53-Page Dental Template Customisation

Client (end user): A1 Dental — Dr. Mila Poznyak, Cumming, GA
Engagement: White-label template customisation for a US marketing agency
Delivered: December 2025 · 138 days · 61 hours · 53 URLs · on schedule

The Craft of Template Customisation

53 pages of a dental template customisation — 43 Service Page instances across six procedure categories on a Kinsta-hosted Figma spec. Two non-system fonts, Avenir LT Pro and Stolzl, had to be sourced via Adobe Typekit before build could begin. The 550+ tracked issues across the agency’s backlog drove every QA pass; the discipline was keeping every change within the per-client override layer, away from the shared template base.

The value is speed with consistency — but only if the customisation is disciplined. A dev team that improvises against the Figma, or treats the issue backlog as noise rather than signal, leaves the agency carrying a QA debt they now own.

This case study is a record of a 53-page dental template customisation where the engagement did not end at initial handoff. The scope extended through a post-launch URL restructure that moved the entire service tree to city-based paths on a live site — a redirect-mapping operation requiring precision that no template ships pre-configured to deliver.

Snapshot

The Brief

A US marketing agency delivered us a Figma design for A1 Dental and access to their branded Kinsta-hosted dental template system. The upstream work was already done: design audit, client approval, hosting setup, content mapping via Google Docs per page. Our role was to take the agency’s template — a production-grade system serving multiple dental practices — and customise it faithfully to the Figma, page by page, breakpoint by breakpoint.

The practice is a solo general dental office in Cumming, GA, offering a broad service menu: cosmetic procedures including Invisalign and veneers, implant-level restorative work, preventive and family care, and newer techniques such as Curodont no-drill cavity treatment and Piezosurgery. The 53-page scope reflects that breadth: the agency built a service taxonomy with six primary categories (cosmetic, emergency, family, preventive, restorative, plus sedation and TMJ) and populated each with individual procedure pages. Service Page was the dominant template — applied 43 times across the sitemap.

The agency also specified two custom web fonts — Avenir LT Pro and Stolzl — that were not system fonts and required sourcing before development could begin.

What the agency needed to guard against was a development team that customises a client’s template without maintaining the strict boundary between per-client overrides and shared template components. A dental template serving multiple practices at once cannot tolerate one project’s customisation leaking into the shared layer; when that happens, the agency discovers the problem only when a different client’s site breaks, not during handoff. The discipline the agency hired for was containment — every change scoped to the per-client override layer, nothing touching the shared base.

How We Did It

1. Figma-as-contract, template-as-canvas. The agency’s Figma file was the design specification. The branded dental template was the underlying page structure. We chose template-based customisation over building each page from scratch because the agency’s template system already provided production-tested patterns for every page type — the work was faithful adaptation, not ground-up creation. Our job was to reconcile the two: where the template’s default layout matched the Figma, we kept it; where the Figma required a deviation — typography adjustments using the custom Avenir LT Pro and Stolzl fonts, layout modifications on services landers, per-page content block configurations — we customised at the per-client override level. No design decisions were made on our side.

2. Service taxonomy at scale. Forty-three of the 53 pages used the Service Page template, each requiring individual Figma-to-template reconciliation. The service categories were hierarchical — category landers (cosmetic, emergency, family, preventive, restorative) each had between four and eight child procedure pages, each with its own Figma frame and its own content block configuration. Consistency across that hierarchy — matching heading weights, imagery placement, CTA wording, and form integration — was the build discipline, not a creative decision.

3. QA cycle at template-customisation scale. A clean template customisation is not “build once, review once”. Over the 138-day engagement, the agency tracked 550+ items across the two issue-backlog tabs (289 SEO findings and 261 CX findings) against an 81-item launch checklist. Each round — internal links updated from the workbook, client feedback incorporated, content swapped from placeholder to supplied copy — was returned to the agency only after the preceding round’s items were cleared. The volume of tracked items is the discipline record, not a sign of instability.

4. Post-launch URL restructure. After initial launch, the agency directed a full URL restructure: the service tree at a1dentalclinic.com/services/ was to move to a1dentalclinic.com/cumming/ to support city-specific local-search targeting. The implementation involved setting up the /cumming/ path for every service and procedure page, writing the corresponding 301 redirect rules from the old /services/ paths, and resolving inventory gaps — pages that had been live under the old structure but were absent from the original workbook sitemap, requiring manual identification and coordination with the agency before the redirect layer could be committed. This was carried out on the live production site, with the agency’s QA tooling verifying redirect correctness after each batch was deployed.

5. Cross-device verification. Site Checker’s multi-resolution screenshot capture ran across every page before initial handoff and again after the URL restructure was complete. Typography rendering on Avenir LT Pro and Stolzl — both non-system fonts — was verified at mobile, tablet, and desktop viewports; custom font loading edge cases (fallback rendering, FOUT during cache miss) were confirmed non-blocking before handoff.

Operational Integrity at handoff

The agency’s 81-item launch checklist flagged 3 service pages returning 404 on status-code sweep before handoff; the post-launch URL restructure added a second QA pass via a formula-driven redirect spreadsheet where every /services/ path was red-flagged until it resolved — pages in the live menu but absent from the original sitemap were identified manually and mapped before the redirect layer was committed. 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

• 53 URLs delivered — homepage, doctor bio, about, insurance & financing, 3 legal/policy pages, blog lander, areas-we-serve lander, contact, and 43 service pages across 6 primary dental service categories
• 10 reusable templates applied across all pages, all kept within per-client override scope
• 550+ tracked QA items across SEO and CX backlogs reconciled against an 81-item launch checklist
• Post-launch URL restructure delivered: full /services/ → /cumming/ redirect map implemented on the live site with agency-verified zero-regression
• 138 days · 61 hours — development, QA iterations, redirect implementation, and project management, on schedule
• Hosting: Kinsta (agency-managed); custom web fonts (Avenir LT Pro, Stolzl) integrated without fallback-render issues

Process

Note: QA and development ran concurrently from phase 3 onward — dev-side fixes and agency-review cycles overlapped throughout the engagement.

Team

Delivered white-label — the agency’s design, hosting, content sourcing, and client communication remained upstream of our engagement.

For agencies with a branded template system