Even the strongest, most well-established veterinary practices must consistently welcome new clients to remain healthy and thriving. Client attrition is natural — families move, pets age, life circumstances change — and even in high-performing practices, retention rates still leave a gap that must be filled with new relationships.
Industry Benchmarks: Client Retention Rates
Strong retention: 85–90%+
Average practices: 75–85%
Warning zone: below 70%
Attrition is not inherently negative. In fact, a healthy practice focuses on building deep, lasting bonds with the right clients — those who align with its culture and values. Some clients will naturally cycle out, and that’s okay. What matters most is that the practice has a clear, intentional plan to bring new clients in.
Where Do New Clients Come From?
Think like a pet parent — because you are one. When would you switch veterinarians? Most reasons fall into a few predictable categories:
Moving to a new area / needing to re-establish care
First-time pet ownership
Dissatisfaction with a previous provider
Urgent care needs when the primary clinic is unavailable
In each of these scenarios, pet owners follow the same pattern: they search online.
Even if they’ve heard of you through word of mouth, they will still look you up online to confirm you’re the right fit. And the most common search term? “Veterinarian near me.”
Whether they find you — and whether they choose you — depends on your digital presence.
Reaching New Clients Through Your Digital Presence
Potential clients engage with your brand long before they ever walk through your doors. Their first impression is not your lobby — it’s your website, directory listings, and social media presence.
Your Website: More Than Just a Pretty Design
Yes, your website should look great — but it must also work great. At minimum, it should be:
Easy to navigate
Clear on how to contact you or book online
Mobile-responsive
Intuitive for a stressed pet parent trying to find answers quickly
Independent practices have a meaningful advantage: authenticity. Use your website to showcase the heart of your team — real photos, real stories, real values. Avoid stock imagery. Pet owners want to see you, not a generic model holding a golden retriever.
Being Found: SEO & Search Engine Marketing
A beautifully designed website still won’t perform if no one can find it. This is where SEO (Search Engine Optimization) and SEM (Search Engine Marketing) come in.
SEO
Your website designer should be able to clearly explain their approach — what’s included, what’s additional, and how they’ll measure success.
SEM (Advertising)
Paid search can dramatically boost visibility. Before you spend a dollar, define your goals and understand the math behind them.
Example Budget:
Goal: 20 new clients / month
Cost per click: $5
~10 clicks = 1 booked appointment
Account for call answer rates and show rates
Budget Needed: approx. $1,300/month
While this number can feel significant, a new client’s lifetime value often exceeds this investment several times over.