The short answer
Individual pens with separate sleeping and outdoor areas. How many cats you board and how close they are to each other. The daily routine. How medication is handled. Whether the pens are heated. Then the licence, the price and whether they can book without ringing you.
That is the list, roughly in the order an owner works through it. Everything else on a cattery website is supporting material.
Why that list and not another one
A cat owner leaving a cat is not choosing a service. They are handing over an animal that hates change to a stranger, and they feel guilty about it. Every item on the list is that guilt asking a question.
Can I see where she will sleep. Will she be surrounded by other cats. Will anyone actually sit with her. Will the tablet get given. Will she be cold.
A site that answers those five in the first two minutes gets the booking. A site that shows a shopfront and a phone number sends them to the cattery that did.
The pens
This is the first thing and the most commonly missed. Photograph every pen type you offer, inside and out, in daylight, empty and clean. The sleeping area with the bed and the heating visible. The run, from inside looking out and from outside looking in. Enough of the surroundings that an owner can see the space is not a cupboard.
Label each photo set with the pen type name and link it to the rate for that pen. An owner comparing prices is comparing pens, and the number only means something next to the picture.
Video helps more than anything else here. A slow walk through one pen, thirty seconds, no music, filmed on a phone in good light.
The numbers
Say how many cats you board in total. Say how many are in a block. Say whether pens face each other, and what separates them if they do. Owners of nervous cats care about this more than about anything you can charge for, and almost no cattery website mentions it.
If you take cats from one household together, say so and say how sharing is priced.
The routine
A page that runs the day as a timeline: opening, feeding, litter, cleaning, the individual attention slot, evening feed and final check, and what happens overnight. Say how many times a day someone physically looks at each cat.
Feeding detail belongs here too, including whether you take their own food and what happens when a cat goes off its dinner for a day.
Medication
Split into what you do as standard, what needs arranging in advance, and what you cannot take. Standard usually means tablets, liquids, ear and eye drops given at your normal rounds. Arranged in advance means insulin at fixed times, fluids, inhalers. Publishing the middle group wins you stays nobody else in your area will take.
Say what the owner must bring: medication in original packaging with the vet's dispensing label, and their own vet's details.
Heating
Owners ask about this constantly and sites almost never answer it. Say which pen types are heated, roughly how the heating runs, and what happens in a cold snap. One paragraph.
Then the practical three
Licence. Where catteries are licensed, put the licence number and any inspection or star rating where owners look, not in the footer of a terms page.
Prices. Nightly rates by pen type, the sharing rate for a second and third cat, peak dates and what the extras cost.
Booking. A Book button on every page that opens a real boarding calendar in Revelation Pets, Gingr, PetExec or Kennel Connection, with dates, vaccination records and medication notes captured in the flow. Peak season bookings by phone cost you the enquiries that arrive at ten at night.
What owners do not care about
Stock photography of a kitten in a basket. A slider on the home page. A long paragraph about your passion for animals with no picture of the building. A contact form standing in for a booking calendar. None of it answers a question they are asking.
The two minute test
Open your site on your own phone, on mobile data, as a stranger. Time how long it takes to see a pen, learn how many cats you board, read the routine, find out whether you give tablets, and start a booking. If any of the five takes longer than thirty seconds, that is your next job.
Where this sits
Answering these five questions in order is how we structure a cattery website, and the same idea, show the place and the people before you ask for anything, sits under all of our pet business websites. The packages are on pricing. Show the pen, state the numbers, publish the routine, and the guilt turns into a booking.