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Potential New Client : Veterinary For Cats Only

Discussion in 'Black Hat SEO' started by lolseo, Aug 12, 2016.

  1. lolseo

    lolseo Power Member

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    Hi guys

    I have a potential new client coming up. Its a lead thats coming into us - i've never met with them and have only just been told about the lead.

    They are a vet practice that treats cats only. So basically a cat clinic.

    They're based in a big city - for arguments sake lets say London. Budget is likely $1000 a month.

    They are undergoing a web redesign from a web agency. They are trying to portray the following in their new website

    • Who we are & why we're different to the competition
    • Care from birth to retirement for cats
    The goal of their website is to gain leads for appointments and allow existing customers carry out online booking.

    My initial ideas would be the basics

    Keyword research
    Optimise onsite
    Local optimisation

    Outside of this - maybe for those who have had similar clients, any ideas that would build up off site activity, the type of content to feature on site and what you would do for the client?

    More information i've received is below - thanks in advance all.

    Target market
    Young high income professionals
    middle age high income families

    Aswell as being a normal "cat vet" they also want to offer a programme that looks after a cat from the birth to death.

    They have identified 3 competitors within about a 1.5 mile radius that are all owned by large corporate groups. From the description i've been given it sounds like these are are more vet practices. The closest practice that specialises in just cats is about 12 miles away.
     
  2. lolseo

    lolseo Power Member

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    Bringing this one up
     
  3. Unreliable Witness

    Unreliable Witness Regular Member

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    I would think about how customers would interact with the client. The ultimate goal is sales as a result of web leads, not traffic.

    Local optimisation will be key. If you had a sick cat, how far would you travel to a specialist? In London, you might take the tube, but in a city like Manchester, private transport might be the only real option if travelling with a cat, and therefore clients are more likely to be local.

    So you need to make sure local searches return the client.

    Content itself is only really useful if it attracts links (or you can build links to it). So I would make sure that there are a couple of evergreen articles on the site that can be linked to quite naturally (such as what to do if...) then use blog outreach to build links to them. You could also use web 2.0 buffers.

    I wouldn't use social networking as heavily because it isn't the medium someone will turn to if their cat is ill.

    If you are looking at other forms of marketing, word of mouth might be good. One way to encourage referrals is for the practice to e-mail the client after the first visit and offer an incentive (to the existing client) if a promotion (to new clients) is passed on. The existing client will feel like he is doing his friends a favour by telling them about it. This might be where social media could be used.

    Another random thought - think about how you can get into school groups. Parents in the playground often will recommend local services to each other. For example, could the practice come into local schools and give talks on how to look after cats and other pets?
     
    • Thanks Thanks x 1