TomboyX was concerned that an external agency wouldn’t capture the strong brand voice and vision they’d carefully created. They wanted to grow their e-commerce sales—but not at the expense of letting go of their core message and audience.
Revitalizing the Ecommerce Experience for The Missing Link Pet Food
By the time The Missing Link began working with us, they had already built a following within the pet food industry.
Their pet supplements and solutions are beloved among pet parents and their fur-kids who felt there was a nutritional void that was created by most commercial pet foods. The only aspect of The Missing Link’s repertoire that was missing was a modern, responsive, and user-intuitive e-commerce presence. That’s where we came in.
Our mission heading into the project was to:
- Design and develop an e-commerce site that was as user-friendly on the frontend as it was in the WordPress backend
- Build an e-commerce experience that spoke to both avid users of the brand as well as newcomers seeking a better solution for their fur-kids
- Create not only a website, but a foundation for the brand to utilize as a means of generating brand awareness to a retargeted audience of millennials
- Create an e-commerce marketplace that looked great in terms of design, and was also built for efficient marketing.
One of the main points of emphasis that drove the design of the website was brand awareness. Because The Missing Link was in the process of re-tailoring their company to appeal to a millennial crowd, it was important to take into account those newer users who have never used or even heard of The Missing Link.
The team put a focus on generating SEO-optimized content that educated users on The Missing Link’s products, how they’re made, and really putting your pet’s health at the forefront. We found that the best way to present that content was through a simplified and direct user interface and experience. A responsive full-width layout and complementary use of vibrant and neutral colors is what allows users to be able to effectively navigate the website.
The content that the team produced to live on the site educates the users about the topic and serves as an added design aesthetic for the site. All of the content was styled and placed deliberately keeping in mind the brand’s identity, their offering, and the millennial audience they aim to reach.
As with all e-commerce platforms, you want users to convert – specifically,
you want users to buy. The challenge for us was to create a comprehensive balance with the number of regular, e-commerce product pages and non-product pages that are meant for content creation and re-iteration, SEO rankings, and educating the user all at the same time. Our approach to this was to utilize internal links from those pages to various relevant, strategically-placed aspects of the site.
We worked with The Missing Link’s team to create a fully-responsive e-commerce solution to help support their marketing efforts — one that properly represented The Missing Link not only as a brand, but also as an experience, and as a lifestyle. Its pages and the web copy that lives on them are ever-building in SEO value, which drives up visibility and thereby users to the website.
We’re far from “one hit wonders”.
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