A complete plan for AllAboutDogsGV.com — brand identity, site architecture, conversion strategy, and the technology to power it all.
August 2026 • Prepared for Jenni at All About Dogs
Every page of the new site will feel unmistakably like All About Dogs — warm, trustworthy, and rooted in 40+ years of experience. Here's the visual foundation we'll build on.
Mint teal is the dominant brand color. Dark brown grounds the palette. Sage green adds earthy depth.
Real dogs, real trainers, real facility. Natural light. Dogs as the hero subject. Human-dog interaction emphasized. Outdoor Nevada County landscapes as context. Slight warmth filter. Circular or rounded-rect photo frames. Never generic stock photography.
All About Dogs serves two distinct customer needs from two locations. The new site routes visitors to the right place based on what their dog needs — not based on your company structure.
The emotional sale: Reassurance. "Can I leave my dog and stop worrying?"
Services: Overnight boarding, day stay, private training during boarding
Primary CTA: Check Boarding Availability
The emotional sale: Aspiration and frustration. "Can you help fix this / teach us?"
Services: Puppy classes, obedience, agility, specialty, events, open gym
Primary CTA: Find the Right Class
Service first, location second. Visitors think "I need boarding" or "I need training" — not "I need the Penn Valley facility." The site routes by what the dog needs, and reveals the location as supporting context.
Customer-language navigation. Visitors see what they need, not how the company is organized.
The homepage routes all traffic, establishes the brand, and splits visitors into their boarding or training funnel. Every section earns its place.
[Call] [Get Started] — visible on all pages after scrolling past the hero. Always one tap from action.
Both pages follow the same conversion framework, but the emotional approach is tuned to what visitors actually feel when they arrive.
| Boarding (Penn Valley) | Training (Grass Valley) | |
|---|---|---|
| Emotion | Reassurance | Aspiration / frustration |
| Visitor's question | "Can I leave my dog and stop worrying?" | "Can you help fix this / teach us?" |
| Headline style | "Go Away Without Worrying About Your Dog" | "Your Dog Can Learn Better. And So Can You." |
| Proof emphasis | Facility photos, staff bios, safety | Before/after results, trainer credentials |
| CTA | Check Boarding Availability | Find the Right Training Program |
| Form (5 fields max) | Dates + dog name + what you need | What to work on + dog info |
The training landing page routes visitors by what they're feeling, not by class name:
→ Puppy Training
→ Obedience
→ Agility
→ Specialty & Events
These "jobs to be done" drive every headline on the site:
| Service | The customer is really hiring you to... |
|---|---|
| Boarding | "Take care of my dog so I can leave town without worrying" |
| Puppy training | "Help me survive puppyhood and prevent problems" |
| Obedience | "Help me enjoy taking my dog places" |
| Agility | "Give us a fun, challenging activity to do together" |
| Board & Train | "Make meaningful progress while my dog stays with pros" |
| Day stay | "Give my dog activity and socialization while I'm working" |
This isn't decoration — it's a system. Every page follows the same psychological sequence, tuned to what dog owners actually think and feel when they land on your site.
Never generic. No "Learn More," no "Contact Us," no "Submit." Every button tells the visitor exactly what happens when they click.
Every primary CTA gets a doubt-remover underneath:
The Get Started form collects only 5 fields: name, email/phone, dog's name, what you need, and dates (if boarding). Operational details like vaccinations, vet info, feeding schedules, and emergency contacts are collected after the visitor has converted — never in the first form.
A lean, modern stack. No WordPress, no bloated plugins. Custom-coded for speed, security, and total control — with a simple admin panel so your team can update schedules and pricing without touching code.
| Layer | Platform | Cost |
|---|---|---|
| Domain + DNS + CDN | Cloudflare | ~$10/yr |
| Web hosting | Hostinger Business | $2.99/mo |
| Version control | GitHub | Free |
| Site code | Custom HTML/CSS/JS | Free |
| Database + auth | Supabase | Free |
| Analytics | Google Analytics 4 | Free |
| Search visibility | Google Search Console | Free |
| Local SEO | Google Business Profile (x2) | Free |
| SSL / security | Cloudflare + Hostinger | Free |
Your staff will log in to a simple web page to manage dynamic content. No code required. Changes go live instantly.
| Content | Who updates | How often |
|---|---|---|
| Class schedules | Training staff | Weekly |
| Class pricing | Owner | Monthly / as needed |
| Boarding rates + add-ons | Owner | Quarterly / as needed |
| Events calendar | Training staff | As scheduled |
| Blog / resource posts | Marketing | Weekly / biweekly |
| Team bios + photos | Owner | Rarely |
| Testimonials / reviews | Marketing | As collected |
We build in two phases. Phase 1 gets you live with everything essential. Phase 2 adds enhancements after launch.
| Priority | Page | Why this order |
|---|---|---|
| 1 | Homepage | Routes all traffic, establishes brand + dual-funnel |
| 2 | Boarding landing page | Penn Valley's primary conversion page |
| 3 | Training landing page | Grass Valley's primary conversion page + class router |
| 4 | Individual class pages | Puppy, Obedience, Agility, Specialty |
| 5 | Location pages | Penn Valley + Grass Valley facility details |
| 6 | About / Team | Trust and credibility backbone |
| 7 | FAQs / Resources | Objection handling, SEO long-tail |
| 8 | Get Started / Contact | Final conversion point |
This proposal is a starting point. We built it to be flexible — your input on content, priorities, and preferences will shape the final site. Nothing is locked until you say so.
Prepared by Kim Stewart • Visibility Street Media & Marketing
kimstewartmktg@gmail.com