41-Page Dental Template Customisation

Client (end user): Dentistry on Main Street — a US dental practice in New Port Richey, FL
Engagement: White-label template customisation for a US marketing agency
Delivered: April 2025 · 47 days · 47 hours · 41 mapped URLs · on schedule

The Craft of Template Customisation

41 pages of Dentistry on Main Street mapped onto the agency’s Template 6 on WP Engine — built from content migrated off the acquired ESI Dentistry site with every brand reference, location, and staff detail replaced before launch. The agency asked whether an automated find-and-replace would cover it; the answer was no. Meta titles, doctor bios, contact emails, and body-copy location mentions each required individual verification. The 11-template structure was straightforward; the sanitization layer was where the work was.

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 dental template customisation executed under a tight launch deadline, where the work included not only Figma-to-template mapping but also the migration and sanitization of legacy content from an acquired practice’s site.

Snapshot

The Brief

A US marketing agency delivered us a Figma design for Dentistry on Main Street and a deployment target on their branded WP Engine-hosted template system. The practice had recently acquired the New Port Richey location from an existing dental group and was rebranding under the Dentistry on Main Street identity. The agency had already done the upstream work: design audit, client approval, hosting setup, and content sourcing from the legacy site. What they needed was a development team that would map the Figma onto the template faithfully, migrate the legacy content, and sanitise every reference to the old brand before launch.

The ask was operational and time-sensitive. Take the Figma as the source of truth. Customise the template to match it page by page. Migrate content from the legacy site, but find and replace every instance of the old brand name and remove all references to locations outside New Port Richey. Raise QA findings back to the agency in the shared workspace; don’t close them without agency sign-off.

What the agency needed to guard against was a dev shop that would treat a rebrand migration as a bulk-copy exercise. The agency asked whether we could run an automated find-and-replace script across all migrated content — and while that would have handled surface-level text replacement, it could not catch every context-dependent occurrence of the old brand name: meta titles, email addresses, Instagram handles, and location references embedded in body copy each required individual judgement. We performed the automated pass as a first cut, then verified every occurrence manually across all 41 pages. With 41 pages of legacy content — service pages, doctor bios, financial pages, and blog posts — all carrying the old brand’s name, location references, and metadata, the risk was not in the template customisation itself, but in letting a single outdated reference leak into the live site. A dental practice launching under a new brand cannot afford a homepage meta title that still names the predecessor, or a doctor bio that references the wrong city. That is the discipline the agency hired for, and it is what the 25-item QA backlog on this project was built to verify.

How We Did It

1. Figma-as-contract, template-as-canvas. The Figma file was the design spec. The branded template was the underlying page structure. Our job was to reconcile the two page by page — where the template’s default layout matched the Figma, we kept it; where the Figma required a deviation, we customised. No design decisions originated on our side.

2. QA cycle at template-customisation scale. A clean template customisation is not “build once, review once”. It is “build, QA, adjust, QA, adjust”. Of the 13 tasks tracked on this project, 9 were QA or fix iterations — individual rounds where the agency flagged design deltas, content discrepancies, or rebrand sanitization issues, we reviewed, fixed, and returned the build for another review. This volume is not a sign of instability; it is the discipline that separates a templated site that looks “roughly right” from one that matches the design and the rebrand spec.

The principle behind this is simple: on a templated build, the QA loop is where the value is delivered. A shorter QA cycle is a weaker match to the design, not a faster delivery.

3. Customisation without drift. Over the course of the project, every change we made to the branded template — whether to a page layout, a section component, or a style token — was documented against the Figma reference. We chose to scope each customisation to its individual page rather than modifying the shared template stylesheets or component partials, because the branded template served other client sites in the agency’s portfolio and a template-level override would have propagated unintended changes to those builds. No customisation “leaked” into the template’s shared components, which means this project’s work did not degrade the template for the next site it would serve.

4. Cross-device verification. Customisations were QA’d against Chrome, Firefox, Safari, and Edge on desktop, tablet, and mobile viewports — the standard agency breakpoint set. Each QA round covered the pages affected by the round’s design deltas, not the whole site, which is how a templated build stays efficient without losing coverage.

The constraint here was not a deadline but a scope boundary — 41 pages to migrate and sanitize with Tampa locations and ESI references explicitly excluded before any page went live. That boundary forced a content-audit pass first, before template customisation began, which is what made the 9-round QA cycle tractable: each round was reviewing customisation deltas, not re-checking whether a predecessor brand reference had slipped through.

Operational Integrity at handoff

QA on this rebrand migration ran across four categories tracked in the shared workbook: brand-sanitization (old ESI email address courtney@esidentistry.com in the footer, Friday-hours text referencing the predecessor), five broken /locations/ redirects, duplicate meta descriptions on seven migrated pages, and /?service= URL parameters the agency needed removed before launch. 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 template components were not modified.

Results

The outcome, restated plainly: the agency’s Figma was implemented against their branded template across 41 pages and 11 templates, over 47 calendar days, inside the 47-hour estimate — with legacy content migrated and sanitised for the new brand.

Process

Development and QA ran concurrently — this is characteristic of template-customisation work, where no “QA phase” closes cleanly; the loop runs continuously until the agency signs off.

Team

Delivery team

• Nikita Tumasevic — lead developer (template customisation and Figma-to-layout mapping)
• Anna Polunina — developer (page customisation, content migration, and stock imagery)
• Natalia Bogatel — developer (final changes, design-advice implementation, and backlog fixes)
• Pavel Sazhin — QA iterations and fix verification
• Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)

Agency-side project management, design, and client communication remained with the partner agency throughout. Our team was invisible to the end client. All customisation requests came through the agency’s shared issue backlog; nothing about the build was visible to the end client directly. Each QA round was closed only after the agency-side reviewer confirmed the delta was resolved.

For agencies with a branded template system