Case Study

From startup to sale: How Wellfarm Veterinary Consultants’ refreshed brand, website design, and digital reputation helped them draw in leads and prepare to be sold to a national brand.

Opportunity

Offering a premier farm animal veterinary practice, Wellfarm Veterinary Consultants wanted a fresh brand identity and digital presence to distinguish each branch of the business. The practice was ready for a fresh, mobile-responsive website and comprehensive content marketing, lead generation, and client engagement strategy.

Image: Screenshot from original Wellfarm website.

Our Solution

Initially, we embarked on an extensive analysis, investigating both competitor dynamics and relevant keywords to ensure a robust foundation for the project. Following this research phase, we crafted a unique brand identity and logo specifically tailored to the veterinary practice, encapsulating its values and ethos in the design.

Building on this solid branding foundation, we then meticulously developed 32 new long-form web pages. These pages collectively contain over 30,000 words of content that we thoroughly researched and asked medical experts to review. This content is designed to educate potential clients, thereby enhancing their understanding and engagement, while also aiming to significantly boost organic search traffic. In addition to the content creation, we engineered a cutting-edge website tailored for the veterinary practice. This new site is not only aesthetically pleasing but also boasts high performance and lightning-fast loading speeds, enhancing user experience dramatically.

Post-launch, we continued writing content to drive inbound traffic. We also pitched news for the practice to media outlets across Virginia to help build brand awareness.

Results

Our multifaceted strategy to enhance the veterinary practice’s online presence and domain authority has yielded significant results. The improvements made to the website’s functionality and content have directly contributed to a notable increase in client engagement and acquisition metrics since the website’s relaunch in summer 2023.

• Lead Generation: We have successfully generated over 50 new leads. This achievement underscores the effectiveness of the revamped website and tailored content in attracting potential clients.
• Search Engine Impressions: There was a marked increase in search engine impressions, rising from 25,000 to 30,000 monthly impressions. This growth indicates enhanced visibility and reach in search engine results, which is pivotal for driving more organic traffic to the site.
• User Engagement: User engagement has improved, with an 8% increase in the number of users visiting the site. This uptick in user traffic reflects greater interest and interaction with the practice’s online resources.
• Keyword Performance: The practice now ranks for 32% more keywords than before the website overhaul. This improvement in keyword ranking has broadened the practice’s visibility on search engines, making it easier for potential clients to find their services online.
• Public Relations Impact: Our efforts have also resulted in notable public relations coverage, with the practice being featured in five news outlets in the fall of 2023. This media exposure has further elevated the practice’s profile and credibility in the veterinary industry.
• On-Site Engagement: Additionally, the average time visitors spend on the site has increased by 20 seconds. This increase in dwell time indicates that the content is engaging and relevant, which not only helps in retaining visitors but also potentially boosts conversion rates.

These results collectively demonstrate the effectiveness of our integrated digital marketing strategy in promoting the veterinary practice, expanding its client base, and preparing it for sale to a national brand.