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What Makes a Good Veterinary Website? Hint: It’s not Stock Photos

Prime Real Estate Online

Imagine the busiest corner in your town or city’s commercial district. Now, imagine your business flaunting eye-catching signage and a sleek storefront directly on that intersection. There’s no telling where people are going – North, South, uptown, or downtown, but one thing’s for certain, they’re seeing your business. This is exactly what marketing your business online is like, but better because website traffic comes from people searching for services and products just like yours.

High Purchase Intent

According to Business Insider, the number of Google searches per minute number around 2.3 million. Moreover, internet traffic is driven by people who have high intents to purchase. From local veterinarians to hairdressers to eye doctors, people are specifically searching for businesses and the services they need online. Do you have a website that’s taking full advantage of the new business you can potentially drive to your doorstep? If you answered yes – well, that’s fantastic! In reality, you should be wondering if your website is working to your full advantage which brings us to the pressing question: What exactly makes a good website?

The User Experience

Quality standards for websites can change at the speed of light making regular updates valuable and needed. Still, these standards can be boiled down to one that never changes and that’s user experience. More internet traffic is directed by Google than any other search engine. So much so that when it was down in 2013, internet searches dropped 40% worldwide. The way Google accurately directs search queries for optimal user experience is the same concept behind their success as it should be for your website’s. As you’re updating an old website or building a new one from scratch, how users are landing on and interacting with your website should always be kept in mind.

Users Are Sooo Self-Centered

As easy as driving business to your doorstep, or website, sounds, it’s not so cut and dry. If it were, everyone who had a website would have a successful business. We only wish it were that easy. To drive business home, you must first think like a user. Let’s say 1000 people in your area are searching for a service you provide online daily. They want to see relevant results in search engines about where and how to find this service. Google wants to show them too because that’s how they make money. If your website is far from delivering relevant information for users, you won’t even show up in searches. When local internet users are searching for a business like yours, search results are exactly where you need to show up to follow through on a sale. These search engine results have been determined to be quality because they are most likely to fulfill user needs.

So Just Give Them What They Want

You may know what clients want, but that doesn’t mean you know what online users want. Stuff you probably take for granted needs to be communicated clearly and pleasingly. Users know nothing about who you are or where you’re located, so that’s the first thing you must make clear. After location, you need to think about what you’re saying. Simply listing a service you offer won’t get many clicks to call because it won’t show up in search results. If you’re a veterinarian, you already know why people should bring their pets in for vaccinations and how often, but that’s what users want to know. If you can answer questions before anyone has a chance to step foot into your business, your online traffic will flourish.

Integrating Strategy, Data, and Art

Now, if you can take useful content, integrate this with a design that interacts well between pages, doesn’t overwhelm users, and is pleasing to the eye, you’ll surely have a good website. Does it sound a little less simple now? More than that, thinking like a user doesn’t equal to the actual analytics of data. This data shows where users are searching and what they’re searching for. You can guess all day about what you think people are searching for in the veterinary industry, but it doesn’t amount to a hill of beans if you don’t have stats to back it up. If you’re in a highly competitive area, your business may benefit from additional marketing campaigns, like pay-per-click or Facebook ads. Trust us, we know digital marketing and want the most Return on Investment (ROI) for your business as you.

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