More than 88% of consumers say that not trusting a brand is a deal-breaker when it comes to buying a product or hiring a service. That’s a huge number! And it tells you something important. If a pet owner doesn’t feel they can trust you, they’ll move on quickly, no matter how great your experience is.
It also means the words you use before you ever meet a client matter more than most people realize. In this kind of work, you’re entering someone’s home, caring for their dog, and handling their keys. That level of access requires trust from the very start, and how you communicate plays a big part in earning it.
Let’s take a closer look at the exact words that help pet owners feel confident about booking you, the ones that quietly weaken that trust, and how to make sure your messaging does what it’s supposed to, and that’s build confidence from the very first line.
What Pet Owners Look for in Your Words
Before a client ever clicks “book,” they’re already forming an opinion. They’re paying attention to how you sound, what you say, and how clear you are about the things that matter most.
Pet owners want to feel that you’re dependable, careful, and ready for anything that comes up, and that’s something they decide that long before you ever meet.
When someone visits your website or social media, they’re quietly looking for answers to a few key questions:
- Are you insured and bonded?
- Have you completed a background check?
- Do you explain how you handle keys?
- What’s your emergency plan if something goes wrong?
- How do you manage cancellations or schedule changes?
If those details aren’t written clearly, clients will assume they don’t exist, even if you’ve already covered them behind the scenes.
You can see this shift across the pet industry. Platforms like Rover and Wag emphasize background checks, insurance, and safety policies because they know that’s what pet owners care about. When you operate independently, you need to communicate that same level of professionalism in your own way.
The Words That Build Trust
When it comes to trust, the small details matter most. Dog walkers and sitters don’t always realize that the words they use are often the first “proof” of their reliability. Pet owners are scanning for certain phrases that make them feel “safe,” and when they don’t see them, they move on to someone else.
Let’s go through the words and phrases that send the right message, along with why they matter and how to use them naturally.
Insured and Bonded
This is one of the strongest trust signals you can put in writing. Most clients don’t even know what bonding means, but they recognize the phrase as “official.”
It tells them that you’re protected, they’re protected, and that your business is legitimate.
Use this phrase confidently and make sure it’s easy to find. Don’t tuck it away at the bottom of your site where no one will notice it. Place it near the top of your homepage or within your service descriptions so it catches the eye early on.
For example:
“We’re fully insured and bonded for pet and property, and we’ll be glad to show proof at your meet and greet.”
It’s simple, straightforward, and instantly makes you sound like someone who takes their business seriously.
Background Checked
Since you’re entering someone’s home, this one matters almost as much as being insured. Clients want to know you’ve been vetted. Not because they expect you to do something wrong, but because it gives them peace of mind.
You don’t have to share details or paperwork online, but mentioning it helps more than you think. This can be something like:
“Every team member has passed a recent background check, and documentation is available upon request.”
It’s one small sentence that instantly adds credibility to your entire website.
Key-Handling Protocol
This is one of those things pet pros rarely mention but should. Pet owners think about it constantly: Who has my key? Where is it stored? How do I know my home is safe?
You can put those worries to rest by explaining your process in simple language.
“Keys are coded and stored off-site. We never label keys with names or addresses, and they’re returned immediately if you decide to pause service.”
Adding this line helps ease a client’s worries and sets you apart from competitors who never mention key security at all.
Veterinary Release and Emergency Plan
Emergencies happen, and your clients know that. What matters is how prepared you are when they do.
Write this in a calm, confident tone.
“We keep a signed veterinary release on file for every client. If we can’t reach you in an emergency, we’ll take your pet to your preferred vet using the release you provided.”
That single statement shows that you have a plan, you follow procedures, and you care about their pet’s wellbeing while keeping things simple and clear.
Transparent Policies
No one likes hidden fees or vague booking rules. And don’t worry! A clear policy doesn’t make your business feel strict. It actually shows that you’re organized and dependable.
Here’s a friendly way you can show transparency:
“First visits require a 25% deposit. Cancellations made at least 48 hours in advance are fully refundable. Holiday bookings have different terms, and those are outlined in your confirmation email.”
When people see language like this, they know you’re organized, which builds more trust than any “we love pets” statement ever could.
Review Responses
Even your responses to reviews are part of your brand’s voice. Replying to all reviews, especially the occasional negative one, shows accountability. It proves that you pay attention and care about client feedback.
For instance:
“Thank you for sharing that, Jenna! We’ve adjusted our arrival window based on your suggestion.”
It’s short, kind, and professional. It shows ownership and responsiveness, both of which are major trust builders.
Visit Updates
After every walk or visit, how you communicate matters. A detailed update helps clients feel comfortable and reinforces that both their pet and their home are in good hands.
“Walk complete: 22 minutes, route logged, three photos added. Fresh water given, and the door was locked at 12:41 PM.”
This level of detail builds confidence. It shows that you care, that you pay attention, and that every part of the visit is handled with care. It’s one of the simplest ways to turn a first-time client into a long-term one.
The Words That Erode Trust
Now let’s talk about the other side of this. These are the phrases that make people hesitate. You may not even realize you’re using them, but they can make your business sound careless or uncertain.
Vague Safety Claims
“We treat pets like family” sounds nice, but it doesn’t actually say anything. Clients have seen that line on hundreds of websites. Instead, give them a specific reason to believe you care.
Try:
“We’re certified in pet first aid and CPR, and we treat every pet according to their owner’s preferences.”
It still feels warm, but now it’s backed by facts.
Unclear Availability
Saying “We’ll try to stop by between 12 and 3” doesn’t inspire confidence. Be precise whenever possible.
“Your walker will arrive between 12 and 1 PM, and you’ll receive a GPS update when the walk begins.”
That one change turns uncertainty into professionalism.
Deflecting Blame
When things go wrong, avoid phrases that sound defensive or vague. For example, “Mistakes were made” or “we apologize for any inconvenience” can make you sound detached.
Instead, own it and offer a solution:
“We missed your window today, and we’re so sorry. We’ve updated our scheduling alerts to prevent it from happening again.”
People are forgiving when they see genuine accountability.
Hidden Pricing or Surprises
Using “starting at” without explaining your actual rates can make people wary. Pet owners prefer transparency over teaser pricing.
Write something like:
“Solo walks start at $22 for 30 minutes. We’ll confirm final pricing once we know your exact schedule and location.”
It’s clear, honest, and easy to trust.
Silence in Reviews
Ignoring reviews (even positive ones) gives the impression you’re not engaged. Replying with gratitude or updates takes only a few seconds but leaves a lasting impression.
“Thank you, Mark! We loved spending time with Bailey, and we can’t wait for our next visit.”
Those personal touches are what make clients feel valued.
Quick Trust-Building Checklist
Before you finish reading, take a minute to see if your current website and client communication cover the basics. Sometimes the smallest details make the biggest difference in how clients see your business.
Ask yourself:
- Do I clearly say that I’m insured and bonded?
- Do I mention being background-checked anywhere that’s easy to find?
- Have I explained my key-handling policy in plain language?
- Do clients know there’s a veterinary release and emergency plan on file?
- Is my cancellation policy easy to understand?
- Do I reply to every review — even the short ones?
- Are my emails and updates detailed and reassuring, showing clients exactly what happened during each visit?
If you said “no” to any of those, don’t worry — they’re quick fixes that can immediately make your brand feel stronger and safer. And the best part is you don’t need fancy words or complicated writing. You just need to show that you’ve thought about what matters most to your clients.
When your copy feels transparent and confident, people sense it. They stop wondering whether you’ll show up on time or handle their home carefully, because your words already prove that you will.
Final Thoughts
At the end of the day, your words are your handshake. They tell clients who you are before they ever meet you. The right language builds trust, eases worries, and turns a first-time inquiry into a long-term relationship.
If you’d like help tightening up your website copy or making sure your words reflect that same level of professionalism, Pawblicity can help. We specialize in helping dog walkers, sitters, and other pet pros sound as reliable as they truly are.
Call us today, and let’s get your marketing working as hard as you do!