Pet Advice
The objective of this project was to design and develop a new Pet Advice hub for articles on the VetPartners UK website. The hub was created to provide pet owners with trusted advice while improving the site’s SEO performance, accessibility, and overall user experience.
I began by conducting extensive competitor research, including heuristic analysis and keyword research, to identify opportunities for improvement and establish best practices. From there, I produced wireframes for stakeholder approval, followed by the final design, which was handed over to the development team.
Although the initial design phase has been completed, I remain actively involved in the project, working closely with the content and social media teams to ensure articles are published in-line with campaign schedules, and follow SEO best practices.
Skills: UX Design • UI Design • Content Strategy • SEO Keyword Research • Heuristic Analysis • Accessibility • Analytics
Tools: Figma • Semrush • Ahrefs • AccuRanker • Google Search Console • WordPress • GA4
SEO
I conduct keyword research (primarily using Semrush) to understand how users are searching for specific topics. These insights guide how I write headings, alt text, and meta tags, ensuring all content is optimised, follows SEO best practice, and aligns with the article’s tone and messaging. I also monitor the performance of published articles to gain further insights and opportunities for further growth.
Design
The design approach was mobile-first, with a strong focus on SEO and accessibility. Key features include:
- Relevant and keyword-optimised page headings and subheadings.
- Breadcrumb navigation for improved usability and SEO.
- Tags to support topic organisation and content discovery.
Jessica Willan 