Vety

Vety is a nationwide platform that connects pet owners with veterinarians near them.

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 CRM 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 editorial calendar and workflow.
• Manage a team of writers and editors.
• Write website articles and other copy, and edit content written by other writers.
• Monitor performance data and optimize our content for SEO and AI/GEO.

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 customers used the site to find local vets.
• AI visibility increased by 350% in six months.

Market research & content strategy

My process included extensive competitor analysis, customer and veterinarian interviews, topic research, and SEO/GEO research.