Many pet care websites use common phrases to connect with pet parents. You’ll often see phrases like “We treat pets like family,” “We emphasize top quality service,” or “We go above and beyond.”
Those are great qualities and attributes for a pet care company. But they don’t help distinguish one service provider from another. Web copy, while emphasizing best qualities, needs to be distinctive and specific in order to stand out and make a connection with pet parents.
If your current web copy includes these common phrases, there is a simple solution. It takes very little time to refresh your copy. The solution is based on a writing technique known as “Show, don’t tell.” Let’s take a look.
How to Show instead of Tell
What does “Show, don’t tell” mean? Let me show you with an example. Take a look at these two sentences and see which one draws you in:
She felt nervous as she handed him the keys.
Her hands shook as she handed him the keys.
Do you see the difference? It’s a very small and subtle change between the first and second sentence. In the first sentence, you, the reader, are told how she feels. In the second sentence, you are shown how she feels. You can visualize the shaking hands and connect more easily with her emotions than if you’re simply told she is nervous.
Writers are always coached to find ways to show what is going on rather than just telling it. When your words show, the reader is drawn in. When you simply tell, the reader doesn’t feel as connected.
How does this idea of “Show, don’t tell” relate to web copy for a pet business? I’m glad you asked.
Show, Don’t Tell in Pet Business Web Copy
Let’s look at our three common phrases again:
- We treat pets like family.
- We emphasize top quality service.
- We go above and beyond.
The challenge with this phrasing is that it’s not distinctive. Every good pet business could claim each of these. Pet parents expect that a pet care service will operate by all three of these mottos. It should be standard practice.
How do you change these into something more distinctive? By showing instead of telling.
Let’s look at this list again. This time, think about ways you could show these truths concerning your pet business:
- We treat pets like family.
- We emphasize top quality service.
- We go above and beyond.
How can you show each of those instead of just telling?
For example, what are the specific ways you treat pets like family? If someone came into your place of business, how would you demonstrate that you treat pets like family?
If you offer a pet boarding service or a pet sitting or dog walking service, you might mention that your service includes cuddle time. That shows you treat pets like family. That has a bigger impact and connection for pet parents than simply saying you treat pets like family.
Cuddle time? That hits the heart of a pet parent. They cuddle their pets at home. When you say you include cuddle time, pet parents will feel right away that you will treat their pets like family. That’s showing instead of telling, and it really connects.
What are specific ways you emphasize top quality service? For example, if you’re a grooming service and you use low-noise dryers to improve pet comfort, that would be a way to show how you emphasize top quality service. When pet parents can visualize and feel the top quality treatment their pet will receive, it makes a difference.
What are specific ways you go above and beyond? If you’re a pet sitter and you send regular photo updates to show the pet is doing well while the family is away, that’s an example of showing how you go above and beyond. That means something to pet parents. Saying, “We send daily photo updates” connects with pet parents in a way “We go above and beyond” does not. It shows how you go above and beyond in a way that is meaningful to pet parents.
How to Refresh Your Web Copy Quickly
Now that you know what you’re looking for, take a look at the most high-traffic pages on your website. Glance through the copy, looking for examples of telling that could be changed to showing. Think about ways you can demonstrate your claims—in ways that are meaningful to pet parents. Make those simple changes, and you will improve your web copy’s ability to connect with pet parents.
Super busy? Start with just one page, one change at a time. Pick one to start with this week. Tweak another one as you are able. Even one change today can boost your web copy and create a strong connection with pet parents who visit your website.
Janet Eriksson 