Website Copy, SEO, Blogging & FB Live With Jen Phillips April / Ep. 46

On this episode of "Bella in your Business" Bella speaks with Jen Phillips April, an SEO copywriter and social media trainer. They discuss different ways of impacting the traffic you get from search engines. Jen Phillips April Specifically they discuss: Website copy (the words on your website) and how you need to rewrite so people can find your page more easily when searching The wide range of searches user are doing these days How consistent blogging can affect your SEO The importance of Facebook Live to attract customers. Jen Phillips April's online marketing journey started way back in 2005 with a dog treat recipe site. Using content and the best practices of SEO, she grew that site to 87, 500 visitors/month. These days, she works with clients like pet sitters and dog trainers. She writes their website copy so it gets found by Google (and their target market) and she also offers training on social media and SEO. When she is not working with her clients, she is usually reading a novel, practicing her Down Dog or cooking up a delicious meal. Check out Jen's free 5 day email course on "How To Gain MASSIVE Visibility with Facebook Live in Only 5 Minutes a Day -- Even if You've Never "Done" Video Before." You can find out more at www.jenphillipsapril.com. Subscribe To The Show: Transcript: This is episode 46 of Bella in Your Business. Welcome to Bella in Your Business, where Bella will discuss anything and everything about your pet sitting business to help you land on target. So get ready—Bella’s got your chute. Let’s jump. Welcome to Bella in Your Business. My name is Bella Vasta from Jump Consulting, and today I have a special guest for you. Jen Phillips-April and I met way back, probably in 2012, when she presented at a pet sitting conference. Since then, she’s always been someone I’ve been connected to and admired for what she does. She’s someone I want you all to listen to because she can help every single one of you out there—whether it’s to inspire you during our short time together or even help you work on your website. Jen is an online marketing guru, very involved in the pet industry. Back in 2005, she started a dog treat recipe site and, using content and SEO best practices, grew that site to 87,000 visitors a month. These days, she works with clients like pet sitters and dog trainers, writing their website copy. Copy refers to the words on your website—the text that gets found by Google. She also offers training on social media and SEO and is all-around a business magician. Thank you so much, Bella. That’s a lot of fun. I might have to take that on—business magician. It’s always amazing when you get to be introduced because you hear everything you do and think, “I kind of do all that, huh?” You are very familiar with our industry. This isn’t like, “What does a pet sitter do?” You get us, which is why this is going to be so valuable. Let’s break it down and figure out how and why your website copy can help you get found on Google. Sometimes pet sitters start their businesses and don’t necessarily know the ins and outs of web marketing. Nor is that required—you start a pet business because you love pets, not because you want to become a web expert. But websites are built on code, and how that code is structured helps your site get found by Google and visitors. Part of that is the copy or content you include. For example, if you’re a pet sitter in Seattle, you want to include terms like “pet sitter in Seattle,” “dog walking in Seattle,” or neighborhood and zip code references. But you need to weave these in naturally—it’s not keyword stuffing. It has to sound natural. That’s how your visitors search for you, often by location or questions like “How much does a pet sitter cost in Scottsdale, Arizona?” What’s the most visited page on our websites, and how can we use it to attract clients? The about page. People want to know about you. Unless they’ve been referred directly, they’re comparing multiple sites. They want to see who you are. It makes sense—if you’re handing your house keys to someone, you want to know who they are. I always recommend including pictures of yourself and your team, with short bios. It’s a very intimate business—you’re caring for people’s homes and fur babies. So, what should we include in our bios? People want to know how you can help them and solve their problems. It’s fine to include relevant training or certifications, but focus on how your experience benefits the client. A great way to do that is to create a client avatar—a profile of your ideal client. Who are they? How old are they? What keeps them up at night? What car do they drive? What are their fears and priorities? Understanding this helps you shape your language and tone. Not everyone with a pet is your ideal client—narrowing that down helps your messaging. And the language matters. Some websites say “animal care provider,” which sounds cold. Use terms like “pet parent,” “fur baby,” and “pet sitter.” It’s warmer and more relatable. Now, what is SEO, and why do we need it? SEO stands for search engine optimization—it’s how your site gets found by search engines. It includes how your site is built, how fast it loads, whether it’s mobile-friendly, and what your content says. The copy is key. Use your keywords naturally throughout your site. Many people focus only on optimizing their homepages, but visitors often land on deeper pages like blogs. That’s why blogging is powerful—it opens more doors to your site. Having a website is one thing; bringing people to it is another. SEO helps, but social media also acts as an entry point. Meet people where they are—Facebook, Instagram, blogs. Share content that answers their questions. Google’s Keyword Planner can help you find what people are searching for. You can input phrases like “dog walker,” “pet sitter,” or “pet boarding,” and it shows you related search terms and how often they’re used. When you’re writing, focus on your personality. Don’t sound like everyone else. Too many sites could swap logos and be interchangeable. You want yours to reflect you. The copy can be fun, professional, or casual—whatever suits your brand. Avoid generic industry phrases like “no travel trauma” or “we love them like our own.” Everyone says that. Instead, build a brand identity—something that feels distinct. For example, if your business name is “Loving Kisses Pet Sitting,” incorporate that theme visually and verbally across your site. Fonts play a role too. The right font evokes a feeling—fun, elegant, serious, modern. Keep it legible and consistent with your logo. Consistency builds brand recognition and strengthens your message. Once your website is set up, you don’t have to update it constantly. But you should use it to stay connected with clients and encourage repeat business. One of the best ways to do this is email marketing. It’s overlooked but still one of the most effective tools. Collect client emails, send updates or reminders before busy seasons, and share helpful info. Email marketing is great because it’s yours. If Facebook disappeared tomorrow, you’d still have your list. Schedule newsletters ahead of time—you can plan months in advance and reuse seasonal content year after year. Speaking of seasonal content, your blog and social media posts can also be reused. Holidays, events, and seasonal tips are evergreen. Keep them organized so you can refresh and republish them annually. Now, let’s talk about Facebook Live. Pet sitters who overcome their fear of video see incredible engagement. Jen shared that when she did 30 days of Facebook Lives, she tracked every session—time, length, views—and reached over 2,000 views in one month. Clients even mentioned her videos in person. It wasn’t about perfection—it was about consistency. You don’t need to look perfect or have a script. People connect with authenticity. In a business built on trust and care, video helps potential clients feel they know you. Imperfection makes you relatable and real. Even short, casual videos—dog walks, team intros, or quick tips—build familiarity. You can embed them in blogs too, keeping visitors on your site longer and boosting SEO. You can find Jen at jenphillipsapril.com. She offers a free five-day Facebook Live Visibility Challenge and works with business owners through website audits, social media strategy, and copywriting. This has been another episode of Bella in Your Business. Check us out on iTunes or Stitcher, hit subscribe, and remember—keep jumping. For more information, articles, and coaching sessions, visit jumpconsulting.net. Bella’s got your chute.