The world's worst website
Paul emphasised that the best way to protect an independent practice is to grow it
With a title such as this, it was difficult not to be drawn to Paul Green's lecture at the VPMA/SPVS Congress.
As corporate practices grow and more independent veterinary practices get set-up, Paul Green, founder of Vet Practice Growth UK, warned that over the next few years we would see even more consolidation, vet care becoming more of a commodity by price, and possibly the idea or reality of a 'national vet' in the same way that we see Specsavers as our national optician.
Paul emphasised that the best way to protect an independent practice is to grow it, and that in the battle to gain and retain clients, your website is your most powerful weapon.
Sadly there are very many veterinary websites that are old and tired and do more to put clients off using the practice than attract them to register with it. To this end, he built the world's worst website and invited the audience to share it with him on their mobile phones.
The website was indeed dreadful. It was unattractive to look at, gave very little useful information, had dreadful stock pictures or pictures of operations, had confusing opening hours, no contact details and was not mobile friendly. Interesting then that quite a number of the audience found it very easy to identify their own practice websites with Paul's. “Amateur websites get amateur results,” said Paul.
He then listed the improvements that we could all make to improve our websites.
Strategic
- Place your website at the centre of new client marketing
- Think long-term and use a CMS such as wordPress which enables you to easily refresh the site
- Continually analyse how the site is being used
- Use data capture and e-mail follow up by providing vouchers and free guides to those who look at the site
- Get help with design
- Have modern and up to date design
- Check the website works well on mobile devises
- Refresh the look every two to three years
- Put things on your website where people expect them.
- Use real pictures
- Use real video
- Put a call to action for clients on every page e.g. call us now, make an appointment, register now
- Follow the AIDA rules - gain the user's attention then interest and then desire and make sure there is then action
- Differentiate or die - make sure you are different from your competitors
- Add new content regularly - one new piece of content at least once a week
- Never copy others but be inspired by their work
- Educate and inform your clients
- Prioritise your home page and your about us page - these are the two pages that are most viewed
- Use social media leads within the site to enable users to interact on the site
- Make it easy for clients to do business with you on the site
- Make your website the number one marketing priority for your practice
Defra has published guidance for the vet sector ahead of a proposed UK-EU Sanitary and Phytosanitary agreement.
