01 — The client
The project
Care2Pets offers nutrition consultations for dogs and cats, run by Alona, a veterinarian and certified pet nutritionist since 2009. The service grew out of her veterinary school VetEvent and got a website of its own: a different audience, a different conversation. The second project for the same client.
02 — Context
The task
A dog or cat owner lands on the site with a specific problem: allergies, excess weight, vomiting, “we have tried every food”. They do not want to read about nutrition science; they want to know whether this person can help, what it costs and how to book. The site has to answer those three questions on one screen and stay out of the way of booking.
Two markets: English-speaking Canada, where Alona lives, and Ukraine. So two language versions from day one rather than “we will translate later”. And no shared site with the veterinary school: mixing advice for owners with training for vets confuses both.
03 — Solution
How it works
3.1
The owner’s problem first, credentials later
The first screen talks about the pet, not the expert: “your pet’s health starts with balanced nutrition” and a booking button. Right below, the situations that call for a consultation: allergies, not sure what to feed at each life stage, weight gain or loss, diets that did not work. An owner recognises themselves in the first line.
3.2
Services as a menu with prices
Six formats from a quick written consultation to two months of support, each with who it is for, what is included, the format and turnaround. Plus the Treats Club subscription at $9.99 a month: a recipe, treat and vitamin recommendations once a week by email. A follow-up within three months at 50 % off, so clients come back.
3.3
Trust built from facts
Certificates are shown, not mentioned: WSAVA clinical nutrition, the NAVC course, the NUBiP veterinary degree, partner programme badges. Below them, owner reviews with a name, a country and the pet’s name. In nutrition people buy the person, and the site lets them take a good look.
3.4
A blog that brings clients
Articles answer what owners actually search for: homemade food or kibble, signs of allergies, how to switch food, excess weight. Every article ends with a booking link, and the blog runs in both languages.
3.5
Booking without phone calls
The “Book Now” button on every screen leads to online booking: pick a service and a time with no back-and-forth. The site is fully bilingual: English and Ukrainian versions with their own URLs and a switcher in the header.
04 — Outcome
The result
The service has a home of its own that does not interfere with the veterinary school and speaks to owners in their language: problem, price, booking. Two languages, online booking, a blog that brings people in from search.
For me it is the best measure of the first job: the client came back on her own.