What Is Copywriting? (And Why Does Your Pet Business Need It?

You sit down to write an Instagram caption and suddenly your brain goes blank.

Or you're staring at your website homepage thinking "this sounds so... blah. But I have no idea how to make it better."

Or you spend two hours trying to write a welcome email and end up with three mediocre sentences that you hate.

Welcome to the world of copywriting — the thing nobody teaches you when you start a business, but somehow you're expected to just... know how to do?

If this sounds familiar, you're not alone. Let's break down what copywriting actually is and why it matters. 

 

What Even IS Copywriting?

Simple definition: Copywriting is writing the words you use to communicate with customers and convince them to take action. 

Book an appointment. Buy a product. Sign up for your email list. Follow you on Instagram. Whatever your goal is.

Copywriting is everywhere:

  • Your website copy

  • Your social media captions and posts

  • Your email newsletters

  • Your service descriptions

  • Your Google Business profile

  • Your booking confirmation messages

  • Even your signage and packaging

Basically, if there are words and those words are trying to get someone to do something? That's copy.

And when it's done strategically, it can make a massive difference in whether people actually book, buy, or engage with your business.

 

Why Does Copywriting Matter MORE in the Pet Industry?

Because pet parents are emotional AND practical at the same time. 

They love their pets like family. They're willing to spend money on them. But they're also price-conscious and selective about where that money goes.

So your copy needs to do two things at once:

Connect emotionally and justify logically.

They need to trust you and feel your product or service is worth the price. 

For example:

We offer premium grooming services for your pet.

Vs. 

Your anxious pup gets one-on-one attention in a calm, quiet space (no kennel stress), and you get video updates so you know they're safe and happy.

See the difference? One is vague and could apply to any groomer. The other addresses specific concerns pet parents have (anxiety, safety, communication) and shows exactly what makes your service different.

Strategic copywriting connects with what your customers care about and guides them through your marketing funnel naturally. 

 

When Should You DIY Your Copy vs. Get Help?

Plenty of small business owners write their own copy, especially when they're starting out or working with a tight budget.

DIY copywriting works when:

  • You have a clear sense of your brand voice and who you're talking to

  • You're comfortable writing, and it doesn't feel like torture

  • You have the time to actually think through your messaging strategically

  • You're using tools like AI but editing everything to sound like YOU LINK JAN BLOG HERE

But here's where most small businesses struggle:

  • You're spending hours trying to write a simple email and getting nowhere

  • Your messaging feels inconsistent across your website, social media, and emails

  • You know what you want to say, but can't figure out HOW to say it

  • You're not seeing the bookings or sales you want, and you suspect your copy might be part of the problem

  • Marketing projects that could be making you money sit endlessly on your to do list (cause you just don’t have TIME) 

The truth is, most small business owners underestimate how much unclear or generic copy is costing them in missed opportunities because their messaging isn't actually connecting with people.

 

What Does a Strategic Copywriter Actually Do?

We don't just make your words sound prettier. Here's what actually happens:

  • We figure out who you're talking to and what they care about

  • We identify what makes you different from the competition down the street

  • We create messaging that connects emotionally AND logically

  • We make sure everything sounds like the same brand across all your touchpoints

  • We save you hours of frustration staring at blank screens

You're the expert at what you do (grooming, boarding, retail, training). A strategic copywriter is the expert at communicating why people should choose you.

 

The Bottom Line About Copywriters for Pet Businesses

You don't need to become a copywriting expert to run a successful pet business. But understanding what it is and why it matters will help you make better decisions about your messaging, whether you're doing it yourself or bringing in help.

For now, focus on being clear and specific. Talk about what pet parents actually care about, not just what sounds professional or fancy. Be authentic. Speak the way you would in everyday life. 

And if you're realizing your messaging needs work, but you don't have the budget for a full rebrand or ongoing copywriting support? That's exactly why I offer options like VIP Days (we knock out a specific project, such as your welcome email sequence or website refresh, in one focused session) and Mini Grooms (a copy audit where I tell you exactly what's working, what's not, and how to fix it). Check out all my services here.

Caitlyn Mellor