Burquitlam Animal Hospital

Digital Strategy & Web Design

Background

• A fresh face: Burquitlam Animal Hospital has been serving pet owners in the communities of Burnaby and Coquitlam for over 40 years. After moving to a new facility in 2015, the clinic realized that their online presence needed similar attention.
• Up to date technology: Their existing site did not function well for mobile visitors.
• In house control: The information was outdated and staff was not able to make edits themselves or readily share up to date information with their patients and families.
• Cost: They were concerned that what they were paying each month in online advertising was not yielding return on investment.

Approach

• We met with the Burquitlam team to discuss pain points and challenges. We set timelines and milestones and structured a communication protocol that included email, video conference, phone, and face-to-face meetings.
• We envisioned a fresh look and feel that captured the welcoming, bright, and airy environment of the new clinic and tied in with Burquitlam’s existing brand and logo.
• A photoshoot was scheduled with Burquitlam’s own patients to provide imagery for the site, as well as to create a visual tour of the facility.
• We reviewed past analytics and reports on digital advertising to determine approach moving forward.  Previously a great deal of resources were put into paid search engine marketing with low return on investment.  Instead we created a comprehensive Search Engine Optimization (SEO) strategy to do much of the heavy lifting.
• Social channels were secured and optimized to ensure that the brand was being well reflected online.
• A targeted search engine marketing strategy is planned for the coming months, once a baseline analytics profile is secured.

Results

• A new responsive website was launched in 2016
• Organic traffic to the site increased as a result of SEO efforts
• Referral traffic to supported charity increased
• Social channels were refreshed and relaunched along with the website
• Social following increased by 211% in 6 months