What this page is for
The trust page is where a stranger decides whether to give you a key. It exists so that insurance, vetting, first aid, references and the daily visit report sit in one place, in a fixed order, instead of scattered through an About paragraph.
This is the build, in the order to do it. Set aside an afternoon for the gathering and an hour for the writing.
Step 1: gather the documents
Before you write anything, put these in one folder on your computer.
- Your public liability insurance schedule, so you can quote the insurer name and what the cover includes.
- Your DBS certificate, or the equivalent background check for where you work, with its date.
- Your canine first aid certificate, with the provider name and date.
- Any professional body membership, qualification or handling course certificate.
- Your local authority licence, if the work you do requires one. Licensing for animal activities differs by country and by council, and walking is treated differently from boarding or day care, so check what applies where you work rather than assuming.
- Two or three clients who would give a short written reference.
If something on this list is missing, that is the real finding of the afternoon. Fix the gap before writing the page around it.
Step 2: write the six blocks
One short block each, in this order, because it matches the order an owner worries in.
Insurance. Name the insurer. State what is covered: the dogs in your care, damage at a client's property, and key cover if you hold it. Two sentences.
Background check. Name the check and the year. Say it can be seen at the meet-and-greet.
Canine first aid. Name the provider and the date. Say what you carry in the van.
Experience and training. How long you have been walking, roughly how many dogs a week, any handling or behaviour training. If you have no formal qualification, write the honest experience version rather than leaving a gap.
References. Two or three, first name and area, from clients of a year or more. Ask permission for exactly what will appear.
The visit report. Covered below. This is the block most sites are missing.
Keep every block to three sentences. A wall of text reads as defensive.
Step 3: redact a real visit report
Take a genuine report card from Time To Pet, Pet Sitter Plus, Scout or Precise Petcare. Screenshot it on the phone you actually use, so it looks real.
Then remove, in an image editor: the client's name, the dog's name, the address, any part of the GPS route that shows the house, the phone number and any account identifiers. Blur rather than crop where the layout matters, so the shape of the report survives.
Ask the client's permission before publishing it, even redacted, and pick a client who will be pleased to be asked. Put one sentence under the image: this arrives on your phone after every walk.
Step 4: decide what not to publish
Do not put certificate scans, policy numbers, certificate numbers or your home address on a public page. They are worth nothing to an honest owner and something to a dishonest one. Say the documents can be seen at the meet-and-greet, and bring them.
Do not publish a client's full name, their dog's name and their village together. Any two of those is usually fine with permission. All three identifies a house with a dog and a known empty period.
Step 5: put it where people are
A trust page nobody reaches converts nobody. Link it from:
- The main navigation, with a plain label such as Insurance and vetting.
- Every area page, near the price.
- The prices page, directly under the table.
- The page explaining the meet-and-greet.
- Your Google Business Profile and the link in your Instagram bio.
Step 6: close it with the small ask
End the page with the meet-and-greet button rather than a contact form. The reader has just been given the evidence, so the next step should be the smallest possible one: twenty minutes at their home, with their dog, free, where the certificates come out of the folder.
Step 7: put it in the diary
Insurance renews. First aid expires. A background check ages. Add a calendar reminder for the month each one falls due, and a second reminder every six months to reread the page and refresh a reference. A trust page quoting a certificate from four years ago does the opposite of its job.
Build it as editable records rather than hard-coded text, so a renewal is a two minute edit and not an email to a developer.
Where this sits
The trust page, the redacted visit report and the meet-and-greet booking are built into a dog walking business website from the start, and the same approach to displaying qualifications and insurance runs through our pet business websites. Packages are on pricing. None of this is legal advice, and licensing varies, so confirm what applies where you work. What does not vary is that the owner is deciding about a key, and this is the page where they decide.