The Wellington Clinic
A Chelsea dental clinic offering general, cosmetic, implant, orthodontic, periodontic, and endodontic dentistry.
A redesign for a Chelsea dental practice with six specialisms, rebuilt without giving up the search visibility the old site had spent years earning.
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I redesigned The Wellington Clinic’s website, a Chelsea-based dental practice offering general, cosmetic, implant, orthodontic, periodontic and endodontic services. My aim was to preserve their strong SEO performance while crafting a visually compelling, user-centric interface. Built with a modern Jamstack stack of 11ty, Netlify, and Figma, the site delivers lightning-fast load speeds, polished aesthetics, seamless navigation and responsive layouts. The result is a highly engaging, cleanly structured experience that makes key clinic information easily accessible for all visitors.
The Challenge
This project came with a constraint that shaped every decision. The existing site was performing well in search, and that performance had taken years to build.
Search visibility is an asset in the same way a client list is an asset, and redesigns are one of the most common ways businesses accidentally throw it away. Change the URLs without mapping them, restructure the content without thinking about it, and traffic that took years to earn can disappear in a fortnight. For a private clinic where a single new patient is worth a great deal, that is an expensive mistake.
On top of that, the clinic offers six distinct specialisms, from general dentistry through to endodontics. Each needed to be findable by someone who knows exactly what they are looking for, and understandable to someone who does not.
The Approach
The work started with an audit rather than a design. Before anything was drawn I went through the existing structure to establish which pages were earning their keep, what the URL structure looked like, and where every redirect would need to point once the new site went live.
That groundwork meant the redesign could be genuinely ambitious visually while the underlying architecture stayed deliberately careful. The specialisms were organised so each has a clear home, with language that works for patients who arrive knowing the technical term and patients who only know the symptom.
The build uses 11ty and Netlify, designed in Figma. Load times are fast on any connection, and the layouts hold up properly on a phone, which is where most people search for a dentist.
The Result
A site that looks considerably more polished than its predecessor, without the drop in search performance that so often follows a redesign.
Clinic information is easy to find, the six specialisms each have room to explain themselves, and the whole thing loads quickly enough that nobody gives it a second thought. Which, for a website like this, is the point.
