You might have the best veterinary clinic in the world, with stellar medical care, an amazing team, and great customer service…
But, for clients to bring their pets to you, those clients must be able to easily find your practice and learn how great it is.
So, when you open a new veterinary practice, how will your clients find you?
The First Place Your Potential Clients Will “See” You
In modern times, many pet owners locate and research their next veterinarian via an online search.
That’s even more true during the 2020 pandemic, when physically “stopping by” a veterinary practice to meet you is difficult.
Even if you have a prime hospital location with a lot of foot traffic and nearby businesses, pet parents who see your hospital in passing will probably Google your practice before bringing their pets to you. So, it’s still important to have a strong online presence.
For that reason, we’re talking about websites and social media in today’s article.
Because even though you’ll have a lot of important decisions to make before you open your practice—such as financing, equipment, staffing, and more—it’s never too early to start thinking about messaging and marketing strategies for your clinic’s success.
Your Veterinary Practice’s Website
Think of your practice’s website as an online hub where clients can come to learn more about you, your staff, your services, and your facility.
But, creating an effective website can be tricky. There’s a lot to think about, including searchability.
And, it’s crucial to make sure your website paints a clear picture of who you are and all the wonderful things you do to help pets.
Here are a few tips to help make your practice’s website effective…
Use warm, inviting photos and images.
For example, images of your caring team members—smiling, in action, and holding cute pets—is much more effective than a picture of the outside of your hospital.
This creates the right mood for your website and also helps potential clients know what to expect when they bring their dog or cat to see you.
Just remember: If using pictures of client-owned pets on your website, get the client’s permission in writing first.
Focus on your clients’ needs and wants.
When writing about your practice, be sure to include your experience, expertise, and services offered… But, don’t forget to tell clients HOW these things benefit them.
For example, instead of saying, “We have 40 years of combined experience,” say, “Our 40 years of combined experience means your pet will receive excellent care from experienced veterinarians.”
Make all key information easy to find.
Place your practice’s physical address and contact information right at the top of the page, where it’s easy for a potential client to find it.
Pay attention to SEO.
SEO stands for search engine optimization, and it’s what makes your practice’s website show up higher in Google’s search results (which makes it easier for clients to find you!).
Don’t worry, you don’t have to be an expert in SEO… Actually, it’s a pretty broad field that can take some time and dedication to truly master. And, it’s constantly evolving.
But it’s important, so consider hiring a consultant—or, if you’re creating your own website content, at least be familiar with SEO basics.
We’ll have an article with more details on SEO basics later in this series, so keep an eye out for that.
Do You Need Social Media?
Social media is an excellent way to extend the reach of your website.
By posting on Facebook, Instagram, or other social media platforms, your posts can make pet parents smile and prompt them to learn more about you by following a link back to your website.
However, the world of business-related social media may seem nebulous and confusing if you’re new to it…
So, we’ll have a more in-depth article on social media further into this series. But for now, here are a few things to keep in mind…
Start with one platform at a time.
If you try to master Facebook, Twitter, Instagram, LinkedIn, and more all at the same time, you’ll probably feel overwhelmed—and then give up. So, just start with one platform. When you feel comfortable, consider expanding.
On that same note, set a realistic schedule for how often you are going to post.
Where do your potential clients spend the most time?
Facebook is a very common and effective platform. But, if you have a younger clientele, maybe they spend more time on Instagram and would be more likely to see your posts there?
A veterinary consultant or marketing expert could help you determine factors like this.
Use photos or images as much as possible.
Images are more likely to catch attention than posts that contain just text.
As with your website, obtain a client’s permission if you post their pet’s picture.
Try to engage your followers.
Ask them questions, ask them to post pictures of their pets, and so on—anything that encourages them to interact with you in a positive way.
While you’re planning the veterinary practice of your dreams and working out the more material aspects of financing, equipment, and so on, go ahead and start thinking about how you want potential clients to see your practice.
Think about your practice’s philosophy and culture, as well as the impact you would like it to have on pets and pet owners in the community.
Then, think of how to express that message in everything you do online—on your practice’s website and all of your social media posts.
That way, new clients who find you online can get to know you and feel happy about scheduling their pet’s first visit.
Written by: Dr. Tammy Powell, DVM
