What does digitalisation cost in the Mittelstand? The budget calculator

In three bands. A template or site builder implemented in-house costs up to around 2,500 euros plus 300 to 900 euros a year. A WordPress site implemented by an agency runs 6,000 to 20,000 euros one-off and 1,200 to 3,600 euros a year. Custom development with CRM or ERP interfaces, multilingual structures and bespoke logic runs 20,000 to 60,000 euros and 2,400 to 9,600 euros a year. The difference between the upper two bands is not nicer design but what happens technically underneath.

A refresh of an existing brand, meaning sharpening the logo, ordering the colour and type system and writing down the rules, costs 4,000 to 9,000 euros and takes three to five weeks. A new development including positioning work runs 12,000 to 30,000 euros over eight to twelve weeks. A full rebrand with migration across every channel starts at 25,000 euros and takes three to six months. More important than the total is the ratio of strategy to execution: in a study of 200 German mid-market websites in early 2026, 71 percent of the rebrands produced an interchangeable result, and not because of poor craft.

A full implementation with content work, a baseline and ongoing refinement came to 11,000 to 14,000 euros in setup and 1,100 to 1,400 euros per month across documented projects in the DACH region. The groundwork, by contrast, is largely internal work: structured data, llms.txt, source attribution, author boxes, consistent entity data. An llms.txt takes about an hour to set up. Charging for it as a separate service means selling an hour of work as a strategy.

That depends on the format, not on the supplier. Interview and testimonial start at 1,500 euros, a social clip at 3,000 euros, a recruitment film at 4,700 euros, an image film runs 4,700 to 15,000 euros, employer branding 5,000 to 12,000 euros, and a commercial starts at 15,000 euros. For most mid-market projects meant to hold up on a website and in social networks for a while, the sensible range is 4,000 to 9,000 euros. Below that you are generally buying a documentation of what happens anyway, and that can be exactly right.

It varies sharply by qualification level. A marketing-qualified contact, meaning someone who filled in a form, costs 30 to 150 euros. A sales-qualified contact, where a human has checked need, timing and budget, costs 150 to 400 euros. A booked meeting with a decision-maker costs 300 to 800 euros and up. By channel: content and search 35 to 85 euros per qualified contact with six to 18 months to effect, search ads 110 to 300 euros with effect within days, professional networks 160 to 460 euros, active outreach 250 to 550 euros.

The one-off cost divided by the years the result actually holds up, plus the running cost. A film costing 8,000 euros that runs for three years on the homepage, in sales and in job ads costs around 2,700 euros a year. The same film, unusable after eight months because the hall was rebuilt or the people shown have left the company, costs around 12,000 euros a year. The calculation applies to every investment in this list and explains why the cheapest option is rarely the least expensive one.

No. These are market ranges from researched articles, not a price list. They exist so you can place any quote in context, including one from someone else. What a specific project costs with us depends on things a calculator cannot know and gets quantified after a conversation.

From five published articles on this website, linked individually above, each with its collection date. The calculator transfers those figures; it produces none of its own. Where a source states no reliable figure, the result says explicitly that the item is not quantified, rather than letting an estimate slip into the total.