Marchmont Dental
A practice losing new patients to a six-second load time
Load time down from 6.1s to 1.2s on mobile, and new-patient calls up 38%.
- Webflow development
- Performance and SEO essentials
- Ongoing optimizations
A wireframe of the page structure we built for Marchmont Dental. We draw these rather than publish screenshots, so the case study stays accurate as the client keeps editing their site.
1.2s
Largest Contentful Paint on mobile
Down from 6.1s
+38%
New-patient calls
Six months after launch versus the six before
22 → 0
Third-party plugins
The whole plugin layer removed by rebuilding
2
High-value treatment pages added
Implants and clear aligners, each with its own inquiry path
Speed figures are PageSpeed Insights mobile field data. Call volumes come from the practice's tracked phone number, comparing the six months either side of launch.
What was going wrong
Marchmont's site was built on a template with twenty-two plugins, four of which loaded their own copy of a JavaScript library. On a phone over cellular it took just over six seconds to show anything at all.
The practice had recently added implants and clear aligners, both high-value treatments, but neither had a page. Visitors searching for those treatments landed on a general services list and left.
Nobody at the practice could edit the site, so opening-hours changes over the holidays were simply never made.
What we did about it
In the order it happened, including the decisions the client pushed back on.
Rebuild rather than optimize
We priced both options honestly. Stripping the plugin stack out of the old site would have cost most of a rebuild and left the underlying template in place. Rebuilding in Webflow removed the plugin layer entirely and the load time problem went with it.
Give the money treatments their own pages
Implants and clear aligners each got a full treatment page: what the process involves, what it costs in ranges, how long it takes, and who at the practice does it. Both pages carry their own inquiry form and a finance explainer, which is the question the front desk was fielding most.
Hand over the boring but important controls
Opening hours, holiday closures, the team list and the treatment prices are all CMS fields now. The practice manager updates them herself. The holiday hours went up on time for the first year since the site was built.
What it was built on
- Webflow CMS for hours, team and treatment pricing
- Native Webflow forms with practice-manager routing
- Compressed WebP imagery
- GA4 with call-click tracking
- Dentist and LocalBusiness schema
I asked them to speed up the old site and they told me it would cost nearly as much as starting again, and then explained why. That honesty is the reason we still have them on a monthly retainer three years later.