Professional Documents
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“A Fresh Approach to the Neighborhood Pet Store” is the headline that represents and draws the user
to Critter Cabana. The content of Critter Cabana’s website is important to creating a dialog with the
potential customer and each part is useful in its own way. Below is an analysis of content already
used on Critter Cabana’s website.
Comparison
https://www.naturespetmarket.com/McMinnville/ https://www.pacificpetsor.com/
“Happy Healthy Pets” “Healthy Pet Food & Supply”
Content type focused on Solutions Content type focused on Offerings
Top five keywords/phrases Top five keywords/phrases
• pet stores near me • pet store
• pet shop near me • dog food
• pet supplies near me • best dog food
• pet supply stores • cat food
• pet shop online • pet supplies
Page 3
Andrea Ausmus
Memorandum: Content Type Analysis
Goal Analysis
The owners of Critter Cabana write in “Our Story” that they are providing their customers with
“extraordinary pet experiences”. Through their connections to the local community they are “opening
doors to [a] new world of human-animal relationships.”
These goals are being reached by one of the above analyses, headline. The other analyses show that
Critter Cabana for their online presence is in the process of creating a solution towards those goals.
At this moment Critter Cabana is providing similar experiences as other local pet companies.
Nature’s Pet’s goal is to “better the lives of pets and their owners through proper education,
exceptional customer service, all natural products, and green business practices.” The provide a
better method to communicate solutions to their customers. They have implemented tools to help the
“skimmer reader”. To do this they have provided a catchy headline, bold and meaningful subheads,
and a well-organized main copy (Wilson, pp. 104-111).
Pacific Pets uses a different method to reach their customers. Their focus is on what they have to
offer. They focus “on healthy pet food options at an affordable price”. Pacific Pets also utilizes
subheads to keep the skimmer entertained and focused throughout the website experience.
Critter Cabana’s goal is to provide extraordinary service. Using some of the content techniques from
Pacific Pets and Nature’s Pet, Critter Cabana could offer the same service they provide in-store to
their online presence. Consolidating some of the content into a singular type may help provide
opportunity to use subheads to assist with the “skimmer readers”. Both competitors implement this
very well.
Critter Cabana’s keywords are also seemingly different from their goal. The goal is to provide a pet
experience, but the keywords are all about puppies and dog grooming. Some additional key words
maybe able to communicate the “pet” aspect of Critter Cabana’s offerings. Pacific Pets has this
section well communicated as their goal is to provide food to pets and all of the keywords match this
goal.
Critter Cabana’s goals and purpose are noble and should be better developed on your website. Thank
you for your time and interest. If you have any questions, please feel free to contact me at
amausmus@asu.edu or by phone 971-506-3706.
References
Wilson, P., & Clark, B. (2016). Master content marketing a simple strategy to cure the blank page
blues and attract a profitable audience. Nashville, TN: Big Brand Books.