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Website

Project type

Website Rewrite

Client

Your Pet's Friend | Mobile Vet

Industry

Veterinary

Tone

Empathetic, Personal, Confident

Veterinary | Medical | B2C

Challenge

The goal was to completely rewrite the existing site copy. The original content was generic and awkwardly formal, likely copied and pasted directly from ChatGPT. It didn’t reflect the client’s unique selling point: his genuine empathy and the time he devotes to each pet. It was also unclear that he runs the mobile vet practice on his own.

Apart from the tone of voice and messaging, the CTAs were also inconsistent: some pointed to the contact page, while others linked out to a non-existent Skype account. To fix this and guide users toward the right action, I changed every CTA to “Send A Message”, keeping everything one-directional and straightforward.

My Approach

I began by reframing the hero headline on the homepage to highlight a key benefit: pet owners no longer needed to deal with the stress of transporting their animals to a clinic.

Throughout the site, I emphasised the ease of the mobile service and the compassion the vet brings to his work. To reinforce the one-on-one nature of his practice, I replaced all instances of “we” and “our” with “me” and “my,” creating a more intimate tone. This personal voice felt right for a service rooted in trust, connection and love for animals.

I also littered the site with five-star testimonials to build credibility and reinforce the emotional value. He had such good reviews!

Because you shouldn’t mess around with your messaging.  

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