34-Page Oral Surgery WordPress Build in 109 Days — White-Label Delivery for a US Marketing Agency

The Craft of a Build

34 pages of an oral-surgery WordPress build across 10 branded templates, delivered in two phases for a US marketing agency. The first pass built every page against the per-page hours we scoped. The second, a Templated Design Development pass, reconciled 305 unique internal-link redirect pairs and worked down two QA backlogs to completion. The full 115-hour engagement closed across 109 days without overrun.

Snapshot

The Brief

A US marketing agency retained by Peninsula Oral Surgery and Implants — a Torrance-based oral surgery and dental implants practice — handed us a Google Sheets workbook with a full URL map, a templates catalogue, a launch checklist, and a pre-populated issues backlog. Everything was already provisioned on their WP Engine environment, with Elementor handling layout and Gravity Forms behind the form fills.

The ask was staged. First, build out all 34 pages into the agency’s 10 standard templates. Then, through a second phase the agency calls “Templated Design Development”, accept their per-page design deltas, reconcile the remaining SEO issues, and work down the Account Manager’s QA backlog. Throughout, remain outside the end-client-facing loop; surface ambiguity back to the agency; do not improvise design or SEO decisions.

How We Did It

1. Ten templates, 34 pages, one build pipeline. Peninsula’s pages spread across the agency’s standard dental template library: Homepage, About, Contact, Services Lander, Service Page (the heaviest — 15 service pages, which were structurally too diverse to share a single layout pattern and required custom ACF field groups per procedure type), Doctor Page (3 doctors), Smile Gallery, Blog Lander, Blog, and a Default fallback that caught 13 supporting pages (insurance, financing, patient forms, policies). The sitemap row dictated which template each of Peninsula’s pages picked up, and we held the line that no page got hand-assembled around the system. We used ACF Conditional Logic with Elementor to serve the right field layout for each procedure within the shared Service Page template rather than building separate page templates per type.

2. Spec followed line-for-line, within the hours we scoped. We scoped each row in hours before the build, and that figure set the ceiling we built to. The Homepage row read 4 hours, a standard service page 1, and those numbers were the brief — summed, the project landed on the 115 hours everyone had agreed.

Once a sitemap is scoped row by row, that scope is the agreement, plain and simple. Our part was to land each page inside its line-item hours, leaving the cost discussion settled rather than re-litigating it one page at a time.

3. Internal-link redirect reconciliation across 305 unique URL pairs. On-site link audit flagged hundreds of old-path hyperlinks embedded in body content. We reconciled 305 unique URL-to-URL pairs in the Links-with-Redirects workbook tab — each mapped from the staging path to the final production target and verified against the redirect table. All rows closed with status Fixed before handoff.

4. Two parallel QA loops, closed before launch. Issues were tracked in two agency-side backlog tabs — the SEO/Issues Backlog (50 rows, priorities from Low to Urgent) and the Account Manager’s QA-of-Staging-Site review (29 rows, flagged with screenshots against staging). Of those 79 items, 71 closed as Completed before launch; the balance were Info-Needed waits on the end client. The 29-row launch checklist — Design, Functionality, Pre-Migration, Post-Migration columns — closed behind both backlogs.

The two-phase structure — first-pass build followed by Templated Design Development — meant the per-page hours budget had to carry through both passes, not just the first. Holding to the same row-level budgets across 305 redirect pairs and two QA backlogs in the second phase was what kept the engagement from re-opening pricing when the reconciliation work began.

Results

Net of it: the agency’s 34-URL build shipped across 10 templates on the WP Engine environment, inside the 115-hour quoted budget. Two QA backlogs were worked down to agency-acceptance levels and the launch checklist closed before cutover.

Operational Integrity at handoff

On this build the QA load was led by stock-image duplication: the SEO Issues Backlog flagged a High-priority duplicate-image finding site-wide, an Urgent broken layout on the dental-implants page, a missing trailing slash on the homepage link, and three procedure pages returning unwanted redirects — all caught in the staging pass and resolved before the agency saw the build. That staging pass went through Site Checker. How we run QA covers the categories and the rule that no build ships with a finding open. After we handed off, the agency reviewed the site on its own toolchain, logging findings into the shared backlog for us to close until sign-off.

Process

The templated-design pass opened before the build phase had cleared its last QA item, so the two stretches ran into each other — that interleaving is why the calendar reads 109 days instead of the four phases added end to end.

Team

Delivery team

• Natalia Bogatel — lead developer across both build and templated-design phases
• Pavel Sazhin — QA iterations and fixes
• Nikita Tumasevic — developer support on late-phase customisation and link reconciliation
• 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. Peninsula Oral Surgery saw their agency’s name on every email and every handoff; our four-person team built the 34 pages and reconciled the 305 redirect pairs under the agency’s brand, and the practice never had a reason to learn we existed.

For agencies commissioning a white-label WordPress build