Websites for veterinary practices
Vet practice websites that answer the 2am question and the fees question
People open a vet practice website at two very different moments: when they have just brought home a puppy and are choosing a practice, and when something is wrong and they need to know who to call right now. Most practice sites handle neither moment well, and both are where clients are won or lost.
- Price from
- £1,400
- Build time
- 14 working days
- Built by
- Coltura
- Growth Care™
- £149 a month
One-off, for a Growth Website of up to 6 pages.
From agreed direction to launch.
Our studio in Didsbury, Manchester.
Optional. Cancel any time, with a month’s notice.
How your customers choose
A new puppy is a planned choice. A poorly dog at 2am is not.
Owners choose a practice on distance and trust, and rarely switch once they have registered. So two moments matter more than any other: the evening an owner picks a practice for a new pet, and the night they need help fast.
When it is urgent
Something is wrong, right now
A frightened owner at night, phone in one hand and the animal in the other, does not read. They scan for a number they can tap and an address their maps app can open, and they ring the first one that looks right. Anything that slows that down, a cookie banner, a slider or a menu, costs them minutes.
When it is considered
Choosing a practice for a new pet
Owners compare two or three practices nearby. They look at what routine care costs, who the vets and nurses are, how far it is and where to park, and whether the practice belongs to a group. The practice that answers all of that without a phone call usually gets the registration, often the same evening.
What wins their trust, what loses it, and what they search for
What makes them trust you
- A night-time number that is right, on every page
- Prices for routine care, and an estimate before any treatment
- Vets and nurses named, with photos and their interests
- Ownership stated plainly, whether independent or part of a group
What makes them leave
- Having to hunt for the night-time number
- No prices anywhere, only “please call reception”
- A health plan described only as great value
- A team page showing vets who left a year ago
What they type into Google
- “vets near me”
- “emergency vet near me”
- “out of hours vet”
- “puppy vaccinations cost”
- “vet prices”
- “cat neutering cost”
- “pet health plan”
- “exotic vet near me”
Most searches are for a practice nearby or for help right now, and they end on the Google map. Searches for the cost of a common procedure are the ones a fees page of your own can answer first.
01 / 04
The out-of-hours number belongs on every page
The RCVS expects practices to take steps to provide 24-hour emergency first aid and pain relief, either themselves or through an arrangement with another provider. Owners do not know that, and at night they do not want to learn it. They want one line on whichever page they have landed on: who to call now, where that is, and roughly what an out-of-hours visit costs.
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If a separate emergency provider covers your nights, publish its details clearly. Name it, give its number and address, and explain that calling your own number will redirect. That line belongs in the header, or a fixed bar on mobile, rather than three taps deep on a contact page. Keep it current, because an out-of-date emergency number is the most damaging error a vet website can carry.
02 / 04
Fees and health plans: clear prices on the website
The Competition and Markets Authority's market investigation into vet services has put clear pricing at the centre, including a standard price list, with VAT, on the practice website and easy to find from the homepage. Check the CMA's current guidance for exactly what applies to your practice and when.
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Clients want to see more than a consultation fee: preventative care, prescription and dispensing fees, surgery, diagnostics and end-of-life care are the prices they ask about.
Health plans need the same openness: the services included, the monthly and annual price, what each service would cost on its own, how any saving is worked out, and how to cancel. Build the fees as a web page that is easy to update, because these figures will change.
03 / 04
Independent or part of a group? Say it plainly
Ownership is part of the same picture: clients increasingly want to know whether a practice belongs to a larger group. If you are a single independent practice, saying so plainly on the homepage helps, because ownership is something clients now ask about.
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Either way, clients respond to people more than slogans. Photos of the actual vets and nurses, with their names, RCVS registration and interests, tell a new client more than a paragraph about compassionate care ever will.
04 / 04
What a practice can and cannot promote
Medicines available only on prescription cannot be advertised to the public, and that covers POM-V and POM-VPS products and medicines used under the cascade. Many flea and worm treatments are POM-VPS, which catches out practices that promote a named product on their website or social media. Only products classed as NFA-VPS or AVM-GSL can be advertised to pet owners, so check a product's category before naming it, and otherwise talk about your parasite control plan and the consultation.
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A plain price list is different. The VMD treats a list that gives every product equal prominence as information rather than advertising, which is how the price list for parasite treatments sits alongside the ban.
The RCVS also limits who can be described as a specialist or an advanced practitioner to those on its lists. A vet with a strong interest in dermatology or dentistry can say so, with their training, without the title. And the CAP rules apply to any claims about outcomes, so avoid promising how a treatment will work for a particular animal.
What the website needs
The vet practice site, page by page
Two moments decide it: the emergency and the new registration. Every page carries the first, and the rest of the site makes the second easy, with the prices one click from the homepage.
Emergency and out of hours. The full arrangement in one place, linked from the bar that sits on every page.
Homepage. Opening hours, registering a new pet, a link to fees, and who owns the practice, with the night-time number above everything.
Register a new pet. A form asking for the owner, species, breed, age, microchip number and previous practice, with the first appointment explained beside it.
Fees and health plans. The standard price list and full plan details, kept current.
The team. Vets and nurses with photos, registration details and interests.
About, ownership and complaints. Who owns the practice, how to raise a complaint, and what happens next.
The enquiry route, and what to leave out
The enquiry route
From a new puppy to a booked first appointment
- The owner reads the fees, the health plan and the first vaccinations page in the evening.
- They register online with the details reception actually needs.
- The confirmation says when the practice will be in touch and what to bring to the first visit.
- Emergencies bypass all of it: the out-of-hours line sits on every page.
Leave it out
What not to put on the site
- A slider or video above the night-time number
- Stock photos of animals that are not your patients
- Opening hours that disagree with your Google listing
- Health plan terms hidden in a download
Proof and credentials
What owners can check for themselves
The rules on prices, ownership and medicines are covered above. These are the things an owner can look up, and showing them saves the question.
What to show, item by item
- RCVS registration
- Veterinary surgeons must be registered with the RCVS to practise in the UK, and owners can look any vet up on the RCVS register. A link beside each name lets them.
- Registered veterinary nurses
- Nurses on the RCVS register can use the letters RVN. Showing them tells owners who is qualified to care for their animal.
- Practice Standards Scheme
- If your practice is accredited under the RCVS's voluntary Practice Standards Scheme, say so, and explain in a sentence what it means for the owner.
- A complaints route
- Publish a written complaints process on the website. Say who to contact, and that the Veterinary Client Mediation Service can help if a complaint cannot be settled with the practice.
The standard of build
There is no demonstration site for a vet practice, and one borrowed from another sector would not tell you much. Every site is designed and built from scratch around the business, works properly on a phone and is yours outright. If you want to see the standard of build first, three demonstration sites for invented businesses, a roofer, a dental practice and a wine bar, are on the examples page.
See the demonstration sitesIn our clients’ words
What our clients say.
Questions
The questions vets ask.
How should a vet practice reply to a negative review after a pet has died?
Slowly and kindly. Acknowledge the loss, avoid defending clinical decisions in public, and never share details of the animal's treatment. Offer a direct conversation with a named person at the practice. People reading your reviews judge the practice by how it treats a grieving owner far more than by the complaint itself, so a brief, humane reply matters more than a detailed rebuttal.
Should each branch of a practice have its own website?
Usually not. One website with a page for each branch keeps reviews, links and search visibility together, while each branch page carries its own hours, team and directions and matches that branch's Google listing. Separate websites make sense only for branches run as genuinely separate businesses.
Do independent vets need Google Ads?
Most do not for general practice, since local map results and reviews largely decide where nearby owners go. Adverts can make sense when opening a new branch, launching a service such as an exotics clinic, or promoting a health plan, provided each advert goes to its own page and the registrations it produces are tracked. Get the website and your Business Profile right first.
The offer in brief
Five answers that are the same for every business we build for. Open any of them.
What does it cost, and what is included?
Growth Websites start at £1,400, one-off, for a complete rebuild of up to 6 pages with setup included. A larger site is the Signature Website, at £3,500. Up to six pages, which for a vet practice usually means a homepage with the night-time number on every page, online registration, a fees and health plans page, a team page, an about page and a contact page. Your Google Business Profile is set up for each site, and registrations and calls are tracked.
All nine parts are included:
- Growth Audit
- Offer and Messaging Rebuild
- Complete Website Rebuild
- Conversion Optimisation
- Local Search Foundation
- AI Search Readiness
- Conversion Tracking
- Performance Optimisation
- Launch Support
How long does it take, and what do you need from me?
About 14 working days from agreed direction to launch. You watch the real site take shape on a private link, with one round of considered changes before launch. What we need from you: your out-of-hours arrangement, your full price list and health plan details, the team with their RCVS details and interests, and the hours and photos for each branch. Beyond that, about half an hour on the phone; we write the copy.
Who builds it?
Coltura, an independent digital studio in Didsbury, Manchester. We do every audit and every build in-house, so you deal directly with the studio doing the work. We take on a limited number of builds at once, which is why there is sometimes a short wait before a build starts.
Do I have to pay every month?
No. Growth Care is £149 a month if you want it, and entirely optional. It covers hosting and security, monitoring, content changes within a fair monthly allowance, a plain-English monthly report, a quarterly conversion review and messaging us directly. Cancel any time, with a month's notice. You are also free to host the site yourself.
What if it is not right for us?
The audit and the direction come before you commit. If the plan is the wrong fit for your business, you can walk away and keep the audit. You own the site, the domain and the content outright, and after launch anything that does not work the way it was built to work is fixed at no charge for 30 days.
Where to next
Also for vets:
Related trades we build for:
Next steps
Find out what your website is costing you.
Ask for the free Growth Audit of your current site. Then open it on a phone at any page other than the homepage and count the taps it takes to find the out-of-hours number, and then the price list. The prices should be one click from the homepage; the night-time number should be closer still.
Done by hand and back within 48 hours. You can have it without a phone call.
Or ring us on 07958 394808Or start on your own
- Instant website check: one page checked, with the evidence for each finding.
- Revenue leak calculator: what more enquiries would be worth, worked out from your own numbers.