A website is not the deliverable. Customers through the door is the deliverable. Here is what that looks like when it works, with the receipts attached.
He removes wisdom teeth for a living, and he is very good at it. None of that was reaching the people searching for him.
The practice had been through the usual sequence — a WordPress site that accumulated plugins and technical debt until nobody wanted to touch it, then a move to Squarespace, chosen for the reason most practices choose it: it looked tidy and it stopped the bleeding. What it did not do was compete. A templated platform gives you a template’s ceiling.
So we moved him onto Jamtable and rebuilt around the patient’s question rather than the practice’s ego. One authoritative page per procedure. Semantic structure, medical and local-business schema, a real internal linking model, and a full redirect map so nothing earned to date was thrown away in the migration.
Visit the site →Every engagement we run follows the same six stages. It is deliberately boring and deliberately repeatable, because clients do not need creativity in the process. They need it in the output. Here is how each stage ran for Dr Irving.
Ninety minutes. No brief. Briefs describe the website a client thinks they need, which is almost never the business problem they have. We asked which procedure he performs most, where his patients come from, and what happens after a referral. The answer to the last one — they go home and they search — was the whole business case.
Nobody could find him. The platform was the ceiling. The site was slow, and speed is trust. The content described the surgeon instead of answering the patient. There was no conversion path. And structurally, a specialist surgeon was losing surgical searches to general dental clinics with bigger budgets.
The stage most agencies skip, because it is where you talk yourself out of billable work. Our filter is one question: does solving this change the number of patients through the door? Three things passed. Own wisdom teeth removal in the catchment. Get off the platform. Answer the patient’s real questions faster than anyone else.
One page, costed and sequenced, with the success criteria written down before a line of code existed — because a plan without a definition of success is a wish. Rebuild custom. Structure the site around procedures, not the practice. Engineer the technical foundation properly. Build for the pain point. Make every page convert.
We built it. He went back to operating. Every page is a complete, self-contained answer — impaction, symptoms, the three stages from consultation to follow-up, recovery, and the honest questions about pain and risk. Performance was treated as a feature. Accessibility was built in, not bolted on with an overlay. The migration lost nothing.
Claims without receipts are marketing. First page across the procedure set, second position for wisdom teeth removal in the catchment, and a perfect score in all four Lighthouse categories — inside six months, with no further meetings required from the client.
A long problem list is not a plan. All of these are defensible; none of them were the constraint. You do not fix a bottleneck by optimising everything except the bottleneck.
Four categories. Four hundred out of four hundred. Measured by Google PageSpeed Insights, 15 July 2026. For reference, the median site in this vertical does not clear 60 on performance.
| Input | Amount |
|---|---|
| Strategy meetings attended | 1 |
| Briefs written | 0 |
| Content drafted by the client | 0 |
| Design reviews sat through | 0 |
| Weekly status calls | 0 |
Most practice websites are not underperforming because of the copy, the colours, or the logo. They are underperforming because somebody sold the practice a website instead of solving a business problem, and then invoiced them monthly for maintaining the thing that does not work.
Dr Irving did not need a website. He needed the people already searching for exactly what he does to be able to find him. That is a different problem, and it has a different answer.
If your business is invisible for the thing you are best at, we should talk. It takes one meeting.