Skin Health Forever: A Specialty You Can See Before You Read It
A family-owned dermatology practice in Tampa and Brandon, led by Dr. Thomas Taylor, an Air Force veteran with more than twenty-five years of experience and 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.
2022
Working together since
70,000+
Visits since launch
#1
For Black dermatologist in Tampa
12,000+
Visits from Google search, every full year since launch
The homepage. A line under the headline names the specialty. The photograph says it first.
Client
Skin Health Forever
Where
Tampa and Brandon, Florida
Specialty
Medical and cosmetic dermatology, with special expertise in skin of color
Working together since
2022
What I do
Website design and content, SEO built into the site, hosting, and ongoing updates
Found for
Skin of color dermatology searches first, and Tampa dermatology searches too
01
The Dermatology Practice
A family-owned Tampa dermatology practice, twenty-five years of experience, and a specialty few practices can claim.
Skin Health Forever is a family-owned, independent dermatology practice with offices in South Tampa and Brandon, Florida, led by Dr. Thomas M. Taylor, a board-certified dermatologist with more than twenty-five years of experience. Dr. Taylor is a U.S. Air Force veteran and the former Chief of Dermatology at MacDill Air Force Base. He puts the practice’s standard in his own words: “I want our patients to feel part of the family. From the moment you step through the door, you’re welcome, you’re heard, and you’re understood.”
The practice covers the full range of medical dermatology, from skin cancer screening and Mohs surgery to acne, psoriasis, hair loss, and pediatric care, along with cosmetic treatments. What sets it apart is its expertise in treating skin of color. Its dermatologists are experts in Black skin care, and they know that many conditions present differently on darker skin and many treatments call for a different approach.
The website had to give every patient the welcome Dr. Taylor describes, before they ever walk in.
The skin of color page, built for the patients who search for this care.
02
Discovery and the Specialty
A practice ready for a site that showed who it was, and a specialty patients were searching for.
The practice needed a site that showed who it was. Denise Didley-Taylor, the practice’s Director of Practice Operations, reached out in 2022. They wanted a clear front door: who the practice is, what it treats, where the two offices are, and how to book.
Every project starts with discovery. Before anything is designed, I learn the business: who its patients are, how they find a practice, what the practice wants to be known for, and where it wants to grow. That deep understanding of the practice is what shaped the solution, from the photography to the structure of the site.
The specialty was the opportunity. Most dermatology websites are written for a general patient. Someone searching for a dermatologist who understands skin of color often finds pages that never mention it. Skin Health Forever has that expertise, so the site needed to make sure those patients could find it.
The challenge was doing both at once. A site built only around the specialty would speak to one kind of patient. The goal was to reach the patients looking for skin of color expertise while welcoming every patient and bringing in more of Tampa and Brandon in general. Ranking first in Tampa for Black dermatologist searches was a major goal of the site.
03
The Design, Search, and Technical Work
Website design that carries the specialty in its imagery, SEO built into the site, and the technical care underneath.
The imagery carries the specialty. The photography on this site is the most diverse of any site I have built, on the first screen and throughout. It spans the skin of color spectrum, with Black, Hispanic, Asian, and Indian patients, men and women, young and old, so patients of color see people who look like them before they read a word. The homepage welcomes everyone in a section of its own: All Are Welcome. In the copy, the specialty gets a line under the homepage headline and a page of its own, and the rest of the site is written for every patient.
The services page. The photograph carries the specialty; the headline is for everyone.
Even the footer carries it, building personality into a part of a site that normally has very little.
The footer. Personality in a part of a site that normally has very little. She stays fixed while the page scrolls over her.
One page is built for patients searching for skin of color care. The skin of color page speaks to those patients in the words they search with, like Black dermatologist and Black skin care. Underneath, the page is built for those same searches. The title Google shows in its results, the description under it, the headings, and even the file names of the photos all match what those patients type. The practice’s details, like its address and hours, are written into the code in a form that search engines and AI tools read directly. For those searches in Tampa, the practice comes up first in the organic results, in the map results, and in the AI Overview.
The basics, done right. Clear menus for services, conditions, and locations, on desktop, tablet, and phone. Both offices with their own location pages, each with a map, the office, what it treats, and a path to book. The practice’s patient forms online, from the new patient form to consent to treat a minor and medical records release, each one sending straight to the office. A patient resources section with the patient portal, wound care instructions, and prescription refills. Online booking a step away from every page. Insurance and financing pages, because patients ask.
Then the practice grew its aesthetics side. In 2026 the practice asked for its cosmetic services to have a bigger place on the site. Four days later it had new Microneedling, Facials, and Chemical Peels pages, an updated Botox page, an aesthetics section on the homepage with links in the menu, and FAQs built from the questions patients ask Google. A full treatment menu followed as a web page of its own.
The South Tampa location page: the map, the office, what it treats, and a path to book.
Underneath, the practical work that keeps a practice online. Hosting, DNS, and the email plumbing that makes sure a patient’s message reaches the office. The site’s forms send through the practice’s own email system, so they land in the office inbox. It is not glamorous, and it is part of the job.
04
Results
Number one in Tampa for the searches that name the specialty, and found for the general ones too.
17,000+
New visitors who landed first on the skin of color page
240+
Different searches naming the specialty that find the site
4,500+
Visits from Google search to the skin of color page, 2025
The practice is number one in Tampa for the searches that name its specialty. Search “black dermatologist tampa” and Skin Health Forever is the first organic result, the first map result, and the practice Google’s AI Overview names. From June 2025 to September 2026, “black dermatologist near me” sent nearly 800 clicks to the site. The skin of color page alone brought in 3,883 clicks from Google in that window. Since launch, more than 17,000 new visitors have found the practice by landing on that page first.
The traffic holds up year after year. The site has drawn more than 12,000 visits from Google search in every full year since it launched, and about two of every three visits to the site start with a search.
Visitors act on what they find. After the homepage and the skin of color page, the most-viewed page on the site is the one patients use to book an appointment.
The specialty reaches beyond Tampa. The site is found for more than 240 different searches that name the specialty, from Brandon, St. Petersburg, and Wesley Chapel to Orlando, Jacksonville, Tallahassee, and Pensacola, and as far away as Mobile, Alabama and Memphis, Tennessee. Of the search terms Google reports, nearly half name the specialty, and most of the rest are the practice’s own name.
The general searches are there too. The site is also found for the everyday searches a Tampa patient makes, like “dermatologist tampa,” “dermatologist south tampa,” and “dermatologist brandon fl.”
Google results for “dermatologist for black skin tampa,” September 2026: the AI Overview, the map result, and the first organic result all point to the practice.
“Even though it has been a few years, what stands out most is that the website Josh created for us has held up remarkably well over time.
What immediately stood out to us was the use of vibrant colors and the consistency of our branding throughout the site. More importantly, he did an excellent job capturing the vision of who we are, what we do, and what we specialize in at Skin Health Forever. The site clearly communicates our services and makes it easy for patients to understand who we are and how we can help them.
One of the biggest compliments I can give Josh’s work is its longevity. The foundational design and templates he created have continued to be effective and efficient year after year. Even years later, the site still feels current, relevant, user-friendly, and representative of our brand. That says a lot about the thought and strategy that went into the original design.
Working with Josh was also extremely easy. From our initial discovery conversations, he seemed to understand very quickly what we were trying to accomplish. His creativity, knowledge, and technical skill allowed him to take our ideas and translate them into something we were proud of without requiring endless meetings, rounds of proofs, or revisions. The process for providing images, content, and information was organized and straightforward, and he delivered within the timeframe he projected.
For another practice owner considering working with Josh, I would absolutely recommend him. He is personable, knowledgeable, highly skilled, creative, and genuinely seems to enjoy what he does. That comes through not only in the finished product but also in the relationship he builds with his clients.
What has been equally valuable is that the relationship did not end when the website launched. Over the years, whenever we have needed additions, adjustments, updates, or follow-up assistance, Josh has continued to be pleasant, responsive, and timely. We have appreciated having someone we can reach back out to who already understands our business and our brand.
We have been very pleased with the website Josh created for Skin Health Forever and would confidently recommend him to another practice or business looking for a web designer who can understand their vision and turn it into a website that remains effective for years to come.”
Denise Didley · Director of Practice Operations, Skin Health Forever
05
The Practice Today
Hosting, updates, and new pages as the practice adds services.
The relationship is ongoing. I host the site, keep it updated, and build what the practice needs next. Requests come to me by email, and across 81 of them since 2022, half got a reply within about three and a half hours, and most within a day.
One result I did not plan for: when Fred Ullrich joined the practice as Director of Operations in 2025, he told me the quality of the website was part of what drew him to work there in the first place. A professional website has ripple effects beyond just patients.
Skin of color is one of the dermatology specialties I have learned to build for. Read about my dermatology work.
Services on this project
Website redesign
A clear front door for a growing practice.
Healthcare SEO
Built into the site: number one in Tampa for the searches that name the specialty.
WordPress maintenance
Hosting, DNS, and updates underneath it all.
Next case study
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.
Get in touch
If your practice has a specialty its website does not show, 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.