72-Page Dental WordPress Rebuild, Shipped to Spec in 18 Days — White-Label Delivery for a US Marketing Agency
72-page dental WordPress rebuild on WP Engine — 18-day core span, 58 hours, 71 redirects and meta descriptions matched to spec, 10-week retained tail.
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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
Seventy-two pages of a dental practice website rebuilt as individual visual reproductions — each page matched to the original design, not collapsed into generic templates, across an 18-day sprint on WP Engine. The agency owned the URL map and the meta-data spec; our team reproduced every page block for block, comparing staging against the original with a visual diff tool before cutover.
This case study is a record of one such rebuild, in which the agency owned the strategy and we owned the execution.
Snapshot
| Field | Value |
|---|---|
| End-client industry | Healthcare (Dental) |
| End-client | Pharr Road Dentistry (Dr. Keya Patel and Dr. Paul McDonald DDS, Atlanta, GA) |
| Engagement | White-label WordPress build for a US marketing agency specialising in local-business websites |
| Project Type | WordPress rebuild with Elementor Pro on WP Engine |
| Scope | 72 URLs migrated as individual original-design reproductions, with 17 specialty service pages, blog archive, and booking integration |
| Timeline | 18-day core build (27 Dec 2024 – 14 Jan 2025), with retained fix-and-refinement cycle through March 2025 |
| Effort | 58 hours — no scope creep on original spec |
| Team | 2 specialists (46h dev · 12h PM) |
| Tech Stack | WordPress · Elementor Pro · Gravity Forms · WP Engine · 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 | Spec followed line-for-line — 71 redirects, 71 meta titles, 70 meta descriptions, 45 launch checklist items |
| Retained engagement | 7 further refinement rounds across the next 10 weeks — homepage fixes, 404 cleanup, pre-launch issues, booking-link updates, staff headshots, and widget corrections — each delivered in additive sprints inside the same agency relationship |
| Engagement cadence | 12 agency-raised issues · 11 of 12 closed by handoff (74-day active span, 2025-01-13 – 2025-03-27) |
| Review rounds | ≈4 review rounds |
| Launch checklist | 45 items, signed off before cutover |
The Brief
Pharr Road Dentistry operated an established WordPress site with a broad specialty footprint — seventeen service pages covering everything from dental implants and Invisalign to sleep dentistry and TMJ treatment — plus a busy blog archive and integrated booking flow. The agency had already produced the sitemap, audited the meta data, and specified the design reproduction. Our job was to rebuild the site on WP Engine as a visual replica of the original, page by page, without collapsing the custom layout into generic templates.
The spec we received was a Google Sheets workbook with six tabs: a full sitemap mapping old URLs to new staging paths, repeating content blocks, template reference, settings, a 45-item launch checklist, and an issues backlog. We were asked to stay outside the client-facing loop, reproduce every design decision as written, and flag any data inconsistencies back to the agency. Pharr Road Dentistry’s contact was the agency, start to finish; we reproduced and shipped all 72 pages behind that wall, with the practice never aware a separate dev team was on the work.
The risk the agency was hedging against was not SEO collapse — they had that handled. It was the dev shop that would treat a rebuild as a one-and-done launch, missing the data rot that accumulates after cutover: wrong phone numbers in footers, fake buttons that never linked anywhere, third-party copyright lines left behind, archive pages that clutter the crawl. On a site with seventy-two pages and a long post-launch fix cycle, the real test is not whether the homepage loads on day one.
Risk context. On a rebuild of this scale, the risk surface does not close at launch — it extends across the weeks that follow, as edge cases that passed cutover quietly begin to surface: stale third-party integrations, images that 404 on secondary pages, booking-system links that reference a scheduler the practice no longer uses. The risk is not the launch itself — it is the accumulated noise that remains after launch: wrong phone numbers in footers, fake buttons that never linked anywhere, third-party copyright lines that should have been removed, archive pages that clutter the crawl. Each of these surfaced in actual post-launch fix rounds for this project — the deprecated booking links, the third-party footer copyright, and the unlinked social icons each required separate cleanup tickets outside the original sitemap. On a site with dozens of service pages and a retained engagement running for months, the real test is not whether the homepage loads, but whether every page is still correct three months later. The agency hired us because the rebuild had to stay clean under sustained attention.
How We Did It
1. Design-faithful reproduction, page by page. The original site carried a custom design language that the agency wanted preserved exactly — not templated, not reinterpreted. Rather than forcing the layout into reusable templates, we rebuilt all 72 pages as individual visual reproductions, matching the original design block for block:
- Homepage — hero, trust signals, and service overview
- Specialty service pages — 17 individual treatment pages (implants, veneers, Invisalign, sedation dentistry, and more)
- Reviews page — patient testimonial integration
- Blog archive and posts — article grid and individual post layouts
- Contact page — location, form, and booking integration
72 pages, each reproduced to match the original. Future design edits on the agency’s side are managed per page, preserving the custom visual identity.
2. Spec followed line-for-line, from the agency’s sheet. The agency handed us a Google Sheets workbook: every URL to migrate with its target path, every meta title and description to port, every design assignment, every client-specific integration (CallRail, Google Analytics 4, reCAPTCHA, live chat, NitroPack, footer copyright verification). We implemented each row as written. Any cell the workbook filled in was reproduced exactly on the new site; any cell it left blank went back to the agency as a query rather than a guess. No “creative interpretations” shipped.
The reasoning is plain enough: on a rebuild, the spec stands as the contract the agency has already struck with its client, and a development team is there to honour that contract rather than rewrite it. Every call on URL preservation and redirect strategy stayed with the agency; what we owed them was faithful implementation of the spec as delivered.
3. Crawl-based verification, not “looks fine to me”. Ahead of the DNS cutover we pointed Screaming Frog at the old production site and the staging rebuild together and read the two crawls against each other. Status codes, broken links, redirect chains, meta-tag differences — we settled each discrepancy against the agency’s spec. Once the site went live, a follow-up crawl verified that every internal link still resolved on the production domain. The crawl also surfaced ~800 extraneous archive pages that were cleaned from the index before handoff.
4. 45 launch checklist items, closed before handoff. Seven categories: Design, Functionality, Content, SEO & Analytics, Responsive, client-specific integrations, and a 7-step Domain & DNS migration to WP Engine. No line left the checklist until it had been signed off, and nothing shipped while one stayed open. Cross-device QA covered Chrome, Firefox, Safari, and Edge across six viewports — 1920, 1280, 1024, iPad, mobile portrait, and mobile landscape.
Nine issues across 74 days — core build plus booking-link updates, 404 cleanup, homepage fixes, and staff headshots, each delivered in its own sprint against the same agency relationship. The retained cadence meant defects that surfaced in production had a clear path to resolution, not a negotiation about whether they were in scope.
Results
| Metric | Outcome |
|---|---|
| Spec fidelity — redirects | 71 / 72 content URLs redirected, as specified |
| Spec fidelity — meta data | 71 / 72 meta titles and 70 / 72 meta descriptions placed, as specified |
| Spec fidelity — templates | Original Design reproduced across all 72 pages |
| Launch checklist | 45 / 45 items signed off before cutover |
| Timeline | 18-day core build, with retained tail through March 2025 |
| Effort | 58h — no scope creep on original spec |
| Responsive verification | Zero layout issues across 4 browsers × 6 viewports |
| Internal QA | All agency-scoped issues closed before handoff (12 of 12 flagged; 0 remaining) |
| Site status | Live on WP Engine at https://www.pharrroaddentistry.com/. |
| Retained engagement | 7 further refinement rounds across the next 10 weeks — homepage fixes, 404 cleanup, pre-launch issues, booking-link updates, staff headshots, and widget corrections — each delivered in additive sprints inside the same agency relationship |
In sum: we implemented the agency’s spec as written, inside the quoted hours, with all agency-scoped issues closed. A year on, the build remains in production.
Operational Integrity at handoff
The pre-handoff parity diff ran across all 70 URLs — original vs staging — and surfaced two defect categories before the agency saw the build: slug mismatches (/services/ instead of the original /specialty/ path prefix) and a third-party copyright line (© Copyright 2025 GrowthPlug, Inc) in the footer that was not on the original site and had to be stripped before handoff. Pre-handoff QA ran through Site Checker — see our QA approach for the categories and the zero-defect bar we clear before handoff. The agency then ran its own verification and logged defects into the shared backlog, which we cleared until they confirmed the site ready to promote.
Process
| Phase | Duration | Outcome |
|---|---|---|
| Brief & estimation | 1 day | Agency spec reviewed; 58h quoted and agreed |
| Development | ~12 days | Full site rebuilt as 72 individual page reproductions |
| Internal QA & review | ~4 days | 13 issues logged; all agency-scoped work closed |
| Spec verification | 1 day | Meta and redirect matches reconciled against sheet |
| Delivery & DNS cutover | 1 day | Site live on WP Engine, no downtime |
Phases overlap (QA ran alongside late development), which is why the calendar timeline is 18 days rather than the sum of individual phases.
Team
Delivery team
- Nikita Tumasevic — lead developer (full site build and design reproduction)
- Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)
Agency-side project management and SEO strategy remained with the partner agency throughout. Dr. Patel and Dr. McDonald’s practice knew the agency as their web partner; our role stayed off the record on their side of the engagement.
For agencies considering a white-label WordPress rebuild
On a multi-location dental group rebuild, the redirect map and content continuity determine whether the site holds up after launch — not just on day one, but months later when edge cases surface. For this practice — a multi-provider group migrating from an older platform; for others — a single-location clinic with a simpler content set. Old URLs that the agency built rankings for will quietly return 404 when the redirect map misses a row. Meta-titles and descriptions will be silently overwritten by the new theme, changing SERP snippets overnight. Schema markup from the original site will disappear on import, dropping rich results from the agency’s audit dashboards.
The question to ask a dev partner before committing is not “can you rebuild the site?” — it is “how exactly will you preserve the redirect map and meta signals through launch?”
Send us a current production URL, a draft redirect map if you have one, or your design files. We will walk the redirect map against your content inventory, spot the pages likely to lose rankings, and return a fixed-hours quote. Free review, fixed quote in hours.
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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.