Concept rebuilds
Practices we have not met, rebuilt anyway
Part of how this studio learns a market is opening the websites in it and reading them properly, once as a patient and once as a machine. When one of them is failing at something structural, we rebuild it to see what the fix actually takes. The work below came out of that. Every practice is unnamed, and the point is the change, not the logo.
What this work is, and is not
These are unsolicited concept rebuilds. No practice commissioned this work, none of it has been approved by the practices concerned, and none of them is identified here by name, address, or any detail specific enough to look up. Nothing on this page is presented as a client engagement or an endorsement. Where a practice has since fixed something we found, good: the finding is dated to when we observed it, not to today.
Observed July and August 2026.
01
Dermatology*
A long-established practice whose own machine-readable record described none of its physicians.
What we found
Every page carried one identical generic business record. Not one of the practice's board-certified physicians existed as an entity a search engine or an assistant could read.
What the rebuild does
Each physician published as their own record, with training and board certification attached, so an assistant asked who practices there has something specific to say.
What we found
The only analytics tag on the site was one Google switched off in July 2023. Three years with no visitor data at all.
What the rebuild does
Current measurement from launch day, reported in plain English once a month rather than left running into a service that no longer exists.
What we found
An internal note from the web vendor was published in the footer of every page.
What the rebuild does
Nothing in the footer that was not written for a patient to read.
02
Podiatry*
A practice with no way to ask for an appointment online, at any hour, from any page.
What we found
Zero forms of any kind anywhere on the site, contact page included. The only routes in were a phone line during office hours and a consumer email address.
What the rebuild does
One booking path that works at nine on a Sunday night, on a phone, in three fields, with the practice's own address on the inbox it reaches.
What we found
The only structured data on the whole site was a bare website tag. No hours, no address, no specialty, no clinicians.
What the rebuild does
The practice record written where machines look: what is treated, where, when it is open, and who is there.
What we found
The footer's privacy and terms links pointed at the website vendor's own pages rather than the practice's.
What the rebuild does
Policies that belong to the practice and describe what it does.
03
Family dentistry*
A homepage whose main call to action led to a page that no longer existed.
What we found
The primary Request an Appointment button returned a 404. The owner's own name on the homepage was a malformed link that also 404'd.
What the rebuild does
Every link on the site resolving, checked as a build gate rather than after a patient finds it.
What we found
The footer referred to a dentist in the present tense a decade after his retirement, which the practice's own page recorded.
What the rebuild does
One source of truth for the roster, so the footer cannot drift from the page that lists who is actually there.
What we found
No machine-readable practice record at all, and the tag meant to invite search engines was misspelled, so it did nothing on every page.
What the rebuild does
The record present and valid, and the crawl instructions actually spelled the way crawlers read them.
04
Chiropractic*
A practice telling search engines to ignore the page holding its best fact.
What we found
Two pages in the main menu carried a hidden instruction telling search engines not to index them. One of the two held the practice's founding story, decades of it.
What the rebuild does
The story on the homepage where patients meet it, and readable by every engine rather than hidden from them.
What we found
Three different sets of opening hours, two of them on the same page, half an hour apart, with the machine-readable copy disagreeing with both.
What the rebuild does
Hours written once and read everywhere, so the page, the profile and the machine copy cannot contradict each other.
What we found
A social icon in the header still labelled for a network that shut down in 2019.
What the rebuild does
Links that go where they say they go.
05
Pediatric dentistry*
A site whose page description, on every page, described a church.
What we found
Every page shared one description written for an entirely different organisation, so search engines showed the wrong summary of the practice everywhere it appeared.
What the rebuild does
A description per page, written for the parent who is about to read it.
What we found
The machine-readable hours said open seven days, nine to five. The practice opened earlier, closed at midday on one weekday, and was shut all weekend.
What the rebuild does
Published hours and machine hours generated from the same source, so a parent is never sent to a locked door.
What we found
The About link in the main menu returned a 404, and the homepage understated how long the practice had been open by several years.
What the rebuild does
Navigation that resolves, and the practice's real age stated correctly because it is calculated, not typed.
Next step
See what your practice’s system would look like
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