VetCS
Veterinarian-owned pet wellness brand focused on science-backed products for dogs, cats, and horses.
My Role: Ecommerce strategy, Shopify development, SEO, conversion optimization, site architecture, email marketing, product launches, photography, video, and ongoing digital strategy.
VetCS
A pet wellness brand built on clean, science-backed formulas.
What I Did: Packaging, photography, video, website updates, SEO, and ongoing creative support.
Project Overview
VetCS is a veterinarian-owned pet wellness brand serving dog, cat, and horse owners nationwide. As the business has grown, my work has evolved from creative and website support into an ongoing ecommerce partnership focused on improving the customer experience, organic visibility, and performance of the Shopify store.
Most recently, this included rebuilding the site on Shopify's Horizon theme while preserving existing SEO equity, improving site architecture, strengthening collection and product pages, and creating a more flexible foundation for continued growth.
My Role
I lead ongoing Shopify development, e-commerce strategy, SEO, website optimization, and digital content for VetCS. My work spans site architecture, UX, collection and product merchandising, landing pages, email marketing, search, analytics, photography, video, and evaluating new e-commerce tools and technology.
Goals
Modernize the Shopify experience without sacrificing existing SEO equity.
Improve site architecture, navigation, and product discovery.
Strengthen product and collection pages for search and conversion.
Create a faster, more flexible foundation for ongoing ecommerce growth.
Improve customer journeys through landing pages, email, search, and content.
Continuously evaluate performance and identify opportunities to improve the customer experience.
Content built for a stronger e-commerce experience.
Shopify Rebuild & UX
I rebuilt the VetCS storefront on Shopify's Horizon theme, creating a cleaner, more flexible foundation while protecting the site's existing search presence. The project went beyond visual updates, with a focus on site architecture, navigation, product discovery, collection structure, and the overall customer journey.
- Rebuilt the storefront on Shopify Horizon
- Restructured navigation and collection architecture
- Improved product and collection page experiences
- Strengthened internal linking and product discovery
- Created reusable sections for easier ongoing merchandising
- Preserved existing URLs and SEO equity during the transition
SEO & Organic Growth
SEO has been an ongoing part of the VetCS ecommerce strategy. My work focuses on strengthening site architecture, improving on-page optimization, and creating useful content around how pet and horse owners actually search. The goal is to build sustainable organic visibility while making the site easier for customers to understand and navigate.
- Optimized titles, meta descriptions, headings, and on-page content
- Improved collection structure, internal linking, and crawl paths
- Developed search-focused content around high-intent customer questions
- Protected existing organic visibility during the Shopify theme rebuild
- Achieved documented Google rankings including #1 for “CBD for horses”, #1 for “CBD for pets”, and top 3 for “CBD for dogs”
Documented organic search result showing VetCS ranking #1 for “CBD for horses.”
Let’s Build Something That Lasts
If you want a grounded creative partner who keeps things simple and communicates straight, I’m here. Let’s make something clear, useful, and built to hold up over time.