How long does a website relaunch take - and what determines the duration in practice?

The duration of a website relaunch varies greatly and depends less on implementation than on strategic complexity. Typical timeframes: small websites: approx. 2-3 months; medium-sized projects: 3-6 months; complex relaunches: 6-12 months or longer. Five key factors are decisive above all:

1. Scope of the website: number of pages and content; existing SEO structure and dependencies.

2. Degree of content revision: pure migration vs complete repositioning; revision of texts, structure and offers.

3. Technical complexity: CMS change, new systems or integrations; requirements for performance, tracking and interfaces.

4. Coordination and decision-making processes: number of stakeholders; internal approvals and priorities.

5. Strategic clarity: clear goals and priorities speed up the process; lack of clarity often leads to delays and iterations. A common bottleneck isn't implementation but coordination between departments. In short: a relaunch takes as long as it needs to properly align strategy, content and technology - fast relaunches are often relaunches that were planned incompletely.