65-URL Oral Surgery WordPress Build

Client (end user): Warren Oral Surgery and Dental Implant Center — Warren, NJ
Engagement: White-label development for a US marketing agency
Delivered: February – March 2025 · 26 days · 43 hours

The Craft of a Build

Sixty-five pages across nine oral-surgery templates in 26 days, with 1,024 broken-link instances audited and cleared on staging before the agency migrated the site to production. We owned the template discipline and the broken-link clearance; the agency owned the sitemap and the client-side communication. Forty-three hours from brief to handoff, no overrun, no rework after migration.

This case study is a record of one such build — delivered for a US marketing agency for an oral surgery and dental implant practice in Warren, NJ.

Snapshot

The Brief

A US marketing agency, retained by Warren Oral Surgery and Dental Implant Center — a Warren, NJ oral surgery and dental implant practice — handed us a Google Sheets workbook with a 92-row sitemap, a 9-template catalogue, a 58-item launch checklist, and a pre-populated issues backlog. The build ran on the agency’s own staging infrastructure at warrenoral.mmm-web.com; the page builder was Elementor; the production destination was warrenoralsurgery.com with URL structure preserved from the original site.

The ask was to build out all pages in the sitemap against the agency’s assigned templates, close the issues backlog to agency-acceptance, complete the broken-link audit on staging, and deliver the 58-item launch checklist before the agency performed the production migration. Client-facing communication stayed with the agency; we surfaced ambiguity back to their team and did not improvise on template assignments or content decisions.

How We Did It

1. Nine templates, 65 pages, one build pipeline. Warren’s pages spread across the agency’s oral-surgery template library: Homepage, Blog Lander, Blog (11 posts migrated), Service Page (the heaviest — 11 dental implant sub-pages plus 11 procedure and wisdom-tooth pages), Doctor Page (4 surgeons), Contact Us, About Us, and a Default Template that caught supporting pages including the patient-information and legal sections. Each page was built on its template assignment from the sitemap row; no page was hand-rolled outside the template system. Because the agency’s hosting credentials were still pending at build start, we staged the site on our own server first rather than delaying — the completed build was later moved to the agency’s staging environment for formal QA.

2. Spec followed including the per-page Hours Estimated column. The agency’s workbook carried an Hours Estimated value for every row in the 92-row sitemap. We implemented against those values. The homepage carried 9 hours; blog lander 3 hours; individual blog posts averaged 0.2 hours per post; service pages and doctor pages sat in the 0.15–1.5 hour range per page. The aggregate came in at the 43-hour quoted figure — no per-row renegotiation, no scope creep.

3. Broken-link audit cleared before staging handoff. Screaming Frog crawl of the staging environment surfaced 1,024 broken-link instances across the site, sourced from a combination of missing pages and unmapped legacy paths. The team worked through the audit tab, resolved each source URL’s outgoing links, and produced a staging environment with the broken-link list closed before the agency performed the production migration.

4. Two-track QA loop, issues backlog closed. Issues were tracked in the agency’s Issues Backlog tab (9 rows, priorities from Low to Urgent). Seven items closed as Completed before handoff; the remaining two remained in progress on items dependent on end-client decisions (live-chat continuation and payment-form status). The 58-item launch checklist — Design, Functionality, Content, SEO and Analytics — was completed in full before staging sign-off.

Staging before the agency’s hosting credentials arrived was the forcing constraint — we built on our own server first, then moved the completed build across. That ordering let us run the full 1,024-instance broken-link clearance on staging before the agency touched the migration, so migration day was a copy operation, not a debug session.

Results

The outcome, restated plainly: the agency’s 65-URL build shipped across 9 templates on the staging environment, inside the 43-hour quoted budget, with the broken-link audit cleared and the issues backlog worked down to agency-acceptance before migration.

Operational Integrity at handoff

The QA stage sweep (issue 199) covered three viewports, link integrity, H1–H6 tags, title and meta tags, and content-migration accuracy — catching H1 gaps on the homepage and /dental-implants/, inactive footer social icons, mixed-content HTTP video, and a missing dental-emergency page, all resolved before staging was delivered to the agency. 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

QA and build ran in parallel — broken-link review commenced alongside late-stage page construction, which is why the calendar is 26 days rather than the sum of individual phases.

Team

Delivery team

• Nikita Tumasevic — lead developer, build and template implementation
• Anna Polunina — QA stage and launch checklist 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