Contact person: Business Client

Phone:Show

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Location: Hatfield, United Kingdom

Budget: Recommended by industry experts

Time to start: As soon as possible

Project description:
"Project Brief: Iconic Smiles Website Refresh & AI/SEO Optimisation
Client: Iconic Smiles
Budget: £2,000 (fixed fee)
Platform: Existing WordPress siteTimeline: 2–3 weeks
Deliverables: Modernised design, AI-ready schema, SEO improvements, faster performance

1. Project Overview
Iconic Smiles currently operates a WordPress website that is approximately two years old. The site is functioning well but needs a structured refresh to improve clarity, navigation, page performance, and AI/SEO discoverability.
We are seeking a designer/developer to modernise the existing site, refine the layout, optimise performance, and implement advanced schema and structured data to improve visibility across Google Search, Google Business, AI models, and Wikidata alignment.

2. Objectives
Improve the website’s visual style and clarity
Strengthen internal linking and page hierarchy
Enhance page speed and technical performance
Add structured data for AI tools and search engines
Align with our newly created Wikidata entity
Build additional top-level pages for trust, authority, and conversion

3. Scope of Work
3.1 Visual & Structural Refresh
Modernise the existing design while keeping the current brand and overall identity.
Improve layout, spacing, readability, and UX flow.
Strengthen internal linking between locations, treatments, team, and reviews.
Refine menus and page hierarchy for clarity and simplicity.

3.2 Technical Performance
Recommend improved hosting if needed.
Site must load in under 1.5 seconds on desktop (LCP < 1.8s).
Optimise images, caching, scripts, fonts, plugins, and CSS.
Ensure full mobile optimisation and Lighthouse improvements.

3.3 Schema / Structured Data (JSON-LD)
Implement full schema using JSON-LD for:
MedicalOrganization / Dentist
LocalBusiness per clinic location
Organisation profile
Service pages
FAQ where relevant
AggregateRating (from verified third-party platforms)
VideoObject (for Iconic Smiles TV)
Review
BreadcrumbList
Ensure compatibility with: Google Search, Bing, Perplexity, OpenAI, Gemini, and Apple Spotlight.

3.4 Wikidata Alignment
We have a new Wikidata entity for Iconic [login to view URL] to:
Ensure JSON-LD aligns with the Wikidata Q-ID
Add sameAs links to major profiles (GMB, Crunchbase, etc.)
Ensure site metadata supports external knowledge-graph linking

3.5 New Page Builds
Create and polish the following pages using our provided content:
About Us
Technology
Awards
Reviews
Iconic Smiles TV (video library or embedded YouTube playlist)

Pages must match the updated design style and structural system.
3.6 Quality Assurance & Handover
Check for clean code, minimal plugin use, and maintainability
Deliver full handover documentation and schema notes
Provide post-launch support for 30 days (bug fixes only)

4. Deliverables
Fully refreshed WordPress site
Updated visual style and layout
<1.5s load time
Full JSON-LD schema system integrated site-wide
New pages as listed
AI-friendly structure (clear headings, content blocks, and metadata)
Hosting recommendations
Alignment with Wikidata and major knowledge-graph platforms
30-day support period

5. Budget & Payment
Budget: £1500 (fixed)Payment terms negotiable

6. Requirements for the Freelancer / Agency
Strong WordPress design + build capability
Proven experience with Core Web Vitals optimisation
Knowledge of JSON-LD schema (medical preferred)
Understanding of SEO and AI discovery workflows
Ability to work quickly and professionally with clear timelines
Strong communication and ability to follow a detailed brief" (client-provided description)