Arsenault Dermatology: Growing Together Since 2020
Website design, SEO, local search, and print for one of the best-regarded independent dermatology groups on Florida’s Gulf Coast, with more than twelve thousand patient reviews averaging 4.9 stars. The practice had three offices when we started working together in 2020. It has seven today, and I’ve been its go-to for all things web the whole way.
2020
Working together since
3 to 7
Offices
1,000+
Requests handled
2x
“Near me” searches
The header on the Arsenault Dermatology homepage is a video that plays on a loop.
Client
Arsenault Dermatology
Where
Lakewood Ranch, Florida
Specialty
Medical, surgical, and pediatric dermatology
Working together since
2020
What I do
Website design and updates, SEO and local search, Google Business Profile, print design
Growth
Three offices in 2020, seven today
01
The Dermatology Practice
One of the best-regarded independent dermatology groups on Florida’s Gulf Coast, run to a very high standard you can see in everything with its name on it.
Arsenault Dermatology is a medical, surgical, and pediatric dermatology practice serving Bradenton, Lakewood Ranch, Sarasota, and Venice, Florida. Founded by Drs. Emily and Michael Arsenault, the practice has been caring for patients on the Gulf Coast for more than twenty years and has grown into one of the best-regarded independent dermatology groups in the region. I’ve been working with them since 2020.
The medical side covers the full range of skin conditions, from acne, eczema, psoriasis, and rosacea to skin cancer screening, mole removal, and Mohs surgery, with a dedicated Mohs surgery suite in Lakewood Ranch. Children have their own pediatric dermatology program. Cosmetic treatments run through Arsenault Aesthetics, the practice’s sister med spa, so every patient lands in the right place. Five dermatologists and a large team of physician assistants see patients across seven offices and the Mohs suite, and the practice has earned more than twelve thousand patient reviews, averaging 4.9 stars. It was the Herald-Tribune Readers’ Choice for Favorite Dermatologist every year from 2008 to 2022, it has won Bradenton’s Best several times, and its doctors have been named SRQ Magazine Top Doctors.
What stands out to me is how well the practice is run. It is independent and physician-owned in a market where many practices have sold to larger groups, and it has kept growing on the strength of its reputation. Everything with the Arsenault name on it is considered, and it all matches, from the offices to the ads to the website. The marketing reflects the high standard of care the practice gives its patients, and that is the standard my work is held to. For many patients the website is the first visit, so it should feel like the care they are about to receive. The Arsenault name is well known across Bradenton, Lakewood Ranch, Sarasota and Venice. My job is to make sure the patients who haven’t heard it yet find the practice, and that everyone who visits the site has every reason to choose it.
Seven dermatology locations across Bradenton, Lakewood Ranch, and Venice, from the Locations page.
02
How the Relationship Began
It started with a code cleanup in 2020 and grew from there.
The relationship started in 2020 with a small job. The practice’s website needed its code cleaned up and its load times fixed. I cleaned up what could be cleaned up, and within the year we moved the whole site onto a new theme, which got it away from the header and footer issues, with the pages and the content intact. One thing led to the next, and I’ve been their go-to for all things web ever since.
Requests get answered fast. Their staff send me requests by email: a new provider’s bio, a changed scheduling link, an ad due at the printer. Across 458 of those requests from 2021 to 2026, half got a reply within about an hour and a half, and nearly all within a day. That speed comes from how the work is set up. There is no account manager passing the request along and no ticket queue. The person who reads the email is the person who makes the change.
The site has never been torn down and started over. It has grown in place. The homepage has been redesigned several times, whole sections have been added, and the pages have kept pace as the practice opened new offices and added providers. A dermatology practice with a strong reputation does not need its website torn down every few years. It needs someone who knows the site, keeps it healthy, and builds the next piece when the practice is ready for it.
The goal, throughout, has been simple: keep the website as good as the practice, and make sure patients in every one of their communities can find the right office and book.
03
The Ongoing Work
Dermatology website design, SEO, local search, and print since 2020, built one piece at a time as the practice grew.
The homepage has been redesigned several times and updated many more. It is the page most patients see first, so it gets the most attention. The site I inherited in 2020 opened on a slider. The first redesign, in December 2020, gave it a real front door: one photograph, one line, and a clear path to book. Another, in 2023, moved the whole site onto a new template with a Florida beach feel, and that is the homepage patients see today. Every version has had a reason: a new office to announce, a service to bring forward, a change in how patients book. I expect to keep redesigning it as the practice changes, which is what a homepage for a growing practice should do.
The homepage over the years: the slider I inherited in 2020, the first redesign from December 2020, and the 2023 template patients see today. Click any one to see it larger.
Booking comes first. From the start, the owners’ top goal for the website has been getting patients booked, and it has been mine too. I built a booking page with a map of every office, a “first available appointment” option for patients who want the soonest opening, a booking page for each provider, and short appointment pages for different kinds of visits. The practice has changed booking platforms more than once, and each time I updated the scheduling links across the site, usually the same day staff asked.
The Mohs surgery section is a site within the site. Skin cancer treatment is a large part of what the practice does, and Mohs patients arrive with specific questions and real worry. I built a dedicated Mohs area covering the procedure, the surgeons, and what to expect, so a patient who has just been told they need Mohs surgery can read, understand, and book without calling three times. I also designed the welcome emails new Mohs patients get from their surgeon, so they know what to expect before the day of surgery.
Conveying the values of the practice mattered most in the Mohs surgery content, where patients arrive worried and need to understand what comes next.
Seven locations means seven front doors. Each office needs its own page: address, hours, providers, directions, and a path to book, written and structured so that a patient searching in Venice finds Venice and a patient in West Bradenton finds West Bradenton. I have built and expanded the location pages as the footprint grew from three offices to seven, and I have kept them consistent with each other so the site still reads as one practice.
One of the seven location pages: address, hours, providers, directions, and a path to book.
Many new pages, as the practice needed them. Since 2020 the site has gained pages for new services, new providers, new offices, and the practical things patients look for, like the patient portal. Each one was built to fit the site as it was, so nothing on it looks bolted on.
Over time I have worked through and updated the most important pages on the site. The melanoma and skin cancer page is one of them.
SEO and local search. I have been active in their SEO program for years: the on-page and technical work that decides which pages Google shows for which searches, including a concentrated round of it in November and December 2024 that shows up plainly in the numbers. Local search grew with the practice: a Google Business Profile for every location, and the local SEO work that decides who shows up on the map when someone nearby searches for a dermatologist.
Clicks from Google for all searches, January and February 2025 next to the same months of 2024, the first two months after the SEO work of November and December 2024. Up 33 percent. The practice’s traffic swings with the snowbird season, so every number on this page compares the same months a year apart.
Print, too. Most of their print design comes through me as well: newspaper and magazine ads, program books, seasonal promotions, and the pieces that need to match the website so the practice looks the same on the page as it does on the screen. I had never designed a print ad before I started working with Arsenault Dermatology. Since then I have designed newspaper, magazine, and billboard ads, rack cards for the providers, lobby and TV display slides, office signage, school and community sponsorship banners, and seasonal promotions, and I now consider print a specialty of mine.
Print for the practice, 2021 to 2026: program books, magazines, and the ad that announced the Venice office, all built to match the website. Read by year, they tell the same story the website does: five offices and two thousand reviews in 2021, seven offices and twelve thousand in 2026. Click any ad to enlarge it.
All of it, one piece at a time. Add it up and the list is long. Several homepage redesigns and more updates than I could count. Booking pages for every office and provider, and scheduling links kept current through each change of booking platform. The move to a new theme in the first year. A Mohs surgery section and welcome emails for new Mohs patients. A location page for every office as the practice grew from three to seven, and the Venice office announced on the site and in print. Provider pages as the team grew to five dermatologists and a large team of physician assistants. Service pages for new treatments, the pediatric dermatology program, a patient portal page, updates to the insurance and billing pages and the blog, and the melanoma and skin cancer page and the other pages patients read most reworked one at a time. SEO, including a concentrated push in late 2024 that shows in the numbers, and the local search work that goes with seven Google Business Profiles. Seasonal promotions and announcements as the practice ran them, and closure notices when hurricanes hit. And the print: program books, magazine and newspaper ads, billboards, provider rack cards, lobby slides, signage and sponsorship banners.
I’m grateful for this partnership, and for work that has pushed my boundaries and made me better at everything I do.
04
Results
A relationship still active today, a front-row seat to the practice’s growth, and search gains that held more than a year later.
+57%
Online bookings, 2025 vs. 2024
1.5 hrs
Typical reply to a staff request, 2021 to 2026
+106%
“Near me” searches, Jul to Sep 2025 vs. 2024
+70%
Dermatologist searches
The relationship is the result I put the most weight on. It started with a small job in 2020, and it is still active today. Over those years the practice’s staff have sent me more than a thousand requests, and they keep sending the next one.
I had a front-row seat to the practice’s growth. I don’t take credit for it. The practice grew from three offices to seven because of the care it gives and how well it is run. But I was there for all of it, helping in every way I could, and I saw up close what growth asks of a practice’s web presence. New offices needed location pages, Google Business Profiles and scheduling links. New providers needed bios, headshots and a way to book. New services needed pages, and big moments needed announcing. When the Venice office opened, I had its location page, a homepage section and its booking entries up within a day of getting the address, and I designed the opening signs and the announcement ads.
That is what I bring to the next practice that is planning to grow. I know what is coming, because I have been through it alongside one.
The SEO work is measurable. In November and December 2024 I did a concentrated round of on-page and technical SEO across the site and optimized the Google Business Profile for every office. The practice is seasonal, busiest when the snowbirds are back, so the fair test is the same months a year apart. From July to September 2025, “near me” searches were up 106 percent on the same months of 2024, and searches for a dermatologist were up 70 percent. Those are the searches that bring in a patient who has never heard of the practice. And patients booked: appointments booked online rose 57 percent in 2025 over 2024.
And the growth kept going. Non-branded clicks, from searches that never mention the practice by name, were up on the year before in every quarter, and up 38 percent in March and April 2026 against the same two months of 2025. Every month since the work has stayed above the level before it. Not a spike. A new level.
“Near me” and dermatologist searches, July to September 2025 next to the same months of 2024. The practice is seasonal, so the comparison is the same months a year apart.
Non-branded clicks from Google, each quarter against the same quarter a year earlier, April 2024 to March 2026. Up in every quarter.
The practice’s reputation grew alongside it. Two thousand patient reviews across five offices when I designed their program ads in 2021, and twelve thousand on the ad I designed in 2026. The website’s job is to make sure the patients reading them find the right office and book.
“It’s my true pleasure to share a few kind words for Josh Miller. He stepped in and helped resurrect a dying website that was rife with programming errors and contradictions trapped in the header and footer. Our load speeds were abysmal and I was honestly not sure whether the site could be saved. But saved it was!
Josh did a bang-up job working with us, correcting errors that could be corrected and providing terrific insight into what needed to be done. We ultimately moved the entire site to a new shell, getting away from the header and footer issues. Everything was seamless.
And, in addition to this technical expertise, Josh is a fantastic graphic designer as well. He recreated our homepage to something much more modern and appreciated. Thank you Josh for your terrific work. Looking forward to many more happy years working together.”
Michael Arsenault, MD, MBA · CEO, Arsenault Dermatology
05
The Practice Today
They send it, I take care of it.
I am still the person Arsenault Dermatology calls for anything to do with the website. New pages, updates, fixes, campaigns, and the print pieces. They send it, I take care of it. Some months that is a lot of work and some months it is a little, which is how a long relationship with a practice this size tends to go. Their patients keep finding them, the practice keeps growing, and the website keeps up.
The cosmetic side of the practice has its own story: a med spa launched from zero in one of Florida’s most saturated markets, found on content alone, and renamed along the way. Read the Arsenault Aesthetics case study.
Services on this project
Website redesign
Several homepage redesigns as the practice grew.
Healthcare SEO
The on-page and technical work behind the 2024 gains.
Local SEO
A Google Business Profile for every office.
Ongoing support
The go-to for all things web since 2020.
Next case study
A new med spa led by Melissa Beachy, PA-C, with its website and search presence built from zero and carried through a rename.
Get in touch
If your practice is growing and your website is not keeping up, I can help.
Tell me what your practice does best and who you want to reach, and we’ll both get a sense of whether we’re the right match.