OPTIONS AT A GLANCE  |  PREPARED FOR EMPIRE DISTRIBUTORS  |  OCTOBER 26, 2026

Empire Distributors
website refresh

A focused refresh of empiredist.com for prospective supplier partners. Pick a starting point, adjust the package, and see the ballpark range update.

Choose a starting point

AI changes the price of brand search and the chatbot only. The visual refresh and navigation work are the same either way.

OPTION C Platform path Longer-term Option B on Xperience by Kentico instead of WordPress, for Empire’s longer-term plans. Scoped after discovery

Adjust your package

The foundation is included in every option. Brand search and the chatbot can be phased in.

Foundation
Visual refresh and mobile experience, plus navigation and content architecture
Included
$21,000 to $36,000
Natural-language search with suggestions and smarter matching, keyword search as a fallback
$17,000 to $25,500
Chatbot
A conversational assistant grounded in Empire’s approved content, with handoff to your team
$3,500 to $5,500
Your package
$41,500 to $67,000

Four workstreams

Each one is scoped and priced separately, so Empire can phase the work. Sketches are illustrative only.

Sketch of a refreshed Empire homepage on desktop and mobile
WORKSTREAM 1

Visual refresh and mobile experience

A modern look on Empire’s existing palette, built mobile-first.

  • Updated typography and graphics on your current colors
  • Reusable page templates and blocks
  • Responsive layouts tested across devices and browsers
$14,000 to $23,000
What’s included

Activities

  • Audit the current site and brand standards
  • Create an updated design system using Empire’s existing colors
  • Design mobile-first layouts for key pages
  • Build a refreshed WordPress theme with reusable templates and blocks
  • Clean up spacing, imagery and calls to action on existing pages
  • Test across devices, browsers and for accessibility
  • Launch the site

Deliverables

  • Style guide
  • Approved page designs
  • Refreshed WordPress theme with templates and blocks
  • Updated site pages
  • Test results and client sign-off
  • Live site and editor guide

Not included: rebranding, a new brand story or new photography.

Sketch of a simplified sitemap and improved search results
WORKSTREAM 2

Navigation and content architecture

Make it easier for supplier prospects to find what they need.

  • A simplified sitemap and menu shaped around supplier priorities
  • Improved site search and results
  • Content migration and redirects that protect search visibility
$7,000 to $13,000
What’s included

Activities

  • Review current site structure, analytics and search data
  • Identify supplier prospect priorities and top tasks
  • Create a simplified sitemap and menu structure
  • Map existing content to the new structure
  • Improve site search and the search results interface
  • Migrate content with light editing
  • Set up redirects for retired pages
  • Test navigation, search and redirects

Deliverables

  • Simplified sitemap and menu
  • Improved search interface
  • Content migration map
  • Migrated site content
  • Redirect plan and implementation
  • Test results and client sign-off
Sketch of the brand directory fed from Empire's inventory system
WORKSTREAM 3

Brand search connected to inventory

A searchable, filterable brand directory, so supplier prospects can see which brands Empire carries and in which markets.

  • Natural-language search, for example “craft bourbon brands in Georgia”
  • A scheduled data feed from Empire’s inventory system
  • Brand listing and detail pages

How it works

  1. Inventory systemEmpire’s source of brand data
  2. Scheduled data feedSmall service outside WordPress
  3. WordPressEach brand stored as a record
  4. Brand directorySearch and filter by category, supplier and market

Brand data flows one way, from Empire’s inventory system into WordPress on a schedule. The directory reads only from WordPress, so the website never depends on the inventory system being available.

$17,000 to $25,500
For your IT team

How the feed connects to the inventory system

We confirm the method in discovery, after reviewing the inventory system and a sample data extract.

  • APIWhen it applies: the system exposes brand or item data with secure access.Effect on effort: within range.
  • Scheduled file export (CSV via SFTP or shared folder)When it applies: no API, but the system can export data on a schedule.Effect on effort: within range.
  • Vendor-built extract or undocumented APIWhen it applies: access exists but needs vendor work.Effect on effort: upper end of range, or a change request.
  • Manual uploadWhen it applies: no automated access is available.Effect on effort: an admin upload screen replaces the automated feed.

Why the feed runs outside WordPress

  • Ready for the future: if Empire moves to Xperience by Kentico (Option C), the feed and its data-quality rules carry over unchanged. Only the final step changes.
  • Site performance: the feed and any AI search processing run outside the website, so they don’t compete for the current hosting’s resources.
  • Flexible hosting: the service can run on whichever cloud platform fits Empire’s environment, chosen during discovery.

Assumptions

  • The inventory system provides brand-level data (brand, supplier, category and market) through an API or a scheduled export, at least daily.
  • Building a custom extract inside the inventory system is not included.
  • The directory shows brands and the markets they are sold in. It does not show live stock or pricing.
  • The directory covers up to 1,000 brands.
  • Empire supplies brand logos and descriptions. Records missing required information are held back or shown with a placeholder, per rules agreed in discovery.
  • The integration service runs on a cloud platform chosen in discovery. Hosting costs are billed to Empire.
  • Empire names a technical contact for the inventory system.

Risks and how we handle them

  • Inventory system API availabilityWhy it matters: the system may only export files, need vendor approval or fees, or sit on-premises.Mitigation: discovery with a sample extract before fixed pricing, and the feed priced by integration method.
  • Data kept by item, not brandWhy it matters: inventory systems track products, so brands need a rollup and categories need supplier-friendly names.Mitigation: brand and category mapping agreed with Empire in discovery.
  • Brand data qualityWhy it matters: missing logos, descriptions, categories or markets, duplicates and discontinued brands leave the directory incomplete.Mitigation: data-quality rules, an exceptions report, and placeholder or hold-back rules.
  • Feed overwriting website editsWhy it matters: marketing changes could be lost on the next update.Mitigation: agreed field ownership. The feed writes only its own fields.
  • Hosting capacityWhy it matters: search, filter and AI requests are not cached and share the current hosting’s resources.Mitigation: a capacity check in discovery. The feed and AI processing run outside the website.
  • AI result quality (Option B)Why it matters: wrong or irrelevant results reduce trust.Mitigation: keyword fallback, testing against real questions, and tuning before launch.
Sketch of the chat assistant and its handoff to the right Empire contact
WORKSTREAM 4

Chatbot

An assistant on every page answers common questions such as “How do I become a customer?” and routes visitors to the right Empire contact.

  • Conversational answers drawn from Empire’s approved site content
  • Handoff by state and inquiry type
  • Pricing, licensing and compliance questions go to Empire’s team

How it works

  1. VisitorPicks a common question or types their own (Option B)
  2. AssistantAnswers from approved content
  3. HandoffPricing, licensing and compliance questions go to the right Empire contact by state and inquiry type

A chat launcher appears on every page. If the assistant can’t help, it hands the visitor to your team instead of guessing.

$3,500 to $5,500
For your IT team

Three ways to deliver the AI-enhanced assistant (Option B)

The guided FAQ in Option A uses a hosted service or a WordPress plugin. Support and CRM platforms such as Intercom, Zendesk or HubSpot are also an option if Empire already uses one.

Hosted chatbot service
Examples
Chatbase, Tidio (Lyro AI)
How it runs
The vendor hosts the assistant, and a script adds it to the site.
Running cost
Monthly subscription
If Empire moves to Kentico
Carries over with the same script.
Load on current hosting
None
Handoff to your team
Built in (inbox or email).
WordPress plugin
Examples
AI Engine, AI Puffer, WPBot
How it runs
Runs inside WordPress, using an AI account Empire provides.
Running cost
Annual plugin license plus AI usage
If Empire moves to Kentico
Rebuilt on the new platform.
Load on current hosting
Every conversation runs on the website’s server.
Handoff to your team
Limited, usually a form or custom work.
Custom-built assistant
Examples
Built on an AI platform such as Azure OpenAI or AWS Bedrock
How it runs
A custom chat window on the site, connected to an AI service we set up.
Running cost
Cloud hosting plus AI usage, no chat subscription
If Empire moves to Kentico
Carries over, since it runs outside WordPress.
Load on current hosting
None
Handoff to your team
Built to Empire’s exact routing rules.

Choosing an approach

  • Hosted service: less setup, built-in handoff, no load on the current hosting, and it carries over unchanged if Empire moves to Xperience by Kentico. Empire pays a monthly subscription.
  • WordPress plugin: lower running cost, managed inside WordPress. It takes more setup, runs on the current hosting, and would need rebuilding if Empire changes platforms.
  • Custom-built: full control over the experience, data and integrations, with no vendor subscription. It has the highest upfront cost and needs ongoing maintenance. It suits Empire best if a supplier or customer portal with answers drawn from live account data is planned.
  • Final choice: made with Empire during platform selection, based on budget, expected traffic and platform plans.

Brand answers from Workstream 3

  • Brand directory pages (included in Option B): the assistant learns brands from the public brand pages, refreshed on a schedule.
  • Live brand lookup (optional add-on): the assistant checks the brand data feed directly, so answers always match the directory. A hosted service or plugin needs a platform that can connect to external data, confirmed during selection.

Assumptions

  • The delivery approach and platform are selected during discovery. Subscription, license, cloud hosting and AI usage fees are billed to Empire directly.
  • For Option A, Empire approves the questions, answers and routing contacts (up to 30 questions).
  • For Option B, Empire approves the site pages and documents the assistant draws from, and reviews a test question set. Empire does not need to script AI responses.
  • The assistant hands pricing, licensing and compliance questions to Empire’s team by email or form. CRM integration is not included.
  • Live brand lookup requires Workstream 3.
  • For a custom-built assistant, support and maintenance after launch are covered under a separate agreement.
  • If Empire’s compliance team requires an age gate for the assistant, it will be scoped separately.

Risks and how we handle them

  • Incorrect AI answers (Option B)Why it matters: wrong answers about availability, terms or onboarding reduce trust.Mitigation: approved sources only, guardrails, handoff to Empire’s team, and test set sign-off before launch.
  • Content gapsWhy it matters: the assistant can only answer as well as the content it draws from.Mitigation: content review in discovery, with gaps flagged for Empire to fill.
  • Running costsWhy it matters: subscription, cloud and AI usage costs grow with traffic.Mitigation: size costs during platform selection and set usage limits.
  • Data and privacyWhy it matters: conversations may include personal details.Mitigation: security review and conversation retention settings.
  • Compliance topicsWhy it matters: questions about pricing or licensing need careful handling.Mitigation: guardrails route these topics to Empire’s team.
  • Vendor lock-in (hosted service or plugin)Why it matters: switching platforms later means rebuilding flows.Mitigation: choose a platform that can export its content and conversations.
  • Ongoing upkeep (custom-built)Why it matters: AI models and cloud services change over time.Mitigation: a support agreement covering model updates, monitoring and fixes.
OPTION C

A longer-term platform path

Everything in Option B, delivered on Xperience by Kentico instead of WordPress. It suits Empire if the plan includes consolidating sites, supplier or customer portals, or apps drawing on the same content.

Fewer moving parts

Brand search, chatbot and AI come from one vendor-supported platform instead of separate plugins to monitor and patch.

Managed upkeep

Managed SaaS hosting with security patching handled, and automatic incremental updates instead of disruptive upgrade projects.

Room to grow

Native multisite and multichannel delivery, ready for site consolidation, portals and apps.

Platform upgrade, in addition to Option B
Professional services
$120,000 to $150,000
Kentico licensing
$35,000 to $40,000 per year

Kentico licensing is an estimate. It is contracted directly between Empire and Kentico, and the final price depends on the subscription tier.

Three questions that tighten every range

Short answers are fine. A name or a pointer to the right person works too.

  1. Which inventory system would brand search connect to, and does it offer an API or a scheduled export?
  2. Is a brand directory by market what you have in mind, or do you want live availability?
  3. Is the site staying on its current hosting plan, and who manages it today?

The ranges on this page are directional and intended for budgeting. They are not a binding quote. AI options carry monthly running costs billed directly to Empire, which Macquarium will size once the platform and expected traffic are confirmed. Travel expenses, if required, must be pre-approved and are not included.

Mark Emery  |  Macquarium