What Pet Owners Really Look For Before Choosing a Vet (Hint: It’s Not Price)

Joanne Moorhouse

Helping Professionals Stand Out With Confidence 🌟 Remote Photography | Branding | Marketing | Transforming Passion Into Visual Stories That Attract Clients & Build Trust 🌎 Global Service | Veterinary Specialist

October 14, 2025

When a pet owner starts searching for a vet, price isn’t usually the deciding factor. They’re not sitting there comparing who’s £5 cheaper, they’re looking for someone they feel they can trust.

That first impression matters. Before they even pick up the phone or walk through your door, they’re already forming opinions based on what they see online. The photos on your website, the tone of your posts, the look and feel of your clinic, all tell a story about who you are and how you care.

It’s Not Just About the Medicine

Most pet owners won’t understand your technical skills, but they’ll recognise warmth, empathy, and genuine care straight away. That’s what they connect with.

It’s the reason one practice feels welcoming and another feels a bit cold, even if the services are the same. The emotional connection is what makes someone think, “Yes, this is the right place for my pet.”

And once that feeling is there, price becomes far less important.

A Bit of Pet Owner Psychology

Choosing a vet is a surprisingly emotional decision. Pets are family, and owners want reassurance that you’ll treat them with kindness and respect.

If your online presence focuses only on price lists, services, and clinical details, you might be missing the chance to show the heart behind your practice.

Instead, think about how you can show the people, the passion, and the personality that make your clinic special. That’s what turns browsers into loyal clients.

Two Simple Ways to Build Trust Through Storytelling

Here are two easy ways to start bringing more connection into your marketing:

1. Show the faces behind the name. Introduce your team members. Share a few light-hearted or personal moments, what they love about their job, a favourite patient, or a photo from a team day. It makes your clinic feel familiar before a client ever walks in.

2. Share real stories. Talk about moments that reflect your values. Maybe you helped a nervous rescue settle in, celebrated a milestone with a long-term client, or supported a family through a difficult goodbye. These are the stories that quietly say, “We care.”

Bringing It All Together

People don’t choose a vet because of a logo or a low-cost offer; they choose one because they feel a sense of comfort and connection.

That’s what strong veterinary branding is really about: helping clients see who you are, not just what you do.

If you’d like to explore how to build that emotional connection and attract clients who truly value your care, The Visibility Vault might be a good place to start.

👉 Read how The Visibility Vault helps build emotional connection.

About Joanne Moorhouse

Joanne Moorhouse is an award-winning visual communications specialist, remote photographer, and veterinary marketing coach with more than 15 years’ experience in the veterinary world, as well as over two decades in visual communications. She helps practices stand out by combining storytelling, photography, and practical marketing that builds genuine client trust.

When she’s not working with clients, Joanne enjoys taking road trips with her camera in hand, exploring historic properties, spending time with family and friends, supporting animal and mental health charities, and listening to far too much 80s and Christian rock music.

Joanne Moorhouse Creative is based in North Yorkshire, England, with a global reach via our remote platforms. For a conversation to explore how we can help you, please visit www.joannemoorhousecreative.com or [email protected].