Smile Boutique: Bilingual Dental Clinic Website for Auckland

Background

Smile Boutique is an Auckland-based boutique dental clinic group with four locations across the city—Ponsonby, Queen Street CBD, Remuera, and Avondale. Positioning themselves as a premium dental provider with a “spa-like environment,” they needed a website that would reflect their upmarket brand whilst serving Auckland’s diverse, multicultural community.

With a significant Chinese-speaking population in Auckland, Smile Boutique recognised the importance of offering their website in both English and Mandarin Chinese. They approached HighFlyer to build a modern, fast-loading website that would rank well for local search terms across all four clinic locations.

The Challenge

Smile Boutique faced several key challenges in establishing their digital presence:

1. Bilingual Requirements: Auckland has a substantial Mandarin-speaking community. The website needed to serve both English and Chinese-speaking patients with complete translations—not just basic navigation, but all content including services, FAQs, and appointment booking.

2. Multi-Location SEO: With four clinics across Auckland, each location needed to rank for local search terms like “dentist Ponsonby” or “dental clinic Remuera” whilst maintaining a cohesive brand experience.

3. Appointment Conversion: As a service business, converting website visitors into booked appointments was critical. The booking process needed to be simple, secure, and spam-protected.

4. Performance on a Budget: As a new clinic group, Smile Boutique needed a cost-effective solution that wouldn’t compromise on speed or user experience.

5. Healthcare Trust Signals: Dental patients research carefully before choosing a provider. The website needed to convey professionalism, showcase credentials, and build trust.

The Solution by HighFlyer

HighFlyer designed and built a high-performance bilingual website using a static site architecture, ensuring fast load times and excellent SEO whilst keeping hosting costs minimal.

Bilingual Language System

We implemented a custom internationalisation system using data-driven translations and client-side language detection:

• Automatic language detection based on browser preferences, displaying Mandarin for Chinese-speaking visitors
• Manual language toggle allowing users to switch languages, with preferences saved in localStorage
• Complete translations covering 257+ content keys—every page section, form field, validation message, and FAQ
• SEO-optimised with proper hreflang tags and language-specific meta descriptions

The translation system uses YAML data files and JavaScript-based rendering, ensuring the entire user experience—from navigation to appointment confirmation messages—is available in both languages.

Multi-Location Architecture

Each of the four Auckland clinics has a dedicated location page optimised for local search:

• Location-specific SEO with unique meta descriptions, keywords, and JSON-LD LocalBusiness schema
• Clinic details including address, phone, opening hours, and directions
• Centralised data management in Jekyll configuration for easy updates across all locations
• Consistent branding with location-appropriate customisation

Static Site Performance

We chose Jekyll for static site generation, delivering exceptional performance:

• Fast load times with static HTML delivery
• Zero JavaScript framework overhead—vanilla JS for interactivity
• Optimised assets with lazy-loaded images, preloaded CSS, and efficient font loading
• Mobile-first design ensuring excellent experience on all devices

Secure Appointment Booking

The appointment booking system balances user experience with security:

• Cloudflare Turnstile provides invisible CAPTCHA protection without intrusive puzzles
• Real-time validation for email and phone fields with visual feedback
• Cloudflare Workers backend processes form submissions securely
• AWS SES integration delivers HTML-formatted appointment requests to clinic staff
• Bilingual confirmations showing success/error messages in the user’s selected language

Healthcare-Specific Features

We incorporated elements essential for healthcare websites:

• Service categorisation across General Dentistry, Cosmetic Dentistry, Orthodontics, and Emergency Care
• Trust signals including ACC and WINZ provider status, payment plan options
• Team profiles showcasing dentist credentials and experience
• Patient testimonials building social proof
• FAQ section addressing common patient concerns in both languages

Technology Stack

Frontend

The frontend prioritises performance and maintainability:

• Jekyll for static site generation
• SCSS with CSS custom properties and BEM methodology
• Vanilla JavaScript (~950 lines) for interactivity and i18n
• Mobile-first responsive design without framework bloat

Internationalisation

The custom i18n implementation includes:

• YAML translation files for English and Mandarin Chinese
• Data attribute system (data-i18n) for element translation
• Browser language detection with localStorage persistence
• Fallback handling for missing translation keys

Backend & Infrastructure

• Cloudflare Pages for static site hosting with global CDN
• Cloudflare Workers (TypeScript) for serverless form handling
• AWS SES for transactional email delivery
• Cloudflare Turnstile for bot protection

SEO & Analytics

• JSON-LD schema for DentalClinic and LocalBusiness structured data
• jekyll-seo-tag plugin for meta tag generation
• XML sitemap auto-generated via jekyll-sitemap
• Google Analytics 4 integration ready

The Impact

The Smile Boutique website delivers measurable results across key metrics:

1. Bilingual Accessibility: English and Mandarin support serves Auckland’s multicultural community, with automatic language detection ensuring visitors see content in their preferred language from the first page load.

2. Local Search Visibility: Four optimised location pages target specific Auckland suburbs, each with unique local SEO signals and structured data for Google’s local pack results.

3. Exceptional Performance: Static site generation delivers fast load times with pre-rendered HTML, improving both user experience and search rankings.

1. Cost-Effective Hosting: Cloudflare Pages provides free hosting with global CDN distribution, keeping ongoing costs minimal whilst delivering enterprise-grade performance.

2. Secure Lead Generation: The Turnstile-protected booking form converts visitors into appointment requests whilst effectively blocking spam submissions.

3. Maintainable Architecture: Centralised configuration and YAML data files make it easy for the clinic to update location details, services, and translations without developer involvement.

Conclusion

The Smile Boutique website demonstrates how static site generation can deliver exceptional results for local service businesses. By combining Jekyll’s performance benefits with custom bilingual functionality, multi-location SEO, and secure form handling, HighFlyer created a website that serves Auckland’s diverse community whilst maintaining minimal hosting costs.

The project showcases our expertise in building healthcare websites that balance trust, performance, and accessibility—from custom i18n systems and local SEO optimisation to Cloudflare deployment and secure form handling. Visit smileboutique.co.nz to experience the platform.