The verdict in three sentences
When a Queenstown dental practice opens a second location, its old single-address site becomes a drag: patients no longer know where to go and Google mixes up the two addresses. The redesign must create one page per location, align name, address and phone everywhere, and link each page to its own Google Business Profile listing. At Kolonell this work costs USD 4,900 on Growth (USD 2,900 on Starter for a very short site), against roughly NZD 7,000 to 22,000 with a local agency.
Why does a second location force a redesign?
In Queenstown, the patient base mixes residents, seasonal workers and visitors looking for an emergency dentist after a mountain accident or a bad bite. These searches are local and urgent: "dentist Frankton", "emergency dentist Queenstown". A site showing a single address in the footer, or two addresses jumbled on the contact page, loses those patients.
The redesign therefore has to fix the consistency of local information, often called NAP (name, address, phone).
| Element | Town centre location | Second location (Frankton) | Where to check |
|---|---|---|---|
| Display name | Practice name + "Queenstown" | Practice name + "Frankton" | Site, Google listings, directories |
| Address | Identical to the character everywhere | Identical to the character everywhere | Footer and location page |
| Phone | Own line or shared switchboard | Own line or shared switchboard | Mobile call button |
| Hours | Location hours | Location hours, public holidays included | Google Business Profile listing |
| Emergencies | Clear procedure | Clear procedure, even if only one location takes emergencies | Emergency page |
| Structured data | Dentist schema per location | Dentist schema per location | Rich results testing tool |
What budget for a multi-location redesign in 2026?
2026 ballpark figures from typical quotes and public rate pages of agencies in Queenstown and Otago, converted approximately (NZD 1 = about USD 0.60).
| Option | Location pages | 2026 ballpark | Timeline |
|---|---|---|---|
| Freelancer | Often one shared contact page | NZD 3,000 to 7,000 (approx. USD 1,800 to 4,200) | 4 to 8 weeks |
| Regional studio | Yes, shared design | NZD 7,000 to 14,000 (approx. USD 4,200 to 8,400) | 6 to 10 weeks |
| Established agency (Queenstown, Dunedin or Christchurch) | Yes, with a local strategy | NZD 14,000 to 22,000 (approx. USD 8,400 to 13,200) | 8 to 12 weeks |
| Kolonell Starter | 1 page per location, lean site | USD 2,900 | 3 to 4 weeks |
| Kolonell Growth | Location pages, treatment pages, 301 map | USD 4,900 | 3 to 4 weeks |
| Kolonell Premium (the multilingual tier, languages set in the quote) | Pages per location and per language | USD 8,900 | 3 to 4 weeks |
Included: a project manager reachable in your time zone, native English or French copywriting, delivery in 3 to 4 weeks once content is ready, 3 months of support. On quote: online booking per location, patient portal, recall reminders, practice management software integrations (Dentally, Exact or Pearl-type tools), always embedded or linked. Ongoing search work after go-live is also on quote. Details on the international offer.
When should you go live in a seasonal town?
| Period | Usual activity | Go live? |
|---|---|---|
| June to September | Ski season, influx of visitors and seasonal workers | Avoid |
| December to February | Summer peak | Avoid |
| March to May | Shoulder season | Recommended |
| October to November | Shoulder season | Recommended |
Kolonell's schedule: week 1, URL inventory and 301 map; week 2, location page copy; week 3, build and structured data; week 4, compliance review, go-live and both Google Business Profile listings updated on the same day.
Which risks should you watch?
- Traffic loss: the old contact page and treatment pages that rank keep their URL or get a 301, and the new sitemap is submitted in Search Console.
- Conflicting Google listings: two separate listings, each linked to its location page, never to the shared home page.
- Compliance: practitioners are registered with the Dental Council of New Zealand, whose standards cover advertising; the Fair Trading Act prohibits misleading claims. No superlatives, specialist titles only where registered.
- Health information: the Privacy Act 2020 and the Health Information Privacy Code 2020 apply; the public form is limited to name, contact and reason; tracking pixels reviewed with the privacy adviser.
- ACC: accident-related treatment under ACC is described in general terms, with eligibility confirmed by the practice.
- Emergencies: the emergency number and procedure stay visible during the switch.
This is not legal advice.
When is a local agency the right choice?
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
If you want photos of both locations, someone on site for team meetings or a provider who also runs your local ads all year, a regional agency keeps the edge. Questions to ask: how many pages per location? Who updates the Google listings on switch day? Is structured data planned per location?
Mini case study
Illustrative example. Wakatipu Peak Dental, a fictional practice in central Queenstown, is opening a second chair in Frankton. Its current site has 26 pages and a single address.
- New site: 26 pages migrated (6 of them merged) + 2 location pages + 1 shared emergency page.
- Kolonell Growth: USD 4,900.
- Independent local photographer for the new location, estimated third-party cost: USD 600.
- Total excluding per-location booking (on quote): USD 5,500.
- Comparable local quote: NZD 18,000, about USD 10,800.
Indicative gap: about USD 5,300. Go-live planned for October, between the end of the ski season and summer.
FAQ
Do we need a separate website for the second practice?
No, one site with a page per location is enough in most cases. It avoids splitting authority across 2 domains.
How many Google Business Profile listings?
One per address open to the public, so 2 here. Each listing points to its own location page.
Is the USD 2,900 Starter tier enough?
For a very short site with 1 page per location, yes. Once treatment pages and a 301 map have to be migrated, the USD 4,900 Growth tier fits better.
Should we translate the site for visitors?
Only if reception often gets enquiries in another language. The USD 8,900 Premium tier sets the languages in the quote.
When will local search reflect the change?
Search engines often take several weeks to pick up new pages. Track Search Console and the Google listings for at least 8 weeks.
Let's scope your project. Tell us your addresses, current pages and shoulder-season window for a Growth or Premium estimate 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.
