Headquartered in New York, New York, Instinct Dog Behavior & Training has helped thousands of dogs and owners co-exist together, happily and peacefully, in challenging urban environments by providing kind and practical dog behavior and training solutions.
Iceberg first began working with Instinct Dog Behavior & Training in 2017 to re-design their existing website and showcase their kind, passionate approach to dog training in urban Brooklyn and Manhattan. Instinct was becoming well known for making a positive impact in their community, ultimately rising to the top of the search rankings for dog training in Manhattan, and gaining national recognition.
With this came a growing customer base and a need for website additions that could highlight their expanding services and franchising opportunities. Over the years as the website grew in bits and pieces, it became clear that onboarding new franchisees was time consuming, and because different website additions were done at different times, the site lacked a cohesive design.
Together we set out to streamline the Instinct website, making it easier for users to learn about Instinct’s services and expertise, as well as find their local franchise. We introduced new, brighter branding elements, reorganized the entire sitemap and updated the footer layout to incorporate their national presence.
Each of the franchise sub-sites follows a structured layout that can be easily replicated when a new franchise location opens.
One of the challenges of re-designing the menu structure for a site this large is protecting the SEO footprint from the original site. Careful consideration was made to use the same URLs whenever possible and properly re-direct any old pages whose names had changed. It was also important to keep all of the Google Tag Manager data and events tracking in place.
Finally, we kept in place all of the original form integrations we built between the website and Instinct’s CRM.