A dermatology website is the site a dermatologist or skin clinic uses to be found and chosen by people looking for a consultation or a mole check: it says who the doctor is and which professional body they are registered with, which treatments they offer, at what price and how to book. On 21 dermatology practice and clinic websites that Google showed in Turin, Bologna and Florence, only 1 mentioned the doctor's medical register, 3 showed prices and 7 had no online booking (Visilay survey, 12 November 2026).
Patients don't search for "dermatology website".
In the UK they search "dermatologist near me" (27,100 searches a month), "dermatologist london" (8,100) and "private dermatologist" (3,600), according to Google Ads data for the United Kingdom read through DataForSEO on 12 November 2026. "Dermatology website" itself gets 90.
And when someone does type "dermatology website" in the UK, Google answers with patient services and institutions: MySkinDoctor, the British Society for Dermatological Surgery, the British Association of Dermatologists, the British Skin Foundation. In the US, the same idea brings up agencies and portfolios. Neither page talks to the dermatologist who has to commission the site.
Three mistakes kept coming up in the sites we read:
- the medical register is missing, even though it is one of the details a regulated professional's website has to show;
- mole checks have no page of their own (13 sites out of 21), so the most searched procedure lands on a generic home page;
- booking goes through a portal, or isn't there at all, and the patient leaves the site exactly when they have decided.
Why would an agency know anything about a doctor's website?
Because the part medical sites get wrong most often is turning a visit into a request you can count. For Contesini Consulenze we built landing page, tracking and local campaigns from scratch: 299 contact requests at €7.20 each, with 68% turning into a sales opportunity (Contesini case study). The mechanism works for a practice too.
How to get found on Google is covered in our guide to dermatology SEO. Here we look at the site itself: what goes into it before you try to rank it.
What you will find below:
- what 21 dermatology websites in three Italian cities have, and what they lack;
- the details the site must show under UK rules, with the Italian rules for comparison;
- the pages to build, starting with mole checks;
- booking, portals and forms, and the problem with mole photos;
- prices, AI answers and what the site costs.
Let's start.
What we found on 21 dermatology websites (only 1 names the medical register)
On 21 dermatology practice and clinic websites, 17 show a VAT number and only 1 mentions registration with the Ordine dei Medici, the Italian medical register. On 12 November 2026 we searched "dermatologo torino", "dermatologo bologna" and "dermatologo firenze" on desktop Google localised to each city and read the home page of 7 practices or clinics with dermatology per city, taken from the top organic results and the "Related websites" block. Portals and public hospitals were excluded.
| What we looked for on the home page | Turin (7) | Bologna (7) | Florence (7) | Total (21) |
|---|---|---|---|---|
| VAT number visible | 6 | 6 | 5 | 17 |
| Phone number tappable on mobile | 5 | 5 | 5 | 15 |
| Online booking (own, group or portal) | 5 | 3 | 6 | 14 |
| Blog or news | 5 | 2 | 6 | 13 |
| Medical and cosmetic dermatology in separate sections | 4 | 3 | 4 | 11 |
| Mole mapping or dermoscopy page linked | 2 | 2 | 4 | 8 |
| Insurance or health fund agreements | 4 | 2 | 2 | 8 |
| Reviews or testimonials on the home page | 2 | 3 | 1 | 6 |
| Prices on the home page or a linked price page | 0 | 1 | 2 | 3 |
| Contact form on the home page | 0 | 1 | 2 | 3 |
| WhatsApp link | 2 | 0 | 0 | 2 |
| Medical register mentioned | 0 | 1 | 0 | 1 |
| Online consultation offered | 0 | 0 | 1 | 1 |
| Before and after photos on the home page | 0 | 1 | 0 | 1 |
Three rows tell the story.
17 sites out of 21 show the VAT number, only 1 names the register. The one that does is Villa Mediprò in Bologna, with the registration number of its medical director.
7 sites out of 21 have no online booking. Almost all are single-doctor practices: the patient finds the name, then has to phone or look the doctor up on a portal.
Only 3 sites show prices. Medlight in Florence has a Prices page, Dr Saccani in Bologna a "Listino" menu item. The other 18 leave "how much is it?" to MioDottore, Italy's largest booking portal, where prices are listed.
The results pages explain the rest. In Turin 6 of the first 10 organic results were private hospitals and clinics; in Bologna 3 were portals (Doctolib and two MioDottore pages). There were no paid ads in any of the three cities. In Turin's "Related websites" block, 3 dermatologists out of 10 had no website of their own.
For medical practices in general, see our guide to doctors' websites.
What a dermatologist's website must show (register, VAT number, medical director)
A dermatologist's website has to say who the doctor is and where they are registered, not just the business details. In the UK, regulation 6 of the Electronic Commerce Regulations 2002 requires a service provider who exercises a regulated profession to give "the details of any professional body or similar institution with which the service provider is registered", their professional title and the VAT number where relevant.
Italy gets to the same place through the medical register's own guidance. The guideline of the Parma Ordine dei Medici (published in 2026) asks for the register and registration number, degree, licence and VAT number, and for clinics the specialties with the names of the doctors and of the person responsible. In our sample the medical director appears on 9 clinic sites out of 16.
What about before and after photos of cosmetic treatments?
In the UK the advertising regulator is explicit. The ASA guidance on cosmetic interventions covers "exaggerated or unrealistic claims, including through the use of before and after images" and highlights "the prohibition on advertising prescription-only medicines", which is why a page cannot sell botulinum toxin by name.
In Italy, article 56 of the medical code of ethics limits health advertising to titles, activity, the service offered and fees, and law 145/2018 excludes "any promotional or suggestive element" (our translation). In our Italian sample only 1 site out of 21 showed before and after photos. Whichever country you work in, check with your regulator before you publish them.
Put these details in the footer of every page and repeat them in local business structured data, so Google and AI assistants read the same information as the patient.
The pages you need (and why mole checks deserve their own)
The pages of a dermatology website follow what patients search for: one page for each procedure that has its own demand, with location, price or price range, duration and how to prepare. After the home page, the most important one is the mole check. In Italy "mappatura nei" (mole mapping) gets 8,100 searches a month and its price query another 880, against 6,600 for "visita dermatologica", a general consultation (DataForSEO, 12 November 2026).
Yet only 8 sites out of 21 link to it from the home page.
Demand is seasonal too: in Italy the mole mapping query rose to 9,900 searches a month from March to July 2026 and fell to 5,400 in December 2025. A page published in June is late.
The pages to plan:
- home: who the doctor is, professional registration, address, tappable phone number and booking visible without scrolling;
- consultation: what is checked, how long it takes, what it costs;
- mole check and dermoscopy: the equipment used, how it works, how often the doctor recommends repeating it;
- conditions (acne, psoriasis, eczema): information pages, with no promise of a cure;
- cosmetic dermatology in a separate section;
- about, with verifiable qualifications;
- prices and insurers;
- contact and directions.
Why keep cosmetic treatments separate?
Because they are two audiences with two calendars, as we showed in the dermatology SEO guide. 11 sites out of 21 in our sample already keep them apart.
For the technical structure, see our guide to building an SEO-friendly website.
Booking, portals and forms (where do mole photos end up?)
Online booking was available on 14 sites out of 21, but in 6 cases it did not happen on the practice's own site: 4 sent patients to a hospital group portal (Humanitas, Synlab, Giomi), 1 to an external booking system, 1 only to MioDottore. The other 8 had their own booking page or form.
The portal brings patients, but it keeps the contact.
In the UK the same pattern shows up on the search for "dermatology website" itself: MySkinDoctor, which lets users "upload photographs of their skin condition" to consultant dermatologists, sits in first place. In our Italian sample, only 1 site out of 21 offered an online consultation.
Then there is the form.
People writing to a dermatologist want to attach a photo of the mole. None of the 3 forms we found asked for one, and that is the right call: a photo of someone's skin with their name attached is health data, one of the special categories that, in the words of the ICO, the UK GDPR "singles out" as "likely to be more sensitive". If you want to receive images you need a channel built for it, such as a teleconsultation platform or a patient portal, not a form that ends up in an email inbox. The same goes for WhatsApp, linked from 2 sites out of 21.
The last piece is tracking. Calls, clicks on "book" and form submissions have to be counted, without putting health data into analytics tools: otherwise you cannot know how many appointments the site brings. When visits arrive and requests don't, the usual reasons are in why a website is not generating leads; how to increase them through search is covered in lead generation for dermatologists.
Do your patients book on your site or on a portal?
On 21 dermatology websites, 7 had no online booking and 18 showed no prices: patients who have decided go where they find a price and a calendar. Let's review your practice site together: professional details, mole check page, booking and request tracking.
Book a strategy callPrices on the site (3 sites out of 21 show them, 880 people a month search for them)
You can publish your fees. In the UK, the ASA guidance we read is about misleading claims and responsibility, not about whether you can show fees. In Italy the Parma guideline says it is "permitted" to publish "the fees for the services provided", as long as the price is not the only content of the message (our translation), and article 56 of the code lists fees among the information allowed.
Demand is there: in Italy the mole mapping price query gets 880 searches a month, the consultation price query 320.
Patients who can't find the price on your site find it on the portal. And book there.
A price page that works has three things: the price or "from" price for each procedure, what is included (for example whether the mole check includes the consultation) and the insurers you work with, listed by 8 sites out of 21. Struck-through prices and "this month only" offers are the kind of promotional element Italian law 145/2018 excludes.
If you want to send paid traffic to these pages, cost per click for dermatology searches is covered in Google Ads for dermatologists.
What an AI reads when a patient looks for a dermatologist (AI Overviews in 3 cities out of 3)
Google showed an AI Overview on all three "dermatologist + city" searches on 12 November 2026, and most of the sources it cited were portals and Google Business Profiles. In Turin MioDottore, Doctolib and Top Doctors, next to the profiles of two practices; in Bologna MioDottore twice, iDoctors and the profiles of three practices; in Florence the Google profiles of three clinics and the websites of Skinfarm and Centro Medico Europa.
So the website doesn't matter?
It does, as a source that agrees with everything else. AI systems cross-check the website, the Google profile and the portals: if name, address, treatments and prices match everywhere, the practice is easier to cite. Three things help: one page per procedure that answers in its first lines ("how much is a mole check in Manchester"), Physician or MedicalClinic structured data, and a complete Google Business Profile. Nobody can guarantee citations; how we work on this is explained on our GEO page and in our guide to local AI visibility.
When we asked ChatGPT how to build a dermatology practice website in Italy, it cited the Italian Ministry of Health and the data protection authority as sources, while its costs were "indicative estimates, not official rates" (our translation). AI assistants look for institutional sources: a site that cites them speaks their language.
How much a dermatology website costs (public price lists and what they leave out)
Public price lists are rare, and the ones we found are from different markets. In the US, Wowbix, an agency that builds healthcare sites, states in its Google listing that its packages for dermatologists "start at $1,999". In Italy, Eezyweb's page on websites for doctors lists three packages "from" €1,000, €1,500 and €2,000 (checked on 12 November 2026).
For a basic brochure site, Italian price pages range from €300 to €5,000, as we measured on 10 pages in our article on website cost.
What is almost never included:
- the copy for each procedure page;
- photos of the practice and the doctor;
- booking integration and its subscription;
- privacy notice and cookie banner adapted to health data;
- tracking of calls and bookings.
If you want a site built around these from the start, that is what we do in web development.
Frequently asked questions about dermatology websites
It depends: a portal is enough to be found, not to be chosen and booked directly. In our sample 7 sites out of 21 had no online booking, and in Turin 3 dermatologists out of 10 in the "Related websites" block had no site of their own: all their requests go through the portal.
Yes. In the UK, regulation 6 of the Electronic Commerce Regulations 2002 requires a regulated professional to give the details of the professional body they are registered with and their professional title. In our Italian survey only 1 site out of 21 named the medical register.
Yes. Fees are factual information, and in Italy the medical code of ethics lists them among the details allowed. Show what each price includes and avoid struck-through prices and time-limited offers.
No, not through a form that ends up in an email inbox. A photo of an identifiable person's skin is health data, a special category under UK GDPR: to receive it you need a channel built for it, such as a teleconsultation platform or a patient portal.
It depends: the ASA guidance on cosmetic interventions warns against exaggerated or unrealistic claims made through before and after images, and prescription-only medicines cannot be advertised. Check the guidance and your regulator before publishing them.
Dermatology website, in short (and the test to run today)
Your professional registration in the footer, on every page.
A mole check page, ready before March.
Cosmetic treatments separate from medical ones.
Prices and insurers written down, no time-limited offers.
No mole photos through the contact form.
Every booking and every call tracked.
The test to run today: ask ChatGPT or Google for a "dermatologist for mole checks in" your city, and see where the names come from. If it cites a portal and not your site, the problem isn't the design: it's that the page answering that question doesn't exist on your site yet.
If you want to work out where to start with yours, get in touch. Speak soon!
