Where the business was before the redesign
The Černy practice is a dental practice in Dedinje, Belgrade, run by Dr Aleksandra Černy, with more than 25 years of work and patients who also come from abroad. The practice offered ozone therapy, painless dentistry and implants, an offer stronger than most of the competition, but the website did not show it.
The old site was built on a ready made WordPress theme: a full width slider with a stock photo of a smile, a menu of nine items in thin capital letters, a green bar with phone numbers at the top and text that was hard to read over the photos. A patient coming from Google could not see in a few seconds which services the practice offers, what they cost or how to book. On a phone all of it was even slower and smaller.
For a practice that charges for implants and cosmetic dentistry, the website is the first contact with a patient and has to inspire the same trust as the practice itself. This one gave the impression that nobody had looked after it for years.
The solution, step by step
We built the site from scratch on WordPress, on the new domain cernydental.com, because the practice wants to change texts, prices and articles itself, without a developer. We stayed on WordPress, but without a heavy ready made theme: the design was made for the practice, with few elements on screen and plenty of space, so the site opens fast on a phone.
The home page now shows what sets the practice apart in the first screen: a photo of the real practice instead of a stock smile, one clear message and the four main services below it, ozone therapy, painless dentistry, cosmetic dentistry and implants. The menu was cut down to what patients look for: services in a dropdown, dental tourism, price list, reviews, before and after, articles and contact.
Every service got its own page with a title and description that follow how people search, for example "implantati Beograd" (implants Belgrade) or "bezbolna stomatologija" (painless dentistry), instead of titles from the theme. We added a price list, a before and after gallery with real cases from the practice and a dental tourism page that explains accommodation, airport transfer and the course of treatment for patients coming from abroad. Google reviews with a 4.9 rating are shown on the home page, because patients choose a dentist by recommendation.
The site is in two languages, Serbian and English, with a language switch at the bottom of the screen, and every page has a WhatsApp button for booking, because most patients would rather write than call. Opening hours, address and phone numbers are in one place in the header and footer.
Technical details
- WordPress with a custom design, without a heavy ready made theme, so the practice edits content itself
- Two languages, Serbian and English, with separate pages for each language, not automatic translation
- Pages per service with titles and descriptions based on what patients type, a sitemap and Google Search Console from launch
- Price list, before and after gallery, a blog for dental articles and a dental tourism page
- A WhatsApp button and Google reviews on the home page, hours and address in the header and footer
- Optimised photos and few plugins, so the site opens fast on a phone
We use the same approach on every project: website redesign and web development and WordPress maintenance.
What changed
The practice got a website that looks like the practice: tidy, clear, with photos of the space and a clear offer. A patient coming from Google sees in a few seconds which services exist, what they cost and how to book, in Serbian or English.
The site has just launched, so we do not have Google Search Console numbers yet. Once the first 90 days have passed, a chart of clicks and impressions goes here, as with our other projects. Until then we do not publish percentages we cannot show.
What you can apply to your own business
- A practice with a better offer than the competition has to show it in the first screen. A stock photo of a smile says the site was bought, a photo of your practice says you exist.
- A nine item menu is not a wealth of content but an obstacle. A patient looks for three things: what you do, what it costs and how to book. Everything else comes second.
- Every service deserves its own page, because Google ranks pages, not websites. "Implants Belgrade" cannot rank on a page called "Services".
- WordPress is not the problem, a ready made theme is. If the client wants to edit content themselves, WordPress with a custom design is often a better choice than a custom build nobody in the company can edit.
- A redesign without numbers is not finished. That is why we ask for Search Console access from launch and publish the result only when it exists, instead of inventing it.