Written by the people doing the work.
AI and Vet Med · May 27, 2026
Google AI calls are reaching veterinary front desks. Learn why your answers may be compared with other clinics and how your team should respond.
Read the pieceVet Call Insights finds the callers your veterinary practice is losing on the phone and hands your front desk a daily callback list. Here's how it works.
Google's new AI Search features may change how pet owners find veterinary practices. Learn what to update on your website so Google can understand your services, pricing, availability, and booking options.
Pet owners are building their own care layer around the clinic. Vet teams can shape it into trust by designing for participation, not just consent.
Most veterinary websites still aren't built for AI search, even as pet owners shift to ChatGPT and Claude. Here's what to change on your website now.
What Chewy's acquisition of Modern Animal actually means for independent veterinary practices.
The UK just mandated vet pricing transparency. Here's what the CMA found, why US independent practices should care, and what our own data shows.
New research confirms that clinical context gathered before the visit changes outcomes. Here's what the data says, and how to make it happen.
AI Is creating a new path to your front desk and most veterinary practices are missing it.
Veterinary downturns are real—but so are the opportunities. Learn how to bring in more clients, boost revenue, and adapt your practice in 2025.
Learn how to define your audience and start attracting right-fit customers, not wrong ones.
Missed context leads to missed care. Discover how Spotlight helps veterinary teams collect complete patient histories and deliver contextualized care.
Former IDEXX CEO Jon Ayers joins The Veterinary AI Brief podcast to discuss how artificial intelligence is transforming vet med.
Veterinary medicine is changing fast. Learn how AI will reshape pricing, client expectations, and corporate competition.
Introducing Spotlight, a digital check-in for vets. 80% completion, 5–12 minutes saved per appointment, summaries written into your PIMS.
Veterinary practices can’t outcompete Google for health advice. Learn how bespoke, distributed client education builds trust and boosts SEO.
Since 93% of internet traffic is filtered through search engines, regular blog posts can improve your search engine optimization (SEO) and send more prospective clients your way. Blogs also can be used as an educational tool to keep your current clients engaged and establish your role as the pet expert.…
Most veterinary practice websites look the same, with similar functionality and largely the same voice. But, veterinary practices are not all the same, and your website should reflect what makes you and your team unique. At Digital Empathy, we understand that a truly effective website will answer the client question,…
Credentialed veterinary technicians are educated, skilled veterinary team members—yet they have been historically underutilized, underpaid, and plagued with burnout and compassion fatigue. These team members have always been difficult to come by, but a recent surge in veterinary growth, combined with pandemic woes, has left fewer technicians and skyrocketing demand. …
Successful marketing strategies can help you get clients in the door, but what turns them into your best clients? Clients who feel a personal connection with their veterinary team more likely will trust their recommendations, default to their expertise instead of Dr. Google, and return with their pets year after…
When we started our practice with a small team, training wasn’t a problem. But, as we grew, we realized that our traditional mentor-style, staff-led training was problematic. For one, not every staff member shared a similar learning style and they didn’t always respond well to individual training strategies. We were…
What happens when you have a great relationship with a client? They trust you. There isn’t skepticism or cynicism when you recommend diagnostics or treatment. They work collaboratively with you and your team to make the right decisions and to care for their pet the best way they can. They…
Many veterinary website companies have highly effective and polished sales pitches. But a good sales pitch isn’t a great predictor of ability, insight and earnestness in web design. In order to effectively choose your next website partner, it is important to know the right questions to ask. These shouldn’t be…
We hear this question a lot from veterinarians, so if you’re asking it, you’re definitely not alone. But here’s the good news: the reason is almost always fairly simple. In this article, we will address this issue head on. You’ll learn the fundamentals of what’s going wrong, and you’ll get…
Our team here at Digital Empathy gets asked that all the time. In this post, I’m going to lay out the fundamentals of a sales funnel. Why? It is the foundation of any realistic growth strategy for a business, and it applies directly to your veterinary practice. The Buyer's Journey…
We talk a lot about buyer’s journeys at Digital Empathy. The buyer’s journey is the path that a prospective client takes to find their veterinarian. Buyer's journeys change – ten years ago (and beyond), they usually involved referrals from friends, paper directories, etc. But the internet has disrupted that –…
We’re all about helping veterinary practices grow in a smart and predictable way. We find the best way of doing that is by helping you think clearly about the specific obstacles between your practice and its growth goals. Time and time again, we find that there is one concept that…
If your veterinary practice is struggling to achieve its growth goals, know that you are definitely not alone. We talk with quite a few veterinary practices who are flummoxed because they devote all of their energy into providing the very best veterinary medicine they can, but despite their efforts, fail…
Many veterinarians who we speak with are frustrated – they pour their heart and soul into practicing the best medicine they can, but they struggle to achieve their business goals. Fortunately, the diagnosis for this is relatively straight forward: the reason is typically that other local practices have become more…
Your veterinary website should have a clear purpose: turn users into actual clients. The inherent difficulty in this is that relationships are much more difficult to start online, because it’s so far removed from a natural interaction with you. But while most veterinarians choose to ignore this problem, we are…
You actually already have a sales funnel. Fundamentally, there are two kinds. The first is a sales funnel that is unconsciously constructed and relies on luck. With this kind of sales funnel, a veterinary practice is usually confused as to why they just can't seem to grow, even though they're…
Your website has an enormous job to do: generate as many new client relationships as possible. Because online search is now the primary way that people find veterinarians (and other local businesses), making your website more effective is a tremendous opportunity to help your practice flourish. In this article, you…
You shouldn’t mind being wrong. What you should mind is being wrong and not having a way to find out. Your website’s performance is one of the most important factors for your veterinary practice’s ability to attract new clients. Fortunately for you, digital marketing is inherently rich in data. In…
Your digital marketing strategy should be judged by how effective it is in driving real business growth. Primarily, there are two steps to doing this: drive more traffic to your website, and convert more website visits into client visits. Today, we’re going to talk about SEO (option 1). In this…
A “bounce” occurs when a user leaves your website without taking an action – such as clicking on another page or an appointment request. High bounce rates mean poor conversion rates and steep SEO penalties. In this article, you’ll learn what makes a user bounce, what a good “bounce rate”…
Many veterinarians become frustrated about a stagnating practice - especially when they pour their heart and soul into being the best veterinarian they can be. But while providing great veterinary care is the most important thing you can do for animals inside your hospital, it is simply not the greatest…
Relationships now begin online – meaning your veterinary website is one of the most important marketing opportunities that your practice has. What matters is that you have an effective, smart and well executed digital strategy. In this article we are going to help you lay the foundation of that digital…
A veterinary website is a tool for the business – and like all business tools it should be evaluated primarily for its return on investment. In this article, we are going to guide you through the process of determining expected costs for your veterinary website’s development, and will give you…
In our line of work, we look at a lot of veterinary websites. A lot. And when you look at so many veterinary websites, certain patterns begin to emerge that are important to understand. We have discovered that the most important mistake that the veterinary website companies routinely make (and…
It’s highly likely that more than half of the user traffic on your veterinary website comes through a smartphone. Mobile usage is exploding, and with it comes a unique opportunity to drive more business to your animal hospital. In this article, you’ll learn about the basic principles of good mobile…
The most important ability in web design is thinking from the user’s perspective. Your veterinary website will be most successful at converting users into actual hospital visitors when you’re able to be sensitive to these needs and to build an environment that best satisfies them. In this article, you’re going…
Effective SEO is about driving more pet owners from the search engines to your animal hospital’s website. This is massively valuable for your business, because with good SEO and a focus on conversion, your veterinary clinic will enjoy a considerable increase in actual business. In this article, you’re going to…
There has quietly been an explosion of interest about UX in web design. UX means “user experience” and signifies a shift in how we measure the ability of a website. It is becoming very obvious that your website’s UX has a direct and considerable impact on your hospital’s bottom line. In…
Conversion means an action taken on your website, such as a phone call or appointment request. Structuring your website to be conversion optimized is one of the most powerful (and simple!) ways to help your animal hospital grow and help more pets. In this article, you’ll learn practical tips that…
Many animal hospitals struggle with whether to invest in a custom veterinary website or to purchase a less expensive template website. In this article, we’re going to equip you with a few basic and powerful ideas to guide your decision making process, and point you to a conclusion that will…
AdWords (also known as “PPC” or “CPC”) has become a very popular digital marketing tool for veterinarians recently, and for good reason. If used strategically, it can offer immediate and sizable increases in business. However, often times veterinarians (and even companies!) won’t take a measured and scientific approach, and it…
“Every once in a while, a revolutionary product comes along that changes everything.” That was Steve Jobs’ introduction to the iPhone about 8 years ago. It has proven prophetic. Smartphones have changed everything - from the way we connect with people and businesses, to the way we consume the information…
Most veterinarians understand that their search engine visibility is intimately tied with the amount of traffic on their website. However, the internet marketing industry has done a very poor job educating veterinarians as to what SEO really is. SEO has become more of a buzzword than a scientifically explored topic.…
A very long time ago, humans would sit around campfires and tell stories about the stars and their lives. Ever since, we have been creatures yearning for great stories. Storytelling bonds us together. Our brains are wired to be much more interested in narratives than facts. In this article, you're going to…
One of the most important things a veterinary website can do is inspire trust in the website visitor. In this article, we will explore why “designing for trust” is important, and show you concrete steps you can take right now to make your veterinary website design remarkably effective at opening…
Great veterinary website design is about turning a website visitor into a clinic visitor. In this article, we will teach you a few basic ideas on how to approach your website’s design scientifically and with remarkable simplicity. Design has just as much to do with psychology as it does computers.…
Your Veterinary website is now where people open their relationship with you. Because of this, your website’s design is crucial. You’re about to learn 3 simple rules that will make your veterinary website wonderfully effective! Rule #1: CONVERSION IS KING The job of your veterinary website is to turn a…
You're about to learn why content marketing is such a powerful tool in your veterinary website and marketing strategy. To do this well, it helps to begin with a story. In 1838, a young blacksmith named John left his home in Vermont to find fortune in the west. He set…
“Anti” is a divisive word. We mean it to be. Internet Marketing is in something of a dark age: superstitions and buzzwords are more popular than science. Almost everything about the way the status quo approaches their business should change. Our industry's purpose should be to help you help more…
With Facebook your veterinary clinic has an unprecedented reach into your clients' peer networks. Your goal is to get as many of their pet owning friends thinking about your animal hospital as possible. This is a powerful opportunity if your methods are thoughtful and strategic. When a follower likes, comments on or shares…
The website isn’t what’s important- it’s the response it creates in the audience that matters. To get more clients for your veterinary clinic through the website, it helps to understand some basic science about how we make decisions. Surprisingly, the logical part of the brain (the Neocortex) does not control…
On April 21st 2015, the competitive landscape quietly shook for millions of small businesses. The change is the reaction to a tipping point in human behavior. And from this day on, if your website is not mobile-optimized, you will be effectively hidden from the majority of those who would look.…
The purpose of SEO is to draw as much traffic and attention to your veterinary clinic’s website as possible. Many people talk about SEO like it’s a black box, but it’s actually pretty simple to understand. Google (and other search engines) essentially look for two things: relevance and authority. This…
The most valuable purpose of your website is to bring as many clients to your veterinary clinic as possible. This is commonly referred to as a “conversion-oriented website.” The website is structured to influence the visitor to “convert” to some action (such as an appointment request or a phone call).…
We now find our veterinarians online, but we look for the same things that we always have in forming new relationships. We want to find someone who shares our most deeply held values. We want to find someone we can trust. This is the only way to explain the hyper-growth…
For a long time, the subject of marketing has been (at the very least) a faux pas in veterinary circles. The ethos is to focus on providing quality medical care; the business will take care of itself. While those who taught this idea no doubt had good intentions, the principle…
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