17-Page Veterinary WordPress Rebuild, Shipped to Spec in 13 Days — White-Label Delivery for a US Marketing Agency
Spec-faithful rebuild of a 17-page veterinary coaching site for a US marketing agency — 8 templates, 42.7 hours over 13 days, zero path-change redirects.
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Rebuild the site on a new stack. Implement the spec. Don't improvise. Hand it back ready for cutover.
The Craft of a Rebuild
A 17-page rebuild for a veterinary coaching and consultancy brand — not a clinic site, but a B2B platform serving multi-location veterinary practices across six US regions. Five geo landing pages were scoped out mid-estimation when the agency confirmed they lacked designs, narrowing the contract to a rebuild of what already existed on the legacy site against a 13-day deadline.
Snapshot
| Field | Value |
|---|---|
| End-client industry | Veterinary — B2B coaching and consultancy for veterinary practices |
| End-client | Veterinary Mastery (veterinary coaching firm, multi-location) |
| Engagement | White-label WordPress build for a US marketing agency specialising in local-business websites |
| Project Type | WordPress rebuild with Elementor Pro on WP Engine |
| Scope | Full site — homepage, blog, about, contact, coach bios, ebook landing page, testimonials, service pages |
| Timeline | 13 days (7 May – 20 May 2025), on schedule |
| Effort | 42.7 hours — core rebuild (20h dev · 10h QA · 10h PM) within estimate; follow-up refinements processed inside the same agency relationship |
| Team | 5 specialists (Anna Polunina lead dev · Pavel Sazhin QA · Anton Hersun PM) |
| Tech Stack | WordPress · Elementor Pro · Gravity Forms · WP Engine · 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 | Spec followed line-for-line — 17 original pages rebuilt, 8 templates applied, 20+ QA items closed, zero path-change redirects required |
| Retained engagement | 5 additional geo-location service pages built across July–August 2025, plus live-site issue resolution and content backlog closure — all delivered inside the same agency relationship |
| Engagement cadence | 21 agency-raised issues · 20 of 21 closed by handoff (22-day active span, 2025-07-17 – 2025-08-07) |
| Review rounds | ≈6 review rounds across the 13-day calendar window |
| Launch checklist | 29 items, signed off before cutover |
The Brief
The agency had a retained client — Veterinary Mastery, a veterinary coaching and consultancy firm serving practice owners across multiple US locations — whose existing WordPress site needed a rebuild on a modern, maintainable stack. The agency had already done the groundwork: a Google Sheets workbook containing every URL to rebuild, every template assignment, every staging URL, and a launch checklist organised across seven categories.
There was little ambiguity in the request. Work from the spec exactly as supplied; rebuild on Elementor Pro; keep every existing URL in place (a same-CMS rebuild, so no path changes); return it ready to cut over on WP Engine. No end-client contact. SEO decisions carried through as the agency wrote them. Delivery kept inside the quoted hours.
The risk the agency was hedging against was not a CMS gap — the platform stayed WordPress — but the dev shop that would quietly improvise around the brief: a missing geo-page, a CTA button wired to a page that no longer existed, a coach bio that lost its H1, a blog archive that drifted from the original layout.
Risk context. A veterinary coaching firm does not sell products — it sells expertise, and its website is the primary lead-generation surface. Every geo-page URL that ranks for “veterinary consultant [city]”, every ebook download path that captures a practice owner’s email, every coach bio page that establishes credibility — all of these are revenue-bearing assets. On a same-CMS rebuild, the visible risk is low: the URLs stay the same, the platform stays the same. The invisible risk is content drift: a missing geo-page, a CTA button that leads nowhere, an ebook download that breaks after cutover, a coach bio that loses its H1. Each is defensible in isolation; together they erode the lead-generation funnel the agency staked its reputation on.
How We Did It
1. Template-first build. Rather than rebuilding 17 pages one by one, we collapsed them into eight reusable templates and fit every page into them:
- Homepage, About Us, Contact Us, and a Default Template fallback
- Blog Lander + Blog Post — post archive and individual posts
- Service Page — applied to the Utah location page and later extended to five additional geo pages
- Doctor Page — individual coach bio pages (Brianne and Laura)
Eight templates absorbed all 17 original pages. Should the agency need to touch a page type down the line, it edits the template once and every page of that kind follows.
2. Spec followed line-for-line, from the agency’s sheet. The agency handed us a Google Sheets workbook: every URL to rebuild with its template assignment, every staging URL, every hours estimate. Each row got built precisely as the sheet specified it. Whatever the workbook listed, the rebuilt site carried over verbatim. The one gap — the goldenticket page that lived on the original site but hadn’t made it into the rebuild as scoped — we raised with the agency, got the requirement confirmed, and added. We shipped no off-script “interpretations.”
The logic here is plain. That sheet stood in for the deal the agency had already made with its client; our job was to keep it whole rather than rewrite it as we went.
3. Crawl-based verification, not “looks fine to me”. Ahead of the DNS switch, we crawled the live original site and the staging rebuild together through Screaming Frog and read the two reports against each other. Status codes, broken links, internal-link consistency, meta-tag gaps — wherever the two diverged, we squared the difference back to the agency’s workbook. After the site went live, a repeat crawl confirmed every internal link still landed cleanly on the production domain.
4. Launch checklist across seven categories, closed before handoff. Design, Functionality, Content, SEO & Analytics, Responsive, client-specific integrations, and Domain & DNS migration to WP Engine. Every line had to be cleared before anything left our hands. We ran the QA across Chrome, Firefox, Safari, and Edge over six viewports (1920 / 1280 / 1024 / iPad / mobile portrait / mobile landscape). A real test submission went through the contact form all the way to the client’s inbox.
Scoping out five undesigned geo pages mid-estimation meant the 13-day contract was bounded before a line of code ran — the agency confirmed what existed on the legacy site, we rebuilt exactly that, and the expansion came back as a clean retained tail in July. That order held: no scope drift in the rebuild window, five new Service Page instances in the follow-on reusing the same template without changes.
Results
| Metric | Outcome |
|---|---|
| Spec fidelity — pages | 17 / 17 original content URLs returning HTTP 200 on staging before cutover |
| Spec fidelity — templates | 8 / 8 templates built and applied site-wide |
| Spec fidelity — redirects | 0 path-change redirects required (same-URL rebuild) |
| Launch checklist | Checklist items across 7 categories signed off before cutover |
| Timeline | 13 days, delivered on schedule |
| Effort | 42.7h total across core rebuild and follow-up refinements — no overrun, no scope creep |
| Responsive verification | Zero layout issues across 4 browsers × 6 viewports |
| Internal QA | All agency-scoped issues closed before handoff (20+ of 20+ flagged; remaining items were client-blocked or out of agency scope) |
| Site status | Live on WP Engine at https://www.veterinarymastery.com/. |
What it came to: the workbook went in as written, the hours stayed within the quote, and the site cut over on its booked date. Eleven months later, it’s still the live build.
Operational Integrity at handoff
Pre-handoff QA on the staging build caught a header CTA pointing to /goldenticket — a page that existed on the original site but had not been included in the rebuild spec. We raised the gap with the agency, had it confirmed, and rebuilt the page before handing over. That pre-handoff sweep ran through Site Checker — our QA approach sets out the categories and the rule that every check has to come back clean before sign-off. After we handed the build across, the agency put it through its own checks on its own tooling and dropped whatever turned up into the shared backlog, and we kept the fix loop going until the agency was satisfied.
Process
| Phase | Duration | Outcome |
|---|---|---|
| Brief & estimation | 1 day | Agency spec reviewed; 20h core rebuild quoted and agreed |
| Development | ~5 days | Full site rebuilt across 8 templates |
| Internal QA & review | 2 days | 20+ issues logged; all agency-scoped work closed |
| Spec verification | 1 day | Page and template matches reconciled against sheet |
| Delivery & DNS cutover | 1 day | Site live on WP Engine, no downtime |
Phases overlap (QA ran alongside late development), which is why the calendar timeline is 13 days rather than the sum of individual phases.
Team
Delivery team
- Nikita Tumasevic — build review and QA support
- Pavel Sazhin — QA fixes and meta-data implementation
- Anna Polunina — lead developer (full site build and template system)
- Lyudmila Travkina — QA pass and pre-handoff review coordination
- Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)
Across the whole engagement — the rebuild, the cutover, the July geo-page tail — Veterinary Mastery corresponded with the agency and no one else; the coaching firm never encountered a name beyond the agency’s. What we produced went out under the agency’s brand, on the agency’s domain. Decisions on which URLs to keep and how content mapped across were the agency’s; we built to the spec it delivered.
For agencies considering a white-label WordPress rebuild
On a rebuild, the redirect map, schema graph, and content continuity are revenue-bearing assets. For a solo veterinary consultant, the site is a personal trust signal. For a multi-coach firm with city-targeted pages, it is a distributed lead pipeline. The subcontractor who handles the rebuild can quietly damage both. A geo-page stops ranking when a redirect row is missing. A coach bio loses rich snippets when schema is stripped on import. Image alt-text continuity breaks between the old and new CMS — and the page drops in search.
The question to ask a dev partner is not “can you rebuild the site?” Ask instead: “how exactly will you preserve the redirect map, schema graph, and asset continuity during and after the cutover?”
Send us your current production URL, a draft redirect map if you have one, or your design files. We will audit your redirect map, schema graph, and asset continuity against the new structure. We will flag every gap that will break something and return a fixed-hours quote. Free, with a fixed quote in hours.
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.