Long-term development of a New York Scottish and British cat cattery website, including the original website, search optimization, design restoration following a series of inconsistent edits, structural improvements, and targeted SEO work focused on preserving established visibility.

ABOUT THE CLIENT/

PrettyFold is a home-based, TICA-registered cattery located in Staten Island, New York. The cattery specializes in Scottish Fold, Scottish Straight, and British Shorthair kittens and works with families across New York, New Jersey, Pennsylvania, Connecticut, and other states.

The kittens are raised inside the family home and receive appropriate veterinary preparation before adoption, along with registration documents, microchipping, health coverage, and continued breeder support.

Our collaboration with PrettyFold began in 2023 with the development of its cattery website and its initial search optimization.

THE CHALLENGE/

Following its launch, the website gradually developed stronger search visibility. Management of the project was later temporarily delegated to another member of the client’s team. A series of independent changes made without a unified design or SEO strategy disrupted the website’s visual consistency. Typography, layouts, and interface elements became inconsistent, while duplicated and contradictory content appeared across several pages.

At the same time, the website had already accumulated valuable search history and organic visibility. Rebuilding it without considering the existing structure could have placed its established rankings at risk.

The objective was to restore a professional and consistent presentation, organize the navigation and content, simplify ongoing website management, and introduce targeted SEO improvements without damaging the search foundation already in place.

THE SOLUTION/

The website was comprehensively redesigned in Wix Studio. A consistent visual system was restored across the project, including updated typography, colors, page composition, and responsive behavior. Disconnected elements were brought together into a cohesive experience that better represents the cattery and makes important information easier to find.

The structure was reorganized without unnecessarily removing useful legacy pages. Clear sections were created for available kittens, breeding cats, the adoption application, waitlist, pricing, purchase agreement, kitten care, feeding and supply recommendations, grooming, testimonials, gallery, blog and news, FAQ, and contact information.

Dynamic CMS pages were configured for available kittens and breeding cats. The owner can now publish images, breed, coat color, gender, date of birth, price, description, and current availability status without manually creating a new page layout for every kitten.

SEO work was completed selectively and with careful consideration of the website’s existing search history. Headings, metadata, content hierarchy, internal linking, and local relevance for New York and surrounding states were reviewed and improved. Conflicting content was corrected, indexing settings for dynamic pages were checked, and important updated URLs were resubmitted for crawling.

The user journey was also improved. Visitors can explore available kittens, open detailed profiles, review pricing and adoption terms, submit an application, or join the waitlist. Information about safe in-cabin delivery with an experienced flight nanny was added for families unable to collect their kitten in person.

WHAT WAS DELIVERED/

Wix Studio Redesign / Visual System Restoration / SEO Preservation / Targeted SEO Optimization / Dynamic Kitten Profiles / Cat CMS / Adoption Application / Waitlist / Pricing & Purchase Agreement / Kitten Care Guide / Blog & News / Testimonials / FAQ / Flight Nanny Delivery / Internal Linking / Indexing Review / Mobile Optimization

THE RESULT/

PrettyFold received a professional and visually consistent website that once again reflects the standard of the cattery and organizes a substantial amount of information into a clear system.

The new CMS structure simplified the publication of kittens and availability updates, while the redesigned adoption journey guides prospective owners from discovering the cattery to choosing a kitten, reviewing the terms, and submitting an application.

The website’s established search foundation was preserved while its content structure, internal linking, and opportunities for optimizing individual breeds, kittens, and educational materials were improved. The project is now significantly easier to maintain and expand without disrupting the visual system or page logic.