About the project
A complete redesign of the existing dental clinic website is required based on the ready prototype in Miro.
The result should include:
It is critically important: the website must not only look modern but also improve business metrics and not lose current SEO positions.
Business goals of the project
The redesign is being carried out to:
increase the number of inquiries from the website;
improve the conversion of booking forms;
enhance trust in the clinic;
demonstrate the expertise of the doctors;
present complex clinical cases;
form a premium positioning;
increase the number of inquiries for implants, orthopedics, and comprehensive treatment.
Visual concept
Positioning
Premium author dentistry.
Not a chain clinic.
Not a mass flow of patients.
Individual approach, predictable results, and complex clinical solutions.
The emotion the website should evoke
"Here, not just dentists work. Here, a team of experts creates long-term and predictable solutions, paying attention to every detail."
Style
Workshop / Dental Atelier.
Author's dentistry.
Premium minimalism.
Focus on:
Use:
Minimize or completely exclude:
SEO and relaunch
Critical requirement:
The redesign must not lead to a significant drop in organic traffic.
It is necessary to:
preserve the SEO structure of the website;
preserve or correctly transfer URLs;
set up 301 redirects;
transfer all meta tags;
preserve page indexing;
check robots.txt;
check sitemap.xml;
check canonical;
check schema.org;
perform an SEO audit before and after the launch.
KPI SEO
Permissible drop in organic traffic after launch:
no more than 10%.
Preference will be given to performers who have successful cases of SEO-safe migrations.
UX and conversion
The website must provide:
Anticipate:
CTA blocks;
booking forms;
quick call;
messengers;
trust blocks;
video testimonials;
treatment cases.
Technical requirements
Speed
Google PageSpeed:
Desktop — 90+
Mobile — 95+
Core Web Vitals must meet Google's recommendations.
Optimization
It is necessary to:
Code quality
Important:
clean code;
absence of unnecessary plugins;
use of WordPress's built-in capabilities and theme;
compatibility with future WordPress updates.
AI assistant (agent)
A solution for implementing an AI consultant needs to be proposed.
Desired functionality:
answers to typical questions;
booking a consultation;
integration with Telegram;
integration with Instagram Direct;
integration with Facebook Messenger;
integration with Viber;
transfer leads to CRM or administrators, or to a Telegram bot
Please describe the proposed solution separately.
Work result
The output should include:
New website design.
Responsive layout.
SEO-safe launch.
Optimized code.
Configured analytics.
Administrator instructions.
Warranty support after launch.
Implementation of AI Search and AI output
Within the project, a separate set of works is required to prepare the website for Google AI Overviews, AI Mode, ChatGPT, Gemini, Perplexity, Copilot, and other AI search engines.
The work includes:
- Designing the entity map of the clinic: organization, branches, doctors, services, cases, articles, FAQ, videos, and prices.
- Creating logical connections between:
- doctors and services;
- services and cases;
- services and FAQ;
- articles and authors;
- branches and available treatment directions.
- Implementing structured data JSON-LD:
- Organization;
- MedicalClinic / Dentist;
- LocalBusiness;
- Person;
- ProfilePage;
- Service;
- MedicalProcedure — where semantically correct;
- Article / BlogPosting;
- VideoObject;
- FAQPage;
- BreadcrumbList;
- WebSite;
- WebPage;
- ImageObject.
- Creating structured content types in WordPress:
- services;
- doctors;
- cases;
- articles;
- FAQ;
- videos;
- branches;
- prices.
- Implementing ACF connections between content types and automatic generation of schema.org from approved fields.
- Building FAQ in three levels:
- FAQ on service pages;
- separate expert decision-guide pages;
- general patient question center.
- Ensuring the accessibility of main content in HTML without dependence on client-side JavaScript, images, or PDF.
- Implementing authorship of medical content:
- author;
- medical reviewer;
- publication date;
- update date;
- link to the doctor's profile.
- Adding transcripts to expert videos and linking videos with services, doctors, and cases.
- Checking robots.txt, sitemap.xml, canonical, noindex, snippet controls, and site accessibility for search and AI crawlers.
- Setting up tracking of AI traffic:
- separate channel group in GA4;
- referrer sources ChatGPT, Perplexity, Gemini, Copilot, Claude;
- transferring the source to CRM and Telegram applications;
- report in Looker Studio;
- accounting for self-reported attribution from patients.
- Creating a basic set of queries for regular monitoring of the clinic's visibility in AI output.
- Checking structured data through Rich Results Test and Schema Markup Validator.
- Preparing instructions for the administrator:
- how to add FAQ;
- how to create a case;
- how to specify the author;
- how to update the medical review date;
- how to add video and transcript;
- how to link material with service and doctor.
- other.
