Melanoma Specialists — 4x More Patient Enquiries
A specialist Auckland dermatology practice with advanced diagnostic capability — and a website that wasn't building the patient trust that high-stakes healthcare decisions require. We rebuilt it for clarity, access, and credibility.
Project Overview
Expert dermatologists focused on melanoma — with a website that wasn't communicating their expertise.
Auckland Melanoma Specialists is a New Zealand-based medical practice led by expert dermatologists focused on early detection and comprehensive care for melanoma and other skin cancers. The practice uses advanced diagnostic technology and offers specialist consultation across Auckland.
The existing website was outdated, difficult to navigate on mobile, and lacked clarity around key services. For patients researching a skin cancer diagnosis — often in a stressful and vulnerable situation — the website wasn't answering the questions they needed answered before making an appointment.
The Challenge
Patients researching skin cancer need trust signals that a cluttered website can't provide.
Someone who has found an unusual mole, received a GP referral, or is researching melanoma treatment options for a family member is making a high-stakes decision. They research specialists carefully — looking for qualifications, experience with specific conditions, diagnostic technology used, and whether the practice is accepting new patients.
The old site had no specialist profile pages, no clear information about the diagnostic process, and no accessible patient information. The contact option was a basic form. Mobile navigation was difficult for older users — a significant portion of dermatology patients. The site wasn't ranking for any local search terms related to melanoma or skin cancer specialists in Auckland.
What We Built
A calm, clinical website built for patient trust and accessibility.
We designed a clean, clinical aesthetic with high-contrast text, large readable typography, and a calm colour palette that communicates care and professionalism. Specialist profile pages were built for each dermatologist — qualifications, areas of expertise, and a personal statement that helps patients feel confident about who they'll be seeing.
Condition and treatment information pages were structured to answer the questions patients actually ask — what is melanoma, what happens at a first appointment, what diagnostic technology is used, what does treatment involve. A patient information hub contains downloadable forms, referral information, and FAQ content. MedicalOrganization schema markup was applied to improve search visibility for specialist skin cancer terms in Auckland.
The Results
4x patient enquiries — from a website patients actually trust.
The rebuilt site immediately improved conversion — patients arriving via Google search were finding clear, reassuring information and completing the appointment enquiry form at four times the previous rate. Organic search visibility increased sixfold as the specialist and condition pages began ranking for local dermatology and skin cancer searches. Patients now tell the practice the website made them feel confident before their first appointment.
"Kiwi Web Design made our website feel trustworthy and modern — patients now tell us it's easy to navigate and understand. We're very happy with the result."
Need a healthcare website patients will trust?
Free consultation — we'll review your current site and identify the highest-impact improvements for patient trust.