# UX Polish — Conversion Audit Tracker Findings from the senior-marketing-lens audit, with completion status. Each item has a one-line rationale and the file/line where the change lives (or will live). > Only commit to "We'll reply within 24 hours" if Aless can actually hold > to it. If response time is more like 1-2 business days, soften to > "within one business day". --- ## High — direct conversion impact - [x] **Hero primary CTA: "Learn more" → "Explore our services →"** - File: `src/lib/content/homepage.ts:38` - Why: "Learn more" is the lowest-intent CTA that exists. - [x] **Promise CTA: "See our services" → "Book a free Meet & Greet"** - File: `src/lib/content/homepage.ts:59` - Also: target changed from `#services` to `/contact-us` so the CTA goes to the booking page instead of bouncing back up to a service list. - Why: After the value prop + happy-dog photo, sending visitors to the services list is a step backwards. Push them to book. - [x] **Booking subtitle now states response time** - File: `src/lib/content/homepage.ts:159-162` - Old: *"...so we can reach out to arrange your free, no-obligation Meet & Greet."* - New: *"...We'll reply within 24 hours to arrange your free, no-obligation Meet & Greet."* - General-enquiry variant updated to match. - Why: Open-ended "we'll reach out" creates anxiety at submit time. - [x] 1 **Pricing page — Google rating trust signal above plan grid** - File: `src/lib/components/PricingPage.svelte` - Implementation: Pill-styled trust badge inside the green hero, directly under the subtitle — five yellow stars + "30+ five-star Google reviews" label + arrow, links out to Google. Styled to read against the green hero (semi-transparent white pill) rather than reusing the cream IntroStrip, which would have clashed. - Why: Visitors land on pricing mid-decision; trust signal now appears before the plan grid. - [x] 2 **Service plan CTAs — add free / no-obligation reassurance** - File: `src/lib/components/ServiceLandingPage.svelte` - Implementation: A subtle green pill *"Every booking starts with a free, no-obligation Meet & Greet."* (yellow shield-heart icon) sits centred directly under the plan grid on every service page, above the Extras block. Reuses the brand-tinted-pill aesthetic so it feels native, not tacked on. - Why: The "Book a Meet & Greet" buttons under each plan didn't carry risk-reversal phrasing in their immediate context. Now they do. ## Medium — trust + polish - [x] 3 **Quantify the Google rating wherever it appears** - Files: `src/lib/content/homepage.ts:46`, `src/lib/components/Footer.svelte:89`, `src/lib/components/TestimonialsSection.svelte:200`, `src/lib/components/PricingPage.svelte` (new pricing-trust pill). - Implementation: "All 5 star reviews on Google!" → "30+ five-star Google reviews" everywhere. Aless confirmed 30+ as the count. - Why: A specific number is dramatically more credible than "all". - [x] 4 **Lean into the "limited spots" angle** - File: `src/lib/content/pack-walks.ts` (added `scarcityNote` to the `pricing` block); `src/lib/types.ts` (added optional `scarcityNote?: string` to ServicePageContent.pricing); rendered in `src/lib/components/ServiceLandingPage.svelte` directly under the plan grid as a yellow-tinted pill with a clock icon. - Copy: *"We keep packs small (4-8 dogs) — popular days fill up fast."* - Only set on Pack Walks (the 4-8 number is specific to that service); the field is optional so 1:1 Walks and Puppy Visits get nothing. - Why: Real, honest scarcity. The 4-8 cap is already a fact; saying it out loud nudges decision-making. - [ ] **About page — quantify Aless's expertise** - File: `src/lib/content/about.ts:29-30` - Why: "years of experience" is the weakest possible claim. Replace with concrete numbers Aless can stand behind: years operating, dogs in rotation, first-aid certification. - [x] 5 **Pack Walks pricing intro — lead with the differentiator** - File: `src/lib/content/pack-walks.ts:23-24` - Implementation: Old intro led with "Our pack walks are a permanent booking of at least one walk day a week..." (commitment ask first). New intro leads with the benefits: *"Small packs of 4-8 dogs, 2-hour outings at Auckland's scenic dog parks and beaches, with free pick-up and drop-off included. We reinforce recall, car manners, and leash etiquette while your dog plays. Booked as a permanent weekly slot — gift your dog the best life!"* - Why: Buyers scan for benefits before commitments. Lead-with-policy framing creates resistance; lead-with-benefit framing builds desire. - [ ] **FAQs — reframe from policy to reassurance** - File: `src/lib/content/homepage.ts:180-205` - Why: Answers are correct but read like terms & conditions. Lead with the *why* (the benefit/reassurance), then the *what*. ## Low — incremental polish - [x] **Home services-card CTAs: "Learn more" → outcome-oriented** - File: `src/lib/components/ServicesSection.svelte:29` - Implementation: Visible label is now derived from the service title — *"See Pack Walks pricing →"*, *"See 1:1 Walks pricing →"*, *"See Puppy Visits pricing →"*. The previously-added screen-reader-only "about " span was removed since the visible label now carries that context for everyone, not just assistive tech users. - Why: "Learn more" was the lowest-intent CTA on the page; the new label states the destination and the next step. - [x] **Testimonials intro blurb — sharper jobs-to-be-done framing** - File: `src/lib/components/TestimonialsSection.svelte:10-11` - Old: *"Happy owners, even happier dogs. Our Auckland dog walking clients love what the Tiny Gang brings to their dog's routine — and you can see why. Follow along on Instagram for daily adventures..."* - New: *"Busy parents get peace of mind. Dogs come home tired and happy. See why 30+ Auckland families trust the Tiny Gang — follow along on Instagram for daily adventures, wagging tails and the odd zoomie."* - Why: Leads with the two outcomes buyers actually care about (peace of mind for them, exercise for the dog), keeps the brand voice + 30+ review proof point, then makes the Instagram nudge feel like a follow-on rather than the lead. - [x] **Surface "Reliability / on-time" earlier** - File: `src/lib/content/homepage.ts:37` (hero subtitle) - Old: *"Trusted, professional dog walking across Auckland Central..."* - New: *"Trusted, on-time dog walking across Auckland Central..."* - Why: Reliability/punctuality is the #1 anxiety for busy parents booking a service that visits their home. Pulling "on-time" into the hero subtitle (one-word swap, no length cost) puts the reassurance above the fold. ## Deliberately not actioning - **Pack Walks H1 rewrite to "Small-dog pack walks designed for calm, confident groups."** *"Join our Tiny Gang!"* is doing brand work — it's memorable and reinforces a phrase used everywhere else. Rewriting kills the most distinctive asset for marginal headline clarity. - **Booking submit button: "Send" → "Book my Meet & Greet".** The form also handles general enquiries, so a "book my…" label would feel wrong on a complaint email. Better fix would be to switch the label by `enquiryType` — keep "Send my booking" / "Send my enquiry" contextually.