Breed guides: why every breeder needs one on their own site

Welcome back to Found. Issue fifteen.

A family starts thinking about a puppy in January. They don't start by Googling breeders. They start by Googling the breed.

"Are Pomeranians good with kids?" "How much grooming does a Goldendoodle need?" "Pomeranian temperament." "Is a Dachshund an apartment dog?" "Pomeranian vs Japanese Spitz."

By the time they search for a breeder in March, they've read 20 breed pages. Some of them from the AKC. Some from pet blogs. Some from breed-club sites. A few from breeders.

The breeders who show up in that research get the buyer in March. The breeders who don't, don't.

Your breed guide is your top of funnel

Most breeders skip this step. They think their site exists to sell puppies to buyers who are already ready. They write pages about their kennel, their dogs, their puppies. Nothing about the breed itself.

The better move is to have one page on your site that is the definitive guide to your breed. A buyer who reads it on your site is reading YOUR perspective on the breed. They read your About page next. They're pre-sold by the time they find your waitlist.

This is how buyers get attached to a breeder they haven't even contacted yet.

What a breed guide should include

A real breed guide is 2000-3000 words. That sounds long until you realize it covers things you already know by heart.

Eight sections:

1. Quick facts. Height, weight, coat, colors, lifespan, energy level, shedding level. Scannable, top of the page.

1. Temperament. What's the breed actually like to live with? Good with kids? Cats? Strangers? Dog parks? Separation anxiety? Vocal? The honest version.

1. History and origin. Brief. 2-3 paragraphs. Where did the breed come from and what was it bred to do.

1. Grooming and coat care. Daily brushing? Weekly? Professional grooming? Coat blowing season?

1. Health considerations. Common issues in the breed (patellar luxation, heart issues, whatever it is). The tests reputable breeders do. Things to watch for.

1. Training and socialization. How trainable is the breed? Stubborn? Food-motivated? Special considerations?

1. Is this breed right for you? This is the section where you honestly talk about who this breed is for and who it isn't. Counter-intuitive: telling people when the breed is wrong for them builds MORE trust. You come off as a breeder who cares more about good matches than moving pups.

1. Where to find a reputable [breed] breeder. Ends with a soft CTA to your waitlist or a broader guide on breeder red flags.

Why this ranks

Buyers type these exact questions. Your 2500-word guide answers them more completely than most competing pages (AKC pages are thin, pet blogs are generic, breed club sites are often outdated).

Google rewards long, well-structured content that thoroughly answers a search. Your breed guide becomes the page Google shows for dozens of breed-specific questions. Every one of those questions is a potential buyer.

The AI bonus

ChatGPT, Perplexity, Gemini, and Claude all cite comprehensive breed guides. If yours is well-structured (clear headers, schema, clean code), your kennel gets named as a source when AI assistants answer breed questions.

"Tell me about Pomeranians" is a very common prompt. Being the source cited for the answer is a free steady stream of buyers who trust you before they've even clicked to your site.

How to write it without losing a weekend

You don't have to write this from scratch in one sitting. Split it across four weeks:

• Week 1: Sections 1 and 2 (facts + temperament)
• Week 2: Sections 3 and 4 (history + grooming)
• Week 3: Sections 5 and 6 (health + training)
• Week 4: Sections 7 and 8 (right-for-you + CTA)

Each week, 20 minutes of writing. At the end of four weeks you have a 2500-word guide. It works while you sleep for years.

What the platform does for you

The platform I'm building ships with a complete breed guide already drafted for your breed. You edit for voice, add your specific perspective, and publish. Saves you the month of writing and starts ranking on day one.

What to do this week

Pick one:

1. Google "[your breed] temperament" in an incognito window. Look at who ranks on page one. If it's not you, that's the gap your breed guide fills.

1. Open a doc and write just Section 1 (quick facts) for your breed. That's 20 minutes and the first step.

1. Grab a free visibility audit. Breed content coverage is scored.

Talk next week, Lesli Rose Founder, Puppy Sales Success

PS. If a friend sent you this, get your own at puppysalessuccess.com/breeder-marketing.