43-Page Pediatric Dentistry WordPress Build in 120 Days — White-Label Delivery for a US Marketing Agency

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.

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. We scoped each sitemap row in hours. 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, within the hours we scoped. We scoped each row in hours ourselves before the build and coded to that figure. Where a row carried a higher 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.

That holds for a reason: when a sitemap arrives already priced row by row, that workbook is what both sides are bound to. The developer delivers within each row’s hour budget rather than reopening the costing one page at a time.

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 49-item launch checklist — covering design, functionality, content, and SEO categories — closed behind both backlogs.

4. ZocDoc booking widget integration and a clean geo-page rollout. 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 where letters kept dropping from the 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 — our QA approach covers the categories and the rule that no critical issue ships. After handoff the agency checked the build on its own tools, logging findings into the shared backlog for our fix loop until sign-off.

Results

The short version: 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
• 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. Little Roots saw the agency as the team behind their site; our developers stayed one step back, building and fixing without ever appearing on a call or an email to Westbury.

For agencies commissioning a white-label WordPress build