Case Study: Exquisite Dentistry — Turning a Legacy Beverly Hills Brand Into a Modern, Trackable Growth Engine
work highlights
High-end cosmetic dentistry
Location: Beverly Hills / Los Angeles, CA (Exquisite Dentistry)
Practice: Exquisite Dentistry (Dr. Alexie Aguil) (Exquisite Dentistry)
Scope: Website rebuild, SEO preservation + upgrades, local listings cleanup, funnel + forms rebuild, analytics + attribution, ongoing optimization
Live website proof links
How we approached this refresh, without guesswork
The workflow moved from evidence-first diagnosis to staged implementation. No vanity rewrites; just clarity and measurable outcomes.
What changed first
- We mapped technical debt and preserved SEO-critical assets before rebuilding.
- We rebuilt the funnel flow and attribution layer so leads were measurable.
- We tightened listings, tracking, and local consistency so the practice looked coherent everywhere.
How we measured progress
- Search visibility risk was controlled through staged rebuilds and validation checkpoints.
- Conversion friction was reduced first in mobile paths, then reinforced through scheduling and forms.
- Attribution was reworked into source-aware pipelines that made channel performance legible.
Operational impact
- The site now presents the practice’s premium position at first touch.
- Local discovery and trust signals became less fragmented across platforms.
- Growth work moved from ad-hoc fixes to a repeatable system.
“We’re one of the best practices in the city… so why does our website look like it isn’t?”
Exquisite Dentistry is the kind of practice most dentists wish they had.
They’ve been established for years. They’re known for elite cosmetic work. They have deep community trust. They attract a high-end patient base, including celebrity clientele. And their in-person experience feels premium.
But online?
The website told a different story.
And that mismatch creates a specific kind of anxiety that practice owners know too well:
- “If someone finds us on Google for the first time, do we look as good as we actually are?”
- “Are we leaking high-value patients because the site feels old or confusing?”
- “Are we one plugin update away from the whole thing breaking?”
- “If we rebuild, will we destroy years of SEO and rankings?”
That last one is the trap.
Because when a practice still gets leads from search and maps, the website becomes a ticking time bomb:
bad enough to hold you back, but “working” enough that you’re scared to touch it.
That was Exquisite Dentistry.
The Real Problem Wasn’t “A Bad Website.” It Was Compounding Scar Tissue.
Yes, the website was outdated.
But the deeper issue was what we see constantly in established practices that have been online for a long time:
1) Years of vendor “patchwork” creates invisible technical debt
Over time, different vendors add different “fixes”:
- a scheduling widget here
- a form plugin there
- a theme change
- an SEO plugin migration
- tracking scripts piled on top of tracking scripts
Eventually nobody can answer basic questions like:
- What forms are still active?
- Where does that lead go?
- What’s connected to what?
- Which phone number is actually being tracked?
- Which pages are indexed, and which are broken?
On the surface it “runs.” Under the hood it becomes a maze.
2) The brand was strong… but the online presence wasn’t converting like it should
They had the reputation. They had the reviews. They had the results.
But the online experience wasn’t doing their excellence justice:
- old design signals “average” when the practice is premium
- clunky mobile UX creates friction at the exact moment patients want ease
- generic copy doesn’t match the sophistication of the actual care
3) They couldn’t clearly see what was working
They were getting leads, but they didn’t have clean clarity on:
- Did this patient find us on Search, Maps, Apple Maps, Instagram, Facebook, or referrals?
- Which campaigns or pages are driving real consults (not just clicks)?
- Where are patients dropping off in the booking flow?
When tracking is messy, you end up guessing.
And guessing is expensive.
Keyword and discovery baseline
We audited current keyword performance and query intent to separate what was already working from what had become noise. That made the rebuild safer: improvements were prioritized where retention and intent overlap.
The analysis focused on preserving proven demand while closing conversion gaps in top-intent pages.
Competitor Analysis
We mapped the competitive landscape to understand what was outranking Exquisite Dentistry and why.
That let us prioritize the fastest visibility gains without risking the legacy SEO equity.
The competitor review helped us isolate service-matched messaging gaps and technical signals that were under-optimized on core pages.
We then redesigned landing architecture around trust, clarity, and intent matching, instead of copying the broadest dental template patterns.
Toxic Backlink Audit
We audited the backlink profile to isolate risky links and confirm which signals were safe to keep.
This protects rankings while we build higher-quality authority over time.
We separated high-risk links from stable, legitimate signals and then planned link cleanup in phases so authority signals did not get disrupted during the site rebuild.
Prism’s Approach: Don’t Swing the Wrecking Ball First
Most agencies do the same thing:
They walk in, trash the current system, rebuild everything, and call it “modern.”
That’s how practices lose rankings.
So we did the opposite:
Phase 1 — Understand the machine before you replace parts
Before we rebuilt anything, we spent the early phase:
- mapping the existing website + plugin ecosystem
- identifying technical debt and risk areas
- auditing indexation + crawlability
- cleaning up obvious low-hanging fruit in the local ecosystem
This included syncing and tightening the practice’s presence across major local platforms:
- Google Business Profile
- Apple Business Connect
- Yelp for Business
(And related listings consistency)
Learn more: Local listings cleanup → local listings cleanup
This alone can reduce confusion signals (for patients and algorithms) and stabilize lead flow.
Phase 2 — Rebuild at the right moment, with SEO preservation as the #1 constraint
Only after we understood the existing system did we rebuild the website.
The goal wasn’t “make it pretty.”
The goal was:
- match the premium in-person experience
- remove technical debt
- improve mobile conversion
- preserve what already worked in SEO
- create a foundation we can iterate on without fear
This is what our Dental Website System is built for:
dental website system
The Website Rebuild: A Modern Front-End + A Simpler Back-End
When we launched the new site, we focused on two things at once:
1) Front-end: premium clarity
Patients don’t “evaluate” your website consciously.
They feel it.
So we rebuilt the experience around:
- trust, polish, and calm confidence
- clear navigation for high-intent services
- mobile-first flow (because that’s where decisions happen)
- faster load times and better UX patterns
In short: the site now looks like the practice feels.
2) Back-end: remove complexity so it can’t rot again
A huge part of the work was subtracting:
- removing brittle plugin dependencies
- simplifying workflows that no one understood
- standardizing tracking and event logic
- ensuring future edits don’t create new “scar tissue”
The result: a site that’s easier to maintain, easier to improve, and far less likely to break.
The Hidden Win: Rebuilding the Funnel (Forms, Scheduling, Attribution)
A “new website” doesn’t matter if the booking flow still leaks.
So we rebuilt the intake pipeline with two priorities:
- A smoother patient experience (especially on mobile)
- Clean attribution so the practice can finally see what’s working
We upgraded:
- scheduling / consultation request flow
- form UX and structure
- lead routing + tagging
- attribution logic (where leads came from: Search vs Maps vs Social vs Ads)
This is where practices start to feel relief.
Because now you can answer questions like:
- “Are we getting cosmetic consults from Maps or Search?”
- “Are ads driving real appointments or just traffic?”
- “Which pages are producing the best patients?”
This is the difference between marketing that looks active and marketing that prints money.
Related: apps + forms systems → prism apps + forms
Analytics Overhaul: Stop Guessing, Start Knowing
We then rebuilt the measurement stack so the practice could see reality.
That included:
- Google Analytics (clean setup + conversion structure)
- Google Search Console (indexation + query intelligence)
- SEMrush (competitive + technical monitoring)
- Hotjar (behavior, drop-off, friction discovery)
This let us deeply analyze:
- SEO performance and technical crawl health
- site speed and mobile usability
- conversion bottlenecks
- how bots (search + AI discovery) interpret the practice
Learn more:
SEO system → prism seo
Growth reporting → prism growth reporting
The Strategy: Make Platforms Confident Sending Patients Here
Here’s the part most agencies don’t say out loud:
Google, Apple, and Meta are not “traffic sources.”
They are gatekeepers.
They decide who gets shown and who doesn’t.
So the strategy is not “post more” or “run ads.”
The strategy is:
Send clear signals that:
- this is a real, trusted business
- patients have a great experience here
- the brand is consistent everywhere
- the website answers the intent behind the search
- the business is active and investable as a local entity
That’s how you win over time.
And it’s why we connect the full ecosystem:
- site + SEO
- listings + reviews
- ads + landing pages
- analytics + iteration loops
Related:
Ads system → prism ads
Google Ads → prism × google
Proof engine (reviews + trust) → proof engine
Outcomes (What Changed)
Exquisite Dentistry came out of this engagement with something most practices never get:
A premium digital presence that finally matches the real product
- modern design that supports a luxury brand
- clearer service pathways
- stronger trust signals
- better mobile experience
A tech stack that can evolve without breaking
- fewer fragile dependencies
- cleaner infrastructure
- easier iteration cycle
- safer updates
A measurable funnel
- smoother scheduling + forms
- clearer attribution
- cleaner analytics
- better insight into what channels drive real consults
Claim-to-evidence mapping
- Premium brand was not reflected online
Evidence: site audit, internal discovery notes, and user-flow review - Tracking and attribution were fragmented
Evidence: form routing map, channel tagging standards, and analytics setup refresh - Site rebuild preserved search visibility while improving structure
Evidence: indexation checks, crawlability cleanup, and routing/link hygiene
What is already proven vs what is in progress
Proven
- Mobile-first trust-first presentation is now consistently visible on key pages.
- Technical fragility was reduced through consolidation and clearer route/asset controls.
- Attribution now has a practical baseline for channel-to-consultation review.
In progress
- Service-page ranking growth into stronger top-of-funnel dominance is ongoing.
- Google Ads policy-limit cleanup and budget broadening are next optimization steps.
What This Means for Other Practice Owners
If you’re a dentist and any of this feels familiar, you’re not alone:
- You’ve been around long enough to accumulate website “scar tissue.”
- You’re afraid to rebuild because you might lose rankings.
- You know your practice is excellent—but your online presence doesn’t show it.
- You’re spending money (or time) on marketing without clean clarity on ROI.
- You want a system you can trust, not a fragile website you’re scared to touch.
That’s exactly what Prism is built for.
We don’t just “make it look better.”
We build an AI-native growth stack that makes your practice easier to discover, easier to trust, and easier to choose.
See more results: case studies
See why dentists work with Prism: why dental practices love prism
CTA
If you want to know what’s holding your practice back online — and what to fix first:
- Get a free analysis: free analysis
- Or go straight to get started: get started
- Or talk with us: contact prism
Ready to modernize your practice without risking what already works?
Let’s build the system you’ll be proud to send patients to.