What your clients Google after you close

Every night after you lock up, your clients turn to Google. Here’s what they’re searching, and how to be the answer.

Written by Sasha Chan, Marketing Manager at Tuft. Published July 2026.

Here is something worth knowing about your clients. The moment you lock up for the day is often the moment they start worrying about their dog. The salon is shut, they cannot call you, so they do the next best thing. They google.

We wanted to share this because it is a genuine opportunity for you. Every one of those evening searches is a client thinking about their dog, with no one to ask. If your social media is the thing that answers them, you become the expert they trust, and the name they think of when they book. We are not answering these questions for your clients. We are handing you the questions, so you can.

Why after 5pm matters

Most grooming worries do not arrive during salon hours. They surface in the evening, when the dog is on the sofa and something seems off. People search when they cannot ask a human. On Tuft, 43% of bookings happen while salons are closed, which shows how active dog owners are outside opening hours. Their questions follow the same pattern.

What your clients are searching, and how to use it

Why does my dog smell, even after a bath?

A classic evening search. The dog has been bathed and still is not fresh. The honest answer usually points back to a professional groom.

How often should my dog be groomed?

People genuinely do not know, and they search it constantly. The answer varies by coat, which is where your expertise lands well.

Why is my dog’s fur matting, and how do I get mats out?

One of the most searched and most urgent, with the owner often tempted to reach for the scissors. This is where your voice protects dogs.

Can I groom my dog myself?

Owners want to help between appointments. Rather than seeing this as a threat, own it.

What age should a puppy have their first groom?

New puppy owners are anxious and eager, and they search this a lot. Answering warmly wins a client for the next fifteen years.

Seasonal searches

Grooming worries follow the seasons: muddy winter coats, the summer moult, whether to clip in the heat. These spike predictably, so they are easy to plan around.

A quick word on health questions

Some of what your clients google is health, not grooming: scratching, licking paws, shaking the head. The search demand is high, but anything that strays into a dog’s health is best pointed straight to a vet. You protect the dog, and you protect yourself. Stick to grooming, where your expertise is unmatched.

How to use this

Pick two or three questions you hear most from your own clients, and turn each into one simple post in your own voice, posted in the evening when people are actually searching. And when a client lands on your page with their question answered, make it easy to book there and then. A profile they can book through in a couple of taps means the moment they stop worrying is the moment they book.

FAQ: what dog owners ask after the salon closes

Straight answers to the most common questions, for dog owners searching after hours.

How often should a dog be groomed?

Most dogs need a full groom every 6 to 8 weeks, though it varies by coat. Curly and long-coated breeds like cockapoos and poodles often need grooming every 4 to 6 weeks, while short-coated breeds can go longer. Regular brushing at home between grooms keeps the coat healthy.

Why does my dog still smell after a bath?

A lingering smell after a home bath is often down to the coat not being fully dried, or to the ears, paws, or anal glands, which a bath does not address. A professional groom cleans and dries thoroughly and checks the areas a home bath usually misses.

How do I get mats out of my dog’s fur?

Do not cut mats out with scissors, as it is easy to catch the skin. Small tangles can sometimes be gently teased apart with a slicker brush and detangling spray, but tight or close-to-skin mats need a professional groomer, who can remove them safely and comfortably for the dog.

Can I groom my dog myself at home?

You can safely brush your dog, wipe their paws, and keep them clean between appointments. Clipping, thinning, nail trimming, and de-matting are best left to a professional groomer, who has the right tools and training to do it without hurting the dog.

What age should a puppy have their first groom?

A puppy can usually have their first proper groom once they are fully vaccinated, often around 12 to 16 weeks. Starting early with gentle introductory sessions helps a puppy get used to being handled, so grooming stays stress-free throughout their life.

Do dogs need grooming in winter?

Yes. Winter coats matt more easily from damp and mud, and a well-maintained coat insulates a dog better. Regular grooming through winter keeps the coat clean, tangle-free, and doing its job.