What every dermatology website needs

A dermatology website does more work than most practice websites. Patients use it to work out whether you treat their concern, whether you take their insurance, which doctor to see and how to book, often on a phone in a few spare minutes. Every page that's missing becomes a phone call to your front desk, or a patient who books somewhere else.

Here are the pages and features every dermatology website needs, in the order patients look for them.

A home page that answers the first questions

The home page should make three things clear within a few seconds: what you treat, where you are and how to book. Put a book button at the top, list your locations, and show your care split into medical, surgical and cosmetic, with a few common concerns under each.

Returning patients visit for different reasons, so put the patient portal and bill pay one tap from the home page too.

A page for each kind of care

Medical, surgical and cosmetic dermatology are different visits for different patients. Give each its own page that explains what it covers, who it's for and what a visit is like. A patient looking for a mole check shouldn't have to scroll past filler prices to find it.

A page for each common condition

Patients search for their concern, not your specialty. They type "acne dermatologist", "eczema treatment" or "mole removal near me". A short page for each condition you treat, written in the words patients use, helps them find you and helps Google show your practice for those searches.

Start with the conditions you see most: acne, eczema, psoriasis, rosacea, moles and skin checks, skin cancer, hair loss and warts. Each page can be short. Say what the condition is, how you treat it and how to book.

Your doctors, with their training

Patients choose a dermatologist as much as a practice. Give every provider a photo, their name and title, where they trained, their board certification and what they focus on. Explain board certification in a sentence, since many patients don't know what it means.

Insurance and billing

"Do you take my insurance?" is one of the first questions new patients ask. List the plans you accept, explain what cosmetic treatments insurance doesn't cover, and link to online bill pay.

Every location with its hours

Each office needs its address, hours, phone number and a map or directions link. If you have more than one office, give each its own page. It helps patients choose the closest one, and helps Google show the right office in local searches.

New patient information

A short page for new patients saves your front desk a lot of calls. Cover what to bring, how to fill in forms before the visit, how long the first visit takes and your cancellation policy.

Patient forms and the portal, linked out

Forms, the portal and online booking should open in the secure tools you already use, rather than living on the website itself. That keeps patient information off your website. We cover why in Patient forms, HIPAA and your practice website.

Built for phones first

Most patients will see your website on a phone. Buttons need to be big enough to tap, the phone number should call when tapped, and the book button should be easy to reach on every page.

The full checklist

• A home page with what you treat, where you are and a book button
• Patient portal and bill pay one tap from the home page
• A page each for medical, surgical and cosmetic care
• A page for each common condition
• Every provider with a photo, training and board certification
• Insurance you accept and how billing works
• Every location with its address, hours and phone number
• New patient information
• Forms, portal and booking linked out to secure tools
• Designed for phones first

Start from a design that has all of this

Our dermatology designs come with these pages built in, so you start with the structure patients look for. We tailor the design to your practice, launch it and keep it updated. See them on our dermatology website design page, or read The best dermatology websites for real examples.