one issue with pitch is that, for doctors who are not versed with web technology, your offer is more of a paid liability, than a solution.
who would maintain the website, when you have sold them?
the vets, probably neither have the time nor the inclination to maintain it, and so far they have been doing without it.
Why dont you offer them, website and with just a marginal yearly cost, free maintenance also, with which they can always keep their website updated, by just sending you text and photographs by email?
this is like a complete peace of mind offer.
in fact, you can make it one offer, website with free maintenance (hosting, domain, updating content etc) at a flat yearly free.
You have a SAAS product in offering now…