A board-certified dermatologist in Tampa needed a website that made her medical expertise the reason patients chose her.
Dr. Elena Wren
Founder at Bayshore Dermatology
Details
year
2025
Client
Bayshore Dermatology
Industry
Dermatology
Location
Tampa, FL
Scope
Full website design and build, CMS-driven service architecture, local SEO strategy
Timeline
2 months
Overview
A patient searching 'dermatologist near me' in Tampa doesn't see the difference between a board-certified practice and a med spa with a nice Instagram. They see two websites that look the same, and they book whichever one feels easier.
Bayshore Dermatology is a board-certified dermatology practice in Tampa, FL, led by Dr. Elena Wren. The practice splits its work into two different kinds of care: medical dermatology, where patients need an accurate diagnosis for something like acne, rosacea, or a suspicious mole, and cosmetic dermatology, where patients are making an elective choice about how they want to look. Both groups decide alone, and both pay directly out of pocket rather than waiting on insurance approval, which makes the website's first impression almost the entire sales conversation.
A patient with a health concern needs to feel confident in Dr. Wren's clinical judgment within seconds. A patient considering a cosmetic treatment needs to feel like this is a medical office, not a spa menu. Without a site built around that split, both patients get the same generic experience, and the practice loses the one thing that should set it apart: an actual doctor making the decisions, not an aesthetician upselling a package.
Challenge
What made her different wasn't on the site
Dr. Wren treats skin health as a long game, not a single visit. That's the real difference in her practice. But a patient can't see any of it before booking. All they get is a treatment list and a booking button, same as every other option in Tampa.
With no way to see that reasoning, patients choose based on price or how fast they can get in, and Dr. Wren loses exactly the patients who would have valued what she does differently.
Before choosing a dermatologist, they're really asking:
Is this an actual doctor, or a spa with medical-sounding treatment names?
Will this build on itself over time, or start from zero every visit?
If I want cosmetic work, will it still come from real medical judgment?
Solution
Letting the website do what a first visit would
The homepage does the sorting work first. The hero leads with "Tampa's Board-Certified Dermatologist" instead of a generic welcome, then What We Treat splits into two clear paths, Medical and Cosmetic, so a patient knows within one scroll whether this practice covers them. Our Approach comes next, once that's settled, and carries the real differentiator: skin health treated as a long game built on a patient's history and Tampa's sun exposure, not just the symptom in front of Dr. Wren that day. Our Process follows with four plain steps, removing the two biggest points of friction, no referral needed and visits build on each other, right before the patient has to decide whether to commit.
Testimonials back all of it with specific moments instead of generic praise, not being rushed, an option explained instead of just prescribed, results that "looked like me, just rested." Behind the homepage, 15 individual service pages, built through the CMS so Dr. Wren can add or update a treatment without touching a template, so a patient searching for one specific procedure lands on a page built for that exact concern instead of a general overview.
Result
A site built to bring in patients Cascade wasn't reaching before.
The old site had one services page competing for broad, generic search terms and no way for patients to book without calling in during office hours. The new structure gives each treatment its own page targeting the specific way a patient searches for it, paired with online booking that captures appointment requests the practice used to lose to voicemail.
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