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The Dos and Don’ts of a Veterinary Practice Website

A cat checks out a veterinary website.

Your website is an extension of your practice, and is essentially an online waiting room for your customers. It’s a space where they can learn more about your business, get to know you, and make sure you can provide the right kind of care for their pets. It’s important to make sure your website is welcoming and inviting, and is a representation of your business. 

We’ve put together a quick list of the Dos and Don’ts of a veterinary website, to help you achieve your marketing goals and represent your veterinary space in a positive way online. 

Contact Info 

Do display your contact info in a visual way. You want to make sure people know how to get a hold of you when they are ready to make an appointment! Keep your phone number, email, and appointment request form button towards the top of your website design. Or, include a Contact Us button that directs users to your website footer or a contact us page. 


A woman and her dog view a mobile website.

Do include pictures from your practice. Stock photos are great and can really help set the tone for your website aesthetic, and can look professional and pretty. However, clients love to see pictures of your practice in action, with smiling faces and happy pets receiving care. This helps establish a personal connection to your potential clients through an inside look before they arrive.

Don’t include anything too graphic or gory. What may seem like an ordinary procedure to you, may be something that pet owners don’t want to see. Skip the gory photos of surgery, or any photos that show unconscious or distressed pets. 


Do include keywords and optimize for SEO. People are coming to your website for information about your practice and services. But first you have to make sure people can find your website when searching the web. The best way to do this is through optimized content that is clear and concise, and includes important key words that will help folks find your business. 

Don’t be too wordy with your content. While content is extremely important, visitors to your website may be scared off if they land on a page and see a wall of text. Keep your content focused on important points and not too lengthy. You want it to be fun and inviting to read, not to feel like homework!  

Social Media & Google 

Do include links to your other platforms. Include links to your social media platforms and Google My Business listing. When checking out your practice, customers like to get a sense of your personality and the services and type of care that you offer, through all of your online spaces. They will be looking for ways to connect with you online and learn more about your practice. 

Don’t include links to platforms that are outdated or not updated. If you haven’t been on your Yelp in over two years and the hours or contact information is wrong, potential clients may get confused and move on to another veterinary website. Make sure your hours and contact information is updated and consistent across all your platforms, including Google My Business, Facebook, Instagram, Nextdoor, Yelp, etc. 

A cat is upset with a bad veterinary website.

The veterinary marketing experts at Beyond Indigo Pets can help you with the Dos and Don’ts of your website! Contact us today to learn more about our digital marketing services and how we can help your business grow. 

Have questions about this veterinary industry marketing topic? Want tips on what else to look out for or how to improve your business' marketing? Come ask questions, share solutions, and join the conversation on VetMarketingTalk, a new online community designed for the veterinary industry and powered by the marketing experts at Beyond Indigo Pets. Click here to sign up today—FREE for the first 30 days, no credit card required.