MEMORANDUM

To: Critter Cabana Stakeholders

From: Andrea Ausmus, Technical Communications
Date: November 10, 2019
Subject: Content Type Analysis

“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.

Content Type Analysis

Content Type Description
Headline “A Fresh Approach to the Neighborhood Pet Store”
Critter Cabana uses a headline on the home page to attract the customers at first use.
The headline also uses the keywords, “Pet Store”, this can help with Search Engine
Optimization (SEO). The headline is presented in a graphic, rather than text, without a
description or adding the headline within the HTML code it will not be used by search
engines.
Affiliations During the Inventory Phase a large amount of the content was hyperlinks and URL links.
A good portion of these connect to affiliates of Critter Cabana (including veterinarians
and supplier websites). (See Table 1)
Locations On the home page and the footer bar throughout the website the location of the two
brick and mortar stores is available for the customer.
Solutions Within each department there are solutions for pet care. This is the content whose Call
to Action is to provide a solution to a customer using services provided by Critter
Cabana.
FAQs This is the primary solution for each department to provide information and offerings to
the user. Critter Cabana uses questions and answers to communicate all the company’s
available options to the customer. Most of the Main Copy is written in FAQ format.
Offering Within each department there are offerings for pet care. Critter Cabana uses a Main
Copy to create interest in what is offered at Critter Cabana’s brick and mortar store. The
offerings available on the website are nested within the FAQs.
Bio There are four bios of the owners, as well as the “Our Story” tab that explains the bio of
the stores.
Events The grooming scheduling uses a separate management system. Other events available
from Critter Cabana are long term repetitive events within the store as well as offered
birthday parties and/or school presentations.
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Andrea Ausmus
Memorandum: Content Type Analysis

Headline Analysis Table 1: Count of Content Types

from Inventory
Critter Cabana is using a Pitch-Style Opening Sentence.
Types Count
CSS 1
[Astonishing Claim] + [Desirable Result]
embedded 1
form-all 6
[A Fresh Approach] + [to the Neighborhood Pet Store] GIF 1
links 282
The Pitch-Style Opener is a opening sentence that makes a claim like the HTML 59
‘fresh approach” and leads the customer to trying to find the evidence that icon 132
backs up the claim (Wilson, p. 86). Javascript 43
JPG 18
Key Phrase Analysis PDF 3
PNG 5
The key words and phrases are important because more people are using
text 25
keywords to pinpoint information from search engines (Wilson, p. 72).
text/css 2
Critter Cabana has a few already in use (as found on wordstream.com):
widget 110
• “Critter Cabana” (blank) 47
• “puppies for sale”
• “dog grooming near me”
• “dog grooming”
• “puppies near me”
• “pet lizards”
• “pet grooming”

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
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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.