When you offer a pet-related service or product, the first thing your potential client needs to know is, “Can I trust you with my pet?” Pets come first, and trust is a big part of that.
If a pet parent is visiting your website for the first time, they are looking for signs they can trust you with their pet. What are some ways to assure them their pet comes first?
Here is a checklist of items you can include on your website to build trust:
1. You understand pets are family.
You want pet parents to look at your website and say, “Yep. They really know pets are family.” How can you show that you value pets as family?
Consider saying it: “We are committed to treating pets like family.” Explain how you and your staff all feel that way. Show photos of you and staff with your own pets. When pet parents see that you relate to your pets the same way they relate to theirs, that builds trust.
2. You love pets.
You’ve made a commitment to help pets every day. You can’t do that job without loving pets. How can you show that on your website?
Photos and graphics are a big starting point. When I visit a pet website that has cute graphics of paws and happy pets, it automatically helps me warm up to that business. Then when I see photos of staff members caring for animals, I know I can trust this business.
Free pet care guides that can be downloaded from your website, or a blog post with detailed pet care tips are also an indication of how much you love pets.
If you share about local animal rescue programs, that also shows your love for pets.
3. You know my pet.
What kind of pets represent your most frequent clients? Your website is a great place to demonstrate what you know and love about those particular types of animals. Think about including breed profiles, stories, important tips, techniques, and overall gushing on why those particular animals make such perfect pets.
What are some unique telltales about those pets that will make you stand out as an expert? What will show other experts (i.e., pet parents) that you really know their kind of pet? What can you say that will help a pet parent spot a kindred spirit from the other side of the computer screen? That’s what needs to stand out on your website.
4. My pet’s well-being matters to you.
What are your concerns about pets? How do these relate to your reasons for the product or service you provide? What do you wish you could do more of, or better, to help pets be happy, healthy, and safe? When you share on that level with visitors to your website, they will know you really care.
You may not have all the answers pet parents need. But the minute those pet parents know you’re on their side, and are looking for answers too, you’ve already proven yourself with them. They will trust their pet with you.
5. Your goal is to think of ways to make my pet’s life better.
Where do you put your creative energy? Do you find yourself thinking of even small ways to make a bigger difference in the lives of pets? Your website needs to communicate that.
Nothing is too small to catch the attention of a pet parent. Whatever ideas you have, and whatever ways you are pursuing those ideas (whether this is part of your product or service or not), share it. There is no better way to seal a pet parent’s trust.
Hopefully, that gives you some ways to review your website for winning a pet parent’s trust. If you would like to update your web content, I can help. Let’s chat.
Janet Eriksson 