Coastal Dermatology + Aesthetics
Medical dermatology and aesthetic care, under one name on California’s Central Coast. The new site had to carry both with the same calm authority.
- Practice
- Dermatology and aesthetics
- Offices
- San Luis Obispo and Santa Maria, California
- Our work
- Design, build, page copy, launch
01The brief
A patient worried about a changing mole and a patient planning filler arrive at the same front door. Both need to know, within seconds, that they are in expert hands.
Coastal practices full medical dermatology alongside a full aesthetics menu, for children, adults and the families who bring them. Eight providers work across two offices, one in San Luis Obispo and one in Santa Maria.
This was a redesign: a new visual direction, rebuilt on our Foundation platform, with every treatment and condition page written fresh after studying the pages it would compete with in search.
02The homepage, end to end
Every section, in order.
- Arrival
- Two offices, one team
- Dermatology for every age
- The aesthetics practice
- Injectables and fillers
- Laser and light
- Skin rejuvenation
- Body contouring
- Family care
- The providers
- Patient stories
- Request an appointment
- Newsletter and offices
03Beyond the homepage
Sixty-six pages, one voice.
Each treatment page opens on a portrait and says plainly what the visit is like, then answers the questions patients ask before they book. Pages carry a physician’s review line.
On the phone, nothing is an afterthought.
Every template was checked at phone width before launch, from the treatment pages to the appointment form, where a patient chooses an office with a single tap.
Condition pages lead with the patient’s question, not the clinic’s vocabulary, and link straight to the treatments that help.
Two offices, two front doors.
San Luis Obispo and Santa Maria each have their own page, hours, directions and map, with online booking by office where the practice offers it.
04The system
Their brand, given room.
We built the site’s design system from the practice’s own brand guide: the sun mark, a coastal teal, harbor gray, sand and sage. Type is set in Jost, served from the practice’s own server, so a visit never calls out to a third-party font service.
05Built on Urge Foundation™
Found by search. Read by AI.
coastaldermaesthetics.com runs on Urge Foundation, the website platform we built for medical and aesthetic practices. Search, AI answers, privacy and accessibility are built in, not bolted on with plugins.
Search
- SEO built in, no pluginsTitles, descriptions, share previews and a sitemap, on every page.
- Structured data everywhereThe practice, its physicians, treatments and reviews, in the language search engines read.
- Medical review, on recordWho reviewed each treatment page and when, with cited sources.
- New pages announced fastChanges reach Bing and other engines through IndexNow as they publish.
AI answers (GEO)
- A summary written for AIllms.txt and services.md describe the practice for ChatGPT, Claude and Gemini, updated automatically.
- Answers worth quotingA short, direct answer at the top of key pages, ready for AI and voice.
- Clean text for AI agentsA plain-text copy of each page, without the design in the way.
- Linked to the knowledge graphPages name what they cover, so AI connects the practice to its specialties.
Built for AI assistants
- AI crawlers welcomedSixteen by name, including ChatGPT, Claude, Perplexity and Google’s AI.
- Assistants that help patientsIn the WebMCP browser trial (until mid-November 2026), assistants in Chrome and Edge can find an office and fill in the form. The patient always presses Send.
- An AI Activity reportWhich AI crawlers read which pages, and when an assistant helped. No personal data.
Privacy and access
- Nothing tracks before consentAnalytics wait for consent, and browser privacy signals are honored automatically.
- Private formsNever in URLs or analytics. Privacy-first and built with HIPAA in mind.
- Accessibility in mindFollowing WCAG: a skip link, keyboard focus, clear landmarks and reduced motion.
Built for how patients search now.
Being named in AI answers is never guaranteed by anyone honest. What we can promise is a site that search engines and AI can read completely and correctly, from the first day.
How Urge Foundation works06Under the surface
The details patients never see.
Menus that keep themselves current
The Concerns and Treatments menus are built from the pages themselves. When the practice publishes a new treatment, it appears in the menu the same day, with nothing to edit.
Medicine and aesthetics, connected
Treatment pages link to the conditions they treat, and condition pages back to their treatments, so a patient reading about rosacea finds the laser that helps it.
Accessible by default
Designed to WCAG 2.1 AA. At launch, automated testing found no accessibility violations across fourteen key pages.
A move without losses
The old site’s important addresses redirect in a single hop, so bookmarks, inbound links and search history carried over on launch day.
Your practice
Held to the same standard as your work.
We design and build websites for aesthetic and medical practices, and nothing else. If yours deserves this level of care, we would like to hear about it.
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