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Your website is the heartbeat of your digital strategy plan.

So, what pages should your website have? What navigation structure should be included in this thing that’ll be at the heart of your marketing strategy?

You definitely want to have:

  1. home
  2. about us
  3. our services
  4. our service area
  5. reviews and testimonials
  6. patient resources
  7. make an appointment
  8. blog
  9. contact us

These are going to be your main pages. Within “about us”, you’ll want to include a drop-down menu for subcategories, including “Meet the Team”, “Why Choose Us”, etc.

You want to be able to drive people back to a why choose us section, and in some cases, if you’re having issues recruiting and retaining good quality talent you might want to have a “Careers” page under the “About Us” tab, where a visitor can go and fill out an application form, and learn more about your organization.

Within “Our Services”, you wanna have the ability to utilize a drop-down list to include the types of services that you offer. You also want to have landing pages for each one of your services because they’re going to be optimized with different keyword combinations. A “Service Area” section will give you the ability to show a heat map of all of the locations that your clinic services.

A “reviews and testimonials” page will provide you with a section to showcase what your clients are saying about you in text or video form.

You can also get reviews from sites like Google Maps and Facebook.

Finally, you’ll need a “Contact Us” page where web visitors have your general contact information.

These are the core things that you should have on your website.

Outside of your navigational structure, what else should your website have? What other elements are going to help with conversion?

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Well, you should always have a primary phone number on every page of your website, in the right-hand corner. So, when somebody visits a page, their eyes are naturally drawn to the top section of the website, the logo and the phone number. People tend to expect that the phone number will be somewhere in this location.

I believe that veterinarian websites should always make a web form available so that potential clients can easily request more information. Keep in mind that every visitor to your website is in a different situation and frame of mind.

You might have someone who is on their phone, or leisurely looking to contact you for pet vaccination services and would be able to simply tap the phone number to call you.

On the other hand, someone who’s in a work environment may not have the ability to stop what they’re doing and make a phone call.

However, they might be able to browse around online to find out what options are available.

Your potential clients find your website and they’re torn between making a call right at that moment, just scheduling an appointment, or wanting to have someone from your team contact them. Make it easy for them to enter the information into a web form where they can provide their name, phone number, email address, and a note detailing their questions that they can send to you online.

You also want to display links to your social media profiles. Link to Facebook, Twitter, Instagram and LinkedIn, so potential clients can easily engage with you on social media, see what you’re doing and be able to press that important “like” “follow”, or “subscribe” button. It helps to create a sense of authenticity when your clients get to see your social media profiles and content.

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Have a direct link that drives visitors to your online reviews and testimonials that we discussed previously. You should also post your credentials either in the sidebar if your website, or in the header graphic, proving, for example, that you’re a BBB accredited or a member of the local Chamber of Commerce or industry Association. This lets potential clients know that you’re a credible organization, that you’re involved in the community and that you’re less likely to provide them with bad service.

You definitely need to have your company name, address and phone number on every page of your website. It’s not absolutely necessary that you list your address on each and every site page, because it’ll be a determining factor in whether or not they’ll call you, but as you’ll see in the Google Maps optimization chapter, having your name, address and phone number consistency is critical for ranking on Google Maps.

It’s super important that you inject some personality into your website. By personality, I mean authentic photos and videos of you and your veterinary team in your clinic environment.

Show off your clinic, feature yourself and/or the other doctors, and other people who work in the clinic; The technicians, the office team, etc. showcase the office itself, and the products you sell in your clinic. Don’t use stock photography, but use authentic imagery wherever possible. This gives your visitors the chance to get to know, trust and like you before they even pick up the phone. I’ve seen this prove itself time and time again.

You also need to design messaging that explains why your potential client should choose your clinic. Why should someone choose you over your competition?

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Take them down a path where they can learn more about why you’re their best option; where they can see your online reviews, and if they’re kind of on the fence, where they can quickly locate trust signals and accreditations that’ll make them want to take action NOW, as opposed to continuing to browse the web for someone else.

The other major thing you want to think about, from the conversion perspective is having a responsive (or mobile) version of your website.

Now, if you go take a look at this website (, you’ll see that the mobile version of the site looks like a slightly ‘pared-down’ version of the web or desktop version. This isn’t an accident. It’s done completely on purpose by choosing a website theme that doubles as a mobile site. I love this theme, because it’s very easy to maneuver in at the back-end, and looks amazing to site visitors, without any extra ‘madness’ with regard to design.

More and more people are accessing the Internet via smartphones. So you NEED to make sure that the mobile version of your site isn’t the same as your regular site. It should be condensed, fitting the screen and giving them just the information they need. It should integrate with their phone so all they have to do is press a button to call you.

People who’re searching for, or accessing your website from a mobile device are in a different state of mind than those who’re browsing to you on a computer or a laptop. Make it easy for them to get the information they need and to get in touch with you.

Are you ready to chat about your clinic’s digital marketing plan?


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