Blog: The road to adoption begins on the internet

Imagine someone in your community is searching for a new furry companion. Most will start with Google. They’ll type “adopt a dog,” or “adopt a cat” in the search bar, and a sea of results will flood their ​​​​screen.

If your organization’s website isn’t among the top few listings, chances are that you (and your adoptable animals) will be overlooked. In fact, an estimated 67% of clicks occur within the first five search results.

In the post-pandemic era, animal shelters and rescues have been struggling with lower adoption numbers, particularly for dogs. Meanwhile, an analysis of internet search trends shows that people’s desire to bring pets into their home remains strong. Cats, in particular, are experiencing a surge in online searches. But here’s the kicker: The way people search, and what they expect, has evolved.

Animal welfare websites often overlook adopters’ needs

I recently conducted an audit of ​80 ​​​shelter and rescue websites, putting myself in the shoes of a potential adopter. What I found was a mixed bag.

Many shelter websites were information-heavy, requiring multiple clicks to find their adoptable pets. Some had crucial information hidden “below the fold,” meaning users had to scroll extensively, a major deterrent on mobile devices. I even had to resort to Google Maps to find operating hours for two organizations.

Rescue group websites, while often more personalized, revealed similar challenges. Broken menu links, inconsistent information and a lack of mobile optimization were common.

I also studied many for-profit puppy broker sites, commonly used to ​​​​sell puppies from breeding mills. Their well-funded websites were sleek, mobile-friendly and featured comprehensive pet profiles. They understood the online consumer.

This experience highlighted a critical gap in how animal welfare organizations harness the power of the internet and serve the modern pet seeker. Shelters and rescues too often prioritize internal needs over the user experience on their websites. They focus on fundraising pop-ups or complex menu structures, forgetting that potential adopters want one thing: to easily find and connect with a pet.

60%+ of global internet traffic now comes from mobile phones.

Enhance your website with clear information and user-friendly design

So how can your organization bridge this gap? It starts with optimizing your online presence.

• Prioritize mobile-first design. Over the past decade, the percentage of mobile device website traffic has increased from about 30% to over 60%. Chances are that a sizeable chunk of people who visit your website today are using their phone, so ensure your website is user-friendly on all devices.
• Put your animals front and ​​​​center. Feature your available pets prominently on your homepage, ensuring your website visitors see them immediately. Avoid burying pet profiles in menus that require multiple clicks, as this can deter interest and result in missed adoption opportunities.
• Don’t skimp on details. Complete pet profiles with high-quality photos, detailed health information (including treatment and estimated costs for animals with a known medical condition) and accurate personality traits are essential. A pet profile is your first impression. If it’s incomplete or confusing, you’ve lost a potential adopter.
• Be transparent. Clearly state your adoption fees and outline the adoption process. Don’t leave potential adopters guessing. Tell them what to expect and when.
• Establish rapport. Always remember that people seeking to adopt are searching for connection. They want to know the pet’s story, their quirks and what it will be like to bring them home. Short, positive videos showcasing a pet’s personality can be incredibly powerful.

I encourage you to take a fresh look at your organization’s website from the perspective of a potential adopter. Identify ways you can create a more seamless and engaging online experience.

By investing time and thought in your website, you’ll not only increase your adoptions but also strengthen your connection with your community. And your website will serve as a welcoming first step on the adoption journey.

Learn more: Get more insights from April Huntsman at Animal Care Expo on April 15-18, 2025, in Las Vegas. Don’t miss her workshops on “Vital signs: Ten key stats every animal shelter must know” and “The adopter experience: A guide to increasing adoptions.”