A redesign does not automatically mean "better". Done without a plan, it can drop your traffic for months. Done right, it brings back conversions and rankings. This article explains when a site really needs a redesign, what it costs, and how to do it without losing positions in Google.
When a site needs a redesign
- It looks visibly dated next to competitors.
- It is not usable on a phone (and mobile is most of the traffic).
- It is slow and fails Core Web Vitals.
- It has traffic but generates no enquiries — a UX and call-to-action problem.
- A change of brand, name or business direction.
- It is built on an abandoned platform or a theme with no updates.
If you simply "don't like" the site but it delivers results — first test specific changes before a full redesign.
The three types of redesign and pricing
| Type | What changes | Price | Timeline |
|---|---|---|---|
| Cosmetic | new style, typography, colours, photos — same structure and content | €400 – €1,200 | 2–3 weeks |
| Structural | new navigation, reworked content and UX, new key pages | €1,200 – €3,500 | 3–6 weeks |
| Full | new design + new platform/CMS + migration + new content | from €3,000 | 6–12 weeks |
The cost of an entirely new site (not a redesign) is in how much a website costs. If you only need the visuals — see web design pricing.
What to keep at all costs
- The URL structure — if addresses change, you need 301 redirects from old to new. A missed redirect = a lost page for Google.
- Content that ranks well — check Search Console for which pages bring traffic and don't discard them thoughtlessly.
- Google Analytics and Search Console — don't create new properties; keep the history.
- Structured data and the meta tags of the winning pages.
- Speed — the new design must not be slower than the old one.
The risk — a traffic drop
The most common mistake is a new site launched all at once, with no map of the old URLs and no redirects. The result: dozens of 404 errors, lost positions and months of recovery. How to avoid it and what to check after launch — in why a site is not showing in Google.
The process
- Audit — what works (positions, conversions, speed) and what doesn't.
- URL map — old → new, with a plan for 301 redirects.
- Design of the key screens for approval.
- Development on a staging URL.
- Migration with the URL structure, analytics and winning content preserved.
- Launch and check — 404 errors, redirects, sitemap, speed, Search Console.
Summary
A redesign costs €400–1,200 cosmetic, €1,200–3,500 structural and from €3,000 for a full one with migration. The key is not the design but preserving the URL structure, analytics and winning content — otherwise the beautiful new site comes with a traffic failure. Maintenance afterwards is in SEO and maintenance.
Get in touch for an audit and a redesign quote.
