Dental.Affect

What the business needed

Dental.Affect is a dental clinic in Highton, Geelong, run by principal dentist Dr Chris van Ryswyk. The practice was on Duda, a drag-and-drop website builder, and the site was carrying problems that go beyond how it looked: it loaded slowly, its SSL certificate was misconfigured, and the practice’s own ASIC business listing had errors alongside the spelling and grammar issues on the site itself. For a dental clinic, where a prospective patient’s first impression of trustworthiness matters as much as the treatment on offer, those issues were working against the practice rather than for it.

What we found

Before any rebuild work started, we audited the existing site and turned up several concrete problems:

Google PageSpeed Insights scored the Duda site poorly on performance, the direct result of the extra code and overhead that page builders add on top of a site’s actual content.

The site’s SSL certificate was invalid, which triggers a browser security warning before a visitor ever reaches the page, and search engines treat an insecure connection as a trust signal against the site.

Beyond the technical issues, we also found spelling and grammar errors across the site’s own copy, and the same kind of errors on the practice’s public ASIC business listing.

What was built

• Migrated the site off Duda onto a fast, lightweight static website, removing the page-builder overhead behind the performance problem
• Fixed the DNS configuration so the www and non-www versions of the domain, and the HTTP and HTTPS versions, all resolve to the one correct, secure address instead of being treated as separate destinations
• Replaced the invalid SSL certificate so the site loads securely with no browser warning
• Corrected the spelling and grammar issues found across the site, and separately with the practice on their ASIC listing
• Optimised and compressed images across the site
• Set up caching so returning visitors get a faster load
• Implemented Cloudflare’s anti-spam protection on the site
• Built a new email contact solution with the practice’s own branding, replacing the generic Duda form
• Locked down security on the APIs behind the site

Why this matters for search and AI visibility

Each of these fixes feeds directly into how easily the practice is found, by both search engines and AI tools:

• Speed and Core Web Vitals are a direct Google ranking factor, so cutting the page-builder overhead helps organic search performance, not just the visitor’s experience.
• A valid certificate and consistent DNS matter because search engines index the www, non-www, HTTP and HTTPS versions of a domain as separate URLs unless they’re told otherwise. Left unfixed, that splits the site’s authority across several addresses instead of one.
• Accurate, correctly written content matters for traditional SEO, but it matters just as much for answer engines like ChatGPT, Perplexity and Google’s AI Overviews, which pull answers directly from page text. Typos and inconsistent details reduce the odds of the practice being described accurately when someone asks an AI assistant about dental care in Geelong.
• A correct ASIC listing feeds the same problem from another angle: AI systems and search engines cross-reference third-party business registers to confirm a business is legitimate, so an error there works against the practice even if the website itself is clean.

The result

The rebuilt site is live at dentalaffect.com.au, running as a fast static site with a valid certificate, correct DNS across all four address variants, Cloudflare’s spam protection in front of the contact form, and clean, accurate copy in place of the errors found in the Duda build.

Re-running Google PageSpeed Insights after the migration shows the improvement, with the page-builder overhead gone and the site’s own content doing the work instead.