Free setupLive in 7 days30 leads in 30 days or your money back
Home  /  Industries  /  Veterinary  /  Landing pages
Veterinary · landing pages

Informed financial consent is not a conversion tactic. It is a rule.

Victoria requires it before a management plan is implemented, with cost updates recorded in the medical record. New South Wales requires an estimated cost before services are provided. Price transparency on a veterinary page is a conduct obligation before it is a marketing decision.

Why money belongs on the page

The cost conversation is regulated, so have it early.

Victorian guidelines require informed financial consent before a management plan is implemented, regular cost updates recorded in the medical record, and documentation of any financial constraints substantively affecting the owner's treatment decisions. The New South Wales code requires informing the client of the likely extent, outcome and estimated cost before providing services.

So the awkward money conversation is not something a veterinary practice can defer to reception. It is part of the standard of care, and a landing page that starts it honestly is doing the clinic a favour rather than undercutting it.

The stakes are real. Around 12 per cent of Australian pet owning households needed financial assistance for veterinary care in a twelve month period, and around 7 per cent of dog and cat owners went without food themselves to feed their pet. Veterinary costs have also risen faster than general inflation, up about 43.5 per cent since mid 2019 against 28.4 per cent for the CPI overall.

What the page must do

Five things, and the first two are money.

Publish the consultation fee
Including the after hours fee if you have one. The category convention is to withhold it and force a call, which works for emergency triage and works against you for routine work. Published Australian emergency consultation fees run from about $195 to $365 against a daytime average of around $82.
Say what happens if they cannot pay
Payment plans, third party finance, whether you accept gap only insurance claims at the counter. This is the question a frightened owner at 2am is actually asking, and it is the one almost no Australian veterinary page answers.
State your real hours, precisely
Not 24 hours if the roster is not 24 hours. In Victoria advertising emergency services you cannot staff is a conduct breach, and the guidelines require the hours and any limitations to be communicated. In Western Australia you must attend during your advertised hours.
Use the client stories
You may, and your human healthcare neighbours may not. Handled honestly, an owner describing what happened at 3am is the most persuasive asset available in this category and it is legally unavailable to every Ahpra registered profession.
Set the wait expectation
One Australian clinic tells its own clients that emergency wait times of two to six hours are not unheard of. Saying so loses nobody who was going to attend anyway and prevents the review that follows a four hour wait nobody warned them about.
Two pages

What changes when the page respects the owner.

The standard page

  • Call for pricing, with no figure anywhere.
  • 24 hour emergency care, with no roster detail.
  • Compassionate, caring, experienced. Adjectives only.
  • No mention of payment options or insurance.
  • Stock photography of a puppy.

The page that converts

  • Consultation fee published, day and after hours, with an estimate promised before treatment.
  • Exact hours, and what happens outside them.
  • Named vets, their areas of particular interest, and their registration.
  • Payment options, and whether you process insurance at the counter.
  • A real client account of a real night, which you are permitted to publish.
The relationship on this page has three parties
Victorian guidelines define an owner as a person who has property rights over an animal, and describe the formal relationship as tripartite between practitioner, owner and animal. That is not a legal curiosity, it shapes the copy. The reader is not the patient, the reader is legally responsible for the patient, and the reader is paying entirely out of pocket because there is no Medicare and no rebate. Pages written to the patient, in the way human healthcare pages are, miss all three of those facts.
Straight answers

Questions clinic owners actually ask

Should a veterinary clinic publish its prices?
Yes, and in Australia there is a regulatory argument as well as a commercial one. Victorian guidelines require informed financial consent before implementing a management plan and require cost updates to be recorded, and the New South Wales code requires an estimated cost before services are provided. Publishing the consultation fee starts that process honestly. The category convention of withholding price to force a phone call makes sense for emergency triage, where the animal needs assessing before anyone can quote, and it works against the clinic for routine and preventative work.
Can a vet clinic advertise 24 hour emergency care?
Only if it is true, and in Victoria that is a conduct standard rather than an advertising nicety. The guidelines there state that a practitioner advertises emergency services only where appropriate facilities, equipment or assistance are available and a registered practitioner is accessible, require the hours to be clearly specified in advertising, and require any limitations or conditions to be communicated. Western Australia separately requires substantial attendance during advertised hours. Given that most Australian emergency networks run varied rosters by site, a single national claim is frequently inaccurate as well as risky.
What should a veterinary page say about cost when someone cannot pay?
Something concrete, because it is the live question. Around 12 per cent of Australian pet owning households needed financial assistance for veterinary care within a year, and veterinary costs have risen roughly one and a half times faster than general inflation since 2019. Name your payment options, say whether you can process an insurance claim at the counter so the owner only pays the gap, and be honest about what you can and cannot do. Peer reviewed Australian research on emergency bloat cases found pre surgical euthanasia was substantially more common among uninsured animals than insured ones, so this is not an abstract question.
Are client testimonials worth using on a veterinary page?
They are the strongest asset you have and your human healthcare competitors cannot use them. We checked the current instruments in Victoria, New South Wales, Queensland, South Australia and Western Australia and found no testimonial restriction in any of them, and Victoria repealed the one it had in 2015. Ordinary consumer law still applies, so they must be genuine and not misleading. Given that the decision your reader is making is frequently emotional, urgent and expensive, an honest account from somebody who has been through it does more work than any list of services.
Related

Landing pages in other clinics

Dermatology landing pagesPhysiotherapy landing pagesRemedial Massage landing pages
A campaign partnership built for clinics

Ads that earn their place in your P&L.

A senior team that lives inside your account. Conversion infrastructure wired in before any ad goes live. Reporting that ties spend to booked appointments, not impressions.

Dedicated account manager

A senior specialist who runs clinic accounts day to day.

Clinic-only specialists

Every keyword, headline and account structure built inside real Australian clinic accounts.

Award-winning team

Winner, Best Google Ads Campaign, Australia 2025. Google Partner. AFR Fast 100.

When you're ready
We will be too.
Start a conversation →How we work