Dr. William J. Faricellie III, DMD: A Buffalo Dental Practice Website
Fourteen pages for a cosmetic and general dentistry practice, on a commercial theme that ships 34 scripts. How the site is organized, why, and what is still open.
What the Practice Does
Dr. William J. Faricellie III, DMD practices cosmetic and general dentistry. The site's own summary is one line: a dentist in Amherst, NY who "provides quality care for his patients." The home page follows suit, introducing him under "Meet Dr. Faricellie III" before listing a single service.
The DMD, the practice and all of the patient care belong to Dr. Faricellie. AldoMedia built and maintains the website that presents them. Aldo Giammusso founded AldoMedia, LLC. in 1999.
One local note: the practice is at 656 North French Road Suite 3 in Buffalo, NY 14228, and AldoMedia, LLC. is at 656 N French Rd #2, in the same building.
How the Site Is Organized
Fourteen URLs, and the sitemap lists all fourteen, so nothing published is hidden from a crawler. Five are the spine: home, about, contact, our mission, and accessibility. The other nine are the services.
The home page runs in a deliberate order. Who the dentist is, what he does, what the practice believes, what patients say, where the office is, and how to book. The footer repeats the parts people need twice, as three columns: a site menu, the same Dental Care Services list, and office hours. That is most of what responsive design has to get right for a single-location practice.
The Decisions, and Why
Service pages named after what the patient notices
Nine service pages. Five carry procedure names: dental implants, cosmetic dentistry, crowns, digital x-ray and teeth whitening. The other four are named for something a person recognizes without a dentist explaining it first: missing teeth, tooth wear, healthy gums, and metal and mercury free.
That second group is the interesting half. Somebody who has been putting off a phone call is not searching for a procedure they cannot name. They search for the thing they see in the mirror. A page per condition gives that search somewhere to land, and room to answer the question before asking for an appointment. Matching the page to the question, rather than to the price list, is the instinct we bring to search engine optimization anywhere.
One form, on the page people go looking for it
The home page carries a "Make an Appointment" heading and no form markup under it. The only form on the site is on the contact page. One form means one handler to keep working and one place to look when a patient says a message never arrived. That is a call we make often on a small business website.
Accessibility as a page, not a badge
Two things here are about access. An accessibility stylesheet loads on every page as an override layer, and the accessibility page is one of the fourteen URLs rather than fine print in the footer.
What we will not tell you is that the site is compliant. A scan is not a ruling, and neither is a widget. We tell you what is installed and what is not, which is the only useful way to begin an accessibility conversation.
What Is Still on the List
A case study that lists only wins is a brochure. Four things are open here, on our list rather than the practice's.
- No structured data at all. The site carries none. No Dentist node, no LocalBusiness node, nothing. For a practice whose address, phone and hours are already on the page, that is the cheapest thing left to fix.
- The address is not written the same way twice. One place prints "656 N French Rd # 3", another "656 North French Road Suite 3". The phone appears as both "(716) 691-8042" and "716-691-8042". People read those as identical. Anything matching the site to a business listing may not.
- Amherst or Buffalo. The page title and main heading say Amherst, NY. The printed address says Buffalo, and so do eight of the nine service URLs. Both are defensible for 14228, and the site should pick one and stay with it.
- The theme's weight. Five stylesheets and 34 scripts, most of them the theme's plugin set rather than anything the pages ask for. Trimming that is maintenance work, and we have not measured what it would change.
See It Live
The site is at Dr. William J. Faricellie III, DMD, and the rest of our work sits in the portfolio.
Is Your Site Carrying a Theme You Never Chose?
If your site runs on a purchased template and nobody can tell you what half of it loads, we will read the source and hand you a plain list.
Frequently Asked Questions
Does the Dr. Faricellie website have structured data?
No. The site carries no JSON-LD and no microdata of any kind, which is why this case study does not credit it with any. A Dentist graph with the practice name, one address, one telephone number and the office hours is on the open list. When it is added, the patient comments section will not become rating markup, because AldoMedia does not publish review ratings.
Why does the site load 34 scripts?
It runs on a commercial theme, and a theme ships its whole plugin set: jQuery, jQuery UI, Bootstrap, Slider Revolution with nine of its extensions, the Google Maps API, plus carousel, filtering, scrollbar and counter plugins. Every buyer gets all of it whether the site uses it or not. Cutting that list is maintenance work, not a speed claim: AldoMedia has not measured this site's load time.
Is AldoMedia really in the same building as the practice?
Yes. Dr. Faricellie's practice is at 656 North French Road Suite 3, Buffalo NY 14228, and AldoMedia, LLC. is at 656 N French Rd #2. Same building, different suites, and a coincidence worth one sentence. The DMD, the practice and the patient care belong to Dr. William J. Faricellie III.
Is the site ADA compliant?
AldoMedia does not use that phrase about any website. This site loads an accessibility override stylesheet on every page and carries a dedicated accessibility page among its fourteen URLs. That describes what the site ships. It is not a legal conformance determination.