Crisis Management: Pet Care Businesses During COVID-19

Crisis Management: Pet Care Businesses During COVID-19

With the COVID-19 pandemic sweeping the globe, businesses of all types and sizes are feeling the pressure. 

There’s never a period when a crisis is easy to manage. That’s especially true with businesses that involve the care of living things— schools, daycare centers, retirement homes, and pet care businesses have all been particularly hard-hit from the COVID-19 backlash. How do you continue providing care when interacting with other humans isn’t advised?

The answer is very carefully. Just as schools pivot to online learning, nursing homes close their doors to outside visitors, and nonprofits head to virtual events— your pet care business will need to respond to COVID-19’s demands.

At Gingr, we equip pet care businesses with technology to manage daily operations. This includes crisis management, meaning we’ve put some thought into exactly how dog daycares and boarding facilities should handle a crisis such as the novel coronavirus. We believe there are ways to continue normal petcare, nurturing relationships with clients, and outlast the crisis.

This guide will explore the following strategies for managing your pet care business during COVID-19:

  • Stay as educated as possible regarding the virus.
  • Stay aware of local laws and regulations.
  • Designate leaders and refresh your emergency policy.
  • Ensure you have all needed survival items.
  • Review your business plan.
  • Alter day-to-day operations to reduce the risk of spread.

We’ll expand on this Gingr blog post about disaster planning for dog daycare. As the landscape changes every day, there’s little time to waste when it comes to preparing COVID-19. 

Let’s get started.

Stay as educated as possible regarding the virus.

COVID-19 is particularly fear-inducing because we simply don’t know very much about it yet. If you and your staff members have felt the stress, you can be sure your clients have as well.

The best way to combat fear is knowledge, so it’s up to you to stay as educated as possible regarding the virus.

For a pet care business, there are two populations to read about when it comes to the virus itself— humans and pets. Viruses affect different populations in different ways, and that holds true for the novel coronavirus.

We now know that both humans and animals are subject to COVID-19. However, while there’s been clear evidence of human-to-human transmission, there’s no evidence of animal-to-human transmission upon writing this piece.

Your best bet is to review the regular news— whichever outlets you may prefer— as well as reputable sources in animal care. For example, the American Veterinary Medical Association (AVMA) and Pet Sitters International (PSI) are both sharing information on how the virus can affect pets and their human counterparts.

Stay aware of local laws and regulations.

The current pandemic is challenging in that it requires intensive social distancing measures to be put into place. Across the county, we’ve seen city and county governments put their own versions in place— with some areas affected by both at varying degrees.

These “Shelter in Place” orders change frequently, whether becoming more strict or extending the time period. We’ve seen these orders limit the operations of businesses, restricting the actions of businesses labeled nonessential to whatever operations are possible with the least number of people present.

Pay close attention to the ordinances of your city and county, perhaps even enabling notifications from your local papers to ensure you’re kept up-to-date. The level of restriction on your business could change, quite literally, tomorrow. When it does, you want to be prepared to operate as a nonessential business— which could mean restricting clients that enter your premises, sending all pets home, or even refusing any new reservations until the order is lifted.

In addition to paying attention, you’re going to need an emergency plan for when the time strikes. Again, since these factors are changing daily, it’s best practice to be ready to-go before they do.

Designate leaders and refresh your emergency policy.

When you’re disaster planning for a dog daycare, begin by designating emergency leaders. This is the team member responsible for monitoring updates and communicating them across your staff. For example, this person should ardently watch local news just in case your town’s movement restrictions are changed.

We recommend taking this a step further and dedicating one or two (more if needed) staff members that will contact clients in the event of an emergency. This is especially important if you’re a dog boarding service, as movement restrictions could change at any point. If that happens while animals are in your care, they could be sticking around for longer than originally anticipated.

When that happens, it’s essential that clients are contacted regarding how you plan to care for their pets in the meantime. Are you going to continue boarding the animals until the restriction is lifted? Or, are you going to send as many animals home as possible, then continue caring for the remainder? Are you going to make any changes to your cancellation policy?

Solidify your plan for each and every “what if” and have it written on paper. Then, if the need arises, your dedicated leaders will communicate the plan with clients. We know that customer service is key (learning from customer service expert, Disneyland) to build strong relationships with clients. Once the crisis passes, you’ll be thankful for these strong relationships to carry you into the next period!

Ensure you have all needed survival items.

This is especially important in light of the aforementioned travel restrictions preventing clients from returning home when originally planned. If you’re a boarding facility, you probably have animals in your care while their families travel on vacations. Considering COVID-19 hit the U.S. right around when many students were let out for spring break— there’s a decent chance that you have a few longer-term guests in your care.

Ensure you have enough of the following supplies to last a few weeks at the minimum:

  • Pet food and clean water.
  • Basic pet first aid essentials (learn more through this guide).
  • Cleaning supplies, including facilities sanitation and personal hygiene.

Further, locate leashes, transport carriers, medical records of animals in your care, and owner contact information in advance. This will come in handy if you have to evacuate for any reason, such as if a shelter in place order prevents normal operations at your facility.

If your organization is in a good place resources-wise, consider looking to local pet care nonprofits. These facilities likely have quite a few animals in their care and may be unable to easily adopt out pets during times of restriction. You could do something simple, such as sharing their donation request information with your social network followers, or something more large scale like coordinating a virtual crowdfunding campaign on their behalf.

Local communities should band together in times of crisis. Plus, we know that getting involved in your community is a great marketing idea for pet care businesses— so there’s really no downside here.

Review your business plan.

When you first started your dog daycare business, you probably outlined a business plan that included a few essential considerations. How you planned to price services and make a profit, which pet business insurance coverage you were going to invest in, and even which software solutions you would employ to make day-to-day operations run smoothly.

We recommend reviewing that plan in light of COVID-19, as the external factors influencing it will be drastically different. With fewer people leaving their homes and essential social distancing measures in place, fewer people will be inside your facilities at any given moment and there’s a decent chance that you’ll see a decrease in revenue in the near future.

Review your profit figures to understand just how much business you can stand to lose and still stay afloat after the crisis. If it’s likely to have a huge impact, you might qualify for emergency loans and funding from government resources, such as the Coronavirus Aid, Relief, and Economic Security (CARES) Act. If that’s you, it’s recommended that you contact your local Small Business Administration office.

As far as insurance is concerned, review your policy specifically where it may relate to the loss of business. Did you invest in any coverage that might provide financial protection in the event of fewer reservations?

For more information, check out this Gingr guide to building a dog daycare business plan. Use the guide to review your own plan. Are there any areas you need to revisit in the event that your business is affected by COVID-19?

Alter day-to-day operations to reduce the risk of spread.

However you plan to continue operations during this time, it’s important to do whatever you can to reduce the risk of spreading COVID-19. This includes:

  • Increasing sanitation efforts. Any areas of your facilities that have high human traffic, including break rooms, restrooms, and even door handles, should be cleaned on a higher frequency than normal. Remember that this protects your staff, clients, and pets in your care.
  • Decreasing human contact. This means avoiding having human clients entering your facilities, so try to do curbside pick-up if possible. Further, this means decreasing the contact of your employees with one another— ideally, you’ll want employees to remain six feet away from one another at all times. The best way to do this is to limit those working in your facilities to essential workers only.

If you’re working with a pet care business software, you can lean on that resource to facilitate your social distancing needs. 

For example, you can use intuitive scheduling to ensure that there are never so many employees in your facilities that they’re unable to distance properly. This can be easily communicated digitally, so ideally your staff members don’t have to interact physically with one another at all.

Concerning clients, curbside pick-up can be facilitated through dog daycare software as well. When a client is coming to drop off or pick-up their pet, have them text you when they pull up. Then, you can go out and manage the transition at their vehicle while maintaining distancing. Further, use credit cards already on file to speed up the transaction and eliminate the need to touch customer’s credit cards.

After the pet is brought out to the vehicle, you can send a follow-up report card communicating any essential information about that pet’s stay in your care. This is a great way to continue building relationships between your business and clients, as we know that follow-up messaging is a powerful tool.

Small businesses everywhere are feeling the effects of the COVID-19 pandemic, and that holds true for pet care businesses as well.

By staying informed, refreshing your crisis policies and supply reserves, and communicating with clients, your pet care business will be able to weather the storm. Use this guide to review your policies and you’ll be off to a great start.

2018 Pet Holidays


  • National Train Your Dog Month
  • Walk Your Pet Month
  • It’s OK To Be Different Month (Tri-pawds came to mind!)
  • Blended Family Month (Think adding new pets to your existing family)
  • Adopt a Rescued Bird Month
  • Unchain a Dog Month
  • Adopt a Rescued Bird Month


  • 1 New Year’s Day
  • 2 National Pet Travel Safety Day
  • 2 Happy Mew Year for Cats Day
  • 5 National Bird Day
  • 5 National Whipped Cream Day
  • 6 National Cuddle Up Day
  • 14 National Seeing Eye Dog Day
  • 14 National Dress Up Your Pet Day
  • 16 Martin Luther King Day
  • 20 National Penguin Awareness Day
  • 21 National Squirrel Appreciation Day
  • 21 National Hug Day
  • 22 National Answer Your Cat’s Question Day
  • 24 Change a Pet’s Life Day
  • 28 National Have Fun At Work Day
  • 28 Chinese New Year
  • 29 Seeing Eye Guide Dog Birthday
  • 30 National Bubble Wrap Appreciation Day


  • American Heart Month
  • Beat the Heat Month (Spay & Neuter Awareness)
  • Dog Training Education Month
  • National Cat Health Month
  • Pet Dental Health Month
  • Responsible Pet Owners Month
  • Adopt a Rescued Rabbit Month
  • National Prevent a Litter Month
  • Unchain a Dog Month
  • Spay/Neuter Awareness Month


  • 2nd Week: Have a Heart for Chained Dogs Week
  • 3rd week: National Justice for Animals Week


  • 2 Groundhog Day
  • 2 Hedgehog Day
  • 9 National Pizza Day
  • 13-14 Westminster Kennel Club Annual Dog Show
  • 14 National Pet Theft Awareness Day
  • 14 Valentine’s Day
  • 17 World Cat Day
  • 17 Random Acts of Kindness Day
  • 20 Love Your Pet Day
  • 20 National Walk Your Dog Day
  • 20 Cuddly Kitten Day
  • 20 International Dog Biscuit Appreciation Day
  • 20 World Spay Day (Last Tuesday of February)


  • Poison Prevention Awareness Month
  • Adopt a Rescued Guinea Pig Month


  • 1st Full Week: Professional Pet Sitters Week
  • 3rd Full Week: National Poison Prevention Week


  • 1 National Peanut Butter Lover’s Day
  • 3 If Pets Had Thumbs Day
  • 3 International Ear Care Day
  • 8 International Women’s Day
  • 9-12 Crufts (World’s largest dog show, UK)
  • 12 Daylight Savings Time Starts
  • 13 K-9 Veterans Day
  • 14 Pi Day
  • 17 St. Patrick’s Day
  • 20 International Day of Happiness
  • 20 First Day of Spring
  • 22 World Water Day
  • 23 National Puppy Day
  • 28 Respect Your Cat Day
  • 30 Take a Walk in The Park Day


  • National Greyhound Adoption Month
  • National Heartworm Awareness Month
  • National Pet First Aid Awareness Month
  • Prevent Lyme Disease in Dogs Month
  • Prevention of Cruelty to Animals Month
  • National Pet Month (UK)


  • 1st week in April: International Pooper Scooper Week
  • 2nd full week: Animal Control Officer Appreciation Week
  • 3rd week in April: Animal Cruelty/Human Violence Awareness Week
  • 3rd week in April: National Pet ID Week


  • Last Wednesday of April: International Guide Dog Day
  • Last Friday in April: Hairball Awareness Day.
  • 1 April Fool’s Day
  • 1-7 International Pooper Scooper Week
  • 2 National Walking Day
  • 2 National Ferret Day
  • 6 National Siamese Cat Day
  • 7 World Health Day
  • 8 National Dog Fighting Awareness Day
  • 10 National Hug Your Dog Day
  • 11 National Pet Day
  • 11 Dog Therapy Appreciation Day
  • 16-22 Animal Cruelty/Human Violence Awareness Week
  • 17-23 National Pet ID Week
  • 18 Pet Owners Independence Day
  • 19 Pet Owners Day
  • 20 National Look-A-Like Day
  • 21 Bulldogs are Beautiful Day
  • 22 Earth Day
  • 23 National Lost Dog Awareness Day
  • 24 National Pet Parent’s Day
  • 26 Hairball Awareness Day
  • 26 National Kids & Pets Day
  • 27 Free Feral Cat Spay Day
  • 29 National Kids and Pets Day
  • 29 World Veterinary Day
  • 30 National Tabby Day
  • 30 National Adopt a Shelter Pet Day


  • National Pet Month
  • National Chip Your Pet Month
  • Pet Cancer Awareness Month
  • Lyme Disease Prevention Month
  • Responsible Animal Guardian Month
  • National Service Dog Eye Examination Month


  • 1st full week: Be Kind to Animals Week
  • 1st full week of May: National Pet Week
  • Monday before Mother’s Day: Puppy Mill Action Week
  • 3rd full week in May: Dog Bite Prevention Week, Pet Anxiety Awareness Week
  • May 15th-21st: National Hurricane Preparedness Week


  • First Sunday in May: Mayday for Mutts
  • 2nd Saturday in May: International Migratory Bird Day
  • Last Monday of May: Memorial Day
  • Last Friday of May: National Heat Awareness Day
  • 1 National Purebred Dog Day
  • 3 National Specially-abled Pets Day
  • 3 Hug Your Cat Day
  • 4 Star Wars Day (May the Fourth be with you)
  • 5 Cinco De Mayo
  • 5 National Ferret Day
  • 8 National Animal Disaster Preparedness Day
  • 13 Frog Jumping Day
  • 14 Mother’s Day
  • 14 National Animal Disaster Preparedness
  • 14 International Chihuahua Appreciation Day
  • 19 Endangered Species Day
  • 21 Armed Forces Day
  • 23 World Turtle Day
  • 28 Free Feral Cat Spay Day
  • 30 Memorial Day
  • 30 International Hug Your Cat Day


  • Adopt-a-Cat Month
  • National Pet Preparedness Month
  • Adopt-a-Shelter-Cat-Month
  • National Microchipping Month
  • Social Petworking Month


  • 1st week in June: Pet Appreciation Week
  • Week after Father’s Day: Take Your Pet to Work Week
  • Mid-June: Animal Rights Awareness Week


  • Second Sunday in June: World Pet Memorial Day
  • Friday following Father’s Day: Take Your Dog to Work Day
  • 1 Global Day of Parents
  • 2 National Leave the Office Early Day
  • 2 National Donut Day
  • 4 Hug Your Cat Day
  • 4 National Running Day
  • 7 National Chocolate Ice Cream Day
  • 8 Best Friends Day
  • 9 World Pet Memorial Day
  • 11 World Pet Memorial Day
  • 19 National Garfield Day
  • 19 National Pets in Film Day
  • 20 Ugliest Dog Day
  • 20-24 Take Your Dog to Work Week
  • 21 National Dog Party Day
  • 21 International Day of Yoga
  • 23 Take Your Dog to Work Day
  • 24 Cat World Domination Day
  • 26 Forgiveness Day


  • Dog House Repair Month
  • National Lost Pet Prevention Month
  • Pet Hydration Awareness Month. Make sure your pets are drinking enough water during the hot summer. Launched by PetSafe.


  • 4 Independence Day
  • 11 All-American Pet Photo Day
  • 15 National Pet Fire Safety Day
  • 15-16 Celebration of the Horse
  • 16 World Snake Day
  • 17 Global Hug Your Kid Day
  • 17 National Ice Cream Day
  • 21 National Craft for your Local Shelters Day
  • 21 No Pet Store Puppies Day
  • 23 Clear The Shelters Day
  • 23 National Hot Dog Day
  • 30 International Day of Friendship
  • 30 National Cheesecake Day
  • 31 National Mutt Day


  • National Immunization Awareness Month


  • August 6-12: International Assistance Dog Week
  • Last week of August: Pet Fashion Week


  • Third Saturday of Aug: International Homeless Animals Day
  • 1 DOGust Universal Birthday for Shelter Dogs
  • 2 National Ice Cream Sandwich Day
  • 5 Work Like a Dog Day
  • 8 International Cat Day
  • 10 Spoil Your Dog Day
  • 10 National Lazy Day
  • 13 International Lefthanders Day
  • 15 National Check the Chip Day
  • 15 Relaxation Day
  • 16 National Tell a Joke Day
  • 17 National Black Cat Appreciation Day
  • 19 International Homeless Animals’ Day
  • 22 National Take Your Cat to the Vet Day
  • 26 National Dog Day
  • 28 Rainbow Bridge Remembrance Day
  • 30 National Holistic Pet Day


  • Happy Healthy Cat Month
  • AKC Responsible Dog Ownership Month
  • National Disaster Preparedness Month
  • Back to School
  • National Guide Dogs Month
  • National Pet Memorial Month
  • National Pet Insurance Month
  • Animal Pain Awareness Month


  • 3rd week of Sep: International Assistance Dog Week
  • Last full week in Sep: Pet Fashion Week
  • Last full week in Sep: National Deaf Dog Awareness Week


  • 2nd Sunday of Sept: National Hug Your Hound Day
  • 2nd Sunday of Sept: National Pet Memorial Day
  • 3rd Saturday of Sept: Puppy Mill Awareness Day
  • 1 Ginger Cat Appreciation Day
  • 13 Pet Birth Defect Awareness Day
  • 13 National Hug Your Hound Day
  • 19 Talk Like a Pirate Day
  • 19 Responsible Dog Ownership Day
  • 21 International Day of Peace
  • 23 Dogs in Politics Day
  • 28 World Rabies Day
  • 29 International Coffee Day


  • Adopt-A-Dog Month
  • Adopt-a-Shelter Dog Month
  • National Animal Safety and Protection Month
  • National Pet Wellness Month
  • National Pit Bull Awareness Month
  • National Service Dog Month


  • 1st Full Week in Oct: Animal Welfare Week
  • 1st Week of Oct: National Walk Your Dog Week
  • 3rd week of Oct: National Veterinary Technician Week


  • First Friday in Oct: World Smile Day
  • Second Monday in Oct: Canadian Thanksgiving
  • Second Wednesday in Oct: National Pet Obesity Awareness Day
  • Last Saturday in Oct: National Pit Bull Awareness Day.
  • 1 National Fire Pup Day
  • 1 National Black Dog Day
  • 4 National Taco Day
  • 4 World Animal Day
  • 5 National Do Something Nice Day
  • 15 Dog Film Festival, New York City
  • 15 National Grouch Day
  • 16 National Feral Cat Day
  • 24 National Food Day
  • 27 National Pitbull Awareness Day
  • 28 National Chocolate Day
  • 28 Plush Animal Lovers Day
  • 29 National Cat Day
  • 30 National Black Cat Day (UK)
  • 21 Halloween


  • Pet Diabetes Month
  • Adopt a Senior Pet Month
  • National Pet Awareness Month
  • National Senior Pet Month
  • Pet Cancer Awareness Month


  • 1st full week of Nov: National Animal Shelter Appreciation Day


  • 4th Thursday of Nov: Thanksgiving (US)
  • 4th Thursday of Nov: National Dog Show.
  • 1 National Cook for Your Pets Day
  • 4 National Stress Awareness Day
  • 5 National Donut Day (#2! Because you can’t have just one!)
  • 6 National Healthy Eating Day
  • 7 National Canine Lymphoma Awareness Day
  • 11 Veteran’s Day
  • 13 World Kindness Day
  • 14 World Diabetes Day
  • 17 National Take a Hike Day
  • 17 National Black Cat Day
  • 26 National Cake Day


  • Cat Lover’s Month


  • 2 National Mutt Day
  • 4 World Wildlife Conservation Day
  • 5 International Volunteer Day
  • 10 International Animal Rights Day
  • 12 Poinsettia Day
  • 12 National Day of the Horse
  • 14 Monkey Day
  • 15 Cat Herder’s Day
  • 22 Keep Pets Safe In Winter Day
  • 27 Visit the Zoo Day
  • 31 New Year’s Eve

5 Keys to a Successful Lead Magnet

Contrary to what you may think, not all lead magnets are created equal. This can be particularly challenging for entrepreneurs that work in passion-based industries.

The reason being, most passion-based entrepreneurs are SOOOO knowledgeable and passionate about getting their clients the results they’re looking for, that they often BLOW THEM AWAY with knowledge.

Sort of like killing a fly with a BAZOOKA … it’s too much!

Let me tell you a little story. This is funny and a little sad, but what the heck, we all start somewhere.

One of my first ever “official” lead magnets was put together back in 2010. At the time we had just celebrated 12 years in business and honestly, I was a little cocky.

So I put this lead magnet together. I didn’t do a buyer persona or think at all about what the customer wanted. I just knew what they needed, so I had this epiphany …

What people really need is somebody like me to come in and tell them the truth, lay it on the line and just stuff them full of killer content.

So my idea was – 30 Tips in 30 Days. Each day, for 30 days, I was going to send an email with a quick tip, lesson or strategy. Just basically dropping knowledge. I started out strong … for the first week, then I missed a few days and got back on track. By the time I hit day 22, I was so sick of it that I didn’t even finish the 30 tips.

The funny part though, was that not 1 person called me on it. So of all the people that had signed up, they lost interest between day 1 and day 22 and didn’t even notice that I didn’t finish writing the tips.


That was a horrible lead magnet for a lot of different reasons. After many lessons learned and a lot of experience, we’ve come up with 5 KEYS or rules for lead magnets.

Any lead magnet that we’ve ever seen flop (and we’ve seen our fair share), has been because it broke one of these rules. And without a doubt, if you’ve dipped your toes in the lead magnet world and they’ve been less than successful, you can undoubtedly point it back to one of these five.

They aren’t complicated, but DO NOT underestimate the power of these rules.

Here are the Lead Magnet Success Principles in no particular order:

  1. Specific – Our goal with this lead magnet is that we want to give the prospect a specific RESULT. Once they get that result, that’s when trust is built and when the relationship building starts. We’re not trying to solve ALL their problems. We just want to solve this one nagging problem because that will show them that we know what we’re talking about – we’ve solved this problem and we can definitely solve others as well. The more specific the better.
  2. Easy to Consume – Remember my 30 tips in 30 days … that was too much. Books make horrible lead magnets because they take too long to get through. Small e-books, checklists, short videos – these are all easy to consume. The other thing we want to take in account here is how your perfect client prefers to consume their content. If you’re people don’t listen to podcasts … don’t do a podcast – they won’t consume it.
  3. Address a Known Desire – By known desire, we mean a desire your perfect prospect has. Not what you think they have, but what they’ve told you they have.
  4. Deliver Value – Value can either be real or perceived. Real value would be like – Save $50 on your first week of xyz. Perceived value can be a webinar, some killer content or teaching somebody a skill. This one can be tricky because sometimes there can be a difference of perception in terms of value. Let me give you an example: When we launched our membership site last year, part of the offering was me being on an office hours call every week. From my perspective, this had immense value. An 18-year marketing veteran just sitting on the phone waiting to answer your questions. I know what my bill rate is and that was a lot of $$$$ that we were missing out on. My audience rarely took me up on it. More often than not, I was on the phone just working on client projects. The reason being, the audience either didn’t understand the value or they didn’t see the value – it wasn’t important to them. So when you are looking at value, look at it from your customer’s perspective, not yours.
  5. Aligned with your product or service – It doesn’t have to be directly related but we need to be able to connect the two through our follow-up sequence. Let me give you an example: I have a client that runs a doggie daycare and boarding facility. So the lead magnet that we worked on was a guide to local dog-friendly hikes and beaches.

The target market was active professionals with dogs that were looking for fun outdoor activities they could do with their pets.

What made this work, was that fact that we could tie their weekend excursions to exercise and how exercising their pets made them happier and healthier on the weekends. But during the work week, the dogs wouldn’t get the exercise that they needed when they were cooped up in the house all day, so we introduced some weekday exercise packages so their dogs could be happy and healthy all week long. BINGO!

You see how that worked? We used the lead magnet to identify and call out our perfect customer. We had them pay attention to the dogs wellbeing when they were well exercised, and then simply reminded them that they don’t get that exercise during the week presently, but they could with one of our exercise packages.

So those are the 5 Keys to a Successful Lead Magnet. They are the rules that we’re going to test all of our ideas against to help reduce the chances of us putting out a stinker.

Now It’s Your Turn

Use the comments section below and tell me a lead magnet that was successful for your business?

The Perfect Landing Page Guaranteed to Make Users Opt-in

The first page users will see in your opt-in process is called your landing page.

A landing page is just a special type of web page that we use to focus the user’s attention on our offer. A great landing page has two and only two outcomes – sign-up or go away. And that’s exactly how we want it.

By putting everybody through a specific landing page, some additional benefits show up.

  1. It’s easier to log user sessions.
  2. It gives us higher conversion rates as opposed to sending traffic to a normal website page (less distraction for user’s attention).
  3. It makes it easy to split test for higher conversions.
  4. It makes it easier to calculate the ROI of your advertising campaigns.

The great news about landing pages is, that as professional marketers, we’ve been using them for years. There is A LOT of data out there about split testing, what works and what doesn’t, so even though marketing isn’t 100% science, and what works for one industry doesn’t necessarily work for another, all of this data can be pulled together to give us what we call a “best practice”.

After sending 100’s of thousands of users through hundreds of landing pages, we’ve come up with what we call The Perfect Landing page.

It has 8 unique elements:


The goal of our headline is to grab the user’s attention and get them to continue reading.

80% of people are going to read your headline, only 20% of people are going to read any other text on the page, so if the headline isn’t compelling or if it doesn’t grab their attention – the chances of somebody grabbing your lead magnet are slim.


The purpose of the subhead is to clearly describe the benefit of your offer. The subhead supports or reinforces the headline.

3Bullet Points

3-5 bullet points are used to highlight the benefits of your product/service or call out your Unique Value Proposition (what separates you from your competition).

4Hero Shot/Image

Landing page images can be used to show your product, introduce the team, add human interest to the page or just point to your call to action button.

5Call to Action

These buttons tell the user what to do. Click here to Sign Up. Start My Free Trial. Download my Goodies. Call to action buttons should be large, easy to read and not require the user to scroll.

6Legal & Copyright

Adding copyright and links to your terms and conditions or privacy policy page will not only put web visitors at ease, but will also keep you in the good graces of some advertising sites like Google.

7OPTIONAL: Social Proof

Pictures and testimonials from previous users adds social proof and puts web visitors at ease and lets them feel like they’re making a smart decision. If it’s good enough for Jane, then it’s good enough for me.

8OPTIONAL: Credibility Builders

Awards won, showing the logos of high profile clients, “As seen on” or “Featured in” lists showing where you’ve been highlighted, are all great ways to build trust and credibility with your audience.

There are generally three different options on how to build your perfect landing page:

1.Website Platform Made for Lead Generation

These are relatively new because sales funnels, landing pages, and all the rest are really just not becoming “main stream”. But, there are more and more coming out every day.

Pros: Integrated so there is presumably only one interface.

Cons: To integrate you would be looking at a website redesign or if you don’t have a site, a new design based on one of these themes. In the grand scheme of things, this would be a relatively pricey and longer process so it may not be a good choice for you right now.

2. Just Build it in Your Website

Either you, your developer or your contractor can build the landing page in your website.

Pros: Complete control over the look and feel.

Cons: Developers that can hand code or do custom wordpress aren’t cheap and it is more difficult to make changes on the fly because you have to go through a developer.

3. Landing Page Builder

Pros: Pre-built templates, easily integrate with email autoresponders and can use for landing pages and thank you pages.

Cons: Monthly fee. Personally I don’t like the monthly fee, but I do realize that is the way a lot of businesses are heading. The recurring revenue model makes a lot of sense for businesses, so I just make sure if I’m going to pay the recurring fee, I do it for a tool that I use.

When using one of these 3 options and incorporating the 8 unique elements, your perfect landing page is guaranteed to make users opt-in.

Now It’s Your Turn

Use the comments section below and tell me if you have a landing page, and if so, how did you build it?

Be Cool Marketing 101: Introduce Yourself

Let me ask you a question… Have you ever signed up or bought something online and then un-expectantly, you get HAMMERED with emails?

I bought a light for my wife’s meditation room from Pottery Barn and without knowing it, I was automatically on the force feed diet of promo emails. I was getting daily (sometime multiple times per day) emails about lights, sofas and everything else I would need to deck out a room.

Normally I don’t mind getting emails from larger companies. I consider it to be research. I like to see what they put together – I like to see their offers, their frequency, their design, etc.

But these guys…it was even too much for me, so I unsubscribed!

This is what we’re trying to avoid! So, as soon as somebody opts in to our list, we’re going to be totally transparent and let them know exactly when and how we’re going to communicate with them.

Simple right…. but nobody does it.

This introduction campaign is quite possibly one of the easiest campaigns that we will ever put together because most of the time, it’s only one email – but the purpose is profound.

By being very clear up front we accomplish a few different things …

  1. We set the stage for the relationship.
  2. We in essence get their OK for this type and frequency of communication.
  3. We tell them what to do next.
  4. We start to build value.

Let me give you an example….

Here’s the one I use:

SUBJECT: Welcome to Black Dog Marketing! Here’s where to start…

Hey there … Mike Linville here and I’m the Founder & CEO of Black Dog Marketing. I wanted to take a second to say hello and welcome you to the family.

Seriously, on behalf of myself and the entire Black Dog Marketing team I want you to know that we’re truly excited and grateful that you decided to join us…

Here’s what you can expect from us…

We’ll publish fresh pet marketing content to our blog once per week on Thursday, then once it’s live we’ll send you an email with a short description of the new article, why we think it’s important for you and a link to read the full article.

We’ll also send you emails about new expert Black Dog Marketing courses, software and other cool premium resources from time to time BUT only once we’ve vetted them.

Sound fair?


Here’s what you need to do now to get started…

STEP 1: Make sure you’re getting our emails! 

Whitelist and prioritize all emails from “” and “Mike Linville”.

This is important!

If our emails aren’t getting through, you’ll miss all the important updates about what’s working in pet marketing right now (and you won’t receive the full benefit of being a Black Dog Marketing subscriber).

So please take the following simple actions to make sure nothing slips through the cracks:

1) Follow the whitelisting instructions for your email provider at this page:

Email Whitelisting

2) If you are a Gmail user or you use any other web-based email that filters broadcasts away from your main inbox, be sure to “drag” any emails from Black Dog Marketing or “Mike Linville” into your Priority Inbox. (Again, you don’t want to miss something.)

3) Create a special “Black Dog Marketing” folder where you can archive emails from BDM as well as “Mike Linville” AFTER you have read them. This is important…DO NOT setup filters to automatically direct our emails into these folders, or again, you are likely to miss something. Simply move them manually to the folder after the information in the email has been consumed.

STEP 2: Let’s get social …

Take two-seconds and join Black Dog Marketing on Facebook or Twitter, as these are our primary methods of communication outside of email updates, and again you won’t want to miss a thing:



Talk soon,

Mike Linville, CEO, Black Dog Marketing

P.S. Did you know there are actually 5 different reasons to market your pet business?… and building a big business in only one of them.

I’ll give you all 5 tomorrow, but for now spend a little time thinking about what it could be. If you’re anything like me, you’ll get more benefit from the “thought experiment” than from the answer itself.

Be cool, and introduce yourself when somebody opts in to your list. Let them know what they can expect and when to expect it. Being transparent will reduce the number of unsubscribes to your list drastically.

Now It’s Your Turn

Use the comments section below and tell me how do you introduce yourself to your subscribers?