One Web Platform, Three Brands: Multi-Site Architecture for a Dental Group
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Problem
Three brands, three ageing stacks
A multi-brand dental group in the US South ran 38 clinics under three brands — general, orthodontic, and paediatric — on three ageing websites built on three different stacks. Every location-page edit needed a different vendor, brand styling had drifted apart, online booking behaved differently on each site, and launching a page for a newly acquired clinic took over a month.
Solution
One multi-tenant brand platform
We built a single multi-tenant web platform serving all three brands from one codebase and one headless CMS. Each brand keeps its own theme, domain, and voice, while location pages, provider profiles, and booking flows come from shared templates fed by one directory of record. Marketing staff now publish to every site from a single dashboard.
Measurable Impact
What changed after launch
Online booking conversion improved from 2.1% to 3.4% of sessions after booking flows were unified
New clinic microsites now launch in 2 days instead of 4–6 weeks
Organic search traffic across the three brand sites grew 44% year on year
Median location-page load time on mobile cut from 5.8s to 1.9s
Tech & Tools Used
What powered the build
Ready to Build your Dental & Orthodontics Business with Multi-Location & Franchise Websites
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