I started designing web sites in 1997. Good web design tools were virtually non-existent and it was frustrating at times, but I was hooked. The Internet has evolved much since then, and I have learned a lot. Back then, a web site for a veterinary hospital was a novelty. Now it is a necessity. Let's look at what makes a veterinary practice web site useful to viewers and to the practice it represents.
First impressions and looking good
It is said that you shouldn't judge a book by its cover, but I confess that I do. Same goes for web sites. Nice looking sites grab attention. Some may argue that a well-designed site feels more trustworthy. (A definite downside if viewing a scam site.)
I have found some great information from dull or poorly designed web sites, but it is usually only after digging for the information. If there is another site with similar information and is well designed, that is where I land, link to, and tell others about.
Your practice web site should be inviting; a place that your clients and other viewers want to be. Ideally, the color scheme of your web site is in sync with your logo and hospital colors. Photographs and other graphics should be clean and crisp. The site should be easy to navigate; from every page in the site.
High quality photos of your facilities, staff, patients and clinic animals are a necessity. If you do not have time or skill to take the photos, check with your talented staff or hire a professional. Pictures really are worth a thousand words when they convey your practice atmosphere and attitude. If you have the time and inclination, adding photos submitted by your clients of their pets is a great way to interact and build a community for your site.
The two most important pages of your site
In my experience, the two most popular pages of your site, besides the home page, are the About Us and Services pages. This is how I view sites and what I have learned from tracking site statistics. People - both curious viewers and potential clients - want to know who you are and what you do.
- Tell us about yourself Providing a photo and a bio is easy to put off and often the staff's least favorite task, but provides such valuable information to prospective clients. It is a way for a client to get to know you and your staff and feel comfortable with the care their pet will receive. I feel that a photo and bio for each staff member is much more interesting and useful than a group photo and listing of general services offered. For example, knowing that a favorite staff member also has 2 dogs is a great way to start conversation.
- Show us what you have to offer A "virtual tour" of your practice, the equipment and services you offer, and some "action shots" of staff at work are a great way to educate current clients and add new clients. Many people, clients or not, love seeing what goes on "behind the doors" of a veterinary practice. This is a great way to showcase all that your practice offers. If your practice is AAHA certified, let your clients know what that means and what your practice does to maintain your credentialed status.
Sometimes overlooked: Site navigation
Over the years, I have set up and consulted on many sites, both veterinary and other topics. It is easy to get caught up in taking photos, writing bios and the mechanics of setting up the site. One thing that consistently surprises people is the fact that not everyone is going to land on the home page and move around on the site in an "obvious" manner. Through the power of search engines, someone may come in through the back door of your site. Will they be lost, or will they easily find their way around?
Having more than one way to move around the site is helpful - buttons, text links and embedded links are all great tools for every type of viewer that will visit your site. Easy-to-read, visible navigation links should be available on every page of your site. Test your site by opening up an interior page, and have a friend look at it. Can they tell where they are and how to find the home page or contact us information?
Offering value through your web site
A veterinary practice web site offers value to their clients by listing office hours, contact and location information and so on. Getting to know the staff and services they provide are also helpful. Beyond that, a web site can be used to help educate both clients and viewers around the world about seasonal dangers, interesting cases, common conditions and diseases, and when it is time to call the vet. This content may be written by staff, or embedded from a number of veterinary web site designers and content producers.
Taking it one step further, services such as VetStreet.com sync with client database software to provide a personalized web page for each client. Information about their pet(s) records, prescription refills and articles relative to their pet's health are available after logging in, providing a service to the client and freeing up phone time for staff.
Getting started
Some practice owners opt to do their own web sites, or utilize the help of a spouse, friend or staff member. Others hire a web design professional. A great place to start is to surf the web and see what you like, as well as what you don't like. Often, the designer of the site can be found in the credits in the footer. Other companies, such as VetNetwork offer a variety of design options for veterinary practices. I have additional thoughs on vet clinic web design and some vet-pet web designers listed here.
