Case Study
The American Association of Equine Practitioners (AAEP), the leading organization for equine veterinary medicine, faced a significant digital challenge. Their previous website suffered from clunky navigation and hard-to-use directories, while fragmented microsites created more maintenance burden than value. Critical tools like their job board weren't effectively connecting students with internships, and the "Find a DVM" tool was difficult for horse owners to navigate. These limitations hindered AAEP's ability to activate members, promote the profession, and serve as the definitive resource for equine health.
At the center of the comprehensive digital transformation we delivered are specialized tools that serve AAEP's diverse audiences. The newly built Intern Hub connects veterinary students with member-submitted opportunities through an intuitive filtering system. The revamped Find a Veterinarian Directory offers a fast, mobile-friendly experience for horse owners. A new Equipment Marketplace allows practices to exchange supplies, while the Annual Convention Platform provides a consistent, easy-to-update event experience that staff can manage independently.
- Purpose-built intern hub connects the next generation of equine veterinarians with career-launching opportunities
- Mobile-optimized directory search helps horse owners quickly find AAEP members in their area
- Equipment marketplace keeps valuable transactions within the AAEP ecosystem
- Staff can update branded event framework without technical assistance
The reimagined homepage balances professional authority with accessibility, creating clear pathways for AAEP's diverse audiences—from veterinary students to horse owners.
The Intern Hub connects aspiring equine veterinarians with member practices, addressing the profession's recruitment challenges through a streamlined matching process.
The mobile-friendly Find a Veterinarian directory makes it simple for horse owners to locate AAEP members, strengthening the value proposition for membership.
Launched in April 2024, the new site has quickly become a cornerstone of AAEP's digital strategy. They now rank #1 in Google for key terms including "horse vaccinations," "horse vet," and "equine horse vet," outranking major veterinary organizations like the American Veterinary Medical Association. Organic search drives over 50% of site traffic, with strong engagement across the Intern Hub, Resource Library, and new directories. Most importantly, the platform now actively supports AAEP's mission to ensure the health and welfare of horses through the recruitment and support of the next generation of equine practitioners.
