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A complete rebrand and 7-page marketing website, designed and built for a pet nutrition and holistic health consultation company.
Client
Darleen Rudnick, Owner and Founder of For Pet Health
Role
UX Designer, Brand Strategist, Webflow Developer, Copy Collaborator
Timeline
Estimated 6 to 8 weeks, completed in 4 weeks
Tools
Figma, Webflow, Calendly, Google Business Profile
Outcome
Premium brand identity, logo redesign, marketing website, CMS article library, SEO setup and redirect strategy, three third-party integrations, domain connection and launch.
For nearly 40 years, Darleen Rudnick has helped pet owners navigate some of the most frightening moments of their lives. A dog having weekly seizures. A cat wasting away despite multiple vet visits and hundreds of dollars spent. A family out of options, turning to Google at midnight, desperate for something different. For those people, Darleen has been the answer.
The problem was that no one could find her anymore.
Darleen had previously operated PurelyPets.com, one of the earliest online pet health and nutrition businesses, which ranked first or second on Google for searches like 'treating seizures naturally in pets.' When she sold that business and rebuilt her practice under For Pet Health, she built her new site herself on Wix. The result was a site that looked unpolished, loaded slowly, and had lost almost all of its search visibility. A library of 15 expert-written articles, nearly four decades of credentials, and 32 genuine client success stories were sitting on a platform that Google could barely read. The women searching for exactly what Darleen offers were not finding her.
DECISION 1
Webflow over Wix
RATIONALE &TRADEOFF
Rebuilding in Webflow rather than redesigning within Wix was the single most impactful technical choice. Webflow produces clean, W3C-compliant HTML that Google reads more effectively, supports a built-in redirects manager for recovering lost URL equity, and allows for precise responsive design without platform constraints.
Tradeoff: Higher upfront build investment and a steeper learning curve for the client, mitigated by a recorded walkthrough handoff video.
DECISION 2
Keeping the existing domain and brand name
RATIONALE &TRADEOFF
Darleen expressed interest in rebranding during the discovery session. The recommendation was to retain forpethealth.com. The domain carries ten years of history and residual SEO authority. Starting fresh would mean beginning domain authority from zero, a meaningful cost for a part-time business focused on organic visibility.
Tradeoff: 'For Pet Health' is a moderately generic name, but strong content, a clean build, and proper SEO setup will outperform a keyword-rich name on a weaker platform every time.
DECISION 3
Full logo redesign over asset reuse
RATIONALE &TRADEOFF
The original logo was supplied as a low-resolution PNG. Investigation revealed the icon element was traced from a Shutterstock illustration rather than originally commissioned, raising intellectual property concerns. The decision was made to redraw the illustration from scratch as a clean vector, update the colors and typography to match the new brand system, and simplify the mark by removing the tagline.
Tradeoff: Added scope and time investment, but the result is a fully owned, scalable vector asset that works across all colorways, backgrounds, and use cases including favicon, email signature, and print.
DECISION 4
Emotional funnel over feature completeness
RATIONALE &TRADEOFF
Early scope conversations surfaced social media integration, a founding member program, and expanded marketing support. Each was assessed and deferred or removed. The decision was to build a focused, emotionally intelligent six-page site optimized for one user journey: distressed pet owner finds Darleen, trusts Darleen, books a consultation.
Tradeoff: A leaner site that leaves some growth levers untouched, but for a part-time practitioner who wants a steady trickle of consultations rather than scale, lean and focused is the right answer.
The home page is structured as a seven-section emotional journey: you found the right place, I understand what you are going through, here is who can help, here is what happens, here are the conditions she treats, others like you have seen results, book now. Every section removes a specific hesitation before the user reaches the booking CTA.
Darleen's brief called for warmth, femininity, and color. The final palette balances a softened deep plum as the primary brand color with warm eucalyptus and sage greens, cream and ivory backgrounds, and decorative botanical line work throughout. The result is a site with a genuinely distinctive visual personality that stands out in a space dominated by clinical white-and-green wellness aesthetics.
All 15 expert-written articles were migrated into a Webflow CMS collection with individual title tags, meta descriptions, and 301 redirects from the old Wix URLs. Each article renders from a single template page, meaning any sitewide update to the article header, disclaimer, or CTA propagates instantly across all 15 articles.
The Book a Consultation page is the simplest page on the site by design. A three-step expectations summary is followed immediately by the Calendly embed as the dominant page element. A secondary contact form below serves visitors with a question before committing. Nothing on the page competes with the two available actions.
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A 13-section standalone evaluation form was designed and built in Webflow to replace Darleen's existing Google Form. The redesigned form uses radio buttons and checkbox groups throughout to minimize character-limit concerns, includes a clearly signposted seizure section with a skip instruction for non-seizure clients, and produces a cleaner, more readable submission email for Darleen to work from.
Search Visibility Recovery
A complete SEO rebuild including page-level title tags, meta descriptions, schema markup, a 301 redirect strategy for all 15 article URLs, and a platform migration from Wix to Webflow positions the site to recover and exceed the visibility Darleen had with PurelyPets.com. Results to be tracked at 60 and 90 days post-launch.
Seamless Booking Experience
The Calendly integration replaced a multi-step manual process with a single-page booking flow, reducing the number of actions required to book from approximately five steps to two.
Client Confidence at Launch
Darleen described the final site as exceeding her expectations. A recorded handoff video and clean Webflow Editor setup means she can update copy and images independently without designer involvement.
Designer Growth
This project was my second real client engagement and my first full end-to-end delivery including brand identity, UX strategy, content architecture, Webflow build, CMS setup, three integrations, SEO configuration, and live domain launch. It confirmed that I can manage a complete project independently while maintaining professional standards throughout.
The most valuable lesson from this project was learning to hold my design instincts while genuinely serving a client's vision. My natural aesthetic leans minimalist: if it is not necessary, purposeful, or intentional, I take it out. Darleen's feedback pushed in the opposite direction: more color, more pattern, more icons, more warmth everywhere. The challenge was to honor her vision without abandoning the structural and accessibility principles the design was built on. We arrived somewhere neither of us would have reached alone, and the result is more distinctive for it.
Working with existing content rather than a blank slate required a different kind of discipline than I had practiced before. Darleen had 15 expert-written articles, 32 genuine testimonials, and decades of her own copy. The temptation throughout was to rewrite and polish. The right decision, almost every time, was to leave her words alone. Her voice is her strongest brand asset. My job was to build a stage worthy of it, not rewrite the script.
This project also taught me that the most important design decisions are often the ones that happen before a single pixel is placed. The discovery session, the information architecture, the emotional funnel logic, and the SEO redirect strategy all shaped the final outcome more than any visual choice I made in Figma. Good design starts with good thinking. The tool is the last part.
This is a full end-to-end client project encompassing UX strategy, brand refresh, content architecture, Webflow design and build, CMS setup, and SEO configuration for a real paying client in the holistic pet health space.
"I have been wanting to update my website for quite some time but really didn’t know what direction to go in as far as hiring someone. When I met Amanda, I knew she was the one I wanted to design my new website.
Our initial meeting was by phone and Amanda spent over an hour with me asking questions and really listening to my vision. I immediately picked up on her strong work ethic. This is important to me because a strong work ethic is hard to find and Amanda’s is exceptional. I was so impressed by how much she took an interest in my business and researched the age group of my clientele so she could build a website that would cater to the population I am trying to target.
I am not the most computer literate person, and I was impressed with Amanda’s patience with me. Her communication was excellent. She sent me videos on things that I needed to do and walked me through steps I had to take over the phone. She was able to communicate at my level of understanding which I appreciated.
Amanda originally told me the project would take 6-8 weeks, which seemed very reasonable. However, every step was completed ahead of schedule. My first contact with her was on June 3 and my website was up and running July 2.
I am absolutely thrilled with my new website, the colors, the logo she revised, the graphics, the layout, and the overall flow.
I would highly recommend Amanda to anyone looking for a talented web designer. She cares about her clients and takes pride in her work."
Darleen Rudnick
Client and Owner & Founder of For Pet Health
