Equine Website Design
Website Redesign & Content Merge for Equigate
This client underwent a full-scale website transformation to better serve both practitioners and clients in the equine and canine care space. The project focused on delivering a seamless user experience through smart design, intuitive structure, and tailored content. We crafted and designed a platform that not only looked great but functioned beautifully—highlighting app features, resources, and services in a clear, engaging way. The following page showcase the key components that drove this digital evolution.
Redesigning Equigate for Better User Experience, Performance, and Professionalism
To support Equigate’s growth as a trusted platform for equine and canine practitioners, we redesigned the website with the goal of addressing 90% of key user journey needs within the first 30 seconds of site visit. The previous WordPress setup, while functional, lacked the structure, performance, and design clarity needed to support both SEO visibility and a professional brand presence.
Why the move to Squarespace:
Squarespace was chosen over the free WordPress version due to its stability, built-in SEO tools, professional templates, and easier maintenance for non-technical users. This shift allows for faster page loading, mobile optimization, and a visually cohesive user experience—all essential for B2B credibility.
Designing with the User Journey at the Core
The Equigate website redesign was anchored in one main objective: to help users achieve their goals faster, with less friction. We mapped the typical user journeys—especially for new visitors and returning practitioners—and used those insights to restructure content, simplify navigation, and reduce time-to-action.
Why Modular Design Was the Perfect Fit
For the Equigate project, I implemented a modular design structure to deliver a flexible, scalable, and brand-consistent user experience. Here's why it made sense:
Built for Flexibility
Equigate serves a diverse audience—from equine vets to horse owners—so each page needed to serve a different purpose. A modular structure allowed us to build unique layouts using interchangeable components, ensuring every page feels tailored while maintaining design harmony.
Scalable & Efficient
The modular system enabled faster build times and easier updates. Whether adding a new feature, launching a campaign, or localizing content, we could adapt quickly without starting from scratch.
Consistent Brand Expression
While each module is flexible, it adheres to a shared visual system. Colors, typography, tone, and media (image or video hero banners) all align with Equigate’s brand guidelines—resulting in a cohesive, tech-forward aesthetic that still feels warm and approachable.
Optimized for UX & SEO
Modularity also supports great usability and performance. Pages load fast, patterns feel familiar, and content can be structured with SEO in mind—from blog layouts to product and testimonial modules.
Full Project Scope
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Before diving into the redesign, I conducted a thorough audit of the existing Equigate website to identify usability gaps, technical limitations, and missed opportunities in SEO and content structure. The audit revealed outdated design patterns, unclear navigation, and underutilized app messaging—insights that directly informed the strategy for the new platform. This foundational step ensured that the redesign was rooted in real user needs and performance data.
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To build a more intuitive and conversion-friendly website, I began with a deep analysis of Equigate’s existing user journey. By mapping the current structure and flow, I uncovered critical gaps in navigation, content hierarchy, and user pathways. This informed the creation of a revised site map—designed to simplify discovery, support key user missions, and align with core business goals. The result: a clearer, more purposeful journey from first click to customer conversion.
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Before diving into design, I worked with the client to define the strategic vision for a more impactful, user-focused website—tailored specifically to the UK market. The goal was clear: streamline the user journey, reduce content clutter, and boost conversion by making the platform easier to navigate and more visually engaging. This phase involved identifying key content pillars, restructuring the site’s flow, and aligning messaging with the app’s core value. These insights laid the foundation for a refreshed visual direction, driven by real user needs and business objectives.
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For the Equigate website revamp, I designed a visual language that feels both modern and approachable—grounded in the needs of equine professionals. The colour palette which was based on the client’s delivery was enhanced and combines calming teals with the warm coral accents to balance professionalism with personality. Clean, modular layouts support flexible content updates, while a mix of video, still imagery, and app mockups keeps the experience dynamic and engaging. The contrast of the colours is prioritised from a UX and brand experience.
Typography and spacing were carefully chosen to enhance clarity across devices, and mobile responsiveness was prioritised throughout. Every design choice—from the hero areas to the blog layout—was guided by one goal: to create a user experience that’s seamless, supportive, and unmistakably Equigate.
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As part of the website transformation, I led the complete content migration from Equigate’s legacy site—consolidating and reworking over 27 pages into a streamlined, modern structure. This involved auditing, rewriting, and optimizing content to align with the new user journey, brand voice, and SEO strategy. The result is a cleaner, more intuitive site experience that makes it easier for users to find relevant information and take action.