The pet industry is booming—and so is the competition. The growing market is fueled by increasing pet ownership, which continues to drive industry expansion and create new opportunities for businesses to capture market share. Your website can be your most valuable marketing asset as more pet parents turn to online searches to find the best boarding, daycare, grooming, training, and pet park services.
In the age of social media, your website shouldn’t be an afterthought. Think of it like a department store’s window display. It’s the first thing people see when they’re already in a shopping mood, and the appeal of a window display directly correlates with the amount they will spend in the store. In retail, this is called “dwell time,” and in pet-care marketing, we might relate this measurement to the “average time on page.”
Suppose your website draws attention from pet parents looking for a specific service (i.e., they’re traveling and need a reputable dog boarder, or their pup’s fur is out of control and they’re looking for a good groomer, stat). In that case, there’s a good chance a functional, attractive, and informative website will directly correlate with potential customers walking through your doors with their adorable companions in tow.
Whether you’re a seasoned business owner facing the challenges of startup costs and expenses, or just launching your first pet-care venture, having a functional, engaging site is essential for attracting new customers, fostering customer loyalty, and maximizing revenue. Establishing a professional company presence online can help your business stand out and build a recognizable brand identity. A well-designed site can transform casual browsers into loyal client.
Let’s walk through the info you need to create a website that wows pet parents, aligns with your marketing efforts gets tails wagging, and drives repeat business. Remember, many pet owners view their pets as cherished family members, so your website should reflect that emotional connection.
In today’s growing pet industry, building a strong pet brand online is essential for pet businesses that want to stand out and attract loyal customers. Your pet brand is more than just a logo—it’s the personality, values, and promise you communicate to pet owners every time they interact with your business.
Start by creating a consistent visual identity across your website and all social media platforms. Choose a logo, color palette, and typography that reflect the heart of your pet business, whether it’s playful and fun or calm and professional. This visual consistency helps potential customers instantly recognize your brand and builds trust with your audience.
Your website acts as the digital storefront for your business, so make sure it’s polished, professional, and easy to navigate. Use high-quality visual content, such as photos and videos of your furry friends, to showcase your services and the unique experience you offer. Sharing behind-the-scenes moments, happy pet stories, and informative articles about pet care not only engages pet owners but also positions your business as a trusted authority in the pet industry.
Ultimately, a strong pet brand online helps your business make a memorable impression, attract new customers, and foster lasting relationships with pet parents who see you as a trusted partner in their pet’s care.
Since more than half of web traffic comes from a mobile device, you can bet that busy pet parents will very likely visit your website from their smartphones. If your site isn't mobile-friendly, you're likely losing bookings.
Ensure that your website design is responsive and automatically adapts to smartphones and tablets. Buttons should be easy to tap, text readable without zooming, and images load quickly. Always preview your site on your phone and make sure everything is readable and functional on a small screen.
You know better than anyone that pet people are busy people! Make it simple for potential clients to find the information they need about your business. Display the following in your website's navigation:
Be crystal clear about what you offer. Instead of “services,” say “Dog Boarding,” “Cat Grooming,” “Dog Training,” or “Dog Walking,” for instance. If your business provides award winning services, make sure to feature this prominently to build trust and credibility. Each service page should include the following:
When offering services for dogs, be sure to address the specific needs of both dogs and their parents, such as specialized care, products, and flexible scheduling. For repeat bookings, focus on engaging existing customers through personalized communication and user-friendly booking options to encourage ongoing business.
Enable Online Booking
Online booking isn't optional—it's a must. Pet parents expect the convenience of booking at any time from any device. An integrated platform like Gingr allows customers to:
Offering online booking is convenient for clients, and the added bonus is that it frees up your staff's time. Pet parents can self-register and don't have to spend time on the phone with your team comparing schedules to find a good window for their appointment.
When developing written copy for your website, authenticity is key. Start by understanding your target audience—knowing who you are speaking to will help you craft messages that resonate and drive engagement. Your tone should match your brand personality and reflect your overall branding strategy, ensuring consistency across all channels. If you’re stuck remember: Be friendly, warm, and supportive! Write as if you’re speaking directly to pet parents. Use clear language and avoid technical jargon. Instead of “ancillary services,” say “extra playtime” or “treat add-ons.”
Remember that pet parents visiting your website are often emotionally invested in their pets’ well-being. Use personalized communication to address their concerns and build relationships and trust. Highlight how your business provides peace of mind, safety, and joy for their beloved companions. Your website also allows you to communicate directly with pet parents, fostering ongoing engagement and loyalty.
Consider including messages of reassurance like:
Stock photos won’t build trust. Invest in professional photos of:
Photos should be bright, clear, and welcoming—a reflection of the experience pet parents can expect.
Encourage user generated content by inviting customers to share their own photos and videos of their pets enjoying your services. Showcasing user generated content helps build authenticity and engagement with your brand.
Additionally, consider showcasing “a day in the life” at your facility to give pet parents a realistic idea of what their pet’s experience will look like. Include candid photos of activities like playtime, grooming, nap sessions, and staff interactions.
Every service page should answer the question: Why should I trust you with my pet?
Include:
Break your text into digestible sections with subheadings and bullet points. Use language that evokes trust, excitement, and the love you have for the pets you care for.
Pet parents trust other pet parents, referrals, and positive reviews. Feature testimonials prominently on your homepage and service pages. Encourage reviews on Google, Yelp, and Facebook, and then showcase them on your site. Reputation management tools can automate this process.
Go a step further by weaving short quotes from happy customers throughout your service pages. For example:
"We love knowing our pup gets plenty of exercise and attention while we're away. The report cards are the highlight of our day!"
This adds social proof exactly where it matters most—when pet parents are considering booking.
If you offer prepaid packages, memberships, or loyalty rewards, make sure they’re easy to find.
Explain how they work, what pet parents get, and how to sign up. Loyalty programs are a proven way to increase customer retention and revenue.
You can also create a dedicated "Membership & Rewards" page that spells out the benefits clearly:
Highlighting these benefits directly on your homepage and booking pages will encourage pet parents to enroll—and keep coming back.
Marketing Strategy Essentials for Your Website
Your site needs basic SEO (search engine optimization) to appear in search results when pet parents look for services, but you certainly do not need to be an expert!
Here are a few key tactics you can try:
Fresh content helps improve SEO and engages pet parents. Start a simple blog with topics like:
Tip: Feature your staff and their pets to create a personal connection.
Once your website is live, the work isn’t over. In fact, it’s just beginning. Think of your website like a well-loved facility—it needs regular check-ins, updates, maintenance, and thoughtful touches to keep things running smoothly and delighting your visitors. Having a clear marketing plan and well-defined strategies is essential for ongoing website improvement, helping you organize, execute, and refine your marketing efforts for long-term success.
Remember, achieving meaningful results does not happen overnight; consistent effort and ongoing optimization are key to building lasting success.
Your website tells a story about your business. But how do you know if it's the right story—or if anyone’s listening? That’s where analytics come in. Tools like Google Analytics or Hotjar can help you see the full picture of how visitors move through your site.
You’ll learn which pages draw the most interest, where people drop off, and what content leads to bookings. If your training page is getting lots of clicks but no form fills, it might be time to clarify the call to action or add a testimonial to build trust. And if your latest blog post on tips to keep pups cool in the summer is generating steady traffic, that’s a clear signal to create more seasonal, helpful content pet parents love.
Data isn’t just numbers—it’s insight into what pet parents want and how you can serve them better.
Your customers are your best source of real-world feedback. They’re using your website while juggling busy lives, planning vacations, or trying to find last-minute grooming appointments. Their perspective is gold.
Ask them directly: Was the booking process simple? Did anything confuse you? What would make your experience better?
You can do this through short surveys after a service, a quick pop-up on your site, or even a friendly chat at checkout.
First impressions matter. When a pet parent lands on your site and sees outdated photos, expired promotions, old addresses, or information that doesn’t match their in-person experience, it creates doubt.
Your homepage should evolve with the seasons and your business. New service? Add it. Updated hours or policies? Make sure they’re front and center. And don’t forget your visuals—high-quality photos of pets enjoying your facility build emotional connection and signal professionalism.
Make it a habit to update:
Your website is also a powerful seasonal marketing tool. In June, for example, pet parents are gearing up for vacations, weekend trips, and outdoor adventures. It’s the perfect time to promote services that keep pets safe, clean, and cared for while their humans are on the go.
Add banners or homepage callouts like:
These promotions not only drive bookings, but they also show pet parents you’re in tune with their lives.
Be sure to update your booking pages and service descriptions to reflect any seasonal changes—and use Gingr’s tools to automate reminders, highlight add-ons, and upsell seasonal services like splash days or sunscreen-safe grooming treatments.
Your website isn't just a digital brochure or something you "need to have" to check a box as a business owner. It can be an extremely powerful marketing tool and a functional portal to increase bookings. A well-designed, functional site attracts new pet parents, converts visitors into loyal customers, and builds long-term relationships.
Gingr helps pet-care businesses create positively engaging experiences with pet parents. From online booking to report cards to automated communications, we make it easy to deliver an exceptional customer experience and grow your business.
Example websites from real Gingr customers: See inspiring pet business websites here.
Ready to build a website that wows? Explore Gingr and see how we can help with your pet-care business marketing needs!