38-Page Dental WordPress Build in 40 Days — White-Label Delivery for a US Marketing Agency

The Craft of a Build

38 pages of a dental practice website built to a single custom design — no template-library shortcut. Mid-stream, the agency added 68 blog-post redirects to the scope; the build absorbed the expansion without extending the 40-day timeline or the 57-hour budget. A 40-item issues backlog was worked down in parallel across 4 review rounds, with 45 agency-raised issues closed before handoff.

Snapshot

The Brief

A US marketing agency retained by Center for Advanced Dentistry — a San Jose-based general and cosmetic dental practice — handed us a Google Sheets workbook with a full URL map, a custom design specification, a launch checklist, and a pre-populated issues backlog. The build sat on the agency’s Plesk-managed hosting environment; the page builder was Elementor. The design source was the agency’s own Original Design, not a template library.

The ask: build all 38 pages against the custom design, migrate 25 blog posts, reconcile 68 blog-post redirects to service and lander pages, wire menus and contact forms, and work down the Issues Backlog and the Account Manager’s staging-review feedback until the agency accepted the site. Throughout, remain outside the end-client-facing loop; surface ambiguity back to the agency; do not improvise design, navigation, or CTA decisions.

How We Did It

1. One custom design, 38 pages, one build pipeline. Center for Advanced Dentistry’s pages were all built on the agency’s Original Design template: Homepage, About Us, Services Lander, 17 individual Service Pages (from preventive dentistry to All-on-4 implants), three doctor/staff pages (Meet the Dentists, Dr. Lim, Dr. Perez, Meet the Team), Smile Gallery, Blog Lander, patient resources (For Patients, Post-Op Instructions, FAQ, Refer a Patient), and 12 supporting pages (Contact, Reviews, Video Testimonials, Sitemap, Privacy Policy, and others). Every page took its layout from the design row assigned to it in the sitemap, and nothing was assembled freehand outside that design system.

2. Spec followed line-for-line, within the hours we scoped. We scoped all 38 sitemap rows in hours ourselves before the build and coded to those figures. Where the Homepage carried 22 hours and a standard service page 0.2–0.8, that was our budget for the row, and the aggregate came in at the agreed 57 hours for the project.

The reasoning here is straightforward: once the sitemap is scoped row by row, that scope stands in for the contract. The developer’s remit is to ship within each row’s hour budget, not to relitigate the price one page at a time.

3. Blog redirect reconciliation across 68 unique URL pairs. The practice’s legacy blog carried nearly 100 posts. The agency’s audit flagged 68 posts for removal and redirect to relevant service pages or the blog lander. We reconciled 68 unique URL-to-URL pairs in the RemoveRedirect Blogs workbook tab — each mapped from the legacy blog path to the final production target and verified against the redirect table. All rows closed before handoff.

3b. SEO metadata transferred manually — no SEO plugin was installed. The workbook’s checklist explicitly noted “No Yoast, RankMath”, so title tags and meta descriptions were copied from the live site into each new page by hand rather than pulled from a plugin database.

4. Two parallel QA loops, closed before launch. Issues were tracked in two parallel streams — the workbook Issues Backlog (46 rows, 40 closed as Completed) and the Account Manager’s staging-site review (tracked in a separate QA document and closed as resolved before handoff). The 49-row launch checklist — Design, Functionality, Content, SEO and Analytics, Responsive, and Domain & DNS columns — was signed off across the applicable categories before the site went live.

The 40-day calendar held because three streams ran in parallel — 38 pages against the custom design, 68-pair redirect reconciliation, and two-track Issues Backlog. Each closed independently against a shared 57-hour budget, so the fix-and-feedback tail absorbed the redirect expansion without pulling the timeline or reopening the estimate.

Results

What it came to: the agency’s 38-URL custom-design build shipped on the Plesk-managed WordPress environment, inside the 57-hour quoted budget. The Issues Backlog was worked down to agency-acceptance levels, the AM QA cycle closed, and the launch checklist signed off before cutover.

Operational Integrity at handoff

QA on this engagement carried two specific loads: the 68-pair redirect batch had been imported without leading slashes — sending /blog/highly-recommended-dental-treatments/ to a double-path 404 instead of /blog/ — and a metadata sweep found title tags, meta descriptions, and h-tags across the 38 pages not matching the live site. Both fixed before the agency received staging. Pre-handoff QA ran through Site Checker — see our QA approach for the categories and the no-fail check. Once it was in their hands, the agency went over the site a second time on its own tooling, logging findings into the shared backlog for us to clear up to sign-off.

Process

Phases overlap — the redirect-reconciliation work began before every build-phase QA item had closed, which is why the calendar is 40 days rather than the sum of individual phases.

Team

Delivery team

• Nikita Tumasevic — lead developer across build and reconciliation phases
• Anna Polunina — developer support on late-phase fix rounds and blog content wiring
• Evgeniy Karpov — QA iterations and staging-review verification
• Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)

Agency-side project management and client-facing communication remained with the partner agency throughout. Every email, status update, and sign-off Center for Advanced Dentistry received came under the agency’s name; the practice worked entirely with the agency and never knew a separate dev team had built the site.

For agencies commissioning a white-label WordPress build