SurgiPet

A Webflow migration with separate routes for pet owners and referring clinics.

Industry: Veterinary Surgery
Service: Website Redesign
Platform: Webflow
Audience: Pet owners and referring veterinary practices

SurgiPet website shown on desktop and mobile devices.

(01)Results

Referrals received: 38
Completed referrals: 63%
Form abandonment: −29%

(02)Overview

SurgiPet provides veterinary surgery for pet owners and referring practices. The site had to explain the care on offer and support two tasks: browsing treatment information and submitting referrals. We redesigned it and moved it from WordPress to Webflow, reorganising services, conditions and resources around both audiences, with multi-step Formstack forms.

01
Website migration
The WordPress site rebuilt in Webflow, with key service and resource content carried over and redirects planned.
02
Audience journeys
Pet-owner and clinic journeys split, each service linked to the right contact or referral route.
03
Formstack integration
Multi-step forms for patient and referral details.
04
Content and SEO
Services, conditions, FAQs and resources restructured, with on-page SEO and redirect work.

SurgiPet website pages shown on desktop and mobile devices.

(03)The approach

Connect treatment information and referral forms while moving the website to Webflow.

Pet owners and referring clinics need different information. The site had to steer each group to the right services and forms while carrying existing WordPress content into the new structure.

(04)Collaboration

Redesign, WordPress migration and Formstack integration planned as one delivery.

Stage 01
Discovery
Reviewed the WordPress content and each audience's needs.
Stage 02
Structure
Reorganised the pages around enquiry and referral routes.
Stage 03
Implementation
Built the site in Webflow and set up the Formstack forms.
Stage 04
Delivery
Completed the content transfer, redirects and on-page SEO.