Pet health plan template
This project involved designing and building a new Pet Health Plan page template to be rolled out across a WordPress multisite network of over 240 veterinary practice websites. The goal was to create a user-friendly, mobile-first experience, that effectively promoted the plans, whilst improving SEO, accessibility, and conversion rates (CRO).
Working collaboratively with stakeholders, including the Pet Health Plan, Web, Content and Analytics teams, I was responsible for leading the SEO strategy and optimisation aspects of the project. This included ensuring that the design, structure, and content were aligned with SEO best practices.
Once launched, implemented Google Tag Manager and GA4 tracking to measure engagement, conversion, and overall page performance.
Skills: UX Design • UI Design • Content Strategy, • SEO Keyword Research • CRO • Heuristic Analysis • Accessibility • Analytics
Tools: Figma • Semrush • Ahrefs • AccuRanker • Google Search Console • WordPress • GA4 • Google Tag Manager
SEO
I conducted in-depth competitor research and heuristic analysis to identify opportunities for differentiation and performance improvement. Using tools such as Semrush, Ahrefs, and Google Search Console, I carried out keyword research to guide content structure and ensure the page was optimised for search visibility.
Jessica Willan 