Web-SEO Content & Consulting For Pet Industry Marketers
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Wildly Profitable Marketing for the Pet Industry
Finally — a how-to Marketing Success Guide for all pet and veterinary businesses. Co-written by PetCopywriter.com's Pam Foster.
PetCopywriter.com owner
Pam Foster is a SuccessWorks
Certified SEO Copywriter
3 Big Gaps in Local Pet Business and Veterinary Marketing
May 10, 2012
Every month or so, I’m invited to present a webinar about what works online… particularly regarding content that works to attract more customers to the websites of pet businesses and veterinary practices.
I’ve been honored and thrilled to present webinars to veterinarians via LifeLearn; pet sitters and walkers via the Association of Pet Sitting Excellence; and other prestigious groups and organizations.
Each time I present a webinar, my mission is to teach through example, not just rattle off a list of must-dos. So I prepare a slide show that features pet-business sites and veterinary-practice sites following the best practices. A picture can be worth a thousand words… even when talking about content!
The problem is, when I’m preparing a presentation about LOCAL business websites… great examples of local websites are very hard to find, both in the pet business world and with veterinary practices.
This is true for core website content (Home, About, Services, etc.) and blog posts. Many, many local pet-industry websites are not using the 3 critical elements for local marketing success.
Today, I’m happy to tell you what these 3 elements are so you can fix them right away. :-) (more…)
Pet Marketing Works Better If Your Solutions and Benefits Pop
May 3, 2012
You may have noticed by now that PetCopywriter.com’s website design has been updated. Thanks to the wonderful skills of graphic designer Jason Spooner and web developer Joe Dolson, we’re thrilled with the results.
The reason we did this is… I didn’t feel the website was showcasing what we offer pet and veterinary companies in a quick and overt way.
I took a fresh look at the site from the visitor’s perspective, practicing what I preach in this blog. 
PetCopywriter.com's site redesign helps visitors find pet marketing solutions and benefits at a glance
I said to myself, “When someone arrives here, what should be the first impression they get in mere seconds?”
It’s simply this: You can race ahead of the pack and attract more customers with help from a skilled pet-industry copywriter.
So the web team reworked PetCopywriter.com’s home page with a clean and logical design, simple customer-benefit messages, a video introducing our services to potential clients, and clear invitations for visitors to explore our many services.
That’s it! Much better when it comes to clarity that helps visitors know what to find here. I hope you agree. (Please let me know.)
Having said that, if you scroll below the first screen, you’ll see more content about featured solutions and benefits. But if you choose not to scroll, you can quickly access specific sections of the site you’re interested in.
I’m telling you this because you may want to consider whether or not your pet or veterinary website solutions “pop” in a clear and inviting way for your prospects.
You could be missing opportunities with hundreds of potential customers, so it pays to take a hard look at your site.
Pet Marketing Success Begins and Ends Above the Fold
April 25, 2012
Quick — what’s the first thing your website visitors see when they arrive at your site? This is a very important question; more important than you’d ever imagine.
That’s because your pet website’s first impression is EVERYTHING.
If people don’t like what they see on that very first screen of your site, they probably won’t stick around and buy from you.
Consider the following two findings from Website Usability guru Jakob Nielsen*:
- “Web users spend 80% of their time looking at information above the page fold.”
This means if people don’t understand the benefits of your products or services when they land on your site — they’ll move on without scrolling down to see more information.
- “The first 10 seconds of the page visit are critical for users’ decision to stay or leave.”
If your content isn’t immediately helpful to visitors, giving them a reason to do business with you… it’s very likely that you’ll lose them.
Here’s one more new finding that may shock you. We found this in a recent issue of Website Magazine:
“When viewing a website, it takes users less than 2/10ths of a second to form their first impression,” according to research at the Missouri University of Science and Technology.
Wow. So, what do you think? Does your website’s Above-the-Fold impression instantly help visitors understand the following need-to-know information about what you offer?
- What company is this?
- What do they offer me?
- How does this website solve my needs?
- How do I see how the product or service works… get more details… or contact them?
- Would I feel comfortable doing business with them?
That’s a lot of information to project in just seconds at the top of your website. But it doesn’t have to be hard. When you focus on the questions listed above, you can clear out all the rest and keep it nice and simple. I recently redesigned PetCopywriter.com to enhance my first impression for visitors, focusing on those questions listed above.
This pet website's first impression is very clear, helpful and easy to understand.
Here’s an excellent example of a pet website that provides clear, “what’s in it for me” messages and a great user experience above the fold.
There’s no question about what this website offers, how to get more information about its services, and how to get started with them immediately.
In addition, it uses SEO keywords in a smart and smooth way.
If you’re not sure about your first impression, perhaps it’s time for a professional, objective assessment that reveals your gaps and opportunities to improve (and boost sales!).
Questions? Comments? Please share.
Here’s to a prosperous pet website!
Cheers,
Pam Foster
PetCopywriter.com
*Jakob Nielsen findings can be found at AlertBox.com.
Best Days to Publish Pet or Vet Marketing Content
April 12, 2012
Why not try your pet or veterinary marketing posts on Thursdays?
Breaking news from social sharing widget Shareaholic:
“Thursdays are by far the best days to post content that will be shared on social networks, especially between 8 a.m. and 12 p.m. ET.”
This is what Shareaholic discovered when it reviewed its 2011 metrics for content that yielded the most traffic and social shares, as reported in Website Magazine.
Therefore, why not publish the type of content that’s typically shared — such as your blog posts, Facebook posts, YouTube videos, etc. — on Thursday mornings, just to see what happens? That’s what I’ll be doing for a few weeks… just to see.
When to publish new pet marketing content on your website
Must Love Blogs for marketing your pet business
February 4, 2012
If you’re frustrated with your pet business website and you’re thinking, “What can I do to bring in more traffic and sales?” — consider the blog.
In spite of the explosive social networking platforms such as Facebook, LinkedIn, YouTube and others, blogs are still extremely helpful for attracting customers via the search engines.
Here’s proof. A client I now work with was unhappy with his search engine rankings for certain important phrases related to his services for pet professionals. Simply put, he was upset that, “My ideal prospects aren’t finding my website.”
So we started blogging tips about his pet-business services, and just after 6 blog posts — voila! The blog appeared on page one, second spot in Google results. Not bad for just 6 posts.
Is this a fluke? No way! I’m getting the same results for THIS blog, and many of the blog experts I follow are enjoying similar results or better.
Consider these 3 reasons why blogging is a fantastic strategy, whether you’re marketing to pet owners or other pet businesses: (more…)
Original content ideas for marketing to pet owners
October 20, 2011
Today I was on a conference call with Heather Lloyd Martin, SEO Copywriting pioneer, mentor and friend of mine. She was talking about some of the things that are critical to web success today and I immediately thought of how these tips can be applied to your pet marketing strategies or pet SEO success (of course!). So I’ll address each one in my upcoming blog posts, starting with this one:
First of all, original web content is an absolute MUST these days for marketing to pet owners –whether you’re marketing pet products, pet services or both.
Here are a couple of examples of what I mean.
1. If you manage a pet ecommerce website and you’re using the manufacturer’s content for each product you carry… I’m afraid your online store’s content might be invisible to search engines. You’re missing out on oodles of traffic from potential customers.
That’s because Google’s Panda update has clamped down on “copycat” websites that have the same content as others. Their latest search algorithms are focused on finding original, fresh content for people searching online for answers… and Google rewards websites that offer something unique and highly relevant.
What you can do right now.
Find ways to offer original content on your website so you can attract more pet-friendly customers via SEO. This means revising each of the manufacturers’ product descriptions with your own spin.
For example, if your online store includes a particular line of pet products because they’re eco-friendly and they reflect your commitment to green products – say so! Tell your visitors why the products are favored by you and treasured by your customers. Make a point to add your own brand voice to the copy. No-one has the same brand voice as you, so this will help make your content unique. Customer reviews can also help, but if you’re just starting to offer those, start revising the product descriptions ASAP.
2. You need to find a way to add fresh, original and highly relevant content to your site each week.
You’ll be delighted and amazed at the search-engine traffic power of writing helpful blog posts, for example. I just started helping a client add blog posts each week, and suddenly after 6 posts or so, the client’s site is turning up on top of Google’s page one for the keywords we targeted. These blog posts are getting attention and driving site visits — all with just a few posts for starters. Great stuff, right?
What you can do right now.
Map out an Editorial Calendar for blog posts or new articles that you commit to adding at least once a week. You could start with a “how-to,” “best-of” or “seasonal tips” blog series that drives people to check out the products on your site.
This can work in the following way. Let’s say you write a blog post about Daylight Savings Time and the importance of pet safety. You could mention that the arrival of shorter days/darker commutes can spell trouble for pets being walked at dinnertime. You might list the top 5 reflective dog products that can help pet owners solve this problem… and link to the reflective leashes, collars and vests you offer in your store. See how cool that could be? And then, when someone types “reflective dog collars” in Google – voila! Your blog post could be smiling right at them on page one of Google. It’s certainly worth a shot.
If you’re marketing pet services such as dog walking, you could have the same type of blog post about Daylight Savings Time except discuss the ways you pledge to keep dogs safe during their walks. Then link to your services page where you feature your dog-walking options. Be sure to include a mention of the towns you serve so your local prospects find you.
Are you stumped about adding original content to your pet website? Or do you have a tip to share? Please let us know. I promise to respond.
Until next time,
Here’s to a profitable website!
Cheers,
Pam Foster
PetCopywriter.com
Get seasonal with your pet business marketing
June 16, 2011
Ah, summer. Hot sunny days. Warm balmy nights. Fun for everyone, including pet business owners and marketers.
Why?
Because pet owners have seasonal needs that you can solve! Summer brings a mix of joyful outdoor activities with their pets… and also some dangers. For example, seasonal allergies, vacation travel and hot outdoor settings can be tricky for pets.
This means it’s an ideal time for you to market your business with a seasonal slant that meets your customers’ needs.
Let’s look at some examples of seasonal pet business marketing ideas. (more…)
An important message about marketing pet products
February 21, 2011
New numbers from the February 2011 issue of DELIVER magazine, published by the U.S. Postal Service, point to a very healthy pet economy. Here are just a few indicators of a strong pet industry (printed by the USPS from various sources):
- Millions of families have pets: 62% of American households own a pet! (Wow)
- Millions of pet owners have the income to spend on pet products: 30% of pet supply-buying households have an income of $100K+, and another 20% have incomes between $50K and $74K.
- Consider the ramifications of this in pet-food purchases alone: $10,377 is spent on dog and cat food during a pet’s lifetime (U.S.). Canada is next at $8,038.
So how can you get more of that market share for your pet business? How can you stand out in the cluttered marketplace and attract more customers?
There’s no single, simple answer to these questions. But it’s clear that all pet businesses have an exciting opportunity to grow in this healthy climate.
Today I offer this suggestion to help you stand back and take a fresh look at your pet business messages: (more…)
Make sure your pet-industry site’s graphics support your content and help visitors … not overwhelm them.
February 24, 2010
“What a beautiful website! I couldn’t find what I needed, but it sure is a pretty site.”
That kind of a compliment is death to an online business. Here’s why. If your site is gorgeous — a work of art — but the graphics dominate the content, visitors will be less likely to find the information or solutions they need from you. The result: You may lose them.
And what’s the main purpose of having a website? In most cases, it’s to DRIVE BUSINESS. Yes?
So today’s tip offers 5 ways to make sure your web graphics support sales and help visitors find exactly what you have to offer … as quickly as possible.
- Follow usability standards, first and foremost: Remember your audience: What are they looking for? How can you help them find it in the easiest way? The answer is: use navigation that people expect, not something clever, creative or unique. To follow proven web usability standards, put the main navigation horizontally underneath your banner or down the left column. If you get really creative, people will be confused and/or frustrated as they try to figure out your site structure. When you consider that a person may visit your site plus several others to compare solutions, wouldn’t you like to be the easiest site to navigate? You’ll find usability standards information on my site (look under Step #3).
- Make sure the most important information can be read “Above the Fold:” We’re living in an age of short-attention-span browsing. If your big promise, key benefits and primary solutions aren’t seen by visitors within seconds of landing on your site, it’s very likely that your ideal customers will move on. So be very careful about filling that first screen area with a giant beautiful photo of your product. Although it may be lovely, this does not provide the information your visitors need.
- Use photos, charts, logos and images to support messages, not fill space: Here’s my mantra of the day (say it out loud 3 times with gusto): Relevant, clear and persuasive content is still king! In fact, content is more critical than ever as people look for immediate answers in a sea on Internet confusion. Did you know that Google reached a new milestone about a year ago … indexing a trillion web pages? Relevant content is becoming THE MUST-HAVE foundation for online marketers to reach intended audiences. Therefore, make sure graphic elements play a supporting role for your lead actor, the content.
- Use color wisely: The worst thing you can do to great content is kill it with the wrong color choices. Frankly, it’s painful to read dark purple text against an all-black website background. Or soft pale gray text against an all-white background. The eye needs contrast to easily read messages. Ideally, colorful text and color combos should be reserved for promotion buttons, banners, navigation, charts and special-attention boxes. Visitors will be grateful if your larger sections of text are simply black against a clean white backdrop, with standard blue text indicating links.
- Follow what’s working regarding online graphics: Hint of the day: web testing proves that orange is a powerful color for call-to-action buttons such as “Order now” or “Subscribe Now.” Who knew? Well, you’ll know these things if you follow the latest tests and trends on sites like MarketingExperiments, MarketingSherpa, MarketingProfs, and others. For web success, it’s important to become an ongoing student of what works online! (If you don’t have time, I’m happy to do it for you.)
I’d love to get your feedback about this tip or your questions about other aspects of web content that works for pet marketers. Just leave a comment and I’ll respond quickly.
Until next time,
Here’s to a clear and prosperous site!
Pam
PetCopywriter.com
Posted in pet marketing by PetCopywriter