Joshua Paul Design · Case Studies
Eight web design and SEO case studies: the clients, the work, and what happened next.
Website design and SEO case studies for independent practices and businesses. Each case study starts with who the client is and what sets them apart. Then it shows what I built for them, and what came of it. Every one of them still works with me.
Case studies
Eight, across dermatology, retina, radiology, functional medicine, medical aesthetics, pharmacy, and weddings
New patients
Doubled at Shane Retina, with about half now coming through online marketing
Growing together
One dermatology group went from three offices to seven, and one pharmacy from serving one state to more than 30. The websites kept pace.
Where
Florida, Ohio, Tennessee, Texas, and Hawaii, from my desk in Denver
“The reward of a thing well done is to have done it.”
Ralph Waldo Emerson
The case studies
Eight clients, eight different stories. Find the one closest to yours.
One is a dermatology group that grew from three offices to seven. Another is a new med spa whose website and search presence I built from zero. A radiology group needed a website that would help it keep hiring, and two retina practices, run by a husband and wife, share sister sites. There is also a dermatology practice with a specialty in skin of color, a compounding pharmacy, a wedding hair and makeup studio on Maui, and a functional medicine practice whose 2016 website still does its job. Each one ends with what it shows, so you can find the story closest to yours.
Dermatology · Bradenton, Lakewood Ranch, and Venice, Florida
Arsenault Dermatology
Growing together since 2020.
Web, SEO, local search, and print for one of the Gulf Coast’s best-regarded dermatology groups, built one piece at a time since 2020. I have been the practice’s go-to for all things web the whole way, with a front-row seat to its growth.
What it shows: how a website keeps pace with a practice that keeps growing.
Radiology · Fort Myers, Florida
Florida Radiology Consultants
A website with a different job: helping a radiology group keep hiring.
Web design and SEO built to recruit radiologists and win partners for an independent, physician-owned radiology group in Southwest Florida. I rebuilt the site in 2024, and more than 30 radiologists have joined since. The procedure pages carry more than 70 annotated imaging graphics, so patients can see what each procedure does and reach the doctors who do it.
What it shows: a website built to recruit doctors and win partners, not only to bring in patients.
Retina and ophthalmology · Sarasota and Venice, Florida
Shane and Venice Retina
Continuous SEO for two retina practices, his and hers.
Dr. Thomas Shane and Dr. Anita Shane each founded a retina practice, and both trained at the Bascom Palmer Eye Institute. I built Venice Retina’s website before the practice opened, then took on the search work for his practice, and that work has continued ever since. Along the way I redesigned his site, carried it through a name change, and built a knowledge graph. When someone near Venice searches for a retina specialist, Venice Retina comes up first.
What it shows: what steady SEO, month after month, does for a practice over the years.
Wedding hair and makeup · Kihei, Maui, Hawaii
Love and Beauty Maui
More inquiries in a hard market.
Nikki Quinn is one of the best bridal stylists on Maui. I built her studio’s new website around real photographs of her work, with SEO built in from the start. Her inquiries grew far faster than the market: up 28 percent in 2025, a year Maui destination weddings rose 8 percent.
What it shows: what a website built right, with SEO from the start, can do for a small business on its own.
Medical aesthetics · Lakewood Ranch, Florida
Arsenault Aesthetics
A new med spa, launched from zero in a crowded market.
Arsenault Aesthetics carries one of the most trusted names in Gulf Coast dermatology, and it is led by Melissa Beachy, PA-C, who trains other injectors for Allergan. I built its website and search presence from zero and carried both through a repositioning and a rename. Non-branded clicks from Google grew more than 50 times over, and online bookings rose 43 percent.
What it shows: how a brand-new practice gets found, and keeps its place through a rename.
Compounding pharmacy · Florida, Tennessee, and Texas
Medrock Pharmacy
Built to fit the business, and built to be built on. Their own team runs it today.
Ash Ahmed, a pharmacist, founded Medrock as a compounding pharmacy focused on dermatology. I designed its logo, built from the rings of the melanin molecule, and a website for two audiences: the doctors who write the prescriptions and the patients who send them in. Medrock has grown from one Florida pharmacy serving one state to three pharmacies serving more than 30 states, and its own team runs the site today.
What it shows: a website built for a business to grow on, and in time, to run itself.
Dermatology · Tampa and Brandon, Florida
Skin Health Forever
A specialty you can see before you read it.
Skin Health Forever is a family-owned dermatology practice led by Dr. Thomas Taylor, an Air Force veteran with special expertise in skin of color. I built a website that welcomes every patient and reaches the ones looking for that expertise. Today it is the practice Google shows first when someone in Tampa searches for a Black dermatologist.
What it shows: how a website can reach the patients looking for a specialty without turning anyone else away.
Functional medicine · Uniontown, Ohio
Optimal Health Institute of Ohio
Built around a philosophy in 2016, and still doing its job.
Dr. Nancy Fazekas Grubb starts with a question most doctor visits skip: why is this happening? I built her practice a website around that idea in 2016, wrote most of its copy, and still look after it. More than half of her new patient visits come from the web, and the site shows up for more than 1,000 different Google searches.
What it shows: how long a website lasts when it is built well the first time.
What they have in common
Eight different stories, one way of working.
01
One person, start to finish.
Structure, design, content, SEO, and the technical build, handled by one person. Nothing gets lost between a designer, a writer, and a developer, because they are the same person. That holds long after launch. Since 2020 I have handled more than 2,600 requests from clients, and the person who reads each one is the person who makes the change.
02
Built for the long haul.
These websites were built to be added to. Over the years they have taken on new offices, new providers, new services, a shop, a job board, and whole new sections, and they still read as one piece. Optimal Health Institute of Ohio’s site was built in 2016 and is still doing its job. Medrock Pharmacy’s own team runs its site, which was built so they could.
03
Judged by what happened after.
A launch is not a result. What counts is what changes afterward: patients find the practice, inquiries go up, and the relationship is still going years later. And one result nobody plans for: a professional website gets noticed by the people a practice wants to hire.
The services behind them
Different projects, built from the same services.
Each of the eight projects used a different mix of them.
Web Design
Florida Radiology Consultants’ 130+ page site was built to recruit radiologists, and more than 30 have joined since.
SEO and Content Strategy
Arsenault Aesthetics grew its non-branded Google clicks more than 50 times over.
Ongoing Support and Optimization
Arsenault Dermatology’s staff have sent more than 1,000 requests since 2020, and half get a reply within about an hour and a half.
Website Redesign
Florida Radiology Consultants, Medrock Pharmacy and Love and Beauty Maui each replaced a website the business had outgrown.
Local SEO
Venice Retina is first on the map at every point checked around its office, and Love and Beauty Maui is number one across South Maui.
Healthcare SEO
Six of the eight are medical practices, across dermatology, retina, radiology, aesthetics, and functional medicine.
Schema and Knowledge Graphs
Shane Retina has a knowledge graph behind every page, and Florida Radiology Consultants has one for its whole site.
AI Search Optimization
Arsenault Aesthetics planned for AI search in 2024, and AI assistants now send the practice visitors of their own.
WordPress Maintenance
Optimal Health Institute of Ohio’s site was built in 2016 and has been maintained ever since, with no rebuild.
Graphic Design
Medrock Pharmacy’s logo came first, and the website was built around it. Arsenault Dermatology runs billboards and print ads I designed.
Platforms & Tools
Shane Retina, Florida Radiology Consultants, Arsenault Aesthetics and Love and Beauty Maui all run on WordPress, Astra and Elementor, and Medrock Pharmacy has a WooCommerce store.
“To any physician or practice owner considering hiring Josh, I would say that his value far exceeds the cost of his services. He brings the expertise, initiative, integrity, and commitment of someone who genuinely cares about the success of your practice. He has helped us compete effectively against much larger organizations, and our seven-year partnership has been one of the best investments we have made in our business.”
Dr. Thomas Shane · Ophthalmologist & Founder, Shane Retina
Get in touch
Every one of these started with a conversation.
Tell me what your practice does best and who you want to reach.