gw-svelte/UXPOLISH.md

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".

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High — direct conversion impact

• 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.

• 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.

• 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.

• 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.

• 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

• 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".

• 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.

• 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

• 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.

• 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.

• 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.