Modernizing Digital Presence for a Canine Wellness Center
How a strategic website redesign helped a local pet rehab center improve clarity, trust, and user engagement.
The Canine & Feline Rehabilitation and Conditioning Center
Pet Care & Animal Wellness
Executive Summary
The Canine & Feline Rehabilitation and Conditioning Center, a specialized animal wellness provider, struggled with an outdated website that failed to reflect the high quality of its services. The site suffered from poor usability and low user engagement, hindering its ability to connect with pet owners.
Orange Owl Design executed a comprehensive website redesign focused on modernizing the visual aesthetic, clarifying service information, and building trust. The result is a professional, intuitive, and mobile-friendly platform that effectively communicates the center’s expertise and encourages potential clients to seek care.
Client Background
The Canine & Feline Rehabilitation and Conditioning Center is a local provider of specialized therapeutic services for pets. The center focuses on offering both in-clinic treatments and at-home exercise programs, positioning itself as a unique partner in pet wellness. Their primary goal is to be easily discoverable online by pet owners in need of rehabilitation services and to clearly articulate their unique value proposition compared to other practitioners.
Challenge
The center's existing digital presence was a significant barrier to growth. The primary challenges were threefold:
- Outdated Design: The website’s aesthetic did not align with the professional, high standard of care provided by the center, potentially eroding visitor trust.
- Poor Usability: Pet owners found it difficult to navigate the site to find essential information about treatments, staff, or how to make contact.
- Low Engagement: The site lacked clear calls-to-action (CTAs) and trust-building elements like testimonials or success stories, resulting in low conversion from visitor to client.
Old homepage lacked hierarchy and CTAs
Approach
To ensure the new design aligned with the client’s vision, the project began with a strategic discovery phase centered on a branding survey. This process defined the core brand direction:
- Brand Identity: The client expressed a preference for a “classic” and “necessity-focused” feel, guiding the design toward a professional, understated layout focused on clarity and function over trendy aesthetics.
- Visual Direction: A color palette of blue and white was selected to evoke a sense of calm, clinical trust. Typography was chosen to be friendly and modern (Nunito) for body text, with an elegant serif (Orpheus Pro) for headings to add a touch of class.
- Content Strategy: The client’s description of their brand shaped the content and navigation. The focus was placed on clear service information, authentic imagery, and personalized copy that highlighted their unique in-clinic and at-home therapy model.
Original brochure content used as a base for the website
Solution
- Visual Design: A calming, clean layout was created using the defined color palette, welcoming imagery, and a clear type hierarchy to improve readability and professionalism.
- Navigation & UX: The site structure was completely streamlined, allowing users to intuitively find information on treatments, staff biographies, and contact details. The new design is fully responsive, ensuring an optimal experience for on-the-go pet owners using mobile devices.
- Content & Messaging: Service descriptions were rewritten with concise, benefit-driven language. AI tools like Copilot were utilized to rework page content for clarity, tone, and easy translation to a web format.
- Trust Builders: Testimonials and real success stories were integrated throughout the site to build credibility and strengthen the connection with prospective clients.
- Branding Assets: Custom logo assets were created in both light and dark versions for versatile use across the site, including the favicon and other brand touchpoints.
New mobile view improves access for pet owners
Visual Design
Content Strategy
Navigation & UX
Trust Builders
Discovery & Brand Direction
To ensure the redesign aligned with the client's vision and goals, I began with a short branding survey.
Preferred Colors
"Blue and white" — calming, clinical, trustworthy.
This confirmed the direction for the color palette: cool tones with plenty of white space.
Typography
Headings: Orpheus Pro
Body: Nunito, 18px base size
Style: Friendly, modern sans-serif for content; elegant serif for headings
Website Purpose
"Be able to find me, able to see what makes me unique to other rehabilitation practitioners."
How would you describe your brand to a friend?
"Provide both in-clinic rehabilitation and teach clients exercises to continue therapy at home."
This shaped both the navigation structure and content strategy emphasizing clear service info, authentic photos, and personalized copy.
Visual Style Preferences
Rated a 2 (leaning classic)
Rated a 1 (strongly necessity)
- A professional, understated layout and not overly trendy
- Function-first design focused on clarity and usability.
- Messaging that emphasizes essential care over indulgence
Results
The project successfully transformed the center’s outdated website into a modern, persuasive, and user-centric digital platform. While specific quantitative metrics were not the primary focus, the redesign achieved all of its strategic goals. The new site now accurately reflects the quality and professionalism of the center’s services.
The improved navigation and mobile experience make it easier for pet owners to find help, and the inclusion of trust-building content helps convert visitors into clients. The final product is a flexible, custom-built website that works as hard as the client does.
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