How to build trust online

According to OVMA’s 2018 Ontario Pet Owner Report, Google is becoming one of the most common ways that new clients select a veterinarian, and 41 per cent of pet owners would like to book an appointment online. The report also shows that the average pet owner values veterinary medicine and is motivated to take their pet to the veterinarian. Making your website more effective is a great opportunity to generate new client relationships and help your practice flourish. 

Robert Sanchez is CEO of Digital Empathy, a veterinary-focused website design and marketing agency. He says one of the biggest mistakes veterinary practices make when it comes to their online presence is developing a website simply to provide users a way to find out more information about the practice. Sanchez says this isn’t enough.

“Relationships require trust, and if you want your website to generate relationships, that’s exactly what it must accomplish,” he says. “But it’s inherently more difficult to build trust on your website because it’s so far removed from a natural interaction. You need to think much bigger if you want to reach your potential.”

Having a website is one of your most powerful tools for client acquisition, and for it to be effective, it needs to build trust. Here are five tips to improve your website:

‍1. Determine your goals

The first step is to reflect on the overall purpose of your website and outline your goals for it. “It’s important to ask yourself what you’re trying to get out of your website and to think about what’s most valuable to you,” says Sanchez. Keep these goals in mind throughout the development process and use them as guides to keep your website authentic. 

2. Tell your story

To build trust online, your story should shine from the moment a potential client lands on your homepage. Start by thinking deeply about what you value and your “why.” “Think about why you wanted to become a veterinarian,” says Sanchez. “Why is what you’re doing important? What are you proud of in your practice?” A genuine story allows you to connect with people and it will compel potential clients to act. 

3. Be emotionally engaging

“Great design is invisible and should emphasize your story,” says Sanchez. “If you have a good website, people will be so engaged that they will forget they’re on a website.” Steer your audience away from leaving a web page by incorporating large, eye-catching images and videos. Also, share client testimonials to highlight your community’s trust and confidence in you. “A great testimonial will make someone feel like they’ve been in those shoes before, which is a tremendous asset.”

‍4. Make it a stress-free experience

A good website makes it easy for a visitor to quickly find exactly what they’re looking for. According to Sanchez, the “must haves” for your website are: a homepage that showcases your story, a team page that shows who you are, a services page that includes what you offer and a contact page that makes it easy for people to get in touch. It’s important that your website’s navigation is clear and simple, and that there’s a call to action on every page (i.e. a Book an Appointment button). Your website should also be mobile-friendly and optimized for the most popular devices and browsers. 

‍5. Ask for help

Building a website and maintaining your online presence can be taxing for practices, especially if you don’t have experience with website design and development. There are companies that provide services to help, including website design and ongoing maintenance, boosting your Search Engine Optimization, providing social media support, and helping to effectively tell your story to generate new client relationships. “Look for companies that share your vision, that understand your goals and that you can trust,” says Sanchez. 

Digital Empathy is offering OVMA members a 10 per cent discount on its services. To learn more about how Digital Empathy can help your practice, visit digitalempathyvet.com.