High-Performance Website for First FDA-Cleared AI Device for Skin Cancer Detection
- WordPress
- OpenAI Chat Agents
- SEO/GEO/AEO
- API Integration
Industry
Medical Technology / Healthcare
Platform
WordPress (Custom ACF Build)
Region
United States
AI Discoverability
Grade A GTmetrix
About the Client
AI Skin Cancer Detection Company
DermaSensor is a healthcare technology company developing an FDA-cleared, AI-powered device designed to support physicians in evaluating suspicious skin lesions. Its technology combines advanced spectroscopy and AI to provide clinicians with objective information during patient visits.
With a growing range of solutions, resources, physician services and clinical information, DermaSensor needed a digital experience that could communicate complex technology clearly while making it easy for physicians and healthcare professionals to find information, request demos and engage with the brand.
Clients Challenges
The Challenge
DermaSensor needed more than a visual website refresh. The new platform had to bring together a sophisticated healthcare product, complex clinical information, lead generation and live data into one intuitive digital experience.
The project presented several key challenges:
- Creating a completely bespoke website experience that reflected the innovation and credibility of a medical technology company.
- Communicating complex technology and clinical information in a way that remained clear and accessible to different audiences.
- Connecting live business data to the website so key information could update automatically rather than relying on manual content changes.
- Building a physician finder that could help users locate healthcare providers with a DermaSensor device nearby.
- Creating a bespoke reimbursement calculator to help physicians understand potential reimbursement opportunities.
- Developing custom forms and integrating them with HubSpot to support DermaSensor’s lead-generation and marketing workflows.
- Improving the website’s underlying performance to deliver a significantly faster and more efficient experience across devices.
The challenge was ultimately to create a website that felt as advanced as the technology behind DermaSensor, while still being intuitive, conversion-focused and exceptionally performance.
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Project Goals
What We Set Out to Deliver
DermaSensor needed a website that could do more than present a product. It needed to make complex technology easy to understand and work as a lead-generation platform for physicians. The brief brought together several intersecting goals:
- Design a bespoke, credible experience that reflects the innovation of a medical technology company
- Make complex technology and clinical information clear and accessible to different audiences
- Connect live data through HubSpot so key figures update automatically
- Build custom tools, including a real-time physician finder and a reimbursement calculator
- Integrate custom forms with HubSpot to support lead generation and marketing workflows
- Deliver a significantly faster, more efficient experience across every device
Our Approach
Discovery & Research
- Mapped DermaSensor’s solutions, resources, physician services and clinical information into a single, navigable structure
- Defined the key audiences, from physicians to wider healthcare professionals, and the routes that lead them to a demo request
- Benchmarked the previous site’s performance (GTmetrix Grade D) as a baseline for the rebuildAssessed AI-search opportunity and defined responsible boundaries for AI functionality
- Audited the legacy site's performance and technical SEO gaps as a baseline
UX & Design
- Designed a bespoke, visually led experience that reflects the credibility of a medical technology company
- Translated complex spectroscopy, AI and clinical information into clear, accessible content and interactive experiences
- Created clear pathways from learning about the technology to requesting a demo
- Delivered a mobile-first, responsive experience across every device
Dev & Functionality
- Custom WordPress build, developed around DermaSensor’s workflows rather than an off-the-shelf template
- Live “Suspicious Lesions Scanned To Date” counter on the homepage, connected to DermaSensor’s data through HubSpot
- Real-time physician finder to locate healthcare providers with a DermaSensor device nearby
- Bespoke reimbursement calculator to help physicians understand potential reimbursement opportunities
- Custom forms integrated with HubSpot to support lead generation and marketing workflows
- SEO, GEO and AEO foundations to support discoverability in AI-driven search
- Performance-first build, taking GTmetrix from Grade D to Grade A and Lighthouse Performance from 26 to 94
Results
Performance was a major focus of the rebuild, and the results show a substantial improvement across both GTmetrix and Lighthouse testing. The previous site received a GTmetrix Grade D, with a Performance score of 55%, Structure score of 73%, Largest Contentful Paint of 1.2 seconds, and Total Blocking Time of 2.8 seconds. Following the rebuild, the website achieved a GTmetrix Grade A, with Performance improving to 92%, Structure to 87%, Largest Contentful Paint reduced to 896ms, Total Blocking Time reduced to just 211ms, and Cumulative Layout Shift at 0. Lighthouse testing also showed a significant improvement in overall performance.
The previous site scored 26/100 for Performance, compared with 94/100 following the rebuild. Accessibility increased from 87 to 97, while Best Practices improved from 50 to 96. The Lighthouse performance metrics also improved dramatically, with First Contentful Paint moving from 7.5 seconds to 0.8 seconds, and Largest Contentful Paint moving from 56.4 seconds to 1.0 second in the supplied test results. The result is a considerably faster, more efficient and more polished digital experience, providing a stronger foundation for DermaSensor’s continued growth.
Key Functionality
Suspicious Lesions Scanned To Date counter
One of the standout features of the new DermaSensor website is the live Suspicious Lesions Scanned To Date counter on the homepage. Rather than displaying a static figure, Madcraft connected the homepage graphic to DermaSensor’s live data through HubSpot. Every time the DermaSensor device is used and the underlying data changes, the figure can update automatically on the website. This turns a simple statistic into a living representation of the technology’s real-world use, giving visitors an immediate sense of the device’s growing impact while removing the need for manual updates.
Bespoke Digital Design
Every aspect of the website was designed specifically for DermaSensor. From the overall information architecture and page layouts through to interactive components, animations, content sections and conversion points, the experience was created around the brand rather than adapted from a pre-existing template.
The design balances the credibility expected of a healthcare technology company with a modern, approachable digital experience that makes complex information easier to understand.
HubSpot Integration & Custom Lead Capture
All key website forms were custom designed and developed around DermaSensor’s specific requirements, rather than relying on generic form templates.
The forms were integrated with HubSpot to ensure enquiries and lead information flow directly into the client’s existing marketing and sales ecosystem.
This creates a seamless connection between the website and the team’s internal workflows, while allowing the front-end experience to remain completely aligned with the DermaSensor brand.
Reimbursement Calculator
We integrated a bespoke reimbursement calculator to help physicians explore reimbursement information in a more interactive and accessible way.
Instead of requiring users to navigate complex information manually, the calculator provides a guided digital experience designed around the questions and requirements physicians have when exploring reimbursement.
Real-Time Physician Finder
The website also features an integrated Find a Physician experience, allowing users to discover healthcare providers with a DermaSensor device near them.
The real-time map provides a more useful alternative to a static directory, helping visitors move from learning about DermaSensor to finding a provider in their area.
Custom Content & Interactive Experiences
The website was built around a flexible content structure capable of supporting DermaSensor’s extensive range of clinical, educational and product content.
Custom components were developed to bring complex information to life through interactive layouts, visual storytelling, statistics, resources, videos, calls-to-action and structured content sections.
Responsive, Mobile-First Experience
The website was designed and developed to provide a consistent experience across desktop, tablet and mobile devices.
Every major component was considered across different screen sizes, ensuring that complex content, forms, maps, interactive elements and conversion points remain easy to use regardless of how visitors access the website.
Why Custom Development
DermaSensor’s requirements went far beyond what a standard website build could provide. The combination of bespoke design, live data, HubSpot integration, custom forms, a reimbursement calculator and a real-time physician finder required a digital platform designed around the organisation’s specific workflows.
Rather than forcing its requirements into pre-built functionality, Madcraft developed the experience around DermaSensor. The result is a more flexible, scalable and performance-focused website that can evolve alongside the business, connecting design, live data, HubSpot and custom functionality into a single platform.
A couple of notes: I fixed “exceptionally performance” to “performant” in your Challenge section. The template had no slot for the Before & After results or the live scan counter, so I left them out. I can format those as a separate section if you want them.
The Power of Custom Development
- Live data connected to HubSpot, so key figures update automatically
- Real-time physician finder to locate providers with a DermaSensor device nearbyn
- Bespoke reimbursement calculator for physicians
- Custom HubSpot forms built for lead generation and marketing workflows
