BACKGROUND
The client is an overseas pet-services brand that needed an English website. The hard part of this industry is not the pages — it is the wording: competitors' prices are all over the place and services are described inconsistently. A pricing page set by gut feel either scares customers off or gives the service away.
It is also a textbook local business: customers search 'city + service', so the site has to catch long-tail searches city by city, not rely on one generic national service page.
APPROACH
Research before writing: we collected published prices and service terms from 38 competitors, cross-checked the ranges for each service tier, and wrote the brand's pricing pages around those verified ranges — customers see honest bands, and enquiries start from shared expectations.
The site is structured as a hub plus city service pages: the hub presents the brand and service system; each key city gets its own long-tail page aimed at local search, cross-linked with the pricing pages.
Brand details were finished as a set — including a branded 404 page — with one consistent visual and wording standard across the site, and ongoing operation after launch.
The showcase above is a design schematic of the project's visual structure and pricing approach; the project is anonymous at the client's request, so no public link is given.
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