98-URL Dental Template Scaffold for a New Practice

Client (end user): Maison Dental Studio — a new dental practice in Youngsville, Louisiana, operated by Dr. Kaleb Murray and Dr. Sam Mullen
Engagement: White-label template customisation for a US marketing agency
Delivered: September–December 2025 · 100 days · 64 hours · 24 live pages delivered + 98-URL full-site scaffold built · on schedule

The Craft of Template Customisation

Ninety-eight URLs planned in the agency’s workbook for a new two-doctor dental practice in Louisiana — 24 with confirmed content, 74 as scaffold awaiting population — all customised against the agency’s Luminous template to a Figma-specified per-page design on Kinsta. For a practice that had not yet treated its first patient, the architectural decisions made during the build were the ones the agency’s future SEO work would build on. Every URL in the workbook was built as planned, including the geo-location sub-directories.

The value is speed with consistency — but only if the customisation is disciplined. A dev team that “interprets” the Figma, skips QA rounds, or deviates from the template’s design system is worse than starting from scratch.

This case study is a record of a template customisation executed to the agency’s Figma, with a QA profile that reflects the particular demands of building for a brand-new practice with an SEO architecture designed to grow into.

Snapshot

The Brief

A US marketing agency set up a Kinsta staging environment pre-loaded with their Luminous dental template and delivered a Figma homepage design and a structured workbook for Maison Dental Studio, a new two-doctor practice opening in Youngsville, Louisiana. Dr. Kaleb Murray and Dr. Sam Mullen each required a dedicated Doctor Page; the agency also specified a before-and-after photo gallery, a multi-location service architecture spanning five surrounding communities (Broussard, Lafayette, Milton, New Iberia, Woodlawn), and a range of service sections across general, cosmetic, restorative, periodontic, and oral-surgery dentistry. The agency had planned the full URL structure in the workbook before development began.

The brief was to customise the Luminous template to the Figma, build out the complete URL scaffold across all 98 planned pages, deliver the 24 pages that had confirmed content at the time of handoff, and structure the remaining 74 service sub-pages and geo-location pages as ready-to-populate template instances. The agency would feed content to those pages in subsequent rounds.

The workbook specified a patient reviews section in the sitemap, but the practice had no existing patient reviews at build time — that page was built as a template instance and deferred for post-launch content population, a limitation inherent to building for a practice that had not yet begun treating patients.

A new practice’s website carries a particular structural risk that does not exist on a site refresh or a migration. There is no existing content to anchor the architecture — every structural decision made during template customisation sets the floor that SEO work will build on. For the agency, the question is whether the dev team will follow the workbook’s planned URL structure precisely, even for pages that have no content yet, or whether they will simplify the architecture to reduce build scope. Simplifying means undoing foundational SEO structure at a later date, when redirects and content migrations are far more expensive. Every one of the 98 URLs in the workbook was built as planned, including the geo-location sub-directories, regardless of whether content was available at handoff.

How We Did It

1. Figma-as-contract, template-as-canvas. The Luminous template provided the branded structure. The homepage Figma was the visual specification. Where the Figma required specific layouts — including the dual-doctor section, the before/after photo gallery, and the location-specific service sections — we built those against the template’s existing components, customising at the per-client layer rather than modifying shared template elements.

2. Two doctor profiles on one template. Maison Dental Studio’s Doctor Page template was applied to both Dr. Kaleb Murray and Dr. Sam Mullen, each with distinct credentials, photos, and bio content. The agency’s workbook included a separate Google Doc for each doctor page. A QA finding during the build flagged that one doctor image had been loaded incorrectly — the wrong physician was shown on one page. That was caught and corrected before handoff as part of the issues-backlog resolution cycle.

3. Scaffold-first build for a future-state URL architecture. Seventy-four of the 98 planned pages had no client content at the time of build — the agency’s workbook noted these explicitly, and the chat record confirms the team identified and flagged each gap in the CX backlog rather than building placeholder pages silently. The five geo-location service directories (Broussard, Lafayette, Milton, New Iberia, Woodlawn — each with five service sub-pages) were built to the exact URLs in the sitemap, including the 15 internal redirect mappings that handled initial traffic routing while sub-pages awaited content. We chose to build the full scaffold rather than defer the 74 content-pending pages because deferring would have required URL restructuring with redirects at content-population time, resetting every deferred page’s path to search indexing. This preserved the URL architecture for future SEO work without requiring a restructure at content-population time.

4. QA cycle at template-customisation scale. Of the 23 tasks tracked in Redmine, 15 were QA iterations — individual rounds where the agency flagged design and content deltas across the SEO and CX issue backlogs. The combined backlog ran to 127+ items: SEO issues (logo removal, reviews-section handling, missing images, meta-title accuracy, URL structure) and CX issues (content-design mismatches on the blog lander, contact-page layout decisions, doctor image accuracy, hiding sections without confirmed content). Each round was closed only when the agency-side reviewer confirmed the resolution.

5. Cross-device verification. QA covered desktop, tablet, and mobile viewports for each affected page on every round. A typography-sizing deviation from the Figma (a 96 px heading that was too large for live use) was identified during QA review and corrected with the agency’s input. The contact-page layout was refined through a direct developer-QA conversation to resolve a form-and-image composition issue. Mobile layout shifts (a post-launch finding) were addressed through dedicated fix tasks.

Building for a practice with no existing content meant the scaffold had to be the work — not a deferred phase. All 74 content-pending pages were built to the sitemap URL before any content existed, so the agency’s SEO architecture was in place on day one rather than requiring URL restructuring when content arrived later.

Operational Integrity at handoff

Site Checker flagged a template carry-over in the Luminous dental template’s contact block — a California placeholder address with a Cyrillic-encoded Google Maps URL that would have produced broken links on any page that inherited the block; the developer confirmed it was unused and removed it before handoff. 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.

Customisations stayed in the per-client overrides; the agency’s shared Luminous template components were not modified.

AutoQA gates (Links / Email / Content AI checks) — agency-managed — were active on this project per the workbook’s AutoQA Setup tab.

Customisations stayed in the per-client overrides; the agency’s shared template components were not modified.

Results

The outcome restated plainly: the agency’s Figma was implemented against the Luminous dental template, the full 98-URL architecture was built as planned in the workbook, 24 pages were live at handoff with confirmed content, and the remaining 74-page scaffold was clean and ready for content population — over 100 calendar days, inside the estimated hours.

Process

Development and QA ran concurrently throughout — the backlog loop from initial handoff through final sign-off spanned nearly three months, characteristic of a new-practice build where content population and design approvals happen in stages.

Team

Delivery team

• Evgeniy Karpov — lead developer (template customisation, Figma-to-layout mapping, initial build)
• Timur Arbaev — QA lead (review rounds, issues-backlog management, sign-off gating)
• Pavel Sazhin — QA iterations and fix rounds
• Nikita Tumasevic — developer (team coordination on this engagement)
• Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)

The agency’s design, content strategy, client relationship, and hosting infrastructure were upstream of our engagement throughout. The development team had no direct contact with Maison Dental Studio. Work items were routed through the agency’s shared issue backlog, and each round was closed only when the agency’s reviewer signed off.

For agencies with a branded template system