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Writer's pictureRebecca Salvatore

Does your pet brand's website copywriting need a refresh?

Does hitting your own website get you all riled up and excited, like a spaniel on the scent of a squirrel? Or do you feel more like a labrador that missed snack time? 


If your own website isn't getting you excited about your pet brand, it might be time for a copy refresh. 67% of people visit a brand’s website before they buy from them, so your website needs to showcase your business at all times. 


But what other reasons are there for needing a wordy do-over for your pet brand’s website? 


  1. Your website copy speaks to everyone

Who are your target humans? Are they pet owners with spare cash looking to treat their fur-baby? Are they concerned owners worrying about their pet’s health? Or are they vets looking for a new and innovative solution to their patient's condition? 


If you’re trying to talk to all of them, it can feel like you’re a market stallholder bellowing up the high street. You might grab some people, but most will keep walking. 


Ladies at a fruit market stall - website copywriting aimed at all audiences is like shouting at a street market

Keep your messaging specific to your ideal audience. If you have more than one audience, but, for example,  you mainly sell to consumers, then talk to them on your main page and write a specific veterinary landing page for your other audience


  1. Your website is getting organic traffic, but it’s not converting

Great, Google is doing its thing, and people are finding you. But no one is buying. It’s not converting into sales. 

There are a few potential issues with your copywriting here. The first relates to the above. Your copywriting isn't right for the people you’re targeting. You need to shift your messaging to fit your audience, to help them resonate with your brand, and fall in love. 

The other problem is you’re not well-optimised for your audience. You’re not coming up in the right Google searches, so your ideal buyers aren’t finding you. Let’s dig into that below…


  1. Your pet brand website isn’t SEO-friendly

Google needs to know what you’re about, who you are talking to and how you help your customers. To understand you best, your website copywriting needs to be “Search Engine Optimised”. 





This can get incredibly geeky and detailed, which we will go into another time, but there are a few things you can check. 

  • Do your headers have your keywords in them, and are they correctly tagged as H1, H2, H3, etc?

  • Does your content simply and clearly explain what you do, using relevant keywords throughout?

  • Do you answer your pet-owning audience’s questions?

  • Is your meta-data and alt-text optimised?

There is plenty you can do to boost your on-page SEO with tweaks to your wording and clever use of keywords throughout the copy to help Google understand you and drive the right traffic to your website. 


  1. Your pet brand’s USP isn’t USPing

Are you another dog food floating on a sea of kibble and raw?



Don't let your pet industry business copywriting sound like every other dog food brand

No, I’m sure you’re not. I bet you have an incredible USP that “should” make you shine like a beacon of hope to your dog-feeding audience. But if you were to remove your name from your website’s copywriting and it would read like any other dog food brand, then your messaging strategy needs licking into shape. Your brand’s USPs and fluffy, shiny, wonderousness should beam out of your website, so a copywriting update might be just the ticket to get your brand standing out.


  1. It’s been a while since your copy was written, and it’s tired and dusty

If your website hasn’t been pampered recently, it can sound dull, and in Google’s eyes, it’s gathering digital dust. Plus, bits being plonked in here and there means it’s all a bit matted up and doesn’t quite read right. It needs a copywriting refresh to perk it up, both for your customers and the search engines. 


In the past few years, your pet brand has no doubt evolved, developed, and matured into something epic, but if your copywriting is saying the same old thing it said 5 years ago, then your awesome evolution will go unnoticed by your customers and Google. Give your website copy an update and shout about where your business is currently at. 


  1. You’re changing audience or entering a new market

Have you always sold to the fluffy, cutesy, pet-owning consumer, and now you’re aiming your sights on the veterinary market? How does your product fit there? Do you need to shift your whole language? You need a whole new dictionary to tap into the hearts and minds of the vets compared to consumers. Does your copy fit? Because vets will likely want a different story from your pet-parents. 


  1. New pet products are on the horizon, and you want them to go BIG



So much goes into a new product launch. You’ve worked so hard to get it to market. Don’t let it down with tired copywriting. A new product will shine so much brighter if you also update your current website copy to go with it. Tweak your language, build excitement, and remind Google that you exist as you launch your new product with updated website copywriting and a messaging strategy to match. 


Show off your awesomeness

Your website is the shopfront of your whole brand. It needs to showcase how incredible you are to your ideal customers and help Google understand your brand. So, it needs regular love and attention, like the needy puppy it is. 


Get a professional pet industry writer to update your website copy

Writing your own copy is hard. If you’re struggling to find the right words or need help working out the story you should be telling then get in touch. We can work together to edit your website, or we can go for a full rewrite to get your website working hard for your brand. 


Working with me means you have a professional, pet-industry copywriter on hand. I know your audiences inside out, and I know what makes them tick. Plus, if you’re struggling with your copywriting because of the VMD or veterinary marketing regulations, get in touch, as that is my superpower! 



Pet Industry copywriter Rebecca Salvatore supports pet and vet businesses with their copywriting - Rebecca sits with her Springer Spaniel

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