Strategy & Planning
Sitemap: Old vs. New
A side-by-side comparison of the current innovativepetholdings.com architecture and a proposed rebuild structure, showing what we retain, what we restructure, and what gaps we fill.
01 - At a Glance
The current site is a launch site, not a conversion site. It tells the story well but misses the commercial infrastructure that turns readers into buyers. Key gaps: no pricing anywhere on the site, no integrated shop, no "Science" section structured for SEO, no blog taxonomy, no FAQ. The proposed architecture keeps what's working (the brand story, Watson Challenge, and science content) and adds the pages needed to move people from "interested" to "ordering."
10
Current nav pages
innovativepetholdings.com today
18+
Proposed pages
rebuilt architecture
6
New sections added
Shop, Compare, FAQ, Science, Blog, Resources
2
Critical gaps fixed
Pricing + unified shopping
New section or page
Improved or restructured
Retained as-is
Problem or gap
02 - Side-by-Side Architecture
Current site crawled October 2026. 23 pages mapped across main navigation, product section, blog, and policy pages. URL slugs reflect actual WordPress slugs as confirmed during audit.
innovativepetholdings.com
Current Architecture
9 nav items · 23 pages total
Homepage /
About Us
/about-us/
Why Cold-Pressed
/why-cold-pressed/
Products
/products/
Elementary (all recipes)/products/elementary/
Proof Pawsitive
/proof-pawsitive/
Sustainability
/sustainability/
Media & News
/media-news/
SuperZoo posts (4)/category/superzoo/
Press Releases (1)/category/press-releases/
Watson Challenge
/watson-challenge/
Gaps in current architecture
⚠ No pricing visible anywhere on the site
⚠ Shopping routes to a separate domain (ElementaryPetFood.com)
⚠ No dedicated FAQ or science resource section
⚠ No product comparison page (vs. kibble, vs. raw, vs. fresh)
⚠ Blog has no taxonomy beyond SuperZoo / Press Releases
⚠ No "Where to Buy" or retailer page
innovativepetholdings.com → proposed
Rebuilt Architecture
12 nav items · 25+ pages target
Homepage /
About Us Improved
/about-us/
Team & Story/about-us/
Our Facility new/our-facility/
Shop Elementary Unified
/shop/
Chicken & Superfoods Recipe/shop/chicken-superfoods/
Salmon & Superfoods Recipe/shop/salmon-superfoods/
Bundle & Save new/shop/bundles/
Sample Pack/watson-challenge/
Why Elementary Expanded
/why-elementary/
Why Cold-Pressed/why-cold-pressed/
Compare: All 10 Pet Food Forms new/compare/
Ingredients Deep Dive new/ingredients/
The Science Restructured
/science/
Proof Pawsitive (digestibility)/proof-pawsitive/
Collagen + Betaine Research new/science/supplements/
AAFCO Compliance new/science/aafco/
Sustainability
/sustainability/
Blog Restructured
/blog/
Science & Nutrition/blog/nutrition/
Company News & Press/blog/news/
Watson Challenge Stories new/blog/watson-stories/
FAQ New
/faq/
Feeding & Transition Questions/faq/
Shipping & Ordering/faq/
03 - What Changes and Why
Section-by-section delta
| Section | Status | What changes | Why it matters |
|---|---|---|---|
| Shop / Products | Unified | Shopify store embedded on main domain; pricing visible on all product pages; bundle option added; individual recipe pages with full guaranteed analysis and feeding guides | Currently sends buyers off-domain to complete purchase, destroying brand continuity. Pricing absence is the single biggest conversion barrier on the site. |
| About Us | Improved | Add facility page showing the owned manufacturing process; add photos of Buddy and Bennie alongside Watson; add team credentials/bios for Jason Rokey and Craig Grantham | "We make our own food in the USA" is a top brand pillar but the facility is only shown in one small image. A dedicated facility page makes the claim concrete. |
| Why Elementary | Expanded | Add a dedicated Compare page showcasing the 10 pet food forms chart; add an Ingredients Deep Dive page listing every ingredient with sourcing notes | The 10-forms comparison is one of the strongest proof points on the site but is buried in a single chart image. A dedicated comparison page is a high-value SEO and conversion target. |
| The Science | Restructured | Move Proof Pawsitive under a "Science" hub; add Collagen + Betaine standalone page with cited study summaries; add AAFCO compliance explainer | The science content is already there but scattered. Aggregating it under one hub signals credibility to both buyers and Google. Cited studies need their own page to rank for supplement keywords. |
| Blog / Media | Restructured | Three clear categories: Science/Nutrition, Company News, Watson Challenge Stories; future blog posts published with accurate dates; Watson Challenge story submissions become a regular content stream | Current blog is all SuperZoo content with backdated dates. A structured blog with at least one nutrition article per month is the primary SEO growth vehicle for this brand. |
| FAQ | New | Dedicated FAQ page covering: transition schedule, feeding guide by weight, shelf life, where to buy, Watson Challenge rules, return policy, shipping costs | Every pet food site needs an FAQ. Right now these questions are answered across 4-5 different pages or not at all. Centralizing them with structured data markup captures featured snippets in Google for "how much to feed my dog cold pressed food" style queries. |
| Watson Challenge | Retained | Keep as-is; optionally add a community UGC wall of challenge submissions; fix shipping cost transparency | The challenge is a smart acquisition campaign. The only fix needed is showing the shipping cost upfront to reduce friction at the sample request step. |
| Sustainability | Retained | Keep content; restructure page to lead with the large stat numbers rather than paragraph text; add stat cards for 900 metric tons CO2, 30% fewer trucks, 30% less packaging | The data is there. The presentation buries the headline numbers. Sustainability is increasingly a purchase driver for pet food buyers, especially in the premium segment. |
04 - URL Strategy
Key URL changes
High-traffic current URLs should 301-redirect to new paths. Broken URLs must be fixed before any new traffic is sent.
/proof-positive/
→
/proof-pawsitive/
Fix now
/products/
→
/shop/
301 redirect
/media-news/
→
/blog/
301 redirect
/why-cold-pressed/
→
/why-cold-pressed/
Keep
Shopify domain strategy
The current split-domain setup (innovativepetholdings.com for content, ElementaryPetFood.com for commerce) means backlinks, domain authority, and SEO value are being split between two domains rather than concentrated on one.
+Shopify Buy Button lets you embed the shop on any WordPress page - no redirection needed
+All brand trust built on the main domain converts to purchases without a domain hop
+Product pages on the main domain can be optimized for SEO alongside the science content
!ElementaryPetFood.com can be kept as a redirect or brand catch domain