Crafting the Perfect About Page: Building Trust with Potential Puppy Buyers

When someone lands on your breeder website, guess what page they almost always click next?

👉 Your About Page.

Why? Because puppy buyers aren’t just shopping for a dog—they’re looking for a trusted human behind the program. They're asking:

• “Can I trust this breeder?”

• “Do their values align with mine?”

• “Do they really care about their dogs?”

In this post, we’ll walk you through essential dog breeder About page tips that build trust, showcase your heart, and turn browsers into buyers. And at the end, be sure to grab The Full List Formula—your complete guide to perfecting every part of your breeder website.

🐾 Why Your About Page Matters More Than You Think

Your About Page is your first impression at scale. It’s where you turn a stranger into someone who feels like they know you, like you, and trust you.

More trust = more waitlist applications.

✅ What to Include on Your About Page

1. A Warm, Relatable Story

Start with you, not your kennel. Why did you start breeding? What do you love most about your dogs? Share your origin story, your passion, and your purpose.

📝 Tip: Use a friendly tone—write like you’re speaking to a puppy-loving friend.

2. Photos (Or Even Better—Video!)

A great About Page includes at least:

• A photo of you with your dogs

• A behind-the-scenes look at your home, setup, or play yard

• A short vertical video introducing yourself (use Canva to create a casual yet professional Reel!)

Video helps future buyers see your energy, your love for your animals, and your trustworthiness—within seconds.

3. Your Values & Breeding Philosophy

Explain what matters most in your program. Examples:

• Health and genetic testing

• Temperament and trainability

• Early socialization and enrichment

• Lifetime support for your puppy families

This is where visitors see if your priorities match theirs.

4. Trust Markers

Don’t just say you care—show it:

• Health certifications (OFA, Embark, etc.)

• Memberships or affiliations

• Testimonials or success stories from past buyers

• Awards or recognition (if applicable)

5. A Personal Call-to-Action

End your About Page with a clear next step that keeps the visitor engaged. Something like:

“If our program sounds like a good fit for your family, I’d love to hear from you! Visit our [Puppy Application] page or [Join the Waitlist] to get started.”

And don’t forget to link to The Full List Formula!

❌ What to Avoid on Your About Page

• Long, generic bios that feel like resumes

• Only talking about dogs—buyers want to know you

• Outdated info or photos (keep it fresh!)

• Super formal language—this isn’t a corporate site

🎥 Bonus: Add a Vertical Video Introduction

Want a quick trust boost? Create a 60-second vertical video introducing yourself, your breed, and what you love most about raising puppies.

Use Canva to:

• Trim clips

• Add captions

• Format for your site and social (Reels/TikToks!)

It makes your About Page and your social media more powerful.

🐶 Ready to Perfect Every Page of Your Website?

Your About Page is just the start. If you want a full checklist to improve every section of your site, grab your free copy of:

🎯 The Full List Formula

👉 Your go-to layout guide for high-converting dog breeder websites.

📥 Download Now (insert your lead magnet or form link here)

Final Thoughts

Buyers don’t just fall in love with puppies—they fall in love with you. A strong About Page doesn’t just inform, it inspires trust, sparks connection, and moves people closer to saying “yes” to your program.

Get real. Get personal. And get ready to grow your waitlist—year-round.