Pauly Veterinary Services

The branding for Pauly Veterinary Services was centered around essential traits of the brand: Medicine, Family, Trust, and Faith. They wanted a logo that delivered both the feeling of local roots and expert medical professionalism.

The client came in with a concept of utilizing the traditional veterinary caduceus symbol, and our team provided different directions following that concept along with some other concepts.

Refinement

After selecting the concepts to move forward, final refinements were made and a color palette was selected. The final color palette was chosen to be a calming, natural array of green, blue, and silver. These colors would cement the brand’s “local roots” imagery, as well as pay homage to nature and the animals the veterinarians help.

Pauly Veterinary Services needed a website to begin cementing their presence in the community before the opening of their new clinic. As already established veterinarians, highlighting their names and faces was an essential piece of the website. In addition, their site needed high SEO value, reassuring information for concerned pet owners, and authority pieces that properly showcased their expertise in diagnosing difficult surgeries. 

Armed with the knowledge of what needed to be highlighted most on the website, research was conducted among users, competitors, and medical resources to familiarize our team with veterinary terms.

USERS

A building block of the user experience for the website required a thorough investigation of the users that would be looking to Pauly Veterinary Services for pet care. Beginning with research, narrowing down findings to build user personas, and finally constructing a user journey, this exercise set up an essential outline for a sitemap and wireframes in the next stage of the process.

COMPETITORS

Many local veterinary clinics did not have well-constructed websites, which led to an exploration of competitors beyond the immediate community. Some important industry standards and user expectations were discovered:

• Online appointment booking.
• Simplicity on the home page, with information-heavy sections reserved for internal pages.
• Each service traditionally has an entire page to educate users on what their pet needs.
• Providing additional educational resources, as well as emergency phone numbers and links, brings the value of the website to the next level for users.

Creating a site map to determine the overall structure of the site and align the client and our team as the project moves forward. Ultimately, the information was reduced into eight pages, including the home page, in a way that would be most navigable and easily digestible for users.

Since the clinic wouldn’t have online appointment booking available when it opened, it was important to properly integrate CTAs that directed users to call their office during opening hours or send a contact form outside of office hours.

Site Map

To plan and align our team and the client on the layout of the website, a site map was created. The strategy was to build a small number of pages, with each service offered by Pauly Vet given its own designated page.

Keyword planning

Keywords and long-tail keywords for the website were planned using SEO research, tools, and best practices. Our team ensured that keywords for each page were unique throughout the site to prevent keyword cannibalization.

Wireframe

Once the site map was ready, we wireframed layout and content, working closely with the client to maintain accuracy. We outlined the wireframe with keywords and FAQs to maximize SEO potential.