A veterinary platform built to scale
Helping one of Norway's most trusted veterinary chains build a platform for the future. We started with their existing website and ended up rethinking how it could work — not just for EMPET, but for a growing network of brands across Europe.
Who is Empet
EMPET is one of Norway's most trusted veterinary chains, with 53 clinics nationwide. They're part of Vetopia, an international network of veterinary providers operating across nine countries. What drives them is pretty straightforward: make high-quality pet care accessible to more pet owners.
EMPET was looking for a partner to support their continued expansion in Europe and to help transform their digital presence. When they first approached us in 2024, they were looking for support with their existing website. What started as maintenance turned into something more strategic.
The Problem
The website looked good on the surface. But as we dug in, we found room to improve:
- The booking experience wasn't as smooth as it could be
- Clinic pages were missing details that would help them stand out
- There was no way to showcase the expertise of individual staff — no author pages, no bios, no credentials
- SEO was good, but there was a lot of room to do better
For a company with big ambitions, the platform had the potential to do much more. As we worked together, we also spotted a bigger opportunity: the foundations could be rebuilt in a way that would work across Vetopia's other brands too. It wasn't on the original roadmap, but it made sense — so we went for it.
The Choice
EMPET chose to keep working with us because the relationship worked. We weren't just ticking off tasks — we were asking questions, suggesting improvements, and helping them see what was possible.
Over time, the scope grew from small fixes to a wider platform initiative. That kind of trust takes time to build.
The Solution
We got to work on EMPET's existing Sanity CMS setup, focusing on the things that would make the biggest difference. Along the way, we also made improvements to the back office — small tweaks to Sanity Studio that made life easier for editors and streamlined day-to-day content work.
Employee and author pages
Staff can now have their own profile pages with bios, credentials, and education. Articles link back to their authors, helping showcase the expertise behind EMPET's content.
A new services page
Pet owners can now filter by species, category, and clinic to find what they need. It's server-side rendered for better SEO performance.
A rebuilt booking flow
The old booking experience relied on a third-party solution that felt disconnected from the rest of the site. We replaced it with a first-party system, custom-built for EMPET and designed to fit seamlessly into their existing brand and design system. Vipps authentication makes it faster and more secure. It's currently in pilot with 2 clinics, with a full rollout planned.
SEO improvements
We restructured content and architecture to improve visibility and indexing across the site.
What's Next
The foundation is in place. EMPET now has a platform that's ready to grow with them.
In the short term, the new booking system will roll out across all 53 clinics. Beyond that, additional Vetopia brands are being onboarded onto the same codebase — the first step toward a shared platform across the group.
Whatever comes next, EMPET is ready for it.