Endospecialists
- Dental (Endodontics), East Bay, CA
- Website Design
- Local SEO
- Custom Build
- Copywriting
A complete rebuild for the East Bay's largest independent endodontic practice: four offices, seven specialists, one clear path to care.
Visit endospecialists.com (opens in a new tab)
Who it's for, and what it needed
Endospecialists is an independently owned endodontic practice that has served the East Bay since 1974, with seven specialists across offices in Oakland, Berkeley, El Cerrito and Hayward.
Almost all of its patients arrive by referral, and many arrive in pain. The old site ran on a shared dental website platform, and much of its content was the same template copy used on other practices' sites. That made it hard to rank, and it never said what makes this practice different: GentleWave at every office, same-day emergency access and independent ownership. The new site had to reassure anxious patients, give referring dentists what they need, and be found for root canal searches in each of the four cities.
What we built
Each part of the site, and the job it does for Endospecialists.
-
Written in the owner's voice
The copy comes from an on-site interview with Dr. Priya O'Callaghan, so the site says what she would say in the chair: why she chose GentleWave, why the practice stays independent, and what patients can expect to pay. Every page is original, with no shared template copy.
-
Two audiences, two clear routes
Patients get "Request an Appointment" and "Dental Emergency" up front, and same-day emergency access on every page. Referring dentists get their own "For Dentists" page with a downloadable referral form and the direct line for each office.
-
A page for every office, doctor and treatment
Four location pages with hours, parking and a map, seven doctor bios with credentials and languages spoken, and a page for each treatment, from root canal therapy and GentleWave to apicoectomy. Each one can rank for its own searches.
-
Review numbers that stay honest
The Google rating and review count are refreshed from Google every month, and the build checks every review figure on the site before it publishes. A number nobody can back up never goes live.
-
Local SEO for four cities, with nothing lost in the move
Structured data describes the practice and each office with its address, hours and map location. Nearly a hundred old URLs are redirected to their new pages, so the search history the old site had built carries over.
-
Built for healthcare trust
Analytics only load after a visitor agrees, a HIPAA Notice of Privacy Practices and an accessibility statement are published, and an llms.txt file helps AI answer tools describe the practice correctly.
How it's built
- Front end
-
- Astro: static output
- TypeScript
- Tailwind CSS
- MapLibre: interactive map of the four offices
- Self-hosted fonts
- Hosting and automation
-
- Cloudflare Pages: serves the site and handles redirects
- GitHub Actions: monthly review-count refresh
- Google Places API: review counts
- Search and analytics
-
- Schema.org structured data
- XML sitemap
- llms.txt
- Google Analytics 4: only after consent
The services behind this project
-
New website
A custom website, built around the clients you want.
See new website -
Care plans
Updates, backups, speed, security and ongoing SEO after launch.
See care plans
How is your website doing at its job?
Run the free review on the site you have now. It shows what is helping, what is hurting, and what to fix first.
Rather talk it through? Call (925) 386-6626 or send us a note.
What the review is not
- A generic SEO grader with a fake score
- A promise of Google rankings
- A technical report full of jargon
- A sales pitch disguised as a free audit