Website Sitemap
1. Full Sitemap (Hierarchy)
Home *
About
- Meet Kendra *
- Our Team (Phase 2 - once staff are hired)
Services & Pricing *
- Bath & Brush
- Full Groom
- Add-Ons & Upgrades
New Clients * (hub page)
- What to Expect / How Booking Works
- Vaccine Requirements
- Cancellation & Late Arrival Policy
- Dogs We Welcome (behavior/temperament policy, public version)
Gallery * (can launch thin, grows over time)
Reviews (Phase 2 - needs real review volume first)
FAQ *
Service Area *
Book / Existing Clients *
(Phase 1: "text or call to rebook" - Phase 2: online booking portal)
Contact *
-- Footer-only --
Privacy Policy * (required once any form collects data)
Careers (Phase 2, once hiring)
Blog (Phase 2, SEO play)
Social links (persistent, not a page)
* = essential for launch. Everything else is a deliberate phase-2 addition, not a gap.
Persistent elements on every page: sticky header with phone number + “Call to Book” button (mobile: floating tap-to-call bar); footer with NAP (name/address/phone), hours, service-area towns, and social icons.
2. Reasoning, Content, and Flows by Page
Home
Job: First impression + funnel everyone toward the phone call. Serves acquisition and trust simultaneously - most visitors won’t go past Home before deciding whether to call. Answers: “Is this place actually different, and is it for dogs like mine?”
Content requirements:
- Headline: “Every dog will be treated as if they are our own personal pets.” - Kendra (verbatim, per brand-story - this is Kendra’s own line, don’t paraphrase it)
- 3-4 differentiator tiles, pulled directly from the confirmed brand messages: written dog profiles, “we take the dogs other salons turn away,” 15 years of expertise that catches health issues early, Kendra’s standard applies whether she or a trained groomer does the work
- Primary CTA: phone number, large, click-to-call on mobile
- Secondary CTA: “New client? Here’s what to expect” -> New Clients hub (this pre-qualifies callers and shortens the phone screen)
- Trust strip: years in business, a couple of before/after photos, review snippet (once available)
- Footer: service-area teaser, hours, NAP
About -> Meet Kendra
Job: Trust-building. In a relationship-focused, premium positioning, the groomer’s credibility is the product. Answers: “Who is actually going to be handling my dog?”
Content requirements:
- Bio grounded in real facts: 15 years experience, trained at All Dogs Gym and Inn
- The executive-chef-model, explained in plain language - this directly answers the skeptical question “but will Kendra actually be the one grooming my dog?”
- A personal, not corporate, tone - she bonds with the dog before she touches a tool
- One real, professional photo of Kendra
About -> Our Team (Phase 2)
Held back deliberately - see Open Question 2. Not needed at launch when Kendra is likely the only or primary groomer.
Services & Pricing
Job: Set correct price expectations before the phone call (reduces mismatched leads) and reinforce “you’re not choosing between us on price.” Answers: “What do I get, and roughly what will it cost?”
Content requirements:
- Two tiers stated plainly, using the real ranges from service-tiers: Bath & Brush (
30-105), Full Groom (44-130) - What’s included / not included per tier
- Explicit line that price varies by breed and coat - don’t publish the full 100-breed matrix; show 3-4 representative examples and say “call for your dog’s exact pricing”
- Add-ons table from add-ons-and-upgrades: nail grind, teeth brushing, de-shedding, dematting, etc.
- CTA into New Clients: “First appointment? We recommend Full Groom so we have time to get to know your dog” - real operational reason (profile-building), should read that way, not as upsell
New Clients (hub)
Job: Highest-leverage trust page on the site. Phone-first booking is a friction point for visitors used to “book now” buttons - this page’s job is to make that friction feel like care, not inconvenience. Answers: “Why can’t I just book online, and what’s this going to require of me?”
Content requirements:
- Reframe phone-first positively: “We talk to every new client personally so we can build your dog’s profile and check vaccine records before your first visit - no surprises at drop-off.”
- Plain list of what we’ll ask on the call: dog’s breed/weight, temperament, health conditions, vaccine status
- Sets up the four sub-pages below
New Clients -> What to Expect / Booking Process
Step-by-step from booking-policy: call -> phone intake -> profile created -> vaccine check -> confirmation text -> reminder 48 hrs before -> day-of reminder. What to bring (vaccine records if not already on file).
New Clients -> Vaccine Requirements
From health-and-vaccine-requirements: Rabies, Bordetella, DHPP required; titers accepted for documented medical exemption. Stated as a safety commitment to all dogs in the salon, not an arbitrary rule.
New Clients -> Cancellation & Late Arrival Policy
From cancellation-and-no-show-policy and late-arrival-policy: 48-hour cancellation window, no-show = full fee, with the real “why” (groomers are paid on commission - a no-show is lost income for a real person). Don’t publish the late-arrival grace-period minutes until Kendra finalizes them (currently a placeholder in the source policy).
New Clients -> Dogs We Welcome (public behavior policy)
Genuine competitive differentiator worth its own URL.
- Warm framing: “We don’t turn dogs away for being difficult. If your dog has been asked to leave another salon, we’d like to talk.”
- One paragraph on how it’s kept safe: phone screening for known sensitivities, gentle handling tools like a soft muzzle framed as safety equipment, not punishment
- Deliberately excludes the internal aggression-level taxonomy, incident-escalation steps, and refusal-of-service script from aggressive-dog-policy - those are staff procedure; publishing them would read as clinical/intimidating. See Open Question 1.
Gallery
Job: Prove the “clean, beautiful finished work” brand promise visually. Content: Real client dogs (with owner permission). Can launch with a small set and grow - don’t block launch on a large photo library, but don’t launch with zero either.
Reviews
Job: Local-search trust signal and objection-handling. Recommendation: Hold as its own page until there’s real review volume - an empty/thin reviews page undercuts trust more than omitting it. At launch, fold a couple of real reviews (if Kendra’s existing loyal client base has any) into the Home trust strip instead.
FAQ
Deflects repetitive phone questions, catches long-tail search: “Why can’t I book online yet?”, “How much will my dog’s groom cost?”, “Do you take reactive/difficult dogs?”, “What vaccines do you require?”, “What if I’m running late?” - each answer links to its full policy page.
Service Area
Job: Local SEO. Single page listing every town in the ~40-minute radius (see service-area-and-criteria). Embedded map, town list, a line distinguishing in-salon appointments from mobile grooming so visitors self-select correctly.
Book / Existing Clients
Phase 1 (launch): “Existing client? Text or call [number] to rebook [dog’s name].” Phase 2: Real online booking portal once software is selected - nav label stays “Book Now” so the slot doesn’t change when the backend does.
Contact
Address, embedded map, hours, click-to-call phone, directions. A short general-inquiry form is reasonable but should not look like a booking form - see Open Question 4.
Footer-only: Privacy Policy
Needed as soon as any form collects a name/phone/email - compliance minimum, footer-only.
3. Primary User Flows
First-time visitor -> booked appointment: Google search -> lands on Home or a deep page (Dogs We Welcome, Service Area) -> reads differentiators -> checks Services & Pricing for a rough number -> reads New Clients to understand the phone-first process and vaccine requirement -> calls -> phone intake (profile built, vaccines verified, Full Groom recommended) -> confirmation text -> reminder -> appointment.
Existing client -> rebooked appointment: Direct visit or bookmark -> Home or Book Now -> Phase 1: taps the phone number or “text to rebook” link -> confirmation text. Phase 2: same entry point resolves to a self-serve portal instead of a phone call.
4. Navigation Structure
Primary nav (6-7 items): Home - Meet Kendra - Services & Pricing - New Clients - Gallery - FAQ - Contact, plus a persistent “Call to Book” button in the header chrome (not a nav item).
Deliberately excluded from primary nav: the four New Clients sub-pages (nested under one hub rather than cluttering top nav); Service Area (linked from Contact/footer, not primary nav); Reviews (until it has real content).
Footer nav: full sitemap links, service-area town list, hours, social icons, Privacy Policy.
Persistent element: sticky phone number / Call to Book - the entire booking model routes through a phone call, so the number needs to be one tap away from every scroll position.
5. Local SEO / Findability
- NAP identical on every page footer, matched exactly to the Google Business Profile
- LocalBusiness schema markup on Home and Contact
- Service Area page as the primary vehicle for geographic long-tail search (safer than a landing page per town at launch - thin-content risk with ~28 towns); revisit in Phase 2 for the 2-3 highest-search-volume towns beyond Concord
- “Dogs We Welcome” and breed-pricing depth are both long-tail SEO opportunities specific to this business - most competitors won’t rank for “groomer that takes reactive dogs” because they don’t take them
- Reviews compound local SEO once live - prioritize getting the first batch shortly after launch
6. Open Questions / Assumptions Flagged
- How much of the behavior/aggression policy to publish. Assumed the public page stays warm and general while the internal aggression-level taxonomy, muzzle protocol, and refusal script in aggressive-dog-policy stay off-site. Confirm before a designer builds the page.
- Naming individual staff groomers. The executive-chef model gives a clean answer (“personally trained by Kendra, every groom Kendra-approved”), but the tactical question of naming/photographing staff before vs. after the team stabilizes is still open.
- Individual town landing pages now vs. Phase 2. Recommend Phase 2, prioritized by search volume, to avoid thin-content pages at launch.
- Whether a general-inquiry contact form undermines phone-first booking. Recommend scoping it to general questions only, with copy redirecting anything booking-shaped back to a phone call.
- Online booking software and timeline. Nav slot and URL (
/book) reserved now; functionality depends on a vendor decision not yet made. - Launch content gaps. Gallery and Reviews both depend on the business having operated for a while. Flag as a pre-launch content checklist item, not a design problem.