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What Does Your Website Say About Your Veterinary Practice?

Tuesday, Dec 10, 2024 by Lauren Jones, VMD
3 Min Read
What Does Your Website Say About Your Veterinary Practice?

Eight seconds or less. 

That’s how quickly the average user forms an opinion about your practice based on your veterinary website. If this is true, what does your website design say about your hospital? Is it positive? Is it authentic? Here are some examples of failed first impressions and helpful website tips on how to avoid them.

Website #1: “We’re busy (and don’t need new clients)”

If your current veterinary website announces your COVID-19 masking policies or the departure of an associate who retired last summer, it may be sending the wrong message. Failing to update website information can say that your practice doesn’t have time—for technology, communication, details, and maybe new clients. While your lack of time for digital updates may be real—and for good and important reasons—dated website content can make prospective clients question the accuracy of everything on your website.

If you struggle to keep your veterinary website updated, consider publishing only evergreen content that is applicable year-round, while sharing time-sensitive information and updates on more user-friendly communication channels such as email, text messaging, pet portals, and social media.

Website #2: “Nothing’s changed since 2016”

While tradition is—and should be—a deep part of practice culture and identity for many hospitals, outdated website design can make viewers wonder if anything about your practice is current—including your medicine, skill set, technological offerings, and knowledge base. 

Website designers generally recommend updating business websites every two to three years. In addition to upgrading the look and feel of your website, updates can enhance the user experience, improve functionality, and boost your search engine rankings.

Website #3: “We like to make things difficult”

When someone arrives on your practice’s main page, they should be able to find what they’re looking for with minimal effort. If visitors can’t quickly find key information (e.g., your contact details, address, services, policies, and booking links,) they may leave your site and turn to a competitor with a more user-friendly page.

Key features and information should be easily viewed above the fold (i.e., users shouldn’t have to scroll down) and hyperlinked when appropriate, enabling users to take action—such as requesting an appointment or getting directions—with a single click or tap.

Website #4: “Hang on, we’re worth the wait”

Videos and images can be a wonderful way to add life and personality to your website, but an abundance of media can impact how long it takes your page to load. If you’re asking users to wait longer than three seconds to view your website, they may experience frustration and search elsewhere for what they need. In addition to deterring potential clients, prolonged load times may send loyal clients to Dr. Google for health information instead of waiting for your practice library or blog to appear.

Work with a web designer to streamline your website’s media and reduce load times to under two seconds. Consider replacing embedded videos with professional photos or moving important clips to a third-party host such as YouTube.

Website #5: “Nothing to see here”

If your website features the same stock photo as three other local hospitals and makes the same generic promises, you’re failing to show visitors why your practice is special and the right place for their pet. 

Use your practice’s core values and outstanding reputation to inform and guide your website design and create a truly personalized representation of who you are as a hospital, a team, and a brand. This includes: 

  • Adding authenticity by replacing stock images with professional photos of your patients, practice, and team members in action. 
  • Sharing your practice’s story on your main page to welcome visitors and build trust.
  • Calling out your strengths. If you’re known for outstanding dentistry, low-stress handling, exceptional service, or advanced surgical procedures, make this known.

These differentiators make your practice stand out and give potential and existing clients a better understanding of what to expect from you and your team.

What should your website convey about your practice?

Your veterinary website is your online calling card. Visitors will rely on how it looks and what it provides to form an opinion about your business. Ensure your website presents a reliable image of your brand and mission by prioritizing design and the user experience and maintaining up-to-date information.

Shepherd Veterinary Software doesn’t offer website management, but we can ensure your practice enjoys peak productivity with a streamlined and intuitive workflow, must-have integrations, effortless updates, and cloud-based flexibility. Contact us to schedule your demo. 

Streamline your practice with Shepherd Veterinary Software

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