The London Cat Clinic
The Focus
Feline-only veterinary clinic: The London Cat Clinic set out to refresh its digital brand and turn its engaged social audiences (14k on Facebook and 3.5k on Instagram) into website bookings as they evolved their online presence and user experience.
An award-winning, independent, ISFM Gold Cat Friendly Clinic, TLCC is purpose-built for stress-free feline care, combining specialist services such as internal medicine, ophthalmology, advanced dentistry, and acupuncture within a calm, cat-centric environment.
As part of this repositioning, they also wanted support to unify brand touchpoints across organic channels and streamline the path from post to appointment, boosting awareness and generating more traffic to the website.
Specifically our objective was to:
1. Brand Guidelines Repositioning
2. Modernise Social Media Content
3. Increase Search Visibility on Google Maps
The Strategy
Over the last 6 months, we focused on the following:
Brand Guidelines
One thing we noticed with TLCC was their lack of brand identity and strong usage of brand colours, placement and tone of voice. The physical space has clear signage and have a heavy notion on their CATS acronym: Committed, Accountable, Trusted, Striving for Excellence.
However the digital space of social collateral, email templates and printing collateral needed a brand uplift, so we created a brand guideline document showcasing string usage of thier brand colour kit, logo usage, heading vs paragraph typography and other general rules which the company now use as their bible for reference.
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Social Marketing
Reviewing their social channels, they had already built a strong community of feline lovers, however their social posting consisted on national cat days and cute cat photos. As much as this drove high engagement, there was a lack of strategy, linking social with website bookings.
We therefore decided to create a wider content mix, consisting of brand awareness, community driven and conversion action. Especially focusing on the conversion action, we created a series of vox pop interviews with the nurses and practitioners on interesting topics from vaccinations, to microchipping benefits, all with the intention to book a check up with TLCC via the website. Since launching this series, we’ve seen a spike in shared engagement and an uplift in website traffic from organic social.
SEO
The benefit on ranking The London Cat Clinic is that they are the only feline specialist clinic in London and with strong domain authority, they rank #1 for ‘Cat Clinic in London’ ‘London Cat Clinic’ etc. However they weren’t showing up on Google Maps for ‘Veterinary Services Near Me’ or ‘Cat Clinics Near Me’ which was a huge opportunity for new website visits.
We connected their Google Business Profile, clustered “near me” and local-intent keywords (e.g., “cat clinic near me,” “cat vet London,” “feline dentist”), and tracked Map Pack positions across a geo-grid to see performance neighborhood by neighborhood. Using SE Ranking’s competitor and category insights, we refined the GBP categories, services, and attributes, added booking-focused UTM links, and built an action list to improve relevance (photos, Posts with CTAs, Q&A, and review prompts that echo target terms). We also monitored citation/NAP consistency and on-page local signals, then tied changes to movement in the heatmap so we could double down where rankings and visibility lifted.
Email Template Design
To reflect the brand uplift, we created 4 templates that incorporate the cat “swoosh” as part of the layout. The templates created consisted of newsletters, refer a friend campaign and their referral brochure.
We designed these templates on Mailchimp which works well with their flexible builders as we were able to build out the templates into separate sections, making sure the swoosh flowed nicely from the hero, to the info sections. Call to actions were important to stand out, so we made sure the buttons were big and bold, but not too in distracting from the information.
