replacement.
• Launching the new website without analysis and Search Console, so that no one can measure success.
• Seeing the relaunch as a project with an end date. A website only grows when it is maintained continuously.

For AI visibility from bettersorted the relaunch is the beginning: after that, we connect the website with Search Console and analytics and continuously build content with AI support. For funding: a consultation on online and visibility strategy can be subsidized as management consulting through the BAFA consulting grant; in the new federal states at 80%, in the old federal states at 50% (applications until 31.12.2026). The implementation itself, i.e. website development or copywriting, is not subsidized. What is eligible for your business is shown by the funding check.

Frequently asked questions

How long does a website relaunch take?

For a typical SME website with 10 to 50 pages, two to four months is realistic. The texts and internal coordination usually take the longest, not the technology.

Will a relaunch cause you to lose your Google rankings?

Not if all important old URLs are redirected to suitable new pages with 301 redirects and well-ranking content is retained. Short-term fluctuations in the first few weeks are normal.

Do I need new copy for a relaunch?

Usually yes, at least revised copy. The text should answer your customers’ questions directly. Existing text with good rankings should be improved carefully, not replaced.

Is a website relaunch eligible for funding?

The website build itself is not. An initial consultation on online strategy can be subsidized through BAFA consulting funding; applications are possible until 31/12/2026.

As of October 2026.