Most dermatology websites are built for the practice owner looking at a desktop monitor. Patients see them on a phone, usually in one of two moods. A medical patient wants to know whether the practice takes her plan and how soon someone can see her. A cosmetic patient wants prices, the injector's background and a consult time. A homepage with one soft banner about healthy skin answers neither.
Dermatology sites also carry more people than most medical sites. A group with MDs, PAs and NPs across several offices needs every provider findable by location, service and insurance, with booking in the same place. When providers live only on an About page, the ones with the most open slots stay hardest to book.
We design dermatology websites around those two paths and the provider directory that connects them, then measure the site by booked visits on each side.
What a dermatology website build includes
Separate medical and cosmetic paths
Navigation, hub pages and forms split on the first click, each with its own visual tone and its own next step.
A bookable provider directory
Profiles for every MD, PA and NP, filterable by location, service and insurance, with booking by provider.
Online scheduling
Self-booking for the visit types the practice allows, connected to the practice management system where it supports it.
Cosmetic treatment pages
Pages with starting prices, the provider who performs each treatment, authorized photos and a consult request.
HIPAA-aware intake and tracking
Forms on tools that sign a Business Associate Agreement, tracking kept off intake pages, and every lead tagged medical or cosmetic.
Migration without losing rankings
A redirect map for every old URL, preserved page content that ranks, and checks after launch.
The questions a dermatology website has to answer
Each visitor arrives with one question that decides whether they book. The design job is to put the answer where that visitor lands, without making the other side of the practice wade through it.
Visitor question, where the site answers it, and why it matters
The visitor wants to know
Where the site answers it
Why it matters
Do you take my insurance?
An insurance page linked from the header and every provider profile
Medical patients leave if they cannot confirm their plan quickly
How soon can I be seen?
Next availability on location and provider pages, with booking
Wait time is the comparison medical patients make most
Who would I see?
Provider profiles with title, training, focus and clinic days
Patients book individuals, and PAs and NPs fill faster when visible
What does this treatment cost?
Cosmetic treatment pages with starting prices
Cosmetic shoppers compare med spas on price before calling
Should a dermatologist look at this?
Condition and skin check pages with a booking link
A worried visitor needs a reason to book now
Can I see this injector's work?
Galleries by treatment and provider, with authorized photos only
Cosmetic patients choose the person as much as the practice
How do I send you a patient?
A referral page with fax, portal and a direct line
Referring offices pick the practice that is easiest to refer to
Can I do this visit online?
A teledermatology page listing the states served
Telehealth visitors need to know they qualify before booking
How we design dermatology websites
1 Test the current site the way patients use it
Before any design work, we try to book a new patient skin check and request a cosmetic consult on a phone, and time both. We note where the booking button leads, whether insurance and wait times are visible, and whether a cosmetic visitor can find a price without calling.
Then we pull the analytics and call tracking that exist, and list every URL that earns traffic or links. Those pages keep their content or get a redirect, so the redesign does not throw away rankings the practice already has.
Timed mobile booking tests for a medical and a cosmetic visit
An inventory of ranking URLs and inbound links before anything moves
A list of every form, booking tool and script that touches patient data
2 Route medical and cosmetic on the first click
The homepage offers two clear paths under the header, Medical Dermatology and Cosmetic Dermatology, and each leads to its own hub. The medical hub leads with insurance, locations, new patient availability and conditions treated. The cosmetic hub leads with treatments, pricing guidance, providers and the consult request.
The two sides can look different. Cosmetic pages carry more photography and a warmer tone, and medical pages stay clinical and fast to scan. Shared elements such as the provider directory, locations and reviews connect them without mixing the calls to action.
Two entry points visible without scrolling on a phone
Separate hub pages with their own navigation and next step
A distinct visual tone for cosmetic pages, inside one brand
Example: homepage outline
Header: Medical Dermatology | Cosmetic Dermatology | Providers | Locations | Book
Two paths: skin checks and conditions, or injectables and lasers
New patient availability this week, by location
Insurance accepted, with a link to the full list
Providers, filterable by location and service
Reviews from both sides of the practice
Referring a patient? Referral line and fax
3 Put providers inside the booking flow
The provider directory is the center of a dermatology site. Visitors filter by location, service, insurance and new patient availability, then book with the provider they pick. Each profile states the license exactly as held, training, focus areas on both sides, clinic days and reviews that mention that provider.
Profiles link to the condition and treatment pages that provider handles, and those pages link back. A visitor reading about laser resurfacing sees who performs it, and a patient referred to a named dermatologist lands on a page that lets her book with that person.
Directory filters for location, service, insurance and availability
A booking button on every profile that preselects the provider
Two-way links between profiles and the services each provider performs
Real headshots and short intro videos in place of stock photography
Example: provider directory filters
Location: Ridgewood, Fair Lawn, Paramus
Visit: skin check, medical concern, cosmetic consult, telehealth
Insurance: choose your plan
Provider type: MD, PA-C, NP
Show only providers with new patient openings in the next two weeks
4 Design cosmetic pages to win against med spas
Cosmetic visitors compare the practice with med spas that have polished sites and visible prices. Each treatment page needs a starting price or range, what changes the price, who performs it, what the consult involves, and a short consult request that asks only what the front desk needs.
Galleries help when they are organized by treatment and provider and use only photos with signed patient authorization. Captions describe the treatment and the number of sessions and stay away from promises about results.
A page per cosmetic treatment with a starting price or range
Consult requests that route to a cosmetic coordinator, not the general line
Gallery photos stored with their authorization records
5 Build intake that is safe and tags every lead
Online booking is limited to visit types patients can safely choose themselves, usually new patient visits, skin checks and cosmetic consults, and everything else goes to a short request form. Booking connects to the practice management system where it allows it, so the front desk is not retyping appointments.
Forms run on tools that sign a Business Associate Agreement, and analytics and ad pixels stay off booking and intake pages. Each call, form and booking is tagged medical or cosmetic and by location, which is what lets the practice see what each side costs to fill.
Self-booking limited to visit types the practice approves
Forms and messaging on BAA-covered tools
Call tracking numbers per side and per location
Conversion tracking that records the booking, never the health details
6 Launch, check and keep improving
At launch, every old URL resolves to its new page, provider and location pages carry structured data, and the site is tested for speed and accessibility on real phones. We watch search console and booking data closely through the first weeks for anything the redirect map missed.
After launch the site gets regular updates as providers join or leave, cosmetic prices change and new locations open. The booking report by side shows which pages need work next.
Redirects tested for every URL in the inventory
Accessibility checks against WCAG guidelines before launch
A standing process for adding and removing providers
Where dermatology website design usually goes wrong
One banner for two audiences
A generic hero about healthy skin makes both the medical and the cosmetic visitor dig for what they came for, and many leave instead.
A request form posing as booking
A form that promises a callback loses the patient who can pick a time on a competitor's site that evening.
Models instead of providers
Stock photos of flawless skin say nothing about who will treat the patient. Real provider photos and profiles do the persuading.
A redesign that drops rankings
Changing URLs without a redirect map can wipe out years of search visibility in a week. Every old page needs a destination.
What to expect and when
The audit, page plan and provider directory structure come first, followed by design and copy. Providers review their own profiles and clinicians review condition pages before launch, and that review is often what sets the pace.
A typical dermatology build takes a few months from kickoff to launch, longer for groups with many offices and providers or a complex scheduling integration. Booking data shows the effect from the first weeks, and search visibility settles after the redirects are crawled.
What we report on
Booked visits from the website, by side
Medical and cosmetic counted separately, per location.
Online bookings by provider
Whether the directory is filling the schedules that have room.
Mobile booking completion rate
Shows where patients drop out of the booking flow on a phone.
Cosmetic consult requests per treatment page
Which treatment pages convert their traffic and which need work.
Organic traffic to migrated pages
Confirms the redesign kept the rankings the old site had.
HIPAA, photos and accessibility on dermatology websites
Booking, intake and contact forms collect health information, so they run on tools that sign a Business Associate Agreement and stay free of analytics and advertising scripts that could pass that information to a third party. Before and after photos are used only with written authorization from the patient, kept on file, and captions avoid any promise about results.
Provider titles must match the license each person holds, and state rules on testimonials and specialty claims apply to website copy. Accessibility matters as well. Patients who use screen readers or larger text need to book like anyone else, and inaccessible healthcare sites draw legal complaints, so we design and test against WCAG guidelines.
Questions about dermatology website design
How long does a dermatology website redesign take?
Usually a few months from kickoff to launch. Groups with many providers and offices, or a scheduling integration, take longer. Provider and clinician review of copy is often the step that sets the pace.
Will a new website hurt our search rankings?
Not if the migration is handled properly. We inventory every URL that ranks or earns links, keep the content that works, and redirect every old page to its new home.
Can patients book online with our practice management system?
Often, yes. Many dermatology practice management systems offer online scheduling or connect to a scheduling tool, and we build the booking flow around what yours supports.
Should cosmetic services have a separate website?
Usually not. A separate cosmetic hub with its own tone inside one site keeps the domain's authority in one place and lets medical patients discover cosmetic services. A separate brand can make sense for a standalone aesthetics location.
Do we need a page for every provider?
Yes. Patients search providers by name, especially after a referral, and a profile with booking is what turns that search into an appointment.
What does a dermatology website cost?
It depends on the number of locations and providers, the scheduling integration and how much copy is needed. We scope the work after a strategy call, and our custom marketing packages start at $2,500 a month.
Do you write the copy, or do we?
We write it, from short interviews with your providers and front desk. Providers approve their own profiles and a clinician reviews every condition page before launch.
