Do Dog Breeders Need a Website?
After ten minutes of walking through the store, I finally found the bedding aisle.
I skimmed the sheet section and saw a set with a nice pattern. They looked so so soft, I just knew I have to sleep on them. Plus they were $80, so I assumed they were good quality.
But just to be on the safe side, I wanted to check online first to read reviews and so on.
So I googled the brand, and nothing relevant came up.
No website, no google reviews, nothing.
With a little pout, I put the sheets back. I wasn’t about to spend almost a hundred dollars on something that might start pilling in a week or give me a weird rash or something.
Seems reasonable, right? Especially when the sheets right next to them had a beautiful website that guaranteed me the best sleep of my life.
Now, let’s talk about what you’re selling.
If you’re a dog breeder, you aren’t just selling any normal product you find on the shelves at Target.
You are selling someone’s future family member. Maybe it will be a pet that becomes a child’s best friend, or a guide dog that serves as someone’s eyes, or a show dog that is someone’s pride and joy.
And your price tag is almost certainly over $1000.
Now, if you were making this big of a purchase, would you want to buy from someone who didn’t even have a website?
I wouldn’t. There’s absolutely no way.
Because I couldn’t trust you. If there was no way for me to read about you, get to know you, and see how you’ve helped people in the past, I’d honestly assume you were a scam.
So that’s the short answer. Yes, you need a website. But you didn’t just come here for me to tell you that, so let’s dig into it a little more.
Why a website will be worth the investment
You’ll look like a legitimate breeder
There’s all kinds of people trying to sell puppies, but most of them aren’t going to put in the effort to make a website.
Someone who had a litter to “try it out”? Definitely not worth making a website. Puppy mills who only care about the paychecks? All they have to put on a website are some photos of available puppies and words that don’t mean anything.
You, on the other hand, have a story, and a website is the place to tell it.
You’ll have a space to show off (and give people all the information they’re looking for)
If you put as much effort into your business as it takes to be a successful and ethical breeder, you have a lot to talk about (aka brag about). And people want to hear it!
There are so many factors that go into choosing the right breeder, and there really isn’t room on instagram or facebook to fit it all in. Give the people what they want.
You won’t have to put more time into it once it’s done
Social media is an everyday struggle. But your website? Once it’s up, it’s doing your dirty work for you 24/7.
Obviously you can update it as your business grows and evolves, but for the most part you can forget about and watch the clients roll in.
More people can find you
People use google. Like a crazy number of people. If you can get your website ranking on the first page for some searches, that’s a whole new set of possible clients to work with.
The more people who find you, the more people who might want to buy a puppy from you. And if your website is doing its job, that’s going to be a lot of people.
Plus, you can’t even say outright that you’re selling puppies on instagram or facebook. They ban you.
Your website can be clear as a whistle, and you won’t have to worry about losing your site from breaking some rule you didn’t even know existed.
More of the right people will want to buy from you
You know there are a lot of different kinds of puppy buyers. Some only want a very specific coloring. Others are looking for a specific temperament. Others are buying a gift for a friend who may or may not actually want the puppy. And still others are amazed a puppy cost more than $200.
You probably like working with some of these people more than others, and your website has the power to bring in more of those people who you actually want to work with (with the right copywriting, of course😉).
What to include on your website to make it worthwhile:
Must haves:
Some description of who you are or what your business is all about
A description of the type of puppies you sell (and if there’s any limitations on who you sell them to)
A clear way for people to buy a puppy from you, or at least get in contact with you
Feedback from happy customers (aka social proof)
Some consistency in aesthetics and writing (your colors go nicely together, pictures have similar lighting, and writing style doesn’t drastically change half way through). This ensures you look professional.
Notice how you don’t have to have 5+ pages on your website. It’s awesome if you can work towards that goal, but it’s not necessary to reap the rewards of having a website. At the bare minimum, your site needs to convey who you are, what you’re selling, why people should trust you, and how they can move forward to purchase from you.
Nice to haves:
Clear access to your puppy application
(for a streamlined process that filters out buyers from the start)
Pictures and descriptions of your past litters, breeding dogs, facility, and so on
(pictures add an extra layer of credibility and cuteness)
A strong brand
(which you can read more about in this blog post!)
A dedicated about me page
(so people can form a connection with you and your story)
A dedicated page to your puppy curriculum
(this is where a lot of breeders stand out from the crowd)
A dedicated page to your mission and values
(ethics play a big role in the breeding industry because of, you guessed it, puppy mills)
A dedicated page to your breeding dogs
(to show people their genetics, temperament, show history, and pictures)
A dedicated page to anything else that makes your program special or to appeal to unique buyers like a guardian home page or a therapy dog page
(you want all the information out on the table for anyone who might benefit from it)
Clear description of what sets you apart from other breeders
(why should people buy from you instead of someone else? your website is the place to convince them)
Credentials, like courses you’ve taken or certifications you’ve received
(show off your knowledge—it adds a lot of credibility)
The nice to haves might feel a little more overwhelming, but I wanted to include everything that I’ve noticed that’s helped breeders succeed in the past. You definitely don’t have to add it all in at once, but each time you add an improvement to your website, you’ll be winning over more of your ideal buyers.
Is having a website enough?
Well… no, not really. Unless you have a strong referral system in place that’s already getting you enough buyers.
Chances are if you are reading this blog, you are looking to get more puppy buyers, in which case you should be taking advantage of all the best marketing methods.
I always recommend social media, brand building, and email marketing to breeders looking to grow.
But none of these methods will be as effective without a website, so that’s definitely priority #1.
Looking for more marketing tips tailored to breeders?
My newsletter is packed full of tips to help you grow your pet industry business. Subscribe below to receive weekly advice that you can easily put to work in your breeding program!
And if you want to learn more about how hiring a copywriter can help your business become everything you always wanted it to be, let’s set up a chat.
I’m Bianca by the way, and I specialize in helping dog breeders and other people in the pet industry improve their marketing and develop their brand strategy.
And chances are, if you took the time to read this blog, you are exactly the kind of business owner I love to work with.
You can read more about what I do here or take a peek at my portfolio to see how I’ve helped businesses in the past.
I’m also available via email at marketingwithbt@gmail.com, and I check my inbox way more often than I should, so you can expect a speedy reply. Happy marketing!
