Website redesign: price and how to keep your SEOWebsite redesign: price and how to keep your SEO

A website redesign means rebuilding a site that already exists: new design, new structure, sometimes new technology. For a small business it usually costs the price of a new site, and its biggest risk is losing the visits Google used to send to the old site. That risk is manageable with a simple method, which I applied to my own site.A *websit redesign**redesign** means rebuilding a sitesite that already exists: newnew design, new structure, sometimessometimes new technology. For aa small business it usuallyusually costs the price ofof a new site, andand its biggest risk isis losing the visits GoogleGoogle used to send toto the old site. ThatThat risk is manageable withwith a simple method, whichwhich I applied to mymy own site.

I'm Pablo, I build and rebuild websites for tradespeople and small businesses from the Ain, France. In October 2026 I rebuilt ordas.fr from scratch: from a WordPress site to a custom-coded site, with new URLs for almost every page. Everything below comes from that project and from my clients' projects.I'm Pablo,Pablo, I build and rebuildrebuild websites for tradespeople andand small businesses from thethe Ain, France. In OctoberOctober 2026 I rebuilt ordas.frordas.fr from scratch: from aa WordPress site to aa custom-coded site, withwith new URLs for almostalmost every page. Everything belowbelow comes from that projectproject and from my clients'clients' projects.

A redesign rebuilds an existing site instead of creating one from scratch. You keep the domain name, often the content that works, and change what holds you back: a dated design, a slow or unreadable mobile site, a structure where nobody finds anything, a tool nobody knows how to edit anymore.A redesignredesign rebuilds an existing sitesite instead of creating oneone from scratch. You keepkeep the domain name, oftenoften the content that works,works, and change what holdsholds you back: a dateddated design, a slow oror unreadable mobile site, aa structure where nobody findsfinds anything, a tool nobodynobody knows how to editedit anymore.

There are three levels, and both the price and the SEO risk depend mostly on which one you choose:There areare three levels, and bothboth the price and thethe SEO risk depend mostlymostly on which one youyou choose:

• Visual redesign: new design, same pages, same URLs. The cheapest and almost risk-free for search.Visual redesignredesign: new design, samesame pages, same URLs. TheThe cheapest and almost risk-freerisk-free for search.
• Structural redesign: pages are merged, split or renamed. URLs change, redirects are needed.Structural redesignredesign: pages are merged,merged, split or renamed. URLsURLs change, redirects are needed.needed.
• Technical redesign: you change tools (for example from Wix to WordPress, or WordPress to a coded site). Everything changes, and that's where SEO is most often lost.Technical redesignredesign: you change toolstools (for example from WixWix to WordPress, or WordPressWordPress to a coded site).site). Everything changes, and that'sthat's where SEO is mostmost often lost.

Redesign when your site costs you customers: it displays badly on phones, takes several seconds to load, you no longer dare give out the address, or nobody contacts you through it. A site that's a few years old but does its job gets updated, not rebuilt.Redesign whenwhen your site costs youyou customers: it displays badlybadly on phones, takes severalseveral seconds to load, youyou no longer dare givegive out the address, oror nobody contacts you throughthrough it. A site that'sthat's a few years oldold but does its jobjob gets updated, not rebuilt.rebuilt.

The signs I see most often with small businesses:The signssigns I see most oftenoften with small businesses:

• The site isn't readable on a phone (tiny text, buttons too small).The sitesite isn't readable on aa phone (tiny text, buttonsbuttons too small).
• Services or opening hours are out of date, because editing the site is too complicated.Services oror opening hours are outout of date, because editingediting the site is tootoo complicated.
• No quote request has come from the site in months.No quotequote request has come fromfrom the site in months.months.
• The site was built by someone who can't be reached, and nobody has the logins.The sitesite was built by someonesomeone who can't be reached,reached, and nobody has thethe logins.
• A single page presents every service, so Google shows you for none of them.A singlesingle page presents every service,service, so Google shows youyou for none of them.them.

If you're torn between rebuilding and fixing, first look at what works: pages already getting visits in Search Console, wording your customers quote back. A redesign that throws away what works is a bad redesign.If you'reyou're torn between rebuilding andand fixing, first look atat what works: pages alreadyalready getting visits in SearchSearch Console, wording your customerscustomers quote back. A redesignredesign that throws away whatwhat works is a badbad redesign.

A redesign ranges from a few hundred euros for a simple design change to over €10,000 for a large site rebuilt by an agency. For a small business showcase site rebuilt by a freelancer, the usual range is €1,000 to €3,000, roughly the price of a new site.A redesignredesign ranges from a fewfew hundred euros for aa simple design change toto over €10,000 for aa large site rebuilt byby an agency. For aa small business showcase sitesite rebuilt by a freelancer,freelancer, the usual range isis €1,000 to €3,000, roughlyroughly the price of aa new site.

Ranges published online (French market), with their source:Ranges publishedpublished online (French market), withwith their source:

• Simple redesign (design, usability, content) of a WordPress site: €500 to €1,500 (Studio Gazoline, page viewed on 10 November 2026).Simple redesignredesign (design, usability, content) ofof a WordPress site: €500€500 to €1,500 (Studio Gazoline,Gazoline, page viewed on 1010 November 2026).
• Showcase site redesign: €1,500 to €10,000 in most cases (MonDevis, July 2025).Showcase sitesite redesign: €1,500 to €10,000€10,000 in most cases (MonDevis,(MonDevis, July 2025).
• Median budget of €10,000 across 478 redesigns handled by the platform (La Fabrique du Net, July 2026). This figure mostly covers agency projects and companies larger than small businesses.Median budgetbudget of €10,000 across 478478 redesigns handled by thethe platform (La Fabrique dudu Net, July 2026). ThisThis figure mostly covers agencyagency projects and companies largerlarger than small businesses.

With me, a redesign costs the price of the WordPress package that matches the new site: from €1,050 for 5 pages to €2,950 for a larger site, with payment in instalments possible. I keep what's good in the old site, and redirects for the old URLs are included. Package details are on the WordPress website page.With me,me, a redesign costs thethe price of the WordPressWordPress package that matches thethe new site: from €1,050€1,050 for 5 pages toto €2,950 for a largerlarger site, with payment inin instalments possible. I keepkeep what's good in thethe old site, and redirectsredirects for the old URLsURLs are included. Package detailsdetails are on the WordPress website page.

• The number of pages to rebuild, and whether new ones must be written. If you don't know how many you need, I explain how to count in how many pages for a business website.The numbernumber of pages to rebuild,rebuild, and whether new onesones must be written. IfIf you don't know howhow many you need, II explain how to countcount in how many pages for a business website.
• Changing tools: switching technology means rebuilding everything and moving every piece of content.Changing toolstools: switching technology meansmeans rebuilding everything and movingmoving every piece of content.content.
• Content: ready-made text and photos cost less than content that has to be written.Content:: ready-made text and photosphotos cost less than contentcontent that has to bebe written.
• Features: booking, shop, client area, multilingual.Features:: booking, shop, client area,area, multilingual.
• The number of old URLs: a site with 300 posts needs far more redirects than a 6-page site.The numbernumber of old URLs:: a site with 300300 posts needs far moremore redirects than a 6-page6-page site.

When comparing redesign quotes, check that each one states in black and white what happens to the old URLs. A quote that says nothing about redirects may cost you your rankings. I explain what to check in how to read a website quote.When comparingcomparing redesign quotes, check thatthat each one states inin black and white whatwhat happens to the oldold URLs. A quote thatthat says nothing about redirectsredirects may cost you youryour rankings. I explain whatwhat to check in how to read a website quote.

A redesign loses rankings when Google can no longer find the pages it knew. Each page of the old site has a URL, and that URL is what Google ranks. If it disappears without a redirect, Google hits a 404 error, and the ranking the page had earned disappears with it.A redesignredesign loses rankings when GoogleGoogle can no longer findfind the pages it knew.knew. Each page of thethe old site has aa URL, and that URLURL is what Google ranks.ranks. If it disappears withoutwithout a redirect, Google hitshits a 404 error, andand the ranking the pagepage had earned disappears withwith it.

The four causes I find almost every time:The fourfour causes I find almostalmost every time:

1. URLs changed without redirects, often because the new tool generates its own URLs.URLs changedchanged without redirects, oftenoften because the new tooltool generates its own URLs.URLs.
2. Redirects to the wrong page, for example sending everything to the home page. Google often treats that as a missing page.Redirects toto the wrong page,, for example sending everythingeverything to the home page.page. Google often treats thatthat as a missing page.page.
3. Deleted text: the new page looks better, but no longer contains the words people searched for.Deleted texttext: the new pagepage looks better, but nono longer contains the wordswords people searched for.
4. A staging site left blocked: the "discourage search engines" box or a staging robots.txt pushed live as is.A stagingstaging site left blocked:: the "discourage search engines"engines" box or a stagingstaging robots.txt pushed live asas is.

To keep your SEO during a redesign, list every old URL before touching the site, decide for each one which new page covers the same topic, set a 301 redirect page by page, then watch Search Console for several weeks. Here are the seven steps in the order I do them.To keepkeep your SEO during aa redesign, list every oldold URL before touching thethe site, decide for eacheach one which new pagepage covers the same topic,topic, set a 301 redirectredirect page by page, thenthen watch Search Console forfor several weeks. Here areare the seven steps inin the order I dodo them.

First, list every URL Google knows. Three sources complement each other: the old site's sitemap, the "Pages" report in Search Console, and the export of pages that got clicks or impressions in recent months. For ordas.fr, Search Console gave me the real list, including old pages I had forgotten.First, listlist every URL Google knows.knows. Three sources complement eacheach other: the old site'ssite's sitemap, the "Pages" reportreport in Search Console, andand the export of pagespages that got clicks oror impressions in recent months.months. For ordas.fr, Search ConsoleConsole gave me the realreal list, including old pagespages I had forgotten.

Next to each URL, note its clicks, impressions and the searches that bring it traffic. That's your "before" snapshot. It tells you which pages must not break, and lets you compare after launch. Keep a copy of the text of pages that work: they're what ranks, not the design.Next toto each URL, note itsits clicks, impressions and thethe searches that bring itit traffic. That's your "before""before" snapshot. It tells youyou which pages must notnot break, and lets youyou compare after launch. KeepKeep a copy of thethe text of pages thatthat work: they're what ranks,ranks, not the design.

The best redirect is the one you don't need. If a page keeps the same topic, keep the same URL. Only rename a URL if the old one is truly bad (unreadable, dated, or no longer describing the page).The bestbest redirect is the oneone you don't need. IfIf a page keeps thethe same topic, keep thethe same URL. Only renamerename a URL if thethe old one is trulytruly bad (unreadable, dated, oror no longer describing thethe page).

Every changed URL gets a 301 (permanent) redirect to the new page covering exactly the same topic. Not the home page, not a page "roughly close". An old page about website prices goes to the new price page, an old local SEO page goes to the new local SEO article.Every changedchanged URL gets a 301301 (permanent) redirect to thethe new page covering exactlyexactly the same topic. NotNot the home page, notnot a page "roughly close".close". An old page aboutabout website prices goes toto the new price page,page, an old local SEOSEO page goes to thethe new local SEO article.article.

For pages that get visits, keep the title tag, the headings and the passages that answer searches. You can improve the layout, add proof and examples, but don't remove the words your visitors type.For pagespages that get visits, keepkeep the title tag, thethe headings and the passagespassages that answer searches. YouYou can improve the layout,layout, add proof and examples,examples, but don't remove thethe words your visitors type.type.

Before launch: the site must be indexable, every old URL tested one by one, no broken internal links, a new sitemap ready. My full list is in the technical SEO checklist before launch.Before launch:launch: the site must bebe indexable, every old URLURL tested one by one,one, no broken internal links,links, a new sitemap ready.ready. My full list isis in the technical SEO checklist before launch..

On launch day, submit the new sitemap in Search Console. Then each week, check 404 errors, "discovered, not indexed" pages, and compare clicks and impressions with your "before" snapshot. A dip of a few weeks is normal while Google rereads the site. A page that hasn't come back after a month deserves a look at its redirect.On launchlaunch day, submit the newnew sitemap in Search Console.Console. Then each week, checkcheck 404 errors, "discovered, notnot indexed" pages, and comparecompare clicks and impressions withwith your "before" snapshot. AA dip of a fewfew weeks is normal whilewhile Google rereads the site.site. A page that hasn'thasn't come back after aa month deserves a looklook at its redirect.

In October 2026 I replaced Ordas's old WordPress site with a site coded in Next.js. Almost every URL changed: old posts had dates in their URLs, city and service pages followed another logic. So I applied the method above to my own site.In OctoberOctober 2026 I replaced Ordas'sOrdas's old WordPress site withwith a site coded inin Next.js. Almost every URLURL changed: old posts hadhad dates in their URLs,URLs, city and service pagespages followed another logic. SoSo I applied the methodmethod above to my ownown site.

• Inventory: the list of pages known to Google, taken from Search Console rather than from memory.Inventory:: the list of pagespages known to Google, takentaken from Search Console ratherrather than from memory.
• About 70 redirect rules for the old URLs, including rules that catch a whole family of URLs at once (all the old "website design + city" pages, for example).About 7070 redirect rules for thethe old URLs, including rulesrules that catch a wholewhole family of URLs atat once (all the oldold "website design ++ city" pages, for example).example).
• A full audit on 3 November 2026: every URL in the new sitemap and every redirect tested.A fullfull audit on 3 NovemberNovember 2026: every URLURL in the new sitemapsitemap and every redirect tested.tested.

And the mistake: in the rush of launch, several old pages were redirected to a neighbouring page instead of the page on the same topic. Old pricing pages pointed to a service page, and old posts to a general page. Technically, no 404. For Google, though, the page ranking for "website price" was no longer the same page. I spotted it going back over the redirects one by one, and on 9 November 2026 every old pricing page was pointed to the showcase website price article, and every old post to the new post on the same topic.And thethe mistake: in the rushrush of launch, several oldold pages were redirected toto a neighbouring page insteadinstead of the page onon the same topic. OldOld pricing pages pointed toto a service page, andand old posts to aa general page. Technically, nono 404. For Google, though,though, the page ranking forfor "website price" waswas no longer the samesame page. I spotted itit going back over thethe redirects one by one,one, and on 9 NovemberNovember 2026 every old pricingpricing page was pointed toto the showcase website price article, andand every old post toto the new post onon the same topic.

The lesson: a redirect that breaks nothing isn't necessarily a good redirect. For each old URL, ask whether the new page answers the same search.The lesson:lesson: a redirect that breaksbreaks nothing isn't necessarily aa good redirect. For eacheach old URL, ask whetherwhether the new page answersanswers the same search.

You can change an existing site without rebuilding it when its foundation is sound: update text and photos, add one page per service, improve speed, fix the mobile layout. On WordPress you can make many of these changes yourself from the admin, without touching URLs, so without SEO risk.You cancan change an existing sitesite without rebuilding it whenwhen its foundation is sound:sound: update text and photos,photos, add one page perper service, improve speed, fixfix the mobile layout. OnOn WordPress you can makemake many of these changeschanges yourself from the admin,admin, without touching URLs, soso without SEO risk.

It's often the best option when the site is under five years old and runs on a tool you can extend. If you're on a website builder and wondering whether to switch, I compared both options in WordPress or Wix.It's oftenoften the best option whenwhen the site is underunder five years old andand runs on a tooltool you can extend. IfIf you're on a websitewebsite builder and wondering whetherwhether to switch, I comparedcompared both options in WordPress or Wix.

For a small business showcase site, a redesign usually takes a few weeks, depending on the number of pages and how fast content arrives. With me, the design is presented within a week of the deposit. The longest part is rarely the code: it's the text, the photos and the approvals.For aa small business showcase site,site, a redesign usually takestakes a few weeks, dependingdepending on the number ofof pages and how fastfast content arrives. With me,me, the design is presentedpresented within a week ofof the deposit. The longestlongest part is rarely thethe code: it's the text,text, the photos and thethe approvals.

The steps, in order: audit of the existing site and URL inventory, goals and site structure, mockup, content, build, redirects and checks, launch, then follow-up. For the structure of real sites, see my showcase website examples.The steps,steps, in order: audit ofof the existing site andand URL inventory, goals andand site structure, mockup, content,content, build, redirects and checks,checks, launch, then follow-up. ForFor the structure of realreal sites, see my showcase website examples.