How a Squarespace Refresh Helped Doggi Grow Into Their Next Chapter
When Doggi came to us, their brand was already solid. Good colours, a personality that suited them, a name people remembered. What they needed was a website that could grow alongside them, as Doggi expanded their services and reached a wider audience.
This is one of the most common reasons a business ends up in our inbox: the brand is working well, but it's time for the website redesign to reflect the next chapter of the business.
The brief
Doggi didn't want a full rebrand. They wanted a website that worked for their growing business, and did three specific jobs well:
Looked elevated and current, in a way that matched how far the business had come.
Made it easy for visitors to understand the full range of services on offer
Pushed people toward booking through Pet Manager, rather than defaulting to a phone call every time they had a question.
That last point is the one people underestimate. A beautiful website only does its full job when it can turn a visitor into a booking on its own, without every enquiry needing to go through the phone.
What a website refresh like this involves
For Doggi, it meant rebuilding their Squarespace site around how people should move through it: rethinking the structure so services were clear and easy to compare, designing pages that reflected the elevated feel they were after, and building a clear path from "I'm interested" to "I've booked" through Pet Manager, so the booking system was doing the work the phone used to.
What that looked like
Consolidating multiple pages into one clear services page, with FAQs that answer the questions people were previously calling to ask.
Updating the team page so it reflected who Doggis growing team
SEO optimisation throughout, so the right people can find Doggi on Google.
Refining the product pages with more detail, so visitors have what they need to make a decision without picking up the phone.
Adding testimonials, so the benefits of working with Doggi come through in other people's words
Using custom CSS to build unique sections that let each part of the site tell its own part of the story
None of that requires touching the brand identity. It requires a site that translates the brand properly and removes the friction between a visitor and a booking.
Why this matters if you're in the same spot
If your business has grown since your last website was built, this will feel familiar. New services, a wider audience, more going on than the site was originally set up to showcase. The brand's doing its job. The website just needs to catch up and start doing its share of the work too.
That's exactly what a Squarespace designer is for: not a redesign for its own sake, but building a site that matches where the business is now, and handles the selling and booking for you rather than sending everything back through your phone.
If your website's ready for its next chapter, we'd love to help you write it. Get in touch to chat about a refresh.
