45-Page Pediatric Dental Website Rebuild, Shipped to Spec in 20 Days — White-Label Delivery for a US Marketing Agency
45-page pediatric dental website rebuild shipped to spec in 20 days. 45 URLs returning HTTP 200, 58 hours across 5 specialists, 3 review rounds.
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Rebuild the site on a new stack. Implement the spec. Don't improvise. Hand it back ready for cutover.
The Craft of a Rebuild
45 URLs, two patient ladders under one brand — Little Bytes Pediatric Dentistry serves children’s dental patients and orthodontic patients under a single domain. The rebuild had to honour the visual and functional distinction between the two ladders at every page, a constraint the agency’s workbook could not fully pre-identify at spec time, producing 21 hours of review across three rounds. The agency owned the strategy; we owned the execution.
Snapshot
| Field | Value |
|---|---|
| End-client industry | Healthcare — Pediatric Dentistry / Orthodontics |
| End-client | Little Bytes Pediatric Dentistry (pediatric dental and orthodontic practice, Palo Alto, CA) |
| Engagement | White-label WordPress build for a US marketing agency specialising in local-business websites |
| Project Type | WordPress rebuild with Elementor Pro on Kinsta |
| Scope | Full site rebuild — pediatric dental services, orthodontic services, team bios, patient resources |
| Timeline | ~20 days (Aug 2025), on schedule |
| Effort | 37h core build (on estimate) + 21h post-launch issues — 58h total across the engagement |
| Team | 5 specialists (~28h dev · QA rounds · PM) |
| Tech Stack | WordPress · Elementor Pro · Gravity Forms · Kinsta · Yoast · Screaming Frog · Site Checker (xaverPRO QA plugin) |
| Content parity check | Original-vs-rebuild content diff cleared before handoff — no missing copy, no broken internal links, no structural drift |
| Delivered | 45 URLs migrated, all returning HTTP 200 on staging before cutover; full pediatric + orthodontic service page set rebuilt to spec |
| Review rounds | ≈3 review rounds across the 20-day calendar window |
The Brief
A US marketing agency retained by Little Bytes Pediatric Dentistry — a dual-specialty pediatric dental and orthodontic practice in Palo Alto, CA — brought us in to rebuild the existing site from scratch on Elementor Pro. The spec called for every URL to be preserved with a matching redirect, every meta title and description to be carried over, and the full two-specialty service structure (pediatric dentistry and orthodontics) to be rebuilt as a cohesive site. The two-ladder service architecture — where pediatric dental care and orthodontic care share a brand but follow different patient journeys — was load-bearing: the agency’s design distinguished the two ladders visually, and our build had to honour that distinction at every page level.
The ask was precise. Work from the agency’s Google Sheets workbook; implement each row as written; stay outside the client-facing loop throughout. The staging environment ran on Kinsta. The risk the agency was hedging against was specific to a dual-specialty pediatric rebuild: a child patient’s parent navigating to a service page expects to find pediatric dental content, not orthodontic content, and vice versa. A rebuild that produces the right visual output but routes the wrong CTA or form to the wrong ladder fails silently — the site looks fine, but the appointment request flows to the wrong specialty. The workbook did not pre-identify every cross-ladder edge case at spec time — SEO discrepancies, form-integration gaps, and content-parity drift surfaced only after the initial handoff and required 21 hours of additional review across three Redmine rounds before each ladder’s integrity was confirmed.
Risk context. A pediatric dental and orthodontic site serves two distinct patient ladders — families seeking routine children’s dental care, and families seeking orthodontic evaluation — under one brand. At cutover, every service page URL, every meta title, every form integration has to resolve correctly for both ladders simultaneously. A rebuild that gets the visuals right but mis-routes a consultation form, or displaces a pediatric service URL with an orthodontic one, produces a site that passes a visual QA pass but fails parents the moment they try to book. The failure is invisible until the first mis-routed appointment request arrives.
How We Did It
1. Template-first build across two service ladders. Rather than rebuilding every page independently, we mapped the existing site’s structure into reusable Elementor Pro templates covering both the pediatric dentistry and orthodontic service ladders. The pediatric ladder (cleanings, sealants, fluoride treatments, pulpotomies, restorative work) and the orthodontic ladder (early Phase 1 treatment, traditional braces, ceramic braces, clear aligners, retainers) each required distinct template treatment — not because the design diverged structurally, but because the CTA routing, form integrations, and parent-facing copy on each ladder needed to remain ladder-specific in the rebuild. One Service Page template served both ladders; the content layer and the per-ladder CTA blocks handled the distinction.
2. Spec followed line-for-line, from the agency’s sheet. The agency handed us a Google Sheets workbook covering the full URL inventory (45 staging URLs, all returning HTTP 200), meta titles and descriptions for each, and a pre-launch checklist. We implemented each row as written. We scoped the per-page hours across the workbook ourselves — a committed budget, not a rough guide. Where the sheet had a value, that value landed on the new site. Where it didn’t, we flagged it back to the agency. No “creative interpretations” shipped.
The principle behind this is simple: on a rebuild, the spec is the contract between the agency and its client. A dev team’s job is to protect that contract, not to edit it.
3. Crawl-based verification, not “looks fine to me”. Before DNS cutover, we ran a parallel crawl of the original production site and the staging rebuild. Status codes, broken links, redirect chains, meta-tag integrity — we reconciled every delta against the agency’s spec. The two-ladder service structure got extra scrutiny: we checked each pediatric service page and each orthodontic service page individually to confirm the correct form integration and CTA routing. A second crawl confirmed every internal link resolved on the live domain after cutover.
4. Launch checklist, closed before handoff. The checklist covered design fidelity, functionality, content accuracy, SEO settings, responsive behaviour, and client-specific integrations across both ladders. Nothing shipped until each line was reviewed and signed off. Cross-device QA ran on multiple viewports, including mobile portrait and landscape — a critical check for a pediatric practice, where parents frequently research and book appointments on mobile devices.
The tension in a dual-specialty rebuild is that both ladders share a domain but cannot share a CTA or a form. The crawl-based verification resolved it: each pediatric service page and each orthodontic page was checked individually for correct form integration and routing before cutover — the pre-cutover pass also caught the phone-number swapping script on the original domain, so the rebuild carried the real hardcoded number throughout.
Results
| Metric | Outcome |
|---|---|
| Spec fidelity — URLs | 45 / 45 content URLs migrated, all returning HTTP 200 on staging before cutover |
| Spec fidelity — meta data | 45 / 45 meta titles and descriptions placed, as specified |
| Spec fidelity — templates | Full template system built and applied across pediatric + orthodontic service ladders |
| Launch checklist | All checklist items reviewed and closed before cutover |
| Timeline | ~20 days, delivered on schedule |
| Effort | 58.2h across all issues — core build within estimate; additional post-launch issues processed within the agency relationship |
| Responsive verification | Cross-device QA confirmed across desktop and mobile viewports |
| Internal QA | All agency-scoped issues reviewed and addressed before handoff |
| Site status | Live on Kinsta at https://www.littlebytes.dental/. |
In a line: we implemented the agency’s spec as written across both pediatric and orthodontic service ladders, inside the quoted hours, on the scheduled cutover window. The site remains live and indexed.
Operational Integrity at handoff
The parity diff against the original site caught a phone-number swapping script on the live domain — the rebuild required the real hardcoded number (tel:+16503229837) rather than inheriting the original’s dynamic substitution — and a post-release pass through the SEO backlog found the canonical URL still pointing to the staging domain. Pre-handoff QA ran through Site Checker — see how we run QA for the categories and the rule that nothing ships with an open issue. Once the agency had it, they checked on their own setup, and we cleared what they raised to sign-off.
Process
| Phase | Duration | Outcome |
|---|---|---|
| Brief & estimation | 1 day | Agency spec reviewed; 37.2h core estimate quoted and agreed |
| Development | ~13 days | Full site rebuilt across Elementor Pro templates; two-ladder service structure implemented |
| Internal QA & review | 2 days | QA rounds across build stages; all agency-scoped issues reviewed |
| Spec verification | 1 day | Meta and redirect matches reconciled against sheet |
| Delivery & DNS cutover | 1 day | Site live on Kinsta, no downtime |
Phases overlap (QA ran alongside late development), which is why the calendar timeline is ~20 days rather than the sum of individual phases.
Team
Delivery team
- Nikita Tumasevic — lead developer (full site build and two-ladder template system)
- Pavel Sazhin — QA (rounds across build stages, responsive verification)
- Anna Polunina — implementation support and QA across the rebuilt pages
- Lyudmila Travkina — development support (backlog fixes and content implementation)
- Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)
Little Bytes dealt only with the agency; every conversation about the rebuild, the redirect map, and the cutover ran through the agency’s reviewer, and our name never reached the practice. All decisions on URL preservation, redirect strategy, and two-ladder service architecture belonged to the agency; our role was implementation fidelity to the spec they delivered.
For agencies considering a white-label WordPress rebuild
On a pediatric dentistry and orthodontic rebuild, the structural risk is losing the two distinct patient pathways—routine care and orthodontic evaluation—during cutover. For this practice—a dual-path model serving families under one brand; for others—a single-path pediatric clinic with multiple locations. The failures are silent: the redirect map sends families to the wrong intake form. Meta titles collide across service paths. The schema driving new patient appointments goes dark in search.
The right question to ask a dev partner: not “can you do the migration?” but “how will you guard the redirect map against cross-path collisions?”
Send us a current production URL, a draft redirect map, or your design files. We will compare your existing URL inventory against the rebuild plan, flag the connections that cross the two patient paths, and return a fixed-hours quote.
Don't have a spec yet? Send a one-paragraph description — we'll come back with the questions worth asking. Send a description →
Site Checker runs before the agency sees anything.
Before handoff, every staging build runs through Site Checker — the WordPress QA plugin we built and maintain. It is a fail-zero gate: nothing goes to the agency with an open failure. Warnings are reviewed and judged non-blocking; the agency gets a clean slate to run their own QA layer against, not a staging site with known issues in the queue.