8 Things Pet Parents Check Before Booking Your Services

Running a pet-care business isn’t just about offering excellent services—it’s about earning trust before a client walks through your door. Pet parents see their dogs and cats as part of the family, so they scrutinize every detail before booking a groomer, daycare, trainer, or boarding service. From online reviews to how easy it is to find your pricing, their decision-making process starts long before that first appointment.

1. Google Reviews & Online Reputation

Why it matters

Online reputation is a powerful trust signal. Most consumers read at least one online review before purchasing a service, with the majority trusting reviews as much as personal recommendations.Similarly, OECD reports show 82  percent of U.S. adults consult reviews when making a new purchase, with almost half doing so nearly every time.

What pet parents check

• Overall star rating (especially on Google and Facebook)
• Volume and recency of reviews (patchy old ones can signal inactivity)
• How a business replies to negative feedback—tone, timeliness, resolution

Tips to optimize

• Encourage reviews: Ask happy clients to rate your services after checkout. Better yet, automate the process with AI-powered tools like Broadly to free up your staff's time for more meaningful interaction and time with pets.
• Respond thoughtfully to every review. Thank positive reviewers; respond to criticisms calmly and offer solutions. That builds trust.
• Showcase reviews: Use testimonials on your site, social posts, or signage. Highlight recent five-star experiences.
• Monitor all platforms: Google, Facebook, Yelp—and set alerts for new reviews so you can act fast.

2. Your Website

Why it matters

With most pet parents relying on their smartphones to handle the important tasks in their lives, it's no surprise that they're also checking out any potential business's online presence before visiting in person. Your website is your first impression—make it count!

What pet parents expect

• A clean, mobile‑friendly design
• Clear, organized information: services offered (e.g. grooming, boarding, training), pricing, hours
• High‑quality photos of your facility, staff, and pets in care
• Strong About/Team section with bios, photos, experience
• Evidence of certifications, insurance, safety protocols
• Online booking or inquiry forms

Tips to optimize

• Use a clear navigation menu, contact info, and services on the home page.
• Feature “Before & After” galleries for grooming, fun photos from daycare, or training clips.
• Show staff bios and credentials: e.g. dog‑behavior certifications, CPR/first aid training.
• Be clear on pricing tiers. If pricing varies by breed size or add‑ons, explain why for transparency.
• If possible, integrate an easy online booking widget or request form to reduce friction and increase appointments - even during off hours.

3. Social Media Presence

Why it matters

Consumers increasingly turn to social media for validation. Social also shows your business is active, safe, and part of a community.

What pet parents look for

• Recent, regular posts (no dead feeds!)
• Photos/videos of pets in happy, healthy environments
• Engagement—comments, replies, owner‑tagged posts
• Transparency—sharing challenges or staff features humanizes your brand

Tips to optimize

• Post weekly behind‑the‑scenes: playtime, grooming, daily routines.
• Share success stories (with permission), highlighting transformations or behavior wins.
• Run simple interactive posts—polls, Q&A, pet holidays, staff spotlights.
• Encourage clients to tag you in photos. Re‑post with credits.
• Respond to comments and direct messages swiftly

4. Word‑of‑Mouth & Referrals

Why it matters

Personal referrals remain a great way to bring in new business (and a fun way to reward your clients). Nielsen reports that 84 percent of respondents trust recommendations from friends/family. Real‑world praise goes a long way.

Tips to optimize

• Offer referral incentives: discounts on next service for both referrer and referee.
• Build partnerships with local vets, pet supply stores, trainers, or shelters—mutual referrals can work well.
• Set up a loyalty program—after 5 visits get a free add‑on or discount, for example.
• Encourage happy clients to share with friends/family or on local community forums.

5. Safety & Cleanliness Standards

Why it matters

Pet parents want assurance that their furry friends will be safe, healthy, and comfortable in your care. A clean, well-maintained facility isn’t just about appearances—it directly reflects your professionalism and commitment to their pet’s well-being.

What parents check

• Photos/videos or descriptions of clean facilities, odor control, and secure fencing
• Vaccination policies, health checks upon arrival
• Staff hygiene, glove use, disinfecting protocols
• Emergency protocols—first aid, vet access, staff training

Tips to optimize

• Dedicate a section on your website (and in‑facility signage/photos) to your sanitation and safety protocols.
• Share content—video walkthroughs showing cleaning routines, how laundry is handled, isolation areas for sick animals.
• Staff training: highlight CPR or kennel first‑aid certifications, low‑stress handling methods, and emergency training.
• Be transparent: display vaccination and medical intake form templates.

6. Certifications & Staff Training

Why it matters

Credibility is built through qualification. Whether it’s grooming certifications, knowledge of breed‑specific healthcare, CPR trained staff, or certified dog trainers—clients want expertise and safety assurance.

Tips to optimize

• Include staff bios with photos and credentials on your site, social media, and brochures.
• Link or display certificates (CPR, behavior courses, grooming schools).
• Invest in continuing education, and share your training milestones in newsletters or posts.
• If you’re affiliated with recognized organizations (e.g. National Dog Groomers Association of America, Pet Professional Guild), display logos on your site.

7. Pricing & Transparency

What they check

Hidden fees, unclear pricing structures, vague "starting at" quotes—these raise red flags with pet parents, especially given rising pet care costs.

Reuters reports the pet-care market reached $147 billion in 2023, with vet care, boarding, grooming and other services under pressure from inflation. APPA estimates the U.S. pet industry will hit around $157 billion by the end of this year, so pet parents know values vary, and they want clarity.

Tips to optimize

• Post clear pricing, even if approximate. If price depends on breed, weight, time, or dog temperament, explain how that affects quotes.
• Offer service packages (e.g. nail, bath, haircut bundles; daycare credits; training session bundles).
• Make an FAQ that addresses common pricing questions: “What if my dog needs extra brushing?” “What if my pet requires medication?”
• Explain value: highlight your quality, safety measures, well‑trained staff—even if prices are a little higher than average, justify it with the extra touches and care you provide.
  

8. Customer Testimonials & Success Stories

Why it matters

Social proof builds deeper confidence. Seeing other pet parents describe quality service, happy pets, or behavior training wins helps prospects picture a positive experience with your business.

Tips to optimize

• Collect testimonials via follow‑up email or printed forms: ask what impressed clients most.
• Feature quotes and real names/photos (with permission) on your website and marketing materials.
• Include before/after photos for grooming transformations or training success stories.
• Consider short video testimonials (1–2 minutes)—these can be powerful when shared on social media or your site.
• Showcase a diverse range (different breeds, services, client types) to appeal broadly.

Put it into Action 

Pet parents are savvy, safety-conscious, and expect transparency, professionalism, and genuine care. By ensuring the elements above are polished and prioritized, your pet care business will earn trust and convert visits into loyal bookings. You don't have to overwhelm your team by trying to do it all overnight!

Start here:

1. Audit your current online footprint: Google reviews, website, social media.
2. Implement missing pieces — ask for reviews, clarify pricing, share safety protocols.
3. Collect testimonials and keep content fresh.
4. Train staff and highlight credentials.

As you start rolling out these optimizations, pet parents will see that care, credibility, and professionalism are your priorities. Then, they’ll be more likely to book with you, bring in their beloved pets, and recommend you to their community.

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