It was the year 2000. 52% of US adults now used the internet. Forward thinking veterinarians began to commission software developers to build a website for their practice.
The first veterinary websites were full of flash animations, cartoon effects, and enthusiasm. Pioneers saw a new way to interact with clients, and included everything they could.
Veterinarians across the country began to realize they needed a website too. They turned to family friends, local developers, and nascent companies to build theirs.
Every veterinary practice began to get on board. In order to meet such rapid demand growth, new companies were born. Companies who could quickly churn out templated cookie cutter websites.
Eventually, one company figured out a highly successful model. They paired a large, motivated phone sales team with highly replicable, templated sites that looked far more professional than anything before it.
Rapidly, they grew to work with about 15% of all veterinary practices in the US. The business was worth tens of millions of dollars, and because of that, copy cats began to crop up.
The new companies hired large sales teams and implemented the same aggressive phone and trade show sales tactics. They worked to one-up each other on the promise of the templates they were building.
Front desks everywhere began to be battered with countless phone calls and emails.
You could barely walk down a trade show aisle without being confronted by website salespeople. While the company names were different, they all sounded the same… “Our mousetrap is better. It will do x, y, and z, while your current provider can’t.”
Over time, these companies and salespeople were so successful that almost every veterinary practice had one.
Wherever pet owners looked, they saw different versions of the same cookie cutter templates. But in this race to build modern, professional, and replicable websites, a simple truth was hiding in plain sight…
For the right kind of pet owner, the one who loves their pet like family, superficial and highly templated websites don’t answer the real question they are asking.