a new digital playbook for a sustainable cat litter brand

Naturally Fresh Cat Litter
Creative Director, Digital Director, Search & Content Strategist

Digital growth strategy, an end-to-end website redesign, and CMS migration for Naturally Fresh Cat Litter, in 2025.

A computer on a white desk displaying a website for Naturally Fresh odor control cat litter with a green header, blue background, and a package of cat litter. The desk has a white mug, a plant, a brown bottle, and a white picture frame. There is a beige chair in front of the desk.

website redesign, search & digital stratgegy

Naturally fresh Cat litter

In 2025, while serving as the Digital Director at Pathfinders Advertising Agency, I collaborated with our client, Naturally Fresh, a brand that offers sustainable walnut cat litter. We strategically redesigned their website, enhancing their digital presence through content strategy, SEO, and AIO optimizations, while also successfully transitioning their website to WordPress.

Laptop and smartphone displaying the website for Naturally Fresh cat litter, highlighting its clay litter alternative, popular formulas, and odor control features.

BEFORE

E-commerce website for Naturally Fresh pet odor control, displaying a product package with a cat, the website on a laptop, and a mobile phone interface showcasing the same product and motto.

After

my Approach

Lead with Value Messaging:

  • The hero section on the homepage and each product landing page features benefit-driven messages such as “Upgrade Your Odor Control” and “Stop the Stink.” These messages immediately inform visitors that the product effectively neutralizes litter box odors, highlighting the core benefit (identified via consumer research and performance insights) without scrolling.

  • Proof points are prominently displayed throughout the site. For example, the homepage mentions that Naturally Fresh’s “improved formula eliminates odors 40% more effectively than before,” which adds credibility, and the “#1 Clay Alternative” messaging establishes authority.

Conversion-Focused User Experience:

  • The new navigation structure prioritizes “Products” and addresses consumer questions clearly under the “Why Switch?” section. Direct and clear calls-to-action (CTAs) like “Shop Now” guide customers who are ready to purchase to the store locator page.

SEO-Optimized Social Proof:

  • The updated homepage and product pages feature real customer testimonials and reviews, complete with images, to foster trust and validation. This approach also helps improve search rankings.

AIO-Optimized Content:

  • Each product page includes relevant frequently asked questions and links to blog articles to enhance visitor engagement and retention, boost brand authority, and improve visibility in AI-driven search results.

the results

11.5%

Increase in annual sales

26%

increase in visitors year-over-year

16%

Increase in page views year over year

57%

Increase in average search position