Health · Dermatology
Craig Singer MD Dermatology
A data-driven redesign of one of Metro Detroit's leading dermatology practices — rebuilt content, optimized SEO, refreshed imagery, and a build that loads in a fraction of the time.
The challenge
Big reach, almost no clicks.
The old site looked dated, but the real problem ran deeper. It was getting huge visibility in Google — hundreds of thousands of impressions — yet almost nobody clicked. The cause: weak page titles, thin content, and no real search strategy. The traffic was leaking at the click stage.
- 545,000+
- search impressions
- 0.25%
- click-through rate
- Failed
- Core Web Vitals (old site)
- Thin
- content on key pages
Huge visibility, almost no clicks — the site couldn't convert its own reach.
The solution
We let the data drive the design.
We let the data drive the design. Search Console showed the practice’s biggest demand by far was people searching for “Dr. Craig Singer” by name — so we made him the trust point of the whole site: real photos, a strong About section, his name and credentials on every key page. Then we rewrote weak, unsearchable titles into phrases patients actually type.
| Weak title | Rewritten to rank |
|---|---|
| Aesthetics | Aesthetic Treatments in Metro Detroit |
| Sclerotherapy | Sclerotherapy for Spider Veins |
| Surgical Dermatology | Cyst, Mole & Lipoma Removal |
A word no one searches → a phrase that ranks and earns the click.
Screenshots
From dated to premium.
The full homepage, live — and every page rebuilt the same way. Drag any comparison to wipe the old design away.
See it in motion.
Mobile version
Built for the phone first.
Built mobile-first, because that's where patients search. The booking call-to-action stays within reach, Dr. Singer's credentials lead, and every service is a tap away.
Features
We didn’t just redesign — we rebuilt the content.
Rebuilt content, not just redesigned
The old pediatric page was a list of links to other people's videos. The new one is a full, original page with quick facts, conditions, FAQs, and local sections — repeated across every service page.
4 trust sections on every page
About Dr. Singer, patient reviews, quick facts, and location / areas served — so any page a patient lands on carries the practice's credibility.
5–12 custom sections per page
Depth added on merit, page by page, wherever the topic called for it — not a one-size template stretched thin.
5–7 pages added free
We built full content on 5–7 pages beyond the paid scope, at no charge, because the search data showed they mattered.
Improvements
Faster, deeper, built to convert.
We diagnosed the bottleneck early: the practice ran four large sites on one shared hosting plan, throttling all of them. We moved to cloud hosting and rebuilt lean — and speed jumped instantly. The old live site failed Core Web Vitals (LCP 3.7–3.9s); the new build scores 90 on mobile and 95 on desktop, with Best Practices at 100.
Old live site vs. the new build, both measured on mobile. (New build on the staging server.)
Results
Built to grow.
The site now turns its huge search visibility into clicks and booked patients — with a content roadmap of 20+ topics, each backed by the practice’s own Search Console data, ready for the next phase.
- 90 / 95
- mobile / desktop performance
- ~55–60
- pages rebuilt
- 71
- pages QA-tested
- 4.9★
- patient reviews featured
Want results like this for your site?
Tell us where your site is losing you clients. We'll show you what a redesign, rebuild, or SEO push would do.