Case Study
Epperson Veterinary Services
Evansville, IN
“Sheet title” and “Sheet description” are live on the homepage — above the fold, visible to every visitor.
Live right now
The Evidence
Epperson Veterinary Services' homepage banner — the title slot reads 'Sheet title' and the subtitle reads 'Sheet description'. These are CMS template placeholder labels that were never replaced with real content. They appear above the fold on every visit.
The banner section directly below the logo on eppersonvet.com reads “Sheet title” as the heading and “Sheet description” as the subtext. These are unfired CMS template labels — the internal field names from the content management system, displayed raw to every visitor who loads the page.
The Practice
Epperson Veterinary Services has served over 10,000 patients in Evansville, with 134 Google reviews and a 4.4-star rating. Their new website runs on a custom Next.js-based platform — a genuinely modern technical foundation. But the content management system still has placeholder labels in the live banner section, and nobody has filled them in.
A pet owner landing on the homepage to look up hours, find a phone number, or check if new patients are being accepted sees “Sheet title” at the top of the page instead of anything about the practice. First impressions are formed in milliseconds — and this one is formed in placeholder text.
What We Found
Two CMS template labels — never populated, displayed live above the fold.
“Sheet title” / “Sheet description” — Above the Fold
The banner section shows exactly this, verbatim:
Sheet title
Sheet description
These are the default field label names from the CMS — the internal names the developer assigned to the content slots. They were never replaced with actual content before the site went live. Every visitor sees them. Every Google crawl indexes them. On Yahoo searches where the site appears, those labels can surface in rich snippets.
The Trust Damage
Pet owners comparing veterinary clinics are applying the same scrutiny they'd apply to any professional they're about to trust with an animal they love. A homepage that looks half-finished signals that the business doesn't pay close attention to details — exactly the opposite signal a veterinary clinic should send.
The Email Problem
The contact section publishes epperson_staff@yahoo.com — a personal Yahoo Mail account for a practice that has served over 10,000 patients. Yahoo Mail inbox, no domain email, no professional infrastructure. The combination of placeholder homepage content and a Yahoo contact address compounds the credibility problem significantly.
What We Built
Pitchcraft built a spec redesign that fills in the story this practice actually has to tell — 10,000 patients, 4.4 stars, deep community roots — and presents it on a site that looks as capable as the care being delivered inside the clinic.
A Hero That Leads With the Real Story
The redesign replaces “Sheet title” with a headline like “10,000 Patients and Counting — Evansville's Trusted Veterinary Team.” Real copy. Real credibility. A headline that earns the first click deeper into the site.
Professional Contact Infrastructure
The redesign spec calls for a domain-based email (contact@eppersonvet.com), an embedded contact form, and a click-to-call phone number above the fold. No Yahoo Mail. No email addresses that make the practice look like it launched yesterday.
Mobile-First, Fast Loading
Epperson's new platform has good bones technically. The spec redesign builds on that foundation with a mobile-optimized layout, fast load times, and clear CTAs for booking appointments, viewing services, and reaching the front desk — all visible without scrolling on a phone.
Spec Redesign Deliverables
- ✓Hero banner with real headline copy — no CMS labels, no placeholders
- ✓Professional domain email replacing Yahoo Mail in all contact sections
- ✓Appointment booking CTA above the fold on desktop and mobile
- ✓10,000-patient milestone and review count displayed as social proof
- ✓Service pages for wellness, dental, surgery, and emergency care
The Opportunity
Epperson Veterinary Services has already done the hard work. 10,000 patients means 10,000 experiences good enough that people came back and told friends. A 4.4-star Google rating means the clinical reputation is real and documented.
The website just doesn't reflect any of that. A pet owner who finds Epperson through a Google search and lands on a homepage reading “Sheet title” and “Sheet description” is getting the worst possible first impression of a genuinely good clinic.
The gap between the actual practice and the online presence is the opportunity. The spec redesign closes it.
Is your site hurting your business?
We audit local business websites and show you exactly what it's costing you.
Website management packages start at $799/month.
See what we'd fix on your site
We'll review your website top to bottom, record a 10-minute Loom walkthrough of exactly what's broken, and deliver a PDF report with prioritized fixes — in 48 hours.
No commitment. No pitch deck.