Just Be Kind had a beautiful product and passionate customers, but their online presence wasn't doing them justice. Their existing website was clunky, hard to navigate, and failing to convert visitors into loyal customers.
We delivered a complete transformation: a ground-up Shopify rebuild, comprehensive content strategy, search engine optimisation that actually works, and a stunning packaging rebrand that reflects the quality of what's inside the bag.
The result? Sales doubled within twelve months. But more importantly, Arielle and her team can now focus on what they do best—making exceptional dog food—while their website does the selling for them.
The Challenge
When Arielle came to us, Just Be Kind was in a familiar but frustrating position. She had a genuinely excellent product—premium, ethically-sourced dog food that customers loved—but her business was being held back by:
- An outdated website that looked unprofessional and was difficult to navigate
- Poor search visibility—potential customers simply couldn't find them online
- Packaging that didn't reflect the premium quality of the product inside
- Technical issues causing lost sales and customer frustration
- No clear content strategy to educate and engage pet owners
- Manual processes that were eating up time better spent on the product
In Arielle's words: "It was all such a stressful mess."
What We Brought to the Table
Shopify Expertise
Rather than patching up the old site, we built a completely new online store from the ground up. We designed and developed a custom theme (the visual design and underlying code that makes a Shopify store unique) specifically for Just Be Kind's needs—ensuring it loads quickly, works beautifully on mobile, and guides visitors naturally toward making a purchase.
Content Strategy
Great products deserve great storytelling. We developed a comprehensive content plan covering everything from product descriptions that actually sell, to educational blog posts that establish Just Be Kind as trusted experts in pet nutrition. Every word was crafted to connect with dog owners who care deeply about what they feed their pets.
Search Engine Optimisation
We conducted thorough research into what pet owners are actually searching for, then optimised every page to appear when it matters most. This isn't about tricks or shortcuts—it's about making sure Google understands exactly what Just Be Kind offers and why it's relevant to people searching for premium dog food.
Brand & Packaging Design
The physical product is the first thing customers interact with—it needed to make a statement. We created a complete packaging redesign that communicates quality, care, and the brand's ethical values at a glance. On the shelf or in a delivery box, Just Be Kind now looks as good as it tastes (to dogs, anyway).
The Solution
We approached this as a complete transformation rather than a quick fix. The new Just Be Kind online store was built with several key principles:
- Speed that sells: Fast-loading pages that keep visitors engaged rather than waiting. Research shows that even a one-second delay can significantly reduce sales, so we optimised everything from images to code.
- Mobile-first design: Over 70% of online shopping now happens on phones. The new site looks stunning and works flawlessly on any device.
- Intuitive navigation: Customers can find what they need in seconds, whether browsing by dog size, dietary requirements, or simply exploring the range.
- Trust-building content: Detailed ingredient information, sourcing transparency, and genuine customer stories that help hesitant buyers feel confident.
- Streamlined checkout: Fewer clicks, clearer pricing, and multiple payment options to reduce abandoned carts.
- Built for growth: The store is designed to scale. Adding new products, running promotions, or expanding into new areas is straightforward.
Behind the scenes, we set up proper analytics (tools that track visitor behaviour) so Arielle can see exactly what's working and make informed decisions. No more guessing.
Results
I couldn't be happier with everything the team have done for us. It was all such a stressful mess before and Rich came along like a breath of fresh air to fix it all.
Arielle, Founder, Just Be Kind
Key Takeaways
A Great Product Deserves a Great Platform
Just Be Kind was already making exceptional dog food. The website's job is to communicate that quality and make purchasing effortless. When the online experience matches the product quality, customers notice—and sales follow.
SEO Is a Long Game Worth Playing
Rather than paying for ads indefinitely, we invested in making Just Be Kind visible in organic search results. This means ongoing traffic from people actively looking for premium dog food—without ongoing advertising costs.
Brand Consistency Builds Trust
From the packaging to the website to the email confirmations, every touchpoint now feels unmistakably Just Be Kind. This consistency builds recognition and trust, turning first-time buyers into loyal customers.
Technology Should Reduce Stress, Not Add To It
The new Shopify store runs itself. Arielle spends less time fighting with her website and more time doing what she loves: creating nutritious food for happy dogs.
Ready to transform your e-commerce business?
Whether you need a complete Shopify rebuild, a brand refresh, or SEO that actually delivers results—let's talk about what's possible.
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