Content volume and structure drive more cost than page count
A ten-page brochure site and a site with hundreds of blog posts and a complex taxonomy can sound like comparable "small" migrations, but they are not. Mapping large or structured content volumes into CMS collections is one of the real cost drivers.
Count content types separately from pages: blog posts, products, locations, case studies, and any other repeatable content each need their own scoping before an estimate means anything.
- Total content volume counted by type, not just page count
- Content types requiring CMS collections identified
- Custom fields and relationships scoped
- Manual versus scripted content migration decided
Platform complexity changes how much manual rebuilding is needed
WordPress with a page builder, Wix, Squarespace, and Framer all differ in what can be exported versus what must be manually rebuilt. Platforms without a clean export path typically need more upfront documentation time, which shows up directly in cost.
Custom code, plugins, or third-party apps that will not transfer need to be identified early, since replacing their functionality is often a larger task than rebuilding the visual design around them.
- Source platform's export capabilities assessed
- Custom code, plugins, or apps that won't transfer identified
- Design system differences between old and new site scoped
- Manual rebuild areas flagged early
SEO and redirect work scales with site age and traffic
An established site with years of backlinks and meaningful organic traffic needs a far more careful URL inventory and redirect map than a newer, lower-traffic site. This is a real cost driver, independent of how visually complex the site is.
Scope the redirect map size from the URL inventory before pricing the migration, rather than treating redirects as a small task tacked on at the end.
- Site age and organic traffic reviewed
- Backlink and ranking risk assessed
- Redirect map scope estimated from the URL inventory
- Metadata and structured data rebuild scoped
Integrations and forms add scope that's easy to underestimate
CRM connections, email marketing, booking tools, payment processors, and custom automations all need to be reconnected and tested in the new system. A simple contact form and a multi-step lead-routing setup are very different amounts of work.
List every form and its destination before pricing. Integrations discovered mid-build are the most common source of scope creep in a migration.
- Every form and its destination listed, including CRM or automation
- Payment or booking integrations identified
- Analytics and tracking setup scoped
- Testing time for each integration included in the estimate
Ask for a scoped estimate, not a flat quote
A dependable migration estimate comes after the URL inventory, content audit, and integration list are reviewed, not before. A number given without that review is a guess, not a scope.
A useful estimate separates discovery, build, and launch phases, so it is clear what drives the total and where the risk sits if the scope changes partway through.
- URL and content inventory completed before pricing
- Integrations and CMS needs reviewed before pricing
- Redirect and SEO scope included in the estimate
- Estimate separates discovery, build, and launch phases