Proposal · 6 October 2026We clean up dermorlando.com now. Your team gives us access and reads one batch of drafts.
You wrote that a redesign waits until early next year. Six leases are in negotiation and two offices have to move before the end of this year. You also said a cleanup could go ahead now if it takes little of your team's time. This is that cleanup: 15 hours of our work on the site you have, spent on the fixes from the audit that need the least from the practice.
What your team does
- Site access. An admin login to the website for us. If a login is not possible, an introduction to your marketing person or to AppSoft, and we hand them each change written out.
- Business Profile access. Add ash@nickgray.net as a manager on the 13 Google Business Profiles.
- One read-through. The new text for the office pages and the Orlando page arrives together, as one batch. Someone at the practice reads it and marks anything that is wrong. Nothing goes live before that.
Everything else on this page is our work.
Four questions for your marketing person, ready to forward
1. Do we have our own login to dermorlando.com, or does every change go through AppSoft? 2. If we have a login, can it change page titles, page text and where a button leads, and can it add a new page? 3. Who is the owner of our 13 Google Business Profiles, and can they add ash@nickgray.net as a manager? 4. Who can log in to our Google Analytics account?
The 15 hours, fix by fix
The order follows the audit. The hours beside each item are our estimate for that item.
1. The 13 Google Business Profiles
A patient who taps your listing on the map lands on the page for that office, and the listing itself has a Book button.
- The website button on each of the 13 listings changed from the homepage to that office's own page
- A tag added to each of those links, so visits from the map can be counted office by office
- An appointment link added to each listing that opens that office's scheduler. The 13 links are already written out in the audit
- The main category set to "Dermatologist" on Celebration, Davenport and Dr. Phillips, which are filed as "Skin care clinic" today
- One naming pattern used across all 13
- Every link opened on a phone after saving, to confirm it shows the right office
From you. The manager access.
2. The booking buttons
"Book Online Now" leads to a scheduler from every page. Today it opens a list of 13 addresses.
- The yellow "Book Online Now" tab and the "Schedule Your Appointment Now" button changed on the homepage, the 123 blog posts and the treatment pages
- Both now open a short list of the 13 offices by name, and tapping an office opens that office's scheduler
- All 13 scheduler links tested on a phone
From you. Nothing.
3. The 13 office pages
Each office page uses the word patients type, has its Book button at the top, and reads differently from the other twelve.
- All 13 titles changed to the pattern "Dermatologist in Kissimmee, FL | Associates in Dermatology". None of them says "dermatologist" today
- The two lines Google shows under each title written for each office
- Each page's text rewritten in the Kissimmee layout from the audit, using what is already public: the address, the treatments on your site with a link to each, the offices nearby, and answers to the questions patients search
- We work in this order: Kissimmee, Clermont, Apopka, Celebration, Poinciana, then the other eight
- The practice facts sheet set up and filled with what is public (addresses, scheduler links, listing links, and the hours shown on each Business Profile), ready for your team to correct later
Clinician names, credentials and insurance by office stay off these pages for now. Those come from the practice, and the layout has a place for each when you are ready.
From you. The one read-through.
4. A page for Orlando
People who search "dermatologist Orlando" get a page written for them. Google showed them your list of 13 offices 601 times in five days, and 2 people opened it.
- The Orlando page from the audit built on your site, with the two Orlando offices first, each with its own Book button, then the 11 offices around them
- The page linked from the homepage and from the office list
From you. Part of the same read-through.
5. The site cleanup
The site stops contradicting itself on how many offices you have, and Google reads the homepage and blog at one address each.
- The old insecure homepage address set to forward for good. Google credited it with 331 of 365 homepage visits in five days
- The blog's front page corrected, so it no longer tells Google it is the homepage
- The contact page made visible to Google
- "17 Orlando Locations" and the mentions of Sanford, Lake Wales, Lake Worth and Sumterville corrected to the 13 offices you have
- The 12 pages that share the title "Associates in Dermatology | Orlando" given their own titles
- The "?" marks that replaced apostrophes on about 30 pages fixed
The first two sit on the server. If the login does not reach them, they go to AppSoft written out in their own terms.
From you. Nothing.
6. The count, before and after
Numbers of your own to weigh the new site with next year.
- The starting figures put on record the day the work begins. In the audit, searches that named a town sent 86 visits to the homepage and 32 to the office pages in five days
- The same counts read from Google's records six weeks and eight weeks after the changes go live
- Both sent to you on one page, with what changed and what did not
From you. Nothing. We already have the access you set up in September.
If the login does not reach something
Your site runs on AppSoft's own system and we have not seen inside it. The first thing we do is log in and check which of these changes it lets us make.
Anything it does not allow goes to AppSoft or your marketing person as a written request, ready to paste, and we check each one on the live site when it is done. The hours that frees move to the next fix on the audit's list. You hear from us before any hours move.
The two offices that are moving
Send us the new address and the moving date for each. We change that office's Business Profile, its page and the facts sheet, so all three match on the day. If a move falls while this work is under way, it comes out of the same 15 hours.
What these 15 hours leave for later
Each of these needs time from a clinician or a decision from the practice, so none of them is in this proposal.
- A page for each clinician, and a "Medically reviewed by" line on blog posts
- Hours, clinicians and insurance on the office pages, once the facts sheet is corrected
- Replies to reviews, and sending review requests to Google
- The cosmetic treatment pages
- Descriptions for the 68 blog posts and the 413 images that have none
- The new site
The new site, early next year
There is nothing to decide now. The office page text, the Orlando page, the facts sheet and the Business Profile links all carry over to a new site, so none of this work is done twice. The eight-week count shows what the cleanup did on its own, before you weigh the larger project.
How the hours work
- The rate is $75 an hour. This proposal is 15 hours, which is $1,125.
- The hours beside each item are estimates. If an item is running past its estimate, we tell you before the extra time is spent, and you choose whether to continue or move on.
- You get a log of the hours. Each entry says what was done, on which page, and how long it took.
- We write from what your site and your listings already say. We do not write a clinician's credentials or a medical claim.
To start
Reply yes to the email this came with. Then send the site login or the introduction, and add ash@nickgray.net to the Business Profiles. We begin with the Business Profiles, which need no change to the website.
What we promise is the work, done and checked on the live site. Where a page lands in Google depends on Google and on the practices competing for the same search, so we do not promise a place.