A website case study by Medical Advertising Agency
Sarasota Smile Design website, before and after
Dr. Jenifer C. Back's cosmetic and restorative dental practice in Sarasota, Florida. The old WordPress site was replaced by a new site built by Medical Advertising Agency. Every number on this page was measured on both sites.
The new homepage on a 1920 by 1080 screen and on a phone.
Lighthouse mobile performance, homepage
36to96
Homepage download on a phone
2.8 MBto0.6 MB
Script tags per page, average
51.1to5.0
Pages with one H1 heading
4 of 98to60 of 60
Reviews printed on the site
25to158
Smile gallery image width
523 pxto4,096 px
Homepage
The homepage, before and after
Both homepages on the same 1920 by 1080 screen. Drag the handle.
BeforeAfter
Mobile
The mobile site, page by page
Both phones show the full page as it renders on a phone screen 430 pixels wide. They scroll together. Pick a page, or drag either screen.
Before
- A blue four-button bar under the logo: Menu, Call, Appointment, Location.
- Headlines centered over the photograph, set in Lato.
- A Google Maps frame and a social share bar on every page.
After
- A fixed header with a call button and a menu button in thumb reach.
- Under 780 pixels the photo sits on top at 4:3 and the copy runs underneath on a solid ground, so no text is set over a face.
- Images are WebP at the size the screen needs, loaded as the reader scrolls.
Page speed
Page speed on a phone
Google Lighthouse, mobile profile, median of three runs on each page. A higher performance score is better. Lower times and sizes are better.
| Page | Performance score | Largest contentful paint | Total blocking time | Download size | Requests |
|---|---|---|---|---|---|
| Homepage | 36 to 96 | 15.9 s to 2.9 s | 431 ms to 0 ms | 2.8 MB to 571 KB | 112 to 29 |
| Smile gallery | 37 to 92 | 8.3 s to 3.4 s | 340 ms to 0 ms | 2.0 MB to 1.8 MB | 78 to 19 |
| Reviews | 42 to 98 | 7.8 s to 2.3 s | 296 ms to 15 ms | 1.9 MB to 2.7 MB | 72 to 12 |
| Service page | 36 to 99 | 9.0 s to 2.1 s | 350 ms to 0 ms | 2.0 MB to 1.2 MB | 91 to 14 |
| Articles index | 34 to 97 | 14.3 s to 2.6 s | 318 ms to 0 ms | 4.2 MB to 347 KB | 101 to 16 |
How this was measured. Lighthouse 12.8.2, mobile profile (slow 4G, 4x CPU slowdown), run September 24, 2026. The old site was rebuilt from its own files: the HTML archived on September 23, 2026 plus the theme, plugins and uploads from the GoDaddy backup. Both sites were served from the same local server, so hosting counts for neither. The old WordPress server's response time is left out, which favors the old site. Ad and analytics tags were blocked on both.
Google PageSpeed Insights on the live new homepage, same day: performance 77 on mobile and 99 on desktop, accessibility 96, best practices 100, SEO 100.
SEO
Search engine basics on every page
Every public page of both sites was checked: 98 on the old site, 60 on the new one. The new site's build stops if any of these checks fail.
| Check | Before | After |
|---|---|---|
| Pages with exactly one H1 heading | 4 of 98 | 60 of 60 |
| Pages missing a meta description | 2 | 0 |
| Pages sharing a title with another page | 4 | 0 |
| Images with no alt text | 523 of 1,177 | 65 of 817, all the decorative footer logo |
| Pages marked up as a Dentist and LocalBusiness | 0 | 60 |
| Pages with FAQ markup | 0 | 49 |
| Treatment pages with MedicalProcedure markup | 0 | 12 |
| Pages with self-published star-rating markup, which Google does not show for a business rating itself | 98 | 0 |
| Old URLs that still resolve | 98 live URLs | 98 of 98, built or redirected |
| Lighthouse SEO score, homepage | 92 | 100 |
| Lighthouse accessibility score, homepage | 80 | 96 |
Structured data
One linked schema graph per page ties the practice, Dr. Back, the address, the hours and the page together.
Crawling
A tiered XML sitemap, robots.txt and llms.txt. The sitemap is submitted to Google Search Console and Bing Webmaster Tools.
Measurement
Google Analytics 4 and Search Console run on the practice's own accounts. The old site ran no analytics until September 2026.
Smile gallery
The smile gallery
The practice's five before and after cases were 523 by 218 pixel composites, with the patient portrait, the before and the after baked into one small image. Each was upscaled to 4,096 pixels wide and split so the before and the after can be shown on their own.
The same image, at the same crop
Original, 523 pxMaster, 4,096 px
The images were upscaled with AI. Each master was checked side by side against the original to confirm the before photograph was not changed: gaps, breaks and discoloration are all still there.
Reviews
Patient reviews
The old site printed 25 testimonials on one page. The new site collects the practice's Google reviews, prints every five-star review with text word for word, and places matching reviews beside the service they mention.
Google reviews collected
206
Average rating on Google
4.8
Five-star reviews
192
Printed on the reviews page
158
Reviews are sorted by topic, such as Dr. Back, veneers, whitening, comfort and staff, so a reader can filter to what they care about.
Video
From borrowed procedure videos to a site built on video
The old site embedded patient-education videos made for any dental office: stock procedure animations from a third-party vendor, and YouTube videos from other organizations' channels. The new site opens most of its pages with full-screen, silent, looping video of people with healthy smiles, filmed in full HD.
Before: the old site's procedure videos
One frame from each of the nine procedure videos the old site hosted, with each file's size in pixels and the year in its metadata. The YouTube frames on the old site played videos from the American Dental Association, the American Academy of Cosmetic Dentistry, MercerDental and Daniel Fox.
The same screen, to scale
An old video frame drawn at its true size against a new one. The new frame holds 12 times as many pixels.
After: video at the top of the page
Clips from the live site. They are licensed footage chosen for each page. The practice's own patient testimonial video is on the homepage.
| Video | Before | After |
|---|---|---|
| What the video shows | Stock procedure animations and office reenactments | People with healthy smiles, in natural light |
| Resolution | 320 × 240 to 640 × 360 | 1920 wide, full HD |
| Pages that open on a full-screen video | 0 | 24 of 60 |
| Video files hosted on the site | 10: 9 procedure videos and 1 patient testimonial | 26: 25 page videos and the same patient testimonial |
| YouTube videos from other organizations | 9 | 0 |
| Google Maps frames loaded | 98, one on every page | 1, on the contact page |
Articles
News and articles
Old blog posts that answered the same questions were merged into single articles and sorted into categories. Every old article address redirects to its new article, so links and search rankings carry over.
Old blog posts
59
New articles
37
Categories
9
Old article URLs redirected
59 of 59
Brand
Brand and photography
The new look follows the practice's design brief: ivory, graphite and gold, a classical display face, and photographs from the practice's own shoot.
Before
#45C6E6 · #66C6C2 · #0C71C3 · #F4BD81 · #E2F7F6
It's Your Turn To Smile.
Lato and Open Sans on a Divi page-builder theme
SARASOTA SMILE DESIGNCosmetic & Restorative DentistryAfter
#FCFBF9 · #EFE9DF · #26231F · #B99A5B · #8A7A63
Cosmetic Dentistry in Sarasota
Cinzel for display, Mulish for text
Frames in the practice's photo shoot
61
Text typefaces loaded
4to2
Google Fonts stylesheets on the homepage. The new site hosts its own fonts.
5to0
Platform
What runs the site
| Item | Before | After |
|---|---|---|
| Software | WordPress 7 with a Divi-based theme | Astro, prebuilt static pages |
| Plugins | 20 active, including 3 form plugins and 2 redirect plugins | 0 |
| Hosting | GoDaddy Managed WordPress | Cloudflare Pages |
| Script tags per page, average | 51.1 | 5.0 |
| Stylesheet files per page, average | 15.4 | 0, styles are inlined |
| Image formats | JPEG or PNG for 1,036 of 1,177 images | WebP for 755 of 817 images |
| Checks before every release | None | The build fails on broken links, schema errors, missing alt text, duplicate titles and redirect conflicts |
Every page
Every page, before and after
Desktop, 1920 by 1080. Open a page to scroll both full-length screenshots side by side.
Sarasota Smile Design, live
Open sarasotasmiledesign.com Old site, June 2026 capture
Screenshots taken September 24, 2026. Before: the old site rebuilt locally from its archived HTML and GoDaddy backup. After: the live site.