Client

Pets in a Pickle

Sector

Insurance

Target Type

B2B & B2C

Demographic

Pet Owners

Lead Time

4 weeks

Website Goal

Engage and attract new customers, convert visitors into enquiries

Services

UX/UI Design, WordPress Development, SEO Strategy, Conversion Rate Optimisation, Marketing Messaging

The Challenge

Pets in a Pickle is a trusted UK pet insurance provider with a strong sense of community. Their brand is fun, bold, and family-oriented — but their website didn’t reflect it.

The old site struggled with:

Outdated design and limited brand expression
Confusing navigation for busy pet owners
Low enquiry conversion rates
Weak SEO visibility in a competitive insurance market
Difficulty managing content and marketing in-house

The objective was clear: deliver a website that captured the playful spirit of Pets in a Pickle while driving enquiries and supporting long-term growth.

Discovery and Technical Review

Our process began with a review of user needs, technical requirements, and the brand’s bold identity.

WordPress chosen for scalability and ease of content management
UX audit to simplify the enquiry process and user journey
Wireframes created to highlight CTAs and key conversion paths
SEO review to identify high-value insurance keywords and gaps in rankings

The foundation was set for a website that was both fun and functional.

UX and Design Research

The design phase focused on balancing a friendly community feel with a clear path to enquiries.

Prototypes tested navigation flows for quote requests
Bright, playful visuals brought the brand voice online
CTAs strategically placed to encourage quick action
Mobile-first design for pet owners on-the-go

The result was an engaging digital experience aligned with Pets in a Pickle’s identity.

Marketing & SEO Strategy

A site that looks good also needs to perform. Our SEO and marketing strategy ensured the new platform could be found by the right audiences.

Keyword research targeting “pet insurance UK” and related search terms
On-page optimisation of metadata, headings, and content
Technical SEO with fast load speeds and schema markup
Content migration with redirects to preserve rankings
Conversion tracking to measure enquiry growth

The Solution

We delivered a bespoke WordPress website that is bold, fast, and easy to manage.

Custom CMS
Simple backend for Pets in a Pickle to manage marketing, SEO, and content updates.
Mobile-first design
Responsive layouts for pet owners browsing on any device.
Playful visuals
Graphics and colours that highlight the community-driven brand.
Optimised enquiry flow
Streamlined quote journey with strong CTAs.
SEO-friendly structure
Improved rankings and increased visibility in a competitive insurance market.

The Results

The new website quickly delivered measurable improvements:

+45

increase in online sales within 3 months

+50

growth in website traffic (40% from organic search)

+35

increase in enquiries

Scope

– UX & UI Design
– WordPress Development
– SEO Strategy
– Conversion Rate Optimisation
– Marketing Messaging

Resources

1 × SEO Strategist
1 × Marketing Strategist
1 × Website Designer
1 × WordPress Developer
1 × QA Tester
1 × Project Manager
1 × Content Writer

Conclusion

Pets in a Pickle’s new website blends fun branding with serious performance. The scalable WordPress platform gives their team full control, while the playful UX and SEO-driven design have boosted enquiries and sales. Pets in a Pickle is now firmly established as a standout name in the UK pet insurance market.

Visit the website

Case Study: Pets in a Pickle – WordPress Web Design, UX & SEO for Pet Insurance