Ever wonder how to make client education more appealing to pet owners? Far too often, clients prefer to engage with the fun stuff, while neglecting educational content. Unfortunately, missing out on key pet care information is a major detriment to preventive care and can lead to health complications down the road.
Your veterinary blog is an ideal place to share essential pet health information. That’s why we’ve put together a quick, handy guide to help you create engaging, educational posts every time you blog. Just follow our step-by-step process to get started!
Part One: A compelling and informative headline
An effective educational blog post starts with reeling in your reader, and the headline is your first—sometimes only—chance to make a good impression. Ask yourself: why would pet owners want to read this? The best headlines promise something of value to entice clients to read them, which is especially important for client education.
Most pet owners don’t want to be lectured at, so your headline shouldn’t read like that of a peer-reviewed study in a veterinary journal or textbook. Try to keep it concise, descriptive, and intriguing for best results. Additionally, consider incorporating numbers when it fits to help your piece stand out on social media.
Part Two: A gripping introduction
Now that you’ve got their attention, how do you keep pet owners reading? The perfect introduction should invite the reader into the rest of your blog, without any false pretenses. We recommend using the opening paragraph to forge a connection with pet owners by identifying common problems and addressing how you plan to solve them.
The truth is if a client doesn’t like your introduction they won’t read the rest of your blog. Rather than rushing right into to the topic you’d like to discuss, try easing into it by focusing on the necessity and benefit of what your blog will teach them. That way, you’ll be less likely to scare them off—or worse—bore them into non-compliance.
Part Three: A clear and persuasive body
Welcome to the body of your educational blog post: this is where the magic happens! Here you can share your wisdom with clarity, using layman’s terms. After all, you’re writing for pet owners and most of your clients don’t come equipped with an education in animal medicine. Stay professional, of course, but remember to use accessible language and try to briefly explain complicated veterinary terminology.
Want to boost engagement rates with your content? Try to keep your educational blog posts relevant to the pet owner experience. Distant, impersonal blogs won’t go as far because clients may assume the information doesn’t apply to them. Using strong, persuasive language, within the right context, will help encourage pet owners to retain new information and develop better pet care habits.
Part Four: A memorable finish
Phew, you’ve made it to the finish line! So how can you ensure that clients will remember the information and comply with your recommendations? If you are short on time, no worries. There are a variety of quick, yet effective ways to close off your post. Keep it classic and close with a summary of your main points, or leave your reader with a powerful statement or a compelling quote to ponder long after they’ve exited the window. You can also refer your clients to other trusted resources (like relevant posts from your own veterinary blog) for further information at the end of a post.
If you have a specific promotion or even just a specific action you’d like to encourage through your blog post, be sure to add an inspiring call-to-action after your conclusion. This statement will often link back to your veterinary website or social to persuade clients to engage further with your clinic in the adventure of preventive pet care.
So if your practice is ready to improve client compliance one blog post at a time, let’s get writing!
