A few years ago I was visiting dog breeder websites to find the perfect companion dog.
I’ve shown dogs before, so the dog photos were important to me, because breed type is important to me.
But one of the first pages I’d visit was the dog breeder’s About page.
And I’d always read it. All of it!
What is an About page and why do I need one?
An About page is one of the most visited pages on websites.
Potential customers or people who may want to start a relationship with you, would like to know who they’re dealing with.
It should form part of your website’s main navigation to make it easy for visitors to find.
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Consider why someone would click on your dog breeder website’s About page.
They might want to
- know where you’re located
- find out more about you
- find out more about your breeding practices
- consider buying a companion dog from you
- buy a show dog from you
- use one of your stud dogs
- buy an adult dog
- read your blog to become more informed about your dog breeds
I think an About page is probably more important for dog breeders than businesses.
Most companies have an About page to tell the story of their business and their product or service.
But buying a product or service, certainly isn’t as a big a commitment as buying a dog. Well I don’t think it is anyway.
So, you should create an About page, that’s easy to find where website visitors can learn more about you, your kennel and your dogs.
What content should be on my About page?
An About page doesn’t need to be too long but it shouldn’t be too short either.
And here’s the most important thing - don’t be boring.
All dog breeders and show dog exhibitors have great stories to tell.
Think about why and how you got involved in a particular breed, what your accomplishments are and why should I (the website visitor) want to contact you.
First and foremost, solve your readers problems.
Start with the most important information at the top
So think about what you’re writing from the view of your target audience.
The first couple of paragraphs should container information about
- who you are?
- where you are?
- what breeds you have?
Who are you?
This should only take one or two sentences.
You can introduce yourself and your kennel.
I strongly recommend including your years of experience, especially if it’s lengthy.
This enhances your credibility straight away and then your visitors are more likely to engage with your website.
Where are you?
You don’t need to provide your address but at the very least let visitors know your country and region.
This may be irrelevant to some visitors as they may be sourcing breed information only.
But for potential puppy buyers, it’s important.
You may also like to include where you are willing to ship puppies to, if at all.
What breeds do you have?
Obviously include which breeds you breed and campaign in the show ring.
I would also consider including which breeds you’ve owned and/or bred in the past.
Talk about your journey
Hopefully the reader has made it past the first couple of paragraphs.
Now again, try not to bore them.
Remember, you’re trying to solve the reader’s problem.
So this section shouldn’t be all about me me me.
What are some of the problems that a visitor could be trying to solve when they visit a dog breeder website?
- why should I buy a puppy from these breeders?
- why does this kennel put so much effort and time into breeding this particular dog breed?
- is this breeder reputable, registered and ethical?
- can I visit this breeder?
- does this breeder exhibit in conformation shows?
- does this breeder work, trial or compete in obedience?
- what sort of breeding practices does this kennel employ?
- is this breeder experienced and knowledgeable?
Once you’ve identified what your website visitors may be searching for, you can start writing.
Don’t be too long winded or too, should I say it again?, boring.
Make sure to include a call to action at the end of your About page
You’ve probably got a contact page link in your website’s main navigation. If you haven’t, you should.
You should still provide a link at the end of your about to invite visitors to contact you.
It’s friendly, open and transparent.
Maybe you could say something like and link to the contact us text.
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How should I present and format the About page?
As I mentioned previously, I’ve read many dog breeder website About pages.
They were for the most part, very interesting.
But most were very poorly formatted, making them difficult to read.
Some common formatting mistakes were
- big paragraph blocks
- poorly formatted text
- poor text contrast
Long paragraphs are just too hard to read, especially online. So keep your paragraphs short.
Text that’s too small or line height (distance between lines) that’s too small will be very hard to read.
Make sure your text is easy to read against your website’s background colour. Don’t sacrifice readability for aesthetics with poor text contrast.
Make sure to publish a picture or a photo gallery. This will help support your text.
What type of images to publish should support what you’ve already written for your About page.
Some example images might be
- yourself and your family
- dogs’ living environment
- dogs playing, working, trialing, showing etc
Spend some time to improve your website’s About page
You already have all the content for your About page, because it’s your life.
All you need to do is spend the time crafting the perfect About page for your dog breeder website.
Don’t forget that your About page should
- form part of your website’s main navigation
- help your target audience and solve their problems
- be easy to read