Hi Reader,

Ever come across a brand that’s got everything going for it—great product, solid reputation—but the website just doesn’t quite land? That’s how I felt about The Farmer’s Dog. They’re doing amazing things with fresh, healthy pet food, but their copy could use a little extra polish to connect better with dog lovers.

And this isn’t just a one-off issue. Lately, we’re seeing a trend where brands invest heavily in product development but don’t match that effort in their messaging. It's a classic case of the message not catching up with the mission. That gap can cost you loyal customers, no matter how good the product is. So, I took a closer look. Here’s how we turned decent copy into something that resonates.👇

If you're going to read anything this week:

I’ve been coming across a lot of website copy lately that’s almost there but could use a little tightening. Today, I’m putting The Farmer’s Dog under the spotlight. They’ve got a fantastic product, but there’s always room to refine the messaging to make it more impactful.

I’m going to break down what works, what could use a little tweaking, and how a few changes can help the copy better connect with dog lovers everywhere.

Headline & Tagline

Original Copy: “Supported by vets. Loved by dog people. Fresh food formulated by board-certified nutritionists.”

What Works:

• Trustworthy Language - They use phrases like "supported by vets" and "board-certified nutritionists," which build credibility and trust with pet owners.
• Emotional Connection - The term "loved by dog people" creates an immediate sense of community and belonging.

What Could Be Improved:

• Lacks Clarity - While it’s appealing, it doesn’t directly communicate the benefits of the product. What makes this food better?
• Misses the Emotional Punch - "Loved by dog people" is nice, but it could be stronger by emphasizing how it makes life better for dogs and their owners.

Suggested Revision: "Vet-approved, nutritionist-formulated. Fresh, healthy food that dogs (and their humans) love."

Why This Works:

• Clarity & Trust - It’s still credible but now clearer about what’s being offered: “fresh, healthy food” directly communicates the product’s benefits.
• Stronger Connection - Adding “dogs (and their humans) love” strengthens the emotional pull and emphasizes the bond between pets and owners.

Value Proposition

Original Copy: “You shouldn’t be the only one eating healthy. Like you, we love our pets and care about their health. That’s why we created The Farmer’s Dog — a service that delivers balanced, freshly made pet food with simple recipes, guided by science, and driven by love.”

What Works:

• Emotional Appeal - The opening line is playful and catches attention by making a direct comparison to human health.
• Clear Explanation - It explains what the service is about and emphasizes freshness and balance, which are key selling points.

What Could Be Improved:

• Feels a Little Long - It’s a bit wordy, which can lose readers’ attention. Tightening up the message could make it more impactful.
• Generic Phrasing - “Guided by science, driven by love” is nice but could be swapped out for something more unique to their brand.

Suggested Revision: “Fresh, balanced meals, delivered. Because your dog deserves food that’s as healthy as yours.”

Why This Works:

• Shorter & Punchier - This version is tighter and easier to digest, keeping the message clear and direct.
• Focus on Benefits - Emphasizes the health benefits, making a direct comparison to human food without feeling overly wordy.

Combining Elements from Features & Benefits

Original Copy Elements:

• “Human-grade meat and veggies in simple recipes, made for dogs.”
• “Safety and quality never before available to pets.”
• “Vet-developed plans guide you to the best diet.”

What Works:

• Trust-Building - Phrases like “human-grade” and “vet-developed” help establish quality and safety.
• Clear Benefits - Highlights aspects like fresh ingredients and tailored plans.

What Could Be Improved:

• Too Fragmented - The benefits are scattered across the page, making it hard for visitors to grasp the full picture.
• Lacks Emotional Appeal - Could use more relatable language to make it feel less technical and more personal.

Suggested Revisions:

• “Fresh, human-grade ingredients in easy, dog-friendly recipes.”
• “Superior safety and quality, setting a new bar for pet food.”
• “Nutrition that goes beyond AAFCO standards for optimal health.”

Why This Works:

• Direct & Impactful - Streamlines the messaging to emphasize the core benefits, making it easy for visitors to understand why this product stands out.
• Engaging & Relatable - Uses straightforward, friendly language to connect with dog owners while still highlighting the technical advantages.

Call to Action (CTA)

Original Copy:“Build Personalized Plan”

What Works:

1. Invites Action - It’s a direct call to action, which encourages engagement.
2. Personalized - The word “personalized” hints at a tailored experience, which is appealing to pet owners.

What Could Be Improved:

1. Lacks Urgency - There’s no real push to act now. It could benefit from a sense of immediacy.
2. Could Be More Descriptive - “Build Personalized Plan” doesn’t communicate the benefit of taking that action.

Suggested Revision: “Create Your Dog’s Plan”

Why This Works:

• Direct & Personalized - “Create” is action-oriented, inviting users to engage, while “Your Dog’s Plan” emphasizes a tailored, personal experience.
  ​Concise & Clear - Brief yet impactful, the phrasing is easy to understand and drives users to act without hesitation.

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Final Thoughts

The Farmer’s Dog has a solid foundation in their copy, but there’s plenty of room to sharpen the language, making it clearer, more direct, and a little more magnetic. Tighten up the phrasing, lean into those specific benefits, and don’t be afraid to weave in a bit of emotion. That’s how you get dog owners to see your product as the no-brainer choice for their pets.

Next time you’re reworking your website copy, remember: it’s about clarity, connection, and just a dash of creativity. Small changes can amplify your message and make the difference between a passing glance and a loyal customer.

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Instant Upgrades:

Links to dope sh*t from around the Internet.

• ​Hubspot Academy: Hubspot has free courses with certification. Great for generalists trying to expand their skillsets.
• ​Link in Bio by Rachel Karten: Go to source for trends and insights in social media.
• ​Teleprompter: Until you're good at going off-script and editing, writing a script and reading may be best.
• ​BrandStruck: Learn from other brands' success using these case studies. Pricey for the best stuff. Get a day or week pass.
• ​Atomic Design by Brad Frost: A free book on UX design.

I'll see you next week!

All my best,

Justin Bridges

2x Founder, Startup Marketer, Plant Dad🌱
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P.S. Feeling stuck with your website strategy? Let’s talk. I’m opening up a few intro calls to learn more about the challenges you’re facing and see how I can support your growth. No pressure, just a quick chat to see what’s possible. If that sounds good, grab a spot, and let’s connect.