The short answer
Five things, on one page, in plain words. Insurance. Vetting checks. Pet first aid. References. How keys are handled. Then a sample visit report, so the owner can see what they will actually receive.
That is the list. Everything below is what each line should say.
Insurance
Name the type of cover and say who provides it. Public liability, care custody and control for the animals in your charge, and key cover, which is the one owners do not know to ask about and are relieved to see.
Say that a certificate can be shown on request, and show it at the meet-and-greet. Do not publish the policy number.
"Fully insured" on its own reads as a phrase somebody copied from another website. Naming the cover reads as a person who has actually bought it.
Vetting checks
Whatever the background check is called where you work, name it and say when it was done. In the UK that is a DBS check, in Scotland Disclosure Scotland, in the US a criminal background check, in Canada a police record check, in Australia a national police check.
If you have staff or subcontractors, say the same applies to them and that you check it, because an owner who has read one bad news story wants to know who else has the key.
Pet first aid
Name the course and the year. Canine and feline first aid qualifications are short, inexpensive and genuinely useful, and owners of elderly or medicated animals look for them specifically.
Alongside it, say what you would do in an emergency: contact the owner, contact the emergency contact, take the animal to their registered vet, and act on the authority they signed in the service agreement.
References
Three or four, from real clients, with first names and the area they live in. Better still, reviews from Google rather than testimonials typed onto your own page, because owners know the difference and the local reviews help you turn up in nearby searches at the same time.
Ask for them after a holiday booking goes well, which is the moment an owner is most grateful and least busy.
Key handling
This is the one that keeps owners awake and the one most sitting websites skip. Say the whole process:
When keys are collected, usually at the meet-and-greet or a second visit. That they are labelled with a code rather than a name or address. Where they are stored, in a locked box rather than a kitchen drawer. Who else has access, which for a sole trader is nobody. Whether you use a key safe at the property instead. And how and when keys are returned at the end of an arrangement.
Six lines. It removes the objection entirely, and the sitters who write it get asked about it far less.
The sample visit report
Proof of character gets you shortlisted. The sample report gets you booked.
Show what the owner receives after every visit: the time you arrived and left, a photograph of their animal, and two honest lines about how the visit went. Present it as an actual example on the page rather than describing it.
An owner who has never used a sitter cannot picture the service. This is what makes it real, and it answers the second-most-common worry, which is not knowing what a visit involves.
Who you are
Underneath the proof, a photograph of yourself and a short paragraph. How long you have been sitting, why you started, your own animals, and where you live in relation to the areas you cover.
Owners are choosing a person to enter their home. A face and a name do more here than any badge graphic.
What not to do
Do not put five certification logos in a row with no explanation. Do not write "police checked" without saying what check or when. Do not use stock photographs of somebody else's cat. Do not claim a qualification you let lapse.
And do not bury any of this in an About page. It belongs on its own page, linked from the header, from the price table and from every area page, because it is the page that converts.
Where this sits
Insurance, vetting, first aid, references and key handling, on one page with a sample visit report, is one of the six things a pet sitting website has to do, and the same proof pattern runs through the other pet business websites we build. Packages are on pricing. Answer the fear before the price and the meet-and-greet books itself.