How to Upgrade Your Pet Business Website Copy and Turn Website Visitors into Clients with Andrea Danelak

When most pet business owners think about their websites, they immediately picture the design—the colors, photos, and layout (and yes, we purposefully used this em-dash… more on that later lol!). And yes, design is what catches the eye. But do you know what really convinces someone to stay, connect, and ultimately book with you?

Your words.

That’s why we sat down with Andrea Danelak, Pet Marketing Unleashed’s very own website copywriter and pet industry wordsmith, to talk about all things copywriting and how it can help you convert more leads into pet sitting clients. Andrea has nearly two decades of experience in writing and communications, and now she helps pet business owners create website copy that feels authentic and actually converts.

In this post, we’ll share Andrea’s insights on:

• What website copywriting really is (and why it matters for pet businesses)

• The most common mistakes pet care business owners make when writing copy

• Quick, actionable copy fixes you can make to your pet business website today

• How to balance SEO, personality, and clarity in your words

• Where AI fits into copywriting for pet sitters, dog walkers, dog trainers, and other local pet service providers

LISTEN TO THE PODCAST EPISODE NOW:

WATCH THE INTERVIEW:

What Exactly Is Website Copywriting for Pet Businesses?

Copywriting is the art of writing words that inspire action. On your pet care website, that could mean booking a service, filling out a form, signing up for your email list, scheduling a meet and greet, or even just sticking around longer.

Andrea explains that good copy should:

• Build trust with your audience (a must in the pet care industry)

• Communicate your unique value clearly

• Reflect your brand voice consistently

• Guide clients toward the next step without confusion
  

In other words, your copy isn’t just filling space or complementing the design. It’s shaping the experience someone has with your brand from the very first click.

For example, if a pet parent is on your site wondering if they can trust you with their shy rescue pup, it’s your words (not necessarily your pretty font choice) that reassure them and help connect them to your business!

Why Pet Care Website Copy Is Just as Important as The Website Design Itself

Design may grab attention first, but once that initial impression is made, it’s your copy that does the heavy lifting.

Andrea puts it this way:

• Design sets the vibe.

  Copy tells people who you are, what you do, and why you’re the right fit.

• Together, they build trust and guide visitors toward taking action.
  

If your website looks great but your words are unclear, generic, or uninspiring, you’re likely losing potential clients who don’t see the value in booking with you.

Common Website Copywriting Mistakes Pet Business Owners Make

If you’re DIY-ing your website copy, chances are you’ve made at least one of these mistakes Andrea sees all the time:

1. Writing for “Everyone” Instead of The Niched Pet Parents You Want

Your audience is not everyone. When you try to speak to all pet owners, you water down your message. Instead, focus on the specific clients you most want to attract.

2. Talking About Your Services’ ‘Features’ Instead of Client Benefits

It’s natural to want to list your certifications and experience, but clients are really looking for how you can solve their problems. Shift your focus from “We offer this” to “Here’s how this helps you.”

Here are some examples:

Instead of saying “30-minute dog walks available,” try, “Your pup will get the exercise and attention they need, so you come home to a happy, relaxed dog.”

OR instead of…

“We offer insured and bonded pet sitting services,” try, “Relax on vacation knowing your pets and your home are safe, secure, and cared for by a trusted professional.”

OR instead of…

“Obedience training sessions available for puppies,” try, “Start your puppy off on the right paw with training that makes life at home calmer and less stressful for the both of you.”

These are small tweaks, but shifting the focus from what you do to why it matters for the pet parent can completely change how visitors experience your site (and whether they become paying clients).

3. Forgetting Clear Calls to Action (CTAs)

Don’t leave visitors guessing. Tell them what you want them to do next, whether that’s Book Your First Walk, Request a Meet & Greet, or Create Your Time To Pet account.

P.S. If you’re a pet care provider and are interested in a booking software to streamline your process (highly recommend, by the way), you can get 50% off your first 4 months with Time To Pet using our PMU link.

4. Using Overly Complex or Popular Pet Industry “Pun-Heavy” Language

Yes, personality is important. But if your service names or navigation are confusing, clients won’t stick around. Clarity always comes first.

Quick Copy Wins for Pet Sitters, Dog Walkers, and Dog Trainers

Not ready for a full copy rewrite? Andrea shared some simple, high-impact tweaks you can make right away:

• Update your CTAs. Replace vague links like “Click Here” with clear, action-driven language (Schedule Your Meet & Greet or Book Your Training Session).

• Break up long text. Use headers, bullet points, and short paragraphs. Pet parents want quick answers, not long blocks of text.

• Cut the fluff. Words like “really” and “very” don’t add meaning. Keep your copy tight and to the point.

• Mirror client language. If you’re struggling with what words to use, look at emails, reviews, or conversations with your favorite clients. Their language is often the best source of inspiration for your copy.
  

Balance creativity with clarity. You can have fun with wordplay, but keep services and navigation simple so pet parents know exactly what they’re getting.

SEO, AI, and Copywriting: What Pet Business Owners Need to Know

In 2026 and beyond, it’s impossible to ignore AI and its impact on all industries, including the pet industry. But how does it fit into copywriting for pet care websites?

Andrea’s perspective:

• AI is a great brainstorming tool. It can help spark ideas, outline content, or generate topic starters. At PMU, we sometimes use AI for our own brainstorming and outlines, but we never let it be the final draft. It just doesn’t capture the nuance or strategy that we’ve built over YEARS of experience, and it’s never something we use with client sites!

• AI can’t replace a human writer. AI tends to sound robotic, repetitive, or generic. It lacks emotional nuance and often misses the brand-specific voice your clients are looking for. It also follows a VERY similar structure across everyone’s use case. In the podcast episode that accompanies this blog post, Andrea and Mikaela had a 5-min side rant about how the beloved em-dash has become an ‘obvious clue’ that one is using AI, despite it being something that writers have been successfully using for DECADES! So sad—We LOVE em-dashes over here lol.

• Google rewards authentic, human content. Search engines prioritize content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Over-reliance on AI can hurt your rankings.
  

You can use AI to get started if you’re stuck, but always refine it so it sounds like YOU and your brand values and connects with the pet parents you want to attract (rather than random strangers on the internet who will never use your services and become your next favorite client!)

When Pet Care Professionals Should Hire a Copywriter vs. DIYing it Themselves

DIY copy is fine in the early days. But there comes a point where investing in professional copy can save you time, stress, and lost revenue. 

Here are a few signs you’re ready for copy help:

• Your website has decent traffic but it’s not converting or leading you leads (or at least the right kind of leads you’re looking for).

• You’ve outgrown your “starter” messaging and need a more polished and strategic voice.

• You’re too close to your own business to see it from a client’s perspective (this is SO common!).

• You’re ready to elevate your brand and stand out in a crowded market.
  

Andrea has worked with several pet sitters, dog trainers, and boarding facilities who came to us with solid businesses but websites that weren’t converting. In every case, professional copy along with strategic design has helped them attract more of the right clients. You can see examples of our work over on our website portfolio.

And if you’re not ready for a full website copy project, a brand messaging guide can be a smart middle ground. It gives you clear, strategic language you can use across your website, social media, and marketing materials so you can keep your voice consistent everywhere. And, we can help with that! The service is not yet on our website, but something we’ve been offering for copy clients! Learn more and reach out on our website.

Pet Business Copywriting Builds Trust and Bookings

Your website design may set the stage, but your words are what build trust, create connection, showcase your unique personality as a brand, and get pet parents to click “book.”

Andrea’s advice is simple: don’t let your copy collect dust. Revisit it regularly, refine it as your business grows, and don’t be afraid to ask for help when you need it.

With the right copy in the right places, your website can finally speak directly to your dream clients and turn visitors into happy, long-term loyal clients.

Ready for Website Copy That Converts?

We’d love to help you stop overthinking your words and start booking more of the clients you love. If you’re tired of staring at a blank page or second-guessing your words or letting website visitors fall through the cracks and NOT become a client, our Copy VIP Days with Andrea are designed to give you that strategic, personality-packed copy in just one day! At the end of the day, you’ll walk away with website copy that feels like you and inspires pet parents to take action!

Learn more at petmarketingunleashed.com/copywriting.