We designed the site to feel like a natural extension of the Benson’s Pet Center brand — similar look, feel, and visual language — while giving Benson’s CARES its own identity as a nonprofit. The result is a site that benefits from the trust and recognition of the parent brand while standing clearly on its own mission. We structured the homepage to answer the three questions every first-time visitor has: what do you do, who do you help, and how can I get involved?

Benson’s CARES serves donors, shelters, adopters, and individuals in need — four groups with very different needs. We structured the navigation and page content so each group can quickly find what they’re looking for without wading through irrelevant content. The pet food pantry, ways to donate, and adoptable pets sections each have dedicated pages with clear request and inquiry paths.

Donation CTAs are woven throughout the site — not just on a single donate page — so that wherever a visitor’s enthusiasm peaks, there’s a clear path to act. The PayPal donation integration is clean and frictionless, and the site makes it easy to understand exactly what a donation supports.

We built a custom search field on the site where visitors can enter what they’re looking for — species, breed, age, and location — and get taken directly to matching results on Petfinder in a new tab. It’s a simple but effective bridge between the Benson’s CARES site and the broader adoption ecosystem, making it easy for community members to find an animal to bring home.

On-page SEO was baked in at build — metadata, schema markup for the organization, semantic heading structure, and internal linking across pantry, cat room, and donation pages. Local SEO signals and geographic language are built into the copy, positioning Benson’s CARES for search visibility in the animal welfare and pet supply space across upstate New York.