Case Study
Henderson Veterinary Medical Center
Henderson, KY
The first text a visitor sees beneath the practice name reads “they'refamily!” — a missing space that turns their tagline into a single malformed word.
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The Evidence
Henderson Veterinary Medical Center's homepage hero — the main tagline beneath the practice name renders as 'they'refamily!' with no space between 'they're' and 'family'. This is the first text visitors see after the title, and it reads as a garbled run-on word.
The hero section of hendersonvmc.com displays the tagline “they'refamily!” — rendered as a single run-together word. The intended text was almost certainly “they're family!” — a warm sentiment about how the practice treats pets. But a Wix word-break rendering artifact dropped the space, and it's been sitting there as they'refamily! ever since. It's the first thing every visitor reads after the practice name.
The Practice
Henderson Veterinary Medical Center is a Henderson, Kentucky veterinary practice operating on the Wix platform. The practice currently only accepts new wellness patients — meaning every new patient visit starts with a deliberate choice by the pet owner to select this specific clinic. That decision process starts online, with a search and a first impression from the website.
For a practice that is selective about new patients, the website is doing active damage to what should be a curated first impression. The tagline is meant to communicate warmth and personal care — the idea that your pet is family here. Instead, it renders as a broken word that reads as an oversight.
What We Found
A Wix word-break rendering artifact in the hero section — the primary tagline visible beneath the practice name on first load.
The Hero Tagline: “they'refamily!”
The hero section below the practice name displays:
they'refamily!
Wix's responsive layout engine can collapse word spacing in certain font/container combinations, particularly in hero text blocks with custom styling. The result is a space character getting dropped between “they're” and “family” — turning a warm tagline into a typographic error. The fix is simple, but nobody has made it. The broken text has been on the homepage since it launched.
The New Patient Selectivity Problem
Henderson VMC only accepts new wellness patients — a deliberate limitation that signals the practice has standards and a specific client fit in mind. When a prospective client visits the website during their research phase, the first text they read is malformed. A practice selective enough to limit new patients should have a website polished enough to reflect that standard.
The Maintenance Signal
A broken word in the hero section has one consistent message: this site hasn't been looked at in a while. That's a meaningful signal to pet owners who are choosing their vet with the same care they'd choose any long-term healthcare provider. If the website feels unmaintained, the question about everything else becomes: what else hasn't been looked at in a while?
What We Built
Pitchcraft built a spec redesign that delivers the warmth and professionalism a practice with selective new patient intake should be projecting — starting with a hero tagline that actually reads as intended.
A Hero That Renders Correctly
The redesign uses a reliable, mobile-tested typography stack where the tagline renders as written — “They're Family.” — on every device and viewport width. No Wix rendering quirks. No collapsed word spacing. A tagline that communicates what the practice intends and looks polished while doing it.
A New Patient Experience That Matches the Practice's Standards
Since Henderson VMC limits new patients to wellness care, the spec redesign makes that clear up front — “Now Accepting New Wellness Patients” — with a prominent intake form and clear explanation of what new patient wellness visits include. Prospective clients self-qualify before they call, saving time on both sides and improving conversion quality.
Mobile-First, Maintained-Looking
A fast, clean mobile experience with correct typography rendering, an embedded contact form, and a site that feels like it's been actively cared for — because it has been. The visual polish of the site becomes a proxy for the quality of care inside the practice.
Spec Redesign Deliverables
- ✓Hero tagline corrected — “They're Family” rendered properly on all devices
- ✓“Now Accepting New Wellness Patients” CTA above the fold with intake form
- ✓Mobile-first design with tested typography across viewport widths
- ✓Professional contact section with click-to-call and contact form
- ✓Service pages for wellness visits, vaccinations, and preventive care
The Opportunity
Henderson VMC is a practice that has made a deliberate choice about who they serve. Limiting new patients to wellness care means every new client relationship starts with a clear mutual fit — and the website should be doing the work of establishing that fit before a prospective client even calls.
Right now, the website is making a different kind of first impression. A broken tagline in the hero doesn't suggest a practice with high standards — it suggests a practice where details get missed. That's the wrong signal for any veterinary clinic, but especially one that positions itself as selective.
A polished, correct website is how a high-standard practice earns the patient relationship before the first appointment.
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