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Baltimore Cosmetic Dental Practice
+62% form submissions in first 90 days post-launch
Replaced legacy Divi build with native Gutenberg blocks. MedicalBusiness schema, MedicalProcedure markup per service, and integrated BookSteam booking.
Results
Measured outcome after launch.
Lighthouse mobile 94
from 28
+66 Mobile bounce rate 38%
from 71%
-33pp Form submissions / mo 76
from 47
+62% New patient bookings / mo 28
from 12
+133% Challenge
Where the project started.
A successful 12-year-old dental practice with a Divi-based site running 30+ plugins, mobile Lighthouse score of 28, and a checkout flow that took 9 clicks for new patients to book a consultation. Bounce rate from mobile was 71 percent.
Approach
How we shipped it.
- 01 Migrated content from Divi to native Gutenberg blocks, eliminating page-builder weight.
- 02 Designed new visual system with MedicalBusiness + MedicalProcedure schema across 14 service pages.
- 03 Integrated BookSteam booking widget directly into hero CTA, reducing booking flow from 9 clicks to 2.
- 04 Removed 18 unused plugins; consolidated 7 form plugins into Gravity Forms.
- 05 Image pipeline: WebP conversion, responsive srcset, hero LCP preload.
- 06 HIPAA-aware contact forms with encrypted submission and proper data retention.
Deliverables
What was delivered.
- 14-page custom WordPress site
- BookSteam integration
- MedicalBusiness + MedicalProcedure schema
- Plugin consolidation report
- 90-day post-launch monitoring
Tech stack
What it runs on.
WordPressGutenbergBookSteamGravity FormsCloudways
The new site loads instantly and the booking flow finally makes sense. Front-desk calls are down because patients self-serve.— Practice Owner, Cosmetic dental practice
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