Veterinary Website Design 101 (with Examples)
Your veterinary website is more than just a digital brochure. It’s the first impression you make on potential clients, the go-to resource for current pet parents, and the virtual front door to your practice. But here’s the thing: if your website is outdated, confusing, or just plain boring, you could be losing clients without even realizing it.
The good news? Designing a website that wows doesn’t have to be complicated. Whether you’re starting from scratch or giving your current site a much-needed glow-up, we’ve got you covered. In this blog, we’ll walk you through the 10 essentials every veterinary website needs—from a high-powered menu to a killer service section—plus a few fun extras that can take your site from “meh” to “marvelous.”
10 Things Your Veterinary Website Design Needs
1. A High-Powered Menu
Your website’s menu is like the front desk of your practice—it needs to be welcoming, efficient, and easy to navigate. But if you’ve got a lot of information to share (like services, resources, and contact details), a standard dropdown menu might not cut it. That’s where mega menus and utility menus come in. Let’s break it down:
A mega menu is a large, multi-column dropdown that can display a ton of information at once. Think of it as a visual map of your website. For veterinary practices, this is especially helpful because you likely offer a wide range of services and resources.
How to Use It: Organize your mega menu into clear categories. For example, one column could be “Services” (with links to dental care, surgery, preventive care, etc.), another could be “Resources” (like FAQs, blog posts, and pet care tips), and a third could be “About Us” (with team bios, your mission, and testimonials).
Why It Works: Mega menus reduce the number of clicks needed to find information, which keeps visitors happy and engaged. Plus, they look modern and professional.
A utility menu is a smaller, secondary menu that sits at the very top of your website. It’s perfect for quick links that clients might need in a hurry.
How to Use It: Include links to your patient portal, contact information, online appointment booking, and emergency details. You could also add social media icons or a link to leave a review.
Why It Works: Utility menus are all about convenience. They give pet parents instant access to the tools they need most, without cluttering your main navigation.
Example of a mega menu and utility menu from the Schwarzman Animal Medical Center
2. Clear Information Architecture
Think of your website like a well-organized filing cabinet. If everything is labeled clearly and stored in the right place, it’s easy to find what you need. But if it’s a jumbled mess, you’re just wasting time and frustrating your visitors. That’s where folder organization and a sitemap come in. Behind every great website is a folder structure that makes sense. This isn’t just for your web developer—it’s for you, your team, and even search engines like Google. Here’s how to do it right:
Start with Categories: Group your content into broad categories that reflect your practice’s offerings. For example, you might have folders for “Services,” “About Us,” “Resources,” and “Contact.”
Use Subfolders for Details: Within each main folder, create subfolders to keep things tidy. For instance, under “Services,” you could have subfolders for “Preventive Care,” “Surgery,” “Dental Care,” and so on.
Name Files Clearly: Avoid vague names like “image1.jpg” or “document.pdf.” Instead, use descriptive names like “dog-dental-cleaning.jpg” or “new-patient-form.pdf.” This not only helps with organization but also boosts your SEO.
Keep It Consistent: Use the same naming conventions and folder structures across your entire website. This makes it easier to manage and update over time.
Deploy a Sitemap: Your Website’s Blueprint
A sitemap is like a blueprint for your website. It’s a file that lists all the pages on your site, helping search engines (and sometimes visitors) understand how everything is connected. Here’s how to make the most of it:
Create an XML Sitemap: This is a technical file for search engines. Most content management systems (like WordPress) have plugins or built-in tools to generate one automatically. If not, tools like Screaming Frog or Yoast SEO can help.
Submit Your Sitemap to Google: Once your sitemap is ready, submit it through Google Search Console. This helps Google crawl and index your site more efficiently, which can improve your search rankings.
3. Patient Portals
Let’s face it—pet parents are busy. Between work, family, and keeping up with their furry friend’s antics, they don’t always have time to call your clinic during business hours. That’s where a patient portal comes in. It’s like giving your clients a 24/7 virtual assistant to manage their pet’s care.
One of the most valuable features of a patient portal is the ability to access medical records. This puts pet parents in control of their pet’s health information and saves your team time answering routine questions. Your clients can view vaccination records, lab results, treatment plans, and medication instructions. Make sure the portal is mobile-friendly so clients can access records on the go.
A patient portal can streamline the payment process, making it faster and more convenient for everyone. View invoices, pay bills online, and set up payment plans if needed. Some portals even allow clients to prepay for services. It reduces administrative work for your team and gives clients the flexibility to manage payments on their own time.
Finally, enable secure communication between clients and your team for non-urgent questions. You can also provide links to articles, videos, or FAQs about pet care.
4. Online Scheduling
Gone are the days of playing phone tag to book an appointment. With online scheduling, clients can schedule, reschedule, or cancel appointments in just a few clicks. Clients can see available time slots, choose a service (e.g., annual checkup, dental cleaning), and even request a specific vet if you have multiple providers. It reduces no-shows by sending automated reminders and lets clients book appointments outside of office hours.
Sometimes practices can find it difficult to manage online scheduling, however. If you’re not ready to open up your calendar to the public, then you can consider an appointment request form like the one pictured below.
Example of online booking form from Eco Deco Pet Hospital
5. Content Hub
Pet parents have questions, and you have the answers. A content hub is a dedicated space on your website where you share educational articles, videos, FAQs, and other resources. By creating articles on common topics, you can position your practice as an authority while helping clients make informed decisions.
Content hubs allow you to create a mix of media, providing the best experience to your clients and also increasing the value of your website to search engines. We recommend you start small with an FAQ section. An FAQ section can save everyone time while providing quick answers to common concerns. Address questions like “What should I bring to my first appointment?” “Do you offer emergency services?” or “How often should my pet have a checkup?” Organize FAQs by category (e.g., “Appointments,” “Services,” “Billing”) to make them easier to navigate.
Another great option is a blog segment. Articles build trust and keep clients engaged with your website. Plus, they’re great for SEO—search engines love fresh, relevant content! Use a mix of short, easy-to-read posts and longer, in-depth guides to cater to different audiences.
Once you’ve established a good article writing cadence, consider branching into video as well. Videos are a fantastic way to connect with clients and explain complex topics in a simple, visual way. Consider tutorials (e.g., “How to Brush Your Dog’s Teeth”), behind-the-scenes tours of your clinic, or introductions to your team. Videos are highly shareable and can humanize your practice, making clients feel more connected to you.
How to Organize Your Content Hub
Create a Dedicated Section: Make your content hub easy to find by adding a clear link in your main menu (e.g., “Pet Care Resources” or “Learn”).
Use Categories and Tags: Organize your content by topic, species, or life stage so clients can quickly find what they’re looking for.
Promote New Content: Share your latest articles or videos on social media, in email newsletters, and even in your clinic’s waiting room.
A content hub isn’t just a nice-to-have—it’s a powerful tool for building relationships with your clients. By providing valuable information, you’re showing pet parents that you care about their pets’ well-being, even when they’re not in your clinic. Plus, it keeps your website fresh and engaging, which is great for both clients and search engines.
6. Form Repository
Filling out forms is nobody’s favorite part of visiting the vet. But with a form repository on your website, you can make the process faster, easier, and less stressful for both your clients and your team. Think of it as a one-stop shop for all the paperwork pet parents need. Here’s how to set it up and make it work for you:
What to Include: Forms for pet registration, medical history, consent for treatment, surgery prep, dental cleanings, or behavioral consultations.
Why It’s Awesome: It reduces wait times and gives your team a head start on understanding the pet’s needs.
Pro Tip: Offer a downloadable PDF version for clients who prefer to print and fill out forms by hand, as well as an online version they can complete digitally.
How to Organize Your Form Repository
Create a Dedicated Page: Add a clear link in your main menu (e.g., “Forms” or “Client Resources”) so clients can easily find what they need.
Categorize Your Forms: Group forms by type (e.g., “New Patients,” “Appointments,” “Prescriptions”) to make navigation simple.
Keep It Secure: If forms collect sensitive information, make sure they’re hosted on a secure platform.
A well-organized form repository doesn’t just make life easier for your clients—it also saves your team time and reduces administrative headaches. By streamlining the paperwork process, you’re showing pet parents that you respect their time and care about their experience. Plus, it’s a small change that can make a big difference in how your practice is perceived.
Example form repository from Eco Deco Pet Hospital
7. Strong “About Us” Page
Every great "About Us" page starts with a great story. Why did you become a vet? What inspired you to open your practice? What sets your practice apart? Sharing your journey helps clients see the passion behind your work and creates an emotional connection. Write a brief but compelling narrative about your practice’s history, mission, and values. Keep it conversational, like you’re chatting with a friend over coffee.
On the same page, or on a separate page within the same section, introduce your team with photos, names, and a little background info. Highlight what makes each team member unique—whether it’s their expertise, their love for a specific type of animal, or a fun fact about their own pets. Keep the tone light and approachable, but don’t forget to include their credentials to build credibility. You might also add a “Meet the Team” video to bring your staff to life and show off your clinic’s friendly vibe.
Finally, your "About Us" page shouldn’t just inform—it should inspire action. End with a clear call-to-action that encourages visitors to take the next step, whether it’s booking an appointment, contacting you with questions, or following you on social media. Add a button or link that says something like “Schedule Your Visit” or “Meet Our Team in Person.” Keep the tone warm and inviting, like you’re personally welcoming them to your practice.
8. Service Section
Your service section is where pet parents go to learn about what you offer—but not all services are created equal. Some will be more popular, more searched for, or more unique to your practice. That’s where SEO research comes in. By understanding what potential clients are searching for, you can create service pages that attract the right audience and drive traffic to your site. Here’s how to do it:
How to Do SEO Research to Build a Service Section
Keyword research is the foundation of SEO. It helps you understand what terms pet parents are typing into Google when they’re looking for veterinary services. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant keywords. Start with broad terms like “veterinary services” or “pet care,” then drill down into specific services like “dog dental cleaning” or “cat vaccinations.”
Look for keywords with high search volume and low competition. These are the sweet spots where you can rank more easily.
Add your city or region to your keyword searches (e.g., “dog dental cleaning in [Your City]”). This helps you target pet parents who are close enough to visit your practice. Also, perform searches while you’re at your office for your keywords so you can see what local results come up.
Pro Tip: Create a Google My Business profile and optimize it with your services and location. This boosts your visibility in local search results.
Take a look at what other veterinary practices in your area are doing—and where they’re falling short. You can use tools like “Domain Overview” in SEMRush to view which keywords your competitors have attained.
Search for your competitors’ service pages and note which services they highlight. Are there any gaps or underserved topics? For example, if no one in your area is promoting “senior pet care,” that could be a great opportunity for you.
Prioritize High-Value Services
Not every service needs its own page. Focus on the ones that are most important to your practice and most relevant to your audience. Create dedicated pages for services that are highly searched, unique to your practice, or particularly profitable. For example, if “pet acupuncture” is a growing trend in your area and you offer it, give it its own page. Finally, group related services together (e.g., “Preventive Care” could include vaccinations, wellness exams, and parasite prevention) to keep your site organized.
Write for Both Clients and Search Engines
Once you’ve identified which services to highlight, it’s time to create content that appeals to both pet parents and search engines. Write clear, informative descriptions of each service, using your target keywords naturally. Explain what the service involves, why it’s important, and how it benefits the pet.
Pro Tips: Include FAQs, before-and-after photos, or client testimonials to make the page more engaging and trustworthy. Make sure your service pages are mobile-friendly and optimized for fast loading times. Use tools like Google PageSpeed Insights to identify and fix any issues.
By using SEO research to guide your service section, you’re not just guessing what clients want—you’re giving them exactly what they’re searching for. This helps you attract more traffic, convert more visitors into clients, and stand out from the competition. Plus, it shows pet parents that you’re a modern, tech-savvy practice that’s easy to find and easy to trust.
9. Testimonials
There’s no better way to build trust than by letting your happy clients speak for you. Testimonials are like word-of-mouth recommendations on steroids—they show potential clients that you’re not just talking the talk, you’re walking the walk. Collect testimonials from satisfied pet parents and display them prominently on your website. Include their name, photo (with permission), and a few details about their pet to make it personal.
Don’t just stick to text—add video testimonials for an extra layer of authenticity. And don’t forget to sprinkle these glowing reviews on your homepage, service pages, and even your Google Business profile!
10. Refill Requests
Life gets busy, and remembering to refill a pet’s medication can slip through the cracks. By offering a simple, streamlined refill request process on your website, you’re not just making life easier for your clients—you’re also ensuring their pets get the care they need without delay.
Add a dedicated “Request a Refill” button or form to your website. Make sure it’s easy to find, whether it’s in your main menu, utility menu, or patient portal. Include fields for the pet’s name, medication details, and pickup preferences (e.g., in-clinic or shipped). Bonus points if you set up automated email or text confirmations to let clients know when their refill is ready!
Things That Are Nice to Have on a Vet Website
While the essentials (like a strong menu, patient portal, and service pages) are non-negotiable, there are a few extra features that can really make your website stand out. These “nice-to-haves” can enhance the user experience, showcase your practice’s personality, and even boost client engagement.
An App
In a world where everyone’s glued to their phones, having a dedicated app for your practice can be a game-changer. An app can offer features like appointment scheduling, medication reminders, push notifications for promotions, and even access to your patient portal. It’s incredibly convenient for clients and keeps your practice top-of-mind. Plus, it shows you’re tech-savvy and forward-thinking.
Video Greetings
A video greeting is like rolling out the red carpet for your website visitors. It’s a chance to introduce yourself, share your practice’s vibe, and make a great first impression. It can be as simple as a short, friendly video on your homepage where you (or your team) welcome visitors, share your mission, and highlight what makes your practice special.
These videos humanize your practice and help potential clients feel connected to you before they even walk through the door. Keep it under a minute and make sure it’s professionally shot and well-lit. A shaky phone video won’t have the same impact!
Animations
Subtle animations can bring your website to life and make it more engaging without being distracting. Think of things like a wagging tail on your logo, a bouncing paw print, or a gentle fade-in effect as users scroll down the page. It adds a touch of whimsy and personality, which is especially fitting for a veterinary website. Plus, it can guide users’ attention to important elements. However, less is more when it comes to animations. Use them sparingly to avoid overwhelming visitors or slowing down your site.
Examples of Great Veterinary Website Design
The Schwarzman Animal Medical Center
Why we love it: A UX-supercharged mega menu at the top makes navigation easy for every type of visitor, from pet owners to veterinarians to the broader community. Plus, the handy utility menu helps visitors take immediate actions like making a donation or setting up a first-time visit.
BondVet
Why we love it: Expert information architecture for a multi-location practice. The menu navigation makes it easy for users to find the location they need, and the information architecture is perfectly crafted for search engines to identify locations and serve searchers with a page that’s unique to their area.
Eco Deco Pet Hospital
Why we love it: Inviting proprietary images combined with subtle animations create a welcoming homepage experience for the visitor. We also love that they have a clear call-to-action at the top of the page and an FAQ section to help visitors self-serve on their website.
Best Friends Animal Hospital
Why we love it: We’re not only drawn in by the fantastic human-and-pet-centered imagery, but we are also big fans of the use of a sticky menu up top that focuses on the most important actions that users can take on the website.
Ready to Transform Your Vet Website? Let’s Chat!
Your veterinary practice deserves a website that works as hard as you do—and that’s where The Content Docs comes in. From SEO-optimized service pages to eye-catching designs, we specialize in creating websites that attract clients, build trust, and grow your business. Whether you’re starting from scratch or need a site refresh, we’ve got the tools and expertise to make it happen. Ready to take the next step? Contact us today and let’s create a website that wows!
