63-Page Oral Surgery WordPress Build

Client (end user): St. Augustine Oral & Facial Surgical Center — St. Augustine, FL
Engagement: White-label development for a US marketing agency
Delivered: January – March 2025 · 58 days · 35 hours across build and pre-launch reconciliation phases

The Craft of a Build

A 63-page oral and facial surgery build, procedure taxonomy three levels deep, handed to the dev team with a 70-row workbook and six section-level redirects. The agency’s pre-launch issue list surfaced meta-tag mismatches at sub-procedure depth and 404 errors on surgical paths that referring-provider links target. The build team’s job was to close those signals before DNS cutover — not to push them to an agency’s post-launch backlog.

This case study is a record of exactly that kind of disciplined execution — a deep-taxonomy oral surgery build delivered for a US marketing agency in the oral and facial surgery segment.

Snapshot

The Brief

A US marketing agency retained by St. Augustine Oral & Facial Surgical Center — a Florida practice offering oral surgery, dental implants, bone grafting, jaw surgery, and facial cosmetic procedures — handed us a Google Sheets workbook with a 70-row URL map, section-level redirect flags, a launch checklist, and Elementor installed on a WP Engine staging environment. The workbook’s Template tab listed a single template source — Original Design — signalling that the build was a faithful reconstruction of the existing site structure rather than a clean-sheet layout. The forms plugin was Gravity Forms; the SEO plugin was to be Rank Math (the agency confirmed an active licence during the pre-launch phase).

The ask: rebuild all 63 pages faithfully against the existing floridafacedoc.com URL surface, implement six section-level redirects that consolidate lander paths into their first-content subpage (e.g. /contact-us/ → /contact-us/contact-information-office-map/, /surgical-instructions/ → /surgical-instructions/before-anesthesia/), and resolve the pre-launch issue list before the agency signed off for DNS cutover. Design, content, SEO strategy, and client communication remained with the agency throughout.

How We Did It

1. One template source, 63 pages, site-wide structural fidelity. St. Augustine Oral & Facial Surgical Center’s site runs six top-level sections, each with its own hub page and sub-pages: Procedures (34 URLs covering surgical implants, bone grafting, wisdom teeth, jaw surgery, TMJ disorders, sleep apnea, impacted canines, platelet-rich plasma, and facial trauma), Patient Information (9 URLs covering registration, insurance, first-visit, financial policy, online videos, and privacy), Surgical Instructions (7 URLs covering anesthesia prep, extractions, implant surgery, and impacted-tooth exposure), Facial Cosmetic Procedures (10 URLs covering facelift, rhinoplasty, genioplasty, brow lift, eyelid surgery, Botox, and four cosmetic-filler sub-pages), and Meet Us (2 URLs for the doctor bio and staff pages), plus homepage, contact, and disclaimer. All 63 completed URLs were built on the Original Design template and matched to the production site structure.

2. Spec followed line-for-line — including the per-page Hours Estimated column. The workbook’s sitemap rows carried Hours Estimated values summing to the agreed 35-hour budget. The homepage received the largest row allocation; standard sub-procedure pages carried per-row estimates of 0.2–0.5 hours. We implemented against each value. The aggregate matched the project quote.

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. Six section-level redirect pairs, all mapped before launch. The workbook flagged six lander paths for 301 redirect: the parent hub pages for contact, patient information, meet us, surgical instructions, facial procedures, and cosmetic fillers each redirect to their first-content child page. These are the paths that patients and referring providers most commonly bookmark at the section root. All six pairs were implemented on staging and verified against the redirect table before the pre-launch issue list was opened. The workbook carried no separate redirects tab — the rules were documented in the Sitemap Action column with inline target comments, a deliberate approach that kept every routing decision on the same row as its source path rather than splitting the redirect map into a second sheet that could drift out of sync with the sitemap.

4. Pre-launch issue list worked to agency sign-off. A second Redmine issue — Pre Launch (#222) — surfaced meta-tag discrepancies between staging and production across surgical-procedure sub-pages, 404 errors on two procedure paths (impacted canines, impacted wisdom teeth), a missing Patient Registration button link on the homepage, and two procedure-page video embeds that opened to the wrong consent form. Rank Math was installed and configured as part of this resolution pass. Each item in the pre-launch issue list was resolved before the agency submitted the site for DNS cutover. The launch checklist — Design, Functionality, Pre-Migration, Post-Migration columns — closed behind the pre-launch pass.

The pre-launch issue list (Redmine #222) surfaced gaps the sitemap alone could not predict — meta mismatches at sub-procedure depth, 404 errors on two surgical paths, and video-embed failures that only appeared once staging was reviewed against production. Closing all five categories before DNS cutover meant the agency’s QA pass was a confidence check, not a fire-drill.

Operational Integrity at handoff

The agency’s pre-launch issue list (Redmine #222) surfaced five finding categories before DNS cutover: meta mismatches at sub-procedure depth (/procedures/wisdom-teeth/impacted-wisdom-teeth/), 404 errors on two surgical paths, an unlinked Patient Registration button, a missing Rank Math install, and video-embed mismatches on two procedure pages — all closed through a full test → send → sign-off loop. 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.

Results

The outcome, restated plainly: the agency’s 63-URL oral surgery build shipped inside the 35-hour budget, with six section-level redirects implemented and every pre-launch issue resolved before the agency submitted for DNS cutover.

Process

Phases overlap — the redirect implementation and pre-launch meta pass ran concurrently with the final build rows, which is why the 58-day calendar is shorter than a sequential reading of the phase list suggests.

Team

Delivery team

• Nikita Tumasevic — lead developer, build phase and pre-launch reconciliation
• Lyudmila Travkina — developer support, page builds and content migration
• Evgeniy Karpov — QA, link verification and staging review
• 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