If 2020 taught us anything, it’s that the usual ebb and flow of “normal” life is not guaranteed. Businesses from veterinarians to grocery stores had to completely pivot and adapt to a new world that emerged overnight. Here at Beyond Indigo Pets, we saw one very strong trend that grew even stronger in this year of unknowns: there is always a need to market your business.
A picture may be worth a thousand words, but high-quality written content can have just as much of an impact. In the digital age, people are accessing your website via their phones and mobile devices while on the go. You have to make each word count if you’re going to maximize your ability to attract new clients and maintain existing ones.
As part of Beyond Indigo Pets’ collaboration with MWI Animal Health we’re happy to offer you a chance to experience this webinar discussion on why quality written content matters on your veterinary website. Presented by BI Account Manager Bonnie Wisnowski, this video session will:
- Help you understand the value of written content on your website
- Show you how to leverage content to help help grow your client base and bring exposure to your doctors and practice in the veterinary field
- Teach you when and how to add fresh content to your site to optimize your performance
If you would like to know more about Beyond Indigo’s commitment to providing unique, quality content to our clients, please schedule a free consultation with our team – we’re happy discuss how we can make your veterinary website shine in the online marketplace.
Veterinary website design is constantly evolving alongside the internet and all its emerging technologies. What was cutting edge a few years ago can quickly become dated and stand out for all the wrong reasons. The following veterinary web design trends all work individually, but taken together, reinforce each other and create a holistic aesthetic for your veterinary website.
Focus On Content with Vet Website Design
With internet technologies becoming more complex and sophisticated, it can be easy to lose sight of what is most important: content. Forget all the bells and whistles and focus on the reason people are visiting your site. As a veterinary website people are coming for information, therefore the site should be designed around delivering that information in the most intuitive way possible.
When creating website content, it can feel like there’s a laundry list of factors to consider. Outside of the usual best practices for writing, writing for websites has its own set of standards, which take things like mobile users and SEO into consideration. Included in this is original content – but why?
Google’s goal is to provide users with the best answer to their question. If you were searching and came up with the same answer over, and over, and over again in your search, would you find that as valuable as if your search brought up several different answers to choose from?
For this reason, Google filters search results so that only the original source is listed. You may also hear this referred to as a penalization, but in reality, it just means that if your site contains content that is the same as or very similar to another source, also known as duplicate content.
Google filters duplicate content out of searches in favor of the original source. It’s certainly not a slap on the wrist; it’s just an attempt to show the most relevant answer to the query, improving user experience. While it’s not an outright penalization, having duplicate content still may impact your site ranking, which, of course, isn’t favorable.
Having a website is a must for any veterinarian. As your primary online presence, it promotes your practice and represents your brand to a wide audience.
Visitors to a website are collectively referred to ‘traffic’. Traffic is monitored through tools like Google Analytics, which analyzes several factors, such as:
- What webpage within the website did the visitor land on?
- How long did they stay before leaving?
- Were they viewing from their smartphone or computer?
- Is the visitor from your area or out of state?
Everyone says content is king, and it’s true. With that in mind, when was the last time you reviewed and updated the existing content of your website?
Working on the Help Desk, I see a lot of content change requests come through on a daily basis. Most of the time these changes are visual – a client had some new construction done and now the building looks different, a new staff member has joined the team, a new in-house marketing event is being launched and the client would photos posted… the list goes on.
Content changes of the written variety come through a lot less often, though. This is concerning because these types of updates to your website are the most important changes of all.
Google AdWords is one the most valuable tools available when executing a successful digital marketing campaign. As many people already know, Google is the largest search engine on the Internet and they don’t have any major competitors. When people need to search for something on the Internet, they go to Google. Because of this, everyone advertising on the Internet should be integrating Google AdWords into their digital marketing campaigns.
Three Keys To a Successful Google AdWords Campaign
Selecting the right keywords for your veterinary AdWords campaign will set the foundation for your success. These keywords will help you target people who search for exact or similar keywords that match your AdWords campaign. There is a variety of free and paid keyword platforms available on the Internet and even AdWords offers keyword assistance but the most valuable tool in keyword selection is you.
Your Beyond Indigo SEO Account Manager will compile a list of every possible keyword that relates to your veterinary clinic/hospital and current campaign. Once we have this list completed, we can implement it into AdWords campaign platform and adjust the list as your campaign progresses.
When was the last time you navigated through your whole veterinary website?
Has it been 6 months? A year? More?
Make your veterinary website do more for you, your clients, and your potential clients by doing just a little at a time at the beginning of 2017. And if you’re not sure where to start, we’ll help lay it out for you…
January 2017 – March 2017
(10 – 15 minutes per day)
Read every page on your website at the rate of 1 page per day. Look at the page’s traffic analytics; do visitors even come to this page? Could it be removed altogether to streamline your navigation?
Make a note – starting with the URL of the page you are working on – about the things that you feel should be changed or updated on the page. Also, be sure to look at your pages on both a traditional monitor, as well as a tablet and phone screen.
Can you believe the World Wide Web celebrated the 25th anniversary of its inception in 2014? Since its inception, the web has been in a whirlwind of constant change. A veterinary website designed and built even 4 or 5 years ago likely lack some contemporary standards for user friendliness, compatibility with new devices, and search visibility. This is perfectly natural—many of these technologies and approaches didn’t even exist 5 years ago. Like humans and animals, websites require regular checkups and maintenance to maintain optimal functionality.