1st Family Dental × UPRYT | Growth Proposal

The short version

If you only read one screen

What's holding 1st Family Dental back

Someone else is publishing on your site. Hidden betting links sit in the code of 30 pages, and a pharmacy spam page still shows in Google under your name. Read this first.
You're hard to find unless someone already knows you. Implants live on a separate site that gets almost no search traffic.
Your location count disagrees with itself: "18 locations and counting" on Instagram, 16 on the site, 15 in the menu. Google also lists overnight hours at four offices.

What we'd do

Clean and lock the site in week one, then rebuild it around finding an office and booking.
Give every office a real page, a correct Google listing and a steady flow of new reviews.
Put implants and orthodontics in front of people searching for them, and track every call and booking by office.

What it costs

We'll walk through the investment with you live, sized to 18 locations and counting. Ad spend is always paid directly to the platforms.

When

Week 1: spam removed, listings corrected.
Week 2: new website live on WordPress.
Day 90: every office reporting calls, bookings and reviews in one weekly view.

01The audit 02The opportunity 03The new look and website 04The plan 05Timeline and next steps

Why we're here

To the 1st Family Dental team,

You did the hard part a long time ago. You opened on Clark Street in 1996, grew to 18 locations and counting, and kept the mission plain: excellent, affordable care whether or not someone has insurance. About 4,500 people have left you a Google review. Your Instagram is one of the most active we've seen from a dental group, and the 30 Years series is exactly the kind of story patients trust.

Almost none of that shows up where new patients look first. The website leads with a stock family and a membership plan. Most of your Google traffic comes from people who already know your name. And one finding can't wait: in the code of 30 pages there is a hidden block of text, placed by someone outside your team, linking to a betting site. We explain what that means in plain words at the start of the audit.

None of this is a brand problem. The security issue is urgent and should be handled this week. The rest is plumbing. Every item in this audit can be fixed, most of them in the first 30 days, and the brand you've already built does the rest.

Ryan Butz
UPRYT

Fix this first

Before anything else in this audit

Someone other than you is publishing on your website.

This is the most serious thing we found, and it matters more than rankings or design. In plain words: there is content on 1stfamilydental.com that your team did not write, promoting a gambling site, hidden so that you would never notice it.

What is sitting in the code of your Root Canals page, and 29 others

<div style="height:1px; overflow:hidden">
  Kako deluje ocenjevanje v smučarskih skokih po mnenju Stavnicivodnik
  (Slovenian: "How scoring works in ski jumping, according to Stavnicivodnik". A full article follows.)
  <a href="https://www.stavnicivodnik.com/"> a sports-betting site
</div>

Simplified from the live page source, November 13, 2026. The box is one pixel tall, so a visitor never sees it.

What this means, in plain words

1. Someone got into your website.

A hidden article in another language does not appear on 30 pages by accident. Either the site was broken into, a login or plugin was compromised, or someone with access put it there. We can't tell which from outside. All three are a problem.

2. Google has a name for this: spam.

Google's published rules list hidden links and hacked content by name. Its own guidance says sites that break those rules can rank lower or not appear in search at all. That would hit every location at once, because they share one website.

3. Your name is vouching for a betting site.

Every one of those 30 pages tells Google that 1st Family Dental recommends a gambling guide. A second piece of spam, a pharmacy page about allergy pills, still shows in Google under your domain today.

4. If they can add text, they can change other things.

The same access that hides a link could change a phone number, a Book Online button, or a form that collects a patient's name, email and phone. We saw no sign that has happened. Someone needs to check.

5. It is still happening.

The pharmacy page was deleted at some point, but the hidden links are live right now. So either a cleanup stopped halfway, or the site has been hit more than once. Either way, the door has not been closed.

6. It was easy to find.

We found this from the outside, with no login, in one afternoon. Google's crawler reads the same code we did, every time it visits.

Do these this week, whether or not you work with us

Back up the site as it is. Keep the evidence before anyone deletes it.
Change every admin password and remove any user account you don't recognize.
Update WordPress, the theme and every plugin. Outdated plugins are the usual way in.
Remove the hidden block from every page, including pages we didn't check. We tested 71 pages. The site likely has more.
Open Google Search Console and look under Security issues and Manual actions. Then ask Google to remove the pharmacy page.
Check every phone number, booking link and form on the site against what it should be.
Turn on monitoring so you are told the moment a page changes without you.

If you'd like, we'll do all seven in the first week and send you a written report of what we found and what we changed.

What we know and don't: we confirmed the hidden block in the source of 30 of 71 pages on November 13, 2026, and the pharmacy URL in Ahrefs' Google data on November 12. We can't see how it got there, how long it has been there, or whether Google has already acted on it.

Scorecard

Six of eight basics are broken or half built. Every one is fixable.

3Broken

3Partial

2Working

Broken

Site security and hygiene

A hidden block of Slovenian text about ski jumping, with a link to a sports-betting site, sits in the code of 30 of the 71 pages linked from your menu and footer. Patients can't see it. Google can.
It's on the Roselle page, Our Practice, Testimonials and most service pages.
A pharmacy spam page on your domain still ranks number one in Google for an allergy-medicine search. The page itself now returns "not found".
The Blog link in your footer failed to load in two different browsers.

Broken

Search visibility

About 1,400 estimated Google visits a month. The top two searches that bring them are "1st family dental" and "first family dental".
We couldn't find you in Ahrefs' ranking data for "dentist chicago", "dental implants chicago", "invisalign chicago", "emergency dentist chicago" or "orthodontist chicago".
Implants live on a separate site, 1fdimplants.com, with about 9 estimated visits a month.
Eleven of 16 office pages bring in fewer than 20 estimated visits a month each.

Broken

Ads and tracking

We found no active Meta ads under your name and no paid search keywords in Ahrefs.
We didn't find a Meta pixel or a call tracking script in the homepage source, so 89K followers can't be reached again with an offer.
Google Tag Manager and two Google Analytics IDs are installed. We can't see from outside whether calls and bookings are counted.
Booking hands off to CareStack. Without tracking across that handoff, no one can say which office or channel a new patient came from.

Partial

Office pages

The 16 offices on your site each have a page with address and phone marked up for Google. That part works.
Instagram says "18 locations and counting". We could find a page and a Google listing for 16. If two locations are missing online, new patients can't find them.
Four pages have no description and a default title: Algonquin, Burr Ridge, Mount Prospect and West Roseland. Burr Ridge is your most reviewed office.
The Arlington Heights and Mount Prospect pages list the same address, 201 E. Kensington Rd.
Roselle is missing from the Call A Location menu and the footer. Its page says 801 E. Nerge Rd and its code says 803.

Partial

Google listings

16 listings with hours, phone numbers and reviews.
Five naming styles: "1st Family Dental-Albany Park", "1st family Dental-Pulaski", "1st Family Dental of Chicago", "1st Family Dental of la Grange Park", "1FD Implant Center of Roselle".
Google shows overnight hours at four offices. Mount Prospect is listed open Tuesday from 9 AM past midnight.
Two listings, Arlington and Mount Prospect, sit on one address.

Partial

Homepage and phone experience

The first thing a new patient sees is a membership plan and a stock family, not their nearest office.
On a phone, the header fills the first half of the screen and the slider arrows sit on top of the headline.
Google's speed test fails the site on Core Web Vitals for real phone users. The lab performance score is 59 of 100.
The homepage says 16 locations and lists 15, while Instagram says 18 and counting. It never shows your Google rating.

Working

Reviews

About 4,500 Google reviews. Every office is rated between 4.2 and 4.8.
Burr Ridge, Fox Valley, Andersonville and Albany Park each have more than 450.
Patients name their dentist and hygienist. That's the proof new patients look for.
What to protect: recent low reviews cluster around billing surprises and front desk follow-up.

Working

Instagram

89K followers and more than 1,100 posts.
Four posts in the week we checked, including a patient story and the 30 Years series filmed in your offices.
Story highlights are organized by office, so the location structure is already there.
Facebook has about 5,500 followers. None of this footage appears on the website.

The data behind the grades

Area	What we found	Source and date
Hidden links	Hidden text block linking to stavnicivodnik.com in the HTML of 30 of 71 pages linked from the menu and footer. Not on the homepage or the other 15 office pages.	Page source in Chrome, Nov 13, 2026
Spam page	/loratadine-vs-cetirizine-in-greece-from-pharmacy-natura/ ranks #1 for "difference between loratadine and cetirizine" (about 300 searches a month). URL now returns 404.	Ahrefs, Nov 12, 2026; live check Nov 13
Blog	Footer Blog link leads to blog.1stfamilydental.com, which returned a 502 error and a browser error page.	Two browsers, Nov 13, 2026
Organic search	Domain Rating 35. About 1,400 estimated visits a month, 190 keywords, 58 in the top 3, about 860 referring domains.	Ahrefs, US, Nov 12, 2026
Implants site	1fdimplants.com: Domain Rating 5, about 9 estimated visits a month, 12 keywords.	Ahrefs, US, Nov 13, 2026
Paid search	0 paid keywords detected.	Ahrefs, US, Nov 12, 2026
Meta ads	No active ads matching "1st Family Dental".	Meta Ad Library, US, Nov 13, 2026
Tracking	GTM-N55667S and two GA4 IDs present. No Meta pixel, call tracking, Clarity or Hotjar script found in the homepage source.	Homepage source, Nov 13, 2026
Speed	Mobile Core Web Vitals assessment: failed. Field LCP 2.9 s, time to first byte 2.3 s. Lab performance 59, accessibility 86, SEO 92.	PageSpeed Insights, Nov 13, 2026
Office pages	16 pages, all with Dentist schema and address. Four with no meta description. Arlington Heights and Mount Prospect share 201 E. Kensington Rd.	Live pages, Nov 13, 2026
Office count	"16 locations" in the page description and hero. 15 in the Call A Location menu and footer. "18 locations & counting" in the Instagram bio.	Site and Instagram, Nov 13, 2026
Google listings	16 listings, about 4,500 reviews in total, ratings 4.2 to 4.8. Overnight closing times at Andersonville, Little Village, Mount Prospect and Roselle.	Google Maps data, Nov 13, 2026
Instagram	@1stfd: 89K followers, 1,157 posts, posts dated Nov 6, 10, 11 and 12.	Instagram, Nov 13, 2026
Facebook	About 5,500 followers.	Facebook, Nov 13, 2026
Office photos	The office photos we found by filename cover three offices. Eight of nine were uploaded in 2014.	Office pages, Nov 13, 2026

What you already own

The brand is built. It just isn't on the website.

"Since 1996"

Thirty years in Chicago, starting with the flagship on Clark Street in Andersonville. Most competitors can't say that.

"A necessity, not a luxury"

Your own words about oral health, and a mission that includes patients with and without insurance.

"Smiles for all ages"

Your Facebook line. General, pediatric, orthodontic, implant and specialty care under one name.

51 providers

Dentists, orthodontists, specialists and hygienists listed on your team page, with patients naming them in reviews.

Se habla Español

Spanish at six offices, plus Polish, Russian, Ukrainian, Arabic, Urdu and Hindi in Aurora. Your Spanish page already ranks.

Open Sundays

Albany Park, 9 to 1. Plus the 1FD Membership Plan, free orthodontic consultations and online booking.

Your own office photos, from your website.

Where you are today

Your homepage, as a new patient sees it

1stfamilydental.com · desktop · November 2026

Unedited screenshot of the 1st Family Dental homepage on desktop

123

1stfamilydental.com · phone · November 2026

Unedited screenshot of the 1st Family Dental homepage on a phone

45

1"1FD MEMBERSHIP PLAN" is the headline. A new patient wants to know if there's an office near them and if you take their insurance. The plan is a good offer in the wrong seat.
2A stock family in the biggest spot on the page. You have 51 providers, 18 locations and counting, and daily video. None of it is here.
3Locations is a dropdown. There's no "find my office" on the first screen, and the Call A Location menu leaves out Roselle.
4On a phone, the header takes the top half. Social icons, four links, the logo, two buttons and a menu all come before any message.
5Slider arrows sit on top of the headline. The page is also about 20 phone screens long.
6What you can't see in the screenshot. The hidden betting link, the missing page descriptions and the dead Blog link. Google reads all three.

Screenshots are unedited, captured November 13, 2026. The phone view is an emulated iPhone 13.

The gap

You have the strongest domain on this list and the least traffic.

1st Family Dental gets about 1,400 Google visits a month. Dental Dreams gets about 10,600 and Dentologie about 7,000, with domains no stronger than yours.

Dental Dreams

~10,600

Dentologie

~7,000

Familia Dental

~3,700

Family Dental Care

~2,500

Sonrisa Family Dental

~1,800

1st Family Dental

~1,400

Estimated monthly visits from Google, US. Ahrefs, November 12, 2026. Third-party estimates, not analytics.

Why it's closable: your Domain Rating is 35. Dental Dreams is 33 and Dentologie is 32. Google already trusts the domain. It needs clean pages, one page per search, and every location pulling its own weight.

The searches we'd go after first

New patients, implants and orthodontics

Search	Monthly searches	1st Family Dental today	Page we'd build
dentist chicago	3,000	Not in Ahrefs' ranking data	Chicago hub with all seven city offices
orthodontist chicago	1,000	Not in Ahrefs' ranking data	Orthodontics hub listing every office with an orthodontist
dental implants chicago	900	Not in Ahrefs' ranking data	Implants on the main domain, with the offices that place them
emergency dentist chicago	900	Not in Ahrefs' ranking data	Emergency page with a call button per office
pediatric dentist chicago	800	Not in Ahrefs' ranking data	Pediatric page built around AllKids and first visits
dentist open on sunday	800	Not in Ahrefs' ranking data	Sunday page for Albany Park
invisalign chicago	500	Not in Ahrefs' ranking data	Invisalign page with the free consultation
invisalign aurora il	200	#8	Fox Valley Invisalign page
dentist elgin il	200	#3	Protect it, then repeat the Elgin page across the suburbs

Search volumes and positions are Ahrefs estimates for the US, November 12 and 13, 2026.

Direction

Same 1FD. Real faces, every door.

Your logo stays exactly as it is. Navy and white do the heavy lifting. Green is saved for one thing: the button that books.

Clark Street Navy#004485

Logo Navy#0C4F8F

First Blue#529DD5

Book Online Green#84C600

Operatory Sky#EAF4FB

Lake Street Charcoal#252525

Family dentistry since 1996.

Source Sans 3 · headlines · already yours

Se habla Español

Barlow Condensed Italic · accent, in the spirit of your wordmark

Oral health is a necessity, not a luxury.

Inter · everything people read

Direction preview, built from your existing assets. Final system developed together after kickoff. Applied examples are illustrative.

The new site

One job: get a new patient to their nearest office and booked.

1stfamilydental.com · homepage concept

Se habla Español · العربيةPatient Portal · Emergency? Call (833) 388-3068

(833) 388-3068Book Online

Family dentistry since 1996

Your Chicago family dentist, 18 locations and counting.

General, pediatric, orthodontic and implant care for all ages, in the city and the suburbs.

Enter your ZIP or neighborhoodFind my office

Since 1996serving Chicago

18locations and counting

~4,500Google reviews

51dentists, specialists and hygienists

New patientsFind a location, book an appointment, complete your registration online.

Dental implants1st Family Dental Implant Centers. Complimentary consultation.

Braces and Invisalign®Free orthodontic consultation at the offices with an orthodontist.

Find your office

Albany Park · open SundaysAndersonvilleLittle VillageLogan SquareOld TownPulaskiWest RoselandAddisonAlgonquinArlington HeightsAuroraBurr RidgeElginLa Grange ParkMount ProspectRoselle

Insurance: most PPO plans, AllKids and Adult Medicare DentalNo insurance? 1FD Membership Plan starting at $30 per month

123456

Homepage concept · phone

≡

Family dentistry since 1996

Your Chicago family dentist, 18 locations and counting.

ZIP or neighborhoodFind my office

Since 1996serving Chicago

~4,500Google reviews

New patientsFind a location, book, register online.

Dental implantsComplimentary consultation.

CallBook Online

1Find my office comes first. A ZIP or neighborhood on the first screen, on every device.
2Book and call on every screen. In the header on desktop and pinned to the bottom on a phone.
3Your real doors instead of a stock family. We'd reshoot every office and cut your Instagram footage in.
4Proof in real numbers. Thirty years, 18 locations and counting, about 4,500 Google reviews, 51 providers.
5Implants and orthodontics get front doors. Two of the three paths on the homepage lead to your highest-value care.
6Insurance answered up top. Your own wording, plus the membership plan for patients without coverage.

Built on WordPress, owned by you, live within 2 weeks of kickoff. Most changes after that go live the same day.

The office list in the concept shows the 16 on your site today. We'd add the rest at kickoff.

This is a concept, not a final design. It uses only your logo, your photos and facts from your own site and Google listings.

Three layers

One brand. Every door. Two growth lines.

Brand layer

Remove the hidden links, find how they got in and lock the site down.
Ask Google to drop the spam page and recrawl clean pages.
One naming rule, one office count and one voice everywhere.
City and service pages built to rank for non-brand searches.
One weekly report for the whole group.

Location layer, for every door

A full page per office: team, real photos, hours, insurance, languages, booking.
Google listing corrected and kept current, with weekly posts.
A review request after visits and a reply to every review.
A tracked phone number and tracked bookings per office.
Sort out Arlington Heights and Mount Prospect with you, and get the locations we couldn't find online onto the site and Google.

Implants and orthodontics

Implant and orthodontic pages on the main domain, tied to the offices that offer them.
Search ads on implant, Invisalign and braces terms, by office area.
Meta campaigns to people who already follow you.
Consultation request forms that reach the right office in minutes.
Every consult request counted from click to booked.

All three sit on the website foundation in Chapter 03. We don't promise rankings or patient counts. We report what happened every week.

The patient journey

Discover, decide, book, visit, come back

Discover

Google, Maps, Instagram

Rank office and service pages
Correct every Google listing
Ads for implants and orthodontics

Measured by: visits and listing views per office

Decide

Office page, reviews

Real team and office photos
Rating and reviews on the page
Insurance and languages up top

Measured by: clicks to call and to book

Book

CareStack, phone

Book button tied to the right office
Tracked number per office
Fast follow-up on consult requests

Measured by: bookings and answered calls

Visit

Your offices

Online registration before arrival
Review request after the visit
Reply to every review

Measured by: new reviews and rating per office

Come back

Text, email, membership

Recall reminders through your systems
Membership plan for uninsured patients
Family and referral prompts

Measured by: baseline at kickoff

What's in the engagement

Eight workstreams, one team

Website

Rebuild on WordPress
A page for every location
Service, implant and orthodontic pages
Security, backups, monitoring

Weekly updates. You see: a staging link first.

Local search

Every Google listing
Names, hours, categories
Directory cleanup
Weekly listing posts

Weekly. You see: views, calls and direction requests per office.

Content and SEO

City and service pages
Spanish and Arabic pages
Answers to patient questions
Internal links between offices

Weekly. You see: pages published and positions.

Reviews

Request flow after visits
Replies to every review
Alerts on low ratings
Monthly themes by office

Daily. You see: count, rating and reply rate.

Paid search

Implant, Invisalign, braces and emergency terms
Brand protection
Office-level targeting
Landing pages per campaign

Weekly. You see: cost per call and per booking.

Paid social

Campaigns to your followers
Your real video as creative
Office-area targeting
Consultation offers you already run

Weekly. You see: spend, leads and bookings.

Organic social

Keep the daily rhythm
Tag every post to an office
Link posts to booking
Reuse footage on the site

Weekly. You see: reach and booking clicks.

Tracking and reporting

Call tracking per office
Booking handoff to CareStack
Form and consult tracking
One weekly report

Weekly. You see: one page, every location.

How we'll measure it

The scorecard you'd get every week

What we track	Today	How we report it
Pages with hidden links	30 of 71 checked	Zero, verified weekly
Google visits	About 1,400 a month (estimate)	Search Console, by office page
Online bookings by office	Not measurable from outside	Baseline at kickoff, then weekly
Calls by office	Not measurable from outside	Tracked numbers, weekly
Implant and orthodontic consult requests	Not measurable from outside	Baseline at kickoff, then weekly
Google reviews and rating	About 4,500, rated 4.2 to 4.8	Per office, weekly
Listing accuracy	Four offices with hours errors, five naming styles	Every listing checked monthly
Phone speed	Core Web Vitals: failed	PageSpeed, monthly

Social

Your Instagram already works. We'd connect it to a booking.

30 years of families

Keep the series you started. Patient stories, with consent, filmed in your offices and reused on office pages.

Meet your office

One office a week: the team, the front desk, how to get there, what languages are spoken. Tagged to its Google listing.

Straight answers

Insurance, first visits, AllKids, Sunday hours, what an implant consultation involves. The questions your front desks answer every day.

MonMeet your office: one team, one location

TueStraight answer: an insurance question

Wed30 Years story

ThuImplant or orthodontic consultation explainer

FriBehind the front desk

SatStraight answer in Spanish

SunOpen today at Albany Park

A sample week. No before-and-after photos unless you already publish them with consent, and no patient details in any post.

How working with us works

Sign, one link, tracked access, weekly report

1. Sign

One agreement covering the group.

2. One link

A single onboarding link collects logins, brand files and office contacts.

3. Tracked access

Every account we touch stays in your name. We log what we have access to.

4. Weekly report

What we did, what moved and what's next, by office.

This week

Remove hidden links from 30 pages

Fix hours on four Google listings

Write Burr Ridge page title and description

In review

Homepage on staging

Naming rule for every listing

Done

Request removal of spam page from Google

Call tracking plan by office

Simplified preview of the UPRYT OS board. Statuses and tasks are examples.

Staging firstNothing goes live before you've seen it.

You own everythingSite, domain, listings, ad accounts and data.

Forms that workTested weekly, routed to the right office.

Compliance checkNo guarantees, no patient data, your insurance wording.

Backups and monitoringDaily backups and alerts if code changes.

Fast and accessibleBuilt to pass Google's phone speed test.

90-day roadmap

Fix it, turn it on, prove it

Days 1 to 30: fix the foundation

Hidden links removed, site locked down
Spam page out of Google
New WordPress site live in week 2
Every Google listing corrected
Call and booking tracking per office

Days 31 to 60: turn it on

A full page for every location, with real photos
Implant and orthodontic pages on the main domain
Review requests running at every office
Search and social campaigns live
First city pages published

Days 61 to 90: prove it

Weekly report by office and by channel
Budget moved to what books
Second wave of service pages
Office-by-office review of results
Plan for the next quarter

Next steps

Four steps from here

1

A 30-minute call

We walk through this audit with you and show the hidden links live.

2

Scope and investment

We size the engagement to 18 locations and counting and go through the numbers together.

3

One onboarding link

Access, brand files and office contacts in one place.

4

Kickoff

Security cleanup starts in week one. The new site follows in week two.

Ryan ButzUPRYT · ryan@upryt.io

upryt.io

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