At Tapir, we work with veterinary practices every day to refine their branding, strengthen their online presence, and connect with pet owners in meaningful ways. A strong brand isn’t just about having a good-looking logo or website—it’s about how people feel when they interact with your practice, both online and in person.
One of the biggest mistakes I see—something I often talk about in my lectures—is that practices invest in beautiful websites but stop short of fully developing their brand identity. Your practice is unique, and your branding should reflect that. Here are three actionable ways to strengthen your practice’s brand:
1. Hire a Photographer: Show Who You Really Are
Your website and social media presence are often a pet owner’s first impression of your practice. One of the best investments you can make is hiring a professional photographer to capture your team, your space, and the pets you care for.
This is something I bring up a lot when speaking to veterinary professionals. I can’t tell you how many times I see practices with stunning websites… but then they use stock photos of people and pets who have no connection to their clinic. That’s a huge missed opportunity.
Why is this so important?
✅ No one can replicate your team. Anyone can say they have a friendly, compassionate staff—but only you have your people. Professional, high-quality photos of your veterinarians, technicians, and client service reps help build trust before pet owners even walk through the door.
✅ Make sure cats are included. Too often, veterinary marketing heavily features dogs while neglecting cats. I mention this a lot in Q&As at conferences—if you’re not showing cats in your visuals, you’re missing an entire segment of your clientele.
✅ Represent all ages—pets and people. Many veterinary websites primarily show young pets and younger pet owners. AARP studies have shown that boomers feel left out of marketing, and I always emphasize that this applies to veterinary branding, too. If you’re only showing puppies and kittens, you’re unintentionally sending a message that older pets—and their owners—aren’t as important.
2. Invest in Strong Copy: Words Matter More Than You Think
Great visuals will get pet owners’ attention, but compelling content is what keeps them engaged. If your website, social media, or printed materials aren’t written with strategy and storytelling in mind, they won’t resonate.
This is something I answer questions about all the time—how do you make content engaging? Here’s my rule of thumb: If a copywriter or marketing agency doesn’t ask you thoughtful, compelling questions about your practice, they’re not going to produce compelling content.
Your practice has a unique personality, history, and mission. Make sure your content reflects that.
Ask yourself:
📌 Does my website copy sound like us?
📌 Is it engaging and not just a list of services?
📌 Does it make an emotional connection with pet owners?
I’ve worked with so many practices that had generic, templated content that could apply to any clinic. That’s a missed opportunity to differentiate yourself and build trust with pet owners before they ever step through your doors.
3. Optimize for SEO: Be Found When Pet Owners Search
Even the best branding won’t help if no one can find your practice online. That’s where Search Engine Optimization (SEO) comes in.
In nearly every workshop or lecture I give, someone asks about SEO—how to rank better on Google, why some practices show up first, and what they should be doing to improve their online visibility. The answer? SEO needs to be baked into your website from the start.
Some key SEO must-haves for veterinary websites:
🔹 Use relevant keywords like “veterinarian near me,” “animal hospital,” and terms related to your services.
🔹 Have clear, structured content with headings, bullet points, and easy-to-read text.
🔹 Optimize for local search by ensuring your Google Business Profile is up-to-date with accurate contact information, hours, and services.
🔹 Create educational content—Google loves helpful, relevant blog posts that answer common pet owner questions.
When branding and SEO work together, you’re not just building a strong visual identity—you’re making sure pet owners can find you, connect with you, and trust you before they even step through your doors.
Branding Is More Than a Logo—It’s a Strategy
At Tapir, we help veterinary practices build brands that truly reflect who they are. These are the same recommendations I give in my lectures, workshops, and Q&A sessions because I see the impact they make in real veterinary hospitals every day. Investing in professional photography, strong messaging, and SEO optimization can transform how pet owners see your practice—and how easily they can find you.
