A complete WooCommerce redesign for a Wigan raw dog food retailer — custom "feedumraw" theme replacing the old Petio build, bespoke brand filter, Subscribe & Save pull-tab, Click & Collect, 5 new engagement pages, and ongoing SEO.
The Dog Outlet (trading as Feed Um Raw) is a raw dog food specialist based in Wigan — a proper independent pet retailer with a strong local following and a growing online customer base. The old shop ran on the off-the-shelf Petio theme with Elementor powering the pages, and it was starting to creak.
The problems: the Petio theme looked generic, Elementor was slowing down the checkout, the brand filter was a clunky plugin, and there was no proper subscription flow despite raw dog food being the perfect subscribe-and-save product. Add to that a Click & Collect option that wasn't surfaced clearly anywhere, and a content strategy that had nothing in it beyond product pages.
The brief: a complete redesign — new custom theme, 5 new engagement-focused pages, proper subscription UX, fast product filtering, and ongoing SEO that would take the shop from "just about ranking" to actively competitive for raw feeding searches across the North West.
We built a fully bespoke theme called feedumraw from the ground up — a woocommerce.php intercept handles all WooCommerce pages so we control the layout of shop, product, cart, and checkout without fighting the default template hierarchy. No Elementor, no page builders, no plugin soup — just clean PHP templates with inline CSS per page.
The shop sidebar uses a custom product_brand taxonomy for fast, clean brand filtering — no third-party plugin, no additional page weight, and fully styled to match the theme. We also built a dedicated Click & Collect page so local customers can order online and collect in-store without confusion about delivery vs pickup.
Raw dog food is the ideal subscription product — customers need regular top-ups, and subscribing both locks in loyalty and reduces cart abandonment. We built a sticky Subscribe & Save pull-tab that floats on product and shop pages, surfacing the subscription option without getting in the way. Conversion-focused UX, built natively into the theme.
Alongside the redesigned shop we added 5 new content pages covering brand story, raw feeding guides, customer support, Click & Collect information, and category-level product landing pages. Each one targets a different search intent — from "is raw feeding safe for my dog" through to "raw dog food delivery Wigan" — with schema markup baked in from day one.
The entire build was developed alongside the live site using Theme Switcha, with the swap executed as a zero-downtime theme activation. Post-launch the SEO project continues — Product schema, OfferCatalog markup, LocalBusiness, FAQPage, and BreadcrumbList are in place; the ongoing work focuses on content expansion, internal linking, and Merchant feed optimisation.
WooCommerce Redesign Case Study: This case study details how Mako Digital completely redesigned The Dog Outlet (thedogoutlet.co.uk) — a Wigan-based raw dog food specialist trading as Feed Um Raw. The project replaced the previous Petio theme and Elementor page builder with a fully custom WooCommerce theme ("feedumraw"), delivered via a zero-downtime Theme Switcha swap.
Technical delivery included a woocommerce.php template intercept, a custom product_brand taxonomy filter, a sticky Subscribe & Save pull-tab, a dedicated Click & Collect page, 5 new engagement-focused content pages, Product, LocalBusiness, FAQPage, BreadcrumbList, and OfferCatalog schema, and Google Search Console verification with ongoing SEO project continuing post-launch. If you run a WooCommerce shop, independent retailer, or pet business in the UK and your current site isn\'t pulling its weight, get in touch with Mako Digital.
Whether you're on a generic theme, a broken Elementor build, or something that just needs a proper refresh — we'll build you a WooCommerce shop that actually converts.