What Veterinary Clients Really Look for in Online Reviews
Online reviews can feel like emotional whiplash.
One moment, you're all giddy from a five-star review praising you and your compassionate care. Next, you're spiraling over a two-star post from someone upset about your late policy. It's easy to take it personally—after all, this work is personal.
Reviews aren't about grading your worth as a veterinary professional. They're about helping future clients decide if your practice is the right fit for their pets. And when you start to look at reviews through the lens of potential clients, they become less about your ego and more about your growth.
This blog isn't here to tell you to toughen up. It's here to help you understand what clients are actually looking for when they read online reviews and how you can use that insight to make your practice even stronger.
First, What Online Reviews Actually Do
Online reviews serve one primary function: they build (or break) trust before a client ever sets foot in your practice.
In fact, recent studies show:
- 90% of people read online reviews before choosing a business
- 84% trust online reviews as much as personal recommendations
- Most people read at least 5–7 reviews before making a decision
So it's not about having all perfect reviews, it's about creating a clear, trustworthy impression that speaks to what pet owners care about most.
The Patterns Clients Are Looking for In Reviews
One bad review does not destroy a great clinic. Clients understand that things go wrong sometimes. What they want to see is how you consistently handle situations and what experience they can expect on average.
What they're scanning for:
- A general tone across reviews (warm and welcoming vs. cold or chaotic)
- Consistency in how your team treats pets and pet parents
- Whether positive experiences outweigh the occasional negative ones
- Signs that you own your mistakes and strive to improve
Genius Reminder: It is good to have a mixture of reviews because it helps paint an accurate picture of the experience, how you and your team provide care, and a reflection of how professional you remain during a crisis (in-person or online).
Specific Stories Speak Louder Than Stars
Five stars are great. Five stars with context are even better. Clients love reading reviews with specific examples, because it helps them imagine what their own experience might look like.
What to encourage clients to mention:
- The name of the team member who went above and beyond
- A particular moment that made them feel supported or understood
- How their pet was treated throughout the visit
- Whether they felt their concerns were heard and explained clearly
These details paint a picture that builds trust much faster than a generic "they were great."
Genius Tip: If you want to gain more reviews but are unsure how to ask for more or what to ask for, check out our blog How to Ask for Reviews Without Feeling Awkward, so you can be equipped with a strategy to guide your reviews narrative while gently asking your guests for feedback.
The Front Desk Matters More Than You Think
Veterinary teams often focus on the medical side of care, which makes perfect sense. But for many pet owners, their opinion starts forming the second the phone is answered or they walk through the door.
What reviewers often talk about:
- Was the receptionist friendly and helpful?
- Did someone greet them when they arrived?
- Was scheduling a smooth process?
- Did the team seem organized or frazzled?
These "first and last impression" moments shape the entire client journey, and they often get just as much attention in reviews as clinical care does.
Communication Can Make or Break Trust
Clients want to feel informed, not overwhelmed. Clear communication about diagnoses, treatments, costs, and follow-ups goes a long way.
Review highlights that build trust:
- "They explained everything in a way I could understand."
- "They gave me options, not pressure."
- "They told me the costs upfront."
- "They followed up after the appointment to check in."
If communication is rushed or confusing, even great medical care might be overshadowed.
Kindness Toward the Pet Is Everything
While pet owners definitely care about what happens during exams or procedures, they are even more tuned into how their pets are treated emotionally. If a team member takes the time to calm a nervous pup or offer a treat to a shy cat, that often earns a glowing mention.
Look for these client review gems:
- "They got down on the floor with my dog to help him feel safe."
- "They gave my cat space and didn't rush her."
- "Everyone genuinely seemed to care about my pet."
Compassion and patience build deep loyalty, especially when pets are nervous or reactive.
Clients Read Your Responses Too
Whether a review is glowing or critical, your response says just as much as the original post. Many pet owners read responses to see how your clinic handles feedback.
Best practices for review responses:
- Thank the reviewer sincerely for their positive feedback.
- Address negative reviews with calm professionalism; depending on the negativity of the review, it may be best to take it offline before responding.
- Avoid getting defensive, even if the review feels unfair. That is how the individual felt regarding their experience.
- Offer to take the conversation offline when appropriate to ensure the client has an opportunity to further discuss the situation and find a solution that fits both parties.
A thoughtful response shows you care about client experience and take feedback seriously. That builds credibility and earns respect. Need help developing confidence in how you handle negative feedback? Check out our blog, How to Handle an Online Crisis or Reputation Attack.
Don't Take Online Reviews Personal, Use Them Strategically
Negative feedback stings, especially when your team works hard. It's natural to feel frustrated. But remember, each review is a snapshot, not the whole story. Instead of getting discouraged, use the feedback to improve what you can and celebrate what you're doing well.
Genius ways to use review insights:
- Bring up themes in team meetings and talk through improvements
- Celebrate positive feedback internally to boost morale
- Use review data to identify training needs
- Share reviews in your marketing to show transparency and trustworthiness
Online reviews are more than just star ratings. They are digital word-of-mouth and one of the most powerful tools new pet owners use to choose their care team. When you understand what they're really looking for, including consistency, kindness, communication, and responsiveness, you can start shaping your review strategy to reflect the heart of your practice.
At GeniusVets, we help you manage, monitor, and respond to reviews with ease using our all-in-one Reputation Dashboard. Because when your reputation reflects the level of care you provide, clients feel confident choosing you over and over again.
Want to take control of your clinic's review presence?
Schedule a free Marketing Health Exam and let's make sure your online reputation is working just as hard as your team is.