Convert Your Website
into a Moneymaker
As competition from online retailers heats up, pet specialty
retailers need to avoid making common missteps on their websites.
BY WILLIAM J. LYNOTT
Deciding that your pet business would benefit by having its own website was easy. However, for many independent pet specialty retailers, avoiding common pitfalls that might make a website a money drainer instead of a moneymaker can be challenging.
At first, commercial websites were designed by early computer experts. These hardy pioneers were
quite comfortable in the arcane world of computers, but they woefully lacked communications and marketing skills. The result was a flood of “clever” websites that accomplished little except to make their
sponsors look silly.
Those days are over. During the past few years, web design has evolved into a sophisticated combination
of art and science. Today’s best sites are powerful marketing and communications tools. Pet specialty retailers
can make sure that their website—whether it’s in the planning stage or is already a reality—isn’t marred by