Pet Supplies Plus

A Fresh Approach to Pet Supplies Plus: Rebuilding a Franchise Website

Overview

Pet Supplies Plus revamped its franchise website to create a mobile-first, user-friendly experience that effectively conveyed the brand’s story and attracted qualified franchise leads.

By focusing on data-driven design, clear messaging, and responsive functionality, the site successfully increased conversions and engagement across all devices.

INDUSTRIES

Pet Retail
Franchising

ROLE

Senior UX/UI Designer

DISCIPLINES

UX / UI
Brand Identity

TIMELINE

2019

TOOLS

Sketch
InVision

A Beloved Brand, in Need of a Modern Web Experience

Pet Supplies Plus (PSP), a top-ranked pet industry franchise, wanted to revamp its franchise opportunity website to better engage potential owners. Their goal was clear: increase qualified leads and conversions across desktop, tablet, and mobile. The existing site lacked modern functionality, a clear user flow, and a design that matched the friendly, approachable nature of the brand.

Our challenge was to create a mobile-first, responsive site that would not only drive leads but also convey the heart of PSP, a business rooted in passion, animals, and community.

A Data-Driven, User-Centered Approach

Understanding the Core Needs

PSP needed a fresh design that mirrored their consumer brand. But we had to balance aesthetics with functionality, this was a B2B site, after all. Franchise owners needed straightforward, informative content that helped them quickly assess whether this was the right business opportunity for them.

Our solution? A clean, mobile-friendly design steeped in data-driven insights, focused on increasing SEO and SEM performance, and creating a user journey that was easy to follow.

Design Decisions

We incorporated brand elements, typography, color palette, and iconography, to ensure the site felt familiar yet professional. The structure of the site was key. With the target audience in mind, we prioritized the most important content: a clear explanation of PSP’s story, the benefits of franchise ownership, and easy access to the lead form.

Creating an intuitive layout was crucial to ensure users could navigate quickly and effortlessly, particularly on mobile devices. Every page needed to guide potential franchise owners toward conversion without feeling like a hard sell.

Execution: From Wireframes to High-Fidelity Prototypes

Starting with Wireframes

After we outlined the sitemap and content strategy, I dove into creating wireframes for both mobile and desktop experiences. These low-fidelity wireframes helped the team align on site structure and layout, ensuring that essential elements were in place to drive user action.

We focused on making the user journey as frictionless as possible, clear call-to-action buttons, visible contact options, and well-organized content that made it easy to understand the franchise opportunity.

High-Fidelity Prototypes: Bringing It to Life

Once the wireframes were approved, I translated them into high-fidelity prototypes in Sketch. This stage allowed us to refine the design based on stakeholder feedback and iterate on the look and feel of the site. The goal was a modern, professional design that still felt friendly and accessible, a reflection of the Pet Supplies Plus brand.

The Results: A Site That Works

When the new Pet Supplies Plus website launched, it delivered exactly what the brand needed, exceptional growth and franchise expansion.

  • Qualified Lead Surge: The percentage of qualified leads skyrocketed from 4% to 35%, all while maintaining consistent traffic.

  • Franchise Growth: New franchise ownership surged, with a 129% increase in new Franchise Owners, a 600% rise in multi-unit signings, and a 178% boost in new franchise store openings.

  • Expanding Footprint: Since the website's launch, Pet Supplies Plus has grown from 504 franchises in 2020 to 732 in 2025, a testament to the site's impact.

Strategic Enhancements Driving Success:

  • Compelling Value Proposition: Potential franchisees could quickly grasp the PSP brand story and the advantages of ownership.

  • Seamless User Experience: Intuitive navigation ensured users could find essential information effortlessly across all devices.

  • Optimized Lead Capture: A prominently positioned lead form made it easy for prospects to take the next step.

By combining strategic design, user-focused functionality, and clear messaging, the new website became a powerful catalyst for franchise growth.

Lessons Learned: Data, Preparation, and Timing

Focus on Data

Analyzing user data and Google Analytics helped us identify areas for improvement. We focused on optimizing the user experience where it mattered most, ensuring the final design would yield maximum ROI.

Planning Ahead

One lesson learned was the importance of preparing fresh photo and video assets ahead of time. These visuals could have been incorporated into the site from the start, helping to tell the Pet Supplies Plus story in a more engaging and dynamic way.

Mobile-first

In the end, the revamped Pet Supplies Plus franchise opportunity website did exactly what it was designed to do: attract and convert potential franchise owners. The mobile-first, responsive approach ensured that the site performed well across all devices, while a focus on clear, engaging content provided the right information at the right time.

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