Presell / Pet products
Pets: the buyer is not the user, and the user cannot tell you whether it worked
Every other vertical on this site sells to the person who will experience the result. Here the person paying is watching for a change in an animal that cannot describe one, which changes what proof is available and what a page can honestly say.
What the owner is actually reading for
Two things at once, and the order matters. Whether it is safe, and whether it will work. Safety comes first in this category in a way it does not in most, because the downside is not a wasted purchase, it is harm to something they are responsible for.
A page that opens on efficacy is answering the second question to somebody still on the first. The evidence that answers the first one is rarely on your own site: it is in what owners say went wrong with the last thing they tried, which is also where the specific fear you need to address is written down.
The second thing is the reporting problem. An owner cannot ask the animal whether its joints hurt less. They watch for proxies: the stairs, the walk, the coat, the appetite. Copy that names the proxy an owner actually watches is the copy that lands, and that language comes from owners rather than from a brand.
Health claims by proxy are still health claims
A sentence about reducing inflammation, treating a condition or improving mobility is graded as a health claim whether the subject is a person or a dog. The grader does not soften for the species, and softening it would be the wrong favour: this is a category with its own regulators and its own history of enforcement.
What the page gives you is the list: which sentences are in that category, what evidence each one rests on, and which rest on nothing. A claim with nothing behind it cannot be exported as a fact until you resolve it, rewrite it as your own position, or cut it.
Owner language, quoted rather than summarised
Pet owners write long, specific reviews, which makes this one of the better categories for evidence and one of the easier ones to get wrong. A summary of what owners say is not a quote, and a page that presents one as the other is making a claim with nothing under it.
So evidence is captured with its source and its date, quoted as written, and carries the community it came from rather than the person who wrote it. Evidence without a source link or a date can steer what the page argues and can never appear on it as a fact.
The format that usually fits
The advertorial, more often than in any other vertical here, because the safety question needs answering before the offer and that takes room. When the owner is switching from a specific brand they have lost confidence in, the switcher page is the sharper tool, and a recall or a formulation change is the kind of competitor move that makes it urgent.
Start with your product URL
We read your site, your reviews and your competitors before writing anything, and every factual claim on the page carries the source it came from. Presell is included with Compete.