Our site does two jobs that pull in opposite directions
Someone who has noticed a changing mole wants to be seen soon and wants no marketing whatsoever in the way. Someone considering a cosmetic treatment is browsing, comparing, and in no hurry at all. Sending both down the same path made the medical side feel like an upsell and the cosmetic side feel like a clinic corridor, so the two tracks separate right at the top of the home page and stay separate all the way through to booking.
That split is the most useful thing about how we are found. The services page keeps the two lists apart rather than blending them alphabetically, the new patients page explains what a first medical visit involves, and the locations page answers the practical question before anyone commits to a form. Our writing follows the same division: the article on an annual skin check reads nothing like the one comparing injectables, because the reader is not the same person and should not be handled as though they were.
Two kinds of search arriving at one practice
The medical searches are urgent and specific, usually a description of something on the skin next to a request to be seen. The cosmetic searches are comparative and patient, often a treatment name beside the word difference. We would serve both badly if one page tried to answer both, so the services page branches early and each half is written in its own register. Maps listings mostly matter to the first group, who are choosing on how soon we can see them and how far they must travel.
Explaining a screening to someone who keeps postponing it
Reluctance about the appointment is a bigger obstacle than finding us. Our article on what to expect at an annual skin cancer screening walks through the room, the timing and what a dermatologist is looking at, because unfamiliarity is what people put off. The adult acne piece exists for a related reason: it is written for someone who assumed they had aged out of the problem and feels faintly embarrassed asking. Neither predicts anything about a reader, and both say plainly that a visit is the only way to know.
Turning up inside an answer, not just a list
People ask assistants to explain the difference between two cosmetic treatments constantly, which is exactly what our comparison of injectables is for. It is written to be quotable without becoming misleading once compressed, which mostly means keeping each qualification attached to the claim it qualifies and refusing to reduce a clinical decision to a tidy table. Our locations and new patients pages are written just as plainly, since those are the details an assistant has to get right when someone asks for a dermatologist nearby.
What sits on the results page, and what never will
The results page shows cosmetic treatment photography with the treatment named and nothing implied beyond that. No image on it is offered as an indication of what any other person should expect, and medical dermatology photography does not go there at all. We advertise consultations, the fact that we are open to new patients, and the treatments we offer. We do not advertise transformations, and copy has been sent back more than once here for quietly suggesting one.
Dermatology marketing questions we get asked
How does dermatology digital marketing split between medical and cosmetic?
Almost entirely. The medical and cosmetic routes divide on the first screen and stay divided through to booking, because someone worried about a changing mole and someone comparing treatments want opposite things. Blending them makes the medical route read as a sales pitch, which it must never do.
Is SEO different for cosmetic treatments than for medical skin care?
Yes. Medical searches are urgent and describe something specific on the skin. Cosmetic ones are unhurried and comparative, usually a treatment name paired with a request to weigh it against another. The two halves sit on separate pages so neither reader has to filter out the other's material.
Where does an Austin practice compete with the national skin-care sites?
Not on general explanations, which the large publishers own. We write for questions that need somewhere local attached: what a screening appointment involves in this clinic, how quickly we can see somebody, where we are, and what a first visit asks of a reader. Those searches end at a booking.
What do you do about the photographs on the results page?
Cosmetic treatment photography appears with the treatment named and nothing implied beyond it. Medical dermatology photography is not published at all. Nothing on that page forecasts a result for a different reader, and drafts have been rejected more than once for hinting otherwise.
Which marketing tactics are off the table for a dermatology clinic?
Transformation language, testimonials, imagery offered as evidence, and any urgency attached to a medical appointment. What we do promote is narrow: consultations, the treatments available, and the fact that the practice is open. A dermatology website is documentation more than it is persuasion.
This site runs on WorkspaceCMS, and the campaigns described above are run by its team. See how Dermatology campaigns work.
