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Paz Dermatology

Medical, surgical and cosmetic dermatology in Fresno and Visalia, rebuilt as one calm, complete practice online.

Practice
Medical, surgical and cosmetic dermatology
Offices
Fresno and Visalia, California
Our work
Design, build, page copy and Urge Foundation
From the practice’s homepage film: a sunset flyover of the Paz Dermatology building.
From the practice’s homepage film

01The brief

A practice that does it all, from a child’s first skin check to Mohs surgery to cosmetic care. The new site had to make all of it feel like one practice.

Dr. Carlos Paz, a Harvard-trained dermatologist and fellowship-trained Mohs surgeon, leads a team of six providers across two offices. The old site scattered that story across dozens of thin pages.

We rebuilt it on Urge Foundation with every treatment and condition page written fresh, the two offices given their own front doors, and a Spanish-language page for the families the practice serves.

61 Treatment and condition pages
6 Provider profiles
2 Offices, each with its own page
AI Ready: built for Google and AI answers

02The homepage, end to end

Every section, in order.

  1. Arrival
  2. Everything your skin needs
  3. Medical dermatology
  4. Surgical dermatology
  5. What would you like help with?
  6. Cosmetic care
  7. Training you can trust
  8. Meet our providers
  9. What to expect
  10. The offices
  11. What patients say
  12. Medical-grade skin care
  13. Two offices, close to home
  14. What's on
  15. Footer

03Beyond the homepage

Every page, written fresh.

Treatment, condition, office and provider pages, each answering the questions patients ask before they book.

The Mohs surgery page: the title and a short plain-language description beside a photograph of the procedure.
Treatment · Mohs surgery

Each treatment page says plainly what happens and where, with the practice’s own photography and a clear way to request an appointment.

The Botox page on a phone, with its portrait.
Treatment
Dr. Carlos Paz’s profile on a phone.
Physician
The About page on a phone, with the team in front of the office.
About

On the phone, one tap from a request.

Every page keeps the appointment button in reach at phone width, where most patients find the practice.

04The system

Their brand, given room.

From the practice’s own brand guide: a deep teal, sage green and warm tan on ivory, with the Paz dove. Montserrat for titles and Raleway for reading, served from the practice’s own server.

The Paz Dermatology logo.
Teal#03738A
Sage#598381
Tan#CEB992
Charcoal#272932
Ivory#F8F5EE
MontserratTitles
RalewayReading

05Built on Urge Foundation™

Found by search. Read by AI.

pazderm.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 the AI systems that read them, updated automatically.
  • Answers worth quotingA short, direct answer at the top of key pages, ready for AI answers.
  • 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 welcomedTwenty by name, from OpenAI, Anthropic, Perplexity, Google, Apple, Amazon and Meta.
  • Assistants that help patientsIn the Chrome and Edge WebMCP trials, which run through March 30, 2027, assistants 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 works

06What we delivered

Everything the practice needed to launch and grow.

Design and build on Urge Foundation, page copy for every treatment and condition, the move from the old site with every important address redirected, and launch.

The Paz Dermatology homepage on a desktop screen with the phone version beside it.

Your practice

Every patient, one practice.

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.

Start a conversation
A sunset flyover of the Paz Dermatology building, from the practice’s homepage film.
Next projectCoastal Dermatology + Aesthetics
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