A worried patient books tonight, or not at all
Someone who has noticed a changing mole is in a specific state of mind: anxious, motivated, and looking for the first clinic that will let them do something about it immediately. A site that cannot be booked tonight loses them by morning.
Cause 1: there is no way to book a mole check without speaking to someone
The symptom: a referral-only pathway, or an enquiry form, for what is usually a self-referred appointment.
The change: online booking with live availability for self-referred appointments — a mole check or skin screening page with the price, what the appointment involves, and a button. Semble, Cliniko, Jane, Meddbase and Zanda all provide the availability. This is the highest-intent visitor a dermatology clinic gets and most sites make them wait.
Cause 2: credentials are a paragraph in the footer
Private dermatology patients choose a consultant, not a clinic, and they check specialist registration.
The change: a profile page per consultant with specialist registration, training, hospital posts and areas of focus. This is where the decision is actually made, and a footer sentence does not make it.
Cause 3: fees are only on request
The change: consultation fee, follow-up fee, procedure prices where you can state them, and the insurers you are recognised by. A self-pay patient comparing three clinics drops the one that would not say, and an insured patient books whoever confirms their insurer first.
Cause 4: no pages for the conditions patients type
Acne, eczema, psoriasis, rosacea, mole removal, skin biopsy. Patients search the condition, not "dermatologist".
The change: a page each in patient language — what it is, what you do about it, what it costs, and a booking button. A page per condition is a page per search.
Cause 5: clinical imagery is used carelessly, or not at all
The change: factual, consented clinical images on condition pages, held with documented consent per case, and kept within your market's rules elsewhere. Where before-and-after imagery is restricted for a procedure class, leave it out — the pages convert on the explanation.
Cause 6: intake happens in the room
The change: medical history sent with the booking confirmation, so the consultation is spent on the skin rather than the form.
Fix them in this order
Self-referred booking first — it captures the anxious visitor while they are anxious. Consultant profiles second. Fees and insurers third. Then the condition pages, which are the slower compounding win, and the intake automation last.
Where this sits
Our dermatology clinic websites ship with self-referred booking and consultant profiles, at a fixed price. The audit version is the dermatology checklist. The wider clinic view is on the clinics page.