The verdict in three sentences
If your Core Web Vitals score is below 50 and your CMS is over four years old, a rebuild (€22k) almost always beats a partial redesign (€6k). The real question is not "what does it cost" but "what is the total cost of ownership over 24 months", maintenance and SEO risk included. A five-criterion decision matrix settles it objectively, without sentimental attachment to the existing site.
The redesign vs rebuild decision matrix
Five criteria are enough to decide. Score each: if three or more lean right, rebuild.
| Criterion | Partial redesign | Rebuild |
|---|---|---|
| CMS age | < 4 years | > 4 years |
| Core Web Vitals score | > 70 | < 50 |
| Technical debt | Low | High (plugins, code) |
| Annual maintenance cost | < €2,000 | > €4,000 |
| Conversion ambition | Stable | Strong growth |
A 2018 WordPress weighed down by 35 plugins, with a mobile score of 38 and €4,500 in annual maintenance, ticks four of five criteria: rebuild it.
The 24-month total cost of ownership
The headline price does not tell the whole story. Here is the compared TCO for a B2B brochure site.
| Line (24 months) | Partial redesign | Next.js rebuild |
|---|---|---|
| Upfront investment | €6,000 | €19,000 |
| Maintenance (24 mo) | €8,400 | €4,800 |
| Security fixes | €2,000 | €600 |
| Estimated SEO loss | €1,500 | €0 |
| Lead gain (24 mo) | +€3,500 | +€14,000 |
| Net TCO | €14,400 | €10,400 |
Over 24 months the rebuild is cheaper net despite an upfront ticket 3x higher, thanks to lower maintenance and superior conversion gains.
Mini case study
Aoife, finance director of a 35-person technical services SME in Dublin, weighs reworking her WordPress (mobile score 41, €4,500/yr maintenance) against a Next.js rebuild at €18,500. Over 24 months the partial redesign would cost €6,000 + €8,400 maintenance + €1,500 SEO risk, with no notable conversion gain. The rebuild, with the mobile score up to 94 and maintenance halved, generates +11 leads/year at €5,200 average deal and 20% close, roughly €11,400 of added revenue per year. Break-even lands in the 19th month.
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FAQ
At what score should I rebuild?
Below 50 in mobile Core Web Vitals, the performance debt is usually structural: optimising a dated base often costs as much as rebuilding, without the same result.
Should WordPress be avoided?
Not in itself. But an old WordPress overloaded with plugins accumulates technical debt and maintenance cost that, over 24 months, frequently exceeds that of a modern base like Next.js.
Does a rebuild lose SEO?
Less than a poorly managed redesign if the 301 redirect map is clean and the URL structure preserved. A well-executed rebuild can even improve SEO thanks to speed.
How long does a rebuild take?
Six to ten weeks for a B2B brochure site in Next.js, versus three to five weeks for a partial redesign.
How do I calculate my ROI?
Compare the 24-month TCO (upfront + maintenance + SEO risk) against the expected lead gain. If break-even falls before month 24, the rebuild is profitable.
Let's scope your project. Send us your current URL and your goals: we audit your Core Web Vitals and deliver a costed redesign-vs-rebuild decision matrix. 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.
