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Why a Website Redesign Over €5M Revenue Is Really a Complex Migration

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For companies generating over €5M in revenue, a website redesign is far more than a creative exercise — it becomes a high-stakes migration of a load-bearing business system. According to Forrester's 2024 research, the average B2B purchase decision involves 13 internal stakeholders across multiple departments, making large redesigns effectively committee-driven decisions. Scope creep is a persistent risk, with PMI's Pulse of the Profession survey finding it affected 52% of projects, often because new requirements arrive as informal requests rather than formal change orders. A 2025 survey found 74% of marketing and creative professionals consider the approval process more burdensome than the creative work itself, underscoring the need for a single named approver per project phase. Engineers must also treat SEO preservation, third-party integrations, and compliance pages as explicit deliverables with assigned owners — not afterthoughts discovered at launch.

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Why a Website Redesign Over €5M Revenue Is Really a Complex Migration · ShortSingh