Get More Online Appointments

For your animal hospital

Overview

Veterinary costs are increasing, but the customer pool for veterinarians is shrinking. Brookhurst Animal Medical Center (BAMC), a local family veterinary clinic in Anaheim, was no stranger to rising prices with lower and lower rates of customer traffic. However, they had many attributes that make a great veterinary clinic. These included

  • The clinic serving Anaheim for over 10 years
  • 2 seasons of a National Geographic special starring Dr. Lopez
  • Over 20 years of experience by Dr. Lopez
  • Ability to treat a wide variety of animals including exotics
  • Affordable pricing as compared to hospitals and the big chains

Despite these strengths, Brookhurst Animal Medical Center still had trouble converting this to any online success. As a result, their sales and customer traffic took a hit. They struggled to attract new customers.

That is where The Search Business Group came into the picture. By sitting down with the management of Brookhurst Animal Medical Center, we could clearly see that the clinic needed help with their website and online marketing. By conducting a focused campaign of creating a better, more powerful website, while conducting search engine optimization, we were able to help Brookhurst Animal Medical Center see one of its best years ever!

What We Exactly Did to Get Brookhurst Animal Medical Center More Patients

To ensure the most success, it was important to take inventory of all the assets that the company had. Rather than trying little simple fixes, we carefully crafted a strategy that properly utilized all the company’s strengths and also leveraged the Search Business Group’s Expertise

  1. Increased Google rankings from the 20th page to 1st page
  2. Creating a Website that Clients Love to Use!
  3. Increase in Yelp Reviews by 188% from 2015 to 2016

1. Increased Google rankings from the 20th page to the 1st page!

First, we analyzed what keywords most patients were using to find Veterinarians in Anaheim

Currently the 2 powerhouse search engines used by pet owners to find veterinarians are Google and Yelp. In this particular portion of the study we will focus on Google as we’ll be discussing Yelp later on. For search terms most important to veterinarians, Brookhurst Animal Medical Center was not appearing on Google. These included terms/keywords like:

  • “Vets in Anaheim”
  • “Veterinarians in Anaheim”
  • “Animal Hospital in Anaheim”
  • “Pet Hospital in Anaheim”
  • “Emergency Vet in Anaheim”

We looked at 20 different search keyword phrases (like the ones above) relevant to Veterinarians in the city of Anaheim. In all 20, Brookhurst Animal Medical Center could not be found in the first 20 pages of Google search results.

Knowing BAMC ranked past the 20th page, we started implementing SEO strategies

Obviously ranking past the 20th page of Google is not great for a website. Just by using your own experience, many users do not ever come eve close to getting to the 20th page. These bad rankings were a combination of many factors. First of all the clinic was not listed in many major databases across the web. These include databases like Google, Yelp, Yahoo, Mapquest, etc. Secondly, the website that the clinic did have had a lack of on site SEO work done and lastly, there was little to no links pointing to the website.

At the end of the day, the point of the case study isn’t to talk about the technical aspects. The point is, Brookhurst Animal Medical Center was not ranking and needed some help!

Work was done to immediately ensure that Brookhurst Animal Medical Center to fix all the issues that we mentioned above. We properly listed the clinic on all major databases across the internet. This included ensuring that the business name, address, phone number and website were all listed correctly. Once complete we moved on to on-site SEO tag implementation and heavy duty link building.

Link building was arguably the most effective part of our strategy. By conducting link exploration and deep research into the veterinary and pet ownership sections of the internet, the team was able to execute outreach efforts and finally acquire links to increase the authority of the website. Through these efforts we were able to establish connections with veterinary and animal enthusiast blogs, veterinary associations and complimentary businesses in the pet ownership space.

Get More Online Appointments

For your animal hospital

In a matter of months Brookhurst Animal Medical Center’s website was ranking on the 1st page of Google search results

Brookhurst Animal Medical Center Google Rankings

Increased Google rankings meant more appointments!

The increased Google Rankings had a direct impact in terms of web traffic and also the number of customers the clinic was seeing.

bmac-web-visits-2016

Web visits for Brookhurst Animal Medical grow every month an average of 34%. Web visits from the start of the relationship between Brookhurst Animal Medical Center and the Search Business Group saw web visits grow an average of 34% month to month. As rankings continue to increase for more keywords, Brookhurst Animal Medical Center continues to see growth in visits to the website. To put it in actual numbers, Brookhurst Animal Medical Center had a little over 200 visitors to its website, but by December the clinic had over 1000 visitors.

34%
WEB VISITS

By utilizing the ability to allow Brookhurst Animal Medical Center to take online appointment requests, we have been able to help track the site’s online conversions. Conversions for Brookhurst Animal Medical Center is defined as visitors who book an appointment with the clinic through the website’s online appointment request page. In the span of 8 months, Brookhurst Animal Medical Center has received 46 online appointments. In addition, unlike most leads, online appointments are guaranteed sales as the customer is setting an appointment to come in to have at least a physical exam for their pet.

Of course, these metrics do not count the amount of visitors that come to the website and decide to walk in to the clinic. There is still no sure way to be able to track how many visitors come to the website and decide to come into the clinic. However, like we said, the clinic has received so many customers that the head veterinarian bought himself a new Ford F-150 and gave staff members raises!

0
ONLINE APPOINTMENTS BOOKED IN 8 MONTHS PERIOD

2. Creating a website that client love to use!

We had a veterinary clinic that had two websites and no rankings.

When we arrived on the scene to help BAMC with its online reputation, we found a website that was outdated. The website was a basic html site that looked as if it had been designed in the late 90’s or early 2000’s. Not only was the website not discoverable on Google, the website was outdated and not user friendly. Sadly, we do not have records of the website any longer.

While beginning the web design project, we also found that there was a 2nd website for Brookhurst Animal Medical Center. The website was made on Weebly. Though visually beautiful, the site lacked major functionality. These included an inability to book an appointment, lack of information about specific animals treated, in addition to information about emergencies. The goal here was then to start putting everything. With 2 websites of information, our team got to work designing a website that wasn’t just visually appealing, but one that would also rank well on Google and help the clinic attract more customers.

First thing’s First, We Had To Do A Little Rebranding

Before we could build the site, we did have one major obstacle to get past. Brookhurst Animal Medical Center never had the luxury of a design team to create a consistent brand and much of their material was not consistent.

Get More Online Appointments

For your animal hospital

Before:

OLD LOGO

old-bamc-logo

OUTDOOR SIGN

old-sign

When we look at the designs for BAMC, we can see that there are some obvious issues:

Inconsistency: You can see from the marketing material that though they individually look fine, they lack consistency. In each piece of marketing material, different fonts, images, colors, etc were used. If a consumer came across the material, they would not be able to tell that the pieces all came from the same company.
Lack of Company Branding: Though Brookhurst Animal Medical had a logo, it was not used in many pieces of company material. As you can see on the “Emergency” sign, the business card and the business cards, the logo is nowhere to be found. In addition, the logo does not follow the same color scheme as the marketing material.
Out of Date: With the exclusion of the “Emergency” sign, many of the marketing materials feature out of date design themes. Looking at the logo, business card and trifold, you can see that the designs utilized 90’s style of designs. This poses a huge problem as the clinic provided health services and many consumers equate a clinic’s branding with the quality of service.

Knowing this, we made some updates…

Having no consistent brand or really any base to go off of, we had to create a new brand for the clinic before we could build the site. Therefore we developed the material below.

After:

Logo

brookhurst-animal-center-logo

Business Card

Veterinarian-business-card-design-front

Online Coupon

coupon

With the material above you can clearly see we fixed many of the issues that BAMC had before. The business card and the coupon were clearly from the same company and the use of colors was consistent. By having a unified brand, our team could move forward with creating the website.

Crafting a website that animal enthusiasts and pet owners would love to use

In a little over a month of working with Brookhurst Animal Medical Center, we were able to get the first phase of the website complete. In the image below you can see the first phase of the website.

WEBSITE

veterinarian-website-sample

In a little over a month of working with Brookhurst Animal Medical Center, we were able to get the first phase of the website complete. In the image below you can see the first phase of the website.

Some key points to note with the improved website include:

Easy to Reach Contact Information: Many times business information can be hard to find. When users are looking through a website to determine whether or not they will go in, they will hesitate. With the phone number and email conveniently at the top of the website, users can quickly contact the clinic for more information.

Emergency Page: Going through websites to see if a veterinarian is open during times of emergency can be an extremely stressful situation for pet owners. While working with Brookhurst Animal Medical they expressed their emphasis on treating emergency cases. By creating a clear, easy to see red button with emergency, users could quickly get all the information they needed.

EMERGENCY PAGE

emergency-brookhurst

Booking Online Appointments: Many users want to get all of their tasks done in one sitting while at their computer. To have to send an email, pick up a phone or visit the clinic is inconvenient. In addition, for many websites it can be extremely difficult to tell how many customers are coming in because of the website. By adding an Appointment form on the website, visitors could start booking appointments online while also allowing the clinic to see how many visitors could directly be attributed to the website.

BOOKING ONLINE APPOINTMENTS SYSTEM

Veterinarian-Website-Online-Appointments

How the website continually grew in size and functionality

After the initial publishing of the website, the website didn’t stop there. We continued to create more and more pages and functionality to continually make the website stronger. Within a couple of months Brookhurst Animal Medical Center featured the following:

Animal Specific Pages: Many consumers can have a difficult time knowing if their local veterinarians will treat animals beyond dogs and cats. On top of that, many consumers worry about finding a veterinarian that truly can do a good job treating these species. With Brookhurst Animal Medial Center’s website we alleviated consumer hesitation by creating unique pages filled with thorough relevant content for specific species of animals. These include Mini Pigs, Guinea Pigs, Birds, etc.

Spanish Translation: With BAMC being located in Anaheim, there is a high density of users who are Spanish speakers. By creating a Spanish version of the website, we opened the potential for an ever wider market by catering to those Spanish only pet owners.

Email Follow Ups: What often happens for businesses is that their online reputation can be a poor representation of their actual client base. Many times mediums like Yelp become a place where only the angry customer leave reviews. The happy customers get overlooked. However by pushing happy customers a little, businesses can get more reviews from their regulars. By implementing an email system, consumers were thanked for their reviews, while also being prompted to leave a review.

ANIMAL SPECIFIC PAGES

dog-page

Get More Online Appointments

For your animal hospital

3. Brookhurst Animal Medical Center’s rate of Yelp increase 188% and Yelp Views by 120%!

When joining together with Brookhurst Animal Medical Center the clinic had a good reputation on Yelp, however the clinic didn’t have very many reviews. The clinic had been open for over 10 years, but on their Yelp account they only had 29 reviews. Riding the momentum of the increased Google rankings, Brookhurst Animal Medical Center began to see more reviews!

In fact, Brookhurst Animal Medical Center received so many more reviews that in the year 2016 the clinic received the equivalent to the last 5 years of Yelp reviews.

To be exact, from 2011 to 2015, the clinic received a total of 26 reviews. In 2016, the clinic received 26 just that year. Clearly once the search engine optimization began, the increase in rankings increased the amount of reviews for Yelp as well. And like we said, when we look at the rate of growth for Yelp reviews from 2015 to 2016, reviews increased by 188%.

Visits to the Brookhurst Animal Medical Center almost doubled

This increase in reviews also led to much higher rates of traffic for Yelp as well. When pulling a report from Yelp for the year 2015 and 2016 we can see that the activity on the page almost doubled.

When joining together with Brookhurst Animal Medical Center the clinic had a good reputation on Yelp, however the clinic didn’t have very many reviews. The clinic had been open for over 10 years, but on their Yelp account they only had 29 reviews. Riding the momentum of the increased Google rankings, Brookhurst Animal Medical Center began to see more reviews!

2010 to 2016 Yelp Reviews

  • Yelp Reviews

Visits to the Brookhurst Animal Medical Center almost doubled

This increase in reviews also led to much higher rates of traffic for Yelp as well. When pulling a report from Yelp for the year 2015 and 2016 we can see that the activity on the page almost doubled.

2015 and 2016 Yelp Activity Comparation Chart

  • 2015 Yelp Views
  • 2016 Yelp Views

As you can see in 2016, the Yelp views more than doubled from 2015. To be specific, Yelp activities grew by 120%. Note that we start the table in April because that is when The Search Business Group began its working relationship with Brookhurst Animal Medical Center.

2015 vs 2016 Yelp Activity Comparison Chart

  • 2015
  • 2016

As you can see, with a powerful, beautiful site combined with a strong search engine optimization strategy Yelp activity also benefited. With Yelp and Google now both doing so well, the clinic’s momentum continues to increase as rankings continually improve closer and closer to the first spot.

WE’RE SERIOUS ABOUT HELPING VETERINARIANS LIKE YOU

Every great idea start with a conversation. Let’s have an introduction conversation about how we can help you Animal Hospital