Squarespace Web Design for Ancillary K9 in Denver, United States
Estimated Completion: Approximately 8 weeks
Live Website Link: www.ancillaryk9.com
Scroll through the homepage below:
Introduction
Ancillary K9, a trusted dog trainer in Denver specialising in behavior and aggression, recognized the need to update their website to better reflect their expertise and connect with potential clients. We had built their former website a few years back but they partnered with us again to perform a comprehensive website refresh and health check in a bid to enhance usability, design consistency, and conversion optimization to ensure that they are effectively communicating their value proposition.
Client Background
Ancillary K9 is a team of dog behavior and aggression experts based in the United States. They offer intensive, short-term training programs designed to deliver rapid and significant behavioral changes. Whether dealing with a destructive new puppy or a long-time companion exhibiting aggression, Ancillary K9 provides personalized solutions to help dog owners feel less overwhelmed and more in control. Their commitment to excellence has made them a trusted name in the Denver area for dog training services.
Project Goals and Objectives
Comprehensive Website Review: Analyze the existing website to identify areas for design improvement and address any inconsistencies across pages.
Usability Optimisation: Enhance the site's usability by ensuring accessible call-to-actions (CTAs) are strategically placed throughout.
Design Facelift: Update the site's aesthetic using new Squarespace features to give it a modern and engaging look.
Consistency and Cohesion: Perform a health check to ensure design consistency across all pages and responsiveness on different devices.
Blog Enhancement: Standardize blog post designs and layouts to create a solid template for future content.
Visual Content Improvement:
Transform text-heavy sections into more visual elements.
Highlight quotes and statistics to make content more skimmable.
Media Features: Add logos of magazines and media outlets where Ancillary K9 has been featured to build credibility.
Hero CTAs: Ensure each page header functions as a landing page with a compelling hero CTA.
Testimonials Integration: Incorporate Google Reviews throughout the site to showcase client satisfaction.
Email Capture Implementation: Add an email subscription option at the end of each blog post to encourage newsletter signups.
Conversion Rate Optimization (CRO): Identify opportunities to improve the site's conversion rate.
Technical Enhancements:
Clean up redirects.
Implement conversion tracking.
Integrate a scheduling widget.
Fix and optimize any added custom code.
Project Scope and Requirements
Platform: Squarespace
Access: Worked on a duplicate site to make changes without affecting the live site.
Assets Provided:
Access to the current site for review.
In turn, we provided a new markup and design notes.
Design Preferences:
Inspiration from recent sites under Spaceworks’s Website’s ‘work’ section, specifically the designs of 17 Sport and BBH.
Interest in a floating 'Schedule a Call' button similar to the one on the Spaceworks website.
Design and Development Process
Discovery Phase
We began by conducting a thorough analysis of Ancillary K9's existing website to understand its current state, strengths, and areas for improvement. Key activities included:
Content Audit: Reviewed all pages for content relevance, accuracy, and effectiveness.
Design Assessment: Identified any inconsistencies in design elements such as fonts, colors, and layouts.
Usability Evaluation: Tested the site's navigation, CTA placements, and overall user experience.
Technical Review: Checked for broken links, redirect issues, and responsiveness on various devices.
Strategy Formulation
Based on our findings, we developed a comprehensive plan to address the identified issues:
Design Refresh: Update the site's look and feel to be more modern and engaging, leveraging new Squarespace features.
User Experience Enhancement: Improve navigation and CTA placements to guide users effectively.
Content Visualization: Transform dense text sections into visually appealing formats.
Trust Building: Integrate testimonials and media logos to enhance credibility.
Conversion Optimization: Implement strategies to increase newsletter signups and service inquiries.
Design Implementation
Homepage Revamp:
Hero Section: Created a compelling hero image with a clear and impactful CTA, "Get a Free Consultation."
Visual Elements: Replaced text-heavy bullet points with icons and infographics to illustrate key services and benefits.
Featured Media: Added a scrolling carousel of logos from magazines and media outlets featuring Ancillary K9.
Consistency Across Pages:
Standardized fonts, color schemes, and button styles.
Ensured uniform header and footer designs.
Blog Template Creation:
Developed a consistent layout for all blog posts, including featured images, headings, and typography.
Added an email capture form at the end of each post for newsletter subscriptions.
Testimonials Integration:
Embedded Google Reviews on key pages, such as the homepage and services pages.
Used a slider format to showcase multiple testimonials without overwhelming the page.
Page Headers as Landing Pages:
Designed each page header to include a hero image or background, a concise value proposition, and a CTA.
Floating 'Schedule a Call' Button:
Implemented a sticky CTA button that remains visible as users scroll, as inspired by Spaceworks website.
Visual Enhancements:
Highlighted quotes and statistics in stylized blocks to draw attention.
Used high-quality images of dogs and training sessions to create emotional connections.
Technical Development
Scheduling Widget Integration:
Embedded a scheduling tool to allow clients to book consultations directly from the site.
Conversion Tracking Implementation:
Set up Google Analytics and conversion tracking to monitor user behavior and measure the effectiveness of CTAs.
Redirects and Code Optimization:
Cleaned up any unnecessary redirects to improve site speed and SEO.
Reviewed custom code snippets for efficiency and compatibility with current web standards.
Responsiveness Testing:
Ensured the site displays correctly on various devices and screen sizes, including desktops, tablets, and smartphones.
Challenges and Solutions
Challenge: Integrating Google Reviews Seamlessly
Solution: Used a reliable plugin compatible with Squarespace to embed Google Reviews. Customized the display to match the site's aesthetics, ensuring it didn't disrupt the overall design.
Challenge: Ensuring Consistency Across a Variety of Pages
Solution: Developed a style guide outlining the use of fonts, colors, button styles, and image treatments. Applied this guide rigorously across all pages.
Challenge: Improving Site Load Times Despite Added Features
Solution: Optimized all images and media files for web use without compromising quality. Minimized the use of heavy scripts and ensured all custom code was clean and efficient.
Key Features and Highlights
Modernized Design: The site received a visual overhaul, resulting in a clean, modern look that appeals to the target audience.
Enhanced User Experience:
Intuitive Navigation: Simplified menu structures and clear pathways to important information.
Prominent CTAs: Strategically placed CTAs guide users toward desired actions, such as scheduling a consultation or signing up for the newsletter.
Visual Content:
Infographics and Icons: Represent services and benefits in a visually appealing manner.
Highlighted Quotes and Stats: Key information stands out, making content easily skimmable.
Testimonials and Trust Signals:
Google Reviews: Real-time testimonials build trust and credibility.
Media Features: Displaying logos of magazines and outlets that have featured Ancillary K9 enhances reputation.
Technical Enhancements:
Scheduling Widget: Clients can book appointments directly, streamlining the process.
Conversion Tracking: Allows for data-driven decisions to further optimize the site.
Mobile Responsiveness: The site performs seamlessly across all devices, ensuring a positive experience for all users.
Visual Portfolio
Results and Impact
Improved User Engagement:
Increased time spent on the site due to more engaging content and visuals.
Lower bounce rates as users find the site easier to navigate and more informative.
Higher Conversion Rates:
More inquiries and consultation bookings through the enhanced CTAs and scheduling widget.
Growth in newsletter subscriptions via the email capture forms on blog posts.
Enhanced Brand Perception:
The modern design and professional presentation elevate Ancillary K9's brand image.
Displaying media features and testimonials builds trust with potential clients.
Better SEO Performance:
Improved site speed and mobile responsiveness contribute to higher search rankings.
Consistent blog posting with optimized templates enhances content discoverability.
Client Testimonial
I worked with Dylan and his team a few years ago to move my website from WordPress to Squarespace and refresh the design. They did such an excellent job that I rehired them to refresh and update the design recently. Once again, I am extremely satisfied with the results. Dylan and his team are professional, attentive to detail, and great at translating my vision into a clean, modern design. I highly recommend them for any web design or platform transitions — D R
Our second collaboration with Ancillary K9 resulted in a website that not only looks great but also functions effectively as a marketing and communication tool. By focusing on user experience, visual appeal, and technical optimization, we've helped Ancillary K9 strengthen their online presence and better connect with their audience. This project highlights the impact a comprehensive Squarespace website refresh / redesign can have on a business's growth and client engagement.
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Contact us today to discover how we can transform your website into a powerful tool for your business.
SEO Best Practices Implemented
Keyword Integration:
Incorporated relevant keywords such as "dog trainer in Denver," "dog behavior experts," and "aggression training for dogs."
Structured Headings:
Used H1, H2, and H3 tags appropriately to improve content hierarchy and search engine understanding.
Meta Descriptions and Title Tags:
Crafted unique and compelling meta descriptions and title tags for each page to enhance click-through rates.
Image Optimization:
Compressed images and included descriptive alt text to improve load times and accessibility.
Mobile-Friendly Design:
Ensured the site is fully responsive, enhancing user experience and search rankings on mobile devices.
Site Speed Optimization:
Minimized code and optimized media to improve page loading times.
Content Quality:
Enhanced readability with skimmable content, bullet points, and highlighted sections.
Internal Linking:
Strategically linked related pages and blog posts to guide users and distribute link equity.
Note: This case study is part of our portfolio showcasing recent projects where we've helped businesses enhance their online presence. To explore more of our work and see how we can support your digital goals, visit our portfolio page.
