The 8 winners.

The landing pages actually worth stealing from.

Winner #1: bondvet.com

bondvet.com/c/astoria-animal-hospital

Veterinary landing page example from bondvet.com

The search: vet in astoria queens

Sponsored bondvet.com

Astoria Animal Hospital & Vet Clinic

  1. 1

    What works

    Place name in the headline

    The headline reads ‘A Convenient, Thorough Vet Clinic’ with ‘Astoria’ on the next line. A visitor who searched for a vet in Astoria sees the place at once.

  2. 2

    What works

    Text number under the photo

    ‘Text Us: (646) 453-5158’ is in the first screen. An owner with a quick question can write instead of calling.

  3. 3

    What works

    Opening hours in the first screen

    The first screen shows ‘Today - 8AM - 6PM’. A visitor learns the clinic is open now before any scrolling.

  4. 4

    What gets in the way

    Review count below the headline

    ‘542 Google Reviews’ shows under the photo and the address. A visitor reads the headline before seeing the proof.

  5. 5

    What works

    Vets introduced by name

    The ‘Meet Your Care Team’ block lists the vets by name. A nervous owner sees who will treat the pet.

What to try

Put the review count next to the headline

The page shows ‘542 Google Reviews’ below the photo. Move the count up beside the headline so the proof comes first.

See the original page

Winner #2: bluepearlvet.com

bluepearlvet.com/hospital/kirkland-wa/specialties-services/emergency-medicine

Veterinary landing page example from bluepearlvet.com

The search: blue pearl vet kirkland

Sponsored bluepearlvet.com

24-Hour Animal Hospital | Emergency Vet Clinic 24 Hours

  1. 1

    What works

    Phone number in the first screen

    ‘425.823.9111’ is at the top right of the first screen. An owner with a sick pet can call without scrolling.

  2. 2

    What works

    24/7 emergency line under the headline

    The headline block ends with ‘Specialty and 24/7 Emergency’. An owner learns the hospital is open at any hour before reading more.

  3. 3

    What gets in the way

    Appointment link is the last tab

    ‘Request appointment’ is the last item in a tab bar. A visitor in an emergency reads past four tabs to find it.

  4. 4

    What works

    Emergency heading with a line to act fast

    Next to the heading ‘Common pet emergencies’ is a line about acting quickly. An owner with a sick pet sees the page is for them.

  5. 5

    What works

    Phone number again below the vets

    ‘Call us at 425.823.9111’ comes back after the vet profiles. A visitor ready to call does not scroll back up.

What to try

Repeat the phone number below the team

This page shows ‘425.823.9111’ at the top and again below the vets. Add the same number after your longest section.

See the original page

Winner #3: anicira.org

anicira.org/locations/anicira-san-diego

Veterinary landing page example from anicira.org
  1. 1

    What works

    Clinic name and town in the headline

    ‘Encinitas Veterinary Center’ shows the business and the town at once. A local owner knows the page is for them.

  2. 2

    What works

    Low price word above the button

    ‘Affordable Veterinary Surgery’ comes before the appointment button. A visitor worried about cost sees the price promise first.

  3. 3

    What gets in the way

    Phone number far below the first screen

    ‘Tel: 760.290.4955’ is in the clinic details, well below the first screen. A visitor ready to call scrolls to find it.

  4. 4

    What works

    Review that mentions upfront pricing

    A client review reads ‘Wonderful staff, upfront pricing.’ A visitor with a cost worry sees the answer in a client’s own words.

  5. 5

    What works

    Payment plans stated in plain words

    The page says ‘Veterinary care should not be a financial burden.’ and lists payment plans. An owner with a big bill sees a way to pay.

What to try

Put the phone number in the first screen

The page shows ‘Tel: 760.290.4955’ far down. Put the number beside the appointment button so a visitor can call at once.

See the original page

Winner #4: askaveterinarianonline.com

askaveterinarianonline.com/lp/vet

Veterinary landing page example from askaveterinarianonline.com
  1. 1

    What works

    Headline says what the visitor gets

    ‘Chat with a Vet for personalized help’ states the service in plain words. A worried owner knows what the page offers.

  2. 2

    What works

    Unlimited chats offer under the headline

    The line reads ‘Unlimited chats with verified, top-rated veterinarians.’ The visitor sees the amount and the trust claim together.

  3. 3

    What works

    Three steps in one line

    The page lists ‘Describe your issue’ first, then a chat and a saving. A visitor sees how little effort the service needs.

  4. 4

    What gets in the way

    Low fees stated, no price shown

    The page reads ‘No high fees.’ and shows no dollar amount. A visitor cannot compare the cost with a clinic visit.

  5. 5

    What works

    Review score near the footer

    The page shows ‘2,001 reviews’ with a 4.8 score. A visitor sees the count only after reading the whole page.

What to try

Show the price next to ‘No high fees’

The page reads ‘No high fees’ with no amount shown. Add the monthly price so a visitor can compare it with a clinic visit.

See the original page

Winner #5: smalldoorvet.com

smalldoorvet.com/locations/upper-east-side

Veterinary landing page example from smalldoorvet.com

The search: vet upper east side

  1. 1

    What works

    Discount code in the top bar

    The bar offers $100 off a first year with code ‘SDNEIGHBOR’. A new visitor sees a reason to join before the headline.

  2. 2

    What works

    Headline repeats the search

    ‘Upper East Side Vet Clinic’ matches the search for a vet on the Upper East Side. The visitor sees the right place at once.

  3. 3

    What works

    Six benefit bullets under the headline

    The list has ‘1000+ 5 star reviews’ and a line about same or next day appointments. A visitor sees proof and speed in one glance.

  4. 4

    What works

    Call line when no slot is free

    Below the message ‘No available appointments on this day.’ is a line with a phone number. The visitor still has a next step.

  5. 5

    What works

    Three doctors shown by name

    The page shows ‘Dr. Lane Simonin’ and two more doctors in a row. A visitor sees who will meet the pet.

What to try

Add a call line under the booking widget

This page shows a phone number under the widget for full days. Add one under yours so a visitor never meets a dead end.

See the original page

Winner #6: petwellclinic.com

petwellclinic.com

Veterinary landing page example from petwellclinic.com
  1. 1

    What works

    Walk-in care in the headline

    The headline starts with ‘Walk-In Vet Care’. A visitor who does not want to book learns at once that no appointment is needed.

  2. 2

    What gets in the way

    First button asks for a location

    ‘Find Your Location’ is the first button. A visitor picks a clinic before reading any price lower down the page.

  3. 3

    What works

    Page asks why its prices are low

    The heading says ‘Prices So Low With Such High-Quality Vet Services Offered’. It brings up the cheap clinic worry before the visitor does.

  4. 4

    What works

    Five boxes explain the low prices

    The page has five boxes titled with questions such as ‘Why don’t we do x-rays?’ A buyer reads where the saving comes from.

  5. 5

    What works

    Package prices on the page

    ‘Total Cat Package - $199’ is one of several priced bundles for dogs and cats. An owner can budget before the visit.

What to try

Move the package prices next to the first button

This page lists prices far below ‘Find Your Location’. Put two package prices beside the first button so a visitor sees the cost early.

See the original page

Winner #7: vetster.com

vetster.com

Veterinary landing page example from vetster.com
  1. 1

    What works

    Headline says 24/7 online vet care

    ‘Stop stressing about your pet’s health with 24/7 online vet care’ states the service and the hours. A worried owner sees both first.

  2. 2

    What works

    Outcome and button under the headline

    The text reads ‘Talk to a vet in minutes’ and lists a diagnosis, a treatment plan and a prescription. The button below shows the same action.

  3. 3

    What works

    Choice of vet stated as the offer

    The heading says ‘Only Vetster lets you choose the veterinarian who will treat your pet’. The visitor sees a reason to pick this service.

  4. 4

    What works

    Result figures near the end

    The block ‘Real care, real results’ shows a 97% resolution rate. A visitor sees proof, but only after a long scroll.

What to try

Put one result figure under the headline

This page shows a 97% resolution rate near the end. Put one figure like it under the headline where more visitors see it.

See the original page

Winner #8: modernanimal.com

modernanimal.com/clinics/west-hollywood

Veterinary landing page example from modernanimal.com

The search: vet west hollywood

  1. 1

    What gets in the way

    Top bar says the company joined another

    The bar says ‘We’ve joined Chewy’ above the headline. A visitor who searched for a local vet reads company news first.

  2. 2

    What works

    Headline repeats the search

    ‘West Hollywood Veterinary Clinic’ matches the search for a vet in West Hollywood. The visitor sees the right place at once.

  3. 3

    What works

    Booking calendar in the first screen

    The page shows a week of dates and ‘Today’s booked. We’re showing our next available day.’ A visitor sees the next open time without a click.

  4. 4

    What works

    Address, phone and parking in one row

    The ‘Clinic Details’ row has ‘Call us 866.505.8755’, the hours and a parking note. A visitor finds the basics without another page.

  5. 5

    What gets in the way

    Plans block shows no price

    The ‘PLANS AND PRICING’ block has a link to see what is included. It shows no dollar amount, so a visitor clicks to learn the cost.

What to try

Show one plan price in the plans block

The block called ‘PLANS AND PRICING’ shows no price. Add the lowest plan price so a visitor does not need another click.

See the original page

What the 8 winners do.

  1. Keep a phone or text number up top

    4 of 8

  2. Show the vets by name

    6 of 8

  3. Say the place in the headline

    4 of 8

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: bondvet.com

bondvet.com/veterinary-clinic-services/urgent-care

Veterinary landing page example from bondvet.com

The search: veterinarian near newark nj

Sponsored bondvet.com

Walk-in Visits Welcome - Same-Day Appointment Available

  1. 1

    What makes it work

    Availability and book button in the top bar

    The bar has ‘TODAY’S AVAILABILITY’ and a ‘BOOK NOW’ button. The ad offered same-day visits and the page shows where to book.

  2. 2

    What makes it work

    Headline shares the ad’s urgency

    ‘When your pet needs a vet ASAP’ continues the same-day offer in the ad. A visitor with a sick pet sees the same message.

  3. 3

    What makes it work

    Body says other vets cannot fit same-day visits

    The text says ‘Most vets can’t accommodate same-day appointments or walk-ins’. It gives a reason to pick this clinic.

  4. 4

    What makes it work

    Symptom list for urgent cases

    The list has ‘Bite wounds’ and ‘Itchy skin or rashes’. A visitor can check whether the pet’s problem counts as urgent.

  5. 5

    What it gets wrong

    Text number only in the footer

    ‘Text: (646) 453-5158’ is the only contact number on the page and it is in the footer. A visitor ready to ask has to scroll to the end.

What to try

Put a text number beside the book button

The only number on this page is in the footer. Put it next to ‘BOOK NOW’ so an urgent visitor can ask at once.

See the original page

Wildcard #2: askaveterinarianonline.com

askaveterinarianonline.com/lp/low-cost

Veterinary landing page example from askaveterinarianonline.com

The search: low cost vet philadelphia for cats

Sponsored askaveterinarianonline.com

Low Cost Vet Philadelphia Vet

  1. 1

    What makes it work

    Headline repeats low cost from the ad

    The headline reads ‘low-cost pet care’, the same idea as the ad. A visitor who came for a lower cost finds the match.

  2. 2

    What it gets wrong

    Affordable rates with no price

    The page reads ‘Benefit from our affordable’ rates with a no hidden fees line. It shows no dollar amount, so a visitor cannot compare the cost.

  3. 3

    What makes it work

    Online vet set against a hospital visit

    ‘Avoid high-priced’ vet hospital visits states what the visitor saves. It answers the cost worry in the search.

  4. 4

    What it gets wrong

    Cats appear only in a long list

    ‘Specialties include: dogs, cats, birds, household pets, exotic pets, farm’ animals is where the page covers cats. A cat owner reads far down to find them.

What to try

Put cats in the headline

The headline says ‘low-cost pet care’ and the cats come late in a list. Add the word cats so the searcher sees a match.

See the original page

Wildcard #3: anicira.org

anicira.org/resources/nuisance-barking

Veterinary landing page example from anicira.org

The search: how can i stop my dog barking at everything

Sponsored anicira.org

Discuss the problem with your dog - Nuisance Barking

  1. 1

    What makes it work

    Headline repeats the ad’s wording

    ‘Nuisance Barking’ is the same phrase as the ad. A visitor who searched about a barking dog sees the topic at once.

  2. 2

    What it gets wrong

    Recent posts list beside the article

    ‘RECENT POSTS’ lists other articles beside the text. A visitor can leave the barking page for another topic.

  3. 3

    What makes it work

    Causes of barking in a list

    Rows such as ‘Fears and Phobias’ and ‘Separation Anxiety’ answer the search question. A visitor sees the page covers the problem.

  4. 4

    What it gets wrong

    Appointment link after the article

    ‘Schedule an Appointment’ comes only after the whole article. A visitor ready to book scrolls past every cause first.

What to try

Put the appointment link beside the headline

The link ‘Schedule an Appointment’ comes after the article. Add one beside the headline for a visitor who is ready to book.

See the original page

Wildcard #4: smalldoorvet.com

smalldoorvet.com/membership

Veterinary landing page example from smalldoorvet.com

The search: vet membership nyc

  1. 1

    What it gets wrong

    Headline does not say membership

    ‘Exceptional Veterinary Care Tailored To Your Pet’s Needs’ is the first text. The word membership is only in the tab below it.

  2. 2

    What makes it work

    Two plans with prices in the first screen

    The page shows ‘PAY AS YOU GO’ beside the membership plan. Each has a price, so a visitor picks a plan before scrolling.

  3. 3

    What makes it work

    Price table for common services

    The table under ‘Here’s what some typical services cost at Small Door.’ lists dollar ranges such as $58 - $179. A visitor can estimate a year of care.

  4. 4

    What makes it work

    Accreditation with a figure

    The text reads ‘Among Just 15% Of Veterinary Hospitals’ beside the AAHA badge. A visitor sees a reason to trust the clinic.

What to try

Say membership and the city in the headline

The first text is a general care line. Name the plan and the city so a visitor who searched for a membership sees a match.

See the original page

The copy bank.

Headlines

  • “Upper East Side Vet Clinic”

    smalldoorvet.com

  • “Stop stressing about your pet’s health with 24/7 online vet care”

    vetster.com

  • “Encinitas Veterinary Center”

    anicira.org

Offers

Promises

Next steps

4 pages that waste the click.

  1. A search for the company’s own name

    Contact form with no vet content

    The first screen shows a form with Name, Email, Phone and Message. A visitor who clicked a vet ad finds no word about pets or care.

    • No pet contentThe first screen has no word about pets, vets or a clinic.
    • Business form‘Contact us for any business inquiries’ is the only text above the form.
    • Robot checkA visitor must tick ‘I’m not a robot’ before the only button works.

  2. A search for the company’s own name

    Employer benefits page for a pet owner click

    The first block says ‘PET BENEFITS REIMAGINED’ and talks to employers. A pet owner who clicked a vet ad is not the reader.

    • Wrong reader‘Save your workforce time and money’ is written for a company. A pet owner is not the reader.
    • Survey barThe top bar has a link to a survey download.
    • Vague headline‘Comprehensive care for all your pet families’ has no service or price in it.

  3. A search for the company’s own name

    Hospital group page that recruits staff

    The first screen has a main button that says ‘APPLY TODAY’. A pet owner who clicked a vet ad finds a page about jobs and company news.

    • Jobs firstThe main button says ‘APPLY TODAY’.
    • Equal tiles‘We’re Hiring!’ has the same weight as ‘Our Hospitals’.
    • No phoneThe first screen shows no phone number for a pet owner.

  4. A search for the company’s own name

    Vague headline over a Get Started button

    The headline says ‘Talk to someone you can trust, anytime.’ A visitor who searched for a vet sees no word about vets or pets.

    • No priceThe first screen shows no price or plan cost.
    • Vague headlineThe headline has no word about vets, pets or care.
    • Late reviewsMember reviews come only far below, under ‘What Members Say’.

What we learned.

  1. Put a phone number up top

    BluePearl shows ‘425.823.9111’ in the first screen and again below the vets. Bond Vet adds ‘Text Us’ under its team photo.

  2. Show the price

    PetWell lists a price for each package, such as ‘Total Cat Package - $199’. Small Door lists service costs in a table.

  3. Show the vets by name

    Modern Animal lists Dr. Danny Chang under ‘Pet parents, meet vet parents.’ Small Door shows ‘Dr. Lane Simonin’ and two more doctors.

The bottom line

The veterinary pages that win leads show a way to reach the clinic in the first screen, say the place and show the vets by name. The losers send paid clicks to a contact form, an employer pitch, a hiring page and a vague app headline.

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