Work — Consumer products
A direct-to-consumer storefront for a technical pet product.
Doggie Hush sells noise-reducing ear muffs that help anxious dogs through fireworks, thunderstorms and travel. The product is genuinely technical — a five-layer passive acoustic design — but the buyer is a worried dog owner at eleven at night. The storefront had to carry the engineering without losing the warmth.
At a glance
- Brand: Doggie Hush
- Industry: Pet products, DTC
- Current storefront: custom-built e-commerce experience
- Channels: own site + marketplaces
- Ships from Miami, Florida
- Scope: design, build, launch
The challenge
Two audiences, one page.
A product like this has a split problem. Half the argument is technical — what the layers do, how much noise they attenuate, why passive dampening is the right approach for an animal that still needs to hear you. The other half is entirely emotional: someone is watching their dog shake under a table and wants to know it will stop.
Lead with the engineering and you sound like a spec sheet. Lead with the emotion and a considered buyer does not believe you. The storefront had to do both without either undermining the other.
Approach
Sequence the argument.
Rather than choosing an audience, we sequenced the page so each section answers the question the previous one raises. The hero states the outcome. The next section opens the product up — an exploded view of the five-layer cup, with what each layer does. Then the reasoning: why dogs experience sound differently, which is the section that earns the technical claim.
Only after that does the page move to situations — fireworks, storms, travel, grooming, crowds — so a visitor recognises their own problem in the list rather than being told what it is.
The comparison table sits near the end, where it belongs. Comparison tables are for people already deciding; putting one high on the page argues with someone who has not yet been persuaded there is anything to decide.
Scope of work
What we built.
- Custom-built storefront design and development
- Product page with layered technical explainer
- Editorial blog for organic search
- Order tracking and account flows
- Shipping, returns and policy pages
- FAQ answering pre-purchase objections
- Size guidance and fit content
- On-page SEO and metadata structure
E-commerce strategy
Own the storefront, use the marketplaces.
Doggie Hush sells on its own site and on marketplaces. Those are different jobs. A marketplace listing competes inside someone else's search results against near-identical products, largely on price and reviews. The owned storefront is where the brand can make its full argument, keep the customer relationship and the email address, and control the margin.
So the site was built as the place the product is explained properly, with the marketplace presence running alongside rather than being replicated. The editorial layer exists for the same reason — people search for how to calm a dog during fireworks long before they search for a product name.
Outcome
What the brand has now.
A live storefront it owns outright, with a product page structured to answer objections in order, an editorial section that can earn search traffic independently of the product terms, and the operational pages — tracking, shipping, returns, replacement — that a real retail operation needs rather than a launch page pretending to be one.
We do not publish revenue or conversion figures for client brands. What is verifiable is the deliverable: the site is live, it is theirs, and the technical story is legible to a non-technical buyer.
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