The short answer
Say what you do, who does it and what it costs. Do not claim outcomes, do not claim superiority over other practices, and do not use a protected title or a specialist status you do not hold.
Veterinary advertising sits inside a professional code in most countries, through the RCVS Code of Professional Conduct in the UK and through state veterinary boards alongside AVMA guidance in the US, with equivalents in Canada, Australia and across the EU. What follows is orientation rather than legal advice. Your own regulator and a local adviser are the authorities.
The general rule everywhere
Advertising by a veterinary practice is expected to be honest, accurate, capable of being substantiated, and not likely to mislead an owner. Consumer advertising law sits on top of that and says much the same thing in more general terms.
If you can put a document behind a claim, it is usually fine. If the claim exists because it sounds good, take it off.
Titles and specialist status
This is the sharpest line on a veterinary website. Terms describing specialists and advanced practitioners are controlled in most jurisdictions, and the certificates and recognitions behind them are specific.
Only use a specialist or advanced practitioner description where the named individual actually holds that status, and describe it exactly as the awarding or recognising body describes it. Where a vet has a certificate but not a recognised specialist status, say what the certificate is rather than reaching for the bigger word.
Where the regime allows it, an accreditation held by the practice rather than a person, such as a practice standards accreditation, is worth showing at the level you actually hold and no higher.
Show registration, do not imply it
Every vet and nurse profile should carry their name, their role and their registration or licence details as your regulator expects them to appear. That is the most convincing thing on the page and it costs nothing.
Keep it current. A profile for someone who left two years ago is both a trust problem and a compliance one.
What to avoid saying
Guaranteed or promised outcomes of any treatment.
Comparative claims about other named practices, or unprovable superlatives such as the best in the county.
Success rates, cure rates or survival figures presented without the study or audit behind them.
Anything that discourages a client from seeking veterinary attention, or reads as diagnosis over the internet.
Testimonials that describe a clinical outcome. Reviews are useful, and reviews about the experience are safer than a story about a recovery. Where your regulator restricts testimonials in advertising, follow that.
Before and after images of clinical cases, unless your code permits them and you hold the owner's clear written consent.
Medicines are a separate regime
The advertising of prescription only veterinary medicines to the public is restricted in a number of countries. That is a different rule from professional advertising and it catches practices that build a shop page or a price list of named products.
Describe dispensing and preventative treatment in general terms, and take local advice before naming and promoting specific prescription products to owners.
The things you should claim
The strongest veterinary websites are not cautious, they are concrete.
Your equipment and what it lets you do in house rather than by referral. Your team, named, with registrations and interests. Your out of hours arrangement. Your consultation length. Your fees and health plans. Your accreditation. Photographs of your actual building and rooms. Google reviews, shown as they were written.
None of that needs a superlative and all of it is substantiated by definition.
Run one review a year
Once a year, or whenever a vet joins or leaves, read the whole site against three questions. Is every claim still true. Can every claim still be evidenced. Does every profile still show the right registration.
Have a named veterinary surgeon sign the review off and record the date. It takes an hour and it is the cheapest compliance work you will ever do.
Where this sits
Claims that stay inside the code, registration shown on every team profile and an annual sign off are part of how we build a veterinary clinic website, and the same care runs through our other pet business websites. Our packages are on pricing. Say what is true, show who did it, and let the equipment and the team do the persuading.