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The brief
Erić Dental Centar is a dental practice in Pančevo, Serbia, opened in 2020 at Oslobođenja 23. Its patients come from Pančevo and from Belgrade. The old site was a WordPress theme with demo content that had never been removed: the theme’s sample doctors, an empty “Announcements” section and pages that had nothing to do with the practice. Above all, there was no clear path from a search to a booked appointment.
The goal for the new site: a patient looking for a dentist in Pančevo finds the practice, understands what it does and sends an appointment request in under a minute, in their own language.
A site that sells the service
The site was built from scratch with Astro and Tailwind CSS and ships as static HTML, with no framework loading in the browser. The design is built around trust:
- A large hero with a photo of the owner, Dr Miloš Erić, the 5.0 rating from 31 patient reviews on doktor.rs and a clear booking button.
- Custom icons for all 9 services and the logos of the implant brands the practice uses: Straumann, Zimmer and IRES.
- Sections for the practice, the team, patient reviews and the blog, in the practice’s colours.
- On phones, “Call” and “Book an appointment” buttons stay within thumb’s reach.
Booking that converts
The contact page works as a landing page: the form is on the first screen, only name and phone are required, and the service and preferred time are picked with a single tap. From every service page the form opens with that service already selected, and every page ends with a call to book.
Every request goes into my lead-tracking system. The practice is notified immediately, and each request shows the page the patient came from, the service they want and the language they wrote in. Visits and phone clicks are counted too, without cookies, and all of it goes into a monthly report.
Local SEO
- A page for every service, written for what people actually search for (“dental implants Pančevo”, “children’s dentist Pančevo”), with FAQs and related articles.
- Structured data describes the practice as a dentist with its address, GPS coordinates, opening hours, service area (Pančevo, the South Banat District, Belgrade), a catalogue of all 9 services and the team.
- The site is linked to the Google Business Profile, social profiles and the doktor.rs listing, with the same name, address and phone everywhere.
- Service pages and articles are marked up as medical content, with Dr Miloš Erić as the author. For health topics, Google looks closely at who stands behind the content.
- No old URL was lost. Services and articles kept the URLs they had on WordPress, and the nine remaining WordPress URLs permanently redirect to the new pages.
Three languages
The entire site is translated into English and German: all 9 services, the blog, the form including its error messages, the FAQs and the privacy policy. That makes 60 pages, 20 in each language.
- Each language has URLs in that language, such as
/en/dental-implants/and/de/zahnimplantate/, so the pages can rank in English and German search. - Hreflang tags tell Google which page translates which, so a visitor from Germany gets the German version while Serbian stays the default.
- The language switcher leads to the same page in the other language. Foreign visitors see the phone number in international format, and patient reviews are marked as translated from Serbian.
For a practice that treats patients from abroad, this is an open channel to the diaspora and international patients.
Results
In Lighthouse the site scores 96 for Performance and 100 for Accessibility, Best Practices and SEO, with full-size photography, three languages and lead tracking on every page.
Project report
Everything that was done, with before and after screenshots, is in the report the client received.
