The Build
Most veterinary websites are built to describe a practice. The Build asks a narrower question: what does a site have to do for one specific searcher — the owner eight months into a chronic problem, the person driving somewhere at 2 a.m. — and what does it cost in ad dollars when it doesn't do it? Each post takes one niche and describes the site that wins it.
The emergency vet website: what it must do that a general-practice site doesn't.
Emergency medicine has the least patient buyer in the profession — someone standing in a car park at 11:40pm with one hand free, deciding in under a minute. A general-practice website loses this person before it finishes loading. Here is what the site that wins them looks like.
Read the post →The cat-only vet website: what it must do that a general-practice site doesn't.
Every general veterinary clinic in your market can put "cat friendly" on its homepage for free, and most have. A feline-exclusive practice has a genuine structural advantage that arrives at the reader wearing exactly the same words as an empty claim. Here is what the site that proves it looks like.
Read the post →The mobile vet website: what it must do that a general-practice site doesn't.
A general veterinary clinic gets local traffic free from the map pack. A service-area business does not — which makes the website the load-bearing wall of the entire practice, and most mobile vet sites are built as decoration. Here is what the site that carries the weight looks like.
Read the post →The hospice vet website: what it must do that a general-practice site doesn't.
The reader is in the worst week of their relationship with an animal, and they are usually reading at night. Nothing about a general-practice website is built for them. Here is what the site that serves them looks like — and why getting it right is also the difference between a $12 click and a $3 one.
Read the post →The urgent care vet website: what it must do that a general-practice site doesn't.
Veterinary urgent care is a genuinely new category, and most of the people who need it do not know it exists. That makes the website's first job definitional rather than persuasive — a problem no other niche in this series has. Here is what the site that creates its own demand looks like.
Read the post →The equine vet website: what it must do that a general-practice site doesn't.
An equine practice's "location" is a multi-county region and its clients search for procedures, not for vets. Almost every assumption baked into a veterinary website template is wrong here. Here is what the site built for barns and ranches looks like.
Read the post →The exotic vet website: what it must do that a general-practice site doesn't.
Exotic veterinary demand does not concentrate in one search term the way every other niche's does — it shatters across species. A site organised around "exotic pets" is invisible to almost everyone looking for it. Here is what the site built for the way people actually search looks like.
Read the post →The holistic vet website: what it must do that a general-practice site doesn't.
This is the one veterinary niche where the reader arrives already screening for legitimacy — and where the design choices that feel most on-brand are the ones that cost you the booking. Here is what the site that reads as a medical practice looks like.
Read the post →The dermatology vet website: what it must do that a general-practice site doesn't.
Veterinary dermatology has the most patient buyer in the profession — an owner months into a chronic problem, researching carefully, often burned once already. A generic general-practice website loses this person quietly. Here is what the site that wins them looks like.
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