petfinder.comvspetsmart.com

Petsmart edges out Petfinder modestly on homepage messaging, 67 to 57. Here's where the gap comes from.

Petfinder is clearer about what it does (56 vs 38 on clarity). Petsmart is better at saying who it's for (ICP: 50 vs 0). Petsmart's targeting is decent, while Petfinder's is absent.