Project Overview

The VetChip project involved the design and development of a modern, conversion-focused website for a 24/7 veterinary hospital in Rio de Janeiro. The goal was to create a scalable digital foundation that clearly communicates services, builds trust, and supports urgent decision-making - while remaining adaptable to other healthcare verticals.

Business Goals

VetChip needed a website that could:

• Present a wide range of services in a clear, structured way

• Support urgent actions such as phone calls and WhatsApp contact

• Build credibility in a high-stress healthcare environment

• Remain easy to update as services, team members, and information evolve

The solution also needed to be reusable across other healthcare businesses, including medical clinics and dental practices.

Solution & Digital Structure

We designed a modular, healthcare-ready website architecture focused on clarity, speed, and conversion.

The structure includes:

• A services hub with parent and individual service pages

• Clear emergency pathways with prominent call-to-action buttons

• A dedicated FAQ section to reduce friction and repetitive inquiries

• Contact forms combined with direct phone and WhatsApp integration

• A clear page hierarchy optimised for SEO and AI discovery

Sitemap

This structure is intentionally universal and works across multiple healthcare industries.

Content Management & Scalability

All dynamic sections of the website were built using Framer CMS, allowing VetChip to manage content quickly and independently.

CMS-managed sections include:

• Services pages

• Medical team profiles

• Blog (currently in draft by client choice)

• Terms & Privacy pages

• Image gallery (draft, ready for future use)

This approach enables fast updates, draft-and-publish control, and long-term scalability - without relying on developers - turning the website into a living operational tool rather than a static marketing asset.

User Experience & Conversion Design

Healthcare websites require fast, intuitive decision-making.

Key UX decisions included:

• Persistent emergency buttons linking directly to phone calls

• WhatsApp integration for low-friction communication

• Clear service categorisation to avoid confusion

• Simple, reassuring language throughout the site

Services parent page + emergency CTA (automatically translated using Google Translate for this showcase - please disregard the wording)

Services description page + form linked to client's email (automatically translated using Google Translate for this showcase - please disregard the wording)

Technology & SEO Strategy

The website was built with performance, SEO, and AI-readiness in mind.

Key foundations include:

• Page-level titles and meta descriptions across all sections

• Structured service pages to avoid keyword cannibalisation

• Clear semantic hierarchy (H1, H2, H3)

• Content optimised for Google and large language models

This ensures visibility in both traditional search and AI-driven discovery.

Results & Impact

• Clearer service communication

• Stronger conversion paths for emergency and contact actions

• A scalable structure ready for future growth

• A repeatable digital framework adaptable to multiple healthcare industries

• PageSpeed SEO and recommended practices score: 100 and 96

Key Takeaway

This project demonstrates a repeatable digital model for healthcare businesses, combining structure, conversion-focused design, and scalable content management - suitable for veterinary hospitals, medical clinics, and dental practices.