7
Current Pages
Estimated from audit
18
Proposed Pages
Full recommended structure
4
Buyer Types
Mapped in Section 2
2
Broken Pages
Store locator, retailer training
Section 1
Context
This document maps the current savagecatfood.com structure as it exists today and proposes a new architecture organized around the four buyer types most likely to purchase Savage Cat. The current site has no discernible hierarchy: product pages, retailer tools, and brand documentation exist at the same level with no clear conversion path for any buyer type.
The proposed structure separates the primary commercial argument ("Why Savage") from the product range, builds a dedicated channel for the retailer relationship, and adds outcome-organized proof that currently exists only as buried testimonials. The store locator and retailer training portal move from broken states into a rebuilt "For Retailers" hub.
Section 2
Buyer Types
Four distinct buyer types interact with savagecatfood.com. The current site serves none of them explicitly. The proposed structure creates a clear path for each.
The Informed Advocate
Already raw-feeding. Choosing between brands.
Needs from the site
Verifiable proof claims. The exclusion list. No HPP. Sourcing specifics. Comparison-ready data. Wants to be confirmed, not convinced.
The Concerned Converter
Transitioning from kibble. Needs reassurance.
Needs from the site
Safety explanation. What "whole prey" means and why it is not alarming. Outcome proof by health category. A feeding guide. An easy first purchase path.
The Independent Retailer
Pet shop or groomer staff. Makes the pitch to customers.
Needs from the site
A fast thirty-second story for the freezer case. Downloadable shelf talkers and one-pagers. Updated retailer training. A store locator that actually works.
The Health Seeker
Outcome-driven. Searching for a specific health result.
Needs from the site
Testimonials and evidence organized by outcome: digestion, coat, dental, weight. Specific claims rather than general marketing. Easy path from outcome evidence to purchase.
Section 3
Current vs. Proposed Structure
Keep Page kept as-is
Restructure Page rebuilt with new content hierarchy
New Page does not currently exist
Retire Page removed from primary nav
Broken Existing page in poor condition
Current: savagecatfood.com
Home
Restructure
└
Hero (no proof claims above fold)
└
Partner strip (logo-ipsum)
Broken
└
Proof accordions (collapsed)
Products
Restructure
└
Chicken (packets + tubs)
└
Duck (packets + tubs)
└
Rabbit + Lamb (packets + tubs)
Where to Buy
Broken
Retailer Training
Broken
Brand Kit
Restructure
About
Retire
Proposed: restructured savagecatfood.com
Home (proof claims above fold)
Restructure
Why Savage
New
└
Whole Prey (what it means)
New
└
The Ingredient Argument (no fruits/veg)
New
└
How It's Made (no HPP)
New
Products
Restructure
└
Chicken (packets + tubs)
Restructure
└
Duck (packets + tubs)
Restructure
└
Rabbit + Lamb (packets + tubs)
Restructure
Proof by Outcome
New
└
Digestion + Waste
New
└
Coat Quality
New
└
Dental Health
New
For Retailers
New
└
Where to Buy (rebuilt store locator)
Restructure
└
Retailer Training (rebuilt)
Restructure
└
Merchandising Kit Download
New
Resources
New
└
Feeding Guide
New
└
FAQ
New
└
Brand Kit (updated)
Restructure
Section 4
New Pages Recommended
These pages do not currently exist on savagecatfood.com. Each addresses a specific gap identified in the brand audit. Recommended build order follows Section 5.
Why Savage
Whole Prey
Explains the product construction in plain language. Anchor for the whole-prey diagram (AST-03) when commissioned.
Why Savage
The Ingredient Argument
The "no fruits or vegetables" claim in full. The exclusion list as a visual typographic block. The brand's sharpest commercial wedge.
Why Savage
How It's Made / No HPP
Explains HPP for the buyer who has never heard the term, and why Savage Cat refuses it. Anchor for the No HPP inspection mark (AST-04).
Proof by Outcome
Digestion + Waste
Organized testimony for the most-cited switching outcome. Litter box odor and reduced waste volume are the two outcomes buyers mention first.
Proof by Outcome
Coat Quality
Testimony and mechanism for the coat outcome. Visually distinctive outcome that buyers can observe quickly and photograph for social sharing.
Proof by Outcome
Dental Health
Chewing and gnawing mechanics of the packet format tied directly to the dental outcome. Differentiates packets from tubs on a functional basis.
For Retailers
Merchandising Kit
Downloadable shelf talker, freezer cling, sample card, and retailer one-pager. The asset set that makes the retailer training portal actionable.
Resources
Feeding Guide
Addresses the Concerned Converter's primary anxiety before purchase. Transitions from FAQ copy to a structured how-to with portioning and transition schedule.
Section 5
Build Priority
Recommended implementation order, accounting for dependencies between pages and the immediate actions identified in the Brand Audit.
| Priority | Page | Dependency | Buyer Type Served |
|---|---|---|---|
| P0 | Home (proof claims above fold) | No prerequisites. Can be done in current theme. | All |
| P0 | Where to Buy (rebuilt store locator) | Retailer location data. No design dependency. | Informed Advocate, Health Seeker |
| P0 | Retailer Training (rebuilt) | Merchandising kit assets (can be placeholder initially). | Independent Retailer |
| P1 | The Ingredient Argument | Anti-ingredient panel design (AST-05) recommended but not required. | Informed Advocate |
| P1 | How It's Made / No HPP | No HPP mark (AST-04) recommended but page works without it. | Informed Advocate, Concerned Converter |
| P1 | Proof by Outcome (all three) | Testimonial inventory. Existing testimonials are sufficient to start. | Concerned Converter, Health Seeker |
| P1 | Feeding Guide | None. Can be written and launched independently. | Concerned Converter |
| P2 | Whole Prey | Whole prey diagram (AST-03). High execution risk, highest distinctiveness. | Informed Advocate, Concerned Converter |
| P2 | Merchandising Kit Download | Full visual identity system and print-ready files. | Independent Retailer |
| P2 | Products (redesigned with color lock) | SKU matrix document and protein color lock system. | All |