The short answer
Both, explained, with prices and group size limits. Owners care about how many dogs are walked together.
Not one or the other. A site that only offers group walks loses the reactive dogs, the elderly dogs and the anxious owners. A site that only offers solo walks prices itself out of the ordinary weekday client. Publish both, price both, and be specific about the difference.
Give the group size as a number
This is the question. Every owner asks it, most walkers dodge it, and the dodge reads badly.
Say the maximum. Four dogs, six dogs, whatever it genuinely is. Then say how many are usually out, because the maximum and the normal are not the same and owners appreciate the distinction.
Some local authorities set limits on dogs walked per person in parks and public spaces, and a few places require a licence for commercial walking. Check what applies where you walk and, if there is a local cap, state that you work within it.
Explain how dogs are matched
Numbers alone do not settle it. Owners want to know their small nervous dog is not in with three young labradors.
Two or three sentences on how groups are put together: by size, by energy, by how they have got on before, and that a dog is assessed on the meet-and-greet and the first walks before it joins one. Say that groups are kept consistent, if they are. Owners like the idea of their dog having the same friends every Tuesday.
Say what happens in the van
Transport is the part owners have not thought about until they see it, and then it becomes the thing they ask. Say how dogs travel: individual crates or compartments, secured, ventilated, how long the journey is. Add a photograph of the van interior, clean, empty, with the crates visible.
That photograph does more for group walk sales than any paragraph.
Solo walks, priced honestly
Solo is not a premium tier for fussy owners. It is the right service for a specific set of dogs, and saying so sells it better than positioning it as an upgrade.
Name the cases: reactive or nervous dogs, dogs recovering from surgery, elderly dogs on a short slow walk, puppies not yet ready for a group, dogs in training where the owner wants lead work reinforced, dogs whose owner simply prefers it.
Then the price and the duration, next to the group price and duration, so the comparison is honest. A thirty minute solo walk and a sixty minute group walk are different things.
Where they meet
Two situations sit between the tiers, and both deserve a line.
Two dogs from the same household walked together, at a household rate rather than double the solo price. This is common and owners often do not know it is offered.
A dog that starts in a group and turns out not to suit one. Say what happens: you move it to solo, at the solo price, with notice. Owners worry that a bad fit means being dropped. Saying you have a route out of it is reassuring.
On the prices table
Group and solo as columns, walk length under each heading, frequency down the side, and the group size cap printed in the group column header rather than in a footnote. Owners scan the table before they read anything.
If solo capacity is limited because it eats the round, say so. "Limited solo slots, usually a short wait" is a better message than an enquiry you have to decline.
What the visit report should show
Whichever the owner buys, the report afterwards should reflect it. A group walk report with a photo of the dogs together shows the group working. A solo report showing where you went and how the lead work behaved shows the dog got the individual attention that was paid for.
Show one of each on the site if you sell both.
What not to do
Do not write "small groups" and leave it there. Do not photograph eight dogs on a hillside if your cap is four. Do not price solo so far above group that it reads as a deterrent, and do not sell a group place to a dog you already know will not cope.
Where this sits
The group and solo split, the size cap on the price table, the van photograph and the sample visit reports are all part of a dog walking business website as we build it, and the same clarity about what is actually being bought runs through our pet business websites. What is included is on pricing. The number of dogs in the group is the answer owners are looking for. Put it where they can find it.