Their website had fallen to the wayside over the years and like many neglected websites, it had begun to fall apart. Some of the website’s functionality had stopped working properly while some stopped working altogether. The site had also initially been built before there was a real need for websites to display correctly on mobile devices—so ensuring mobile responsiveness was planned in their rebuild.
The new ownership wanted to use their website to attract more new patients, sell supplies and medication through their online pharmacy, and create an in-depth pet owner education area.
With these goals in mind, the new website began development. Ranking high in local SERPs (Search Engine Results Pages) by way of local SEO (Search Engine Optimization) was key as there were a few well-established veterinarians in the area. Since these competitors were ranking high already each website was audited to determine what methods would have the most effect for Court Street Vet.
The new education pages were built to serve two roles. First and foremost, these would be used as interior service pages to help visitors understand what the Court Street Vets offered to their patients. Secondly the content found in these pages would be quite in-depth, which helped to both educate pet owners as well as help bolster trust in the brand.
These pages, being so comprehensive, substantially increased the amount of useful and relevant information. When it comes to SEO, well written and relevant content, paired with proper H-tags and structure, is incredibly helpful when trying to increase your position in search results. Lengthy content helps search engines understand what the page is about and the more they’re able to understand the intent of the page, the higher likelihood that when someone queries a search engine asking a question related to the page the page will be served.
Today, Court Street Vet has seen their website users increase by 21.86%, new users increased 23.68%. A year after the launch 68.9% of all traffic to the website is Organic, meaning the majority of visitors are finding them when searching on Google or other search engines.
A high amount of traffic doesn’t mean much if visitors are outside Court Street Vets radius. The local SEO implementation results showed that the top 10 locations visitors to the new site were residing were: Keene, Rindge, Manchester, Hudson, Peterborough, Nashua, Walpole, Chesterfield, Laconia, and Fitzwilliam. The majority of which are towns close enough to Court Street Vet that these visitors could very well convert to new patients!