The verdict in three sentences
A Gothenburg dental practice should redesign when its site no longer serves international and expatriate patients in English, breaks on mobile or hides the emergency number. On Kolonell's fixed grid, a redesign costs EUR 2,700 (Starter), EUR 4,500 (Growth) or EUR 8,200 (Premium, the multilingual tier, languages set in the quote), delivered in 3 to 4 weeks once content is ready. The main risk is losing pages that already rank, so the URL inventory, 301 redirect map and hreflang plan come before any design work.
Which signals show that your practice site needs a redesign?
Gothenburg, Sweden's second city, draws many international employees in manufacturing, port logistics and research. Many of them look for a dentist in English, often in a hurry. These are the signals we see most often.
| Signal | What the site shows | Consequence |
|---|---|---|
| Token English | One About us page in English, treatments only in Swedish | The expatriate patient goes to a competitor |
| Buried emergency info | The emergency dental number appears only on the contact page | Missed calls in the evening and at weekends |
| No hreflang | Swedish and English versions compete in Google | Wrong version shown for the searcher's language |
| Outdated tandvårdsstöd page | The explanation of the state dental care support has not been reviewed in years | Repeated questions at reception |
| Over-curious form | Fields for medical history or insurance numbers | Health data exposed for no reason |
| Slow mobile pages | More than 4 seconds before the phone number appears | Smartphone visitors leave |
What does a redesign cost in Gothenburg in 2026?
The local ranges below are a 2026 ballpark based on typical agency quotes and public agency rate pages, converted approximately at about SEK 11.3 per euro.
| Option | 2026 ballpark | What is included |
|---|---|---|
| Local freelancer | SEK 25,000 to 70,000 (about EUR 2,200 to 6,200) | Adapted theme, little redirect work |
| Gothenburg agency, standard redesign | SEK 60,000 to 120,000 (about EUR 5,300 to 10,600) | Design, build, one language |
| Gothenburg agency, bilingual with copywriting | SEK 120,000 to 200,000 (about EUR 10,600 to 17,700) | Swedish and English, on-site workshops |
| Kolonell Starter | EUR 2,700 | Compact practice site, one language |
| Kolonell Growth | EUR 4,500 | More treatment pages, blog, analytics |
| Kolonell Premium | EUR 8,200 | Multilingual tier, languages set in the quote, hreflang |
| Booking, BankID portal, recalls, practice software | On quote | Embedded or linked, never rebuilt |
Every Kolonell tier includes a project manager reachable in your time zone, native English or French copywriting, delivery in 3 to 4 weeks and 3 months of support. Native Swedish copy is supplied by the practice or reviewed by an independent translator, a third-party cost. Details on the international offer.
What timeline and which risks should you plan for?
| Phase | Realistic duration | Deliverable |
|---|---|---|
| URL inventory and Search Console export | 2 to 3 days | List of pages that receive traffic |
| Swedish and English content | 1 to 3 weeks, practice side | Treatment, emergency, fees and tandvårdsstöd pages |
| Design and build | 2 weeks | Approved mock-ups, staging site |
| Hreflang, 301 map, compliance review | 3 to 4 days | Tested redirect plan |
| Go-live and monitoring | 1 day, then 4 weeks of monitoring | Search Console report |
The risks to handle, in order:
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
- SEO traffic loss: the implant, orthodontics, whitening, emergency and fee-guide pages that already rank each get a 301 redirect to their new address.
- Hreflang errors: every Swedish page points to its English equivalent and back, otherwise Google mixes the versions.
- Content migration: the fee guide and the state support explanations are reviewed by the practice, not copied blindly.
- Integrations: the existing booking widget is embedded or linked and tested on mobile before the switch.
- Downtime: the DNS switch happens off-peak, outside the busiest weeks of your booking calendar.
- Compliance: specialist titles (orthodontist, periodontist, oral surgeon) appear only where the dentist is actually registered as a specialist, which the practice checks. No painless claims or superlatives; before/after photos and testimonials only where the rules allow, with consent. Dentists are licensed by Socialstyrelsen and supervised by IVO; the GDPR applies under IMY oversight, and patient records fall under the Patient Data Act (patientdatalagen), so they stay in your clinical software, never on the website. Tracking pixels on treatment pages are cleared with your privacy adviser. This is not legal advice.
- Google Business Profile: opening hours, emergency number and address match on the site and the profile on launch day.
When is a Gothenburg agency the better choice?
Honestly, a local agency is the better fit if you want native Swedish copywriting produced on site, in-person workshops with the whole team, a BankID patient portal built and maintained by the same provider, or an ongoing local marketing campaign. Questions to ask any provider: who writes the 301 map, who checks hreflang, what is the exact price of integrations and who holds the domain access.
Mini case study
Illustrative example: Dr Elin Marsk runs Tandvård Kvarnberget, a fictional practice in central Gothenburg known for its emergency appointments. Its Swedish site ranks for akut tandvård, but the English version is a single page. She picks Premium (the multilingual tier, languages set in the quote): EUR 8,200. She adds an independent Swedish reviewer, a third-party cost estimated at EUR 600, and a local photographer, a third-party cost estimated at EUR 500, for EUR 9,300 in total. A local bilingual agency at SEK 150,000 would be about EUR 13,300, a gap of roughly EUR 4,000. Embedding her booking tool stays on quote in both cases.
FAQ
How long does the redesign take? Plan 3 to 4 weeks once Swedish and English content is ready. Writing on the practice side often adds 1 to 3 weeks.
Is hreflang included? Yes in Premium at EUR 8,200, which handles several languages. The exact languages are set in the quote.
Can we keep our booking tool? Yes, it is embedded or linked, on quote. We never rebuild a booking system or a BankID portal inside a EUR 4,500 site.
What happens to our ranking pages? Every URL gets a 301 redirect tested before the switch. Search Console monitoring runs for 4 weeks after launch.
Is maintenance included? The first 3 months of support are included. After that, maintenance is on quote.
Let's scope your project. A bilingual redesign with hreflang and a 301 map from EUR 2,700 to 8,200, delivered in 3 to 4 weeks. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
