Vets at HomeVeterinary care
From The Pet Euthanasia People to Vets at Home: a rebrand and the platform behind it
A full rebrand, a new Next.js site, a booking platform with payment links and consent flows, a lead broadcaster to a national vet network, a vet-reviewed content engine and a nine-domain migration, delivered as one system.
- domains migrated to one brand
- 9
- vet-reviewed articles published each week
- 5
When your company is called The Pet Euthanasia People, every first impression happens at the hardest moment of a family's life, and the name leads with the procedure rather than the care. The team behind it, a respected UK provider of in-home euthanasia, aftercare and cremation delivered through a national network of vets, asked Operosus to fix that. Not just the name: the website, the booking journey, the operations behind it and the nine domains the brand had accumulated along the way.
They are now Vets at Home, live at vetsathome.com, with a platform underneath that matches the promise on the page.
The problem
Three problems, tangled together. The brand made a difficult conversation harder before it started. The web presence was split across nine domains, with the main site on Webflow and barely visible in organic search next to larger competitors. And the operation ran on a patchwork: two separate admin apps, a no-code automation tool, and a generic CRM that forced vets, pet owners, crematoria and practices into one flat "contacts" list it was never designed to hold.
What we built
A full rebrand to Vets at Home: name, domain, visual identity and a written voice guide built for a bereavement context, anchored by the line "How things end matters".
A new site on Next.js, deployed to Cloudflare Workers via OpenNext with Supabase behind it. It launched with a keyword-led URL structure, 88 city pages plus five in-depth location pages, and CI that deploys on every merge and runs a nightly publish job.
A booking platform with payment links and consent flows. The schema models the business as it actually is, with vets, pet owners, crematoria, practices, jobs and referrals as first-class entities rather than bent contacts. When a family books, the system issues a payment link, captures consent before the visit, and keys the follow-up communications off both. The 25 automation workflows that ran the old business were ported from the no-code tool into typed Inngest functions backed by 248 automated tests, replicated like-for-like against live behaviour before anything was improved, so nothing broke mid-migration.
A lead broadcaster to the national vet network. Each new booking is geocoded, matched against every vet's stored coordinates and travel radius with a haversine query in Postgres, and broadcast to the vets in range over WhatsApp. Each message carries a durable personal login link, so a vet taps it on their phone and lands straight in their portal with no password. They see limited job details until allocated, record their availability, and the admin team allocates in one click. Driving distances come from Google's Distance Matrix exactly once per postcode pair, then live in a cache, replacing per-view recalculation that was quietly billing every month.
A vet-reviewed content engine. Five articles are drafted each week, every one reviewed by a named RCVS vet through a review dashboard before it can publish, then drip-fed live at one per weekday by the nightly job. Medical end-of-life content is exactly the category search engines hold to the highest standard, and the review gate is non-negotiable.
And the domain migration: nine domains in total, with pepvets.com redirected page-by-page and eight legacy and defensive brand domains pointed at vetsathome.com through Cloudflare bulk redirects, so years of accumulated equity arrives at one front door.
Day to day
A family lands on vetsathome.com, often in crisis, and books a visit. The payment link and consent flow run without anyone chasing. The broadcast reaches the vets within range in moments, the first available vet responds from their phone, and the admin team allocates the visit, at which point full details unlock for that vet. In parallel, the week's five article drafts sit in the review dashboard, the reviewing vet approves or amends them, and approved pieces go live one each weekday with no deploys and no bottleneck on the team.
Results
The rebrand is live, the new site is live, and nine domains now resolve to one brand. The content cadence is running at five vet-reviewed articles per week, and operations are consolidating from four disconnected systems onto one platform. The old site managed around 465 visits a month and ranked for one keyword; the new one launched with 88 city pages, five in-depth location pages and a content engine publishing every weekday.
<!-- [METRIC - confirm] organic search movement since launch: site went live ~June 2026, no before/after series documented yet. --> <!-- Mike Crawford's quote renders as the full-width pull-quote on this page (site_case_studies.quote), so it is not repeated in the body. Original line: The client's own words carry it better. Mike Crawford, Cofounder and COO: "Operosus clearly understood the brief and the importance/impact of our problem statement. We intend on doing more work with Operosus in the future and would definitely recommend." -->The pattern
A rebrand is the cheapest moment you will ever get to rebuild the machine, because everything is moving anyway. The reusable system here is the same regardless of industry: migrate the site to a fast, owned stack with redirects that protect every inbound link; port the automations that actually run the business into typed, tested code by replicating live behaviour first and improving second; model the real entities of the business instead of renting a CRM's idea of them; and put an expert review gate in front of any content the audience, or Google, treats as high-stakes. Swap vets for engineers, surveyors or clinicians and the broadcast-to-a-field-network pattern, the consent-and-payment flow and the reviewed content engine all transfer intact. If your brand, your website and your operations have drifted apart, this is the build that brings them back into one system.
“Operosus clearly understood the brief and the importance/impact of our problem statement. We intend on doing more work with Operosus in the future and would definitely recommend.”
How we did it
Related product
The migrate-then-automate site rebuild in this study is the pattern behind Idea3.
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