Referral Vets Website Redesign
This project focused on redesigning a veterinary referrals website within the VetPartners WordPress multisite network. The previous site was underperforming in traffic and engagement, so the redesign aimed to improve SEO, UX and CRO, as well as being optimised for future PPC campaigns.
Through analysis of user behaviour across other referral websites in the multisite, it was clear that traffic was almost evenly split between desktop and mobile users. As a results, the new design was created with a dual focus on mobile and desktop usability, ensuring consistent performance and accessibility across all devices.
Worked with web team, analytics, UX, content, PPC teams, and the client
Skills: Project Management • SEO • CRO • PPC Optimisation • UX Design • UI Design • Accessibility • Analytics
Tools: WordPress • Semrush • AccuRanker • Google Search Console • Figma • GA4
Content Strategy
The site needed to appear to two key audiences:
- Referring vets, requiring detailed and technical content to support informed clinical desicisions.
- Pet owners, who need accessible, reassuring information about the referral process, and clear pathways to service pages.
To achieve this, I conducted keyword research and worked closely with the content, UX and alalytics teams to ensure all copy, tone and structure was designed to be clear, compassionate, and professional, reflecting the clinical expertise of the referral team, while maintaining accessibility for non-specialist readers.
SEO, UX & Optimisation
I led the technical and on-page SEO work, ensuring the redesigned site was fully optimised from launch. This included following SEO best practices, as well as implementing keyword insights to strengthen visibility and relevance.
Collaboration was key to the project’s success; I worked closely with the web, analytics, UX and content teams, as well as the client, to align goals, integrate feedback, and deliver a high-performing, user-focused website.
Jessica Willan 