Recent studies show that small businesses are in a state of peril. Over half of all company owners polled say they still need help strengthening their social media efforts, and chances are the marketing deficiencies don’t end there. Web development, search engine optimization and email campaigns are all equally as essential as social media in helping a business cultivate its full branding potential online.

Take veterinary practices — highly specialized businesses that often have trouble standing out in such a competitive market. If the services offered are more or less the same across the board, what can vet websites do better than their peers to assemble more dynamic web personas? The answer lies in strong, effective web design for better veterinary marketing.

Let’s look at it from the perspective of a web user trying to find a vet through Google. This user will likely type general keywords like “Atlanta vet” or “good vet doctors Chicago” in hopes of locating a practice somewhere in his or her immediate geographic region. The keywords are quite important, and that’s where strong SEO will help. But sites that bring the wow factor in terms of design and graphics tend to get priority in the search rankings because of how they offer a great overall user experience.

So, what steps can veterinary website designers take to increase their rank in Google, opening up more doors to lasting business?

1. Pay attention to the trends.

As much as it’s important to present a singular, unique vision as part of your site’s graphic interface, you can’t stray too far from what’s considered mainstream, either. Today, websites are typically 877 pixels wide and feature their logos prominently in the top-left corner of the home page (and, in some cases, every page). Users have come to expect these design features as standards, so when they’re missing, your site seems just a bit off. Take steps to build a thoroughly engaging site and you’ll likely be rewarded with better veterinary marketing.

2. Rely on simple, effective colors and shapes.

Again, you need to make users feel right at home when they first click on your link in the search results. On average, a user will decide whether your site is worth sticking around to check out within 90 seconds, so you have exactly a minute and a half to grab his or her attention. Don’t do this is odd ways, though — always rely on light background colors and stick to two or three for your entire palette. Your font says a lot about your service, too, so be sure to choose one that best conveys how you want to present yourself.

3. Prepare to go mobile.

If your site isn’t already optimized for mobile viewing, you’re already living in the past. Veterinary marketing, just like every other kind of marketing, has gone mobile to accommodate the growing number of web users who view content on their smartphones and tablets instead of desktops and laptops. Since data indicates 2017 will see mobile overtaking standard internet use, you definitely have to get there before your users do. Responsive web design is the name of the game now, so look into ways to make your site accessible by mobile device as well as standard computers.

Now you know how to start building a better website. Looks like it’s time to get to work.