Dermatology website design for conditions, procedures and cosmetics

Two audiences, one site: medical and cosmetic

A patient with a new spot on their back and a patient pricing lip filler land on the same homepage with nothing in common except your name. Design the site so each finds their path in one click.

What good looks like:

• Two clear doors on the homepage. "Medical dermatology" (skin checks, conditions, procedures, insurance) and "Cosmetic dermatology" (treatments, prices, consults). Not a carousel of promotions.
• Different calls to action. Medical pages lead to "Request an appointment" with insurance and referral details nearby. Cosmetic pages lead to "Book a consult" with prices nearby.
• Separate navigation within each side. Someone reading about psoriasis should not see a Botox promotion in the sidebar, and a cosmetic patient should not have to read insurance policies to find a price.
• One brand, one domain. Splitting cosmetic into a second site usually costs more than it gains (see the FAQ below).

The full strategy behind the two tracks is in our dermatology marketing overview. For the general structure every practice site needs, see medical website design.

Condition pages patients search for

Condition pages are where medical patients arrive from Google, and they are where most dermatology sites are thinnest. Here is what patients type:

Google Ads Keyword Planner data via DataForSEO, US, 12-month average to Sep 2026.

Build one page per condition you treat: acne, eczema (atopic dermatitis), psoriasis, rosacea, hair loss, warts, and skin cancer with its own subpages for basal cell carcinoma, squamous cell carcinoma and melanoma. Each page should answer, in order:

1. What it is, in plain words, with a source. MedlinePlus, for example, describes psoriasis as "a skin disease that causes itchy or sore patches of thick, red skin with silvery scales" (opens in a new tab) and lists creams, medicines and light therapy as treatments. Link the AAD or MedlinePlus rather than writing medical facts from memory.
2. How your practice evaluates and treats it. Which services you offer (phototherapy, biologics, patch testing), not a textbook list.
3. Who sees it. The physicians, PAs or NPs who treat this condition.
4. Insurance and referrals. Whether a referral is needed and which plans you accept.
5. The next step. One button, with new-patient availability stated plainly.

Use patients' words in titles and headings. People type "full body skin exam", so the skin check page should say it, even if your chart says "total body skin examination". For conditions with triggers, cite the source: MedlinePlus lists irritants, stress and allergens (opens in a new tab) as things that can worsen eczema.

Never let condition pages drift into diagnosis. "If you have these symptoms, you have X" is a line for a visit, not a web page.

Procedure pages: Mohs surgery, excisions, biopsies

Procedure pages convert patients who already have a diagnosis or a referral, and they cut down pre-visit phone calls. Cover what the patient will experience, not just what the procedure is.

• Skin biopsy. Why it is done, what happens during the visit, how and when results are delivered, and wound care.
• Excision. How long the visit takes, stitches and follow-up, activity limits, and whether pathology is included.
• Mohs surgery. MedlinePlus explains that the surgeon removes the cancer in layers until all of it has been removed (opens in a new tab), and that it usually takes place in the surgeon's office. Your page should add what MedlinePlus can't: who your Mohs surgeon is and their training, how long patients should plan to stay, whether reconstruction happens the same day, and how referring physicians send cases.

Each procedure page should also link to the condition pages it treats. A melanoma page links to excision; a basal cell carcinoma page links to Mohs. That internal linking helps both patients and search engines understand your services.

Since skin cancer is the most common form of cancer in the United States (opens in a new tab), according to MedlinePlus, the skin check and skin cancer pages usually deserve the most care of anything on the site.

A cosmetic section: injectables, lasers, peels

The cosmetic section is a store inside the clinic. Treat it like one: clear products, clear prices, a clear way to buy.

• Treatment pages. One page per treatment: neuromodulators, dermal fillers, laser resurfacing, laser hair removal, chemical peels, microneedling. Explain what it addresses, how many sessions are typical at your practice, downtime and price.
• Prices or "from" prices. Cosmetic patients compare. A page with no price sends them to a med spa that shows one.
• Who performs it. The AAD notes that having a filler injected in a non-medical setting can be extremely dangerous (opens in a new tab), and that results depend heavily on the injector's experience. Your injector's name and credentials belong on the page.
• Consult booking. A short form or a link to your scheduling tool, separate from the medical appointment request.

Drug names on these pages are allowed. In the US and Canada, Google's restricted drug terms policy (opens in a new tab) lets advertisers use prescription drug terms such as Botox in ads and landing pages without certification; keyword-targeting those terms is what requires certification. How these pages work with campaigns is covered in dermatology advertising, and the positioning behind them in our guide to cosmetic dermatology pages.

Providers, credentials and accepting-new-patient status

Dermatology patients often don't know who they will see. Tell them.

• A page per provider. Photo, degree and title, board certification, special interests, languages, and which locations and days they work.
• Explain the letters. The AAD's FAAD designation (opens in a new tab) means a board-certified dermatologist (board exams from the American Board of Dermatology, the American Osteopathic Board of Dermatology or the Royal College of Physicians and Surgeons of Canada). PAs and NPs should be described accurately, with their own credentials and the physician they work with.
• Accepting new patients, per provider. "Dermatologist accepting new patients" is searched 210 times a month, almost always by someone trying to book. If a PA has openings next week and the physicians are booked into spring, say so on both profiles.
• Insurance. List the plans you accept and repeat the AAD's advice to patients: their insurer is "the best source" (opens in a new tab) for whether a provider is in network.

Galleries, forms and privacy

Galleries sell cosmetic work. They also create the most common privacy mistake on dermatology sites.

Before-and-after galleries. A patient's photo used in marketing needs a written HIPAA authorization under 45 CFR 164.508 (opens in a new tab), signed and dated, naming the purpose (website gallery, social media, ads) and an expiration date or event. "Full face photographic images and any comparable images" are one of the 18 identifiers in HIPAA's de-identification standard (45 CFR 164.514 (opens in a new tab)), so cropping out the eyes is not a substitute for consent. Keep the signed form on file next to the image, give the patient a copy, and remove the image if they revoke the authorization in writing.

Forms. Appointment and consult forms collect health information the moment a patient types "changing mole on my shoulder" into a message box. Use HIPAA-compliant forms from a vendor that signs a Business Associate Agreement (BAA), not a plugin that emails submissions in plain text.

Tracking. Keep advertising pixels off pages where patients enter health details. If you're not sure what's running on your forms today, an audit will show it.

A practical evaluation checklist for any proposal:

• Separate medical and cosmetic navigation and calls to action
• One page per condition, procedure and cosmetic treatment
• Condition content sourced to the AAD or MedlinePlus
• Provider pages with credentials and new-patient status
• Gallery workflow with signed authorizations on file
• HIPAA-compliant forms and a signed BAA
• Fast pages on phones and structured data
• You own the domain and the content

For the full list of pages a practice site needs, see our general guide.

Rebuild or redesign: cost and where Medfy fits

A redesign changes how the site looks. A rebuild changes what it contains. Most dermatology sites need the second: the missing condition and procedure pages, provider pages and a real cosmetic section matter more than a new color palette.

What drives cost:

• Page count. A dermatology site covering both service lines often needs dozens of pages.
• Who writes the medical copy, and whether a clinician reviews it.
• Photography of the office and providers.
• Integrations with your scheduling tool or patient portal.
• Hosting, security updates and the cost of each later edit.
• Ongoing content, if search traffic is a goal.

Red flags in a proposal:

• The vendor registers or owns your domain.
• Condition pages arrive with no sources, or with copy shared across clients.
• No answer on how gallery consent is stored.
• Forms that email submissions, or no BAA offered.
• Promises of page-one rankings.
• Every small edit is a billable ticket.

Where Medfy fits. Medfy rebuilds your site and hosts it on your own domain: fast, with a page per service, structured data and HIPAA-compliant forms. It is part of the $349/month base plan, which also includes weekly researched articles drafted from MedlinePlus and PubMed that your practice approves before they publish (or sets to auto-publish). Before you subscribe, Medfy shows you a free preview of your rebuilt site, so you can judge the condition and cosmetic pages yourself. Details are on Medfy pricing.

Start by asking Medfy to score your dermatology website with a free audit, then see a free preview of your rebuilt website.

Frequently asked questions

What should a dermatology website include?

At minimum: a page for each condition you treat (acne, eczema, psoriasis, rosacea, skin cancer), a page for each procedure (biopsies, excisions, Mohs surgery), a separate cosmetic section with prices, provider profiles with credentials and accepting-new-patient status, insurance and referral information, and HIPAA-compliant forms. Condition content should be written in patients' own words and sourced to the AAD or MedlinePlus.

Should cosmetic dermatology have its own website?

Rarely. A separate cosmetic domain starts with no search history and splits reviews and links between two sites. A clearly separated cosmetic section on the main site, with its own navigation, prices, galleries and consult booking, usually works better. It still lets you send cosmetic ads to cosmetic pages while medical patients never wade through filler promotions to find a skin check.

How much does a dermatology website cost?

It depends on page count, who writes the condition and procedure copy, photography, integrations with scheduling or patient portals, and ongoing hosting and edits. A dermatology site usually needs many pages because it covers both medical and cosmetic services. Compare quotes on what is included each month, who owns the domain and content, and whether the vendor signs a BAA for form data.