Perry Vet Clinic
Perry Vet has been a trusted name in Western New York veterinary care since 1919, serving both companion animals under the Perry Pet brand and farm, dairy, and equine clients under Perry Vet. Their old WordPress site had grown into dozens of small, scattered pages, and it wasn't clear which side of the practice a visitor had landed on. The goal was to move the practice to Squarespace, give each audience a clear path to the services, locations, and contact info they needed, and clean up a Google Business Profile presence that had fallen out of sync with legacy names and listings.
Tools & Technologies
Platform: Squarespace (migrated from WordPress)
Technologies: HTML & CSS customization, Squarespace native features
Other Tools: Image editing tools (e.g., Adobe Photoshop & Illustrator), Google Business Profile, local SEO auditing tools
Key Features
Dual-Brand Navigation: A clear split between Perry Pet (companion animals) and Perry Vet (large animal and equine), so visitors land on the right side of the practice from the homepage on.
Structured Locations & Contact: All four clinics listed with hours, phone numbers, and directions, right where clients expect to find them.
Online Pharmacy & Resource CTAs: Direct paths to the online pharmacy, client forms, and pet owner education content.
Announcement Banners: Built-in space for emergency notices, seasonal hours, and practice updates.
Consolidated Content Architecture: Dozens of legacy pages simplified into an intuitive structure, while still preserving staff bios, career info, and client education resources.
Local SEO & Google Business Profile Cleanup: Audited and merged conflicting listings, then optimized what remained for accurate name, address, and phone info to improve website search rankings.
My Role
As the designer and developer for this project:
Information architecture and UX planning for a two-brand site under one roof
Visual design and layout, modernizing the look while keeping it warm and approachable
Full Squarespace build, migrating existing content over from WordPress
Google Business Profile audit, cleanup, and local SEO optimization across all four locations
Client training on managing the new site and GBP listings going forward
Challenges & Solutions
Challenge: Two brands, unclear routing. The old site tried to serve both companion animal and large animal clients, but nothing on the homepage told visitors which side they were on.
Solution: Built distinct entry points and navigation so each audience reaches the right services, locations, and contact options in a click or two.
Challenge: Conflicting Google Business Profiles. An outdated "Yorkshire Vet" listing and inconsistent location data were competing with the real site for visibility.
Solution: Audited every GBP listing, secured admin access, closed or merged the outdated ones, and optimized what remained so Google points clients to the right place.
Challenge: Years of overgrown navigation. Valuable content like client education and staff bios was buried under dozens of small, disconnected pages.
Solution: Consolidated the site into a simpler structure that surfaces what clients actually need, without losing any of the content that mattered.
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