This pet blog fell into the 'creative' title trap

26 Nov, 2025

My Pet Matters: What They Do and Who They're Trying to Reach

My Pet Matters is more than just a pet supply store; they are a purpose-driven brand built on a philosophy of "no fillers, no shortcuts."

They serve conscientious pet owners—people who treat their dogs and cats as family members and are skeptical of low-grade industrial pet products.

Their mission is clear: to sell only products they would confidently use on their own pets, while supporting animal shelters through every sale.

They aren't just selling kibble; they are selling trust and peace of mind.

First Impressions: Does the Site Communicate Clearly?

When you land on the homepage, the vibe is clean, minimal, and professional. The "Cat" and "Dog" navigation is instantly helpful.

However, the site suffers from a common issue: it relies too heavily on text to do the heavy lifting.

• The Headline: "Welcome to My Pet Matters" is polite, but it’s generic. It doesn’t tell a new visitor why they should stay.
• The "Wall of Text": The paragraph below the headline actually contains their strongest selling point ("Would we use this for our own pets? If not, it’s not here"). The problem is that in the age of scrolling, most users won't stop to read a paragraph to find out what makes a brand special.
• Visual Hierarchy: The text dominates the space above the fold. A site with such a strong emotional mission needs to show that connection immediately—perhaps with imagery of happy pets or the high-quality products themselves—rather than just explaining it in a block of text.

Their Content Strategy: What Are They Publishing?

My Pet Matters has been around since 2016, which means they are sitting on a massive archive of content. They are active (posting as recently as yesterday), which is great.

However, looking at their blog reveals two significant opportunities for improvement.

1. The "Warm" vs. "Cold" Mix Currently, the blog features a lot of "personal" style posts. These are excellent for warm customers—people who already know and love the brand.

But for cold traffic—newcomers searching for help—these posts don't offer much of an entry point. To grow, the balance needs to shift slightly toward actionable tips and advice.

2. The "Invisible Library" Problem The biggest issue isn't that they lack content; it's that their content is often hard to identify. Many of their article titles are "clever" or conversational rather than descriptive.

Example: One article is titled:

"Coconut oil: Why you should be putting this on your dogs at the moment - and it’s not to make them smell a bit nicer either"

The Issue: This title is confusing for the reader. If a user has a dog with a flea infestation, they are searching for "natural flea remedies."

They will scroll right past this article because the title doesn't tell them it contains the solution they need.

They likely have hundreds of helpful articles that are effectively invisible to the people who need them most because the titles don't clearly state the problem being solved.

Questions Their Audience Is Actually Asking

We looked at search data for "Dog Grooming" to see what their audience is looking for.

This list shouldn't just be used to write new posts—it should be used as a checklist to audit their existing archive.

Cluster A: The Basics (Definitions & Frequency)

• What is grooming in a dog?
• What is the difference between a dog bath and grooming?
• How often should you wash a dog?

Cluster B: Actionable Safety (The "How-To")

• What are the danger zones when grooming a dog?
• What is a grooming checklist?
• What is the best shampoo for dogs?

Cluster C: Technical Terms & Professional Lingo

• What is level 1 vs. level 4 dog grooming?
• What is a "3 blade" in dog grooming?

Cluster D: Dog Psychology

• Can grooming calm anxiety?
• What is the 7-second rule for dogs?

The Strategy: My Pet Matters should check these questions against their archive.

• Do they have a post answering this? If yes, is the title confusing? Rename it. (e.g., Change "Why we love blade 3" to "What is a 3 Blade in Dog Grooming?").
• Is the content missing entirely? Write it. (We identified that "Danger Zones in Grooming" is a genuine gap on the site).

Content Strategy Score: 3/5

The Verdict: My Pet Matters is doing the hard part right—they have a consistent publishing schedule and a genuine mission.

However, they are treating their blog like a newsletter for fans rather than a resource for strangers. Their valuable advice is often hidden behind confusing titles, limiting their reach.

Next Steps for Improvement:

1. The "Clear Over Clever" Audit: Go through the top 50 performing posts from the archives. If the title is vague, rename it to be a direct answer to a customer question.
2. Add Categories: As noted in our analysis, the blog layout is a bit scattered. Adding simple categories (e.g., "Grooming," "Nutrition," "Training") will help users find what they need without digging.
3. Fill the Safety Gap: Write a dedicated, problem-focused article on "Dog Grooming Danger Zones." This is a high-value topic that is currently missing from their site.

#site audit