First Paw Mobile Vet

Melbourne
250% ROI
every month from new clients
900% ROI
expected over lifetime value at 80% retention rate
#1 Rank
for keywords realted to ‘Mobile Vet in Melbourne’
2 years
of consitent result delivery

About client

First Paw is a mobile veterinarian service that provides comprehensive pet care across inner Melbourne. They aim to reduce the stress of vet visits for both pets and their owners by offering convenient and hassle-free services at home. Their offerings include regular health checks, vaccinations, and home euthanasia, and they are highly rated for their expertise, compassion, and customer service.

The problem

Background

  • First Paw was burdened with high costs from an expensive SEO agency and a separate Google Ads expert.
  • Competitors of For Vets (the client's company) offered affordable pricing but only with long-term lock-in contracts.
  • Their previous web developer was unresponsive.
  • The quality of backlinks to their site was poor.
  • Despite achieving high SEO ranks in various inner Melbourne suburbs through extensive content blocks, the conversion rate was low due to poor UI & UX and repetitive content.
  • The website, built on the Wordpress platform, lacked design flexibility.
  • The website was set up using a complex structure on AWS servers, which was unnecessary and complicated simple server-side changes.
  • The website's security was low, leading to a hacking incident within a week of onboarding the client, which negatively impacted First Paw's SEO.
  • The pricing page was complex and difficult to understand due to numerous variables such as the number of pets, time of day, and day of the week.

Solution

  • For Vets provided First Paw with a competitive all-in-one package that included SEO optimization, Google Ads Maintenance, and website management.
  • A comprehensive Google Ads campaign was created using 15+ landing pages.
  • Precise targeting and tracking were set up to track each user, each call, and each online appointment booking.
  • Various amendments were made to the website's front and backend in the first year to ensure smoother operation and enhanced security.
  • In the second year, a new website was built on Webflow, an advanced, easy-to-use platform that increased security, reduced server-side maintenance issues, and made it easy for First Paw to update content and provide design feedback.
  • A user-friendly UI & UX design was implemented to build user trust, engage audiences, and reinforce First Paw's professionalism.
  • A clever design was used to highlight positive Google reviews by displaying important and repetitive keywords from reviews in the form of floating bubbles.
  • The pricing page was simplified yet comprehensive.

Results

  • First Paw had a single subscription for all services and a single point of contact for all digital matters.
  • A world-class website design set them apart from the competition and incorporated various concepts of UI, UX, and motion design.
  • They maintained the #1 rank for keywords related to "mobile vet" in Melbourne and even general terms like "vet in (inner city suburb)" while achieving high conversion rates.
  • High-performance Google Ads campaigns were built to target two kinds of audiences: those looking for a mobile vet and those looking for a regular vet, pitching them the new service.
  • New campaigns were built and optimized throughout the years, including campaigns for new services like home euthanasia.
  • Call tracking and online appointment tracking provided detailed feedback on client acquisition, enabling tracking of each client's revenue source and making educated decisions on budget spend for each sector of digital marketing.
  • First Paw was able to command higher prices as users understood the value provided through design and content strategy.