Dr Shabri

One design system, applied everywhere rather than page by page. Where a change touched dozens of pages we scripted it against the page data instead of opening each one, so the fortieth treatment page came out identical to the first.

Booking popups replaced with buttons that go straight to the right portal. Sixty seven of them across forty four pages, split three ways so a dental patient, an aesthetics patient and a skincare patient each land where they should.

Every page given its own hand-written title, description and target search term. Not generated, not templated. All sixty six were then read back off the live page to prove what we wrote is what Google sees.

The practice published in a form search engines and AI assistants can read: the clinic as a named dental practice with its address, map position, opening hours and phone number, rather than leaving that buried in the footer as ordinary text.

Alt text written for ninety six images from where each image actually sits on the page, taking its meaning from the section it illustrates rather than from a filename.

The footer rebuilt into two columns and locked to the same width as the band above it, measured across five screen widths rather than eyeballed, so the edges line up on every machine.

The address verified against the postcode database before it was allowed anywhere near the site's structured data. On this site that mattered more than usual, because the regulatory page also carries the GDC's own address, and mixing the two up would have put the wrong practice on the map.