Undertide
Case Study

Pet-focused business website

A multi-service business website restructured around pet transport, curated care, selected products, and a partner program — with CMS-backed architecture, trust-focused content, and long-term usability built in.

Client Project
Pet services businessMalaysiaSolution: Business Website →
Project snapshot
IndustryPet services business
Project typeBusiness Website
ScopeBusiness Website
Main challengeFour distinct service areas were presented without clear separation or hierarchy
OutputVisitors can now understand each service area immediately without confusion

Business context

A pet services business in Malaysia had expanded into four distinct areas — transport, curated selection, products, and a partner program — but the website presented everything as a flat, undifferentiated list that matched none of them.

The challenge

Four distinct service areas were presented without clear separation or hierarchy
Visitors could not understand the breadth of services or navigate to what was relevant to them
Trust signals were absent — no structured content explaining expertise, process, or care standards
The site could not scale as the business added new products, services, or partner relationships
The team had no way to update content independently without developer involvement

How Undertide approached it

Decision

Service architecture

Why it mattered

Each of the four core service areas — pet transport, curated selection, premium products, and partner program — was given its own dedicated section with structured content, clear positioning, and distinct visitor pathways.

Decision

Content hierarchy

Why it mattered

Information was reorganised so visitors could understand what each service involved, who it was for, and what to expect — without having to read everything. Key details were surfaced early; supporting information was layered below.

Decision

Trust-building content

Why it mattered

Care standards, service process explanations, and quality indicators were woven into each service page rather than isolated in a single ‘about’ section. Trust was built throughout the journey, not just at one point.

Decision

CMS implementation

Why it mattered

The entire platform was built on a CMS that the business team could manage independently — adding products, updating service details, and publishing partner content without needing a developer for every change.

What was delivered

CMS setup and implementation
Frontend build
Pet transport service pages
Curated pet selection and sales pages
Premium product presentation
Partner program support
Trust-led service communication

What improved

Measurable and observable changes after launch:

Visitors can now understand each service area immediately without confusion
Visitors can now find what is relevant to them through a clear content hierarchy
The business now has trust signals woven into every service page
The team can now manage products, services, and partner content independently via CMS
The business now has an architecture that supports new services without restructuring
Platform

Built on a CMS with structured content fields for each service area. The team manages products, service details, and partner content through an editorial interface — no developer involvement needed for day-to-day updates.

Related solution

Business Website

This project is an example of the Business Website format — a structured website build focused on service clarity, trust, and long-term usability.

View Business Website details →
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