A computer monitor on a white desk displaying a website for Naturally Fresh, featuring odor control products, with a packet of cat litter and a cat image. The desk has a white mug, a brown bottle, and is next to a potted plant, against a textured white wall.

Website Strategy + Redesign

Brand
Naturally Fresh Sustainable Cat Litter

Year
2025

Role(s)
Digital Director, Website Strategist, Team Lead

The Ask

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.

Approach

Mobile phone displaying a website for Naturally Fresh cat litter with the slogan "A formula for every family" and a product image of Ultra Odor Control, featuring a gray cat and green leaves.

Results

11.5%
increase in sales

26%
more visitors

16%
more pages viewed

72%
engagement rate
(22% higher than industry average)

14%
increase in average session duration

57%
average search position improvement

Source: Google Analytics 4 and SEMRush.
August through October 2025 vs 2024, YoY comparison.

Before

Responsive website for Naturally Fresh cat litter on a laptop and smartphone screens, featuring green and purple themed design with images of lavender, bamboo, and cat.

Navigation and calls-to-action were too passive and lacked clarity for a CPG brand with products available for immediate purchase (i.e. “Meet the Products”, “Learn More”).
Messaging lacked visual hierarchy, and font styling felt outdated.
The homepage did not include any proof points or social validation above the fold.
Imagery lacked realism and did not address a core customer question: What does the product, made from walnut shells, look like?
The homepage hero was static, limiting opportunities for messaging and SEO/AIO.
No “shoppable” product cards on the homepage, missing sales opportunities.

After

Website and mobile display of Naturally Fresh cat litter with the slogan 'Upgrade Your Odor Control' and a package of cat litter showing a cat and the product label.

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 without scrolling.
Additionally, 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.