Self-loving Veterinary Hospital Websites Don’t Attract Customers

0 Comments Posted by Alyssa Noonan in Marketing, Websites on Thursday, May 19th, 2011.

Websites have personalities, too. The way websites are written and designed makes an impression on the visitor. Does your veterinary hospital’s website show off a pleasant, friendly personality? Or is it a self-centered narcissist website? If the content of your site goes on endlessly about your hospital’s state of the art equipment, your technological superiority, your ability to perform cruciate ligament repair, you may have a narcissist veterinary hospital website.

There are people in the world who are so self-centered and self-absorbed that they can’t see past their own noses. They talk constantly about themselves and show no interest in others. If this person were your salesperson, you would be losing clients.

Visitors to your hospital’s website are looking for something, whether they want information, discounts, or to compare your practice with another. They want to know, “What’s in it for me?” Yes, clients want to bring their pets to a technologically-advanced animal hospital, but believe it or not, they are more concerned about the friendliness of the staff and the comfort of the waiting room. They want you to spend time explaining their pet’s health problems rather than talking about the high-tech instruments that led to your diagnosis.

Make Sure Your Website is Free of Ego

It’s as simple as this: Put your client and prospective client ahead of your practice. Before going live, have friends, relatives and clients read and comment about your website. Read your website yourself, as if you were a prospective client, and ask these questions:

1. Does it portray your place of business as welcoming, comfortable, clean and friendly?
2. Is it attractive to look at, with simple, uncluttered pages and easy navigation?
3. Does it offer you a reason to act—to cut a coupon, pick up the phone, or visit a Facebook page?
4. Does the content answer your clients’ most important questions?
5. Does the website support its claims with testimonials or links to local reviews?

If you are concerned that you have a narcissist, it’s time to get new content. Hire a good website design company that specializes in veterinary websites, and have it redesigned around the needs of your clients and prospects. Content that only strokes your practice’s ego is just propaganda, and will drive people away. An attractive, customer-focused website that answers visitors’ concerns will attract clients and increase profits.

Article Written and Copyright © by
Mark Feltz, DVM

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