38-Page Dental WordPress Build

Client (end user): Center for Advanced Dentistry — San Jose, CA
Engagement: White-label development for a US marketing agency
Delivered: Jan – Mar 2025 · 40 days · 57 hours across build + fix-and-feedback tail

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.

This case study is a record of such a build — a 38-page dental practice site delivered against a custom design, with a blog-redirect reconciliation tail that ran parallel to the fix-and-feedback stretch.

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). Each page was built against the design row in the sitemap; no page was hand-rolled outside the design system.

2. Spec followed line-for-line — including the per-page Hours Estimated column. The agency’s 38-row sitemap workbook carried an Hours Estimated value for every row. We implemented against that value. Where the Homepage carried 22 hours and a standard service page carried 0.2–0.8 hours, that was our budget for the row, and the aggregate came in at the agreed 57 hours for the project.

The principle behind this is simple: on a build with a pre-costed sitemap, the workbook is the contract. A dev team’s job is to deliver inside the row-level budgets, not to re-open the pricing conversation page by page.

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 52-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

The outcome, restated plainly: 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 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.

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. Our team was invisible to the end client.

For agencies commissioning a white-label WordPress build