CanineCeuticals: a Shopify store and content hub for an Australian dog health brand

How JWWD built and supports CanineCeuticals’ online store, helping dog owners find the right natural supplement for their dog’s health concern and learn along the way.

The brief

CanineCeuticals is an Australian-owned brand making natural, science-backed supplements for dogs. Its customers usually start from a problem, such as itchy skin, sore joints or an upset gut, rather than a product name.

The brand also has a lot of expert knowledge to share. The store needed to sell well and teach well. Supplements are something owners buy again and again, so reordering had to be easy, and the team needed to be able to publish new content often without waiting on a developer.

What we built

JWWD built and maintains the CanineCeuticals store on Shopify. Built in collaboration with Dreamtown Creative.

  • Shop by health concern: dozens of concern-based collections, from joint and gut health to allergies and anxiety, so owners can go straight to what helps.
  • Subscribe and save: Recharge subscriptions, so regular customers never run out.
  • Reviews: Judge.me product reviews shown across the store.
  • Where to buy: stockist and store locator pages, including US stockists and vet partners.
  • Bundles: bundle deals and gift cards for people buying for more than one need.

Education built into the store

  • Blog: regular dog health articles, uploaded and optimised by JWWD, going back to 2023.
  • Case studies: real dogs’ stories in a dedicated section.
  • Resources: downloadable health guides, webinars and recipes. Each guide has a clean link that redirects to the file, so a guide can be updated in one place and every link follows.
  • FAQs: expanded product FAQs marked up with FAQ schema so search engines can read them.
  • Podcasts: episodes collected on the store, alongside the rest of the content.

Ongoing support

JWWD works with CanineCeuticals on an ongoing basis. New products, bundles, guides, case studies and blog posts are set up as the brand produces them, and the store gets regular SEO and site health work: fixing broken pages, making sure Google can find new pages, and keeping titles and descriptions tidy. Each new piece of content is linked through to the products it relates to, so reading and shopping stay connected.

The result

CanineCeuticals has a store that sells and educates in the same place, and a publishing rhythm the brand can keep up because the technical side is taken care of. It’s a good example of what a long-term partnership with JWWD looks like.

Have a product brand with a lot to teach its customers? Talk to JWWD.