Case study — dental practice, Watford
Rebuilding Skin & Smiles, page by page.
A 53-page rebuild for a private dental practice — implants, same-day crowns, facial aesthetics — with booking front and centre, every earned ranking carried across intact, and pages that Google and the AI assistants read as clearly as patients do.
Relaunching soon — new build ready to ship
The brief
Keep every ranking. Raise everything else.
The practice had years of earned Google rankings sitting on an ageing WordPress site and a host that kept falling over. The job: redesign and rebuild all of it — design, imagery, navigation, speed, booking, structure — without losing a single position, and leave the practice with pages that answer engines can quote as confidently as Google ranks them.
Redesigned from the ground up.
Not a restyle — a complete redesign. Type, colour, layout and every page template created fresh for the practice, so the site finally looks like the standard of dentistry inside it.
New imagery throughout.
New images created for the rebuild — the practice, its treatments and its people — replacing tired stock, with every image properly described for accessibility and search.
Navigation rebuilt around patients.
The menu reorganised around what patients actually look for — treatments, fees, booking, emergencies — so nothing worth finding is more than two taps away on a phone.
Every URL frozen.
All 53 pages of the old site were mapped before a line of code was written. Every address the practice had earned rankings on was carried across intact — zero broken links, zero lost equity.
Schema from one source of truth.
LocalBusiness, MedicalProcedure, FAQPage and speakable markup, generated in code from a single practice record. If the phone number changes, it changes everywhere. Plugins drift; code does not.
Treatment pages written for answers.
Question-shaped headings with the answer in the first sentence, then the detail — the structure Google’s rich results and assistants like ChatGPT actually extract from.
Booking front and centre.
Online booking and the practice phone number sit in the first screen of every key page, with implants, same-day crowns and emergency care given their own clear routes in.
Static pages, no fragile host.
The old site sat on hosting that fell over. The rebuild ships as static files on a CDN — pages stay fast and stay up, and every word is readable without JavaScript.
131 images given their words.
Every image on the old site that lacked alt text — all 131 of them — was written properly: accessibility, image search and answer engines all read the same descriptions.
Receipts, not promises.
53
URLs frozen and carried across in a dental rebuild. Zero broken.
131
images that had no alt text on the old site. All of them written.
1
source of truth for schema across every page.
0
pages that depend on JavaScript to show their content.
Search Console results will be published here once the relaunch has been live long enough to measure honestly. Read how the studio approaches dental practice websites.
Your practice next?
A rebuild that keeps every ranking you’ve earned, or a new site built to earn them — tell me where you are.