Kibbles & Cuts.
Kibbles & Cuts is Utah’s premier pet groomer — five salons, 10,000+ customers and 15+ years of stress-free grooming. Their Google Ads partner, Berk Labs, had turned the ad account around. The problem had moved downstream: the website was quietly losing the bookings the ads were winning. Berk Labs brought us in to rebuild it.
The brief
The ads were flying. The site was grounding them.
By 2025, Berk Labs had delivered extraordinary ad results for Kibbles & Cuts — store visits up 2,604% year over year, cost per click down 74%, impressions up more than 20×. But conversion rates stayed stubbornly low. The traffic was arriving; it just wasn’t booking.
Heatmaps and session recordings (Microsoft Clarity) told the story: a slow, cluttered site with confusing navigation, weak calls-to-action and real friction in the booking flow. For a local business the website isn’t a brochure — it’s the best salesperson, and this one was costing revenue every day. Berk Labs recruited ThinkClever to rebuild the site around a single job: turn hard-won ad traffic into booked appointments.
We kept the Kibbles & Cuts logo their customers already knew and built a completely new look around it — a warm coral identity, new typography, fresh photography and a consistent art direction that finally matched the quality of the grooming. On top of that new brand we built a conversion-first site, and the results compounded fast. We now work with Kibbles & Cuts on an ongoing retainer, iterating on the live data and building on the initial win.
The challenge: a full visual rebrand that had to modernise everything without losing the logo their customers already recognised, a rebuild fast enough to stop losing bookings, a checkout with real-time pricing across service, breed/size and five locations, and zero ranking loss on migration — all for a mostly-mobile audience arriving straight from ads.
The approach
From brief to launch.
Phases run in this order for a reason — each one de-risks the next.
Diagnosis
Heatmaps and session recordings (Microsoft Clarity) pinpointed exactly where bookings leaked away — dead clicks, rage clicks, excessive scrolling and quick backs.
CRO strategy
We rebuilt the site around one primary action — book an appointment — with the nearest location pre-selected and the booking form placed high and low on every page.
Rebrand & design
We kept their existing logo and built a completely new look around it — a warm coral identity, new typography, fresh photography and art direction — then paired it with conversion-focused messaging and prominent, location-based booking CTAs. The brand finally looked as good as the grooming.
Build & migration
A custom high-performance theme on container-based hosting with a US CDN, plus ACF content blocks for no-code updates. URL structure and metadata preserved — zero ranking loss.
Optimise & iterate
Real-time pricing at checkout, automated reminders and follow-ups for incomplete bookings. On retainer, we keep testing against the live data and the numbers keep climbing.
What we built
What we built.
On-site booking, location-first
An integrated booking system with the nearest salon pre-selected, and the booking form placed high and low on every page — no phone tag, no paper diary.
A brand-new look — same logo
We kept the equity in their existing logo and rebuilt everything else around it: a warm coral palette, new typography, fresh photography and a consistent art direction applied across the whole site.
Real-time pricing at checkout
Vague pricing was killing bookings. Exact costs are now calculated live from service type, dog breed/size and location — transparency replaced hesitation.
A 100/100 site
A bespoke theme on container-based hosting with a US CDN. Load time went from 7.2s to 1.8s, with a perfect PageSpeed score on desktop and mobile.
Trust, built in
Real reviews with photos, FAQ sections that answer objections and feed long-tail SEO, and an AI chatbot to assist and convert visitors on the spot.
SEO-safe migration
Preserved URL structure and migrated all metadata for 0% ranking loss, plus keyword-rich service pages and location pages built for local search.
Flexible & secure
Reusable, pre-styled ACF content blocks for no-code updates, with automated security monitoring and malware scanning running in the background.
In the wild
The work, up close.
Experiment log
Launch was the starting gun.
A sample from the live experiment log. Flat results get reported as flat — they pay rent in lessons.
| ID | Hypothesis | Verdict |
|---|---|---|
| EXP-01 | Rebuild the booking flow with real-time pricing vs. the old vague pricing | +12% completed bookings YoY (≈1,086 more) |
| EXP-02 | Performance rebuild — cut load time from 7.2s to 1.8s | Rage clicks eliminated (3.20% → 0%) |
| EXP-03 | Clearer layout and CTAs, measured on active engagement not clicks | +203% active time on page (32s → 1m37s) |
| EXP-04 | Simplify page structure to reduce aimless scrolling | Excessive scrolling down 61.5% |
| EXP-05 | Eliminate dead clicks on non-interactive elements | Down 51.3% — better, not zero. Still iterating on retainer. |
Results
What the rebuild moved.
“Customers constantly tell us the new website makes everything easier — finding services, booking, getting in touch, all in a few clicks. Unlike shops still living on calls, emails and paper diaries, everything feels instant. Our team feels it too: far less admin, far more time actually growing the business.”
Jeremy Fenlon — Co-owner, Kibbles & CutsAds outrunning your site?
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*Statistically speaking. Tell us what you’re building or what’s underperforming — we’ll reply within one working day with an honest read on whether we can move your numbers.