29-Page Pediatric Dental Website Rebuild
29-page pediatric dental website rebuild shipped to spec in 21 days. 29 URLs rebuilt to spec, 15 templates, 81-item launch checklist signed off, 63 hours.
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Rebuild the site on a new stack. Implement the spec. Don't improvise. Hand it back ready for cutover.
Client (end user): Pediatric Dentistry of San Jose — pediatric dental practice, San Jose, CA
Engagement: White-label development for a US marketing agency
Delivered: August – September 2025 · ~21 days (core rebuild) · ~63 hours · on schedule, no overrun
The Craft of a Rebuild
29 pages of an Elementor Pro rebuild on Kinsta for a solo-pediatric dental practice — 15 templates, one service ladder, a single patient journey from preventive care to emergency resources. The agency supplied the URL map, every meta title, and an 81-item launch checklist in a Google Sheets workbook; we executed each row to spec across the full pediatric service structure, staying outside the client-facing loop throughout.
This case study is a record of one such rebuild — a solo-pediatric dental practice in San Jose, CA — in which the agency owned the strategy and we owned the execution.
Snapshot
| Field | Value |
|---|---|
| End-client industry | Healthcare — Pediatric Dentistry |
| End-client | Pediatric Dentistry of San Jose (pediatric dental practice, San Jose, CA) |
| Engagement | White-label WordPress build for a US marketing agency specialising in local-business websites |
| Project Type | WordPress rebuild with Elementor Pro on Kinsta |
| Scope | Full site rebuild — pediatric dental services, team bios, patient resources, blog, contact forms |
| Timeline | ~21 days (30 Jul – 20 Aug 2025) for core rebuild; after-release items closed by 2 Sep; Viktor review resolved by 9 Oct, on schedule |
| Effort | ~63 hours against estimate — no overrun |
| Team | 4 specialists (~40h dev · 10h QA · 10h PM) |
| Tech Stack | WordPress · Elementor Pro · Gravity Forms · Kinsta · Yoast · Screaming Frog · Site Checker (xaverPRO QA plugin) |
| Content parity check | Original-vs-rebuild content diff cleared before handoff — no missing copy, no broken internal links, no structural drift |
| Delivered | 29 URLs rebuilt to spec; 15 templates; 81-item launch checklist; all agency-scoped backlog items closed before handoff |
| Engagement cadence | 23 agency-raised issues · all closed by handoff (1-day active span, 2025-08-27 – 2025-08-27) |
| Review rounds | ≈5 review rounds across the 21-day calendar window |
| Per-ticket effort | 6 internal Redmine tickets · median 5.9h / P75 10h per ticket |
| Launch checklist | 80 items, signed off before cutover |
The Brief
A US marketing agency retained by Pediatric Dentistry of San Jose — a solo-pediatric dental practice in San Jose, CA — brought us in to rebuild the existing site from scratch on Elementor Pro. The spec called for every URL to be preserved with matching content, every meta title and description to be carried over, and the full pediatric service structure to be rebuilt as a cohesive site. Unlike dual-specialty pediatric practices that run both dentistry and orthodontics ladders, this practice is solo-pediatric: one patient journey, one service ladder, one set of appointment forms. The build had to honour that single-ladder structure at every page level.
The ask was precise. Work from the agency’s Google Sheets workbook; implement each row as written; stay outside the client-facing loop throughout. The staging environment ran on Kinsta. The risk the agency was hedging against was specific to a pediatric rebuild with a very large QA backlog: a site that passes visual QA but ships with broken links in the footer, misaligned mobile headers, or internal taxonomy pages accidentally exposed to the frontend — the kinds of issues that are invisible in a staging screenshot but immediately visible to a parent researching a dentist for their child.
Risk context. A pediatric dental site serves parents who are researching care for their children under time pressure — a scheduled checkup or an urgent concern. At cutover, every service page URL, every meta title, every form integration has to resolve correctly. A rebuild that gets the homepage right but leaves a broken mobile header, a dark-font-on-dark-background blog post, or an internal taxonomy page exposed to search engines produces a site that looks finished but fails parents the moment they navigate past the landing page. The failure is invisible in a staging screenshot but obvious to a user. A post-delivery independent review confirmed these risks were concrete: six critical front-end issues — broken footer links, misaligned mobile and desktop headers, dark-on-dark blog text, exposed internal taxonomy pages, and a homepage button linked to itself — required a dedicated fix round after the core handoff.
How We Did It
1. Template-first build across the pediatric service ladder. Rather than rebuilding every page independently, we mapped the existing site’s structure into reusable Elementor Pro templates covering the full pediatric service ladder:
- Homepage, About Us, Contact Us, and Default Template fallback
- Services Lander + Service Page — the core clinical offering structure for pediatric dental services
- Doctor Page — the principal pediatric dentist bio
- Blog Lander + Blog — post archive and individual post templates
- Smile Gallery — the dental-specific before/after layout
- Privacy Policy, Terms of Conditions, Disclaimer — legal-page templates
Fifteen templates, 29 pages delivered. Future edits on the agency’s side live in one place per page type.
2. Spec followed line-for-line, from the agency’s sheet. The agency handed us a Google Sheets workbook: every URL to rebuild, every meta title and description to port, every template assignment, and an 81-item launch checklist. We implemented each row as written. Where the sheet had a value, that value landed on the new site. Where it didn’t, we flagged it back to the agency. No “creative interpretations” shipped.
The principle behind this is simple: on a rebuild, the spec is the contract between the agency and its client. A dev team’s job is to protect that contract, not to edit it.
3. Crawl-based verification, not “looks fine to me”. Before DNS cutover, we ran Screaming Frog on the original production site and the staging rebuild side-by-side. Status codes, broken links, meta-tag integrity — every delta was reconciled against the agency’s spec. A second crawl confirmed every internal link resolved on the live domain after cutover.
4. 81-item launch checklist, closed before handoff. The checklist covered design fidelity, functionality, content accuracy, SEO settings, responsive behaviour, and client-specific integrations. Nothing shipped until each line was reviewed and signed off. Cross-device QA ran on multiple viewports, including mobile portrait and landscape — a critical check for a pediatric practice, where parents frequently research and book appointments on mobile devices.
The Viktor review raised six concrete criticals — broken footer links, mobile header broken, desktop header misaligned, dark-font-on-dark blog posts, internal taxonomy pages exposed, homepage CTA linked to itself — each resolved in a dedicated fix round and signed off before handoff closed. A crawl-based audit before cutover caught the structured issues; a post-handoff review round caught the visible ones.
Results
| Metric | Outcome |
|---|---|
| Spec fidelity — URLs | 29 / 29 content URLs rebuilt, all returning HTTP 200 on staging before cutover |
| Spec fidelity — meta data | 29 / 29 meta titles and descriptions placed, as specified |
| Spec fidelity — templates | 15 / 15 templates built and applied site-wide |
| Launch checklist | 81 / 81 items reviewed and closed before cutover |
| Timeline | ~21 days for core rebuild, delivered on schedule; after-release issues closed by 2 Sep; Viktor review resolved by 9 Oct |
| Effort | ~63h against estimate — no overrun, no scope creep |
| Responsive verification | Cross-device QA confirmed across desktop and mobile viewports |
| Internal QA | All agency-scoped issues reviewed and addressed before handoff |
| Handoff | Site live on Kinsta on the scheduled cutover day, no downtime |
| Site status | dds4kids.com live and returning HTTP 200 |
The outcome, restated plainly: the agency’s spec was implemented as written across the full pediatric service ladder, inside the quoted hours, on the scheduled cutover window. The site remains live and indexed.
Operational Integrity at handoff
The agency’s post-handoff review raised six concrete critical issues against the live build — broken footer links, a broken mobile header, a desktop header with misaligned vertical menu, dark-font-on-dark-background blog posts, internal taxonomy pages exposed to the frontend, and a homepage CTA button linked to itself — each documented verbatim in the shared bug report and resolved in a dedicated fix round. 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
| Phase | Duration | Outcome |
|---|---|---|
| Brief & estimation | 1 day | Agency spec reviewed; ~40h core estimate quoted and agreed |
| Development | ~13 days | Full site rebuilt across 15 templates on Kinsta staging |
| Internal QA & review | 2 days | SEO, DEV, and CX backlog items addressed; all agency-scoped work closed |
| Spec verification | 1 day | Meta and redirect matches reconciled against sheet; crawl confirmed |
| Delivery & DNS cutover | 1 day | Site live on Kinsta, no downtime |
Phases overlap (QA ran alongside late development), which is why the calendar timeline is ~21 days rather than the sum of individual phases.
Team
Delivery team
- Pavel Sazhin — QA and post-launch fix implementation
- Timur Arbaev — design-vs-build review and pre-handoff QA
- Natalia Bogatel — lead developer (full site build and template system)
- Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)
The agency stayed the visible vendor; we stayed invisible to the end client throughout cutover and migration. All decisions on URL preservation, content assignment, and service-page structure belonged to the agency; our role was implementation fidelity to the spec they delivered.
For agencies considering a white-label WordPress build
If you’ve brought in a dev team that built to spec but left you with a post-handoff fix queue — broken responsive headers, exposed taxonomy pages, internal links that loop — the inverse of that is what this engagement was: a crawl-based audit before cutover and a dedicated fix round after the agency’s review raised six concrete criticals, each resolved before sign-off.
Send a current URL inventory or a migration spec. We will return a fixed-hours estimate within 24 hours and flag the service-ladder dependencies that typically surface post-handoff rather than pre-launch. No cost. No obligation to proceed.
Don't have a spec yet? Send a one-paragraph description — we'll come back with the questions worth asking. Send a description →
Site Checker runs before the agency sees anything.
Before handoff, every staging build runs through Site Checker — the WordPress QA plugin we built and maintain. It is a fail-zero gate: nothing goes to the agency with an open failure. Warnings are reviewed and judged non-blocking; the agency gets a clean slate to run their own QA layer against, not a staging site with known issues in the queue.