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Website health8 min read

Example: How a Local Clinic's Site Could Go from Invisible to Found

A worked example with a made-up dental clinic: what a website check finds, which fixes matter most, and how the score could climb from 41 to 82.

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In plain words

This is a made-up example, not a real client: a family dental clinic with an old website that Google barely shows. We walk through what a check finds, which fixes matter most and in what order, and how the score could climb from 41 to 82. The numbers are illustrative, but every problem in it is one we see on small business websites all the time.

This article goes into the technical details. You don't need them to act on the summary above; they are here for you or whoever builds your site.

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TL;DR: This is a worked example with a made-up business, Harbor Dental Clinic, and illustrative numbers. Its old site scores 41 out of 100 on our check: one long page for every treatment, opening hours that disagree with Google, a heavy photo slider and nothing that says what the clinic does and where. Splitting the treatments into their own pages and fixing the basics takes it to 68. A second round of smaller fixes, mostly labelling content that already exists, takes it to 82. Run the free Website health check to see where your own site starts.

The question we hear most from business owners is not "what is my score" but "what would you actually fix first, and would it be worth it". A real client's report answers that for one site, and we would rather not publish anyone's business. So here is a made-up clinic instead, walking the typical path, with numbers we are not pretending were measured.

The clinic

Harbor Dental Clinic is fictional. Picture a family practice with two dentists and a hygienist in a mid-sized town, open six days a week, where most new patients arrive by word of mouth or from Google Maps. The website was built from a template four years ago by a relative who has since moved on to other hobbies, and nobody has touched it since apart from changing the phone number once.

The owner's complaint is familiar: people who already know the clinic can find it, but searches like "dentist open Friday" or "teeth whitening near me" show three competitors and never this clinic. The owner also noticed that when a friend asked ChatGPT for a dentist in town, the clinic did not come up at all.

The first check: 41 out of 100

Nothing is broken in the way a crashed site is broken. The site loads, the phone number works, the photos are nice. Every problem sits in what Google and AI assistants can read:

  • One page for everything. Check-ups, fillings, crowns, whitening and children's dentistry all sit on one long home page. A search for "teeth whitening" has no page to land on, so Google picks a competitor that has one.
  • Opening hours that disagree. The site says the clinic closes at 18:00 on Thursdays. The Google Business Profile says 19:00. Google notices mismatches like this, and so do patients who turn up at 18:30.
  • A heavy photo slider at the top of the page. Five full-size photos load before any text on a phone, so the main content takes about four seconds to appear on a mid-range phone. Google's own guidance on loading speed treats anything over 2.5 seconds as needing work.
  • No sentence that says what and where. The main heading is the slogan "Smiles that last". The words "dentist" and the town's name appear only in the footer.
  • Nothing labelled for Google. There is no structured data at all, the hidden layer of code that tells search engines this is a dental clinic, at this address, open at these hours.

A patient on a fast laptop sees none of this. A search engine sees all of it, and so does every AI assistant that reads the page to answer "which dentist near me is open on Friday".

Round one: the structural fixes

The report sorts every finding by how much it holds the site back and how much work it takes, and the first round is the big structural one:

Finding The fix
One page for every treatment A page per treatment, each with its own title, heading and a few hundred words written by the clinic
Slogan as the main heading "Family dentist in Harbor Town" as the heading, slogan below it
Opening hours disagree One set of hours, updated on the site and on the Google Business Profile the same day
Heavy photo slider One compressed photo, loaded first; the gallery moves to its own page
No structured data A Dentist label with name, address, phone, hours and the treatment list
Old page addresses Every old address redirects to the new page that replaced it

Redirects are the fix owners skip most often, and they matter more than they look. Google's guidance on moving pages is plain: a permanent redirect is how a new page keeps whatever the old one had earned.

After this round the site scores 68. Most of the jump comes from content and on-page, which carry 43% of the weight between them and had both been scored on a single page trying to be about everything.

Round two: labelling what was already there

The second check, a month later, finds a site in decent shape with a list of smaller, cheaper gaps. Second reports usually look like this. The structural problems are gone and what remains is specific.

  • The clinic has 14 questions and answers written on its pages, such as whether it sees children and what happens at a first visit. None is labelled as a question and answer, so it gets labelled.
  • 22 patient reviews sit on the home page as plain text. They get labelled, and the clinic starts asking patients to leave the same review on Google.
  • The price list is a table of numbers with no labels. Each treatment gets a labelled price range.
  • The Google Business Profile has two photos and no treatment list. The clinic adds both, following Google's tips for a better profile.
  • The AI assistants that answer local questions were already allowed in, but each treatment page takes three paragraphs to reach the point. The first two sentences of each page are rewritten to answer the obvious question directly.

Each of these is an afternoon of work or less, and together they take the site to 82.

Notice that nothing in this round involved writing new content. The questions, the reviews and the prices were already on the site. What was missing was the explanation to Google and the AI assistants of what each thing was. We see this pattern on small business sites more than any other: the owner has done the hard part, written good answers and collected real reviews, and then all of it sits on the site with no system understanding it is there. That is why the second round is so cheap for what it moves, and why it is worth doing before anyone starts writing new articles.

The arithmetic

Category Weight First check Second check Third check
Technical 22% 52 70 84
Content 23% 36 66 80
On-page 20% 40 72 86
Structured data 10% 25 55 74
Speed 10% 48 76 88
AI readiness 10% 40 62 78
Images 5% 45 70 80
Overall 41 68 82

These are illustrative numbers, but the arithmetic is the real method. The overall score is the weighted average of the seven categories, as described in our 2026 SEO audit checklist: the first row comes to 41.3, the second to 67.8 and the third to 82.1.

Still open at 82

A good score still comes with a to-do list. The third report leaves these open, in the order we would do them:

  1. Prove the booking form works. The online booking form sends requests to another company's booking system. From outside we can see it submit, but we can't see the request arrive. One real test booking settles it, and it is the page that brings in new patients.
  2. Move reviews to Google. 22 reviews on the site and four on the Google Business Profile is the wrong way round for local search.
  3. Answer questions people ask before they choose. Every page describes the clinic's own services. Nothing answers "does whitening hurt" or "when should a child first see a dentist", which is how someone who has never heard of the clinic finds it.
  4. Add the dentists' full names and qualifications to each treatment page. Health topics are held to a higher standard of trust.

The first two are hours of work. The third is the slow one, and it is the reason a good score is not the same thing as a finished site.

What transfers to your site

Give every service its own page. A one-page site hands Google and the AI assistants one chance to match one search, and that is rarely enough. Then check the boring facts everywhere they appear, meaning name, address, phone and opening hours on the site, on Google and anywhere else you are listed, since a mismatch there costs more than most design decisions. And measure before and after with the same method. That way a change in the score means a change in the site, not a change in the ruler.

You can start today with the free Website health check on your home page and the Speed test on your phone. If you want the whole site checked, with a score, the problems in order and a fix list you can hand to anyone, that is the full report. You can also see what the report itself looks like on the example report page.

Questions people ask

Is Harbor Dental Clinic a real client?
No. It is a made-up clinic on a reserved example domain, and every score in this article is an illustration. We built the example from problems we see again and again on small business sites, so the findings and the order of the fixes are realistic, but no real site was measured here.
How long would it take to go from 41 to 82?
In the example, about eight weeks: a rebuild of the treatment pages in the first month and a round of smaller fixes in the second. A real site can move faster or slower depending on who does the work and how much of the content already exists.
Would the clinic get more patients at 82?
Probably more people would find it, but the score does not measure patients. It measures the condition of the site: whether Google and AI assistants can reach it, understand it and trust it. Bookings depend on that plus prices, reviews, location and a dozen things no website check sees.
What is the 41 to 82 score, exactly?
It is our audit's health score: seven categories scored 0 to 100 and combined with fixed weights (technical 22%, content 23%, on-page 20%, structured data, performance and AI readiness 10% each, images 5%). It is not a Google metric.
Which fix in the example matters most?
Giving each treatment its own page. It is the largest piece of work in the example and it moves the two heaviest categories, content and on-page, at the same time. Everything after it is cheaper and smaller.

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