When you operate a service-based business like pet services, keeping your online presence up-to-date and active is always a top priority.
Consider that about 90% of all online experiences between a business and its customers begin with a search engine. If someone identifies that they need a groomer or a sitter or a pet-based medical professional, they’re going to turn to the Internet for help. What they find next determines whether they pick up the phone and give you a call or go running into the arms of a competitor.
Especially as the busy season approaches for pet services businesses, it’s critical to ensure your online presence is ready to meet the increased demand. The pet care industry often sees spikes in bookings during certain times of the year, and being prepared can make all the difference in managing this surge.
Turning this surge from something that overwhelms you into the opportunity it should be seen as requires you to be proactive. You need to prepare your online presence well in advance of the busy season’s arrival. Thankfully, this isn’t necessarily difficult – but it will require you to keep a number of key things in mind along the way.
Start With Your Social Media Presence
When people start looking for new partners to care for their furry little friends, they’re probably going to take to the Internet – and that likely means social media. Because of that, you’ll want to make sure that you’re ready for the influx of new potential customers when they do inevitably arrive.
Never forget that just having social media profiles is not enough to get the job done. To truly make an impact, you have to “wow” people with what they see.
Review and update your social media profiles across platforms like Facebook, Instagram, and even LinkedIn. LinkedIn may be a more professional-oriented social media network, but a new customer is a new customer – it doesn’t matter where they come from.
Make sure that all business information is correct, including but not limited to your hours, contact info, and services.
Along the same lines, you should regularly post engaging content, such as before-and-after photos, behind-the-scenes shots, customer reviews, or even fun pet facts. This serves two important purposes, essentially at the exact same time.
First, it keeps your pet services’ social media profiles updated – showing people that you’re active and are very much ready to take on new clients. Second, every time you update with content that gets a lot of attention through “likes” and shares, it only helps with your larger SEO strategy.
If you don’t have the time to write a blog post or don’t have any particularly compelling success stories to call out at the moment, consider posting special seasonal offers or highlighting your top services for the upcoming busy period. Active and consistent posting like this helps keep your business top of mind, especially as people are planning for the busy season ahead. Social media also gives you a chance to show the personality of your business, which can help attract new clients who relate to your approach or services.
Don’t Forget About That Booking System
The category “pet services” can mean a lot of different things, but for the sake of example lets say you’re running a dog grooming facility in particular.
Put yourself in the shoes of one of your potential customers. They’re having a busy week, but they know they have to find the time to have their dog trimmed ahead of warm summer weather. They need to fit an appointment into their already overflowing calendar, but don’t necessarily have the time to hop on the phone and give you a call to chat it out.
They’re probably going to head to your website and look for an online booking system to meet their needs. If they find it, and it doesn’t work, what do you think happens then? You guessed it – they hit the “back” button in their browser, find a pet services business with a booking system that DOES function properly, and probably never think about you again. Or even more quickly, they’ll look to book an appointment with you directly from your Google Business Profile, never even landing on your website.
During the busy season, you’ll want to make booking as easy as possible for your customers. A user-friendly, well-functioning booking system will help you manage appointments more effectively, reduce phone calls, and give customers the convenience they expect. Plus, it allows you to keep track of your schedule and avoid overbooking.
Make sure the system is easy to use and works smoothly across devices. If you already have an online booking system, test it to ensure it’s functioning correctly – check for bugs or glitches that could cause problems during peak times.
The Importance of User Reviews Cannot Be Overstated
Especially when you’re talking about something like a pet services business, you need to acknowledge that user reviews can be an asset or a liability depending on your perspective.
When someone enlists you to care for their pet, even in some small way, they’re putting an incredible amount of trust in your hands. People treat pets like they do members of their own family – they’re not going to put that faith in just anyone.
According to one recent study, approximately 7 out of every 10 consumers say that reviews from their peers “frequently” influence their purchase decisions. Not only that, but about 75% of people are concerned with fake reviews. When you also consider that about 89% of people say that if they post an online review with a question or a concern they expect a response from the business in question, you begin to get a sense of just how other people view this topic.
They want to hear from real people who have enlisted your pet services in the past and who have walked away satisfied. They want to know beyond the shadow of a doubt that they’re going to get value for their hard-earned money. User views are one of the best ways to show precisely that, but it isn’t going to happen automatically.
Encourage customers to leave reviews on Google, Yelp, and other relevant platforms. Don’t come out and promise them something in return for their review – that sort of negates the purpose. But if you know someone had a great experience and they’re willing to tell others about it, you should absolutely encourage them to do so.
Make it easy by sending a follow-up email after services are completed with a direct link to your review page. Also, be sure to respond to reviews – both positive and negative – promptly and professionally. If someone gives your pet services business overwhelming praise, be sure to thank them for it. If they have a pressing concern, be sure to address it as comprehensively as possible. Not only will other prospective customers see that you’re willing to take criticism, but you can also publicly show the lengths to which you’re willing to go to take a bad situation and make it right.
Online reviews build credibility and trust with potential clients. Many people search for reviews before deciding on a service provider, so having positive feedback can help sway their decision. Responding to reviews shows you care about your clients and value their feedback, which can improve customer loyalty.
Lean Into the Seasonality of It All
Finally, another great way to prepare your online presence for the busy season is to create content that speaks directly towards the unique needs that someone will have during this time of year.
They don’t even have to be directly related to your business, so long as the pieces you’re working on are helpful. If you’re a dog groomer, for example, you don’t have to write exclusively about grooming-related topics. During the busy summer months, you could write a blog post about “How to Keep Your Dog Cool During the Hot Weather” or “Essential Pet Care Tips for Summer.” If you offer grooming services, write a post titled “Why Regular Grooming is Important for Your Pet in the Summer” to highlight how warm weather can lead to more matting, shedding, and skin irritation. On your social media channels, you can share advice about managing pet anxiety during seasonal changes, like during the holidays or fireworks season, when pets tend to get stressed.
Seasonal content resonates with pet owners because it’s directly relevant to their lives right now. When your content is timely and helpful, people are more likely to share it and come back for more. Plus, it helps your website rank higher on search engines because search engines prioritize content that’s fresh and related to current trends or needs.
If you’d like to find out more information about preparing your online presence for the business season, or if you have any additional questions about pet services SEO that you’d like to discuss in a bit more detail, please don’t delay – contact us today. You can also click here to schedule a Surefire Local demo so that you can see the ways in which a powerful all-in-one marketing platform can free up so much of your valuable time so you can focus on better serving your customers.