I don’t spend a lot of time looking at veterinary websites, but sometimes, I will search for some, out of curiosity, mostly. I find that some veterinary hospitals have nice websites, and other don’t have a website at all. Some clinics spend a lot of money on their website and there isn’t anything wrong with that as long as one is seeing a return on their investment. I suspect that if you ask a veterinarian what they want their website to do, or if their site is an effective veterinary website , they would mostly have a blank stare on their face.
What makes an effective veterinary website?
It was fine to not have a website . . . before the internet was around.
I still have clients that don’t have an email address or an internet connection at home. A website isn’t that useful to them. But with the younger generations, it is. My nephew graduated from high school in 2015. His generation are all digital natives. They do not know life without the internet. Think about that for a second.
5 things you want your veterinary website to do to be an effective veterinary website.
A website is one way that you, as a veterinarian, stand out in your local community and market for veterinary services. Current clients stay connected through the site, and potential new clients are trying to decide if they bring their pet(s) to you or not. They are deciding if they know, like, or trust you. Without having met you.
So, how does one know if their website is an effective vet website? I came up with this list of 5 things that you want your website to do.
• Inform clients and prospective clients about the services you provide. You want to be top of mind when people think of pet care. Inform them where you are located, when you are open, how to get in touch, etc.* Enlighten them about why they should care about veterinary care how it benefits the health of their pet. When people are educated about the benefits of services, they better understand the value and WHY you do what you do.
• Enlighten them about why they should care about veterinary care how it benefits the health of their pet. When people are educated about the benefits of services, they better understand the value and WHY you do what you do.
• Educate clients about pet care. No one is born knowing about heartworm disease and prevention. Pets depend on you to advocate on their behalf. This also goes for your staff, both in person and on the phone. I’ve had receptionists work here that think their job is to take messages, and only answer a question when asked. Nope, that is not the sole role of a hospital receptionist.
• Inspire people with what you do. A lot of people grew up with pets and wanted to be a veterinarian. Things changed for them, but they still admire and respect what you do.
• Entertain clients. Technology today makes it easy to provide value to clients. Give them something to read, something to watch, or something to listen to.
So how does your veterinary hospital website stack up? Is it doing its job to be an effective vet website – promoting veterinary care? attracting your ideal supportive client? filling up your appointment calendar? Or is it just there- in bad need of an update or overhaul?