One of the most common initial questions we're asked by prospects is "how much for a website?". This is a challenging one to answer before we've had a conversation about the scope of the project. I like to start at the value provided by the existing website and the business goals for the new website.
When the conversation is turned to one of value/investment rather than pure cost we often find the scope of the project evolves. Understanding what the website is producing and how much can be safely invested to achieve the business goals for the website puts you in a powerful position. A position which makes it easy to make the right decisions about your website redesign rather than making decisions hampered by budget constraints.