Your veterinary website may be the first impression potential clients have of your veterinary practice. With so many cookie-cutter veterinary business websites, more of the same generic content won’t set you apart. You need compelling copy that speaks directly to your clients in a new way, helping you build trust with new and existing clients.
Your veterinary website copy must be engaging for readers and SEO-optimized so search engines can find and rank your site in local searches for veterinary services. Here are some practical tips from the Rumpus Writing and Editing team for creating effective copy.
1. Know your target audience
Who are you trying to reach with your veterinary website copy? If your business is a veterinary practice, remember that you’re talking to pet owners—not other vets. Dry, technical listings of your services with too much jargon will make pet owners’ eyes glaze over, as will clichéd declarations of your “high-quality medicine” or “state-of-the-art equipment.”
Explain your services in terms that a layperson will understand, and use language that appeals to the emotions of pet owners instead of targeting their logical side.
2. Write for SEO
Search engine optimization (SEO) ensures your website content checks the right boxes to rank well in searches. Great SEO copywriting incorporates keywords but avoids overusing them, or “keyword stuffing.” Aim to naturally incorporate relevant terms while keeping your writing clear and purposeful, not robotic or repetitive, to climb the rankings.
3. Include calls to action
Your website content should guide visitors to take the next step with a clear and actionable statement (i.e., convert). Examples of calls to action (CTAs) include:
- Click to schedule an appointment.
- Call our veterinary hospital if you think your pet needs urgent care.
- Follow us on social media for pet health tips!
4. Design copy for readability
Long blocks of text are overwhelming for readers and can send website visitors packing. To break up text and information, use website design and formatting strategies such as:
- Keeping paragraphs short
- Using subheadings and sections
- Avoiding jargon and technical terms
- Ensuring your website is mobile-friendly
- Using white space to balance text and images
5. Incorporate content marketing with blogs
Although blogs aren’t part of your core website, including and regularly updating a blog page can simultaneously help you rank higher in searches and educate pet owners. Write about topics that come up frequently during client conversations to dispel misinformation and establish your team as experts. Ensure blogs are written by humans or AI content is heavily edited to avoid sounding like a robot.
Key takeaways: Dos and don’ts of veterinary website copy
- DO write for pet owners.
- DON’T write for other veterinarians (unless you have an industry business).
- DO keyword research and include relevant terms naturally.
- DON’T make your content sound weird by cramming in too many keywords.
- DO include a call to action.
- DON’T write giant text walls—use white space and formatting.
- DO start a blog and update it regularly.
- DON’T rely solely on AI to write veterinary website copy.
Website copy as your digital first impression
Writing veterinary website copy doesn’t have to be overwhelming or complicated. Start by thinking carefully about your clinic’s vision, mission, and values, and then write as though you’re talking to a friend about what makes your animal hospital unique.
Your veterinary website is a literal and figurative landing page for new clients, and the right copy can be the start of a loyal, trusting relationship. Need help crafting content you love? Contact the Rumpus Writing and Editing team for expert website copy from veterinary industry professionals who understand you and your business.
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