Pitchcraft Agency — We Fix Bad Websites.

DermPlus is a 30-year Evansville dermatology practice offering Botox, fillers, and advanced skin care. They sell appearance. Their entire value proposition is helping patients look and feel better. And every visitor who lands on their homepage above the fold sees exactly nothing — eight blank image placeholders loading a single transparent pixel where photos should be.

All 8 homepage hero image slots render as /wp-content/themes/beacon-easton/img/transparent.png — a blank pixel image from the theme defaults. Zero real photos above the fold on a medical aesthetics practice.

Every single banner slot on the DermPlus homepage is loading the theme's built-in placeholder — a 1×1 transparent PNG that renders as an empty white or gray block. Eight of them. The practice is active, the doctors are credentialed, the services are real — but the first thing any patient sees is a completely imageless homepage on a site that sells cosmetic skin treatments.

The Practice

DermPlus is led by Dr. Edwin Kasha MD FAAD and Alex Kasha Smith FNP-BC — a family-run dermatology practice that has been serving Evansville patients for over 30 years. They offer full-spectrum dermatology: medical skin care, aesthetics, Botox, fillers, and cosmetic procedures.

Evansville's medical aesthetics market is competitive. Patients researching Botox or fillers will look at three, four, five provider websites before calling anyone. On a site that sells appearance above everything else, the homepage images are the pitch — they're how patients decide whether to trust the practice before they read a word of copy. DermPlus has none.

What We Found

A WordPress site built on the stock “Beacon Easton” theme — published with the default placeholder images never replaced. Eight hero slots. All blank.

Eight Hero Slots Serving `transparent.png`

The homepage banner carousel has 8 image slots. Every one of them loads the Beacon Easton theme's built-in fallback: a transparent 1×1 pixel image at/wp-content/themes/beacon-easton/img/transparent.png. The result is a completely blank above-the-fold section — no imagery, no visual identity, nothing to hold a patient's attention.

This is not a broken image link. The images are intentionally loading a placeholder file — because the real photos were never uploaded when the site was built. The theme shipped with defaults and the practice went live without replacing them.

The Wrong Message for an Aesthetics Practice

A patient considering a $400 Botox treatment is making an appearance decision. They're evaluating the practice's aesthetic judgment before they ever call. A homepage with eight blank image slots signals exactly the wrong thing: that nobody at this practice is paying attention to how things look.

Patients searching for “dermatology Evansville” or “Botox Evansville” who land on DermPlus will compare it to competitors with professional before/after galleries, physician headshots, and actual clinical imagery. The blank homepage isn't neutral — it actively loses that comparison.

30 Years of Credibility — Not Visible Anywhere Above the Fold

Dr. Kasha has been practicing in Evansville for over 30 years and carries FAAD board certification. None of that shows up in the blank homepage. The entire visual section of the site is empty. Three decades of clinical experience and patient trust — invisible above the fold.

What We'd Build

A dermatology site that leads with the practice's credentials and real clinical imagery — built to convert patients who are actively comparing providers in Evansville.

Hero Section With Real Clinical Photography

A homepage hero that shows what the practice actually does — physician photos, treatment imagery, before/after results. The visual case for DermPlus that patients are looking for and the current site fails to deliver.

Services Pages for Every Offering

Individual pages for Botox, fillers, medical dermatology, and cosmetic treatments — with enough detail that patients can self-select before calling. The information that moves a visitor from “maybe” to an appointment request.

30+ Years and FAAD Credentials — Front and Center

Dr. Kasha's three decades of Evansville practice and board certification should be the first thing patients see — not buried behind eight blank image slots. These credentials are the competitive case for DermPlus in a crowded market.

Spec Redesign Deliverables

✓Homepage hero with real clinical and practice photography — no placeholders
✓Physician bio section: Dr. Edwin Kasha MD FAAD, 30+ years in Evansville
✓Services pages for aesthetics: Botox, fillers, cosmetic dermatology
✓Before/after section — the content that converts aesthetics patients
✓Appointment CTA prominent on every page — call or online request

The Opportunity

Evansville patients searching for a dermatologist or medical aesthetics provider will compare DermPlus against practices with polished, image-rich websites. Right now, DermPlus shows them nothing above the fold. Eight blank slots where the practice's best visual assets should live.

DermPlus has 30 years of credibility, board-certified physicians, and a full service menu that competes with any practice in the region. The website doesn't show any of it. The gap between the quality of the practice and the quality of the digital front door is costing them new patients every week.

We've built the spec redesign. DermPlus can see exactly what it looks like before committing to anything.

Want to see the spec redesign?

We built a full redesign for DermPlus — with real clinical imagery, a homepage that actually shows the practice, and a site that matches the quality of a 30-year board-certified dermatology practice. Book a 30-minute call to walk through it — no commitment, no pitch deck. Just the site.

Book a 30-Minute Call

DermPlus