Planning guide
How should a dermatology website organize medical and cosmetic care?
Most dermatology practices offer more than one kind of care, and patients arrive with very different needs. The website's first task is sorting them. This guide covers how to structure the pages, what to show and what to leave out, how patients should book, and how the practice can be found for the searches that matter to it.
Give each kind of care its own front door
Put two or three clear choices on the home page: medical dermatology, skin cancer and surgery, and cosmetic treatments, if you offer all three. Each leads to its own section with its own pages and its own booking route. This keeps the patient with a rash away from injectable specials, and it lets the cosmetic side look as polished as it needs to without confusing anyone.
Treat educational pages with care
Condition pages help patients and search engines alike, but they are not a diagnosis. Describe each condition in plain terms, explain what a visit for it usually involves, and say which providers see it. Your clinicians review every page before it goes live. For cosmetic treatments, avoid promises about results, and use before and after photos only with written patient consent, labelled as individual results.
Route booking and photos the right way
Dermatology patients often want to send a picture of what worries them. An ordinary website form is the wrong place for it. Keep the contact form to a name, phone, email, and the type of visit wanted, and send anything clinical through your patient portal or telehealth platform. Say so near the form, in one friendly line, so patients know where photos belong.
If your practice management system offers online scheduling, link or embed it by visit type, since a skin check and a laser consultation usually need different time slots. List the plans you accept for medical care, explain cosmetic payment separately, and mention any cancellation list. Answers like these, available at night, save patients a phone call in the morning.
Show up for local skin searches
People search for a dermatologist nearby, often with a condition attached: acne, a skin check, hair loss. Separate pages for each give those searches a specific match. Keep each location's name, address, and phone consistent with its Google Business Profile, list the neighborhoods your patients come from, and show your reviews. Rankings are never promised, but a clear structure gives a good practice a fair chance.
