Business tools and resources for self employed dog trainers & behaviourists
Running a business—especially one where you wear all the hats—means that having the right tools can make all the difference.
Over the years, I’ve tested a lot of different software, platforms and resources to help streamline my work, stay organised and make marketing feel less like a chore. Some of these have been absolute game-changers, while others… well, let’s just say they didn’t make the cut!
In this post, I’m sharing the tools and resources I actually use in my business—the ones I’d genuinely recommend. Whether you're looking for an easy way to build your website, automate admin tasks, or create stand-out marketing, you’ll find something here to help.
Please note: The main tools and resources mentioned in this post are things that I use myself. However, I’ve also suggested ‘other options’. Whilst there are lots of alternatives out there, those listed are the ones that I’d currently consider if my favourite wasn’t an option.
So, here are a few of my favourite things… take a deep breath - it’s a biggie!
Tools and resources marked * are affiliate links. This means that if you make a purchase via one of those links, I may earn a reward/ small commission at no extra cost to you. However, I only share affiliate links for things that I genuinely like or use myself. If you choose to purchase a tool or resource using one of my affiliate links, my dogs say thank you in advance, for your contribution to their ‘treat fund’! 🐾🦴
Website, Communication and Productivity Tools for Dog Trainers
Your website is often the first impression potential clients have of your business, but it’s just one part of how people interact with you. From booking systems to client communication and project management, these are the tools that help me stay organised, streamline my client admin and serve my clients.
BUSINESS ESSENTIALS
Squarespace* (from ~£15/month) – A website builder that’s easy to customise and maintain, with built-in SEO features and blogging tools. In fact, I ❤️ Squarespace so much that I’ve even created four strategic designed (and rather beautiful!) Squarespace website templates, especially for dog trainers and animal behaviourists.
Other options: Wix (more design flexibility but more limited SEO control), ShowIt (gorgeous design capabilities but takes a bit of getting used to and blogging can be a bit of a faff).
TidyCal* (from ~£30 for life) – A simple, cost effective online booking system that allows clients to schedule appointments, integrates with calendars, and accepts payments. The best bit? It’s one time cost so there are no ongoing monthly fees! Like Squarespace, TidyCal is another of my top picks 🏆. If you’re curious to learn more, I’ve got a separate blog post all about it.
Other options: Calendly (has a free option but it’s very limited, ongoing monthly cost), Acuity Scheduling (better for businesses with more complex needs, quite pricey on a monthly basis).
Google Workspace (from ~£6/month) – A suite of tools including domain-based email, video call hosting, online calendar, cloud storage, documents, spreadsheets and more. There’s so much packed into what Google Workspace offers that I don’t know where I’d be without it. Starts at around £6/month and is money very well spent in my business.
Other options: Zoom (if you need more advanced video conferencing features and don’t mind paying more), Dropbox (for file storage and sharing), Microsoft 365 (if you prefer Outlook and OneDrive).
MORE ADVANCED BUSINESS TOOLS
Trello (free plan available) – A visual project management tool that helps keep track of tasks, projects and ideas with drag-and-drop lists. I love a ‘to do’ list with actions broken down into all the tiny steps that I can tick off as I go, to help me feel like I’m making progress (can anyone else relate?!). Even on the free plan, you can use a lot of the functionality, including integrations and automations to help you save time.
Other options: Blue* (a fairly new project management tool which offers even more functionality than Trello - I may well move over to it in the future), Asana (similar to Trello, better for managing team projects), ClickUp (more customisation options available).
Voxer* (free plan available) – A walkie-talkie-style app for voice notes, text messages and file sharing—great for quick client communication. I use this all the time with my 1:1 coaching clients and there’s a free 20 minute Voxer chat that’s included in The Obvious Choice, my online course created to help you be the easy first choice for prospective clients.
Other options: WhatsApp (more widely used but can make it tricky to keep personal and business chats separate).
Jotform* (free plan available) – A versatile form builder that makes it easy to create client intake forms, veterinary referral forms and feedback surveys. It integrates with various other tools too.
Other options: Airtable (a flexible database tool that combines spreadsheets with powerful automation and customisable forms, ideal for managing client records and workflows), Google Forms (a free and simple option for collecting information, with Google Sheets integration), Typeform (designed for engaging, interactive forms and surveys with a conversational feel).
Marketing, Content and Community Building for Dog Trainers
From email marketing to designing eye-catching graphics, these tools make it easier for me to build connections with my audience.
BUSINESS ESSENTIALS
Canva* (free plan available) – A user-friendly design tool for creating social media graphics, flyers, presentations, and more—no design skills needed. I use Canva ALL the time and love it so much - it’s another of my top picks ✨. My training and behaviour plan templates are built in Canva and work fine with just the free plan!
Other options: VistaCreate (similar to Canva with free templates), Affinity Designer (for those who want more control but without Adobe's subscription model), Adobe Express (more advanced features for professionals).
MORE ADVANCED BUSINESS TOOLS
Flodesk* (free plan available) – A beautifully designed email marketing tool that makes it easy to send professional-looking emails. Pre-designed layouts, workflows, sign up forms, audience segmenting and analytics all make using Flodesk a pleasure! Get 50% off your first year of a paid plan with my affiliate link.
Other options: Drip (better for e-commerce and automation), MailerLite (affordable and user-friendly), Kit (built for creators and coaches), MailChimp (popular but can get expensive).
Outgrow* (from $14/ month) – A quiz and interactive content builder that helps generate leads and engage potential clients. I use Outgrow for my Superpower Quiz and my 5 Pillars of Business Brilliance Quiz.
Other options: Typeform (great for sleek, conversational-style quizzes and surveys), Interact (specialises in quizzes for lead generation), Jotform - see above (more form-based but flexible).
Chatra* (free plan available) - A live chat and chatbot tool that helps you engage with website visitors in real time, answer questions and capture leads. You’ll see in the bottom right hand corner of every page of my website and most of my online courses.
Other options: Tidio, LiveChat, Zendesk Chat, Drift, Intercom
ConvertBox* ($495 for lifetime access) – A tool for creating pop-ups and lead capture forms to grow your email list and promote offers. I embed ConvertBox pop-ups into my website and online courses, to provide additional support and opportunities for interaction.
Other options: Flodesk (email marketing tool with built-in forms – see above), your own website platform’s built-in pop-ups (simpler and no additional cost).
Heartbeat* (from $40/ month) – A community-building platform that integrates courses, memberships and chat functionality. If I ever move my private community group away from Facebook, this is where it’ll go.
Other options: Facebook Groups (free but limited control), Circle (premium community-building platform), Mighty Networks (designed for membership communities).
Legal and Financial Tools and Resources for Dog Trainers
Running a business means keeping your finances in order and protecting your brand. These are the tools and services I trust to handle payments, as well as the accounting and legal aspects of my business.
BUSINESS ESSENTIALS
Starling Bank* – A digital bank account which is great for small businesses, with no monthly fees, easy savings spaces (handy to put aside a bit each month for your tax bill), great customer service and useful financial tracking, to help you see where your money is going. My affiliate link gives you a free 2-person day pass at a National Trust property :)
Other options: NatWest Mettle (free business bank account with invoicing and bookkeeping features, backed by NatWest).
Stripe – A payment processor that allows you to take card payments on your website, through invoices or via your online booking system (e.g. TidyCal or Acuity).
Other options: PayPal, Square.
Lucy Legal* – Legal templates and contracts designed for small business owners in the UK. I’ve personally partnered with Lucy to create a bundle of legal resources, specific to our industry. It includes industry-specific service T+Cs, sales terms (physical and digital products), website terms of use and a GDPR-compliant privacy policy. Get 10% off using code ‘GRETTA10’ at the affiliate link above. Lucy also has lots of amazing courses and resources, including How to Get a Trademark*, Terms for VAs*, Refunds, Right + Responsibilities* and Stop the Copycat*.
Other options: Not AVG Law Contract Club* (for US based businesses).
MORE ADVANCED BUSINESS TOOLS
QuickBooks – Accounting software for tracking income, expenses and taxes. It makes book-keeping quick and simple (which keeps my accountant happy) and helps me to stay on top of my finances.
Other options: Xero – Another option for cloud-based accounting software with strong integrations, Mettle (see bank account options above).
Trama Trademarks* – A cost-effective service to help protect your brand with trademark registration. I’ve used them multiple times and can’t fault them. You can take 20% off by using my affiliate link (above) and entering the discount code ‘FORD20’ at the checkout.
Other options: Gov.uk Trademark Registration (do it yourself).
Automation, Digital Products and Online Learning Tools for Dog Trainers
Pretty much every business can benefit from embracing automation (without losing the personal touch). If you also offer online courses, memberships, or digital downloads, the right tools make delivering them simple.
BUSINESS ESSENTIALS
ChatGPT (free plan available) – An AI-powered tool for content creation, idea generation and automation of written tasks. I use Chat GPT in my business to help me refine or brainstorm ideas and to re-word or re-structure pieces of writing… and I know that my use of it is only scratching the surface of its capabilities!
Other options: Gemini (by Google), Claude.
MORE ADVANCED BUSINESS TOOLS
Zapier (free plan available)– A no-code automation tool that connects different apps to automate repetitive tasks. This nifty little tool is busy working away in the background for my business all the time, connecting my checkout and course hosting platform to my email marketing service and my project management tool, amongst other things. It’s a must-have for my business!
Other options: Pabbly Connect (cheaper but fewer integrations).
Berrycast* (from $16/ month) – A screen recording tool that makes it easy to record and share video walkthroughs or tutorials. I purchased this on an AppSumo* deal so I got lifetime access but I use it all the time so it was well worth the investment!
Other options: Loom.
ThriveCart* ($495 for lifetime plan) – A checkout platform with built-in course hosting (Learn+), making it easy to sell and deliver digital products and services. Whilst this was a big investment, I love not having any recurring fees and no limit to the amount of courses and resources I can sell.
Other options: Teachable (popular for online courses), Thinkific, Podia, Squarespace Courses (if you already use Squarespace).
Descript* (from $12/ month) – A tool for editing and repurposing video content. If you have an online course, YouTube channel or podcast, the ability to edit your video based on a transcript of the actual words spoken (rather than a weird waveform!) is a game-changer.
Other options: Trebble* (similar to Descript but originally intended for audio, rather than video. Works pretty well for audio but the video and audio get out of sync if you do a lots of edits so I’m not 100% sold on this for video content yet), Kapwing (great for social media content creation).
Hiro* (from $67 for lifetime) - A private podcasting and audio hosting tool, which can be used to embed as an audio player in online courses or as a private (paid or free) podcast for your clients. Use my affiliate link for a lifetime deal - just $67 one off purchase.
Other options: Buzzsprout, Podbean.
Finding the right tools can save you hours of work and make running your business feel a lot smoother. But the best choice for you depends on your specific needs, how you like to work, and (let’s be honest) what fits your budget.
Hopefully, this list gives you a solid starting point!
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