Vety is a nationwide platform that connects pet owners with veterinarians near them. Vety also offers veterinary practice management software (SaaS).
As part of my work for Liaison, Inc., Vety’s parent company, I handled the content strategy, copywriting, and content management for the brand from its initial launch onward.
Goals
Build the brand into a trusted authority that pet owners turn to for information and services, increase customer conversion rates, and increase veterinary service provider sign-ups for the company’s all-in-one booking and business management platform (SaaS).
Challenges
Vety has two distinct customer bases (pet owners and veterinarians), and our conversion goals for the two differed, requiring different content strategies and unique copy approaches.
My tasks
- Develop and successfully execute a comprehensive content strategy.
- Plan and manage the content roadmap, editorial calendar, and workflow.
- Manage a team of writers and editors.
- Write blog posts, thought leadership pieces, email campaigns, and other copy, and edit content written by other writers.
- Ensure all content is optimized for SEO and GEO/AEO.
- Analyze performance data, SEO and GEO/AEO data, audience insights, industry trends, and the competitive landscape to continuously optimize the content strategy and refine messaging.
Outcomes
- Organic traffic reached 54,000+ visitors per month in the first year, with no paid ads.
- Thousands of veterinarians joined the platform in the first year.
- Thousands of pet owners use the site each month to find local vets.
Market research & content strategy
My process included extensive competitor analysis, industry research, customer and veterinarian interviews, topic research, and SEO/GEO/AEO.
Copywriting samples
I wrote more than 40 articles and blog posts for Vety and edited more than 250 articles created by other writers on the team. The articles below represent a small sample of that content. Each article required in-depth research, SEO and GEO/AEO strategy, and extensive cost data gathering.
“How Much Does Dog Lymphoma Treatment Cost?”
A high-intent article targeting pet owners facing one of the most emotionally and financially significant decisions of pet ownership. The research for this piece was more complex than a typical cost article; treatment costs vary widely depending on the type of lymphoma, treatment protocol, and geographic region, and the medical subject matter required accurately synthesizing clinical information alongside cost data.
The article was designed to serve pet owners researching their options while driving them to find a local veterinarian through Vety’s platform. I optimized the article for both traditional search and AI-driven discovery.
(Click to read the full article: “How Much Does Dog Lymphoma Treatment Cost?“)
“AI in the Exam Room and Beyond: Practical Ways Veterinarians Are Using AI Today”
A provider-facing article I created as part of a trust-building content strategy: addressing veterinarians’ skepticism toward AI head-on, with practical, low-risk use cases, before introducing Vety’s own AI features as a natural extension of that broader industry shift rather than a sales pitch.
I tailored SEO and GEO/AEO optimization to the conversational, question-based searches of veterinarians researching AI tools for their practice.
(Click to read the full article: “AI in the Exam Room and Beyond: Practical Ways Veterinarians Are Using AI Today”)
“How to Become a Veterinary Technician”
A provider-facing article built around a long-game acquisition strategy: reaching veterinary professionals as early in their careers as possible to establish Vety’s brand before they were in the market for a booking and business management platform.
This piece required in-depth research into veterinary technician certification pathways and training requirements, alongside data gathering on salary ranges, job outlook, and industry trends. SEO and GEO/AEO optimization was tailored to the search behavior of people actively exploring veterinary technology as a career path.
(Click to read the full article: “How to Become a Veterinary Technician”)
“How Much Does it Cost to Cremate a Dog?”
A sensitive, high-intent article targeting pet owners navigating the loss of a beloved pet — a moment when clear, accurate, and compassionate information is especially valuable. The article required extensive cost data gathering across cremation types and regional providers and was written with particular care for tone given the emotional weight of the subject matter.
By providing trustworthy guidance at a difficult moment, the article also served a conversion goal: connecting grieving pet owners with local veterinarians in Vety’s network for end-of-life care services.
(Click to read the full article: “How Much Does it Cost to Cremate a Dog?”)