The verdict in three sentences
Consolidating 12 veterinary practice websites onto a single domain costs between 20,000 and 40,000 GBP for a London group in 2026. The danger is concrete: a sloppy redirect plan across 1,800 URLs loses 10 to 25 % of organic traffic, and therefore bookings, for months. Done properly, a domain migration recovers its baseline within 8 to 12 weeks and then surpasses it, because one domain concentrates the authority of 12 sites.
Why consolidate, and what is at stake
A group that acquires practices inherits 12 mismatched sites: different CMSs, local domains, duplicate content on neutering or vaccinations. Maintaining them is costly and dilutes search visibility. Merging onto one address, with a page per practice (for example /practices/clapham), delivers a consistent brand and a single maintenance contract.
| Scenario | Annual maintenance cost | Traffic at 3 months | Traffic at 12 months |
|---|---|---|---|
| Keep 12 separate sites | 16,000 to 26,000 GBP | Flat | Flat or declining |
| Merge with no redirect plan | 3,500 to 5,500 GBP | - 25 to - 50 % | - 10 to - 30 % |
| Merge with partial redirects | 3,500 to 5,500 GBP | - 10 to - 25 % | - 5 % to + 5 % |
| Merge with full plan (1,800 URLs mapped) | 3,500 to 5,500 GBP | - 5 to - 10 % | + 15 to + 30 % |
| Merge + Google profiles updated same day | 3,500 to 5,500 GBP | - 3 to - 8 % | + 20 to + 35 % |
2026 order-of-magnitude estimates, observed on multi-site local healthcare consolidations.
The 6-step migration plan
Budget depends mainly on URL count and how much content needs rewriting. For 12 sites and 1,800 URLs:
| Step | Duration | Indicative budget (GBP) |
|---|---|---|
| Crawl and inventory of 12 sites (URLs, backlinks, converting pages) | 1 to 2 weeks | 2,500 to 4,500 |
| Single-domain architecture and practice pages | 1 week | 2,000 to 4,000 |
| Merging duplicate content and rewriting | 3 to 4 weeks | 5,500 to 12,000 |
| 301 mapping of 1,800 URLs | 1 to 2 weeks | 3,500 to 6,000 |
| Updating 12 Google Business Profiles and directories (incl. RCVS Find a Vet) | 1 week | 2,000 to 4,000 |
| Switchover, Search Console, 12-week monitoring | 12 weeks | 4,500 to 9,500 |
| Total | 3 to 4 months | 20,000 to 40,000 |
Three rules prevent most losses. Every old URL redirects to its equivalent page, never to the homepage. Redirects stay live for at least 12 months. Google Search Console's change of address tool is used for each old domain.
The 12 Google profiles: the most forgotten step
For a veterinary practice, most bookings come from local searches such as "vet + neighbourhood". The 12 Google Business Profiles therefore matter more than the site itself. On switchover day, each profile needs the new name (group brand + area), the new practice page URL and the same hours and phone as the site. A name change can trigger 3 to 10 days of re-verification: plan for it and never change name, address and phone at the same time.
Mini case study
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Thomas, operations director of a 12-practice veterinary group across London, spends 21,000 GBP a year running 12 websites. Together they generate 9,000 organic visits and 650 online bookings a month. He approves a 30,000 GBP migration. Traffic dips 7 % in the first 5 weeks, then returns to baseline by week 10. At 12 months, traffic is up 22 % and online bookings reach 790 a month. With an average consultation value of 70 GBP, the 140 extra bookings represent about 9,800 GBP of revenue per month, on top of 16,500 GBP saved yearly on maintenance.
FAQ
How long should we keep the old domains?
At least 12 months with redirects active, ideally 24. Renewal costs about 15 GBP per domain per year, which is negligible.
Should all 12 sites move at once?
No, migrating in 2 or 3 waves of 4 to 6 practices limits risk. The first wave is a test that lets you fix the plan before the rest.
Do we lose Google reviews when renaming?
No, reviews stay attached to the profile as long as it is not deleted or merged. Never create new profiles, which would restart at zero reviews.
How do we measure success?
Track Search Console clicks, online bookings and calls from Google profiles weekly for 12 weeks. A gap of more than 15 % against baseline triggers a redirect review.
Can we change CMS at the same time?
It is possible but multiplies the variables. If the schedule allows, merge onto the new CMS first, then wait 8 weeks before other major changes.
Let's scope your project. Tell us your scope, current tools and timeline: we scope the project lot by lot and agree the schedule with you. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
