21-Page Eye Care WordPress Build

Client (end user): Karan’s Vision Center — an independent optometry practice
Engagement: White-label development for a US marketing agency
Delivered: February – April 2025 · 59 days · 60 hours

The Craft of a Build

21 pages of an Eye Care WordPress build across five branded templates — AI-written content that replaced the original copy in full, and a designer’s brief requiring a subpage layout that read as a fresh design, not a visual copy. Built on WP Engine in 60 hours over 59 days, with all 34 agency backlog items closed before handoff.

The risk the agency is hedging against is a dev shop that builds accurate pages but leaves the migration half-done: URL slugs that quietly changed, internal links pointing to the staging domain, NAP-adjacent contact data (practice name, address, phone number) that is inconsistently worded across pages. In the Eye Care vertical, where patients find their optometrist primarily through local search, those silent mismatches are not cosmetic — they erode the practice’s search visibility without any visible build error to point to.

This case study is a record of that kind of layered build — an Eye Care WordPress site rebuilt on WP Engine and the agency’s branded template system, with AI-written content replacing the original, delivered inside the hour estimate.

Snapshot

The Brief

A US marketing agency was rebuilding Karan’s Vision Center — an independent optometry practice — on their branded WP Engine template system. The site’s existing URL surface would be preserved; the content would be replaced with a new AI-written set. The agency delivered us the site structure and work tracker, a Google Sheet with the new content per page, staging credentials on WP Engine, and a designer’s notes document with visual adjustments to make the new build distinct from the original layout. Our work was to build out each page, implement the design changes, and deliver a site the agency could take through their QA checklist and hand off to the client.

The agency’s brief included an explicit note about layout differentiation: the subpage layout needed to be different enough from the original practice website that it could not be considered a direct copy. That constraint ran alongside the content-replacement work — we were building new pages, not migrating old ones, and the template had to read as a fresh design against the same URL structure.

The risk framing for an Eye Care build maps to local-search continuity. An optometry practice’s acquisition channel is almost entirely local search — “eye doctor near me” or “Karan’s Vision Center” queries resolve to specific URL slugs and trust the contact data on those pages to match the Google Business Profile. A build that silently changes /service/dry-eye-therapy/ to /services/dry-eye/ breaks a URL the practice’s audience relies on. A build that puts the wrong phone number on two out of eleven service pages creates inconsistent NAP data that local-search algorithms treat as a signal problem. Our pre-handoff QA pass — specifically core settings verification, URL structure audit, and content-language sanitization — existed precisely to close those gaps before the agency’s QA layer ran.

How We Did It

1. Templates and pages — rebuilding the URL surface. We built 21 pages across 5 templates: Service Page applied eleven times across the optometry vertical’s standard service taxonomy (adult/senior eye exams, children’s eye exams, contact lenses, diabetic eye exams, dry eye therapy, emergency eye care, eye disease diagnosis, laser surgery consultation, myopia control, neurolens, optilight), plus Homepage, About Us, Brands, and Default Template pages. The service taxonomy follows the standard Eye Care vertical set — the same categories patients search for across independent optometry practices.

2. New content, new design — same URL surface. The content on each page was new: AI-written copy delivered by the agency, loaded per-page into the template against the existing URL slugs. Alongside the content replacement, the designer’s notes specified visual adjustments to differentiate the new build from the original layout — changes to subpage structure, hero and section layouts, imagery treatment — applied to ensure the site read as a fresh design rather than a visual copy of the outgoing site. Both operations ran on the same pages at the same time; keeping content accuracy and design fidelity in sync was the dev-side coordination challenge.

3. Fix-and-feedback loop until sign-off. After the initial build, the agency opened rounds of client and reviewer feedback through their shared backlog. Each round covered a mix of content accuracy (doctor photos, contact data, review-widget behaviour), layout and spacing adjustments, and page-level design refinements. 34 backlog items closed at 100% completion — every tracked item was resolved before handoff. The issue cadence reflected how this agency operates: individual change-log entries in their Google Sheet tracker, reviewed by their account manager, returned to us for implementation, and confirmed by their QA layer before closing. On pages where the client requested display-copy changes to location phrasing — the repeated “in Knoxville” in service-page titles — we kept the H1 element with the full location-inclusive title for local-search continuity and moved the visible copy to a subheading, rather than removing keyword-bearing content from the page.

4. Pre-handoff verification against the local-search surface. Before handing off, we ran our Site Checker pre-handoff QA pass — core settings, content and SEO surface (meta titles, slugs, canonical settings), URL structure, content-language sanitization across pages and menus, and multi-resolution screenshots. For an Eye Care practice, the categories that matter most for local-search continuity are exactly those: slug consistency, NAP-adjacent copy accuracy (practice name format, address, phone number), and canonical correctness. The pass confirmed the build was clean before the agency’s own post-handoff QA layer ran.

The layout differentiation constraint ran directly against the local-search H1 preservation requirement. Making the subpage design distinct enough to avoid copying the outgoing vendor’s work meant structural changes to every page; keeping «Dry Eye Therapy in Knoxville» as the H1 — not the visually cleaner truncated form the design suggested — meant not touching the element the local-search ranking depended on. Both conditions had to hold on the same pages at the same time.

Operational Integrity at handoff

Pre-handoff QA confirmed URL structure and H1 preservation across all 11 service pages — including the location-bearing «Dry Eye Therapy in Knoxville» H1 that the team explicitly retained for local-search continuity — and caught a broken internal link on /our-technology/ pointing to a non-existent /digital-eye-strain/ slug, resolved before the agency saw the build. 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: 21 pages built across 5 templates, AI-written content loaded, layout differentiated from the original site, 34 backlog items resolved, 56 launch-checklist items signed off — in 59 days, inside 60 hours.

Process

Team

Delivery team

• Nikita Tumasevic — lead developer (build, content loading, design adjustments)
• Vladimir Kozlov — developer (subpage layout, content implementation, design changes)
• Lyudmila Travkina / Pavel Sazhin — QA review and sign-off passes
• Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)

Agency-side project management, client communication, and design authority remained with the partner agency throughout. Our team was invisible to the end client; all change requests arrived through the agency’s shared change-log tracker, and each round was released to the next stage only after the agency’s reviewer signed off.

For agencies commissioning a white-label WordPress build