Content strategy & implementation

Meaningful content that multiplies good (for you and for dogs)

If you know your biz does good for dogs but that message isn’t landing as strongly as it should, let me help you.

Talk to me

Rikki specialist dog copywriter smiling at camera

I’ve worked copywriting + marketing magic for…

Award winning dog copywriter & strategist

Hello, I’m Rikki! I’m not just a copywriter – I’m a TOTAL dog nerd. I live, sleep, and breathe all things dog. Not only have I set up two successful dog businesses in competitive markets myself, but my understanding of dogs goes waaay beyond what most people would consider normal.

When you pair that geekery with my digital marketing obsession, you tap into something I guarantee you won’t find anywhere else.

If you’re crying out for an honest approach to marketing that won’t leave you feeling railroaded or ripped off… I think you’re going to like it here.

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Marketing for empaths that doesn’t leave you feeling rotten

If you’re ready to finally feel confident about how to do this marketing lark (without misleading people or bullying them into buying your stuff), you’re in the right place.

You don’t have to be a con artist or a master manipulator to have a successful business that truly helps people and dogs…

There’s an honest way to better connect with people and perk up their ears so they want to hear what you have to share and buy what you have to offer.

And no, you don’t have to promise unethical quick fixes that do harm either.

You don’t need to persuade people to buy your stuff - you need to educate them on why they’d be bananas not to.

How do you wanna do this?

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Let me write your words

Write my words

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Work with me on retainer

tell me more

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Join my membership

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I cannot recommend Rikki highly enough for any team looking to scale their organic reach.

Rikki has a keen eye for SEO and was instrumental in helping us rank for the search topics most relevant to our business. She didn’t just stop at keywords she refreshed our entire suite of product descriptions.

What impressed me most was their forward-thinking approach to video. Rikki helped us build an extensive library of video content that has become the backbone of customer acquisition.

Throughout our history of working together, I’ve been consistently impressed by how Rikki leaned in to learn the nuances of our business and customer base.

Danny Nelis-Rouse

Owner, Tug-E-Nuff

Brand visibility & awards

This client won the ‘Online Business of the Year’ at the 2024 PIF awards and ‘Marketing Campaign of the Year‘ at the both the 2025 PetQuip and Pet Industry Federation Awards. Their willingness to invest in value led marketing is repeatedly rewarded in both sales and recognition.

Their innovative approach to marketing has won them:

6.2 million organic impressions & 430,000 website visitors in one year
10k opt ins for their online course
Online sales of over £1.5 million in one year
Increased brand awareness & credibility in a competitive market

Rikki is extremely capable and knowledgable, putting her whole heart into the work that she does. She is the definition of someone who leads with integrity, always looking to provide more than she’s promised – she can’t help it, she’s an over-deliverer! If you get the chance to work with Rikki, grab it! Your business will thank you for it, and you’ll be so glad you did

Gemma Fisher

Dog Trainer

Online course sales in niche markets

This client specialises in online training programmes for Collies. Our latest launch grew her email list by 1,000 new subscribers and resulted in £11.5k of sales in just a few weeks.

But that’s just a snapshot, as our long term strategy is beginning to snowball, setting her up to help more collies and their humans – without burning out.

See my work

Why me?

I’m completely and utterly immersed in the dog world – and have been since 2016.

I know your market inside out (and back to front). Which not only saves an immense amount of time on briefing and research – it means I have plenty of expert connections who can help you too.

I’ve worked with behaviourists, vets, nutritionists, breeders and trainers who’ve taught me an insane amount about what our dogs are really feeling and needing.

And thats why my copywriting and content strategy skills are unparelled for dog businesses who want to sell and educate.

Because we can only do better for dogs when we help people understand them.

If you know your biz does good for dogs but that message isn’t landing as strongly as it should – we should talk.

Book a call

The Canine Copywriter was born to help compassionate dog businesses connect and engage with their audiences, revealing a deeper understanding of all things dog.

Kind Words

    
 
 
     recommends How do you write a review for your copywriter without asking your copywriter to help you write it? 😂

Like so many of us, what I do means so much to me. Trusting someone to help you communicate something you've poured so much of yourself into — basically, your baby — is a big deal.

Working with Rikki has been an absolute joy. She is approachable, bloomin' hilarious and it feels like having a cheerleader with you at all times.

I originally chose to work with her because her ethics and values really mattered to me. I wanted someone who understood my world, but also understood that I wanted to get my thing out into the world without selling my soul or losing my integrity whilst doing it.

Rikki gets that.

She takes the time to really understand you and what matters to you. She has an incredible strategic mind, which means she's particularly good at spotting connections you haven't seen yourself. And somehow she helps you communicate what you do without losing your values or your own voice in the process.

She's professional, ridiculously good at what she does, very funny, and just a genuinely lovely human being to have on your side. I've never regretted choosing to work with Rikki and I'd recommend her in a heartbeat. ❤️
  
  Posted on Facebook  
 
    
   Mentoring with Laura Mars 
 September 23, 2026
 
 
 
    recommends I just wanted to give a little shoutout to Rikki, who has been amazing to work with.

I’ve used her a few times now for SEO optimisation, page content, and more, and she just gets it. She’s quick, efficient, and somehow manages to write in your voice so it actually sounds like you not generic at all and definitely not what you get from AI! 

It’s made a real difference to my business, and I’m already lining up working with her again on my package pages.

If you’re thinking about getting support with your blog content/copywriting, SEO or marketing, I’d definitely recommend her. 🐾
  
  Posted on Facebook  
 
    
   Joanne Hinds 
 April 11, 2026
 
 
 
    recommends Working with Rikki is a joy. She really knows her stuff, she gets so much done in what seems like no time at all and makes it all feel really easy. Not only that but she is great fun to work with! Whether it is writing blogs, emails, copy for launches or web copy she can produce it from your rambled thoughts in a way that reflects your voice and your ethos - and is SEO-friendly.   If you need support with your copy - Rikki is worth her weight in gold. Don't hesitate!
  
  Posted on Facebook  
 
    
   Janet Finlay 
 April 11, 2026
 
 
 
    recommends When I first started working with Rikki I was blown away with how easy she makes everything. I didn't have a clue about marketing, seo, blogs etc but Rikki explains everything in real, down to earth terms and makes it so simple. 
She also puts her heart & soul into making sure you're happy with what she does for you. 
If you need a hand with your writing or want to learn how to do it yourself then Rikki is your woman!
  
  Posted on Facebook  
 
    
   Becky Milne 
 April 11, 2026
 
 
 
    recommends I want to highly recommend Rikki, all the content she shares for free, and her wonderful paid membership group. Rikki's help is invaluable and, unlike other memberships I've spent time in, she delivers everything promised and much more. There's so much support and encouragement in the group as well as from Rikki herself, and the individual advice and practical help with everything relating to marketing is incredibly useful and easy to understand.
  
  Posted on Facebook  
 
    
   Hound Solo 
 November 18, 2025
 
 
 
    recommends I booked a VIP day with Rikki as I was struggling with the copy for the About page on my website. 

Rikki took the time to understand my business and me as a person, had a look at the work I had done thus far and was able to completely rewrite the page into something special!

Not only that, but she was able to do a huge amount of SEO work on my collections pages (ecommerce store), and she also shared extra copy which i will be able to use elsewhere.

I was left with a whole new About page, SEO improvements,  improvements to navigation and a bunch of ideas to take things forward.

Thank you Rikki!
  
  Posted on Facebook  
 
    
   Rosie McKerr 
 September 24, 2025
 
 
 
    recommends I don’t remember where I stumbled across Rikki but I’m very glad I did… I love her down-to-earth approach and her ability to make marketing for us small business owner folk interesting, inspirational, and absolutely doable (I know, who knew?!) Her Underdogs course is crammed full of so much useful stuff, but broken down in such a way that it’s never overwhelming. Highly recommend 🤩
  
  Posted on Facebook  
 
    
   Clare Parker 
 December 23, 2024
 
 
 
    recommends Rikki is extremely capable and knowledgable, putting her whole heart into the work that she does. She is the definition of someone who leads with integrity, always looking to provide more than she's promised - she can't help it, she's an over-deliverer! If you get the chance to work with Rikki, grab it! Your business will thank you for it, and you'll be so glad you did 🙌
  
  Posted on Facebook  
 
    
   Gemma Fisher, Dog Training & Behaviour Specialist 
 December 18, 2024

What is it like to have someone listen to you? They way you know you are being heard on every level. And then they magically connect with your deeper purpose and you know then that they care about your business and the message you want to send out to the world. This is what The Canine Copywriter did for me. Rikki listened, I felt heard, she turned my rambles into words that spoke to my dream audience and delivered a landing page that converted into my highest sales to date! Need I say more? Thank you

Joanne Yeoh

Animal Communicator

tug-e-nuff + marketing team winning pet industry federation award for best online business 2024

You need a creative SEO copywriter on your team.

You know your words matter. And that my friend, is why you’re here!

Together we’ll ditch the mundane messaging that doesn’t even make a ripple and move your people from feeling indifferent and distant to inspired and fired up for action.

Let’s make your people feel INSPIRED

Let's talk

FREE WEBINAR

MASTER YOUR MESSAGING

If you want to market your business well, attract the right people and pitch your service/product in a way that instantly makes them feel they’ve landed in the right place – you have to master your messaging!

This webinar will help you do just that!

From The Blog

9 proven strategies for dog trainer marketing (minus the overwhelm)

Tap into 9 effective marketing strategies to grow your dog training business (minus the overwhelm) Cherry pick what appeals to you and start today!

5 ultra smart reasons to start a YouTube channel

Don’t miss the wealth of opportunities YouTube has to offer your dog training biz. Use it to grow your audience, boost your SEO and much, much more…

Scarcity Marketing (plus 5 examples of when it’s sleezy)

Scarcity marketing can be very effective but it can also destroy trust when done wrong.

Tap into 5 examples of how to do it well (and when to skip it).

8 steps to simple SEO for beginners

Learn how to optimise your website for SEO in 8 steps with this non-techy beginner’s guide.

Finally get a grasp on how to get seen on search engines organically.

SEO for Dog Trainers: Top 80 keywords

Unlock the Power of SEO for your dog training business!

Get your top high intent keywords in an instant, so you can skip the research and get cracking.

10 ways to increase your dog training income

If you’re maxed out on training classes and 121’s but still want to increase your dog training income, then this blog is packed with ideas to help you grow your business this year.

Let’s dive into ten fantastic ways to bolster your dog training income and make more money this year.

The no-BS guide to marketing your online course

If you’re thinking about launching an online course, this is for you!

This free webinar will guide you through the 5 essential steps to launching and marketing your online dog training course. (You don’t even need to give me your email addy to watch it – Gasp!)

Top 3 metrics to track on your email marketing

Discover how to improve the performance of your email marketing campaigns with this easy-breezy guide for beginner email marketers.

Lead Magnets: How to generate leads that convert

How do you generate leads on autopilot?

You need a lead magnet… plus a stellar strategy to drive people to sign up for it.

Get your how-to guide here.

Dog training social media content – how to post with purpose!

Get unstuck and deliver consistent content marketing with this easy to follow plan of action.

Ready, set, go!

Ethical marketing: Where words empower, not entrap

What is ethical marketing? Can sales ever really be ethical?

It’s a fine line to tread but let’s explore how to keep your marketing honest and compelling. So you can sleep at night.

5 easy steps for writing SEO friendly blogs

You’re writing blogs for your pet business, and you’re wondering how to get them to show up on Google. Here’s how to give your blogs an SEO friendly polish.

Why forced productivity kills original thought – and who benefits when we stop thinking deeply

I write for a living. And like most writers, sometimes I cannot summon creative flow. Now there are different schools of thought on what to do about this. Some say creativity will not simply arrive, you have to start creating even if you don’t feel like it...

What is The Ramble Method – & why is it sooo good?

Learn what The Ramble Method is, why rambling isn’t a flaw, and how guided prompts help you uncover clarity without forcing it too soon.

7 reasons the right marketing support changes everything

Marketing support is essential but often out of reach for small businesses. Discover how Underdogs Unite makes expert, personalised guidance accessible.