Case Study
Nashville Dermatology & Skin Cancer Clinic
Nashville, TN
Homepage and Services page images carry alt text reading “Kentucky Dermatology” and “Alabama Dermatology” — wrong state, wrong practice. Plus the /contact page hard 404s. Your site is advertising your competitors and your contact page is broken.
Dr. Barbara T. Keyes has been practicing dermatology in Nashville since 1996 — nearly 30 years of serving Tennessee patients. Her practice website labels its own photos as belonging to practices in Kentucky and Alabama. A Nashville dermatologist's homepage is optimized, in the eyes of every search engine and screen reader, to help patients find clinics in other states.
Images on the homepage and Services page carry alt text reading “Kentucky Dermatology” and “Alabama Dermatology” — stock photo filler text left in by the Thryv website builder and never replaced. Additionally, the /contact page returns a hard 404 — “The page you are looking for can not be found.”
This is a double failure: the site actively mislabels itself as a competitor's practice, and the only way for patients to reach Dr. Keyes online is a contact page that doesn't exist. Both problems are live right now. Both are verifiable in under 10 seconds.
The Practice
Nashville Dermatology & Skin Cancer Clinic is a solo practice founded in 1975, led by Dr. Barbara T. Keyes. Located at 2222 State St in Nashville, TN, the clinic serves patients Monday through Thursday and has been a fixture in the Nashville medical community for decades.
Nashville's dermatology market is substantial — a major metro with patients comparison-shopping providers online before ever calling a clinic. When a patient searching for “dermatologist Nashville TN” finds a site whose images describe themselves as “Kentucky Dermatology” and whose contact page is a 404, the practice loses that patient immediately.
What We Found
A Thryv-built site with stock photo filler alt text still intact and a broken contact page — two compounding problems for a 30-year Nashville practice.
“Kentucky Dermatology” and “Alabama Dermatology” Alt Text
The Thryv website builder inserts stock images with default alt text values when a site is set up. Those alt text fields were never updated. The result: two images on the homepage and Services page are labeled — in the HTML that search engines read — as belonging to competing dermatology practices in other states.
Alt text is what Google and screen readers use to understand what an image shows. When Nashville Dermatology & Skin Cancer Clinic's site tells search engines that its photos depict “Kentucky Dermatology,” it is actively working against its own local SEO and signaling to accessibility tools that the clinic is something it is not.
/contact Returns a Hard 404
The contact page at the clinic's website returns a hard 404: “The page you are looking for can not be found.” There is no fallback contact information on the 404 page — no phone number, no address. A patient trying to reach the practice online hits a dead end.
The clinic's phone is listed elsewhere on the site (615-327-2075), but the page explicitly designated for patient contact is broken. Any patient who clicks “Contact” in the navigation — the most motivated, conversion-ready visitor on the site — gets a 404 error and nothing else.
A 30-Year Practice Presented as a Generic Template Site
Dr. Keyes has been practicing dermatology in Nashville since 1996. The Thryv template site does not convey any of that history, expertise, or local presence. It looks like the same site as every other Thryv dermatology customer — because it essentially is, with the same stock photos labeled with the same wrong-state alt text.
What We'd Build
A site that actually represents Dr. Keyes' 30-year Nashville practice — with a working contact page, correct metadata, and a design that differentiates the clinic from every other Thryv template in the market.
A Contact Page That Works
A functional contact and appointment request page — the single most important conversion page on any medical practice website. Phone, address, hours, and an online inquiry form that actually submits. Not a 404.
Nashville-Specific SEO — Not “Kentucky Dermatology”
Every image properly labeled with Nashville-specific alt text. Meta descriptions that accurately describe a Tennessee practice. The local SEO foundation that helps Nashville patients find the clinic when they're searching.
30 Years of Nashville Dermatology — Not a Generic Template
A homepage that leads with Dr. Keyes' history, credentials, and Nashville presence — the story of a practice that has been serving this community since 1975. Content that patients trust because it's specific, not stock.
Spec Redesign Deliverables
- ✓Working contact and appointment request page — no dead links
- ✓All images labeled with correct Nashville-specific alt text
- ✓Practice history section: Dr. Keyes, founded 1975, Nashville TN
- ✓Services pages for dermatology and skin cancer care
- ✓Local SEO structure that reinforces Nashville — not Kentucky or Alabama
The Opportunity
A Nashville patient searching for a dermatologist lands on this site and encounters photos labeled as Kentucky and Alabama competitors, then tries to contact the practice and gets a 404. Both problems are invisible to Dr. Keyes unless someone tells her — and both are costing her patients every day they remain live.
The practice has 30 years of Nashville credibility to offer. The website is actively undermining it — both by mislabeling the practice and by cutting off the primary channel patients use to reach her. The fix is straightforward. The cost of not fixing it is a steady drain of new patient inquiries.
We've built the spec redesign. Nashville Dermatology & Skin Cancer Clinic can see exactly what it looks like before committing to anything.
Want to see the spec redesign?
We built a full redesign for Nashville Dermatology & Skin Cancer Clinic — with a working contact page, correct Nashville branding, and a site that doesn't tell Google it's a Kentucky practice. Book a 30-minute call to walk through it — no commitment, no pitch deck. Just the site.
See what we'd fix on your site
We'll review your website top to bottom, record a 10-minute Loom walkthrough of exactly what's broken, and deliver a PDF report with prioritized fixes — in 48 hours.
No commitment. No pitch deck.