Auckland Melanoma Specialists Website Case Study
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The existing website was outdated, difficult to navigate on mobile, and lacked clarity around key services.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, and mobile navigation was difficult for older users. It also lacked dedicated, structured pages for the specialist conditions and services patients search for.
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 melanoma is, what happens at a first appointment, which diagnostic technology is used, and what treatment may involve. A patient information hub contains downloadable forms, referral information, and FAQ content. MedicalOrganization schema markup was added to clarify the practice entity and services.
The Results
A calmer, clearer route to specialist information and care.
The finished website brings specialist credentials, condition information, referral guidance, and appointment enquiries into one accessible experience. Patients and families can understand the practice and prepare for contact without working through dense or fragmented information.
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