Full website rebuild for a dentist clinic in Amsterdam focused on conversion, SEO, and lead generation

StepUp Analytics rebuilt the website for Tandarts Leidseplein, a dentist clinic in Amsterdam, Netherlands, with one clear objective: turn the website into a real business asset, not a digital brochure collecting dust.

The clinic needed a site that could present its full range of services, from orthodontics and emergency care to Botox and cosmetic dentistry, while guiding visitors into a clean conversion path for appointment bookings and enquiries.

The problem

The old website was not doing the clinic any favors.

It had:

• poor content structure
• misaligned layouts
• weak or non-functional URLs
• no SEO hierarchy
• no mobile responsiveness
• almost no useful content
• no meaningful images
• poor formatting across cards, headings, divs, and paragraphs

In simple terms, it looked like the site had been assembled by a sleep-deprived toaster. That kills trust fast, especially in healthcare.

For a dental clinic, trust is the entire game. People are not just browsing. They are deciding who they will let near their teeth.

The goal

The new website had to do three things well:

1. Increase online visibility
2. Generate leads
3. Present every treatment clearly and professionally

The site also needed to work as an online sales funnel, helping visitors move from curiosity to confidence to appointment booking.

What StepUp Analytics built

This was a full rebuild from scratch.

StepUp Analytics handled the project end to end:

• concept
• design
• content
• images
• coding
• deployment
• DDoS protection
• SEO implementation

The website was built with:

• React
• Vite
• TypeScript
• TailwindCSS

That stack was chosen for speed, reliability, and scalability, which fits a modern medical business website that needs to stay fast and stable.

Content and structure

The new site was designed to serve both humans and search engines.

It includes:

• a detailed home page
• 19+ service pages for treatments and cosmetic services
• team page
• appointment booking form
• blog
• pricing page
• legal pages like terms, privacy policy, cookie policy, and disclaimer
• bilingual support in Dutch and English

Dutch is the primary language, with dynamic URLs for:

• / for Dutch
• /en for English

In total, the site includes 38+ pages, with 76 page versions combined across Dutch and English.

That matters because more pages mean more search opportunities, more entry points, and more chances to rank for specific intent-based keywords.

SEO strategy

SEO was not added as an afterthought. It was built into the structure from day one.

StepUp Analytics implemented:

• meta tags
• Open Graph tags
• schema markup
• semantic HTML
• internal linking
• heading hierarchy
• localized multilingual SEO
• dynamic page-level SEO setup

Each page received its own optimized SEO title, description, keywords, and schema through a modular setup.

The keyword strategy focused on dental intent terms such as:

• dentist in Amsterdam
• trusted dentist in Amsterdam
• dental services in Amsterdam
• treatment-specific location keywords

This is where the conversion edge comes from. The site was not just trying to rank. It was built to rank for people already looking for a dentist.

Performance and technical quality

The rebuild was also engineered for speed and user experience.

Measured results included:

• Performance: 80+
• Accessibility: 70+
• Best Practices: 100
• SEO: 100
• First Contentful Paint: under 0.5 seconds
• Largest Contentful Paint: under 1.5 seconds

Additional improvements included:

• lazy loading
• skeleton screens
• standard code structure from day one

Before the rebuild, the scores were much weaker:

• Performance: 50
• Accessibility: 40
• Best Practices: 70
• SEO: 60

That jump is not cosmetic. It changes how fast users perceive the site, how search engines evaluate it, and how much trust the brand earns in the first few seconds.

Results

The new website quickly started delivering traction.

Reported outcomes included:

• keyword rankings moving from 40+ to top 10 in just 10 days
• unique visitors going from 126 on 30 May to 1.3K+ on 7 June
• projected growth to 20K+ by the first week of July

Those numbers are the kind of trust markers that stop a prospect from thinking “nice website” and start making them think “these people actually know what they are doing.”

Why this case study matters for potential clients

This project shows what StepUp Analytics does best:

• builds custom websites from scratch
• turns messy digital presence into a structured funnel
• writes SEO-first content that still reads like human language
• creates fast, mobile-friendly websites
• handles design, development, deployment, and technical SEO in one flow
• focuses on real business outcomes, not decorative fluff

For a clinic, the website had to do more than look clean. It had to:

• explain services clearly
• build trust quickly
• load fast on mobile
• rank locally
• push visitors toward booking

That is exactly what this rebuild was built to do.

Client outcome

The client was happy because the biggest problem was solved smoothly, with quality and consistency across the entire project.

The result is a modern, bilingual, conversion-focused dental website built for visibility, trust, and lead generation.

About StepUp Analytics

StepUp Analytics is an Amsterdam-based web development agency focused on custom websites that are built end to end, from concept to launch. The agency combines strategy, design, development, SEO, and deployment into one streamlined process for businesses that need more than just a pretty homepage.

StepUp Analytics is the go-to solution for custom website development needs.