43-Page Pediatric Dentistry WordPress Build

Client (end user): Little Roots Pediatric Dental — Westbury, NY
Engagement: White-label development for a US marketing agency
Delivered: Jan – May 2025 · 120 days · 85 hours across build and templated-design phases

The Craft of a Build

43 pages of a pediatric dental website built against a hard shutdown deadline — the existing site was going offline January 31. The first phase delivered to a custom design inside 10 days. When the design was revealed to be third-party-owned rather than the agency’s own, the engagement pivoted into a templated-design development phase that migrated all 43 URLs to the agency’s template system without resetting the 85-hour budget.

This case study is a record of a two-phase custom-design build for a two-doctor pediatric dental practice in Westbury, New York — delivered for a US marketing agency in the pediatric dentistry segment.

Snapshot

The Brief

Little Roots Pediatric Dental is a two-doctor pediatric dental practice in Westbury, New York, serving children across Nassau County. A US marketing agency specialising in local-business websites was managing the project: they owned the custom design, the content strategy, the hosting setup on WP Engine, and the client relationship. Our scope was to build the full 43-URL site in WordPress with Elementor Pro, wire the ZocDoc booking widget, implement Yoast meta fields per the workbook’s per-row values, and hand off a production-ready site.

The workbook structured the engagement across 43 active URLs mapped to a single custom design system. Every sitemap row carried an Hours Estimated value; the aggregate came to 52 hours for the core build. The ask was staged: first, build all pages against the custom design; then, through a second phase the agency calls “Templated Design Development”, accept per-page design deltas, reconcile meta issues, and work down the Issues Backlog. Design, content, SEO strategy, and client communication remained with the agency.

How We Did It

1. Custom design system, 43 pages, one build pipeline. The site’s 43 pages spread across page-type-specific layouts from the agency’s custom design: Homepage (1), About Us (1), Doctor Page (2 — Dr. Jessica Barzideh DMD and Dr. Sunaina Vohra DMD), Services Lander (1), Service Page (4 — emergency, restorative, preventive, and sedation dentistry), Treatments Lander (1), Treatment Page (22 individual pediatric procedures), Locations (1 + booking location), and supporting pages (first visit, insurance, membership, promotions, contact, and utility pages). Each page was mapped to its design specification from the sitemap row before a single line of Elementor was written. When the initial build revealed that the design was third-party-owned rather than the agency’s, the Templated Design Development phase migrated the site to the agency’s standard template library — a faster path than negotiating design licensing with the original owner, while keeping the remaining 43 pages on schedule.

2. Spec followed line-for-line — including the per-page Hours Estimated column. The agency’s workbook carried an Hours Estimated value for every row. We implemented against that value. Where a row specified a higher hour allocation for the homepage and standard allocations for treatment pages, that was our budget for the row, and the aggregate came in at the agreed 85 hours for the project.

The principle behind this is simple: on a build with a pre-costed sitemap, the workbook is the contract. A dev team’s job is to deliver inside the row-level budgets, not to re-open the pricing conversation page by page.

3. Two parallel QA loops, closed before launch. Issues were tracked in multiple agency-side backlog tabs: the Issues Backlog (9 rows), Design issues (1 row), and Meta issues (77 rows). Of those 87 tracked items, the critical-path items were resolved before launch; the balance were triaged and addressed through the templated-design phase. The 59-item launch checklist — covering design, functionality, content, and SEO categories — closed behind both backlogs.

4. ZocDoc booking widget integration and geo-page discipline. The site carries a ZocDoc booking embed for online appointment scheduling — a conversion primitive for a pediatric practice where parent-driven urgency is high. During the build, the booking widget was verified against the practice’s ZocDoc profile to ensure appointment requests routed to the correct Westbury location. The retained tail later expanded the site with geo-pages for surrounding Nassau County towns (Albertson, Garden City, East Meadow, Jericho, Hicksville, and others), extending the local-search surface without breaking the original URL structure.

The January 31 shutdown deadline meant the first-phase build had to land in 10 days — that ordering also meant the custom-design licensing issue surfaced after launch rather than before it. The templated-design phase absorbed that discovery without resetting the budget, because the per-page hour estimates from the original workbook transferred directly to the reconciliation pass.

Operational Integrity at handoff

Pre-handoff QA on the initial build ran a link-check sweep that surfaced broken HTTPS links across the 43-URL tree and a recurring slug defect on the service pages — «постоянно буквы не хватает» (letters kept dropping from service-page URLs) — fixed before staging reached the agency; the templated-design-phase QA then caught the mobile menu broken on first open, corrected before that phase closed. Pre-handoff QA ran through Site Checker — see our QA discipline for the categories and the fail-zero gate. The agency’s own QA layer — their tools, their process — ran post-handoff and surfaced issues into the shared backlog for our fix loop until they signed off.

Results

The outcome, restated plainly: 43 URLs across a custom design system on WP Engine, inside the 85-hour quoted budget. Both QA backlogs were worked to agency-acceptance levels and the launch checklist closed before the domain went live.

Process

Build and QA ran concurrently from the third week; the templated-design pass began before every build-phase QA item had closed — which is why the calendar is 120 days rather than the sum of sequential phases.

Team

Delivery team

• Nikita Tumasevic — lead developer across both build and templated-design phases
• Pavel Sazhin — project management and QA iterations
• Anna Polunina — project coordination, scope confirmation, and backlog review
• Dmitriy Belyaev — developer (sections and homepage fixes)
• Alexey Shalagin — QA iterations and meta-data implementation
• Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)

Agency-side project management and client-facing communication remained with the partner agency throughout. Our team was invisible to the end client.

For agencies commissioning a white-label WordPress build