11 primary factors that influence how pet owners choose their veterinary clinic
Jan 3
5 min read
Research conducted by the Competition and Markets Authority (CMA) in the UK shows that most pet owners select their First Opinion Practice (FOP) — comparable to a general practitioner — at three key moments:
When they acquire a new pet
When they move to a new home
When they are dissatisfied with their previous veterinary practice
The same research identified 11 primary factors that influence how pet owners choose their veterinary clinic. Below, we explore the most significant of these factors and what they mean in practice.
Location and Convenience
Convenience of location is the single most important factor when pet owners choose a veterinary practice, particularly for routine care such as vaccinations and deworming. Practices located within walking distance of the client’s home are strongly preferred.
68% of respondents cited location as a main reason
34% cited it as a reason
Recommendations from Friends and Family
Word-of-mouth remains influential. Pet owners often seek recommendations from friends, family, or other pet owners. However, it is worth noting that negative experiences are just as likely to be shared as positive ones.
Although recommendations rank second overall, fewer than half of respondents rely on them when choosing a practice.
44% cited recommendations as a main reason
23% cited them as a reason
First Impression of the Practice, Staff, or Website
First impressions matter — whether they occur in person or online.
Some pet owners will walk into a clinic, observe the atmosphere, and assess staff interactions before deciding to book an appointment. Others will search online to review the clinic’s website, ownership, team, and available services.
A welcoming reception team, a calm waiting area, and clear information online all contribute significantly to trust. Clinics with consistently overcrowded waiting rooms or unclear booking processes may unintentionally deter new clients.
A professional website with clear service information and an online booking system plays a crucial role here.
29% cited this as a main reason
6% cited it as a reason
Pricing
While price is often assumed to be a major deciding factor, research suggests it is less influential than expected.
25% cited price as a main reason
Including 20% for vaccination and medication prices
15% for consultation fees
7% cited price as a reason
Appointment availability
Ease of booking is increasingly important to pet owners. The ability to book appointments online — without phone calls or waiting times — is a strong differentiator.
28% cited appointment availability as a main reason
4% cited it as a reason
Range of Services Offered
Many clinics underestimate how often potential clients are unaware of the full range of services they provide.
Without a clear and informative website, clinics miss opportunities to communicate services such as grooming, rehabilitation, behavioural support, or pet care add-ons. Relying solely on word-of-mouth limits visibility.
A well-structured, SEO-optimised website ensures that services appear when pet owners actively search for them online.
26% cited services offered as a main reason
4% cited it as a reason
Opening hours
Opening hours are not always as obvious as clinics assume. Unexpected closures — for lunch breaks or limited hours — can frustrate pet owners.
Clear communication of extended hours, weekend availability, public holiday openings, or appointment-on-request options can significantly improve client satisfaction and acquisition.
26% cited opening hours as a main reason
3% cited it as a reason
Parking and Transport Accessibility
Accessibility is particularly important when clients need to transport animals that are anxious, heavy, or unable to walk.
Lack of nearby parking or public transport information can negatively affect the client experience. This information should be clearly communicated in advance — ideally on the clinic’s website.
25% cited parking and transport as a main reason
2% cited it as a reason
Practice ownership
Ownership structure matters to some pet owners, especially those who prefer independently owned practices over larger veterinary groups.
This information is typically only accessible online, making a website essential for transparency.
21% cited ownership as a main reason
14% preferred independent practices
7% preferred Large Veterinary Group (LVG) ownership
5% cited it as a reason
Online reviews
While online reviews strongly influence choices in hospitality and retail, they play a relatively smaller role in veterinary care decisions.
Interestingly, a clear, informative website with easy booking functionality appears to be more influential than review scores alone.
19% cited online reviews as a main reason
4% cited them as a reason
Special offers
Special offers are not a primary driver, but they can support client acquisition — particularly for complementary services such as grooming or wellness treatments.
4% cited special offers as a main reason
1% cited them as a reason
Key Website Features That Matter Most
To align with how pet owners actually choose their veterinarian, your website should include:
Clear location and accessibility information, including parking and public transport guidance
An online appointment booking system to remove friction and reduce phone dependency
A well-structured services page, optimised for search engines
Up-to-date opening hours, including special or extended availability
Transparent information about ownership and the veterinary team
A calm, professional visual design that reflects the experience clients can expect in the clinic
A website that is optimised for both usability and SEO ensures that your clinic appears at the moment pet owners are actively searching for veterinary services — not after they have already made a decision
Final Thoughts
Veterinary practices do not lose clients because they lack expertise — they lose clients because potential clients cannot find, understand, or access that expertise easily.
The research is clear: pet owners choose veterinary practices that make their lives simpler, not more complicated. A professional, informative, and accessible website is one of the most effective ways to meet those expectations.
For clinics looking to grow, improve client experience, or simply remain competitive, investing in a website that reflects how pet owners actually make decisions is no longer optional — it is essential.
If your clinic’s website does not clearly communicate your location, services, opening hours, and booking availability — then potential clients may never reach your reception desk.
Many veterinary practices invest heavily in clinical excellence but unintentionally lose new clients due to outdated websites, unclear information, or the absence of online booking. The good news is that these issues are entirely fixable.
A website that reflects how pet owners actually choose their veterinarian can:
Increase new client enquiries
Reduce unnecessary phone calls
Improve appointment efficiency
Strengthen trust before the first visit
If you would like an objective review of how your website performs from a pet owner’s perspective, a professional website audit can identify where opportunities are being missed — and how to address them.