Katrin Jahn, founder of the German Veterinary Clinic and a Veterinary Behaviour Specialist, shares how taking her practice online illustrates the potential for service-based businesses to thrive digitally by combining in-person expertise with authentic content, and strategic audience engagement, all while building trust and credibility.
In today’s digital-first world, having an online presence doesn’t just boost visibility – it signals adaptability and innovation. It unlocks thought leadership opportunities and allows you to share your expertise with a much broader audience.
I began seriously thinking about taking my veterinary practice online around 2019 – just before the pandemic hit. The digital world was gaining momentum, and I was curious how a hands-on, customer-facing profession like mine could find its place in that evolving space.
Then came COVID, and suddenly, e-commerce exploded. With lockdowns in full swing, millions of businesses pivoted online overnight, sparking a digital boom. In fact, global e-commerce sales reached US $26.7 trillion in 2019, and by 2020, online retail’s share had jumped from 16% to 19% in just one year, according to UN trade and development experts (UNCTAD).
Suddenly, the timing didn’t just feel right – it felt inevitable. I also had a growing desire to be more hands-off in a demanding profession and less tied to a bricks-and-mortar model.
Regionally, the shift has been striking. The Middle East’s e-commerce market hit $50 billion at the end of 2024, up from $20 billion in 2020 – a 150% increase in just four years. This growth is driven by mobile commerce, rising consumer confidence, and government-backed digital initiatives.
Digital businesses can offer a variety of services – from online courses to virtual consultations – opening doors to global markets and expanding what a business can deliver.
But like any major business shift, it comes with a learning curve.
Here are my top tips for taking a service-based business online without hurting your finances or damaging your reputation for one-on-one service.
Blend your online and offline strengths
It’s crucial to choose digital services that align with your existing skillset and in-person offerings to present a cohesive approach. My digital presence complements my veterinary office-based business, while the physical clinic acts as proof of concept for what I offer online. When both sides support each other, your brand feels more authentic and unified.
Invest in a great website
Budget constraints may make it tempting to go with the bare minimum, but your website is much more than a digital platform – it’s your brand’s first impression and a vital step in taking your business online. A strong homepage tells your story and gives people a reason to stay.
Navigation should be intuitive, like a well-laid-out shop, with clear menus and a helpful search bar. Visuals really matter. Cohesive branding, complementary colour schemes, and a clean design create a mood that draws visitors in. Your site should look good and work well on any device, from phones to desktops.
Identify your audience
Identifying and communicating with your digital audience is like having a friendly chat – it’s personal, strategic, and vital for online growth. It makes sense to start with your current customers as they’re often your first online followers. Dive into demographics like age, location, and profession to guide your messaging. Track where they spend time online e.g. Instagram, Facebook, YouTube or elsewhere, and meet them there.
Listen to their needs by understanding frequent questions or challenges, then position your business as a reliable solution. A great tip is to ask for feedback through polls or surveys. Later, you can even consider working with relevant influencers that your audience trusts to build credibility and expand your reach (a highly effective strategy in the GCC).
Maintain an intentional online/offline balance
One of the biggest challenges you’ll face when you take the online leap is balancing digital growth with in-person service quality. After 17 years running an established physical veterinary practice, this now requires less hands-on attention, giving me space to focus more on the digital side.
However, my approach has been intentional and steady. I aim to take meaningful steps forward while ensuring each phase is built on a solid foundation. This strategy has helped maintain quality across both physical and digital channels and kept growth aligned with my long-term goals.
Consider a range of digital offerings
When assessing which digital offerings deliver the most value, targeted content in niche areas often stands out. For example, my online course for veterinary professionals has seen strong results by addressing a timely, emerging topic within Veterinary Medicine – one that currently has little competition.
More generally, webinars can be highly effective as they offer flexibility and immediate engagement, and can broaden your professional reach.
Be yourself and build credibility
As business guru Zig Ziglar famously said, “If people like you, they will listen to you, but if they trust you, they’ll do business with you.”
In today’s hybrid business landscape, trust is everything. Customers are naturally drawn to brands that feel authentic and consistent, especially in the online space, where face-to-face connection is limited. That’s why transparency, reliability, and delivering genuine value are essential to building credibility. I use personal messaging on my social platforms a lot, allowing me to maintain individual conversations and I send regular emailers to my database who are interested in what I have to say.
Finally, remember that being unapologetically yourself is a superpower.
