The verdict in three sentences
For a consulting or audit firm in Amsterdam, a visual redesign (new design on the existing base) costs €4,000 to €9,000 and takes 6 weeks, while a full rebuild costs €12,000 to €25,000 over 12 weeks. The decisive factor is technical debt: past 6 active WordPress plugins or an unmaintained core, a cosmetic redesign is like repainting a cracked house. A clean rebuild usually gains +18% organic traffic thanks to Core Web Vitals and a healthy architecture.
Visual redesign vs rebuild: the real costs
A visual redesign keeps the CMS, structure and part of the code; it refreshes look and UX. A rebuild starts from the base: new stack, new architecture, content migration. The trap is paying for a visual redesign on a rotten core: you hide the problem for 12 months, then pay twice.
| Criterion | Visual redesign | Full rebuild |
|---|---|---|
| Price 2026 | €4,000 – €9,000 | €12,000 – €25,000 |
| Timeline | 5 – 7 weeks | 10 – 14 weeks |
| Performance gained | +5 to 10% | +18 to 30% |
| Technical debt cleared | No | Yes |
| SEO risk | Low | Controlled with migration plan |
| Lifespan | 2 – 3 years | 4 – 6 years |
The 8-criteria decision grid
Give 1 point per row where your situation matches the "rebuild" column. From 5 points out of 8, start from scratch.
| Criterion | Lean redesign | Lean rebuild |
|---|---|---|
| Site age | < 3 years | > 4 years |
| Active WordPress plugins | < 4 | > 6 |
| Mobile PageSpeed score | > 70 | < 45 |
| URL structure | Consistent | Chaotic |
| Responsive | Fine | Broken on mobile |
| Accessibility (WCAG) | Partial | Nonexistent |
| Brand identity | Recent | Dated > 5 years |
| Business goal | Refresh | Reposition |
Mini case study
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Mr. Bakker runs a 22-person audit firm in Amsterdam. His 2019 WordPress site has 11 plugins, loads in 5.1s and scores 38 on mobile PageSpeed. On the grid, he ticks 6 criteria on the rebuild side. Tempted by a visual redesign at €6,000, he ultimately picks a rebuild at €16,000. Result over 8 months: organic traffic +19% (from 2,100 to 2,500 visitors/month), and a contact form rising from 1.4% to 2.3% conversion. That's +22 qualified enquiries/month; with an average engagement of €8,000 and a 15% win rate, it represents ~€26,000 of potential additional monthly revenue. The rebuild is the right call.
FAQ
How do I know if my site has technical debt? Look at plugin count, PHP version, PageSpeed score and the date of the last major update. Past 6 plugins and a mobile score under 45, debt is heavy.
Does a visual redesign improve SEO? A little (+5 to 10%), mainly through UX and internal linking. But real SEO gains (+18% and up) come from architecture and Core Web Vitals treated in depth, hence a rebuild.
Can we keep WordPress during a rebuild? Yes, but it's worth using the project to evaluate a modern decoupled (headless) front, faster and safer. The choice depends on who manages content day to day.
How long between redesign and rebuild? A visual redesign wraps in 5 to 7 weeks, a rebuild in 10 to 14. Content is almost always the limiting factor, not development.
What budget for an Amsterdam firm? €4,000 to €9,000 to refresh, €12,000 to €25,000 to rebuild. Add maintenance of €130 to €350/month whichever option you choose.
Let's scope your project. Send us your current site URL and goals (refresh or reposition, indicative budget €4,000–€25,000), and we will run the audit and the trade-off. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
