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The Renowned Pet Gear Company initially approached Ruby Digital to refresh and enhance their website, ensuring it better reflected their brand, served as a trusted source of information for their audience, and supported both brand awareness and loyalty.
As part of Phase 1, we implemented a strategy that included both website enhancements and SEO services, such as on-page and off-page optimisations. Phase 2, implemented several months later, focused on making the website more regionally optimised and user-friendly, including enhanced filtering and navigation features.
Competitors of Client X offered a wider range of products and targeted more focused markets, while the brand operates across multiple countries. Their existing website was outdated and had several weaknesses, requiring significant updates to improve SEO performance and mobile usability. Additionally, low organic traffic was a challenge, impacting one of the primary goals: educating users about products while driving sales and conversions.
Phase 1 of the website development project focused on refreshing the Global Pet Brand’s site to meet their goals, creating an interactive, engaging, and easy-to-navigate user experience, while ensuring full mobile accessibility and SEO optimisation.
Phase 2 introduced country-specific functionality, including the creation of an Australian subdirectory accessible via the country selector. Product filtering was also improved for the South African (/en-za/) and Australian (/en-au/) sites to improve usability across markets.
Alongside the web development work, we implemented a comprehensive SEO strategy, covering both on-page and off-page optimisations. This included analysing competitor keywords and referring domains, mapping and integrating relevant keywords, and enhancing website content to improve organic visibility and drive traffic.
