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 Smiles.Developer 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