Why Online Reviews Matter More Than You Think, Especially for UK Vets

Let’s be honest: everyone knows online reviews are important.

But most veterinary practices in the UK are still underestimating just how much they influence potential clients, local SEO, and even their overall brand perception.

This blog isn’t just another “reviews are great!” post. We’re digging into why they might be the single most powerful marketing tool you’re not fully leveraging.

The hidden influence of online reviews on veterinary practices

When someone searches “vet near me” or “emergency vet in [your town],” Google isn’t just scanning for websites. It’s scanning for reputation signals, and reviews are front and centre.

In fact, Google’s local pack (those top 3 map results) is heavily influenced by:

• Quantity of reviews
• Quality (star rating)
• Recency
• Keywords in reviews
• Your responses to them

So if you’ve got just a handful of stale reviews and haven’t replied to any in months, you’re basically telling Google and your potential clients that your practice isn’t active or trustworthy.

That’s brutal, and unnecessary.

What platforms should you choose?

Google Reviews

For sheer impact on local search rankings, Google Reviews are non-negotiable. They’re what shows up in your Business Profile, maps, and search results. This is where most UK vet practices should focus first.

Trustpilot

Trustpilot carries authority and is great for embedding on your website, but unless you’re running national-level ad campaigns, it’s less important locally. That said, if you’re competing in a dense area (like Manchester or London), having reviews in multiple places can lend credibility across different customer journeys.

Facebook & VetHelpDirect

Don’t sleep on Facebook. Many pet owners check out your social profiles before calling or booking. A handful of kind, well-worded Facebook recommendations can tip the balance.

VetHelpDirect and similar platforms can give extra validation, especially for users who are vet shopping more thoroughly.

Make it easy for people to leave a review where it matters most.

Why people might not click through to your site, and how reviews fix that

Imagine someone Googles “best vet near me.”

They see your name… and another clinic down the road.

You have a 4.0 rating with 12 reviews. They have a 4.8 with 127 glowing reviews and a few responses from the vet owner herself.

Who are they clicking on? It’s not you. You lost the click before your website even had a chance.

That’s the silent killer of under-managed reviews: people never even get to your site.

Encouraging reviews, beyond just “please leave us a review”

Here’s what actually works for UK vet practices:

1. Ask at the right moment – After a successful check-up or a happy discharge? That’s your golden window. Get your front desk staff trained to say: “Would you be happy to leave us a quick review? It really helps local pet owners find care they can trust.”
2. Follow up with a link – Email or SMS follow-ups with a direct link to your Google Review page work wonders. Use tools like Vetstoria or Doctify if you want automation.
3. Make it a habit internally – Add a “Review Request” checkbox to your post-visit routine. Make it part of your culture, not an afterthought.
4. Incentivise ethically – You can’t pay for reviews, but you can run “monthly draws” where reviewers are entered to win a treat basket for their pet. (Just don’t require a positive review — keep it fair and transparent.)
5. Spotlight reviews in your content – Create social posts or stories with review quotes. This encourages others to contribute (“Oh, they actually read these!”).

Don’t just collect reviews, RESPOND to them

This is critical. Your responses don’t just signal appreciation, they show that you’re attentive and professional.

For negative reviews, a thoughtful, polite response can defuse tension and even earn respect from other readers.

Here’s what to aim for:

• Thank all reviewers
• Use their pet’s name if appropriate
• Add a touch of humanity (“We loved seeing Bella today!”)
• Never be defensive — always take the high road

Google notices when you engage. So do clients.

Video reviews are the underrated goldmine

Want to stand out dramatically? Encourage video reviews.

Video testimonials from happy pet owners are relatable, emotional, and highly shareable.

You can use them:

• On your website
• In social media ads
• In YouTube Shorts or Instagram Reels
• Embedded into blog posts

Even a 20-second video of someone saying “They saved my Labrador’s life, I wouldn’t go anywhere else” is worth more than ten 5-star text reviews.

How to get them:

• Ask long-term clients if they’d be open to filming something short
• Offer to film it yourself after a visit
• Use a simple prompt like: “What do you love most about [Your Practice Name]?”

Your reputation is your marketing

If you’re a veterinary practice in the UK, your reputation is your marketing. Reviews don’t just build trust, they boost SEO, shape first impressions, and determine whether people ever even visit your website.

Treat them as a living part of your brand, not just passive feedback. Ask for them. Respond to them. Repurpose them.

Even a few great reviews can unlock growth, because in the world of local vet searches, trust isn’t built on flashy websites.

It’s built on what other pet owners say about you.

Want help building a reviews strategy tailored to your practice?

Get in touch and let’s turn your happy clients into your biggest advocates.