Peer-To-Paw Marketing: Why Do Veterinarians Need Websites?

The internet is one of the most fantastic inventions in human history, and yet it's primarily used for two purposes -- wasting time, and of course, delivering high quality cat pictures at the speed of light.

If you're wondering, "Does a vet need a website?", the answer is most definitely yes. However, it's not enough to simply slap your contact info on a web page. Studies show that 42% of all people who use Internet search engines will click on the top-ranking result they find. So not only do you need a website, you need a really strong website.

Why does a vet need a website to stay in business?

To promote your veterinary practice, you need to find new ways to market your business to Millennials and other web-addicted customers. A professional website that reflects your unique brand is an absolute must-have for veterinarians in 2015.

• You can purchase pay-per-click advertisements to promote your business, but more than three-quarters of search users will choose organic search results over those paid ads.
• More than 80% of 18 to 34 year old Americans used search engines to find their veterinarian. Across all demographics, 64% of Americans use search engines to find new local businesses.
• Search Engine Optimization, or SEO for short, is a set of best practices that help boost your website's performance in search engines.
• Internet search has a return rate of $22 for every dollar businesses spend on it.
• Social media is constantly growing and changing. Checkout some of the latest tools on http://twitter.com/vethubs.
• Posting a regularly updated blog on your veterinary practice's website can help improve your SEO. Plus, 57% of businesses have acquired at least one customer through their company blog.

And if you do decide to improve your website with a blog, then at least you have a head start on the competition in the adorable cat photo industry. Even so, social media for veterinarians can suck up valuable time and resources. That's why many of the best veterinary websites outsource their web marketing to professional SEO companies. Checkout http://www.facebook.com/vethubs for some great veterinary social media examples.

Remember, in order for vets to find new customers, those new customers have to be able to find them easily online, too. Veterinary websites that load slowly, look outdated, or rank poorly in search results will be invisible to most potential customers. Or worse, a weak website could send anxious pet owners fleeing from your practice for good.

Here's How You Give Customers What They Want In Their Vet Websites

 As a veterinarian hospital, put yourself in the shoes of your pet-owner customers. Think of the kind of website that would appeal to them. People typically consider their pets a part of the family, and they want the vet’s atmosphere to be a loving and caring one. It’s no different with the websites for veterinarians.

Let’s start with the “About Us” page. A customer responds well to pictures of open, friendly faces and happy pets. This page is a great place to add personality to your practice by telling the story of how the veterinarian practice began. Be honest and sincere, and don’t forget to mention your qualifications and experiences, too. This will make your practice stand out; customers are more trusting of small, candid practices than stoic, rigid ones.

Now let’s get to the “Homepage.” This is the page your customer sees first. Remember, first impressions are everything. Here, you should open with a welcome note and lay out general information about your practice—the location, the hours, and phone number. Don’t forget that pets are family. Your homepage should be family-oriented; choose cool colors for a friendly, peaceful vibe. It will give your website a more inviting feel.

One of the most important things a customer looks for in a vet website is the services offered by the practice. You should not only list the services, but a description of each service. Write well-written descriptions--with personality. No one wants to read long, technical descriptions. Take on an informal tone that is reader friendly. And don’t just describe the services—involve the customers. Make the customers and their pets a priority. Here, you can post relevant forms. The customers love the convenience of printing out the form and not having to fill it out in the vet’s office.

To add a more personal touch, add an “Our Staff” page, where your customers can get to know the staff, their qualifications, and how they joined the practice. Briefly, you can mention what they like doing outside of work—saying something like, “Outside of work, Marcie likes spending time with her family and two dogs,” would reiterate the family-feel we are striving for.

Customers will be more eager to join your practice if you show interest in the community. So get involved and let it show on your vet websites. Post pictures. Create events. Always stay involved. Show your customers that you are the vet for them by posting positive testimonies from regular clients. This way, the customer can see your practice is genuine and real.

Finally, a customer wants their vet website to provide easy access to the practice. This is why it’s crucial to have a “contact us” page. Here, you should list your practice name, the address, the phone number, fax number, and email address. Provide a simple, quick form where customers can ask questions. This makes the customers feel important, that help is readily accessible.

Put all this in an easily navigable website, and you'll give customers easy access to all they want in their vet websites.