How Community, Confidence, and a Brand and Website Refresh Helped Heidi Lewis-Pracko Get 90% of Client Inquiries from Google
- ekrorkx
- Apr 29
- 6 min read
Updated: Apr 29
What if 90% of your new client inquiries came straight from Google—without needing to post daily on social media?
That’s exactly what happened for Heidi of Heidi and Hope Pet Services after we worked together on her brand and website refresh in early 2024. Heidi shared during our podcast conversation that she started tracking her inquiries and realized that nearly all of her new leads were coming directly from Google. After a full rebrand and strategic website redesign, her business was showing up clearly, professionally, and confidently for the people searching for her services in Naples, Florida.
But that success didn’t happen overnight.
Heidi and I actually first worked together in 2018 when she was just getting her business off the ground. Back then, it was a one-woman show—and since then, she’s built a thriving local pet care business grounded in community, trust, and personal connection.
In this episode and blog, we dive into the strategies, mindset shifts, and intentional choices that helped Heidi grow her brand and attract ideal clients—all while staying true to herself and the community she serves.
LISTEN TO THE PODCAST EPISODE NOW:
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Why building local relationships is a smart (and sustainable) marketing strategy for your pet business
For local pet service providers, one of the most powerful ways to grow isn’t necessarily digital—it’s deeply human. Heidi’s business grew through community: by connecting with local pet-friendly businesses, supporting them first, and becoming a familiar and trusted face around Naples.
She didn’t drop off business cards and disappear. Instead, she formed relationships with pet boutiques, coffee shops, and restaurants in her service area. She bought their products, tagged them on social, referred her clients to them, and checked in regularly. That long-term connection-building eventually led to referrals, collaborations, and increased visibility throughout her community.
If you’re not sure where to begin with local marketing, think like Heidi: start with genuine connection. Focus less on what someone can do for your business and more on how you can build a relationship that supports both of you.
How to identify the partnerships that actually support your pet business’ growth
Not every connection will become a game-changing collaboration, so it’s important to be intentional. Look for partnerships that:
Align with your values and mission
Offer opportunities for shared audiences (like community events or nonprofit causes)
Encourage authentic engagement instead of one-off exposure
For example, Heidi collaborates often with a local pet boutique that frequently hosts events benefiting the Naples Humane Society. These events aren’t just about business—they’re about giving back to the community.
In return, those relationships have helped grow her brand awareness and connect her with clients who share similar values. When your collaborations feel good, aligned, and mission-driven, they’re more likely to generate meaningful results than one-off promotions.
Look for community relationships that reflect what your brand stands for. Not only does it help with visibility—it helps your business feel more connected and purpose-led.
Confidence as a pet business owner is something you can build over time
Many pet business owners don’t set out thinking of themselves as “business owners”—especially those who come from caregiving or service-oriented backgrounds. Even after launching her business, Heidi shared that she didn’t feel like a “real” business owner at first—and didn’t fully understand that working with pets could be a sustainable career.
Confidence didn’t magically appear. Instead, it grew with time and experience: through mentorships, mastermind groups, and asking questions. Heidi reminded listeners that if she could build a business from scratch, so can others—especially with the support of the pet care community around them. Joining pet industry communities, finding mentors, and simply having conversations with other professionals can help shift your perspective. The more you show up, even imperfectly, the more confidence you’ll build.
If confidence is something you’re struggling with, know that it’s not a sign of failure—it’s just part of the process.
If you're still nervous during meet and greets or business events? That doesn’t mean you’re not cut out for this. It just means you care. The key is to keep going, knowing you're not alone and there’s a whole network of support out there.
A refreshed brand and website can dramatically shift how clients perceive your business
When Pet Marketing Unleashed worked with Heidi back in 2018, Heidi’s business was just starting to grow. She had an online presence, and most of her clients came from referrals. Over time, her brand grew beyond her original one-woman identity, and by 2024, she was ready for something more polished and aligned.
That’s when we partnered again—this time for a full brand and website overhaul. Together, we created a brand that reflected Heidi’s Naples roots, beachy vibes, and team-oriented approach, moving away from a personal-only brand to one that better represented her as a professional, established business with values and visibility.
The impact was immediate. Heidi began receiving compliments on how easy her new website was to navigate. Potential clients could clearly understand her services and how to get started. Her business began attracting people who found her not through referrals—but through Google.
Which brings us to one of the biggest takeaways from our conversation...
90% of her pet care leads started coming from Google—and here’s why that matters
Heidi didn’t guess where her leads were coming from—she tracked them. She created a spreadsheet, asked new inquiries how they found her, and reviewed data from her onboarding software. When she added everything up, she found that 90% of her new leads were now finding her on Google.
This clarity didn’t just validate her investment in a new brand and website and SEO set-up—it gave her a path forward. Instead of having to rely on time-consuming social media content, she focused on updating her Google Business Profile, refreshing her blogs, and making sure her online presence was as strong as possible. That’s the power of data-driven decision making. When you know where your leads are coming from, you can invest your time and energy where it actually counts.
If you’re not tracking where your leads are coming from, you may be spending time and energy on marketing that’s not actually working.
One of the simplest (and most effective) things pet business owners can do is add a “How did you hear about us?” field to their contact form or onboarding software. Whether someone converts or not, you’ll start to get real data about what’s driving traffic and inquiries.
From there, you can start to look at patterns:
Are people finding you through referrals?
Are they discovering you on Google?
Are you getting traffic from your blog or local business links?
Knowing this helps you double down on what’s working—and stop wasting time on what’s not.
Why Google often outperforms social media for local pet service businesses
Social media absolutely has its place (especially for visual services like pet weddings), but as Heidi shared, that’s not always where the leads come from. While she still uses social media to connect and build her brand presence, it’s Google that consistently brings in new inquiries.
For local services like pet sitting, dog walking, or boarding, most people turn to search engines first. They’re looking for someone nearby, and they’re ready to book. Showing up in those search results makes a big difference.
Some of Heidi’s top-performing strategies included:
Updating her Google Business Profile regularly (especially with new photos)
Creating a “Naples Favorites” page on her site with links to local businesses
Reviewing and refreshing old blog content to improve SEO
Optimizing website structure and copy to better guide visitors to book
These actions may seem small, but when combined, they can lead to major visibility improvements—without relying on the algorithm.
Creating a website that guides potential pet care clients with ease
One thing Heidi consistently heard after her website launched? That it was easy to use. Clients loved how straightforward it was to learn about her services, check if they were a fit, and take the next step.
This is a key piece many pet business owners overlook. A beautiful website is great—but if it doesn’t guide users through a clear, conversion-focused journey, you may be losing inquiries. Things like broken links, confusing copy, or unclear next steps can stop someone from reaching out.
When a website is designed with user experience in mind, it helps build trust and reduce the back-and-forth emails you’d otherwise spend hours answering.
Heidi’s story is full of gold—not just because of the 90% Google stat (though wow 👏), but because it’s a clear example of what can happen when you pair intention with action.
She built relationships. She tracked her data. She invested in her brand. And she did it all while staying connected to her values, her team, and her community.
Whether you’re just starting out or ready to level up, the lesson here is simple: Strategy doesn’t have to be overwhelming. Start with what matters. Track what’s working. And surround yourself with people and resources that support your growth.
🎧 Want to hear the full conversation with Heidi?
🖥️ Curious what a community-focused, SEO-friendly pet business website looks like?Take a peek at Heidi and Hope Pet Services
💡 Ready to upgrade your own brand and website?Check out our Website Templates for Pet Businesses—designed with SEO, conversions, and simplicity in mind. Or, check out our 1:1 brand and website design services to help your brand stand out from the pack!
Other links mentioned:
Join Pet Marketing Unleashed’s FREE Facebook Group
Visit the Pet Marketing Unleashed website
Try Flodesk for email marketing and use code UNLEASHED to get 14 days free AND 50% off your first year!
