The verdict in three sentences
A veterinary clinic group is better off moving from a patchwork of small sites to one multi-location website, with a rich page per clinic and online booking synced to the practice management system. The main lever is not design but local SEO: 9 well built clinic pages and 9 consistent Google Business Profiles. Indicative 2026 budget: 14,000 to 30,000 EUR excluding VAT and 10 to 14 weeks.
Why veterinary groups rebuild their websites
Consolidation in Irish veterinary care has accelerated, with international groups such as IVC Evidensia, Linnaeus and CVS acquiring independent practices alongside Irish-owned groups. Each acquisition brings its own website, its own supplier, opening hours that are sometimes wrong and a contact form landing in an unread inbox. The operations director of a 9-clinic group across Dublin, Kildare, Meath and Wicklow sees three problems: scattered traffic, phone lines overloaded at peak times, and an invisible group brand.
One shared site fixes all three, provided local identity is respected: each clinic keeps its name, team, specialities (exotics, surgery, imaging, out-of-hours) and reviews.
| Site element | Expected content | Impact |
|---|---|---|
| Group home page | map of the 9 clinics, search by town, emergencies | brand and wayfinding |
| 9 clinic pages | address, hours, team, specialities, photos, reviews, local FAQ | local SEO and conversion |
| Speciality pages | surgery, dentistry, exotics, imaging, behaviour | topical SEO |
| Online booking | real-time slots per clinic and per vet | 25 to 40 % of bookings online |
| Out-of-hours page | emergency number, which clinic is open now | better routed calls |
| Careers | vet nurse and vet roles per location | employer appeal |
| Pet care blog | vaccination, neutering, nutrition, seasonal advice | traffic and trust |
Budget line by line
Price depends on the number of clinics, content depth and above all the connector to the practice management system (ezyVet, Provet Cloud, RxWorks or similar). Without a usable API, a third-party booking tool such as Vetstoria syncs with the clinic diary.
| Item | 2026 ballpark (EUR excl. VAT) | Note |
|---|---|---|
| Architecture, mockups and group web identity | 2,500 to 6,000 | one template rolled out per clinic |
| Site build and multi-location CMS | 5,000 to 10,000 | each clinic updates its own hours |
| Copy for 9 clinic pages and 6 speciality pages | 2,500 to 5,000 | unique content, no duplication |
| Practice software connector and booking | 3,000 to 7,000 | depends on available API |
| Local SEO and 9 Google Business Profiles | 1,000 to 2,000 | categories, photos, links, reviews |
| Total | 14,000 to 30,000 | 10 to 14 weeks |
| Third-party booking tool (if used) | 50 to 150 per clinic per month | recurring subscription |
These are 2026 ballpark figures for the Irish market. At Kolonell, maintenance runs at 35,000, 75,000 or 120,000 FCFA a month (53, 114 or 183 EUR) depending on the level, and the rest of the scope is quoted.
Multi-location local SEO, clinic by clinic
Searches like 'vet Naas' or 'emergency vet Dublin 15' are won in Google's local pack. Each clinic needs a complete Google Business Profile (primary category, real hours, recent photos, a link to its own clinic page rather than the group home page) and a web page with its own content: named team, equipment, access, parking, areas served. VeterinaryCare structured data per clinic, a review request after every consultation and hours synced between the site and the profiles make the difference. First ranking gains usually appear within 3 to 6 months.
Mini case study
Siobhan, operations director of a 9-clinic veterinary group in Leinster, handles 45,000 appointments a year, 8 % booked online. Each phone booking takes a receptionist about 4 minutes. Target: 32 % online. That means 10,800 fewer calls a year, freeing 720 receptionist hours. At a loaded 28 EUR an hour, the saving reaches 20,160 EUR a year.
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On acquisition, if local SEO brings just 5 new clients per clinic per month, so 540 a year, spending an average of 200 EUR in their first year, extra revenue reaches 108,000 EUR. For a site at 24,000 EUR plus 1,200 EUR a month for a third-party booking tool (14,400 EUR a year), the investment is covered within the first year.
FAQ
Does one shared site hurt each clinic's rankings?
No, as long as it has a rich page per clinic linked to its Google profile. It usually outperforms 9 weak small sites, because domain authority benefits every page.
Can we keep our current practice software?
Yes. The connector adapts to the existing system, at 3,000 to 7,000 EUR depending on the API. Without one, a third-party booking tool bridges the gap.
How many online bookings can we expect?
Well equipped groups reach 25 to 40 % online bookings within 12 months, mainly for vaccinations and routine consultations.
How do we add a newly acquired clinic?
The template adds a clinic in 1 to 2 weeks: page, Google profile, diary and redirects from the old site.
Should emergencies be handled online?
Not for booking, but yes for information: an up-to-date out-of-hours page with the number and the open clinic sharply reduces missed calls at night and weekends.
Let's scope your project. Tell us how many clinics you run, your practice software and your current sites, and we will scope the architecture, local SEO and a 10 to 14 week plan. 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.
