A small animal veterinarian is a professional who is licensed to diagnose and treat a variety of species. They will have studied for several years to gain this status and will exude confidence in their abilities to assist their patients.

But to the elderly man standing in your reception clutching his pet dog you are just the man/woman that will make his friend better.

Your first task is to establish a human connection with this client. You do not have to remain formal to be professional. It is possible to become one person speaking to another on a human level and break through the barriers that divide. this is how most vets will interact on a face-to-face level, so why is it that when they move to the online world that they suddenly become cold and formal?

 

Online Communication

I know that many vets have mixed feelings about the Internet and have experienced the Internet expert who has diagnosed their pet, from dubious websites, before they even arrive at the surgery. Or, even worse, they treat their pet without ever coming to the surgery.

Hold there a moment.

We have to ask ourselves why they search out these websites to help their pet. If they come to your surgery, they see you as the man/woman who will save his friend. Does your online presence portray the same image, or is it a cold, formal, businesslike, functional, facade?

Remember 97% of people have searched online for a local business, and 88% of those who visited who land on a local website will call or visit the premises within 24 hours. Ensure that web visitors see you as the person who is going to help their pet and who will talk to them as a person.

In a recent post, I talked about communication in a face-to-face situation. Most of what I said in that article applies equally well online.

 

Break down that barriers with your reader

Instead of just listing your opening hours, location, and names of personnel; answer a couple of the most common questions you get and break down that barrier with the reader. Explain what a particular condition is and then move on in a friendly tone to say that diagnosis can only be accurately made when you see the animal in person.

In one swoop you will have shown by your language that you are a caring professional and encouraged the client to visit you but also explained that the dubious websites are not such a good solution as they never see the animal in real life.