MUTTS & HOUNDS / DIGITAL GROWTH

Search, content and commerce—built to work together.

For Mutts & Hounds, Savoir connected organic discovery with a stronger ecommerce journey, brand storytelling and community-led growth.

SEOContentEcommerceCommunity

Two small dogs wearing knit sweaters beside a green upholstered stool

Golden dog playing with a black-and-white patterned bone toy

Small cream dog standing beside a striped bowl in a pale studio

Dachshund wearing a pale pink knit sweater indoors

Curly brown dog wearing a harness with its leash arranged on a studio floor

THE OPPORTUNITY

A stronger digital engine for a brand with real character.

BRAND

Protect the British sensibility.

Every optimisation still needed to feel consistent with a warm, crafted luxury-pet brand.

Improve the route into the catalogue.

Technical health, category architecture and relevant editorial content were treated as one discovery problem.

COMMERCE

Make the visit easier to convert.

Responsive UX, trust signals, recommendations and loyalty mechanics extended the work beyond rankings.

PROJECT OBJECTIVES

What the programme needed to solve.

Six objectives from brand reach to retention, organised as an expandable decision index.

Global presence

Extend awareness beyond the UK while retaining the brand’s premium British character.

Qualified traffic

Use organic search, useful content and credible collaborations to attract relevant pet owners.

On-site experience

Improve navigation, speed and responsive behaviour across devices.

Conversion & loyalty

Use recommendations, trust signals and loyalty mechanisms to support repeat relationships.

Product launches

Give seasonal drops a coordinated rhythm across content and campaigns.

Authenticity

Make materials, craft and sustainability initiatives easier to see and understand.

GROWTH SYSTEM

Six disciplines sharing the same customer journey.

The point was not to optimise search in isolation. Each layer created better conditions for the next.

Technical SEO

Crawlability, speed and schema.

Content architecture

Categories, internal links and editorial intent.

Creative content

Seasonal, maker and product stories.

Ecommerce UX

Responsive navigation, recommendations and trust.

Community

UGC, creators and social storytelling.

Optimisation

Analytics, tests and continual refinement.

SEO FOUNDATION

A search foundation built for an ecommerce catalogue.

Crawl

Remove structural friction and improve discoverability.

Structure

Refresh category frameworks and internal linking.

Context

Use structured data where it clarifies machine understanding.

Content

Connect search intent with products, collections and brand stories.

CONTENT WALKTHROUGH

Product storytelling with more than one job.

Content could support search, launches, social activity and customer confidence without losing the visual language of the brand.

Brown spaniel sitting beside a pale bone toy in a bright interior

Small dog wearing a leather collar and lead against a white studio background

Golden long-haired dog resting on peach bedding wearing a leather collar

ECOMMERCE EXPERIENCE

Design the shop around the questions people actually have.

Pug carried in a light grey star-pattern pet sling

Find

Clearer navigation and collection pathways.

Small curly dog with a bow sitting in a blue star-pattern carrier

Understand

Useful product context and trust signals.

Small dachshund peeking from a striped fabric pet carrier worn by a person

Choose

Relevant recommendations without clutter.

Dalmatian seated on a pale green chair against a tiled wall

Return

Loyalty and ongoing relevance beyond checkout.

SOCIAL, UGC & COMMUNITY

Owned content gets stronger when the community can enter the frame.

Long-haired brown spaniel moving across a blue studio backdrop

Small brown dog seated on pavement outside a dark doorway

Two small dogs in striped knitwear greeting each other in a studio

Cocker spaniel jumping for a green tennis ball in a studio

CRAFT & AUTHENTICITY

Material, maker, product, customer.

Brown puppy wearing a grey knit sweater in a pale studio

MATERIAL

Make sourcing and construction legible.

Responsible choices become more credible when tied to real products and real making.

Dachshund wearing a leather collar seated on a black leather chaise

PHASES

From diagnosis to continuous engagement.

Digital Audit & Brand Discovery

Assess ecommerce infrastructure, analytics, conversion friction, social engagement and competitive positioning.

Strategic SEO & Content Architecture

Strengthen site structure, internal linking, category frameworks and structured search context.

Creative Content Campaigns

Develop seasonal, artisanal and behind-the-brand content around the brand’s practical British character.

Influencer & Community Marketing

Use creator and customer relationships to extend credible product conversation.

Data-driven Optimisation & Personalisation

Use analytics and testing to improve product, merchandising and checkout decisions.

Continuous Engagement & Evergreen Campaigns

Keep content, launches and community initiatives active beyond the first optimisation cycle.

Long-haired cream dog reclining on a dark cushion in a pale studio

IMPACT

A stronger commercial system, without inventing a dashboard of numbers.

The current case study does not publish a clean Mutts & Hounds-specific metric set, so this version shows verified qualitative change rather than fabricated traffic or revenue figures.

Better discovery conditions

Technical health, category structure and content became more coordinated.

A more deliberate shopping journey

Responsive UX, recommendations and trust were part of the growth model.

Founder perspective

Laura Gough describes the work as strengthening both reach and relationships with dog-loving families.

Make growth feel like a natural extension of the brand.

Start with the customer journey, the search opportunity and what makes the product worth choosing.

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