Why Google reviews are vital in marketing your vet practice

Love them or hate them, Google reviews are a vital part of marketing your veterinary practice.

Why?

Three reasons.

1. Trust – potential clients trust reviews
2. Visibility – Google ranks you higher in local search if you have more reviews
3. Decision making – 95% of potential clients read reviews before they use any local business

In this article, we dig a little deeper into these factors, explain how to get more positive reviews and discuss how to handle negative ones.

Let’s dive into why your vet practice needs to focus on obtaining reviews rather than leaving them to chance.

I’ll begin with trust.

In my early days of vet practice, before Google changed the marketing landscape, many new clients came through the door thanks to trusted referrals from friends and relatives.

Google (and other) reviews are the modern day equivalent of trust building, word-of-mouth referral.

Like it or not, the fact is that in today’s online world, people trust Google reviews to give them a ‘real understanding’ of your clinic.

Secondly visibility.

I can’t visit your veterinary practice if I don’t know about it.

The volume of positive reviews is one of the considerations Google uses to rank your clinic.

When I Google ‘vet near me’, the higher you are up the list, the more likely I am to click through to your website.

If you’re not on the list, I’m heading to your competitor.

And finally decision making – which vet practice do I call?

Data across all industries shows that over 95% – yes, that’s 95% – of all consumers look through Google reviews before making the decision to contact a local business.

A lot of positive Google reviews are not just a ‘nice to have’, they are a ‘must have’ for a veterinary practice to thrive in today’s digital world.

By far, the most effective way to get more of the Google reviews you want is a personal verbal request from someone who has a positive relationship with the client at a time when they are incredibly grateful to you.

So, this could be the vet or nurse at the follow-up after life-saving surgery or after an effective course of treatment.

A simple ‘We would really appreciate it if you could leave us a Google review’ is perfect.

You can also hand them a simple filer with a QR code directly linking to your Google Business profile to help jog the client’s memory when they get home.

You can also place a sign with the same QR code at reception.

In addition add links prompting clients to add Google reviews to your newsletters and other email and SMS communication.

Recent reviews are key. Keep the momentum up even when you have hundreds.

And a final point on positive reviews – always respond promptly and positively.

Thank the reviewer for their comments and their business and spread a little sunshine for all to see.

It’s interesting that lots of people actively scroll to the negative reviews to ‘build a bigger picture’ of a vet practice.

The first thing they looking for is patterns.

If people raise a consistent issue like rudeness from the reception staff or what they deem to be poor-quality treatment, it’s clearly important to learn and address the issues you can control with your team.

Secondly, potential clients are interested in how your clinic handles the review.

Do not get into an online argument. This is a disastrous move.

Instead, find the customer’s phone number and give them a call. Listen and act appropriately.

Whether they answer the call or not, make a prompt but measured comment on the review.

State that you’ve tried to call them or thank them for taking the call.

Acknowledge their concerns, avoiding any confrontational language.

If an apology is warranted, apologise briefly and explain how you are addressing the problem to make sure it doesn’t happen again.

Invite the client to contact you by giving a phone number.

Most importantly – go back to the section above and make sure your efforts to get positive reviews are actively being embraced and actioned by your team.

So now you have a system in place for gaining positive Google reviews and responding to all reviews. What’s next?

It’s important to remember that the Google Local search is just the first step.

The potential client will visit your website next.

It’s vitally important that your veterinary website is the clincher that converts them from just a potential client to an appointment booking.