The business
Dickson Dental on Cape is a family dental clinic in Canberra. Its old website was a WordPress theme with AI-written copy and demo images. On a phone, the main content took 22.8 seconds to appear.
What the research found
We started with the clinic's own strengths, then profiled 14 competing clinics: what they rank for, which pages bring them visitors, and how they present themselves.
The keyword research produced 862 ideas. We scored each one by intent, volume and difficulty and kept 365, mapped so that every page has one clear job and no two pages compete for the same search.
What we built
- All page content, written from the research before any design started
- A new site built from scratch in Next.js, with Tailwind CSS, HeroUI and Framer Motion
- Local SEO and structured data for every service page
- Internal linking planned page by page: every service page is linked from at least five others, with zero orphan pages and zero broken links
Results
- Mobile load time (largest contentful paint) cut from 22.8 s to 2.7 s
- Lighthouse mobile scores of 96 for performance and 100 for accessibility, best practices and SEO
