Case Study: SEO Website Build for InPoland.Dentist
How a WordPress build using WPMU DEV tools and the VAST theme created a fully SEO-optimised dental clinic directory in just three months.
📘 Project Summary
- Client: InPoland.Dentist
- Sector: 🦷 Healthcare & Dental (Poland)
- Duration: ⏳ 3 months
- Platform: WordPress with WPMU DEV, VAST theme
- Starting Point: 🚫 No website, no copy, no imagery
- Scope: 🛠️ Full-site build, SEO strategy, content creation, photography, and launch
🔍 1. The Challenge
The project started with a clean slate—just a domain and a goal to attract international patients. As I am based in Poland, there was no relocation needed.
- ❌ No website structure or presence
- ❌ Zero written content or images
- ❌ No tracking or SEO setup
With just three months to launch, the objective was to create a professional, trustworthy dental directory site that ranks locally and appeals to English-speaking clients.
🧠 2. The Strategy
SEO was integrated at every phase—site build, content planning, visual creation—using WordPress, WPMU DEV plugins, and the VAST theme.
📂 A. Site Planning & Architecture
- Structured navigation by services (Implants, Orthodontics, Aesthetic Dentistry) and patient needs (Pricing, FAQs, Contact)
- Built topic clusters to support cross-linking and maintain search intent clarity
✍️ B. Content Research & Writing
- Researched dental search intent
- Authored service pages, “About Us”, patient journey guides, and FAQs
- Used clear, reassuring tone aimed at international patients and locals
📸 C. Photography & Visuals
- Arranged professional photos of the clinic interior, staff, and treatments
- Optimised images via Smush—compressed, SEO-friendly filenames, and descriptive alt text
⚙️ D. Technical SEO & WPMU Setup
- Installed WordPress with WPMU DEV plugins: SmartCrawl, Hummingbird, Smush, Defender
- Configured clean URLs, meta titles/descriptions, and service schema markup
- Enabled caching, lazy loading, and minification to reduce load time by ~50%
- Optimised mobile layout and accessibility for ease of booking on smartphones
📊 E. SEO Tracking & Launch
- Connected Google Search Console and Google Analytics
- Tracked indexation, performance, and search queries via SmartCrawl
- Performed weekly site health audits through WPMU HUB
- Refined content based on user data and keyword insights
📈 3. The Results
🔎 Search Visibility
- 180+ pages indexed within 60 days
- Ranked for 60+ terms including “dental implants Warsaw” and “teeth whitening Poland”
- Multiple service pages reached top 5 positions
👥 Traffic & Engagement
- 72% of traffic from organic search by Month 3
- Visitors from Poland, UK, Germany, and Scandinavia
- Bounce rate under 40%; average session time 2.5 minutes
📷 Content Performance
- Service pages and clinic tour post had highest user engagement
- FAQ sections reduced support queries and improved search visibility
📨 Conversions
- Appointment form submissions began Week 2 and increased by 85% over 3 months
- Inquiries from international patients (UK, Germany, Scandinavia) started by Month 3
💡 4. Lessons for Entrepreneurs
| 📌 Lesson | 💬 Why It Matters |
|---|---|
| SEO should be built-in from the start | Boosts efficiency and avoids later technical debt |
| Clear, localised content converts | Multilingual clarity reassures international clients |
| WPMU DEV makes technical SEO accessible | Smart plugins handle schema, caching, speed without code |
| Fast performance builds trust | Patients on mobile expect quick, reliable sites |
| FAQs reduce friction | Anticipating questions supports SEO and user experience |
🧾 Final Thoughts
This project demonstrates how a specialist service site—built carefully with SEO at its core—can attract local and international clients within months.
With WordPress, WPMU DEV plugins, and the VAST theme, the directory achieved a professional, mobile-friendly, and results-driven web presence, all delivered in just three months.
