The short answer
- Show every licence, insurance policy, qualification and check you really hold, in words on your website, with a link to the official register where there is one.
- In England, businesses that board cats or dogs, home board dogs or run dog day care need a council licence with a star rating, and must show the licence holder's name and licence number on their website.
- Defra's guidance says walkers and sitters who look after pets in the owner's own home don't need those licences. Rules differ elsewhere, so check with your council or state.
- Ask every customer for a genuine review. Paid-for, fake or cherry-picked reviews break Google's rules, and fake reviews are against the law in the UK and the US.
What do owners check before trusting you with their pet?
They look for proof that you're legal, insured, experienced and careful. They're handing over a family member, and often a house key, so they check, and an assistant asked for a “trustworthy dog sitter” looks for the same evidence in text.
- A licence, if your kind of business needs one where you work
- Insurance that covers pets in your care
- Grooming, training or pet first-aid qualifications, and memberships
- Background checks for anyone who visits clients' homes
- Recent reviews on Google, Rover, Yelp or Trustpilot
- Clear prices, vaccination rules and a cancellation policy
- Real photos of your salon, kennels, van, play areas or walks
Which pet businesses need a licence in England?
In England, businesses that board other people's cats or dogs need a licence from their local council. The Animal Welfare (Licensing of Activities Involving Animals) (England) Regulations 2018 (opens in a new tab) list four kinds of boarding (opens in a new tab) done as a business: boarding for cats, boarding dogs in kennels, home boarding for dogs and day care for dogs.
| What you do | Licence in England? | Source |
|---|---|---|
| Dog boarding in kennels | Yes, if you do it as a commercial business | Dog kennel boarding guidance (opens in a new tab) |
| Cat boarding, such as a cattery | Yes, if you do it as a commercial business | Cat boarding guidance (opens in a new tab) |
| Home boarding: dogs stay in your home | Yes, unless your trading income is below HMRC's trading income allowance | Home boarding guidance (opens in a new tab) |
| Dog day care at fixed premises (no overnight stays) | Yes, if you do it as a commercial business | Dog day care guidance (opens in a new tab) |
| Walking dogs, or sitting pets in the owner's own home | The guidance says these don't need a day care, home boarding or cat boarding licence | Day care, home boarding and cat boarding guidance |
| Grooming, and everyday dog training | Not among the activities the regulations list | The 2018 Regulations (opens in a new tab) |
Other local rules can still apply to any pet business, and the regulations also cover selling animals as pets, breeding dogs and keeping or training animals for exhibition. If you're unsure, ask your council's licensing team before you advertise.
What does the star rating mean, and how should you show your licence?
Councils give each licensed boarding or day care business a rating from 1 to 5 stars and a licence lasting 1 to 3 years, based on its welfare standards and how risky it is judged to be. Defra's licensing guidance (opens in a new tab) says businesses meeting higher standards at low risk get 5 stars and a 3-year licence.
Showing your licence online isn't optional. The regulations' general conditions (opens in a new tab) say the licence holder's name, followed by the licence number, must be clearly and prominently displayed on any website used for the licensed activity, and a copy of the licence must be on display at your premises.
Sample wording for your footer and boarding page. Fill in your real details and update them at every renewal.
Licensed by [council name] for [home boarding for dogs].
Licence holder: [name]. Licence number: [number].
Star rating: [rating] stars. Licence valid until [date].
Check us on [council name]'s list of licensed animal businesses: [link]Defra's guidance says councils should keep a list of licensed businesses and their ratings (opens in a new tab) on their websites, so link to yours. Show your current rating exactly as it is on the licence, and remember it's a council rating, not a review score: don't present it as customer stars.
What if you're outside England?
Check your own local rules, because they differ. The 2018 regulations cover England only. Wales, Scotland and Northern Ireland have their own rules, and elsewhere, including the US, what's required can vary by country, state, county and city.
Ask your council, state or city licensing office what applies to you, and publish exactly what you hold. Don't copy another country's licence wording onto your site.
How should you show insurance, qualifications and checks?
In plain words, with specifics and dates. A logo or a vague phrase can't be read by assistants or checked by owners; a sentence saying what you hold, from whom and since when can.
| Trust detail | Vague | Specific |
|---|---|---|
| Insurance | “Fully insured” | “Insured for public liability and for pets in our care, with [insurer], renewed every [month]” |
| Qualifications | “Qualified groomer” | “[Name] holds [qualification] from [awarding body], completed in [year]” |
| Pet first aid | “First-aid trained” | “Pet first-aid course with [provider], last refreshed in [month, year]” |
| Background checks | “Fully vetted” | “Basic DBS check, issued [month, year]” |
| Memberships | A trade body logo | The body's name as text, linked to its member directory if it has one |
| Keys and home access | “Your keys are safe with us” | How you store keys, whether they're labelled with addresses, and when you return them |
For home visits in England and Wales, anyone aged 16 or over can apply for a basic DBS check (opens in a new tab), which shows convictions that aren't spent. Scotland and Northern Ireland have their own services. Put qualifications on your About or team page, and repeat the relevant ones on each service page.
Do reviews and photos count as trust signals?
Yes, and they're often the first thing owners read. Google says more reviews and positive ratings can help (opens in a new tab) your local ranking, and reviews are what an assistant has to go on when someone asks for a patient groomer or a reliable walker.
- Ask every client, every time. Send a direct review link or QR code (opens in a new tab) after a groom, a stay or the first month of walks, and reply to reviews.
- No incentives or cherry-picking. Google's content policy (opens in a new tab) bans offering discounts or freebies for reviews, and asking only happy customers.
- No fake reviews. In the UK the Competition and Markets Authority's guidance lists fake reviews and concealed incentivised reviews (opens in a new tab) as banned, and in the US the FTC has a final rule banning fake reviews (opens in a new tab).
- No review stars in your own markup. Google says pages where a business controls reviews about itself are not eligible for review stars (opens in a new tab), even through an embedded review widget.
- Use your own photos. Real pictures of your salon, kennels, van or walks, with short descriptions, and with owners' permission before you show their pets.
Are your vaccination rules and policies trust signals too?
Yes. Owners check them before booking, and assistants answering “which kennels near me take puppies?” need them in writing. Publish what you require, why, and what owners need to bring.
For licensed home boarders in England, Defra's home boarding guidance (opens in a new tab) says an up-to-date vaccination record must be seen for every dog, covering diseases including canine parvovirus, distemper, infectious canine hepatitis and leptospirosis, with primary courses finished at least 2 weeks before boarding. Your council's licence conditions set what applies to you, so publish your own rules exactly as you apply them.
Don't give health advice on your site. If an owner isn't sure whether their pet is up to date or fit to board, tell them to ask their vet.
ServiceCited only shows licences, insurance, qualifications and checks you've entered, links them to the registers you give it, and never adds or upgrades one.
Questions people also ask
Type to search these questions, or ask anything about getting found on Google and AI.
Do I need a licence to be a dog walker or pet sitter in England?
Not under England's animal activity licensing rules, according to Defra's guidance. It says businesses that look after dogs in their owner's home, such as dog walkers and dog sitters, don't need a day care licence, and cat sitters in the owner's home don't need a cat boarding licence. If pets stay in your home, that's home boarding, which does need one. Other local rules can still apply, so check with your council.
Do I have to show my licence number on my website?
In England, yes, if you hold an animal activity licence. The regulations say the licence holder's name, followed by the licence number, must be clearly and prominently displayed on any website used for the licensed activity.
Is “fully insured” enough?
It's better than nothing, but it doesn't tell owners what they want to know. Say what the cover is for, such as public liability and pets in your care, and keep it current. Only describe cover you actually have in writing.
Should I put my DBS certificate online?
No. Say what type of check you hold and when it was issued, and show the certificate to clients who ask. It contains personal details you don't need to publish.
Sources
- The Animal Welfare (Licensing of Activities Involving Animals) (England) Regulations 2018(opens in a new tab) · legislation.gov.uk
- Animal Welfare (Licensing of Activities Involving Animals) (England) Regulations 2018, Schedule 1 Part 3: boarding for cats or dogs(opens in a new tab) · legislation.gov.uk
- Animal Welfare (Licensing of Activities Involving Animals) (England) Regulations 2018, Schedule 2: general conditions(opens in a new tab) · legislation.gov.uk
- Animal activity licensing process: statutory guidance for local authorities(opens in a new tab) · Defra (GOV.UK)
- Dog kennel boarding licensing: statutory guidance for local authorities(opens in a new tab) · Defra (GOV.UK)
- Cat boarding licensing: statutory guidance for local authorities(opens in a new tab) · Defra (GOV.UK)
- Home boarding for dogs licensing: statutory guidance for local authorities(opens in a new tab) · Defra (GOV.UK)
- Dog day care licensing: statutory guidance for local authorities(opens in a new tab) · Defra (GOV.UK)
- Request a basic DBS check(opens in a new tab) · GOV.UK
- Tips to improve your local ranking on Google(opens in a new tab) · Google Business Profile Help
- Tips to get more reviews(opens in a new tab) · Google Business Profile Help
- Prohibited & restricted content (Maps user-generated content policy)(opens in a new tab) · Google
- Short guide for businesses: publishing consumer reviews and complying with consumer protection law(opens in a new tab) · UK Competition and Markets Authority
- Federal Trade Commission announces final rule banning fake reviews and testimonials(opens in a new tab) · US Federal Trade Commission
- Review snippet (Review, AggregateRating) structured data(opens in a new tab) · Google Search Central
Checked on . AI products change quickly; the operators' own pages are the final word.