WorkWorking dogs
Citadel K9s
Elite German Shepherd kennel. A luxury-brand treatment for a category almost always sold in Facebook groups.
The problem
Serious German Shepherd breeding is sold almost entirely through Facebook groups and WhatsApp, in the same format as a backyard litter. A kennel that breeds for structure, health and temperament, and keeps records to prove it, had no way to look different from one that does not.
The approach
- Treated the kennel as a luxury brand rather than a listing — the presentation is itself the first evidence that the standards are different.
- Built the site around claims a serious buyer can verify: visit by appointment, meet the parents, records supplied with every puppy.
- Separated available puppies from the breeding dogs, because those are two different questions asked by two different visitors.
- Made enquiry a WhatsApp conversation, since choosing a puppy is a discussion and never a checkout.
The outcome
The kennel now presents at the standard it breeds to, and an enquiry begins from the records and the parents rather than from a price.
Traffic and conversion figures are not published here — these builds are handed over to the client with their own analytics, so any number quoted would not be ours to verify.