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Website redesign that keeps the SEO you already have.

Most redesigns quietly throw away the one asset the old site had actually earned. This one carries it across.

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Devgenome's home page after the September rebuild: a 3D double helix beside the headline “The technology behind your working day.”
Devgenome's home page before July: one page headed “Where Fintech Expertise and Modern Technology Meet”
before July · 1 page September · 14 pages
Devgenome, a London IT company: the one-page site it had before July, and the September rebuild. The case
CityRoamer's home page after the September rebuild: a 3D city block beside the headline
CityRoamer's home page from the July rebuild: a light page with the headline centred
July · 13 pages September · 14 pages
CityRoamer, a Riga IT consultancy: July's rebuild, and September's. No picture of the builder page it had before July survives. The case

A rebuild is the riskiest thing you can do to a site that already works. Not because the design is hard — because a site is a set of addresses that other people have written down, and a redesign changes all of them at once. Search engines, old emails, someone's bookmarks, a supplier's directory listing: they all point at the old shape.

Handled, that costs you nothing. Unhandled, you lose ground you spent years earning, and the new site gets blamed for it.

What changesWhat goes wrong when nobody plans itThe rule
Addresses Old URLs stop resolving. Every link pointing at them — from a search result, from another company's site — lands on a 404. every URL kept, or redirected
Titles & descriptions Rewritten by whoever builds the new page, so the wording a page was found for quietly disappears. carried across
Content Pages that were doing real work get cut for looking dated. The ones that earn traffic are rarely the ones that look best. audited, not guessed
Internal links The pages you most want found lose the links that used to point at them, and drop out of sight from the inside. mapped before the cut
The sitemap Search engines keep crawling a map of a site that no longer exists, and take weeks to notice. rebuilt, resubmitted

None of this is exotic. It is just work that has to happen before the new design is signed off, not after it is live.

// every address, carried across

Every address someone wrote down still answers.

The two September rebuilds, drawn from their own sitemaps. On the left, every address the July site published. On the right, the September site. Each line is an old address that still answers in the same place.

devgenome.com July → 30 Sep 2026
  1. /
  2. /services.html
  3. /about.html
  4. /contact.html
  5. /faq.html
  6. /privacy.html
  7. /terms.html
  8. /refund.html
  9. /cookie.html
  1. /
  2. /services.html
  3. /it-support.html
  4. /development.html
  5. /ai.html
  6. /automation.html
  7. /about.html
  8. /faq.html
  9. /contact.html
  10. /privacy.html
  11. /terms.html
  12. /refund.html
  13. /cookie.html

9 of 9 July addresses kept · 4 new pages · redirects needed: 0

July's six section links (/services.html#payments and five more) point at sections that no longer exist. They land at the top of the services page, not on a 404.

cityroamer.lv July → 30 Sep 2026
  1. /
  2. /services/
  3. /services/it-strategy/
  4. /services/technology-project/
  5. /services/software/
  6. /services/digital-transformation/
  7. /about/
  8. /contact/
  9. /privacy/
  10. /terms/
  11. /refund/
  12. /cookies/
  1. /
  2. /services/
  3. /services/it-strategy/
  4. /services/technology-project/
  5. /services/software/
  6. /services/digital-transformation/
  7. /about/
  8. /contact/
  9. /privacy/
  10. /terms/
  11. /refund/
  12. /cookies/

12 of 12 July addresses kept · redirects needed: 0

A new look and a 3D scene on every page, at the same twelve addresses.

The best redirect is the one nobody needs: both sites kept every address. When a page has to move, it gets one hop to its closest new equivalent, never a chain and never a catch-all to the homepage.

// how it carries across

Five steps, in this order.

The order matters more than any single step. Every one of these happens before the old site is switched off. The dates are from the two September rebuilds.

  1. 01 Inventory every address

    Before anything is designed. Every URL the current site answers on, listed — including the ones nobody remembers publishing.

    CityRoamer's route table listed its 12 addresses and its 404 page. Devgenome's plan kept every one of its 9.

  2. 02 Write the redirect map

    Each old address keeps its place, or points at its closest new equivalent. One hop, never a chain, and never a lazy catch-all to the homepage — that reads as a dead page to a search engine and as a shrug to a person.

    Every address kept, so both maps came out empty: 0 redirects.

  3. 03 Move the metadata with the page

    Titles, descriptions and canonicals travel with the content they belong to. Where the wording is genuinely weak it gets improved on purpose, not replaced by accident.

    CityRoamer's titles, descriptions and structured data carried over unchanged. Devgenome's rewritten on purpose, page by page, for its new services.

  4. 04 Rebuild the sitemap and robots

    Generated from the structure that actually shipped, and ready to submit the day it goes live rather than the week after.

    Both sitemaps rebuilt from the pages that shipped: 13 addresses for Devgenome, 12 for CityRoamer.

  5. –

    05 Watch it settle

    The fortnight after launch is when a missed redirect shows itself. That is when someone should be looking, and it is included rather than quoted separately.

    Both live on 30 Sep, with a test enquiry through each live form within minutes. On 2 Oct, all 62 public files Devgenome serves checked against the delivery, byte for byte.

// what the new site inherits

Built so the SEO is structural.

The reason a rebuild here does not need an SEO retrofit afterwards is that there is nothing to retrofit. It is static HTML with no builder underneath — the crawler and the visitor are served the identical thing.

  • Every word is in the HTML. No client-side rendering to wait on, so nothing depends on a crawler executing your JavaScript correctly.
  • Per-page title, description, canonical, Open Graph and JSON-LD. Written per page, not generated from a pattern.
  • Sitemap and robots from the structure. Not a plugin's guess at what your site contains.
  • Nothing loads from anyone else's server. No framework, no build step, self-hosted fonts, zero third-party calls. Where a page carries 3D, a loader reports real progress while it arrives.
  • You own the code outright. On final payment I sign the copyright over to you in writing. Plain HTML, CSS and JavaScript any developer can pick up — no builder to be locked into, and no licence to keep paying.

// fit

Is this you?

The situations this is actually built for. If two or three of these land, we should talk.

The site undersells the business

  • the work is serious and the site does not say so
  • a partner, a client or an underwriter will look you up first
  • you find yourself explaining it away in meetings

You cannot get at it

  • built on a builder you cannot export from
  • the agency that made it has stopped replying
  • a small copy change needs a purchase order

You have something to lose

  • pages that bring in enquiries today
  • years of accumulated links pointing at old URLs
  • a previous redesign that already cost you traffic

And when it is the wrong call: if the site is honestly fine and the enquiries still are not coming, a redesign is an expensive way to avoid the real question. That is usually positioning, pricing, or that nobody knows the site exists — and none of the three is fixed by new typography. If that is what I find, I will say so, and you will not have spent anything to hear it.

// two rebuilds, in full

Both are client engagements, both are written up end to end — the brief, the build, and what was actually delivered. The checks behind both releases are on How I ship.

Devgenome's 3D mechanism, its glowing grid panels drawn partway apart CLIENT LIVE

Devgenome

One page → ten in July → a 14-page site built around a custom 3D helix in September.

  • Web
  • 3D
  • Brand
  • SEO

London IT, software and AI company · 0 third-party calls, measured 2 Oct 2026 · September release live since 30 Sep 2026

Read the case study
CityRoamer's 3D city block, two plates joined by a line of light CLIENT LIVE

CityRoamer

A website builder → 13 pages in July → The Living Blueprint in September.

  • Web
  • 3D
  • Brand
  • Handover

Riga IT consultancy, senior since 2016 · 0 third-party calls, measured 2 Oct 2026 · September release live since 30 Sep 2026

Read the case study

The same SEO-from-the-stack approach on a build of my own: a marketing site built and live in one day, nine pages on 7 July 2026.

“Ed rebuilt the site start to finish and handled the whole thing without fuss. Clean, fast, properly thought through — every page holds together and it works the way it should. What stood out was the handoff: a full interactive walkthrough of everything that was done, not the usual two-line email. Done well, done quickly. No complaints.”

Developer Genome Ltd · July 2026, first round

“The new site looks and feels far more professional than the old one — clean design, nice touches throughout, and everything just works. Took care of it end to end and the quality shows. Very happy with it.”

CityRoamer · July 2026, first round

// straight answers

The questions I actually get.

Will I lose my rankings?

That risk is real, and it comes from one thing more than anything else: addresses changing with nothing pointing the old ones at the new. The five steps above exist to remove it. What I will not do is quote you a percentage — nobody who has not seen your Search Console can, and a redesign pitch with a traffic graph on it is usually selling the graph.

How long does it take?

Pace is set by your feedback more than by the build. The two client rebuilds here took nine days or less from first build to delivery in July, and six days from start to live in September. You get one fixed number for scope and timeline before anything starts.

What does it cost?

A website rebuild starts at €1,250, and a website with its own 3D at €3,500. Those are where a project starts; yours is one fixed number for your scope, agreed before anything begins. All the offers.

Do I own it afterwards?

Yes. On final payment I sign a one-page copyright assignment to you, so it's yours in law, not only in name: change it, sell it or hand it to anyone. It's plain HTML, CSS and JavaScript, no framework and no builder account. If you never speak to me again it keeps working, and any developer can pick it up.

Can you do part of it?

Often the honest answer is yes. A redirect map and a metadata carry-over for a rebuild someone else is doing is a small, well-defined piece of work, and I would rather do that than sell you a rebuild you do not need.

What happens to my content?

Nothing is deleted on the grounds of looking dated. Pages come across, get merged, or get cut deliberately — and anything cut still gets a redirect, because someone out there has the link.

Who actually does the work?

I do, start to finish: I direct it, AI writes the code, and the decisions and the checks are mine. There is no account manager between you and the person building it, and nothing is passed to a junior once the contract is signed. That is the whole model — more on how I work.

Send me the address of the site you are thinking about replacing. I will tell you what is worth keeping.

A website rebuild starts at €1,250, and a website with its own 3D at €3,500. Every project is priced on its own complexity and the work actually in it. See the offers

Remote, worldwide, in English. Reply within one business day.

Start a project Book a 15-min intro call

Also on offer: custom software · working with London firms