Your practice website is a crucial part of your communications to your clients and to potential new clients. More than 70% of clients search online prior to seeing a veterinarian, regardless of whether they have a regular veterinarian or not. Your website should communicate the following:
- Who you are
- Where you are located
- How to contact your practice
- What you provide
- What matters to you and your practice relative to them
- Why they should connect with you
In addition, your website should lead clients to take actions that meet their needs or satisfy what they are looking for such as:
- Call or contact your office
- Request an appointment or know how to do so
- Pay an invoice, if this is not completed on each visit
- Provide fresh content that is relevant to clients
Your website should make it simple and easy for clients to find you. To do this, it is important that your site be built to be compatible or ‘optimized’ for search engines such as Google to find you, to present you as a solution to people looking for what you provide in your area. It is a failed effort to invest in building a website if nobody can find you. Thus, it is very important to seek professional help in optimizing your site. This process is called Search Engine Optimization or SEO. Your selection of a ‘partner’ for building and managing your site, should also be paired with professional guidance or capability at managing your digital marketing efforts such as Google Adwords, Facebook, and other relevant social media.
Remember also that the world has moved to mobile devices. It is extremely important that your site is compatible with mobile devices. If it is not, Google will move you down the search results significantly, and your customers will have a less than favorable experience. Make sure that your website is mobile-compatible!
Select a digital marketing partner that brings the expertise and capability to you in all of these areas.